What is the difference between the old and the famous?

Recently, an authoritative survey showed that the brand value of Tongrentang, which is the 100 oldest brand in China, was 2.955 billion yuan, while the brand value of the oldest Yangmingyuan brand in the top 100 was only 15 million yuan, a difference of 200 times.

It is not surprising that there are many different types of business and that the benefits are high or low. What is strange is that when some once-brilliant old brands faced great challenges to survival, it was an unhurried calm. According to statistics, at present, “Chinese Time-honored” companies barely maintain 70% of the status quo, and long-term losses and bankruptcy accounts for about 20%, while there are brands.
, scale and good economic efficiency accounted for only 10%. It is in this 10% that the gap between the old-fashioned companies is also huge. So how can we make it rejuvenate and form a gratifying situation where old-time brands go hand in hand? The person concerned believes that the following important factors are indispensable.

The mental state of a person determines the state of existence of the company. First of all, let old lovers love the time-honored brand, and all those who are obsessed with grief and disappointment will only complain. Because it often spreads bad emotions, it will only shake the military. For those optimistic old-time operators, the time-honored name is not a burden, but a time-honored "golden signboard." In fact, the centuries-old historical accumulation has accumulated intangible brand assets for the old-fashioned enterprises and is a natural market advantage for the company. However, some of them are over-optimistic, causing many long-established brands to ignore brand management and construction for a long time. They lay sober on the so-called “golden signboards” and eat old books. As a result, the accumulated cultural heritage of old brands is gradually lost. The brand is in the minds of consumers. Loss of appeal and loyalty. Therefore, in the operation of the old brand, it is necessary to prevent pessimism, but also to prevent blind optimism.

Second, inject new vitality and increase brand gold content. If the old name is made of pure gold, brand building is a modern “gold-plating”. With the continuous development of the market economy, the time-honored companies only have to change their concepts, strengthen standardization and personnel training, and make great efforts in innovation and development so as to inject new vitality into the old-fashioned enterprises. With the changes of the times, many old-name commodities have been replaced by newer materials and processes. Even some commodities have already had very few consumer markets. Such old brands have little basis for their existence. The survey shows that the product positioning and marketing strategies of many old brands are still the "Cheat Code Collection." No matter how the environment changes, they always remain unchanged. In the end, the market is only narrowing. Most of the old brands are traditional products and services passed down from generation to generation. In the face of the ever-changing consumers and markets, if we continue to follow the old trend and do not adopt mechanized production and new marketing methods, we will certainly be eliminated by the market. At present, modern consumers have already had a fault in their understanding of the old brand name. Only when the old brand name is innovating for modern tastes and aesthetics, can it be possible to polish the “golden nameplate” that has been passed on for many years. We know that the value of brand value is not determined by the company, but by the consumer and the market.

In the end, the time-honored brand must not only actively implement the "heart-changing technique", but also can enter the "beauty salon" if necessary, and even "face-lift" at all costs. This is no shame. In the eyes of young people, the old name is not only a guarantee of quality and credibility, but also should have a new face with the times. In addition, every time-honored brand has a unique humanistic charm. There are many vivid stories behind it. Its arduous pioneering and honest business operations have new educational significance for modern people. This is the unique "charm of personality" of the old.

In the time-honored team, only one Tong Ren Tang is far from enough. Only the majority of the old names have become Tong Ren Tang, and the distance between each other’s value is gradually narrowing. Only in this way can a strong brand name be formed.