This tiger Xiao Dragon Yin toothpaste was awarded "Shanghai Design 100+", and the old name has new ideas. How to seize the domestic market opportunities?

The surge of the national tide is a new opportunity for every national brand. At the just -concluded 2022 World Design Capital Conference, Shanghai released a new round of "Shanghai Design 100+" and was displayed on the WDCC world design capital. In the beautiful design of the conference, there are many familiar and unfamiliar faces. For example, a tiger chrome dragon yin series toothpaste has won the award.

It is strange to say that the design of the two Tiger Chuolong Yin toothpaste is very tide -the national style series, of which Tiger Xiao and Long Yin are taken from the white tiger and green dragon, one of the four ancient beasts in ancient China, the design is bold and novel, and the design is bold and novel. It's like a new brand. But at a glance, in fact, the brand is already a household name -Meijiajing.

It is already a century -old brand, and it has just passed the birthday a few days ago -this year is the 110th anniversary of the creation of Meijia Pacific Clear Daily, and the 60th anniversary of the establishment of the US -Canadian toothpaste brand.

According to Wang Qin, the chairman of Meijia Pure Japan, the predecessor was founded in 1912. The brand inheritance has gone through a hundred years. Toothpaste brands such as Samsung, Baiyu, China, and Meijiajing are not only popular in Shanghai, but also exported overseas.

However, Meijia presents the pattern of "flowering walls inside the wall". According to Wang Qin, the two major brands of Maxam and Sprimint are exported to more than 40 countries and regions including Asia, Europe, South America and Africa with their high quality and cost -effectiveness. Brand toothpaste exports first. Foreign trade export sales have always occupied the forefront of national toothpaste exports and even daily chemical products exports.

But how to grasp the hearts of young people in China and make big domestic market share?

The old name also launched a new play. According to Wang Qin, after the country has released accelerated construction of a national unified market, it has brought huge development opportunities to the company's brand marketing. Step and agile operations. On the one hand, Meijiajing will accelerate the application innovation of scientific research through the improvement of new raw materials, creating new raw materials, creative design, and consolidating basic research through the improvement of raw materials, processes, and formulas. On the other hand, by grasping the trend of digital technology in the future, paying attention to young consumers' insights, and achieving product value shaping.

"At the same time, we will strive to build the brand's differentiation, carry out multi -form content marketing, to help the brand with digital thinking, and continuously develop new sales channels, and make better integration of online channels and offline channels. "She said that in recent times, Meijiajing has been exposed to more young people's markets through live broadcasts through Live Baohui Live Base in Hongqiao Pinhui.

Huang Pu, president of the Hua Laoso Enterprise Association, believes that most old -fashioned brands are constantly rising in inheritance. In the future, the old -fashioned brands need to be innovative and develop, and they need to pay attention to the cultivation of three aspects. The first is to reshape+innovation, and we must constantly adjust brand positioning in different periods according to the needs of social development; second, ingenuity+culture, inheritance of excellent craftsmanship and continuously give new brand connotations; third, image+reputation, when it meets people's senses, people's senses view Makes the brand's reputation while demand.

He suggested that the old -fashioned brand or other brands should be used for brand digitalization, brand cultural ecology, and brand linkage operations. "Now it is inseparable from marketing. There are all, but now the past gameplay is summarized and summarized, and it is expressed in a creative tone, so the marketing of the old -fashioned brand needs to keep pace with the times. The product is implanted in the minds of consumers, and the digital thinking helps to empower the brand. "

Yuan Lijun, director of the Shanghai Business Information Center, said that in order to promote the development of the old Chinese brand, the Shanghai Municipal Government has successively launched a series of policies in recent years, such as deepening the old name "one product, one policy, one plan", and support the release of "new national tide". Support the agglomeration and development of the old -fashioned business district, upgrade and build flagship stores, brand stores, and integrated stores, and promote digital transformation of the old name. Implement the internationalization strategy, support the promotion of the old name in the Expo, enter the duty -free shop, and the cross -border e -commerce platform. At the same time, it supports the listing of old -fashioned companies to list and issue bonds. As well as strengthening the special protection of the old -fashioned trademark, registration protection, coordination protection of different places, and cross -departmental protection.

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Author: Xu Jinghui

Edit: Shi Bozhen

Editor in charge: Rongbing

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*Wenhui exclusive manuscript, please indicate the source for reprinting.

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