Cross Border: Bright Dairy Sells Clothing, Old Brands Become "Wet".

Nowadays, a lot of Chinese time-honored brands have said goodbye to the product structure of "attracting fresh food to the sky", exploring innovative products and marketing modes, relying on "old" to sell new products and bringing forth new vitality. Some old brands play the "cross-border", do not lose the latest tide card, one way belongs to the "home cooking" of the Chinese people, and become a "bright light" banner.

Guangming dairy sells clothing

Join the shoe industry to play fast.

In the first half of this year, the "hero" pen joined the RIO cocktail, and launched the cross border new product "RIO x hero ink joint cocktail". Once it was launched, it became a "net red" product.

Liushen Florida Water flavored cocktail, white rabbit lip balm, cold acid hot pot toothpaste, Luzhou Laojiao perfume, 999 cold coloured pants.

These old brand new products are attracting attention, and the "sparks" of Mashup are beyond imagination.

Behind the tide of the old brand is the pursuit of innovation.

For example, China's time-honored brand Bright Dairy industry, which originated in the century old shop in 1911, has been keen to become "net red" in the past two years.

Guangming dairy has launched the "heart milk, yellow rice eight treasures rice" and "cheese and meat song rice ball" in collaboration with the box horse fresh life, and this year introduced the Mosley Ann yogurt ice cream.

Meanwhile, Guangming dairy also started selling clothes.

Guangming dairy and tide brand cooperation launched a joint dress series, big logo design and Bright Dairy trademark integration. In order to match clothes, a knapsack with classic bright milk box as its prototype is also introduced. The whole dress makes young consumers look good. According to the staff of Guangming dairy industry, this item was sold out on the day of listing.

Staff told the newspaper, "Guangming dairy industry's cross-border cooperation, some are interested in arranging flowers, others are not willingly." But for innovation and cross-border, Bright Dairy's attitude has always been open.

Besides the "tide" of products, the marketing methods of old brands are also keeping up with the trend.

Last year, in Sanlitun, Beijing, the old brand of cloth shoes was upgraded to a flash shop.

"Xianfeng three years", "old Buddha", "cloth shoes control"... The phrase "Chinese flavour" matches the fluorescent color collision lamp, and the fashionable background plate attracts attractive young girls to come to punch cards.

According to the micro-blog account, "the rising shoe store" said that the first day of the flash shop received more than ten thousand customers. Not only that, but also in the past two years, the famous designers entered the fashion week, followed the stars on fashion magazines, and appeared in posters of singers' concerts.

But the tide of old brands is not easy to get.

Mosley, vice president of Guangming dairy, said in an interview that when making the yogurt ice cream, it took months to polish and study the most suitable production proportion, which made the finished product smooth and far from frozen. In addition, the designer added a "mood story" to each stick sign. After eating it could be seen that it catered to the young people's "literary and artistic feelings".

Wahaha Group also aims to become a "time-honored brand" for centuries. Zong Qinghou, the founder and current group chairman and general manager of Wahaha Group, believes that only the group's management, products and marketing methods are all transformed and innovating, can the group survive for a long time.

In the past two years, Wahaha Group has also splendor through cross-border activities. Its cross border make-up plate has read hundreds of millions of topics related to micro-blog, and widely praised products highlight Wahaha's innovative exploration.

　 Embrace the new economy

"Old trees open new branches"

The innovation of the time-honored brand does not start today. Then, what are the new features of the time-honored brand innovation on the basis of past brand pursuit technology and its own operation mode innovation?

Lai Yang, President of Beijing Jing Shang Circulation Strategy Research Institute, told the newspaper: "innovation is the key factor for the brand to survive and become the familiar brand of the time-honored brand. Only by following the times and innovating constantly can a brand keep its vitality in the market."

Old brands have gone on the road of last year, explaining the old brand in a young way, and making "old trees open new branches".

With the change of times, the main consumer groups are changing. Correspondingly, consumers' tastes are changing.

"Chinese consumers have had an average age distribution, and now the times have changed. Young consumers in China occupy the mainstream." Pan Hua, Professor of economics at Jiangxi University of Finance and Economics, analyzed this newspaper.

Old brand innovation needs to conform to the trend of the times. At Wangfujing in Beijing, many young people stopped in front of Wu Yu Tai's shop to queue up for the purchase of mocha ice cream and milk tea by Wu Yu Tai. In recent years, Wu Yu Tai has developed many tea derivatives. From Wangfujing's "net red snacks" one of the tea flavored ice cream, and then to toffee milk tea, honey peach pineapple fruit tea, tea cake, tea cake, tea flavored chewing gum, etc., successfully "circled powder" young consumer groups. Zhao Shuxin, chairman of Wu Yu Tai Tea Co. Ltd., said that innovation is the main theme of the development of Wu Yu Tai in the future.

"Wu Yu Tai follows the development of the times and launches innovative products according to the changes in the tastes of the young consumer groups. Such a new product can become a net red in the hearts of young people. Pan Hua said to the author.

In the innovation of time-honored brands, more attention is paid to magnifying their own historical empowerment.

As people pay more and more attention to traditional culture, more and more people begin to love traditional clothes such as Hanfu and cloth shoes. The company has seized the opportunity to launch many new shoes with IP such as "biography", "The Legend of Zhen Huan" and so on, attracting many consumers.

