Old Age Brands Are "Reducing Age" Through Replacement, Only To Expand The New Market.

In the face of younger examination questions, the old brand is "reducing age" by changing clothes.

According to the world clothing shoes and hat net, recently, the new women's shoes of the joint online drama "Kyushu sea pastoral cloud" were launched in November 29th.

Since last year,

Through cooperation

The trend IP launches products, which are especially concerned by young people.

Old brands bearing heavy historical background

New markets are being developed through diversification.

More than one joint venture has been sold well.

Footwear is both a commodity and a symbol of fashion taste.

Through its product innovation, intranet is turning the century shoe shop into a fashionable brand.

In November 29th, with the popularity of the "Jiuzhou marine shepherd cloud" TV series, the company's flagship store named "sea pasture cloud" theme series of shoes in the Tmall flagship store was launched and preheated in the Taobao crowd.

On the line of 4 cloth shoes, each top 15 buyers enjoy a special price of 499 yuan to buy, and the other 50 buyers need to purchase at a price of 549 yuan.

In addition to the film and television IP spin shoe products, Mickey and Minnie from the West also appear in the shoe upper of the inner rise.

In 2016, at the opening of Disney Park in Shanghai, Walt Disney Company authorized the production of Princess Disney and Mitch fashion shoes.

At the same time, Disney also opened 100 cartoon material storehouses for the use of the inner League.

After that, a number of joint or creative products were launched.

Cheng Xu, deputy general manager of internal Union, said that products like big fish Begonia and angry birds are more popular among young people.

It is reported that in July last year, the two female shoes of big fish Begonia sold less than 18 hours and 300 pairs were sold out.

Since its cooperation with Disney, Intranet has opened the door to younger attempts, and many brands have actively sought to find opportunities for cooperation.

Not long ago, the left wing of the interior League and fashion blogger jointly released a limited handmade cloth shoes for sale on the temple library online.

In the consumer's evaluation, the price of the 988 yuan cloth shoes is higher than that of the shoes.

Cheng Xu introduced that at present, the creative products launched by the inner League have accumulated more than 3000 pairs of sales, and each pair of shoes will take 4-5 days to complete.

Before 2015, the consumers in the League mainly concentrated on the older customers who were over 40 years old.

After the theme cooperation, more "post-90s" and "95 after" young consumers have become the customers of internal upgrading.

At the same time, Cheng Xu said that before the cooperation, the IP will carry out potential customer group analysis and quarterly consumption analysis, so that the IP heat can last longer.

Innovation of time-honored brand and product innovation

Referring to the time-honored brand enterprises, we will talk about inheritance and innovation.

Old brands are no longer sticking to the rules.

In the new consumption scenario, the time-honored brand is also developing new products.

Wu Yu Tai has long started to focus on product development and extension of product lines. The scope of development has not only been confined to tea varieties, but rather in the new consumption pattern.

Reporters visited, Wu Yu Tai has already opened a cold drink shop in the famous commercial street.

In Wangfujing street, Qianmen Street and some Community streets, Wu Yu Tai began selling ice cream flavored with tea flavors. The products in the shop are more than 10 kinds of tea cold drinks and milk tea products.

In Wu Yu Tai's cold drinks shop, each ice cream is priced at 6 yuan, and the price of each cold drink is 10-20 yuan.

The price and characteristic products of the public consumption level attract many consumers.

The price is moderate, suitable for mass consumption, with the majority of young people buying.

As a derivative of tea products, cold drinks are also locking down young consumers.

In addition, since 2009, Wu has developed deep processed tea products, including jasmine tea flavored tea moon cakes, mash cake, mocha cheese and mash coffee, making traditional "Oriental leaves" a fashionable and healthy fresh product.

In December 21, 2016, Dong Lai Shun Restaurant and Chongqing Li Zi Ba cooperation restaurant fashion restaurant "East roast West roast" officially opened in Chongqing Yuecheng City, winter flagship products, summer main barbecue products, also helps to balance their different types of peak season.

The Tai Bei Museum of photography has also increased the number of popular black and white photographs of young people nowadays.

Brands such as inner League, Beijing rice village and so on also expand sales channels through e-commerce channels.

In fact, this year, the 16 departments such as the Ministry of Commerce jointly issued the "guiding opinions on promoting the reform, innovation and development of the old brand" (hereinafter referred to as the "guiding opinions"), and proposed to promote the inheritance and innovation of the time-honored brand, and enhance the market competitiveness.

Statistics show that since the Ministry of Commerce launched the "revitalization of the time-honored brand project" in 2006, the development prospect of Chinese time-honored brand enterprises is becoming wider and wider, and the social influence is expanding year by year.

However, it can not be overlooked that the market competitiveness of some of the time-honored enterprises is poor, and it is not uncommon for them to adapt themselves to the economic and social development.

According to public data, 1128 of China's time-honored enterprises identified by the Ministry of Commerce account for 40% of the development momentum, 50% of the sustained and stable operation, and 10% of the old brand enterprises are in a predicament.

Hundred years of brand innovation and market expansion

For the time honored brand, it is urgent to seek innovation. However, in the face of market changes, the old mode also needs to be improved.

Foreign brands such as Hermes, LV and Burberry have expanded the global market through change. In the Internet era, big names are still innovating in the marketing field.

Lai Yang, executive vice president of the Beijing Institute of business economics, said that the innovation of old brands should also achieve technological innovation and progress. At the same time, we should study the consumption patterns of modern people and integrate themselves with modern consumption trends through their own improvements.

Consumers like old brands, which does not mean that they will accept the traditional products and business methods of the old brand, and their skills should also be improved.

According to Lai Yang, if we are doing manual cloth shoes, attention should be paid to the study of human mechanics, which may be more in line with consumers' demand for healthy products.

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Wang Wei, general manager of Guo Guo Si snack, also said in an interview with reporters that the pace of development of the domestic catering industry has been accelerating, the market pressure faced by enterprises is getting bigger and bigger, and the traditional production techniques and process capacity of some old brand names are very limited, so they can no longer adapt to the rapid pace of market changes.

Brand development in the past century needs to be maintained through innovation and waste.

Hermes is a well-known luxury brand in France, founded in 1837.

In the early years, the luxury brand started with the manufacture of advanced harness. In modern development, Hermes has expanded its products to handbags, travel bags, gloves, belts, jewelry, notebooks, watches, ashtrays, scarves and other products. After hundreds of years of history, Hermes has stood tall in the luxury market.

Burberry was founded in 1856. In the early years, it mainly produced raincoats, rain gear and scarves, followed by good craft and material selection. Burberry also launched daily clothing, perfume, fur, headscarves, shoes and other commodities.

Like other old luxury brands, LV is known for its luggage products, and its travel bags are gradually pformed into handbags. LV means more than travel and fashion.

At the same time, Lai Yang suggested that the time honored enterprises should attach importance to the recruitment and training of talents.

Whether the product is popular or not is closely related to the style, design and taste changes.

Leaders of time-honored enterprises should have an open mind to understand changes in new ideas and new needs.

More interesting reports, please pay attention to the world clothing shoes and hats net.