Why do traditional time-honored brands need innovation and expression?

First of all, the process is complex and difficult to pass on. The echelon fracture of the inheritors of intangible old brands is an important reason for the "difficulty in inheritance". The average age of the representative inheritors of intangible old brands is over 60 years old, and the inheritors are generally aging. There are still many "non-legacy" without inheritors, or there is only one person left. I can't support myself just by living expenses during my apprenticeship, so no one likes learning now.

The second is that it is difficult to refine and express. Although many time-honored brands have unique products and exquisite skills passed down from generation to generation, today they can't accurately extract and convey the spiritual value of time-honored brands to more young people through appropriate channels, resulting in some time-honored brands losing to the newly-established online celebrity and facing the dilemma of "difficult expression". How to combine tradition with modernity and transform cultural resources into economic resources is a difficult problem that must be solved to leave time-honored brands.

The third is that it is difficult to innovate old products. Lack of innovation is an important reason. "Now there are few independent products, few sales outlets, narrow national coverage, and its market space needs to be broadened; Qian Xiangyi, who deals in silk fabrics, Zhao Yi Mall, which specializes in woolen textiles, and Ma Juyuan, who makes hats, are all "treasures" of China culture, but they are inaccessible to young consumers due to lack of innovation and expression, and their cultural values need to be explored.

Fourth, several generations have done it according to this craft, but the people it adapts to are the generation of the past. Now that consumption has been upgraded, the tastes of young people have changed. If the traditional taste is completely changed to adapt to the market, it will not be called an old brand. We must make something new on this basis to adapt to the market.