Fifty-five brands were removed from the list of Chinese time-honored brands, and 73 brands were required to be rectified within six months … … Recently, the Ministry of Commerce and relevant departments announced the results of the review of Chinese time-honored brands, which attracted the attention of the outside world.
Many Chinese time-honored brands that have been delisted this time are brands that consumers have been familiar with, such as Daoxiang Village in Tianjin, Guanshengyuan in Chongqing and Xihu Brand in Shanghai. Why are these old brands taken off the "golden signboard"?
accept a transfer-listed player
The removal of 55 brands from the list of Chinese time-honored brands this time is the result of the review of Chinese time-honored brands announced by the Ministry of Commerce in conjunction with relevant departments after self-examination, local initial verification, expert review and social publicity. In addition to the above-mentioned 55 brands that were delisted, the five departments also rectified 73 brands with poor management and declining performance within a time limit of six months.
shop sign
The store motto is catchy, the store rules are unforgettable, and the products are inexpensive … … Time-honored brand is a "golden signboard" bred in the history of China’s industrial and commercial development, which has high economic value and rich cultural value. At present, 1,000 standardized and well-developed brands still remain.
/China Time-honored Brand/
The Ministry of Commerce, the General Administration of Market Supervision and other departments have formulated the Administrative Measures for the Demonstration and Creation of Chinese Time-honored Brands, and put forward four basic conditions for the demonstration and creation of Chinese time-honored brands:
The brand has been established for more than 50 years (inclusive)
With Chinese national characteristics and distinctive regional cultural characteristics.
Providing products, skills or services with high economic value and cultural value for residents’ lives.
It is representative, leading and exemplary in its industry or field, and has been widely recognized and praised by the society.
The new dilemma of time-honored brands
Poor management for a long time, bankruptcy, cancellation, closure, or loss of ownership and use right of registered trademarks of time-honored brands are the main reasons for these brands being delisted.
The survival of the fittest and the elimination of the old brands cannot be "old" forever.
The reporter noticed that many of the old brands that have been removed from the list are "golden signboards" in the minds of consumers, and even the famous "Daoxiang Village" is impressively listed.
Among the delisted enterprises, Tianjin Daoxiang Village has attracted much attention because it has the same name as Beijing Daoxiang Village and Suzhou Daoxiang Village. The brand of Daoxiang Village in Tianjin has a long history, which can be traced back to the Qing Dynasty. However, due to the conflict with the trademark of Daoxiang Village in Beijing, there is only one "rice ear" graphic trademark at present.
Daoxiang Village in Beijing, founded in 1895, is the first company in Beijing to produce and operate Nanwei food, and now it has developed into a large enterprise with nearly 3,000 employees. In addition to being recognized as "China’s Time-honored Brand", Beijing Daoxiang Village also won the "China Famous Trademark". From this point of view, Tianjin Daoxiang Village and Beijing Daoxiang Village are far from each other in terms of company scale and market reputation except for the same name.
The reporter learned that Tianjin Daoxiangcun Food Co., Ltd. is currently wholly owned by Tianjin Huaxu Trade Food Group Co., Ltd., a state-owned enterprise in Heping District, Tianjin. A person in charge of the company told the reporter that due to multiple reasons such as company restructuring and merger, Tianjin Daoxiang Village no longer produces food and cakes, and the restaurant has been closed for a while. At present, the company only relies on part of the leasing business to maintain.
"It’s a pity that we failed to pass the review of China Time-honored Brand this time, because the company has indeed stopped producing related products, but the company has not completely given up ‘ Daoxiang Village ’ The brand will also take the opportunity to revitalize the old brand. " The person in charge said.
Some of the difficulties are not well managed, and they have gone bankrupt, cancelled or closed down.
Among the 55 brands that have been removed from the list of Chinese time-honored brands, there are 17 in Shanghai. The reporter learned that the "West Lake Brand" of Shanghai West Lake Hotel Co., Ltd., which was removed from the list, has not been reopened for several years after the demolition and transformation, and it is actually no longer operating; "Qian Wanlong" soy sauce has actually been discontinued; There are also historical issues such as intellectual property rights, which lead to non-compliance with the declaration.
"Pisces" brand is the only "old brand" in Henan that has been removed from the list. The reporter called the parent company of "Pisces" brand — — Kaifeng Tianfeng Noodle Industry Co., Ltd., after the other party learned the reporter’s intention to go to electricity, said that the company had gone bankrupt. "Almost all the responsible persons have left their jobs, so I’ll ask who else can be interviewed." Then there was no reply.
