Centennial old name and new fledgling brand, leveraging Guo Chao Marketing to create a new consumer brand -
"tide" new domestic goods
national tide. Not long ago,
, Laoshan Mineral Water explained the Classical Philosophy , which is "unprepared and difficult to save" at the "LIFE New Products Conference". "The first Internal Entertainment Wine Conference", the three major "top flow" Li Bai , Dufu , and Su Shi all "attended".
's deep light industry history has accumulated rich domestic genes for Qingdao . These century -old brands appear at ease in this wave of national tide with their natural retro style.
's highly personalized brand "new forces" are also borrowing the national tide. Founded in 2020, Qingdao's new tea brand "Headian Water Shop" quickly "out of the circle" with products such as "staying up late". Essence
is located in the Golden Lion Square "Lotte Water Shop".
is in Qingdao. Whether it is the old name that has been inherited for a century or a newly fledgling brand, it is borrowing the national tide marketing to integrate the ancient meaning of traditional culture and the new meaning of trend culture, tap the traditional aesthetic heritage and the elements of contemporary beauty, and create a new forces of consumer brands. Essence
is highly sought after by young people.
market analysts believe that behind this is the efforts of the consumer brand to update the marketing language system and reshape the marketing diversified channels. Consumer products have entered a new stage of development of capital and marketing. Those brands with "ambitions" urgently need to establish new images with personalized expression and value attributes, and achieve breakout and growth among many brands.
retro and modern new trend
consumption trend is unsuccessful. As if the national tide became a "weapon" for the new market expansion of the consumer brand overnight. In 2018, Li Ning made a stunning appearance at New York Fashion Week , opening a new trend of Guo Chao. Subsequently, old domestic domestic products brands such as Big White Rabbit Toffee and Return Sports shoes also returned to the center of the market stage with a new look.
"national tide" is popular.
's "Guo Chao Brand Young Consumption Insight Report" released by June this year shows that compared with ten years ago, the popularity of Guo Chao increased by more than 5 times, and 78.5 % of consumers prefer to choose Chinese brands. The new generation of people represented by the "post -90s" and "post -00s" has a strong sense of national pride and cultural self -confidence, and has a higher acceptance of the national tide brand. In recent years,
, Qingdao's consumer goods brand has followed the "national tide" wind direction, opening a new brand upgrade road. As a century -old brand, Qingdao Beer has continuously tapped the "retro" and traditional genes in brands, and draws creativity and inspiration from traditional culture. In 2019, Tsingtao Brewery specially invited the design team of NPC's design team custom show to bring the "century -old national tide" to the New York Fashion Week stage. The retro Morida girl in Haipai cheongsam and holding Qingdao Beer shows the national tide style of Qingdao Beer. The classic 1903 retro tank products have re -entered the classic bottle sticker screen a century ago. Sports interprets the new image of "Guo Chao Tiger".
century -old Laoshan mineral water has also embarked on the road of national tide. In 1930, the first bottle of Chinese mineral water was born in Qingdao, and Laoshan Mineral Water was imprinted in the history of the development of Chinese bottled water for nearly a century. At the "LIFE New Product Conference" held recently, Qingdao Laoshan Mineral Water Co., Ltd. General Manager Wei Hualei came to the stage to tell the story of Laoshan Mineral Water "only for one bottle of good water in 100 years", and the "100 -year history" is the most important. Important dimension of plastic ore brand IP.
national tide wind rises, the old -name catering brand ,000 and spring store decoration and menu design have taken the retro route, and a bowl of ribs of rice has a national tide flavor. Jimo Laojiu played cross -border, and launched new products such as old wine, old wine cake, old wine milk tea.
Old domestic products have taken advantage of the new trend of retro and modern, and new consumer brands are not far behind."Headian Water Shop" excavates traditional health culture, integrates traditional Chinese herbal medicines such as ginseng and wolfberry into modern new tea drinks. Essence
Headian Water Shop has made each shop into different "dynasties". From products to store visual design is full of national tide elements. The shop theme of the Qingdao Vientiane City is "Datang Lotus Garden". The "Little Lotus" IP in the store stands sideways, and a Ditang Qi rhyme with "a lotus leaf Luo skirt, Furong opened on both sides of the face".
