Count the national brands that have been loved by everyone

In recent days, the internal controversy over the old national brand of Shanghai's home city has been accompanied by a news scandal, Shanghai home control management of Shenzhen peace and the contradictions between its administrative team open, although the final real shareholders meeting on both sides of the solution, but the domestic brand of thinking about the topic is the loudest, even before earlier, Whether the revival of some domestics is a flash in the pan or the return of the king is still subject to the test of time.

Once the fall of Jian Li Bao, to the sale of Hero brand, domestic brands can almost be said to be dead law different ... I do not know at what time, there are a number of domestic brands in our childhood years, gave us eternal memories, but these bodies with a strong national color brands in today's market economy springtime, began to fade their traces.

In the final analysis, these national brands fall for the following reasons:

One, the time has passed, the product has not been able to achieve timely transformation. We have been thinking about why China does not have a century brand, but in fact, the enterprise itself transformation is the key, the reference to the overseas hundred years brand why stand, the key lies in their bones there are changes in the gene, and domestic these fallen brands, in the tide of the times, neither hold the original gene, nor rapid change to open up new business, Therefore, it is inevitable to be eliminated. Typical representative is Arctic Ocean, plum blossom Sportswear, hero, waveguide and so on. They had the opportunity to seize the transition to become the next era leader, the result of pain lost a good bureau, let a person hand heaved.

Second, the internal innovation power is insufficient, controlled by the system of the war. They all originated from the planned economy era, the system is rigid, the historical problems, the governance structure, there is no one can adapt to the fierce competition of the market economy pattern, alive is lucky, death is inevitable.

Third, the loss of strategy, diversification traps. Almost all enterprises in China's environment, it is difficult to face the temptation of opportunity, in China, almost every opportunity is a good opportunity, but more opportunities are not opportunities, it will become the poison to kill you, the dilemma of diversification is the Chinese enterprises sad ridge.

Four, aloof foreign-funded enterprises. In the early years of reform and opening-up, almost all the local enterprises trapped in the system were pushed to foreign capital, after the foreign takeover, the local brand was eventually become the foot stone of its entry into the Chinese market. Typical case robust and little nurse.

Five, did not put the brand building in an important position, has long neglected the disregard of brand building. Even unlimited abuse of the brand to expand the unlimited category, and eventually die.

Vi. the company's man-made disasters. Since China has still been on the way to establish the legal person structure, the professional manager's idea has not been implemented into the Chinese enterprise system, the team division and the infighting have become the most wonderful thing in the Chinese brand death law.

Seven, the core is, in the planned economy in the process of transformation of the market economy, this generation from the planning period of the management failed to switch ideas. Or use the idea of a planned economy to do brand and products, and eventually abandoned by this era is not surprising.

Check out the Chinese brands that have fallen in China these years.

1. Arctic Soda

The Birth date: Arctic Food Company's predecessor was built in 1936 of Peiping ice-making plant. 1949 nationalized, renamed as Beijing New ice-making plant. 1950 renamed as Beijing Food Factory, and officially registered "Arctic Ocean" trademark and Snow White Bear trademark logo.

Arctic Soda is no exception for our childhood memories, 1 cents a bottle, in the 80 's is a luxury to enjoy, to summer, a bottle of chilled Arctic soda, not only for the children have a strong attraction, is also an irresistible temptation for adults. It has been popular for half a century since 1950. The highest sales volume of a year sales value of up to 100 million yuan, net profit of up to 13 million yuan. It can be said that the era of absolute King brand. The most fire time, every day to come to purchase the car will line up hundreds of meters of the team. As the year goes by, a pile of plastic soda boxes stamped with the words "Arctic Ocean" in front of the commissary, as well as the big signs of "chilled Arctic Soda", made of cardboard boxes or wooden plywood, have been accompanied by generations of growth. With the advent of the 1995 tide of investment in the Arctic Ocean food Company with foreign cooperation set up four joint ventures, the famous "Arctic" soda was assigned to one of the Pepsi-Arctic Beverage Co., Ltd. production. Unfortunately, foreign investment has not brought vitality to the domestic enterprises, and soon after the joint venture closed down, the market is increasingly difficult to find the Arctic soda, the market, a generation of brands have disappeared.