According to public information, Tianfengmian filed for bankruptcy in 2019 and was listed as an executor of dishonesty for three times.
The reporter tried to contact more than 20 brand-owned enterprises that have been removed from the list of Chinese time-honored brands. Except for some public telephones that were not answered or displayed as empty numbers, most enterprises that were able to connect refused to be interviewed. And a few companies that are willing to be interviewed have different reasons for the brand being "delisted".
The person in charge of Wu Jiabao Xing Bacon Products Co., Ltd., Yaodu District, Linfen City told the reporter that "I quit a few years ago"; Anhui Shouchuntang Pharmacy said that it is currently changing stores and will continue to work when it finds a new location; The person in charge of Taigu Tongbao vinegar industry said that the enterprise was in a state of temporary suspension of production, "The previous boiler did not meet the national standards, and it can be produced when a new boiler is replaced" … …
The reporter visited relevant enterprises in Shanghai, Tianjin, Chongqing and Anhui, and found that long-term poor management, bankruptcy, cancellation, closure, or loss of ownership and use rights of registered trademarks of old brands are the main reasons for these brands to be delisted.
New development of time-honored brands
Time-honored brands must face up to new consumption trends, new scenes and new demands, and innovate skills, products and management models while adhering to the core of excellent traditional culture, so as to keep up with the development of the times.
Dynamic supervision to ensure the quality of old brands
It is worth mentioning that the Shanghai Municipal Commission of Commerce introduced that 17 removed places will be used to recommend other outstanding enterprises to declare Chinese time-honored brands. Shanghai has selected from 104 newly recognized Shanghai time-honored brands, actively participated in the creation of a new batch of Chinese time-honored brands, and strived for more "in" than "out".
"Choosing the best among the best" and "going in and going out" are a major feature of the review of Chinese time-honored brands.
In order to promote the Chinese time-honored brands to adapt to the market mechanism and develop healthily, according to the Administrative Measures for the Demonstration and Creation of Chinese Time-honored Brands, in April this year, the Ministry of Commerce, together with the Ministry of Culture and Tourism, the General Administration of Market Supervision, China National Intellectual Property Administration and National Cultural Heritage Administration, deployed the demonstration and creation of Chinese time-honored brands, adhered to the working principle of "selecting the best among the best", established and implemented a dynamic management mechanism of "getting in and getting out", and conducted a comprehensive review of existing Chinese time-honored brands.
The relevant person in charge of the Ministry of Commerce said that the removal of 55 brands from the list of Chinese time-honored brands this time was the result of the review of Chinese time-honored brands announced by the Ministry of Commerce in conjunction with relevant departments after self-examination, local initial verification, expert review and social publicity.
In addition to the above-mentioned 55 brands that were delisted, the five departments also rectified 73 brands with poor management and declining performance within a time limit of six months.
"This is actually a deeper love for Chinese time-honored brands." Zhang Lijun, vice president of China Business Federation, said that we should focus on establishing and improving a long-term mechanism for the protection, inheritance and innovation of time-honored brands, promoting the advanced concept of benchmarking time-honored brands, conforming to the market mechanism, speeding up the innovation and development, and ensuring the quality of time-honored brands through a dynamic supervision system of "what goes in and what goes out".
Defending integrity and innovating "time-honored brands" began to actively transform.
In fact, more Chinese time-honored brands are not lying flat on the "golden signboard", but they are seriously "involuting" on the road of transformation.
Zhang Zhibin, general manager of a well-known catering management company in Zhengzhou, provided brand promotion support for several local "time-honored brands" in three cities in central Henan, namely Zheng, Bian and Luo. He was deeply touched by this. Zhang Zhibin said that the old brand actually means that the brand is aging, and its appeal to the main consumer groups is lacking. In addition, the catering environment is changing too fast. "In the past two years, we were still getting together for take-out. This year, the catering enterprises began to face the live broadcast of selling prefabricated dishes with goods — — These all make the old catering people at a loss. "
Zhang Zhibin said, fortunately, many "time-honored brands" that are aware of the problems have begun to make positive transformation. For example, a well-known snack brand in Zhengzhou has spent nearly one million yuan to redesign the space and graphic design of its storefront, and adjusted its brand positioning to actively move closer to young people through brand rejuvenation. Kaifeng’s local "time-honored" Huangjia time-honored store also began to invite Tik Tok bloggers to broadcast live the repackaged quick-frozen products with goods, "one set ‘ Combination boxing ’ Down, consumers clearly felt the new vitality of these old brand iterations, and really made the store turnover achieve a new high in recent years! "
In addition to the old brands that are undergoing active transformation, some old brands that were "awakened" earlier have now been completely reborn with innovation and "joint name".
