What is the taste of AI endorsement?Centennial old name "Play" from Yuan Yuan Universe

On August 22, Zhejiang's century -old brand "Wufangzhai" opened the purchase. The brand of "Wufangzhai" began in 1921. On the basis of inheriting the national food culture, it modernized the famous "Jiahu fine dot" production process of the Ming and Qing Dynasties. Wufangzhai's rice dumplings are made from the traditional craftsmanship of the century -old inheritance. Its production skills have been included in the third batch of national intangible cultural heritage list by the Ministry of Culture. Like "Wufangzhai", the "Texas picking chicken", which is also a century -old name, also disclosed the prospectus in July this year. This brand was founded in the Ming Dynasty.

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Many century -old samples have begun to enter the capital market. They will develop themselves through the power of capital and use capital tools to make financing and mergers and acquisitions. However, the listing is not the end. We have seen some old -fashioned names on the market. For example, Shanghai White Cat has been out of the market due to poor management and lost money for 3 consecutive years. 100 million, the listing was terminated this year; the old -fashioned Xidan Shopping Mall also helplessly submitted the termination of the listing of listing in 2021; the famous old -fashioned dog ignored buns were left out of the consumer because of high -priced buns.

For the old name, although the road has been long before, the future way may be longer.

There is an important topic in front of the old name, how to seize the hearts of young people.

This point, the "Five Fangzhai" of the century -old brand made a lot of useful attempts. For example, the "Five Fang Eight Cream Gift Box" launched by Wufangzhai, the creative inspiration of the gift box taste is derived from the eight major cuisines in China, drawing the essence of the local characteristic cuisine and integrating into the rice dumplings, so that consumers can also feel the taste of the taste of the rice. All kinds of delicious. Wufangzhai also introduced the concept of the "Yuan Universe" for the first time. The virtual brand spokesperson "Wu Nu Nuo" was the first AI virtual spokesperson for Wufangzhai.

Let's look at the "Texas Chicken Chicken". Although Texas has a history of more than 300 years, it also launched "Lu Xiaosi" a few years ago. The key marketing target groups are targeting young consumer groups. In order to cater to the consumption habits of young people, Lu Xiaoji's category includes chicken feet, chicken wings, chicken legs, etc. The taste has spice, spicy flavor, rattan pepper flavor, etc., and also introduced e -commerce live broadcast, short video marketing and other methods. But "Lu Xiaosi" has not formed a brand effect in the market of young people. From the perspective of revenue structure, the results are not obvious, and chicken products are still the income of Texas picking chicken. And similar competitions, Zhou Heiya, Juewei, and Huang Shanghuang have already entered the stage of product innovation as the core competitiveness, covering all ages.

In the era of online social, the old name should be pushed more new models. The current explosive models have brought unexpected income through virus social communication. For example, Ruixing Coffee's "Shengya Latte" was listed on the first anniversary of the listing, and sales have exceeded 100 million cups; and the new "coconut cloud latte" has sold more than 24 million cups from the end of April to the end of the second quarter. In terms of publicity channels, the old name should be closer to young people. For example, the number of old -fashioned brand merchants on Douyin in 2021 increased by 30%year -on -year; sales increased by 647%year -on -year.

Seizing the young people is to catch the future market. History is just feelings. If you lie in history, you will eventually be eliminated. Only by keeping with the times, grasping the rhythm of the times, and grasping the hearts of young consumers can you continue to rejuvenate.

Planning: Chen Jun Fang Wei

Comment: Cen Yan

Hand -painted: Zhang Dandan

Video: Jiang Yuanhao Shi Zhuoxi

Dubbing: Qiu Rensen

Produced: Daily Chamber of Commerce and Rong Media Center

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