How to achieve continuous healthy and high -quality development?

On June 17, the fourth China (Jiangsu) old -fashioned expo opened in Nanjing. This expo was held in the form of online exhibition integration and offline activities, which attracted more than 300 old names in Jiangsu and more than 140 old -fashioned samples in 16 provinces and cities including Beijing, Shanghai, Zhejiang. What are the new contents of the old name of "Old Story"?

The old name is the smart and sick "sister Lin"?

If the existing old -fashioned image is positioned, in the opinion of the chairman of Jiangsu Xiefun Chun Guoscoic Co., Ltd., the old name is Lin Daiyu's incarnation- "talent and smart" but "weak and sick, red and thin". "The old name, a complicated topic, people look at the old names often on both sides. The old name symbolizes beautiful and is a spiritual home of people. It is also sighing. Big production. "

The "Digital Transformation and Innovation Development Report" released last year shows that among the 1128 Chinese -established companies, food and catering companies account for about 50%, and live broadcasts have become a new model of digital transformation and development of traditional physical enterprises. At the same time, problems such as "old", "old", and "weakness" of old -fashioned companies have caused a certain degree of obstacles to their digital transformation and development.

Aside from the filter of time, the old name urgently needs to explore a path that belongs to its own to adapt to the new consumption and new environment.

The old -fashioned samples that were originally broken and faced with bankruptcy liquidation, after the reorganization of the new generation of enterprises Xiaoling Cat Company, set foot on the new journey of inheritance, development, and growth, and returned gorgeously in just a few years.

"What did the Suzhou people get up early? The answer is to eat a bowl of head soup noodles. Then we do the elements of the soup noodles '' in our cultural and creative products. , Eat soup and head. "Xu Dafeng, chairman of Suzhou Gan Shengyuan Food Co., Ltd., said that in cultural and creative products, they made noodles and abalone noodles with industrialized and standardized methods. Essence "It can restore a bowl of noodles you eat in the store. It is a bowl that can be blindly evaluated. At the same time, it is paired with the" Shoushan Fuhai West Bowl "of the Suzhou Museum that we re -engraved. It is presented on the ground. "In his opinion, the old name goes out without the establishment of an entire system of industrialization, standardization and digitalization.

Capital prefers "small and beautiful" or "strong and big"?

Can the capital market solve the problems faced by the old -fashioned company? Yang Yongzhong, deputy general manager of Hengshun Group, believes that for the old -fashioned enterprise, it is more important to have its own 'hematopoietic "function. "'Blood transfusion' can play a role in promoting the development of enterprises for a period of time, but the" hematopoietic "function is the fundamental guarantee for the healthy and sustainable development of the old -fashioned enterprise. The development of enterprises requires the help of the capital market. Competitiveness, constantly practicing internal skills. "

The capital market may be more popular with "stronger and bigger" enterprises. Shen Yan, a doctor of education and the old -fashioned project research group, bluntly said, "The old name carries cultural and economic value, and its operating level shows economic value. None of the old -fashioned companies must be bigger and stronger. We think This is a very urgent and close profit. "

Shen Yan emphasized that it is necessary to classify the old -fashioned enterprises. Some old -fashioned companies are very suitable for bigger and stronger, because they have very scarce and exclusive cultural resources; but at the same time, they should also see that some old -fashioned companies are more suitable for "small and beautiful beauty "". For example, the traditional handicraft old -fashioned enterprise is difficult to standardize, and at the same time, the consumer group is limited. Essence

The reporter learned that the Jiangsu Lailer Industry Investment Fund was the first time -honored industrial investment fund in the country, initiated and supported by the Jiangsu Provincial Department of Finance and the Department of Commerce. Yang Dongsheng, chairman of China New Cultural and Creative Investment Co., Ltd. and the initiator of the Jiangsu Laodiban Industry Investment Fund, introduced the fund investment strategy to carry out equity investment or mergers and acquisitions and reorganizations around the old -fashioned leading enterprise, and further enlarge the market value; Performance, to help enter the capital market; cultivate incubation, improve quality, and do special characteristics around the "small and beautiful" old -fashioned enterprises. "For example, for the old -fashioned companies of 'small and beautiful', we expect to invest 20 to 30, each investing 3 million yuan to 5 million yuan, with a total investment of 100 million yuan."

Why should you "be able to keep the classics and be a net red?"

A piece of soap has undergone transformation again and again. "In the past, everyone has used Nanjing soap to know that it is a piece of soap of laundry. Now the price of our" gold medal product "is 100 times that of the time. In the past, it may be more than 1 yuan. Now our most expensive products are sold for 90 grams of soap to sell 129 yuan. "Huang Yong, general manager of Nanjing Zhengguanzhuang E -Commerce Co., Ltd. said that soap is the core product of the company. They re -defined soaps. For such a definition, they have created several brands. The development, including the full handmade series, the joint series with the fashion IP, and the environment -friendly cleaning series. "In the future, we will also choose European and American countries as the starting point of overseas business, establish an independent official website, and use overseas design media brand marketing to cooperate with overseas channel partners to complete sales."

Wu Bin believes that the old name keeps the classics, and you can try the "mother brand" of business culture, such as Jinling culture in Nanjing, Suzhou's Limen culture, and Yangzhou's salt business culture. "Sub -brand", build an overall brand cultural system. "The old name establishes a new consumption model and lifestyle through brand positioning, design, marketing, etc., and also completes the historical mission. Through the development of business culture, it is necessary to enhance national and cultural self -confidence." Said Literature, a professor of the School of Law School of Shanghai University. To realize Nirvana's rebirth, from traditional to modernity, property rights from closed to openness, the value of the old name must be scientifically evaluated, and the property rights are open through fair competition in the market. In the past, the closed property rights structure also brought the model of "father and son and son -in -law". The old -fashioned enterprise must establish a modern legal person governance structure, but also to find the business model that suits them and establish its own supply chain.

"The unique products, exquisite skills and business philosophy inherited by Jiangsu '' Old names' have an inestimable brand value, economic and cultural value, and have become the outstanding representatives of Jiangsu's cultural symbols, historical memories and commercial brands." Wang Cun, a second -level inspector, said that in combination with the actual situation of Jiangsu, 8 departments such as the Ministry of Commerce of Jiangsu Province recently issued the "Several Policies and Measures on Promoting the Innovation and Development of the Old", which will promote the continuous and high -quality development of the old -fashioned name.

Xinhua Daily · Jiaojiao Reporter Ding Qianqi

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