Return plan: At present, the brand owner of the Italian food company has held a test on September 14, 2011, the future will increase the delivery of goods, for those with childhood memories, this is a chance to regain a sense of childhood feelings.

Popular index: ★★★☆

DROP INDEX: ★

Nostalgia Index: ★★★

2. Back-strength Sneakers

Resilience is China's first fashion plastic shoes brand. In the the 1970s, resilience shoes are almost the only symbol of sport and leisure footwear; Having a pair of back-force shoes is already a pretty bull's flag in teens.

A kind of high waist basketball shoes, the foundation is very thick, has two or three centimeters, inside has a half moon type red sign, inside the ankle bone position has a medallion size white round leather, is a body-shaped nude male.

When the back shoes were popular in the 70-80 's, at that time, children's biggest dream is to have a pair of back-strength sneakers, as Wang Shuo said, in the Cultural Revolution, when you wear a pair of back shoes out of the time, many times, you go home when the light foot, why? Because your shoes were stripped away. Visible back force of the Sheng. Its forged classic sneakers are now the object of other footwear imitations. Unfortunately, it is also difficult to escape the competition of foreign brands, in the competition with foreign footwear, quickly in the market decline. The 2000 has been an infinite fiery back to bankruptcy, now the brand has been in the hands of Huayi and for when the revival, difficult to have a timetable.

Return plan: 08, a domestic leap brand shoes in Europe suddenly become the fashion industry darling, and earlier the Chinese snake skins are also popular in Europe, which proves the strong vitality of Chinese brands, return to power back, I believe that as long as the operation will have a good market.

Popular index ★★★★

Drop INDEX ★★★

Nostalgia Index ★★★★

3. Phoenix Bicycle

Half a century ago was hailed as "the grass nest fly out of the Golden Phoenix," The Phoenix bicycle ~! carrying a childhood memories, still remember when I was young, I was in front of the bar, father in the car seat, the mother in the back seat, the picture seems to be forever fixed there, a Phoenix bike so bearing the weight of our family. The brand value of the two bicycle brands that were tied to a permanent bicycle at the time was not easy for BMW, which was hard to see in that era. It is said that every child riding the Phoenix bike, if fell, it is not first to see their own hurt did not, but first look at the car broke no, visible Phoenix brand of bicycles. and Phoenix Bike is not only in the domestic hot, in the early 90 's is the bicycle field of export large, export volume ranked China's first bicycle export position. The most beautiful time, is the Chinese girl married standard configuration. But then because in the joint venture brand strategy, and foreign foreign capital and Taiwan-funded enterprises under the joint attack, the Rage brand finally had to regret the stage of the exit market.

The return plan: Phoenix This brand has again entered the electric car market, and the single bicycle business has been difficult to maintain the development of the group, Phoenix can Nirvana, and then the new chapter of the spectrum?

Popular index: ★★★★

DROP INDEX: ★

Nostalgia Index: ★★★★

4, Hero Pen

I don't want to give you a detailed description of how popular it is in the peak time, as long as you know at the peak of the Chinese pen market more than half of the market, a small pen. The number of sales is counted in billions. There is no need to know how good its quality is, as long as you know the leader's list of visits, the historic contract signing is indispensable. Don't know how high it is in the world, only know it has been exported to Europe and America. Don't know what it is in our hearts, as long as you know that it is in China is synonymous with pens, but also a few can be enough to the title of the country pen products, it won the honor can not count, it even produced in the world are all the top of the pen hero 616. It is a symbol of the culture of the Times. But today, when a tribe of pens sold tens of thousands of high prices, its 49 stake in the sale of only 2.5 million yuan, you know that belongs to its era has ended, leaving only regrets and regret.

The return plan: always exists, but has missed the best market opportunity, can not stand proudly in this era.