The "No.0 Store" in Daoxiang Village, Beijing attracts many young people to queue up to buy with all kinds of snacks that are both fashionable and have Beijing charm; Changchun Hall, which has accumulated more than 200 years of traditional Chinese medicine culture, opened a new Chinese teahouse "Timely Drinking" last year. In addition, Quanjude, which sells roast ducks, introduced spicy moon cakes, and Wu Yutai, who sells tea, introduced matcha ice cream … … These time-honored brands’ actions of breaking through themselves and keeping their integrity and innovation have made young people eagerly admire them.
"In 2022, China’s time-honored enterprises achieved operating income of over 1.2 trillion yuan, and nearly 70% of enterprises achieved profitability. In the first three quarters of 2023, the operating income exceeded the level of last year. "On the day when the Ministry of Commerce disclosed the results of the review of China’s time-honored brands, He Yadong, a spokesman for the Ministry of Commerce, said that the Ministry of Commerce will further establish and improve the long-term mechanism for the protection, inheritance and innovation of time-honored brands with relevant departments, so as to promote the time-honored brands to dig deep into the cultural heritage, benchmark advanced concepts, maintain correct and innovative development, and better play a demonstration role.
People’s Daily Review
Time-honored brands should realize the unity of protection, inheritance and innovation and development.
Some people say that the advantages of time-honored brands are "old" and the disadvantages are also "old". "Old" means, on the one hand, polishing the technology, shaping the brand and accumulating the reputation for many years, on the other hand, it means that it is more urgent to solve the problems of outdated concepts, backward mechanisms and customer loss than young brands. With the development of the market, the supply of products is becoming more and more abundant, and the demand of consumers is becoming more and more diversified and personalized. When the long board is no longer prominent and the short board is increasingly apparent, the development of some old brands has entered a crossroads.
Survival of the fittest is the inevitable law of market competition. In this review, the brands with different management and development conditions were decided to be removed from the list, rectified within a time limit, and retained the title of China Time-honored Brand. This move, which conforms to the laws of the market, is conducive to ensuring the quality of the "golden signboard" of the old Chinese brand. At the same time, the dynamic management mechanism of "in and out" is also a warning to enterprises: being recognized as an old Chinese brand does not mean that you can sit back and relax. In the face of market changes and the impact of emerging brands, hesitating or lying on the credit book "eating the old money" is doomed to be defeated in the fierce competition and even eliminated by the market. How to keep up with the pace of market development and hand over satisfactory answers from consumers is a subject that every time-honored enterprise must answer well on its development path.
To meet the needs of eating healthier, develop new flavors with low sugar and low fat; In the face of increasingly personalized demand, the customized packaging of cross-border joint names was launched; Focus on the changes in consumption habits and channels, and actively touch the net to live with goods … … In recent years, many time-honored brands have launched new retail, innovated in production and sales, promoted brand rejuvenation and successfully explored the road of transformation. According to statistics, in the first three quarters of this year, the operating income of Chinese time-honored enterprises has exceeded the annual level in 2022, and the development momentum is good. On the opening day of this year’s "double 11" Shopping Festival, 85 domestic brands sold, and their sales exceeded 100 million yuan. The feedback from the market has proved that aiming at the new demands of consumers, keeping the innovation and development, we can polish the signboard of the old brand more and more brightly.
As a "golden signboard" bred in the history of China’s industrial and commercial development, time-honored brands have both high economic value and rich cultural value. The Notice on Strengthening the Linkage between Time-honored Brands and Historical and Cultural Resources to Promote Brand Consumption, jointly issued by the Ministry of Commerce, the Ministry of Culture and Tourism and National Cultural Heritage Administration, puts forward that "the time-honored brands should give full play to their positive role in promoting the sustained recovery of consumption and promoting the excellent Chinese traditional culture". Seize the opportunity of the rise of the national tide, fully tap and activate cultural resources to empower product quality and service, so that time-honored brands can cultivate more new consumption hotspots, better meet the people’s growing needs for a better life, and at the same time, cultivate competitive advantages and win the future.
Change makes sense, and general rules last for a long time. Accurately recognize changes, scientifically adapt to changes, take the initiative to seek changes, forge a long board based on advantages, keep pace with the times to make up shortcomings, adhere to ingenious quality, innovate products and services, improve quality level, and realize the unity of protection, inheritance and innovation and development. Time-honored enterprises will surely glow with new vitality and charm in the new era.
Comprehensive Xinhua News Agency, People’s Daily, Elephant News, etc
