How far is the old name and young people?

Atlas News On the evening of July 8th, the event of the old "Three Entry and Three Promotion" Taizhou Station in Jiangsu Province opened in 2022. The summer night market gathered 44 old -fashioned companies and brand enterprises in the province, and the event will last until the 10th. It's more than half this year, how about the old name? What are the "new tricks"? How to "circle" young consumers? The reporter went to the scene to find out.

There are "generations Z" after the old name

As soon as Xiaoshu passed, the "steamer sky" continued, and the waves were still in the evening. In front of Cai Tianci Pear Ointment, Cai Yagang was busy introducing the efficacy of Lihua cream to consumers. From time to time, he wiped the sweat of his cheeks with a towel. If the order order, if the order is required to be shipped immediately, there is no goods. "With the ancestral cream, Cai Yagang's pear blossom cream order has been ranked until the end of the year. If you want to customize more than 20 bottles, you need You can get your hands in half a year. Why is it so popular? "Kumquat plasma pear cream is mainly moisturizing the lungs and phlegm. Under the epidemic, everyone pays more attention to nourishing the lungs and moisturizing the lungs, and more and more people are scheduled."

"10 years ago, I registered the" Cai Tianci "trademark after taking over. The older generation did not have this concept." As the fourth -generation inheritor, Cai Yogang was engaged in the building materials industry when he was young. "To be honest, it is a bit bitter to do this. You must keep making it. Hands have always been a posture. After a long time, it is a bit straightforward." In Cai Yagang's view, the family inheritance can continue the old name. The key is the key. Look at the product. Now Cai Yagang's son is busy working in banks on weekdays, and helps the home to do it together. "He is willing to learn, and it is also willing to pick up. The ready -made stalls will be taken over in the future."

However, for Qiao Yuan, the fifth -generation inheritor of Tiger head shoes in Taizhou City, it is necessary to "use love" to achieve the inheritance of skills. After getting married, Qiao Yuan learned from her mother -in -law Deng Xiaohua's hand to make tiger -headed shoes. A pair of tiger -headed shoes should pass more than ten processes such as natal soles, patchwork, flowers, embroidery, flowers, sticky beards, rolling edges, and border. "The tiger is the king of beasts. He puts tiger shoes for children, and has the meaning of being brave and avoiding evil." Qiao Yuan introduced that a pair of tiger head shoes took about 4 days and sold up to 200 yuan. Handmade is time -consuming and laborious. After doing it for too long, the eyes can't be eaten, but the income is relatively small. On weekdays, you have the main job work. When you have time, you can complete the order at hand. "I don’t dare to open an online shop. Come".

The profitability of the old -fashioned product directly determines whether the inheritor can live completely. In order to pass on this skill, Qiao Yuan and her husband regularly do manual activity lessons in many schools in Taizhou. This is our greatest expectation. "

At the ceremony, Taizhou Vocational and Technical College and Taizhou Dongfang Cakes Co., Ltd. signed a contract with the school -enterprise cooperation, jointly cultivating inheritance innovative talents, and promoting the traditional fiery of traditional techniques.

New taste retains the stomach of young people

After the old name is inherited, the new problem in front of it is, how to impress the hearts of young people? From the perspective of the old catering company, if you want young people to move "heart", they first retain the "stomach" of young people.

At the event site, a plate of sesame seeds full of yellow bridges scattered the remaining temperature, and in the sunset, the color was golden like crab. Jiangsu Delicious Fresh Food Co., Ltd. focuses on two types of braised vegetables and sesame cakes, and has 30 stores in the province. "Our sesame cakes are made of hand -made. They can make about 100 sets every day. They can generally make about 100 sets. Each plate is 60 sesame cakes." Zhu Jun, head of the company's comprehensive department, introduced that the young people are very picky. They must not only have more delicate taste, but also need to continuously develop new flavors. At present, the company has developed many flavors such as Sanding Cake, Beef Bakery, Crab Yellow Cake.