In response, Cheng Xu, deputy general manager of inlining footwear industry Co., Ltd. said: "Wen Chuang products have opened up new markets, changing the original impression of consumers on the brand of internal upgrading, making cloth shoes a part of consumers' daily life and becoming a new fashion."

"Many old brand products have some historical value behind them. When people see these products, they can't help being brought into that history." According to the author's analysis, "it's a very successful innovation based on historical empowerment to transform the products of cloth shoes into cultural products and enlarge the historical value represented by the products themselves."

Through innovation, expand the cultural elements of the brand to more products.

For every old brand, its trademark, product packaging design, advertising slogans and so on are their unique cultural elements. Innovation in these cultural elements is the direction of innovation for some old brand names.

In January 2019, Shanghai Guan Sheng Yuan Food Co., Ltd. launched the 60th anniversary exhibition of the white rabbit, showing many white rabbit's peripheral products, such as the white rabbit pillow, the white rabbit canvas bag, the big white rabbit lipstick and so on. These products unify the classic trademark of white rabbit as "logo", which makes consumers heartbeat. Many people held their pillows in their left hands, carrying the canvas bags stuffed around their right hands, and joined the queuing forces at the scene.

In this regard, Lai said that the logo design of the rabbit is simple and aesthetic. Adding such cultural elements to products like pillows is both lovely and fashionable. Therefore, such a way of expanding the advantages of its own cultural elements to other innovative products is a relatively high level of innovation acceptance.

There are also a number of time-honored brands to integrate technology into innovation and introduce high-quality products.

Founded in 1823, Hu qui Zhang pen, Liaoning, has always insisted on inheriting the ancient pen method, which is known as the "living fossil of ancient Chinese pen making technology". At the same time, pen Zhuang is also actively combining modern design techniques, "adhering to tradition and breaking through", and winning the "2017 German Red Dot Design Award" by CO designing the cross border brush made by Shenzhen design company.

In the field of electronic commerce, it has become an important choice to empower old brands with technology and big data to stimulate the new potential of old brands. In terms of the layout of the time-honored brand, Tmall, Jingdong and Suning have opened relevant special events. Insiders believe that with the deepening of cooperation, the time honored brands will also seek more advice from e-commerce companies, and even allow them to intervene in product production to explore deep cooperation.

　 Keep abreast of the times

From "net red" to "Changhong"

The biggest feature of time-honored brands is the public's reputation. But in nostalgia, how to face new markets and develop new vitality is still a problem that the old brand businesses need to face.

At present, there are many ways to innovate the time-honored brand, but the innovative products that consumers are fond of often focus on "following fashion trends" and "artistic design", while maintaining the original quality and sticking to the quality, so as to move from "net red" to "long red".

In August 2019, the China Innovation Challenge "Huangpu District old brand innovation and development special field" was held in Shanghai. 6 old brand enterprises in Shanghai released 17 innovative demands for the world. They hope to cooperate with the fashion IP, and make the old brand form a topic and attract young target groups through artistic design.

At present, there are more than 40 innovative teams with old brand enterprises. In the past 3 months, products have been recognized by consumers, such as the "Sanhua" series jointly launched by the hundred elk and the illustrator, and sold out of 100 thousand boxes on line for 1 hours.

Old brand innovation has brought a positive impact on the industry, and has led to the innovation of other brands in the industry.

Pan Hua said: "old brand innovative products must add value to the brand, such as art, fashion and so on, and provide a good template for other brands in the industry."

Pan Hua also said that it is fashionable to publicize its brand and make the product a "net red", which is also a major aspect of the brand innovation in the future. In addition to playing like the inner League and the big white rabbit, attention should also be paid to the platform for young people to gather.

On the Dragon Boat Festival this year, the five Fong Zhai launched the "zongzi star, please raise your hand challenge". This is also a case of old brand playing new media marketing. On the shaking platform, the topic has been broadcast hundreds of millions of times, and the Dragon Boat Festival's characteristics and novelty are skillfully integrated.

Wahaha encourages young people to join product creation to interact with young people. In October 31st, Wahaha Group held the "new product consultation and promotion creative competition" in Hangzhou, so that young people could taste new products and put forward ideas.

Zong Qinghou said: "the new taste tasting officer of university students will become the norm, and will be gradually implemented to the production end. A deeper understanding of consumer needs and ideas at the same time, let consumers participate in product development and design.

The experience of the development line and the construction of a "net red" tourist spot are the ways of Beijing light food Co. Ltd., which is the childhood memories of Beijing people. The Yili Arctic Ocean Park has been popular since its opening. Many consumers go to play with their family members, while hand DIY is used to train their children's manual ability.

Li Qi, general manager of Beijing yilight Food Co., Ltd., said: "in 2018, the park received nearly 120 thousand people. In the future, we should continue to explore new products and new contents in depth, make the Arctic and Arctic park more refined, more characteristic and more cultural, and use the leisure land to build the theme park for the benefit of the Arctic Ocean Culture, enhance and dig the radiant power of the time-honored brand culture, and teach the consumers and children how to make the products of the hundred years of good and old heritage for decades or even hundreds of years, so that they can know the origin of the products."

Old brand innovation has attracted the attention of young consumers, but not all innovative products can be recognized.

In this regard, Lai said: "old brand innovation is worth encouraging, but we can not blindly follow suit and innovate. Only by finding the right form of innovation and introducing the combination of fashion and art design can we really attract the attention of consumers."