Recently, the Fujian Provincial Department of Commerce issued the "Administrative Measures for the Recognition of "Fujian Time-honored Brands"" and released them to the public. For a time, "time-honored brands" and "century-old shops" have become hot spots of concern.
As of now, there are 97 time-honored enterprises above the provincial level in Fujian Province, of which 34 are “Chinese Time-honored” enterprises. According to statistics, in 2020, time-honored enterprises above the provincial level will achieve operating income of over 10 billion yuan. It can’t be considered low from the figures alone, but if you look carefully at it, only Pien Tze Huang will achieve an operating income of 6.511 billion yuan in 2020. Such a share demonstrates the glory of Pien Tze Huang, but it also contrasts the weakness of many other time-honored brands.
In the tide of the times, how can the nearly 100 time-honored brands in Fujian Province revitalize? How to meet the consumption upgrade? Can new moves polish up the old signs?
old is not equal to the gold standard
old is the intergenerational transmission of unique products , Has superb skills and service concepts, carries the Chinese nation’s craftsman spirit and excellent traditional culture, has a broad mass base and huge brand value, economic value and cultural value.However, in the wave of the times, every time-honored signboard that sticks to it has to go through many hardships in addition to condensing persistent pursuit.
For example, the "Bamin Time-honored Theme Block" on the second floor of Fuzhou Dongbai Center seems to be a little cold-hearted recently.
"Some time-honored operators, "good wine is not afraid of deep alleys" and "small wealth is safe". This makes the enterprise lack the pressure and awareness of competition. The old employees of the enterprise continue the seller's market under the conditions of the planned economy It’s difficult to update their ideas and service models. Coupled with urban changes and other reasons, they are gradually being eliminated." Industry insiders analyze.
The industry believes that part of the reason is that time-honored companies stick to traditional products. While maintaining the old taste, old craftsmanship, and old characteristics, it is difficult to make breakthroughs in their production models, and operating costs continue to rise. Manpower, material resources, and financial resources are not enough to support the requirements for expanding the scale of operations and technological innovation. "In addition, there may be reasons such as lack of talents and no successors."
is a time-honored brand, which is not equal to a golden sign. How to explore, inherit and cultivate time-honored brands, expand brand value, and give full play to its important role in stabilizing growth, promoting consumption, and benefiting people's livelihood. Time-honored operators are exploring, and government departments are also planning and thinking.
Balance between inheritance and innovation
, the former chef of Fujian Fuzhou Food Co., Ltd., is a team of Fujian Chuanfu Food Co., Ltd.Hu Jinjuan, one of the company's principals, is a descendant of its founder.
In Hu Jinjuan's view, in the past, time-honored brands were popular in the past, but in the final analysis, they still have excellent skills. It is consumers' high recognition of "ingenuity". But has to innovate if it wants to win long-term development. "Ingenuity and innovation are never opposites. A good balance between inheritance and innovation is the right answer for most time-honored brands."
Hu Jinjuan and her team believe that under the premise of maintaining distinctive In order to adapt to market changes, Fujian cuisine can go further, and the time-honored brand can truly flourish. At the moment, an urgent need is not only to retain old customers, but also to attract young people. This is the impact faced by time-honored enterprises and also contains opportunities for transformation.
After several adjustments, Chuanfu Food's business direction has gradually become clear-the Fujian cuisine is promoted to the market in the form of quick-frozen conditioning package . Such products are more in line with the current fast-paced life and are easier to promote Fujian cuisine has entered thousands of households. The dedicated R&D team is responsible for making the improved products more in line with popular tastes, nutritious and healthy.
Realizing industrialization on the basis of standardization is the common choice of many long-established enterprises that want to become bigger and stronger.
was selected as the fifth batch of "Fujian Time-honored" "Deaf Boss" Lantern Festival,From the beginning to sell on the shoulders and walk the streets and alleys to now have many stores, from the initial handmade production to the semi-manual semi-mechanized production, from the first one’s skills to the current family heritage, it is also advancing with the times. .
Lin Wei firmly believes that innovation is a way for craftsmen to save themselves, because there will always be bottlenecks, and only through breakthroughs and innovations can there be greater development. And innovation is not only the development of new products and new processes, but also the exploration of new business forms, new models, and new services with the help of modern information technology. Today's "Deaf Boss" Lantern Festival is also fully "on the Internet". Its products have landed on e-commerce platforms such as Yonghui Life and Pupu. It also opened " microshop" on WeChat, confining it to the Fuzhou market. The radius is greatly extended.
Looking forward to real support
is only the first step for the protection of established enterprises and the development of legally recognized enterprises. The various challenges that ensue are difficult for long-established companies to deal with alone.
The “Report on Digital Transformation and Innovative Development of Time-honored Brands” released by the Circulation Industry Promotion Center of the Ministry of Commerce of Fujian Province in June this year shows that although the pace of digital exploration of time-honored brands is generally steady, there is still a lot of room. In 2020, the epidemic has caused a great impact on time-honored enterprises that dominate traditional business methods. Among the catering, accommodation and commercial industries that have been greatly affected by the epidemic, there are 542 time-honored enterprises in China, accounting for 48% of the total.
In this regard, Xiamen's time-honored brand has already tasted the real sweetness.
In addition to legislation for the protection and development of time-honored brands, in 2019, the Xiamen Municipal Bureau of Commerce also took the lead in formulating and promulgating the "Implementation Plan for Promoting the Reform and Innovative Development of Time-honored Brands in Xiamen". Policy support and subsidy support will be given to many aspects such as heritage projects, brand creation and awards, restructuring and reorganization, technological transformation, technological innovation, chain management, participation in exhibitions, skills training, job title evaluation, financial services, etc.
In addition, Xiamen City's century-old research institute has been successfully registered and will hold its inaugural meeting in early September. This will be the first non-governmental think tank organization in Fujian Province that researches and cultivates time-honored brands. "The main task of the research institute is to check the pulse and write prescriptions for time-honored brands." The relevant person in charge of the Xiamen Time-honored Brand Association said that in the future, the institute will take the lead in formulating industry standards for time-honored brands, conduct cultivation research, research and training, and strengthen local time-honored enterprises and other provinces. Communication and promotion of time-honored enterprises.
It should be emphasized that even if it is a replicable standard chain, the time-honored brand cannot compete with the fast-developing fast-moving consumer industry. Its core competitiveness still comes from those craftsmen with high-quality productivity. Aiming at the shortcomings of talents, the Time-honored Institute not only pays attention to the cultivation of contemporary time-honored heads, but also strategically trains second and third-generation time-honored heads and heirs, and promotes the building of time-honored brands with talent development.
According to the plan, the new batch of "Fujian Time-honored Brands" certification list in Fujian Province will be announced before the end of the year, and will be unveiled in 2021 on "All Fujian Tesco · New Year's Eve Shopping".
To help more time-honored brands "out of the circle",The Fujian Provincial Department of Commerce also proposed that will use the Ministry of Commerce’s “Time-honored Digital Museum” online platform to create a centralized display window for time-honored brands in the province. Next year, it plans to organize some time-honored enterprises to participate in the National Time-honored Professional Expo to support the further packaging of time-honored products. , Build a time-honored brand exhibition center, and carry out various forms of time-honored brand promotion activities such as "Time-honored Brands Entering the Expo" and "Time-honored Brands Entering the Community".
(Comprehensive: Fujian Daily)
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