Can Old Brands Rely On Old Age?

At the exhibition site of 2014SIUF, there is a booth that even gives you a spot to recognize the brand. Zhu Hong's carved doors and windows, raised brick roofs, golden lanterns, and an old signboard hang high.

Under the window lattice of the booth, a well-dressed man sat at the solid wood square table and two visiting businessmen seriously explored the traditional Chinese dress culture. I still remember that when he talked about the rise, he took out a silk scroll painting and spread it out for people to enjoy it. This person is Cui Hengyong.

He inherited a brand that has been passed for over 100 years, but never stopped thinking about how to make old trees grow new buds.

He said: "old brand can not rely on old age."

He said, "

It's not just in museums, it's just souvenirs for foreigners to buy in China.

He said: "keeping pace with the times can make traditional culture better passed down."

He said, "old brands do not mean that products are old."

He said: "the collision between traditional culture and fashion elements will produce the most beautiful movement."

He said, "the old brand should develop new flavor with new technology in the new era."

He said: "expand the scope of business in a timely manner. The old brand will not only have fame but also business."

He said, "I know that the old brand is bound to be sold narrowly and knows.

The market is not big. I just want to go ahead with the development of Tai Xiang as much as possible so that it can be passed down in the new era.

He found out a long time old brand plaque from the dust, and instilled new vitality into it step by step, so that the long silence of Tai Xiang appeared again in front of people and displayed on the world stage. He was Cui Heng Yong.

Corner meets old brand

"At that time, I worked hard for a few years, and later decided to make my own silk. My mother said to me," make silk as an old name at home. "

This is the first time I know about Tai Xiang.

Cui Hengyong said frankly, "that's how I happened to know that I had the same old family name."

At the time of ~1835 in 1832, the silk fabric was provided to LV with the brand of crane brand. At that time, the manufacturing technology of Thai silk was in the leading level in China.

"At that time, the excellent technology was lost. It's a pity."

Cui Hengyong said, "when the old brand was handed over to me, there was basically nothing left behind.

In addition to the inheritance of its technology, an old brand should continue to integrate the essence of the new era with continuous development of technology instead of relying on old people.

"There are a lot of old brands adhering to the traditional process and being complacent and complacent. It is difficult to design and produce products that are in line with the modern market, so that they can not make profits in the new market environment."

Cui Hengyong found that many old brands are now in a more awkward position.

In fact, many traditional clothing brands are brilliant in history. These traditional time-honored brands not only carry the efforts of several generations, but also are precious carriers of our traditional culture, but now they can only become shops for middle-aged and old consumers, or souvenirs for foreign friends to buy in China.

Although the product has been improved, it is difficult to improve sales and improve the situation of the old brand.

Although the traditional time-honored brands such as Rui Xiang Xiang and Nei Lian are still operating, they are no longer comparable with the past glory.

Although there are all kinds of traditional costumes and embroidered fine silk bedding, the traditional style and color often attract foreign friends who buy souvenirs, while Chinese and even the old Beijing people only consider buying one or two pieces of products.

While the inner League has made old fashioned cloth shoes and embroidered hand slippers on the bottom of the ox tendon, it is still difficult to avoid being embarrassed by the cold market and being put on the shelf by consumers. The reason is that the styles are neither fish nor fowl.

"Many people believe that the old brand should be waistcoat, cheongsam, and old cloth shoes. The antique and traditional colors are invariable, without technological innovation.

In fact, this is a misunderstanding. The old brand is a kind of inheritance and precipitation. It is a good technology and quality that precipitates. It is a durable and comfortable product impression. It is a culture and a brilliant era. "

Cui Hengyong believes that some old brands pay more attention to form than quality.

Old brands are new.

"Although China is a large silk country, the domestic brand of the time-honored brand has survived many, but compared to the silk production, the proportion of silk products is still too small. It is a pity that it also reflects that the strength of the old brand in the process pformation is not enough, and this is not a change for two companies."

Cui Hengyong said.

Some silk enterprises rely on their own industry status in the domestic market and rely on the government's relevant policies and special activities to create concepts to achieve marketing results, but they are often short-lived and difficult to really enter the market. "After a burst of gimmicks, they continue to be silent, and no follow-up related products are launched. This also reflects that the silk enterprise's product R & D base is not strong enough, and has no strong competitiveness, which can not withstand the test of the market and is hard to be accepted by consumers."

Cui Hengyong said.

"In fact, silk weaving is a very profound knowledge. It will be very difficult to make silk in the future and make it hard."

Through the cooperation with relevant universities and research and development institutions, Cui Hengyong has made a successful improvement in silk jacquard, weaving and other production processes. The products produced are not only traditional silk but also new silk produced by the new technology.

Cui Hengyong believes that the environment in which all the old brands are faced is much the same. If you want to wear the original traditional clothes again, it is not very realistic. "Although the traditional costumes made by the ancient law are very comfortable, it does not mean that these traditional costumes are good under today's standards."

Cui Hengyong said: "for example, in modern times, people hope that the belly button can not only show good curve beauty, but also play the same role as the bra. This function is not realized by the traditional belly pocket.

Therefore, unilateral changes in traditional costumes can not achieve very good results.

These sentences seem to reveal why the inbound shoe has added leather and beef tendon bottom to shoes, but the reason for its selling is still worrying.

"Ancestral design is classic enough, but it is not enough to meet the needs of the changing era. Therefore, the time-honored brand must focus on the integration of fashion elements while optimizing traditional products.

Through continuous attempts, we found that lace, digital printing and other modern fashion elements in the belly pocket, but also can produce very good results.

Cui Hengyong said: "so we are paying great attention to the trend of fashion on the basis of technological improvement."

He is concerned about the fashion trend of international brands, and invites Italy designers to participate in the design of the belly pocket. "I hope that through the perspective of cultural elements, the product will be launched in the foreign market and tested by market competition, so that we can understand that the old brand does not mean that the product is old."

Although the development status of Tai Xiang is very good at present, Cui Hengyong is very clear that the road ahead is not so easy: "although the technology of the belly pocket is very complicated, if we want to accept the whole nation, we still need to go a long way in function and design.

After all, the belly pocket is narrower and less likely to become a public product. In a larger sense, it is the output form of a cultural carrier. Therefore, Tai Xiang will rely on silk to develop other products with more market value in the future, and will continue to work hard on the way to improve silk production technology.

"I will not rely on old people, nor will I lie on old brands to eat old books. I only hope that I can develop the same Tai Xiang as an old brand, and make a conscientious enterprise in the field."

Cui Hengyong said.

Editor's note: whether the old brand can rely on old age, whether in society or in the industry has never stopped discussing.

All these discussions stem from people's love for traditional culture, attachment to old brands, and admiration for their predecessors' exquisite skills.

Some people believe that the old brand is probably the highest tribute to ancient art.

Is it necessary to preserve the original flavor of the original traditional products, so that people can reproduce the wonderful history, or should they keep up with the times and constantly update their product design? I believe that every old brand will constantly seek answers to this question in the changing market and history.