The Hengshun Vinegar industry, which was founded in 1840, is becoming "fashionable". This year, Hengshun Vinegar industry launched three types of cultural and creative ice cream in one breath, which are soy sauce cheese, vinegar and rice wine flavors. Each added 5%soy sauce, 6%fragrant vinegar and 7%of rice wine. 18 yuan. Not only that, a number of new products launched by Hengshun Vinegar industry are "tailor -made" for young people, such as zero oil vinegar juice, low sugar, low -calorie bubble water, and salt reduction. "Eating healthy" needs. At the same time, with the development of the "house economy", it is no longer a problem to launch seasonings such as braised pork and old -fashioned sauerkraut fish.

"Now the pace of young people's life is relatively fast. For example, make braised pork, you buy the meat back, you don't need to arrange the sauce, just follow the steps, about 10 minutes-20 minutes, you can eat braised pork." Hengshun Shunshun. Cao Zhengjun, the sales manager of Xiang Vinegar Taizhou, said that in order to attract young consumer groups, it is necessary to continue to innovate. In this regard, we will specifically launch cultural and creative products such as ice cream. Other products are different. It tastes not very salty, but there is a faint aroma of ice cream, and the mellow aroma of condiments such as soy sauce and vinegar, which is quite popular. "

While retaining the "old taste", the old name is also developing more new flavors and new products. For example, the Taizhou embedded peach cake launched the young people's favorite matcha cake and seaweed peach cake. Nantong Laowan and Lin Zichao cake launched a variety of new flavors of "small flower cakes" with black rice, osmanthus, and brown sugar.

In the heart lighting of cross -border cooperation, a medicine soap engraved with a tiger head has attracted a lot of consumers to stop and watch. Take a closer look, this piece of soap is not small. "This tiger soap is jointly launched by our joint Jiangsu Art Museum and China Pharmaceutical University. Weiming said.

The reporter learned that "cross -border cooperation" is already a strong point of Nanjing brand soap. It has launched rainflower stone soap. Two masters of united alloy foil and Yunjin non -heritage created gold foil silk soap. Smaller soap ... More and more young people are involved in the design. This year, the traditional creation studio of the School of Urban Design of the Central Academy of Fine Arts has jointly launched the cultural and creative product design and cultural creative product design and cultural product design of Nanjing as the urban object and soap as the carrier. Project research. In the works of young people, there are typical images such as cedar, plum cakes, and ancient Jiming Temple. They are designed as a combination of soap. They also select the noodles and eight -petal lotus patterns from the ancient building tiles of Nanjing. Out of the "Wayang Tattoo Museum Set".

In the summer night market, Yangzhou lacquerware is gorgeous. In the recently broadcast "Menghua Record", Song Yinzhang's nanyin pipa decorations played the snails. The snail craftsmanship is one of the Yangzhou lacquerware decorative skills. The reporter learned that the fruit shell store recently launched a number of Yangzhou lacquerware, of which the screen came from Yangzhou lacquerware factory. "We have developed young people's favorite jewelry boxes, tea cans, and storage boxes, which are more lifelike and practical." Mr. Zhang, the sales manager of Yangzhou lacquerware factory, said that in the past, the products were more ornamental. Slow transition to more practicality. "In the next step, we will develop some new products for young people and different consumer groups to meet new consumer needs."

Jiangsu currently has 96 "Chinese old names", accounting for 8.5%of the country, 271 old -fashioned samples in Jiangsu, of which more than 55 of them have a history of more than 100 years. It is not difficult to find that the old name has a lot of dialogue with young people, but it seems that there seems to be a distance to reach the real "two -way go". Wu Haiyun, deputy director of the Jiangsu Provincial Department of Commerce, said that this year, it will combine traditional holidays and consumer activities in various places to promote old -fashioned enterprises to enter the community, campus, and attractions to promote quality consumption, cultural heritage, and innovation development.

Xinhua Daily · Jiaojiao Reporter Ding Qianqi

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