Old Brands Play Through &Nbsp; Check The Old Brand In Hangzhou.

From the long history to modern times, today's time-honored brand will produce products.

They come across history, and the brilliant marketing ideas can be interpreted to the extreme flavor of the modern flavor of the time-honored brand.

In May 6th, Vincent Fang went to Shaoxing to collect folk songs.

On this trip to Shaoxing, he was prepared to write on the theme of Shaoxing wine, and composed by old partner Jay Chou to create new songs together.

Vincent Fang's trip to Shaoxing made the old brand "Guyue Longshan" rejoice. After browsing the former residence of Lanting Pavilion and Lu Xun, Vincent Fang was invited to the central wine warehouse by Guyue Longshan.

In this central liquor warehouse, which covers an area of 308 acres and has a capacity of about 100000 tons of Tibetan wine, which is mostly in the altar for decades, the famous poet is deeply enchanted by the mellow smell of yellow rice wine.

Fu Jianwei, chairman of Guyue Longshan, said he appreciated Vincent Fang, who thought he had made a ladder between Chinese traditional culture and young people.

This is exactly what the yellow rice wine industry has to do.

"Vincent Fang is very popular among young people. He wrote lyrics for Shaoxing rice wine and pushed yellow rice wine into fashion."

Speaking of this, Fu Jianwei naturally linked Vincent Fang's popularity and the future of Millennium rice wine.

After the product itself and packaging are reborn, Guyue Longshan's creative chain is linked to brand creativity and advertising. Guyue Longshan is catching the emotional appeal of the younger generation and playing the young card.

In 2010, the "Guyue Longshan", known as "China's time-honored brand" by the Ministry of Commerce, has long started the fashionable article of making yellow rice wine, that is, integrating high-grade and cultural flavour into yellow rice wine products.

The design of yellow rice wine should be discarded with red yellow matching, dark yellow bottle, and red and yellow wrapping paper.

The bottle shape is designed in a variety of irregular shapes, forming a distinct distinction from traditional packaging.

So the brand "Lanting preface" flower carving, celadon series, fifty year gourmet wine and so on have been listed. When the strong and sour taste can not get the goodwill of the young people, the company has innovating the flavour and taste of yellow rice wine, and has developed a number of low grade, nutritious and fashionable new products, such as champion Red and Oriental wine.

How to make more young people accept traditional yellow rice wine to make yellow rice wine meet the needs of young people? Guyue Longshan has his own train of thought, that is, low and refreshing, and packaging becomes fashionable and personalized.

"Nowadays young people often stay up all night. We can add radix puerariae and other medicinal materials in yellow rice wine to achieve a role of reducing fire and regulating the body.

Another is personalized service, such as having a friend's birthday, you can give him a bottle of yellow wine with his birthday, age and name on Guyue Longshan.

In addition, we are trying to meet the current logistics requirements of online shopping and group buying.

On the one hand, the product itself, on the one hand, is brand feeling. When Guyue Longshan wants to make fashion sense enough, more and more time-honored brands are also playing through.

From ancient times to the modern age, from tradition to fashion, there are really many things to do.

"In the 20s and 30s of last century, there were more than 4000 old businesses in Hangzhou, but there are only more than 100 existing ones."

In the view of the Secretary General of the Hangzhou time honored brand association, the most fundamental question of leaving the old shop is the difference of ideas.

"Traditional brands are often afraid to go through the half way according to the old side. Although this helps to maintain their characteristics, but with the change of things, if young people pursue fashion, if there is still a stick to the rules, so that young people can adapt to the tastes of the elderly, what market can there be?"

The secretary general thinks that "inheritance is very important and innovation is more important. This is an article that every brand needs to do."

So we see that Zhang Xiaoquan's knife scissors, Wang Xingji fans, Kong Fengchun's skin care products and Fang Hui Chun Tang's cream cream have a large number of fans in the city's young consumers. After 80 and 90, they pay for these products with a hundred years of historical heritage, and they say that the purpose of purchase is not to nostalgia.

If not for nostalgia, what qualities do these ancient brands pass from history to modern age, so that young fashion people are obsessed with it? {page_break}

Old brands attracting young people

Down-to-earth from products

In recent years, some fashionable and cutting-edge styles of kitchen utensils have been frequently pmitted on micro-blog.

This is a set of flashes of brilliant metallic luster, with extraordinary creativity and artistic taste of knives, scissors, wok and stew.

It is a natural thing for many to feel that it is a foreign gadget across the ocean, and the answer is surprising.

The director of the "big play" is actually "Zhang Xiaoquan".

