Why do traditional time-honored brands disappear?

Data shows that from 1949 to the present, 90% of time-honored brands have been lost in the tide of the times and become history. When these time-honored brands blindly enter the market, they not only fail to please the younger generation of customers, but also lose loyal old customers, leading to dissatisfaction on both sides.

Fortunately, Sullivan did not lose himself. In 2015, Yan Xiaojing took over Sullivan. When asked how to run a good store, her parents told her: "Good quality, good taste, and then promote it. Because this is the taste that many people remember. , will make repeated purchases.” This sentence was kept in her mind.

Until now, Sullivan's production technology, product quality, and sales channels have always been as good as before. Its users have a very high repurchase rate, and most of them are old customers.

Although the epidemic in 2020 caused a huge blow to physical stores, Sullivan still opened four new stores in 2020. This year, two more stores were added, and according to Yan Xiaojing, the operating conditions of its stores are good. not bad.

But the market is constantly changing, and only by capturing the hearts of young people can we gain a foothold in the future. Yan Xiaojing, who was born in the 1980s, actually understands this truth. On the basis of retaining loyal old customers, this young man began to reorganize the store.

The post-80s "revival" of time-honored brands

"The transformation of time-honored brands will inevitably require adjustments in many aspects." Yan Xiaojing said, "So we chose to focus on product research and development, packaging redesign, and promotion channels. We began to make improvements and upgrades, and repositioned and upgraded our stores.”

We eliminated old products and developed new products, retaining the flavors in our memories while creating new flavors that young people love. . "The disadvantage of our Chinese pastries is that they are high in sugar and oil. Today's young people attach great importance to "health" and do not like to eat pastries that are too sweet." When talking about the gap between traditional pastries and young people, Yan Xiaojing said bluntly, “So we have begun to adjust our products, eliminating those old products that are not representative and have relatively low sales volume, and use these costs to create new flavors that young people like, such as egg yolk crisps, snowflake crisps, meat floss rolls, etc.