Old Phoenix Xiang Shi Lihua: The key to reviving old brand in the team

Shanghai was once a birthplace of Chinese brands, and many of the most historic brands in China were born in Shanghai. According to statistics, in the 30 's, the total number of registered trademarks in the country is 80% from Shanghai. But these are just yesterday's glories, and these are the days when the Shanghai-born brands have gone through a lot of changes. What's wrong with the old Shanghai brand? Why did it not prosper when China's economy was most prosperous? Where is the key to revival?

Old Phoenix Xiang Shi Lihua: The key to reviving old brand in the team

Shi Lihua (Old Feng Xiang Group general manager)

With the development of China's market economy, the growth of the new generation of consumer groups, more and more products and brands began to provide us with consumption. In the past, 10 years unchanged products, whether it is a woman's face on the cream or men's waist belt, in today's increasingly competitive product brands began to change the situation, and those still a layer of unchanged brand to later only drag a heavy pace powerless to catch up. And these brands are familiar to us in the past.

Speaking of brand, from the 30 ago when China began from planned economy to market economy, "Shanghai" can be said to be a unique word. As long as the goods from Shanghai, or a little contact with Shanghai is very popular in the country, you can say "Shanghai" is a well-known brand, such as the 1955 began to build factory production of Shanghai poker player is a symbol of the status of that era.

Shanghai was once the birthplace of Chinese brands, and many of China's historic brands were born in Shanghai, such as "Samsung", this "Samsung" is not South Korea's "Samsung", but China's earliest toothpaste brand, but also the first bulb "ear", as well as the earliest fan brand "Watson", these brands were born in Shanghai. According to statistics, in the 30 's, the total number of registered trademarks in the country is 80% from Shanghai. But these are just yesterday's glories, and these are the days when the Shanghai-born brands have gone through a lot of changes. Now want to feel heartache, in China's economy is the best when the situation was staged in Shanghai, the old brand layer to pull down the curtain to withdraw from the stage of history. Of course, there are also brands such as Old Phoenix Xiang, Pui Luo, still the all-powerful brand. But it will be recalled that decades ago, as long as someone mentioned wearing and home to which one from Shanghai, is greeted by envy, and this scenario may be difficult to repeat.

What's wrong with the old Shanghai brand? Why did it not prosper when China's economy was most prosperous?

People say, "China 2000 to see XI ' an, 1000 to see Beijing, 100 years to see Shanghai." From the past ten Long-hidden of Shanghai to the 100 years of today's international metropolis, can be said that its economy has been at the forefront of China's most prosperous period, but the birth of the old brand although for Shanghai and even China made a landmark contribution, but did not like the old Feng Xiang and other brands go today. The problem is self-evident, since there are still hundred years old shop can stand in Shanghai, there is no time to deliberately abandon who left who.

Who killed the growth of Shanghai's old brand? Let us only helplessly watch many foreign famous brands in Shanghai Beach and even nationwide to seize the market. If anyone doubts the value of an old Chinese brand, think that a brand of oldest old age can really compete with international brands.

What I want to say is that the culture that the brand uses time and history to precipitate is not what the new brand has, although we need new brands to enliven the market, new ideas to our life luster, but the charm of the old brand is that it sustenance for generations of people's feelings, and an old brand can tell the story of an era, imagine, Shanghai Watch it is not just a watch, it is the existence of the era of consumer brand pursuit, but also explained the national economy at that time. There are still many old brands living in jeopardy, but who can continue their story? Thankfully, I learned that there are experts and entrepreneurs who have been working tirelessly to help the old brand revive, and they are using their own actions to help the old brand rekindle its vitality.

When I hold the book "The Road of Renewal of the old Shanghai brand", I can not help admiring the author's work. The book describes the history of the old brand honor and development of the status quo, as well as the presentation of accurate data, can be seen this book condensed the author day and night research efforts. If not dedicated to the old brand of research work, not many of these brands of the past and now familiar. Many of the old Shanghai brands mentioned in the case analysis, but also can feel the reading value of the book, each case can be said to be an old Shanghai brand from the decline of the classic revival.

