Desperately seeking the origin and culture of pot roast (diet)!

Fading away from the old old Chinese brand name when the old Chinese brand name to shine again in the time?

2006-12-06 06:23:18 Northeast China News

When people talk about "old Chinese brands", they can't help but think of Beijing Quanjude's roast duck, Tongrentang's traditional Chinese medicine, and Tianjin Dogfu's buns. However, once in the business world in the brilliant old, now facing a serious challenge to survival: authoritative statistics show that 70% of the old business in the country operating "very difficult", 20% of the business "barely maintain", only 10% of Only 10% are "flourishing". Inherited thousands of years of Chinese culture, weathered the vicissitudes of social change, how to get out of the predicament, revitalization, in recent years, government departments and all sectors of society **** with the topic of concern.

This year, the Ministry of Commerce began to implement the "revitalization of the old project" nationwide. According to the Ministry of Commerce's planning, the future will focus on cultivating the development potential of the "Chinese old", and take a variety of effective measures to these "Chinese old" in the policy to give appropriate preference to further enhance the independent innovation ability of these enterprises and brands and the international competitiveness. The company has also adopted various effective measures to give appropriate policy preferences to these "old Chinese brands" and further enhance the independent innovation and international competition of these enterprises and brands.

In the first batch of recognized "China's old", our province 9 enterprises among them.

Insiders analysis, "revitalization of the old project" for the development of the old enterprise provides new business opportunities, in the inheritance of "Chinese old" brand culture essence, the old enterprise must seek a way out in innovation, in the history of the brand on the basis of the new content of the old. On the basis of the historical brand to give the old brand new content.

Liaoning Province, nine enterprises among the "Chinese old"

Liaoning Province, nine old enterprises, December 19, 2006 is a day to look forward to. Because this day, the Ministry of Commerce will be held in Beijing, "China's old" award ceremony, the province's nine enterprises will formally become the first batch of "China's old".

The nine enterprises were Shenyang Dui Hua Gold, Silver and Jewelry Products Industry Co., Shenyang City, Ganlu Dumpling House, Hongxingtai Fushun Food Culture Co.

In April this year, the Ministry of Commerce announced the launch of a nationwide "revitalization of the old project", plans to use three years to re-identify 1,000 "China's old", the first 200 this year, and in the name of the Ministry of Commerce to award plaques and certificates. The first batch of "Chinese old brands" will be recognized in three years. The first batch of "China's old" selection and recognition work began immediately.

On September 30, the Ministry of Commerce announced 434 "China's old" list of enterprises, nine enterprises in our province on the list.

In this selection, the Ministry of Commerce not only redefined "China's old", but also announced the "China's old" recognized norms, established seven selection criteria: ownership or use of trademarks; brand founded in 1956 (including before); the brand is not a part of the company's business, but a part of the company's business. 1956 (inclusive); inheriting unique products, skills or services; inheriting the excellent traditions of the Chinese nation's corporate culture; having Chinese national characteristics and distinctive regional cultural characteristics, with historical value and cultural value; having a good reputation, widely recognized and praised by the community; domestic capital and Hong Kong, Macao, Taiwan and regional capital is relatively controlled by the company, in good operating condition, and has a strong ability to develop sustainably.

The press is not only a good source of information, but also a good source of information.

The reporter learned that in the 1990s, the then Ministry of Domestic Trade had identified a number of "Chinese old". With the economic and social development, the old face the external environment and internal management has undergone many changes, part of the old can not adapt to the needs of modern social development. For this reason, the Ministry of Commerce (MOFCOM) organized and formulated the "Chinese Old Firms" Recognition Standards, and carried out the recognition of "Chinese Old Firms" accordingly. The Ministry of Commerce hopes that through this series of activities, the concept of the "old" brand will be recognized by more consumers, and more importantly, through the participation and efforts of the old enterprises, industry associations, and expert teams, the "old" will accelerate the pace of independent innovation and develop a number of outstanding brands. The pace of innovation, the development of a number of independent intellectual property rights, international competitive strength of the famous brands.

According to the planning of the Ministry of Commerce, the future will focus on cultivating "old Chinese brands" with development potential, and take a variety of effective measures to these "old Chinese brands" in the policy to give appropriate incentives to further enhance the independent innovation capability and international competitiveness of these enterprises and brands. The company will also take various effective measures to give appropriate preferences to these "Chinese old brands" in terms of policy, so as to further enhance the ability of these enterprises and brands to innovate independently and compete internationally.

