What kind of "old name" is not a "old -fashioned gold medal" in the "old name", can it be developed under the national tide?

In recent years, more time -honored brands have been active in people's eyes with the emergence of national tide. In addition, from the recent performance of the old -fashioned action, many old -fashioned companies are impacting the capital market. On August 22, the old -fashioned company Wufangzhai (603237) launched the purchase. The company's issuing price was determined to be 34.32 yuan/share, and the listing was nearly now. Tianjin Tongrentang Group Co., Ltd. and Shandong Dezhou Picky Chicken Co., Ltd. are queuing.

"Old name" someone is happy and some people worry

Some researchers have pointed out that the reputation and popularity of the general -established enterprises are relatively high, and the listing has unique advantages. Second, the asset quality and technical level of the old -fashioned enterprises are generally high.

However, from the performance of the old -fashioned brand that has landed in the capital market, some people are happy and worried. Wind data shows that there are 47 "old -fashioned" concept stocks, but the market value in the middle is not large. There are also blessings of the capital market, but different brands have ushered in different fate. Some can achieve adversity growth, while others have fallen into losses for many years.

The person in charge of the brand of the old listed company has pointed out that for the old -fashioned company, it is more important to have its own hematopoietic function. The blood transfusion in the capital market can promote 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. More, it is still necessary to continuously create core competitiveness and continue to practice internal skills.

It can be seen that the blessing of the "old name" is not exempt from the gold medal, and the company has core competitiveness is the key.

At present, there are 1,128 old -fashioned brands identified by the Ministry of Commerce, of which the diet and accommodation are at the forefront. The old -fashioned brand is mainly based on the basic consumption of life.

For the old -fashioned enterprises engaged in the sales of fast -moving goods, the direction of cultivation in internal skills is nothing more than the direction of product power, brand power, and channel power.

In the industry, the brand's arena is the stage of comprehensive ability competition. Those brands that have been dropped by the times may be that the ability in a certain aspect of is not good enough or not in time, and it slowly falls down. In the passage of time, it is conceivable to realize the continuous leap -up brand. It must be a player with a high comprehensive ability.

This requires the brand's efforts in different aspects.

The "adherence" and "innovation" of Wufangzhai's product strength

First of all, in the development of product power, McKinsey's research report on the development of old -fashioned brands pointed out that on the one hand, products are the core assets of the brand, and the old -fashioned brand needs to clearly recognize the bottom line that it needs to adhere to it. In terms of products, products need to be innovative and add innovative elements.

Therefore, the product should be "adhere to" and "innovation". Taking the old -fashioned brand Wufangzhai as an example, "Wufangzhai" began in 1921. It was identified as a well -known trademark in China by the National Trademark Office in 2004, which is the first batch of "Chinese old -fashioned" enterprises in the country. Wufangzhai's rice dumplings are made from the traditional craftsmanship of century -old inheritance. Its production skills were included in the third batch of national intangible cultural heritage list by the Ministry of Culture in 2011. According to the "China Lailer Brand Development Index" jointly released by the Ali Research Institute and Peking University Gwanghua Institute of Management in 2018, Wufangzhai ranks sixth in the TOP100 list of the old -fashioned brand, and won the top spot in food and catering.

In the "adherence", Wufangzhai has always insisted on retaining the "Wulfangzhai" rice dumplings series products "glutinous but not rotten, fat but not greasy, tender and delicious, salty and sweet" characteristics. In terms of innovation, Wufangzhai has newly opened a new series of High -end Series, Innovation FANG Demon Series, and new craftsmanship. It has launched new flavors such as snail powder, stinky tofu, and durian dumplings.

And, over the years, Wufangzhai has independently developed the quantitative filling equipment of rice dumplings, the cricket cooling gold detective three -in -one first -class waterline, and the leaves of rice leaves, and mastered the industry's advanced rice quantitative irrigation technology, rice dumplings fresh -keeping production technology Wait.

Pay attention to the inheritance of the traditional production process and the improvement of production technology and the modernization upgrade, which not only ensures the quality and food safety of the product, but also meets the requirements of production efficiency and scale and standardization.

Not only that, the company takes the "glutinous rice food as the core of the Chinese Festival Food Leadership Brand" as a strategic goal to protect and innovate Chinese cuisine. On the basis of inheriting the national food culture, Wufangzhai modernized the prestigious "Jiahu fine dot" production process of the Ming and Qing Dynasties. Other rice products and other foods are the product groups, which have two major production bases in Jiaxing and Chengdu.

Omnichannel operation capabilities

In terms of channel strength, with the diversified evolution of channels, today's fast -moving consumer goods channels are no longer such as online and offline. Channel operation ability.

Judging from the current performance of the old -fashioned brand, some old -fashioned brands can continue to renew their upgrades with excellent channel operation capabilities. It may affect brand development.

