Jinan Zhangqiu District Innovative Services to Promote the Revitalization of Time-Law Brands
Let the time-Law Brands Rejuvenate New Energy
November 2 At 19:00 on November 22, the heads of time-Law Brands such as Wuzhonghao Huangjia Barbecue, Hongyun Food, and Youyizhai in Zhangqiu District, Jinan City were guarding in front of the TV. This is because Zhangqiu’s time-honored brand has collectively appeared on the CCTV Finance Channel’s “Making Money with the Way” column.
In 2018, Zhangqiu Iron Pot became popular overnight. "After Zhangqiu iron pot became popular, brand chaos immediately surfaced, iron pots were sold everywhere, with different quality and price." Gao Guoqing, secretary of the Party Committee and director of the Zhangqiu District Business Service Center, introduced that strengthening guidance and protecting and establishing a truly time-honored brand has become an urgent need. Over the past three years, Zhangqiu District has made a series of measures to find time-honored brands and establish new brands.
"The Sixth Plenary Session of the 19th Central Committee of the Communist Party of China emphasized that we must base ourselves on the new development stage, implement the new development concept, build a new development pattern, and promote high-quality development." Gao Guoqing said, "In implementing the new development concept, we will innovate our working methods, be good 'waiters', and further promote the quality, efficiency and power changes of time-honored enterprises."
Now in Zhangqiu, time-honored brands are "growing together" with an annual output value of nearly 1 billion yuan. Every day at around 10 o'clock, when Wu Zhonghao's Huang family barbecue is released, it will gather a group of diners who come here, including many who come here from Shanghai, Tianjin, Henan and other places. Huang Kuan, the 22nd generation inheritor of Huang Family Barbecue Intangible Cultural Heritage Technique, said that he came back shortly after graduating from university and had no idea about brand development at that time.
In fact, many time-honored brands still adhere to the business model of family-style small workshops. "In 2018, we organized a survey of time-honored brands and found that problems are common." Gao Guoqing introduced that although Zhangqiu has many brands that have been operating for decades or even hundreds of years, only Baimaiquan Liquor Industry has been selected as a provincial and municipal time-honored brand. Most other time-honored companies generally have problems such as lagging system and concepts, outdated products and technologies, shortage of funds, loss of talents, and weak brand communication awareness.
To this end, in 2019, Zhangqiu District issued the "Measures for the Review, Recognition and Protection of Time-honored Brands" and launched the district-level time-honored Brands selection. However, problems such as incomplete information and irregular documents in time-honored brands are common. The staff followed up one by one in terms of trademark certification, data collection, material sorting, etc. On December 23 of that year, the first batch of 11 "Zhangqiu time-honored brands" were selected.
"The wine is also afraid of the deep alley." Gao Guoqing introduced that most of the time-honored brands in Zhangqiu are limited to the surrounding areas. How to get old brands out? Zhangqiu District Business Service Center promotes the revitalization of time-honored brands with "big services", and starts from reforming the system, changing concepts, innovating technologies, etc., to guide time-honored brands to keep up with the trend of the times, adapt to economic development, and promote the improvement of regional brand industries. We have organized time-honored brands to participate in exhibitions many times, connected with publicity platforms, and expanded corporate visibility. At the same time, an e-commerce live broadcast platform was established and an e-commerce live broadcast training course was held.
This year, the Zhangqiu District Business Service Center launched e-commerce live broadcast training for towns and streets. Huang Kuan's wife also participated in the e-commerce live training class and opened a Douyin account. Now she has nearly 300,000 fans.
promotes the transformation of small workshop-style time-honored brands to large-scale and high-standard modern enterprises, and Zhangqiu District is taking active actions. Another time-honored company in Zhangqiu District, Yizhai, completed such a leap last year.
Youyizhai was founded in 1908. "The factory had only two acres of land before, mainly freshly eaten braised foods, with an annual turnover of about 20 million yuan." Ma Jiawei, general manager of Jinan Youyizhai Food Co., Ltd., introduced that in 2020, Youyizhai moved into a new factory area of more than 10,000 square meters, and added a pre-packaged food production line, with an annual output value of nearly 100 million yuan.
"The concept was not good before. After years of learning and precipitation and government guidance, we turned around." Ma Jiawei introduced, "After the scale increased, the development pattern was suddenly opened, talents and orders also came."
In August this year, the Zhangqiu District Time-honored Brand Association held a meeting, and Ye Yizhai became the president's unit. Zhangqiu’s time-honored brands have ushered in a new stage of group development. At present, 8 time-honored brands are under review of provincial and municipal time-honored brands.
"In implementing the spirit of the Sixth Plenary Session of the 19th CPC Central Committee, we will continue to innovate service methods, solve the pain points, difficulties and bottlenecks that affect the development of enterprises, focus on the "urgent, difficult and anxious" of enterprises, and promote high-quality development." Gao Guoqing said.