Liu Tiemin, Director of the Service Industry Development Department of the Shenyang Municipal Bureau of Commerce, explains that "China's old" refers to the long history, with products, skills or services inherited from generation to generation, with a distinctive traditional Chinese cultural background and deep cultural heritage, to achieve widespread social acceptance, the formation of a good reputation of the brand. He believes that the "Chinese old" recognition, the purpose is to guide the old enterprises to inherit and develop traditional skills and culture, so that some of the development of the old enterprises through technological transformation, accelerate innovation, the formation of new economic growth points.

Fading away from the old firms

"Head Sheng Xifu, feet on the old Meihua, dressed in Humble Xiangyi", which is the old Beijing mind on the status of the old firms and the glory of the description. In Shenyang, there are similar sayings, such as "first Guangshengtang, after the city of Shenyang", "head Qingfengrun, foot Neijinsheng" and so on.

However, these once glorious old brands, in the booming market economy today, is facing an existential crisis and development difficulties.

According to the survey data of China Brand Research Institute, at the beginning of the founding of the country, there were about 16,000 "old Chinese brands" in the country. However, due to poor management and frequent bankruptcy, this group has been sharply reduced to more than 1,600, equivalent to 10% of the total number of old firms in the early years of the founding of the country.

What worries the industry is that even these 1600 "Chinese old" enterprises, their operations are now in crisis. According to statistics, at present, 70% of this group of business "very difficult", 20% of the business "barely maintain", only 10% "flourishing".

"Industry insiders are familiar with the old '721 phenomenon', indicating that under the impact of modern business, the country's many old are faced with varying degrees of business crisis." Liu Tiemin told reporters.

In the 1980s, Qi Shoucheng, a member of the Shenyang Municipal Museum of Literature and History, conducted surveys and visits to the old firms in Shenyang. In the book he authored, included 26 commercial, food service industry in Shenyang, the old. Now facing the reporter, he had mixed feelings: "These 26 old stores are a century old. I was visiting, 26 old more in business. But today, due to a variety of reasons, part of the old firms have been closed, out of the jungle; some retreat in the small alley, stumbling; some are losing their characteristics, lack of vitality."

沈阳 "老字号 "到底有多少家，目前尚是一个难查的数字。 But it is certain that most of them are concentrated in the traditional catering, service industry, while most of them face tough competition with the industry.

The relevant departments of statistics, it is understood that during the Spring Festival this year, Shenyang City, the catering industry retail sales reached 270 million yuan, and several Shenyang catering "old", the total turnover of about 30 million yuan. "Many of the old, although a long history, but the influence is limited to the local, did not go out, and so far it is still a one-man war." Liu Tiemin analysis.

According to the statistics of the Ministry of Commerce, at present, the old enterprises in the increasingly competitive market economic conditions, faced with serious loss of outlets, institutional conversion difficulties, market development capacity is weak and other difficult situations. Some of the old development is difficult, on the verge of life and death, part of the market economy is gradually obliterated in the tide.

The old, become an urgent need to save the business symbols.

Fade out of the rivers and lakes for what

Today, most of the old are facing great challenges to survival, the fate of the old has attracted attention from all walks of life, what is the reason for the development of these "centuries-old store" to such a situation?

Qi Shoucheng analysis, do not pay attention to the publicity of their own brands, "wine is not afraid of deep alley" concept limits the development of some of the old. He said, many old enterprises still believe in the "wine is not afraid of deep alley" concept, that the quality is the best publicity, their own publicity is not as good as the customer's word of mouth, the old brand is to attract customers the best magic weapon. However, in the market economy, people's word of mouth has lost its original effectiveness, people's interaction with the reduction of word of mouth publicity has become unsustainable, so the old enterprises should also change the concept of focusing on the promotion of their own brand.

Some industry insiders believe that the old companies provide a very fixed product, unique skills lead to the product remains unchanged for many years, in this pursuit of fashion, fixed is outdated, which led to some of the old in the fierce competition in the market at a disadvantage.

Liu Tiemin told reporters that scientific and technological advances, mechanization, automation, information technology production methods, the popularity of the rich and colorful products and changes in consumer demand, so that some of the handmade skills to win the old lost their advantage, and some of the old features are difficult to show that the product is eclipsed; some of the old pioneering and innovative awareness of the weak, the lack of modern marketing concepts, all of these factors are making old These factors have made the old firms struggle.

Experts believe that the old is indeed the gold standard, does have a brilliant connotation, but the old also has an inescapable weakness: institutional rigidity, mechanism is not living, lagging products, backward equipment, outdated concepts, and most of the aging staff, losses and liabilities of the historical baggage. If confined to the traditional system and mechanism, hold on to the old signboard, relying on a single traditional product business, then, the golden signboard will be eclipsed --- this is the majority of the old decline of the fundamental reasons.

