Why is the non-legacy brand lost to the new network red?

firstly, the process is complicated and difficult to inherit. It is an important cause of "inheritance difficulty" that the echelon of the people who inherit the non-legacy old brands is broken. The average age of the representative inheritors of non-legacy time-honored brands is over 6 years old, and the overall population of inheritors is aging. There are still many "non-legacy" who have no inheritors or only one person left. The cost of living during the apprenticeship alone can't support themselves, so no one likes to learn now.

second, it is difficult to express without refinement. Although many time-honored brands have unique products and exquisite skills passed down from generation to generation, they can't accurately extract and convey the spiritual value of the time-honored brands to more young people through suitable channels today, which leads to some time-honored brands losing to the new network red 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 by legacy and time-honored brands.

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

fourthly, generations have done it according to this craft, but the people it has adapted to are the generation of the past. Now the consumption has been updated and the tastes of young people have changed. If the traditional tastes are changed completely to adapt to the market, it will not be called an old brand. We must make something new on this basis in order to meet the market.