At present, Wufangzhai has built an online and offline integrated channel tentacles. In terms of offline sales, Wufangzhai's prospectus shows that as of December 31, 2021, Wufangzhai established 478 stores through direct business, cooperative operation, franchise, and distribution. In terms of online sales, Wufangzhai Sales Network has covered major e -commerce retail platforms such as Tmall, JD.com, Douyin, Ding Dong buying vegetables. In addition, Wufangzhai has achieved bright results online. 618 this year, Wufangzhai once again stood on the "C position" of the food e -commerce sales report. According to the 618 full -network e -commerce platform sales data report released by Star Map data, Wufangzhai has become a "grain and oil seasoning", "convenient for fast food" Two major food purposes "double champions". During the entire 618 period, Wufangzhai entered the top 20 list of Tmall 618 food store sales; in Jingdong Supermarket, Wafangzhai's turnover increased by 95%year -on -year.

In fact, in the Dragon Boat Festival seasonal season, Wufangzhai has become a frequent visitor to the forefront of food e -commerce GMV in the 618 period for many years.

Wufangzhai's channels are very rich. In recent years, Wufangzhai has established a omnichannel marketing network covering the country, chain stores, and e -commerce companies. In addition, the channel layout of Wufangzhai has also been balanced. The prospectus shows that in 2021, Wufangzhai's revenue from direct business and distribution was 1.753 billion yuan and 994 million yuan, respectively, accounting for 63.84%and 36.16%, respectively. 1.037 billion yuan, accounting for 37.73%of the total revenue.

Brand renovated and moved generations

Although the development paths and methods of the old -fashioned brand are different, they are all facing the same problem, how to continue to impress the generation of generations and rejuvenate the brand's youthful vitality.

For the old brand, "Old" is a double -edged sword. Because the "old" contains both the richness and historical heritage of the brand, and carrying the spirit of craftsmen, traditional customs and cultural complexs, the "old" may also contain the rigidity of the system and the crisis of customer base.

Generation Z refers to a generation born from 1995 to 2009. They were born in the era of digitalization and informatization, and they are about to become the main consumer army in the new era. "If you play with young people" have become a subject of repairs for the development of the old brand.

From the perspective of Wufangzhai, the old name must not only insight into the idea of ​​young people, but also "dare to think and dare to do".

In 2019, Wufangzhai fully launched the "glutinous+strategy", focusing on the strategic concept of "Chinese Festival Food Leadership Brand with Glutinous Rice Foods", mainly developing high -end, healthy and light -food products, and continues to be in rice products, continuing Traditional foods such as moon cakes, glutinous regiments, and other fields have adhered to innovation, and launched a series of nutrition, safety, delicious, healthy, and fashionable foods, which meets the needs of consumers diversified, differentiated and healthy.

In 2016, Wufangzhai launched the brand's youthful strategy, and chose the gameplay of the trendy cross -border joint -brand -name that fits the young people, with the help of IP cross -border cooperation to launch joint products. Wufangzhai has jointly launched customized rice dumplings with brands such as Hema Xiansheng and Xisheng, and the new "salted egg yolk meat cord" with the new "salted egg yolk and meat", and also cooperated with the mobile game "Glory of the King" to launch the joint name of King Glory Wufangzhai Dumplings gift box.

This year, Wufang Film, a subsidiary of Wufangzhai, released the first virtual artist -Wu Nuotan, and Wu Nu Nuo entered the Taobao live room to realize the common screen of real people and virtual people, leading everyone to experience the charm of the Chinese festival culture. Earlier, Wufang Film also launched the Dragon Boat Festival blockbuster "The next stop of the Yuan universe". The topic focuses on the thinking of the Yuan universe, the next stop of the universe, etc., which has caused a considerable degree of discussion.

From the perspective of Wufangzhai, Wufangzhai is a 101 -year -old "young man". With the finding proper balance between inheritance and innovation, Wufangzhai can continue to achieve self -breakthrough and brand renewal.

However, it is necessary to mention that Wufangzhai is not new for new. From the perspective of Wufangzhai, the sustainable development and evolution of the enterprise is not a disruptive innovation every day. Innovation is not a goal, but a means to achieve the goal. Wufangzhai believes that making rice dumplings in the Dragon Boat Festival, make moon cakes in the Mid -Autumn Festival, make dumplings and snacks in the Spring Festival, and three meals a day for Chinese people. Essence

Just as the fourth -generation non -genetic inheritor of Wufangzhai wrapped the technique of wrapping the tongue skills, he said that he had done only one thing in more than 30 years, that is, wrapping a dumplings.

At present, in the 36th processes of Wufang Zhai Zongzi, the mechanized operation of cleaning, rice rice, cutting meat, cooking, and packaging has been realized, but the dumplings are still reserved in the way of handicrafts, continuing the century -old inheritance of handicraft skills.

With the changes of the times, how to keep the righteousness and rejuvenate to gain further development has always been the problem and challenge faced by the old Chinese brand brand. With the adherence and innovation of the product power, Wufangzhai Fine operation, the continuous "tide" creative investment in the brand renewed, has made Wufangzhai develop steadily.

In the next step, Wufangzhai will officially enter the capital market and usher in another new stage of brand development.

Ye Xinran/Wen

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