The wind and rain of the vicissitudes of the old < / p>

In Qi Shoucheng view, the old is not just a name, it is part of the city's precious cultural resources. He said: "Shenyang's old, through the vicissitudes of the century, is an integral part of this historical and cultural city. The process of these old firms inception, development, prosperity, decline, change, both as a witness to history, but also the epitome of the great changes in the history of Shenyang for a hundred years."

When it comes to Shenyang's old, many old Shenyang people will be like a family favorite out of a string: Neijinsheng, Guangshengtang, Nanxuan, the old Jiuhua ...... Nowadays, some of the old firms are still in the commercial war to continue to write the business myths, some of the old firms are still standing in the city of Shenyang's bustling markets today, and some have become a memory of people. The memory of people.

Qi Shoucheng to the Middle Street, for example, as the oldest of the yesterday.

Zhongjie was originally called "Siping Street" (taking the meaning of the four seasons of peace), officially built in the Qing Dynasty Emperor Huang taiji changed the Shenyang city cross street for the well after the street. In the middle of the street, has built a famous 25 shops, the initial building style for the Chinese building with the shed, which Tianheli silk room, Tianyitang traditional Chinese medicine store, Jishun silk room, Dui Hua gold store, and in the Tea House and Fu established earlier. In these firms, and Jishun Silk House reputation is the most shocking, the executive in the late Qing and early civil Shenyang Street firms of the bull's-eye.

In the commercial history of Shenyang, the street appeared five most: the largest department store - Jishun silk room; the largest watch and optician - Hengdeli; the largest pharmacy - Tianyitang. Pharmacy --- Tianyitang; the most famous brush store --- Li Zhanzhang; the smallest foreign goods store --- Tongyicheng. -Tong Yicheng. Qi Shoucheng said that all these old names are clearly visible in the old photos.

"In 1914, a small two-story building was built on the north side of Shenyang Zhongjie Road. This is the first building of the entire commercial street, is the new site of the old 'Jishun silk room'. To say that perhaps some people do not believe that year, a small building, far more influential than today's completion of a five-star skyscraper, and even stirred up half of Shenyang City. People were shocked to say: 'Jishun silk room up building! In the far and near, can not be broken to personally go to see the appearance. Who even two-story Jishun silk room have not been, that counts you have not seen, in vain to do a city people." Writer Ma Qiufen in the "old Shenyang" book said "Jishun silk room", is today's Shenyang second department store location.

Before liberation, Shenyang, the more concentrated place of the old market area. Since the 1920s, the North Market merchants gathered. Gold store, silk room, theaters, restaurants, baths, pawnshops, etc. countless; storytelling, singing, wrestling, selling art of all sorts; at the same time, also emerged like the old side of the dumplings, Sanhe Sheng baozi, Shunfayuan pot brand dozens of local specialties such as savory snacks. Here, three religions and nine streams, five lines and eight works, as long as you have the ability to survive, you can put down roots in this place in the North Market. North Market and Beijing Tianqiao, Tianjin persuasion field, Nanjing Fuzimiao, Shanghai Chenghuangmiao, and so on, and was known as China's "top ten miscellaneous ba land".

"'three spring six floor seventy-two stores', folk saying proved that Shenyang old once flourished." Liu Tiemin said, "The twists and turns of the history of the development of each old firm can be interpreted in many stories, old firms contain the history and culture of a city."

The old tree spring deeper and more flowers

The old firms reflect the history of a city's commercial development, is a symbol of the city's traditional commercial culture is prosperous and developed. However, with the accelerated pace of modern civilization, most of the old firms have disappeared from people's sight. The first enterprises to be recognized as "China's old brands" are also facing the challenge of meeting changes and accepting the challenges of their peers. So, what is the secret of their invincibility in the business world?

"The secret of its enduring may lie in the continuation of the year, 'the real price', 'fair and square' a few big words. This is when the Shenyang old generally follow the way of doing business, and used to this day." Qi Shoucheng believes. He said that over the past hundred years, the old firms from a hobbling start to the development and growth, the business philosophy has never wavered, that is, they all regard their own brand and reputation as life; at the same time, the entrepreneurial spirit and unique business culture, but also to maintain the old business is the secret of the business of the everlasting.

"In the long river of history, the essence of each period is contained in it, and the attractions of each stage are recorded in the body, which is the uniqueness of the old firms. The essence of our development so far is the word 'integrity'." Shenyang City, an enterprise recognized as "Chinese old" that, from the late Qing Dynasty to today, they are from small to large, steady development, innovation, its unique features are: internal unity, product quality; products strive to work fine and beautiful, renovation; fair trade, and adhere to the credibility of the expansion of the branch, the courage to innovate.

Into the 1990s, the enterprise to take full advantage of the century-old brand, continuous reform and innovation, the implementation of brand strategy, the development of chain management, through investment to promote technological progress and product innovation, so that the enterprise has become a set of product development, design, production, wholesale, retail, chain management as one of the manufacturers, and hundreds of business customers to form a more complete Marketing network and perfect sales system.