With the help of excellent technology and artistic form, the 100 year old Zhang Xiaoquan has been pformed into a new kitchen feast, bringing a modern kitchen to everyone.

Elegant and modern, the kitchen spirit.

The cost is tens of millions of RMB. After 3 years, the machine equipment has been imported in Germany, and the grinding sharpness of the machine has been improved...

Interbrand, a global brand consultant, has made a look at its image. Now the "Zhang Xiaoquan" tide is full of flu, it has become a little dared to know, and emanates a strong flavor of luxury and fashion.

The most popular "Zhang Xiaoquan" on the micro-blog is kitchen scissors. It is not cold, colorful, crisp cucumber green and corn yellow. It seems that you feel that life is so wonderful when you are busy cooking.

The 400 most expensive knives and scissors are 3888 yuan's "silver pond color scissors", which are made by hand. It takes more than 20 days to complete a job and is completed by a worker from the beginning to the end. It is a handicraft in itself.

As the director of "Zhang Xiaoquan" R & D center, Zhu Liping has to be busy until 8 o'clock every day to get home. She shoulders the arduous task of product image mastery and production process.

Zhu Liping revealed that in order to make more young people love the old brand "Zhang Xiaoquan", the product will enable more advanced materials in the world.

"We have also tried in the most advanced international ceramic cutters, and made three models of knives, which are surprisingly good both in form and sharpness. Because of the limitation of material properties, ceramic tools can not be made too large and suitable for making cutting tools."

Fashion Styling attracts young consumer groups. Although the price of the new product series has been raised over the old ones, Zhang Xiaoquan, the responsible person of the company, has revealed that the sales volume of the new product has expanded the original capacity several times, and it will be five to eight billion in the next few years. It should not be a dream.

With the innovation of time-honored brand, we can always find the shadow of high technology.

Many women who have used Kong Fengchun's antioxidant skin care products are quite sure of their effects on preventing wrinkles, improving pigment deposition and desalting stains.

In this regard, the company Jiang revealed that it was because the brand integrated modern technology, joined the international ecological certification of the patented yeast peptide and grape polyphenols and other high-tech products.

A good horse makes a good saddle.

Old brands need new packaging.

It is not easy to make the old brand a commodity that young people like.

In addition to having the quality of products that stand up to fashion testing, we must also have product images that match the aspirations of young people.

The media reporter who runs the fashion line in Hangzhou is no stranger to Kong Fengchun, Jiang Hongbo. He is easy-going and eager to deal with reporters. In the interview, he never forgot to instil Kong Fengchun's fashion ideas into the media.

He clearly wants to change the product, his idea must change first.

The international brand of skin care products and fashion media have maintained proper friendly cooperation. He also hopes to use the fashion media to package Kong Fengchun as a hundred years old sentiments and a skin care brand that young people in the city love.

How to make traditional and modern harmony get along with Jiang Hongbo on the packaging is a lot of work.

"Old brand packaging is really hard to adjust. Some consumers think our packaging is too fashionable. Some people think it is too traditional and consider it over and over again. We still insist on the strategy of tradition and fashion, and grasp the Chinese fashion beauty."

Under the fashionable tone of gold, red and sapphire, Kong Fengchun is permeated with a strong urban atmosphere, and the "calligraphy" on the package and the patterns derived from the auspicious cloud pattern all deduce the trend of the new products of domestic products.

The image of brand display directly affects consumers' shopping sense. If they want to attract younger people, can the image of product display win?

To this end, "Zhang Xiaoquan" spared no expense to invite the famous British trademark design company Interbrand. This customer service group that serves the big global companies covers about 2/3 Fortune 100 companies, providing "all-around" one-stop brand consultation service for "Zhang Xiaoquan".

For Zhang Xiaoquan, the promotion of image is three-dimensional and omnidirectional.

In order to let more young people know, a month ago, "Zhang Xiaoquan" official micro-blog launched online, now has more than 1000 fans, but this number is obviously far away from the number of enterprises desire.

In order to boost popularity, Zhou Li, director of the Ministry of e-commerce, revealed that in July of this year, official micro-blog will launch a public relations campaign. If you click on the mouse, you can get a "Zhang Xiaoquan" Taobao mall coupons just by micro-blog.

Relying on the history of the centuries old brand, the activities around the brand are also wonderful.

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Culture and creativity collide with fashion stars

The time honored brand is very strong.

At 10 a.m. on June 15th, the rain drifted for a while, looking at the haze of the sky. "Wang Xing," fan industry vice president Wang Jianhua worried about his heart.

