Talking About The Revival Of Time-Honored Brand From The Cross Boundary Cooperation Between Phoenix And Taiping Bird

The LOGO of Phoenix bike is printed.

The latest costumes become the tide products of retro elements, while the LOGO of Taiping bird runs to the body of Phoenix bikes.

This afternoon, the second "China Red China Phoenix China Time-honored Cultural Festival" has become a highlight.

But no one knows, before the cooperation, the time-honored brand Phoenix and clothing brand.

In two fields, they do not know each other.

Behind the cross-border cooperation is the "match" of the third party's Centrino fashion.

Prior to its launch, the founder and CEO Fang Tao of Centrino fashion accepted an exclusive interview with Wen Hui reporters. In the eyes of a senior fashion person who has worked for over 20 years, the fashion industry methodology helps revive the old brand.

The opportunity for cooperation began in December last year. Wang Zhaoyang, President of Shanghai Phoenix Bicycle Co., Ltd. raised a question to Fang Tao: where is the opportunity for the pformation and upgrading of the old brand?

Fenghuang bicycle is a brand with a history of 120 years. This is a tender brand, a brand full of memory, which requires generations of tireless efforts to accumulate such brand value and cultural details.

Fang Tao believes that pformation and upgrading may broaden our thinking. Besides exploring new products in the field of industry, we can also focus on brand value and explore cross-border cooperation.

Phoenix Bicycle took the first step boldly.

Fang Tao revealed that in the exploration of cross-border cooperation, Centrino

As a planner and platform, a total of 5 brands were matched for Phoenix bicycles, ranging from clothing brands to accessories and cosmetics. Finally, from the dimensions of matching degree, mutual influence and mutual benefit, Taiping bird was selected.

Cross boundary cooperation.

The speed of cross-border cooperation is fast. The top bird designers of Taiping bird design themselves, using the latest retro wind to connect Phoenix and Pacific bird.

In August 31st, more than 70 cross-border cooperation products first appeared in Taiping bird's internal orders, which sparked the attention of more than 1500 dealers on the spot.

After the debut of the new products at the Cultural Festival, these cross border products will be distributed across the country in September, and the brand of Phoenix bicycle will be brought to the country in another form.

"What I fear most is that the consumer has forgotten me, so long as the consumer can remember me, anything can say."

The word "moncler" is the first change that Fang Tao wants to bring to the time-honored brand.

He said frankly that the advantages of the time-honored brand are obvious and the disadvantages are also outstanding: the long history has become a brand burden; the changeable market environment makes the old brand difficult to create in the image and the brand communication; in the face of the new consumers, the brand of old brand is not enough, and the innovation is not enough; the channels in the electricity supplier and shopping center are missing, and the old brand has disappeared from the eyes of consumers.

"To revitalize the old brand, we should focus on today's 85 and 95, focus on their preferences for product development, sales and interaction, and re comb the relationship between people, goods and markets."

Fang Tao thinks, cross-border is only a means, can be used at a relatively low cost to achieve consumer change, let consumers see the old brand, close to the old brand, this is the first step.

The so-called "respect for the ancients without mud, innovation and no loss", the revitalization of the old brand, also need to explore new products in the main business, brand needs from the perspective of diversification and lifestyle, to explore the needs of consumer upgrading.

The old brand enterprises themselves may be "alone in the wood". The revival of old brands requires the participation of social forces.

On Thursday's Cultural Festival, the Shanghai Association of Chinese time-honored enterprises jointly established with the Centrino fashion to revitalize the time-honored office.

Fang Tao admits that Centrino fashion has been engaging in brand management of fashion and lifestyle all the year round. Its "Shang Jiao" has gathered more than 200 global designers, artists, opinion leaders and other resources. It hopes to try to use the IP resources on the platform to brand old brands, drive product upgrading through design, and drive brand upgrading through IP. "The innovation of old brands needs long-term, systematic strategic planning and effective implementation, and the fashion industry methodology has great inspiration for the time-honored brand."

The old name "Baotuan attack" will also launch the "Shanghai companion ceremony".

Add the real value of Changbai Mountain white ginseng boiled white lily ginseng skin soap, old brand back force into the designer of the whole hand limited shoe size "back to the sky"......

On the 6 day of the "China Red China Phoenix" Chinese time-honored Cultural Festival, these traditional time-honored brands have brought their own fashionable new products, and a modern great show makes people feel the charm of the time-honored brand products intuitively.

The second China time honored brand exposition will begin on 7.

As one of the series of activities, the 220 Chinese local brand enterprises jointly launched the Shanghai time honored brand cultural festival with Phoenix Phoenix, Heng Yuan Xiang, leading home textiles, red double happiness, Huili, Shanghai watch industry, Shanghai soap making and hero golden pen.

The promise of hundreds of old brand names is to carry forward the professional quality of the old brand enterprises, inherit the craftsman spirit of the old brand enterprises, polish the brand name cards of the old brand enterprises, and excavate the traditional culture of the time-honored brand enterprises.

It is reported that Shanghai has the largest number of old cities in China. Currently, it has 180 "China time honored brands" and 42 "Shanghai old brand" enterprises, and its "average life expectancy" has exceeded 100 years.

At the Cultural Festival, the association of Chinese time-honored enterprises and the global fashion IP resources cooperation platform signed strategic cooperation with the Shanghai Stock Exchange, which can help the old brand to revitalize the old brand.

The reporter understands that in order to welcome the first China International Import fair, the two sides will work together to create the "Shanghai hand ceremony" with the characteristics of Shanghai culture.