Popular index: ★★★

Drop INDEX: ★★★

Miss Index: ★

5, Jian Li Bao

You must remember when you were a kid, that classic orange Jian Li Bao bottle. You must also remember that you want to be in good health, please drink Jian Bao, jian Li Bao-let the world taste Chinese taste. These familiar advertising words affect the younger generation. In the 2013, with the death of Li Chingchen founder, the brand was no longer the heat of the year. Jian Li Bao was founded in 1983, in a short period of two years, from millions of sales to tens of millions of to hundreds of millions of sales, it's innovation in marketing, especially in sports marketing innovation, the continuous sponsorship of the Asian Games, while borrowing the Olympic Games Dongfeng, sponsorship of the Olympic delegation, thus being sealed as the Oriental God of water. Then the internal control of the enterprise and continuous business expansion failure, let this national brand enterprises step by step down the commercial altar, with the departure of Li Chingchen, once the dazzling stars fell.

Popular Index ★★★★★

Drop INDEX ★★★★

Miss Index ★★★

6, Little Overlord Learning Machine

When the Little Overlord learning machine appears, if you are a, you know that time to have a small overlord learning how happy things. Believe that a lot of people buy its purpose must be playing FC red and white machine game, the small overlord filled all of our time of the after-school memories. The extent of its popularity needless to say, it is regrettable that such a national brand, after Yongping left, and then missed the strategic development opportunities, and finally in the next era before the advent of the market, now, has disappeared in the eyes of people.

Popular index ★★★★

DROP INDEX ★

Miss Index ★★★★

7, Vigor 28 detergent

You may not know this business is a brand from the town of Jingzhou, Hubei province. But must know Vigor 28, Shashi Day of this sentence familiar advertising language, that year the advertisement word was spread across the river North and south even with a fire Shashi city. At the peak of Vigor 28, it once occupied 85 of the market share of the Chinese market. To know that the world day of the giant Procter and Gamble in the shampoo market share of more than 60. And in the 90 's survey of the understanding of detergent, the highest is not a stain, not a white cat, The top of the list is vigor 28. The Giants are trying to acquire vigor 28 when they are unable to compete. Unfortunately, Vigor 28 later fell into the competition of shareholders, a few easily changed hands, has fallen into the hands of foreign companies and days Hair group, is now the purchase of rice flowers. But it has been difficult to reply to the courage of the year, the market share is basically negligible, even in the local also difficult to find traces.

Popular index ★★★★

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8. BEIJING Instant Noodles

Beijing instant noodles is not from Beijing's instant noodles, but from the Henan province, the instant noodles from the city of the enterprise. As a child, the instant noodles of the Nan Jie Jie brought us endless joy, when the class ran to the canteen to come to a bag of Beijing instant noodles. Want to know how hot instant noodles in Beijing. Apply a classic advertising word, a year of instant noodles around the earth can circle 3 laps. The same age and the small-headed raccoon these brands, but have disappeared in the eyes of people. And until now, as long as you enter Beijing instant noodles on Baidu, there are still so many users will ask where to buy Beijing instant noodles. It is obvious that the brand's fire, especially for people in nostalgic times. Beijing convenience means an era. However, due to some strategic mistakes in the product and the transition period of Beijing instant noodles slowly sink down.

Popular index: ★★★★★

DROP INDEX: ★

Nostalgia Index: ★★★★

9, Waveguide mobile phone

You may not know the waveguide phone, but you must know a slogan: "Waveguide mobile phone, mobile phone fighter." This year the Red River across the advertising language let how many people suddenly remember this domestic brand, at that time, domestic mobile phone with waveguide and Kejian mobile phone for the two major brands, abruptly from then Nokia, Siemens, Motorola these three people have robbed most of the low-end brand machine market, thus becoming synonymous with Chinese manufacturing. But with the rise of Symbian hype system, the smart machine in the way, and the domestic machine in this closed speculation system, the wave of the name of the survival of the domestic brand and the decline of the home, until the Android era, only chance to reappear, unfortunately, the era is no longer.

Popular index ★★★

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10, Panda Brand TV

In the era of the Black-and-white television, the two word "panda" means the existence of an invincible TV field. A Jiao panda, a myriad of iconic stripes Heng fuselage and its tiny screen of millions of happy black and white light, always stay at the bottom of our memories. But since entering the color TV age, this fat cute Jiao grey panda has disappeared.

Popular index: ★★★★

Nostalgia Index: ★★★

Drop INDEX: ★★★★