At the same time, through this book, we feel another strength, that is, the revival of these brands behind the people and the team. Just as in the "2013 Shanghai brand Forum and the Chinese Old Forum" on the former Shanghai Municipal committee, deputy mayor, Shanghai Modern Service federation president Yupeng said, the key to the revival of old brand is people, is the brand behind the excellent team. I very much agree with this idea and viewpoint. The so-called Chengye Xiao. Corporate team to revive the old brand, to have such a feeling, into my lucky, defeated my life. With this kind of vitality God, no bad business, no revival of the brand. Feng Xiang These years can achieve some achievements, and our leadership team and the group has long cherished this feeling and vitality of God is inseparable, of course, many staff and all the leadership of the strong support.

As for the future of Shanghai's old brand, I think not only the people who have contributed to the research of Chinese brand development like the author, but also many of them like me, when they take their children out to see the old brand of clothing and appliances in the window, will tell them that when we were married or other important days, we used the fridge and the fan in the window to do the wedding or housewarming necessities, or to show that the material condition of our family life was even more.

So the revival of old brands is a big way to save some historic businesses for the Chinese economy, let them carry the honor of the past Chinese history to continue to stretch, become the world's hundred Years brand representative, and in the small direction, is for consumers, can continue our generation and the next generation of people's feelings, Even the older generation can tell the story of that particular era for the next generation by remembering the lives of decades ago.

In the book, I am very relieved to see the success of the Double deer refrigerator, which I did not think of. In the age of the fridge or a luxury, double deer refrigerator can be said to be a generation of Shanghai's life pursuit, may be today's young people have never heard, but now it is back to our eyes, I can tell children we then many stories, whether it is about living conditions, business environment or economic situation.

The old Shanghai brand, waiting to return to our consumer market, is not just two deer, there are many, such as the Book of the "Seagull" camera, "Watson" fan, "Shenhua" water heaters, "ling" refrigerator, "red heart" electric iron and so on brands, they are trying to walk in the revival of the road.

This book, with a professional eye analysis of the reasons for the decline of old brand problems, whether from the historical reason or from the company's own outdated management system, have elaborated on how they are from the glorious end. The book also uses such as Guanshengyuan, Deer, PEI and other old brands of live cases to prove their tenacious vitality and genesis of the myth, so that the reader can foresee as long as through effective management and restructuring, the old brand will once again become our choice of consumption.

The significance of this book is not only to remind me of the special economic market in that era of life conditions, but also let me think about the development of China's old Brand road. Although every old Shanghai brand has the possibility of revival, but the heavy responsibilities, the key key is still people, but also to the entrepreneurs of this group.

(The road of Shanghai Old brand revival) is the first monograph on the revival of the old brand in China. Author Shi Zhangjiang, a researcher of the Development Research Center of the State Council, a joint expert committee of Shanghai Municipal Government brand, and the secretary general of Shanghai Modern Service Federation. Former Shanghai Municipal party committee, deputy mayor, Shanghai Modern Service Federation president Yupeng Grand Preface, China's brand-name Promotion Committee director Aifeng, CEIBS President Zhu, Shanghai Municipal Government Deputy Secretary-General Xiaoguiu, LVMH Greater China President Wu Yue, New World Group Chairman Xu Johai, Old Fung Cheung Group General load Shi Lihua, Heng Group Chairman Liuruiqi, Huai Hai Business Group Chairman Wu Hosheng, the CPPCC member Jin Jianhua and so on portrait recommendation! Email: shizhangqiang@sohu.com Hotline: 135-645-23456; public micro-letter: Kam-kun brand marketing; Micro Bo: Jin-kun Stone chapter Strong, Kam-kun brand marketing)