In 2003 this enterprise to implement the restructuring, changed to a joint-stock company. 2004 September to resume the name of the opening, sales performance and the same period the previous year, compared to the growth of four times as much.

"Our development, not only to restore the old tradition, but also a new creation. The only way for our products to gain a foothold domestically and internationally is to carefully understand the connotations of tradition and innovation." This enterprise identifies branding and service as important means by which they can survive in the market. The enterprise concerned explains: "As a long-established brand, in order to make the brand attractive to the target consumers, we have to make a great deal of effort in the culture, and constantly excavate and summarize the cultural connotation of the long-established brand, but also for the brand to enter the new elements; in the management of the business, the same need to seek a road that meets the objective of both their own development and the development of the market. " To develop, we must build the brand, innovative brand, and can not hold on to the old, rely on the old. Since 2001, this enterprise has been gradually groping to adapt to their own development of the marketing model - chain management, using this model to expand the market, improve the marketing network, its chain network pattern in our province basically formed, the chain has reached more than 120 stores. In the process of developing chain management, through which the products, services, ideas conveyed to the community, so that consumers understand the brand, recognize the brand.

"The blossoming chain stores bring our brand into thousands of households, not only to improve visibility, but also high-quality products to promote the chain stores." The head of the enterprise believes.

"Although the fame of the old name is loud, but to continue, we must inherit the brand of the old name, and constantly add fresh elements on the basis of inheritance." Liu Tiemin told reporters.

Revitalization action in progress

The long history of the old, is a "gold signboard", the accumulation of huge brand value and cultural value should not be underestimated. In August this year, the China Brand Research Institute announced the "first Chinese old brand value of the top 100 list" shows that China's top 100 old brand value of more than 46 billion yuan; at the same time, as a carrier of the traditional culture of a region, the old through the winds and rain of social change, creating countless evocative of the history of the brilliant. Therefore, the revitalization of old brands is of far-reaching significance. In order to make the old this "brand-name in the brand-name" essence to be inherited, all levels of government, departments, all sectors of society are sparing no effort to action.

In April this year, the Ministry of Commerce announced the implementation of the "revitalization of the old project", plans to use three years to re-identify 1,000 "China's old", but also conceived through the development of the necessary support and protection policies to promote the revitalization of the old.

This year, 10 years ago, the Chinese government announced that it would re-identify 1,000 "Chinese old brands" in three years.

In October of this year, the Ministry of Commerce and the State Administration of Cultural Heritage jointly issued the Notice on Strengthening the Protection of Cultural Heritage of Old Firms. The Circular proposes to effectively raise the awareness of the protection of old firms, focusing on the protection of old historical research and cultural relics and buildings, commerce and cultural relics authorities around the world should actively seek the support of the local government and other relevant departments to avoid the blind demolition and relocation of old buildings, as far as possible, to retain the original location of the old firms and the original form of the building, in particular, we must enhance the original location of old origin stores. In particular, the in-situ protection of the originating stores of old firms should be strengthened. The Notice requires that the census, planning and protection of the cultural relics of the old firms be carefully done, and that the "Chinese old firms" recognized by the Ministry of Commerce be prioritized to be included in the national key cultural relics protection units if they meet the conditions. On this basis, the local business, cultural relics departments should work together with the relevant departments, as soon as possible to formulate the protection and development of the cultural heritage of the old and seek to incorporate the location of the economic development plan and the overall urban planning. For the traditional commercial district in the old, should pay attention to the protection of its surrounding traditional street scale and historical features, if necessary, to determine the corresponding scope of protection and construction control zones; in the current focus on the transformation of commercial lots and busy commercial streets on the old, should give full consideration to its specific requirements for the environment, through the urban design and planning, the formation of new commercial facilities and the old a good environment for harmonious coexistence.

Cities across the country are making various efforts to revitalize old businesses. For example, the Beijing Municipal Government has issued a relevant policy: starting from this year, the Beijing Municipal Bureau of Commerce will set up a special fund for the development of old brands to support the revitalization of Beijing's old brands, and some old brands are expected to receive up to 3 million yuan of project funding support and subsidized loans and other subsidies for the restoration of the project.

People believe that the revitalization of the old, although not overnight, but the "revitalization of the old project" and other government actions, is undoubtedly a new opportunity for the development of the old.

"But to achieve real development, to lay the foundation for the development of the old enterprises also need to practice hard: to maintain and carry forward the original fine traditions at the same time, bold innovation, and actively keep up with the pace of the times, so that the 'Chinese old' this piece of gold signboard to shine again. Re-cast brilliance." The people concerned emphasized.