Talking about the new national tide of "Ningbo Story", how can Ningbo's old name practice "Da Mei Jing"?

In the new tide of the new country, how can Ningbo's duck and dog dumplings, Liyang Liquor, Shouquan Zhaoxizi, Ningbo brand water meter and other old names tell the "Ningbo Story" and play new tricks in the Internet era? Can Ningbo the old name, like the manufacturing single champion, forge hard -core brands and convey to the world to be wonderful to the world?

On August 25th, a 12A teahouse with the theme of "new national tide, the old name will collide?" The theme was held on the second floor of Luo Ziyu Restaurant, Moon Lake Shengyuan, Ningbo. The guests gathered together, combined with wonderful cases and insights, thoughts, and spoken, and brought a lot of inspiration and resonance.

"What is the soul of Ningbo dumplings?"

A "old -fashioned" signboard is a legend that records social changes, prosperous markets, and fireworks on earth.

In the eyes of many people, the "old name" represents the past, historic and old -fashioned brands, and some extent also represents monotonous, conservative, and stereotypes.

Data show that at present, the number of "Chinese old -fashioned" brands in my country has decreased from more than 16,000 in the early days of liberation to less than 2,000. Among the existing "old names", about 70%of enterprises have difficulty in operating, and only 20%live well. There are 69 "old -fashioned" companies in Ningbo, and nearly 80 % of the enterprises are struggling.

"You can't lie down because it is a" old name ". The" old name "needs to keep pace with the times so that it will not be eliminated by the times." In the year, when he took over the duck and dogs, he tasted the dumplings from all over the country, and invited the best snack master Ningbo to ask them "What is the soul of the Ningbo dumplings?" But Chen Kaihe did not agree. "I think it is a water mill craft, which represents the traditional skills of Jiangnan rice food culture for thousands of years, and this skill is worldwide."

Chen Kaihe's first decision to take over the duck and dogs was "now doing it." At that time, many people didn't understand, and even made fun of "It's like drinking milk, you have to raise cows first."

Although it is more troublesome to make dumplings now, Chen Kaihe insists on doing so, and it is more than 10 years. "This is one of the reasons why the duck and dogs can stand out of the many similar products." Chen Kaihe said.

How to play new tricks in the new national tide?

The "national tide" is based on Chinese culture and tradition. It integrates tone, fashion and style. It is a collision between tradition and modernity. "National Tide" has been born in 2018. After more than 4 years, it has become a landscape in the market.

Hu Yu, a professor at the Institute of Cultural and Creative Research of Tsinghua University, said that "national tide" is not only the tide of domestic goods, but also the tide of national strength, but also the tide of national movement.

In the new national tide, how does Ningbo "old name" play new tricks? Many participants said that change is the constant theme, and product innovation is the key.

Chen Yan, president of Sanjiang Shopping, said that the Hema and Sanjiang of the new retail will now make many self -developed products. In the past, the supermarket did not do this. Why did it do now? It is because the supermarket industry deeply feels the changes in the product side and demand. In the past, it was layers of distribution, and the supermarkets sold the same products. But now it is horizontal and penetrates forward. The new national tide has added a lot of cultural things, but whether innovative products can become explosive models, the product itself is the key to success, such as functions and cost -effectiveness.

Ying Zhenzhen, chairman of Ningbo Lyo Liquor, believes that as a "old name", their current consumer groups are mainly high -end business customers over 40 years old. In order to attract young groups, in recent years, Liyang has developed a number of new products, such as 12 -degree flower wine and low -degree yellow essence based on health and health, and received a better market response. At the same time, in terms of process innovation, Liyang developed the first "ground cylinder fermentation" process in Zhejiang. The quality has been greatly improved compared to ground fermentation technology, highlighting the characteristics of "fragrant sweetness" and "one clear to the end".