"From time to time, the" Korean star culture Pioneer Park "tour of the Korean tourists should be here, to see this weather, they are mostly blocked on the road.

Wang Jianhua said to himself.

Since last year's "Wang Xing Ji" China's time-honored brand cultural and creative industries opened, tourists from all over the country and around the world poured in.

Wang Jianhua revealed that next, Wang Xing Ji cultural creative park will also work with Hangzhou travel agencies. Just like those 100 years of Wine Vineyard in France opened to Chinese tourists, "Wang Xing Ji" part of the manual workshop has begun to open to international tourists.

Face to face with famous teachers, draw fan faces, talk about fan art, experience the fun of fan processing; after reading, in the dazzling shopping malls, tourists can also relax and drink tea, talk to fans about fans, and select favorite fans.

In these old Chinese products, it is far from enough to rely solely on product marketing.

Brand design, packaging, marketing promotion and product centric activities directly affect whether the old brand can turn over into a fashionable product.

The promotion of these activities is a gas field, a culture. It restores the time-honored brand culture in a moistening and silent way. This fashion that crosses history will make the brand of 100 years become younger and more internationalized.

Wang Jianhua remembered that in April this year, the creative industrial park also ushered in a special guest, who is known as "the father of the world's cultural and creative industries", Mr. John Hawkins.

As a leading economist in Britain, a leader in the study of copyright, media and entertainment industry, the new concept he brings coincides with Wang Xingji's idea. The successor of the intangible cultural heritage must bring forth new ideas in the fields of culture, technology, craft and market, including a small bakery, or a leather shoe workshop.

The declines are either too much in pursuit of fashion, or the strategic positioning of the industry is not too conservative.

How to grasp the yardstick of inheritance and innovation of traditional time-honored brands, many brands are pondering.

For example, in the search for brand spokesmen, the time-honored brand "Kong Fengchun" took a lot of thought and cautiously.

In the end, Feifei Sun, who was named "China's first classical beauty" by netizens, won many famous TV dramas.

Jiang Hongbo disclosed that Feifei Sun's endorsement fee exceeded one million yuan.

Although Kong Fengchun has a history of more than 100 years, the young consumers are still rather unfamiliar. The reason for choosing Feifei Sun is that she has a deep knowledge of classical culture and a preference for collection.

This image is very consistent with Kong Fengchun's.

Jiang Hongbo said.

Finding lifestyle for young consumers

Old names are on spike, micro-blog and Taobao.

Young people from the 1980s to the 1990s will be the biggest consumer group in the future market. As long as they can start a consumption boom and storm, the market will be brought up.

The 100 year old is deeply aware that young people dare to accept and try new things, and are easy to be affected and reeducated. Therefore, the network of young people has become the focus of brand concern.

Most of the old online shopping main battlefields are chosen in Taobao mall.

A little bit of attention will find that a batch of old brand names will open up a new battleground for online shopping -- from the "zongzi king", "five Fang Zhai" to the hundred year old "Zhang Xiaoquan" scissors, and then to the "millenary culture" Xiling Seal society.

The old brand is trying to test the water in e-commerce.

Zhang Xiaoquan, Minister of e-commerce, Zhou Li already contacted e-commerce in 2004. It can be said that before he came to "Zhang Xiaoquan", he had the experience of network sales, and he was more confident of online stores.

In April this year, the sales volume of the new Taobao mall Zhang Xiao Quan flagship store reached 650 thousand.

In her view, "Zhang Xiaoquan" has unique advantages in doing e-commerce.

The brand became famous in 1663. It is China's time-honored brand, more than 100 varieties and more than 400 specifications.

China's domestic market share and occupancy rate has always been the first among its peers, while products are also exported to Southeast Asia, Europe and the United States.

Zhang Xiaoquan's fame and reputation both at home and abroad is a guarantee for opening up the Internet market.

Zhou Li believes that the most advantage of Internet sales is brand and integrity. In this respect, they have natural advantages, but the challenge is also huge.

First and foremost is how to meet the needs of Internet users. There is a great difference between users' demand concept and traditional user consumption concept, which also causes different users' needs.

Zhou Li's worry is also the worry of many old shop layout shops. These objective problems make most of the old brand brands cautious when they are shopping online.

For example, "Kong Fengchun" Jiang Hong Bo said that online shopping is still exploring, because there are 200 stores distributed in a second tier city, to deal with the relationship between online and offline is not a day's work, which also determines that the time-honored brand can not invest too much on online channels at once.

But he also said that the total consumption of young people is more than that of the elderly. To seize the huge market of online shopping is to seize the youth and vitality of the Internet age.

