Traditional Time-Honored Brands In Jiangsu Suffer From Negative Effects Such As Internet +

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After many enterprises become "Jiangsu old brand" automatically, these two days, the provincial commerce department is also preparing for the establishment of the time-honored brand association.

Provincial commerce department responsible person said that successive moves are to polish the "old brand" brand, making it an important force to expand domestic demand and promote consumption.

The fate of the time-honored brand is a matter of life and death.

Some quietly disappear in the field of vision. Some have experienced the baptism of time but have been bathed in fire.

Life and death become the portrayal of the fate of the old shop.

According to the China Federation of Commerce statistics, there are 1.6 thousands of time-honored brands nationwide.

In 1990, the Ministry of Commerce evaluated more than 1600 Chinese old words. Later, the production and development were only 10%, barely 70%, and about 20% of the long term loss faced bankruptcy.

Tang Yifei, Secretary General of the Nanjing time honored brand association, said that there are more than 70 existing brands in the city, but more time-honored brands disappeared in the past few years.

"The hotel in Xinjiekou, old Guangdong, big three yuan, 369, was very famous in the 80s and 90s of last century, and 369 is located in Jinling Hotel today.

I don't know where to go now.

Xue Bing, a literary and historical expert, said.

In Wuxi, Chong an District is the gathering area of existing old brands.

According to the latest survey, there are 49 well-known old brands in the region, of which only 18 have continued operations, and 31 have ceased operation.

Guanqian Street, Suzhou, has 27 "Chinese time-honored brand" enterprises identified by the former Ministry of Commerce, accounting for 84% of the total number of old brands in the city.

However, some of the old business sites were greatly compressed, frustrated by popularity and faced with the embarrassment of being eliminated.

On the contrary, many old brands have burst forth new vitality in the new era.

Suzhou's Pine crane tower has developed dozens of direct chain stores in recent years, covering Beijing, Tianjin and Shanghai, and has set up 6 wedding halls, each of which is three thousand or four thousand square meters.

Catering establishments with the largest wedding venues.

Suzhou rice fragrant village cooperation with Beijing's fellow brothers, processed products successfully entered the Beijing rice village, expanding the sales market, up to 100 million yuan a year.

Founded in 1866, the Nanjing Han revival salted duck, from 2004, except the main store on the Ruijin road still retains the "Lao Han Fu duck store", and other new chain stores have adopted the name of the old Han duck industry, and Han Fuxing is becoming more and more active in the streets of Nanjing.

"Old brand" was besieged by numerous difficulties.

In the eyes of the industry, there are still rules to follow.

Demolition is one of the direct drivers of old brands.

In the past, most of the old brands were located in the commercial golden section of the city. Large scale demolition and construction of the city resulted in a large number of old shops being closed down. Some of them were rebuilt elsewhere, but they were remote and lost their original advantages.

After the demolition of the safflower children's clothing store, Hun Ming shoe and hat shop, East China stationery store, San San Yuan, and universal photography in Xinjiekou, Nanjing, there has been no recovery since then. After the relocation of Ma Xiangxing and Li Shunchang suits to Sanshan street, business is obviously not as good as before.

Brand disputes have also become the common weakness in the development of time-honored brands.

Many old brand enterprises do not know enough about the asset value of the old brand, causing the brand to be snatch, and some of them are counterfeited by "Li Gui".

As Samsung Electronics in Korea has already registered all the 46 categories of Samsung's trademark in Nanjing, it has not been registered so far.

Wuxi's "merit forest" and "thirty thousand Chang" have also been attacked by foreign companies.

"Many old brands have found that trademarks have been snatch, but are constrained by financial and energy constraints."

Xie Meiping, editor of Jiangsu time honored brand, said this situation is most obvious in the catering industry.

Bian Yibin, director of the circulation department of the Provincial Department of Commerce, introduced that the Jiangsu old brand should have the ownership or the right to use the trademark, and the declared brand had been established for more than 50 years (including), and the product was passed down by unique products, skills or services.

In addition, it is necessary to inherit the excellent traditional corporate culture of the Chinese nation, with its national and regional cultural characteristics, with certain historical and cultural values. It has a good reputation and enjoys extensive social recognition and praise.

Value in the "old" way out in "new"

"The so-called" time-honored brand ", of course, requires cultural inheritance. It needs a clear historical context, but it can not only eat old books, but also needs to break through in innovation.

The value of the old brand is in the "old" way, and the way out is "new".

Chen Yunqian, a professor of history at Nanjing University, said.

Not long ago, the Provincial Department of Commerce organized a visit to Taiwan to explore the innovative development activities of time-honored brands.

As a member, Bian Yibin said that Taiwan's time-honored brand attaches importance to cultural heritage and development, and attaches importance to product research and development and innovation.

Tainan's little moon bearing face originated in 1895. In the past 120 years, it has adhered to the secret recipe of the ancestral secret recipe for stewing dried meat and boiled soup with shrimp head. It has come down in one continuous line for four generations. Now it has become a classic snack in southern Taiwan.

At the same time, exchanges with Taiwan counterparts, the other side is still the most innovative development.

For example, Mr. Chen Liheng, a Taiwanese, felt that porcelain was the crystallization of the meticulous and delicate civilization of the Chinese nation. In 2001, he founded the FA LAN porcelain brand and set the production base in Jingdezhen, Jiangxi.

The brand of FA LAN porcelain has won numerous awards from UNESCO's world outstanding handicrafts badges.

In particular, hundreds of special packaging products designed and manufactured around the word "brine" sell well in 32 countries and regions.

There are also many examples of rapid progress and great success in inheritance and innovation.

Changzhou comb down the high price, innovative materials, develop low-grade products as tourism.

It is very popular with consumers.

Nanjing Liu Changxing set up a breeding base. Yonghe garden and green willows set up a central kitchen to increase insurance for product quality.

Many restaurants use the "Internet +" to launch food group buying vouchers and strengthen online reporting with the public comment group.

The sales of Suzhou pine crane line has exceeded 10% of the total sales.

Tang Yifei suggested that we should learn from the successful practices of fraternal provinces and cities.

For example, the culture of scissors, swords, umbrellas and fans has been made the best in Zhejiang.

In our province, the unique resource endowments such as silk have many related old brands, but also lack of innovative achievements and new products, but the Silk Museum is still blank.