national tide is a new expression that integrates traditional culture and modern trend elements. Whether it is the old name or a new brand, it has kept up the new trend of retro and modernity through the national tide, and has opened a new traffic password for dialogue with young consumers. For the new marketing of
,
behind the traditional consumer goods brand, after going through the development stage of scale expansion, channel construction, category competition, the evolution of the rise of e -commerce and the new generation of consumer values is restructuring the traditional retail industry. The new business model with guidance "is gradually formed. Whether the marketing can" directly hit "consumers to become the key to the survival of the brand through marketing. From this perspective,
, on the one hand, the national tide fits the "post -90s" and "post -00s" generations of generations such as cultural self -confidence. On the other hand, it also takes into account the group of generations that pay attention to self -expression and like novel groups. Guo Chao has become a "new language" that the brand can quickly communicate with young consumer groups. Behind the rise of Guo Chao is a comprehensive transformation from major consumer brands from industrial design language, brand narrative capabilities to marketing methods. The language expression of the
national tide brand must not only have the connotation of the traditional cultural water level, but also highlight the personality and attitude of generations. "The most difficult drink" Laoshan Baihua Snake Grass Water and the "Late Renxuan Water" of "Lotte Water Shop" have chopped the curious and early consumer psychology of young consumer groups. Self -ridiculous "like and place orders.
Qingdao Beer's recently launched H5 online interactive advertisement, the Dragon Dragon Dance Lion Dance scene with the integration of Qingdao beer elements appeared in the opening. In the subsequent interaction, rap , MBTI testing, Cantonese and other trendy elements.
cross -border marketing has become the basic operation of Guo Chao Marketing. Laoshan Baihua Snake Grass Water Cross -border co -produced canvas shoes. In 2021, Tsingtao Beer opened his brain. He created a refrigerator with the retro refrigerator in the 1970s and 1980s and appeared in Shanghai Fashion Week . From linkage sports events to integration into trend music culture, to launching cross -border joint products, the Qingdao brand has continuously shaped new national tide culture symbols in recent years.
e -commerce has become an important marketing channel for the national tide brand. In 2021, Laoshan Baihua Snake Grass Water sold 500,000 cans of Laoshan Baihua Snake Grass Water through the live broadcast platform in just 3 minutes. Since the beginning of this year, the Municipal Bureau of Commerce has guided the old -fashioned enterprises to combine traditional operations with modern technology, especially Internet big data, and accurately analyze consumer needs with the help of e -commerce platforms. More and more traditional consumer brands in Qingdao have begun to get out of traditional channels, embracing new platforms such as live broadcasting, Xiaohongshu, and B Station.
's new changes in the demand for consumption demand for consumption, which has opened up "new supply" for the national tide brand. The major consumer brands in Qingdao are entering the young circle through Guo Chao Marketing to become a "social symbol", breaking the original product line and consumer groups, and creating a new consumer forces.
The city push behind the national tide
is turbulent. At the beginning of the birth, different urban culture, commercial soil and industrial resources allowed each domestic brand brand to have a clear city "branding". Therefore, compared with other brands, consumer brands always have a more direct connection with the cities it produced. In recent years,
In recent years, Shanghai Big White Rabbit , Baique Antelope , Liushen Flower Water and other old -fashioned brands have accompanied the national tide to "out of the circle", which always makes people organically associate with the city in Shanghai.Guo Chao is full of the image of Shanghai, and the symbols of the city in Shanghai are strongly empowering the national tide brand. At the moment, the old -fashioned "revival" of Shanghai continues to cause heat. Recently, Shanghai Medicine Soap officially brought the new brand liquid soap series and released the bathroom exercise "Rubbing Fuck", and launched a challenge for rubbing exercise on the Douyin platform. The brand quickly rushed to the hot search.
Like Shanghai, Qingdao also has the history of light industry development worthy of the light industry, and has a broad space for promoting the upgrading of consumer brands. According to statistics from the Municipal Bureau of Commerce, Qingdao currently has 19 "Chinese old names" and 25 "Shandong old names", which is rich in domestic brand resources. The retro genes comes with these old -fashioned brands coincide with the tradition and paid tribute to the tradition in the bone of the national tide culture. However, in terms of actual development, some old -fashioned brands have lagged lagging in recent years. The cultural resources behind the brand have not been tapped, and they have also stimulated in marketing language and channels. At the moment of
, in the name of the city to better activate these valuable resources and realize the mutual support of the national tide and the image of the city, it will be an important path to promote urban consumption levels. With the light of "Chinese goods", more new -name new life is allowed to cultivate more new consumption forces. (Qingdao Daily / Guanhai Journalist Wang Weiwen / Picture)
