The Dawn Of Old Chinese Goods -- Old Mama And Yunnan Baiyao, Did The New York Fashion Week Run Off?

The emergence of brand joint names seems to bring a new dawn to these old products. But after all, the joint campaign is only a phased exploration. Will this marketing method win the long term and whether the joint new product will stand the test? We still have no idea.

Do you remember any old products that were swamped in the course of history? Butterfly sewing machine, friendship cream, hero pen...

But the wheel of history is always merciless. Those classic old brands seek to survive in the internal and external attack of domestic goods and foreign goods, either dead or half dead.

Therefore, in order to live the appearance of Chinese goods, not in the new era, "broken pieces", struggling old people in the quagmire caught young people's "straws".

Not long ago,

"Aunt did not arrive, chilli sauce first" spicy sauce and clothing collided with a different spark.

Netizens commented: "amazing, my old godmother."

Some netizens said they were looking forward to buying and buying.

In addition to the old mama, in this event, there are many well-known brands such as Yunnan Baiyao, Shuang Mei, the Summer Palace, Kangzhu spring and so on. They are the fashion brands of the national fashion store in the fashion week, and have launched the fashion products with hat, sweater, round neck sweater and so on.

But chili sauce, toothpaste, mineral water...

How do these brands relate to the "national tide"?

The original activity was

The "China Japan" promotion campaign jointly launched with New York fashion week aims to push popular domestic products to the international market.

These ethnic brands also take this opportunity to brush up a sense of existence on social media, triggering heated discussions among netizens.

Are these old brands going into fashion circles? The answer is obviously not.

These brands are just playing the promotion and marketing of a brand through the fashion of Dongfeng, winning the eyeballs with young people's favorite ways.

The emergence of these "childhood memories" reminds us of the old brands from small to large. How are they doing now?

Anxiety and worries of "old" Chinese products

Although old Chinese goods have stood the test of time, the current development is not smooth sailing.

Speaking of popularity, in fact, the popularity of these brands is not low. After all, it has accumulated many years of word-of-mouth. Even with the growth of a large number of people, some brands have long been printed on the minds of consumers. But in the face of the dazzling goods on the shelves, consumers do not necessarily hold the familiar choices in memory.

Slowly, brand aging and single product structure become the most important problems faced by these old goods, with high popularity but low purchasing power.

Southern black sesame paste is a typical example, "a strong fragrance, a warm" this classic southern black sesame paste advertising slogan, recalls the memories of childhood after 80 and 90, as if it were yesterday.

Over the past 30 years, the southern black sesame has been deep ploughing market, but the southern sesame paste, which relies solely on large single products, is also facing the problem of enterprise pformation and stimulating sales.

According to the 2018 semi annual report released by Limited by Share Ltd of the southern sesame group, the net profit attributable to shareholders of listed companies was 16 million 500 thousand in the first half of 2018, a decrease of nearly 40% compared with the same period last year.

Even if the old well known mom and dad at home and abroad mentioned above may not escape the same problem after a few years, Tao Huabi will eventually go away. A hot sauce will not eat for a lifetime. A single shareholder structure and gradually aging products will lay hidden troubles for the future development of the brand.

Moreover, as young people slowly occupy the mainstream of consumption, these brands are old, old, and marketing models. Although they are classic and resistant, they can not catch the eyes of young people.

"Crossing the river" touches the joint stone.

Old Chinese goods seem to have recognized this point. These brands have begun a new round of trial, so we have seen such products.

In recent years,

Has been pushed on the cusp of the fashion circle, the icon and the bloggers of the big fashion, just feel that this youth retro wind is going to blow away. The joint name of the back force shoe and Pepsi Cola makes the back shoes more dryness in the fashion circle.

Classic canvas shoes, with Pepsi jewel blue color matching.

The overall breath of youth, Huili in ins and other major social software also made a full appearance rate.

Similarly, this year, the joint RIO Six God flower water has launched a "mosquito repellent suit inside and outside the body" for the wonderful young people.

The joint sale includes 1 bottles of "topical" Liushen Florida Water and 2 bottles of "RIO" special liquor.

In order to catch up with the joint express, Maxam and the white rabbit have jointly launched the rabbit lip balm.

Originally planned to go public in October, but because consumers voice too loudly on the Internet, they will sell them in advance tomorrow.

Such a combination will surely bring consumers a wave of "Remembrance".

But why are these domestic brands on the road of joint venture? In fact, it is not difficult to find that the single product line is not only the advantage of these brands to accumulate word of mouth, but also the shackles of brand development. Because of the strong single product word-of-mouth, the new products can not get the market in a short time and can not surpass the classic products, but the classic products are also aging.

So the joint marketing method of 1+1>2 appeared.

On the one hand, these

Borrowing from each other, this is the classic brand that has been exported. Even if it is not a product, it will carry consumers' full expectations.

On the other hand, the new products produced in this form have changed the traditional marketing methods of old enterprises and injected new vitality into old enterprises.

The emergence of brand joint names seems to bring a new dawn to these old products. But after all, the joint campaign is only a phased exploration. Will this marketing method win the long term and whether the joint new product will stand the test? We still have no idea.

But what we can see is that old brands have to make some changes.

New way out for old Chinese goods

In fact, these traditional brands are not not competitive, but in the new environment no longer adapt to the development of the times, and really can change the fate of the enterprise is never in cooperation with other enterprises, so if we want to become a favorite product for a long time, we must start from ourselves.

First of all, we need to reform the outdated products. The product here is not the product itself, but the extension of the product. Has Coca-Cola changed its formula? It has changed the cognition and experience of consumers.

Secondly, it is time to change the brand image of old age, but this is not the same as abandoning the original history and precipitation. There is a mainstream consumer and popular elements in an era. If brand propaganda can not resonate with these consumers, the brand itself and consumers can only go further and further away.

In addition to the core value of the brand, all contents and forms can be changed. Keeping pace with the times is the key to enterprise inventory.

Current

Since the experience of brand aging, a certain scenery, but because of the management mode, channel terminal and communication means formed by success, in the enterprise reform, there is not enough courage to break the inherent mode and usher in a new breakthrough, but the times have changed, the consumers have changed, the competitors have changed, and the model of management must be changed with the new consumption situation.

Nowadays young people play social networks and love fashion, fashion and seasonal products.

They want to show their unique personalities through different appearances.

Under the new consumption trend, the younger generation is a direction, and the younger generation pursues a more refined and convenient life.

Ethnic old brands need to change their faces. Although each brand does different efforts in this direction, its purpose is the same, attracting young consumers in its own way.

As for the specific implementation, whether we can applaud or hawk, we need to see how these "old folks" are different.

In the current consumer structure, 70 pay close attention to price performance, 80% attention to brand quality, after 90 and 00, more attention is paid to personalization and fun.

It is the "new operation" of Chinese brands that "keep the classics" and "get net red".