Where Did Shanghai'S Nearly 30% Old Brands Disappear?

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Xiaobian network to introduce to you that nearly 30% old brands in Shanghai have disappeared, the upgrading of the old brand of differentiated innovation.

Shanghai used to be the place of the old brand of our country. In the 50s and 60s of last century, Shanghai brand accounted for 70% of the total number of brands in the country.

But today, nearly 30% of Shanghai's old brands have disappeared.

In the rest of the group

In Shanghai, Jahwa and Huili should be regarded as a better few enterprises.

In October 31st, micro-blog, a traditional media company organized by the national network information office, visited Shanghai Jahwa and Shanghai Huili.

As an old brand enterprise in Shanghai, the situation of the two enterprises and their brands represents more or less the development path of a group of old brands in Shanghai.

After foreign capital came into the market, they were lucky to take advantage of innovation and enable them to upgrade the whole line.

Shanghai Jahwa differentiated by Chinese elements

In the background that China's beauty market is being grabbed by international brands, as an old brand enterprise, Shanghai Jiahua can be regarded as a special case. Its brands are numerous, and Maxam, Herborist and Liushen are all well known to consumers.

According to the latest three quarter performance report released by Jahwa in Shanghai, in the context of the downturn or even decline in the performance of multinational consumer company cleaning and Unilever, its operating condition is steady growth: in the 1-9 month, business income increased 16.47% to 4 billion 168 million yuan, and net profit increased 16.90% to 728 million yuan over the same period.

Xie Wenjian, chairman of Shanghai Jahwa, said that the strategic goal of Jahwa in Shanghai was five yuan in 2018, and its business income reached 12 billion yuan, and the market share reached the top five in China.

"This also means that the average growth rate in the next five years will reach 23%."

10 billion of them depend on the growth of their own brands, and the 2 billion is through the future brand acquisitions.

Xie Wenjian said that the four core competitiveness of the family will be built in the future: the differentiation of Chinese elements, the perfect coverage and control of channels, the establishment of a decision-making driven organization, and the direct interaction with consumers under the new economic mode.

It is understood that the Ministry of Commerce has identified 180 brands of "China time honored brand" in Shanghai. But according to the 2013 "China's 500 most valuable brand list" issued by the world brand laboratory, Shanghai has only 12 old brands.

Obviously, the status quo of the old brand is worrying.

However, Xie Wenjian said, in terms of its industry, the overall market share of foreign brands in China has declined in recent years.

"China's brand is now improving in technology, quality and market management capabilities, and the competitiveness of local enterprises is strengthening."

He said that in the competition with foreign brands, we need to focus on differentiation in terms of domestication.

"In the enterprise brand, resources, management, domestic enterprises are not stronger than foreign investment, so we must identify their advantages."

"In the future, China's daily chemical market is bound to be dominated by local brands."

Xie Wenjian said.

The "tide card" road of Hui Li

If Shanghai Jahwa is the representative enterprise in the domestic daily chemical industry, then the sports shoes have to say is back force.

In fact, Huili is also a brand that has been revived in Shanghai's time-honored brand.

Shanghai Rally

Ltd. is a wholly owned subsidiary of Shanghai Huayi (Group) company, specializing in Huili sports shoes.

In 70s or even earlier, having a pair of back shoes is a dream of many children and even adults.

However, with the continuous entry of foreign brands, this once "luxury" was hit by the impact of reform and opening up, and was once in a predicament.

Shanghai Jili Steel Co., Ltd. party secretary and executive director GUI Cheng steel told the "daily economic news" reporter, after reform and opening up, nearly 1/3 of Shanghai's time-honored brand has disappeared, and 1/3 of the brand survival status is not good.

In the industry, there are many reasons why the old brand is in trouble.

In addition to some institutional factors which are temporarily difficult to change, the public R & D and innovation design platform for old brands is also lacking.

At the same time, the ability of R & D and marketing of old brand enterprises is relatively limited.

In 2008, Orlando's Bloom pedal shoes gave rise to a fashion of retro fashion.

Coupled with the many effects brought by the Beijing Olympic Games, the force has once again entered the rising period.

After 2008, Hui Li combined with the trend of fashion and fashion.

Gui Chenggang said that at present, the product is a foundry mode, and the Shanghai department focuses on marketing and product development.

It has more than 200 product lines and more than 5000 varieties, basically covering all footwear products.

In terms of channel layout, there are nearly 1000 stores in Shanghai, and nearly 200 in the market, of which 9 are direct stores.

Gui Chenggang told reporters that at present, sales of nearly 700 million yuan a year, accounting for authorized business part of the annual sales volume of 1 billion 500 million.

"Professional sports, healthy sports and fashion sports are the general positioning of the products, and in the future, the products should be developed in three phases."

Gui Chenggang said that such a positioning is unique, although it is the three position, but the force still has its own characteristics.

He said that the future force should be pformed from brand operation and trade enterprises.

Service enterprises.