Next, the urgent task of "Kong Feng Chun" is to improve the network sales channels.

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Hangzhou time-honored story

Wang Xing Ji

In 1875, Wang Xingzhai set up Wang Xing Ji Fan Zhuang in Qinghe Fang, Hangzhou. He worked hard in material selection, workmanship, variety and so on. Black paper fans, sandalwood fans, silk fans, white paper fans, feather fans, palace fans and drama fans were all available, among which black paper fans and sandalwood fans were most famous.

Its fan works very well, and the general fan has to go through sixteen processes: paste surface, folding surface, coloring and plastic operation.

Wang Xingji produced black paper fans with brown bamboo and mulberry paper as materials, that is, fans can cool off and shelter from rain.

It has always been inscribed by paintings and calligraphers. It was collected by the National Museum, and was presented as a "state rite" by the head of state. It was called "oriental treasure" by foreign merchants and sold across the ocean.

Kong Feng Chun

Founded in the first year of Qing Dynasty tongzhi (1862), it was opened by Kong Chuanhong of Xiaoshan.

Kong Chuanhong used to be a walking street lane, carrying wooden shavings called "wood shavings".

"Shavings", once a thin slice of elm wood, is rich in glue and soaked with water. It becomes sticky but not greasy. It is a necessity for old women to comb their hair.

Some people say that the powder and rouge are elegant objects in the boudoir, but the shop names are too vulgar.

Kong Chuanhong asked many people to name, but none of them liked it.

One day, Kong Chuanhong took a nap and dreamed of flying in the shop and dancing in the shop.

Kong Chuanhong woke up, inspired by dreams, and changed the shop name to "Kong Fengchun powder shop".

Zhang Xiao Quan

Ming Chong Zhen years, Anhui Huangshan City Yixian County man Zhang Xiaoquan Zhang Jingao to Hangzhou big well lane production ancestral scissors.

Thanks to the good steel used in Longquan, Zhejiang, and carefully produced, the scissors front is fast and durable.

Take the name card Zhang Dalong scissors, Kangxi two years, renamed "Zhang Xiaoquan" scissors.

After Zhang Xiaoquan's death, Zhang Jingao, his son, inherited his father's business. In order to protect his own interests, he added the word "near Ji" in the name of "Zhang Xiaoquan", which was regarded as authentic.

In the Qianlong years, Zhang Xiaoquan's near scissors were listed as tributes.

Lou Wailou Restaurant

The building of Lou Wai Lou restaurant was built by Qing Daoguang, Tongzhi and Guang Xusan. Generally speaking, Daoguang twenty-eight years (1848) was more reliable.

The owner of this building is a Qing Dynasty fallen scholar, named Hong Ruitang.

He and his wife Dow Xiuying died from their parents, moved from Shaoxing East Lake to Qian Tang, settled at the West Ling Bridge on the foot of the lonely mountain, and made a living by rowing and fishing. Both husband and wife came from Shaoxing, a fish and rice village, and had a skill in cooking fresh fish and live shrimp.

Lou Lou Lou was the first one to cook and sell the shrimp and shrimp. After that, he thought of a small restaurant in the vicinity of the West Ling Bridge. After a little savings, he opened a smaller restaurant. At the beginning, it was only a cottage, located near the 61 springs, between Yu Lou and Xiling Seal society.

Jingyang view

In 1907, a Zhejiang Zhuji strong man with a bright braid behind her head came to Hangzhou alone. He opened a "picket shop" called "Jingyang view" at the Yok San Guan Street at the bridge of Yunsheng street.

The pickled vegetables and fermented bean curd, especially the "double inserted melon", were brought to Beijing by officials from Zhejiang in Beijing. Besides the food, they were also donated to their colleagues and princes in the Imperial Palace, and then they were sent into the palace.

Because the double inserted melon is crisp and salty, it has a little sweet taste and delicious taste. On the "Buddha" (Queen Ci Xi), Emperor Guangxu, down to the palace, the imperial concubines are designated as the essential dishes in the morning, so they are also called "tributes".

Hu Qingyutang

Hu Qing Yu Tang was thirteen years of tongzhi (1874). By the late Qing Dynasty "red top businessman" Hu Xueyan, "to benefit the people" began to build Hu Xueyan Qing Yu Tang Yao Hao, and in Guangxu four years in the big well lane shop completed and officially opened business hall.

Located at the foot of Wu mountain in Hangzhou.

Based on the Royal Pharmacopoeia of the Song Dynasty, Hu Qingyu Tang Pharmacopoeia was selected from past dynasties, and was famous for its development of proprietary medicines.