David, deputy general manager of Ningbo Medicine Materials, said that the new national tide awakened the revival of Chinese medicine. In 2021, Ningbo's medicinal materials were constructed to "Shouquanzhai Traditional Chinese Medicine Culture Center", developed cultural creativity, ointment alcohol products, and also made some cross -border cross -border. Try to increase cultural experience activities; in recent years, "Feng Cunren" has developed medicines and foods for health foods, keeping up with the consumer needs of young people.

Chen Kaihe said that in recent years, they have launched a variety of flavors such as durian dumplings, matcha dumplings, etc., and interact with many national tide brands to launch joint models, so that many people are surprised that "the old name can actually play with such a tide brand." At the same time, the consumer scenarios have also changed, such as the launch of the dumplings (dumplings do not need to be cooked, directly cold food), and combined with the Lantern Festival to launch marketing activities such as "everything can be wrapped in everything".

Innovation cannot be blindly adopted and precipitated

In response to the endless and dazzling innovation, there are guests believe that innovation cannot be blind and cannot innovate to gain eyeballs. The focus of innovation is to keep up and precipitate.

Wu Weiqiang, director of the Economic Institute of the Academy of Social Sciences, believes that in recent years, the rise of the "old name" and "new national tide" is the result of the interwing of factors such as national development, national rejuvenation, and cultural self -confidence. These changes are closely linked to the growth of young people after 00, and they are often more willing to choose domestic goods. Products should be innovative to maintain competitiveness, so that products can continue to meet the preferences of the target group. You can refer to learning a new "Little Giant" enterprise to improve quality and service stickiness through innovation. The close combination of products and culture can often make huge vitality. As a senior enterprise in the IT industry, Jiang Zhengrong, chairman of Zhejiang Maixin Technology, believes that well -known Internet companies generally take more than 20 years. For hundreds of years, "old -fashioned" enterprises do need to "brush one brush" through digital technology. The Ningbo Yuan Cosmic Society involves digital currencies, digital twins, blockchain and other technologies.

"If the old -fashioned manufacturing enterprise does not innovate, sooner or later will encounter the 'ceiling'." As a new single champion company, Luo Jun, the marketing director of Ningbo Water Water Watch Group, believes that Ningbo Water Water Water has been focusing on the main business business for more than 60 years. Active transformation, in addition to the update of the water meter, is also doing data services.

The more regional, the more the world

Ningbo, as a coastal city in the eastern part of China, has many loud loud and loud business cards -the city of the national single champion, the Olympic Hardware City, Shuxiang City, the world's largest port ... Through the efforts of the government, enterprises, and markets, forge a great brand in the future?

The guests believe that the more prominent the local characteristics of Ningbo, the more likely to have the influence of the radiation world.

Shi Minwei, Secretary -General of Ningbo's "Old name" Enterprise Association, believes that, as an Oriental port, Ningbo's "old name" concentration is concentrated, and local characteristics are obvious. In the integration of the "old -fashioned" and the new national tide, we can deeply explore the blessing culture such as the champion and Dongfuyuan, and expand the seven thousand years of rice culture and the Ningbo seafood catering culture.

"A category can be passed on for hundreds of years. I believe that it will still be circulated in the future. The dumplings have this characteristic. We have to do two innovations." Chen Kaihe believes that in combination with the trend of consumption upgrade, the duck and dog dumplings have been stationed in the current station. The Yangtze River Delta markets such as Shanghai, and exported to Europe and the United States, have become high -end dumplings in overseas Chinese circles.

The guests believed that with China's strong and cultural confidence, a great Chinese brand will be raised in terms of catering, Chinese medicinal materials and other aspects. And Ningbo's duck and dog dumplings, Liyang Liquor, Shouquan Zhaoxizi, Ningbo brand water meter and other "old -fashioned" products should tell the "Ningbo Story", accept repeated refining in a wider market, and practice "Da Mei "Struggle", rejuvenating Xinhui, breaking through the circle.

Reporter Zhou Hui

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