Do you still remember the old Chinese goods that were inundated in the historical process? Butterfly sewing machine, friendship cream, hero pen...but the wheels of history are always ruthless, and those classic old brands seek survival in the internal and external attacks of domestic and foreign goods. , either dead or half dead. Therefore, in order to live out the appearance of domestic products, not in the new era, "fragments", the old Chinese goods struggling in the quagmire have seized the "life-saving straw" of young people. Not long ago, in the spring and summer of 2019 New York Fashion Week "China Day" promotion activities, "China's hottest woman" boarded New York Fashion Week, "Laoganma" sweater fire. "Aunt has not arrived, hot sauce first" hot sauce and clothing collided with a different spark. User comments: "Awesome, my old godmother." Some netizens said that they are looking forward to buying and buying. In addition to Laoganma, together with the Yunnan Baiyao, Shuangmei, Yiheyuan, Kangshi Fuhanyang and other well-known old brands, they also launched the band as the brand of the fashion week Zhou Chaochao flash shop. Trendy items such as hat sweaters and crew neck sweaters. But hot sauce, toothpaste, mineral water... How do these brands relate to the “national tideâ€? The original event was a “China Day†promotion campaign jointly launched by Alibaba and New York Fashion Week, dedicated to bringing popular domestic products to the international market. These national brands also took the opportunity to paint a sense of presence on social media, sparking a heated discussion among netizens. Is it true that these old brands have entered the fashion circle? The answer is obviously not. These brands are just playing the marketing promotion of a brand through the fashion Dongfeng, and winning the eye in the way that young people like to see and hear. The emergence of these "child memories" can not help but remind us of the old brands that have accompanied us from childhood to small. How are they developing now? The anxiety and worry of "old age" domestic products Although the old Chinese goods have withstood the test of time, the current development is not smooth. Talking about popularity, in fact, the popularity of these brands is not low. After all, there are many years of word of mouth accumulation, and even with the growth of a large number of people, some brands have long been printed in the hearts of consumers, but in the face of shelves full of goods Consumers do not necessarily insist on familiar choices in memory. Slowly, brand aging and product structure have become the most important problems faced by these old domestic products, with high popularity but low purchasing power. The southern black sesame paste is a typical example. The classic southern black sesame paste slogan, “A scent of warmth and a warmthâ€, evokes memories of childhood after 80 and 90, as if it was yesterday. After more than 30 years, the southern black sesame has been deeply cultivated in the market, but the southern black sesame paste, which relies on large single products, also faces the problem of enterprise transformation and sales promotion. According to the 2018 semi-annual report released by Southern Black Sesame Group Co., Ltd., the net profit attributable to shareholders of listed companies in the first half of 2018 was about 16.5 million, which was nearly 40% lower than the same period of last year. Even the best-selling domestic and foreign old moms mentioned above may not have escaped the same problem in a few years. Tao Huabi will eventually grow old, a spicy sauce will not eat for a lifetime, a single shareholder structure, gradually aging Products will bury hidden dangers for the future development of the brand. And as young people slowly occupy the mainstream of consumption, these brand products are old, old-fashioned, and old-fashioned. Although they are classic and intriguing, they cannot catch the attention of young people. "Crossing the river" touched the joint stone Old Chinese goods seem to recognize this, these brands have started a new round of trials, so everyone saw such goods. In recent years, the pull back shoes have been pushed on the cusp of the fashion circle, the major fashion icon and the influx of bloggers, just like everyone thinks that this youthful retro style will be scraped, and the joint name of the pull back shoes and Pepsi Let the pull back shoes dry up in the fashion circle. The classic pull-back canvas shoes, with the matching color of the pepsi gemstone blue, give the shoes a youthful atmosphere, and the returning power in the ins and other social software also earned enough to appear. Also this year, Rui Ao RIO and "Six God" toilet water have launched a "in-vivo and mosquito repellent suit" for the majority of the wonderful young people - Rui Ao Liushen cocktail. The co-branded package includes a bottle of "external" Liushen dew and 2 bottles of "inside" RIO specialties. In order to catch up with the joint express train, the United States and Canada and the white rabbit also joined the name, launched the white rabbit lip balm. Originally planned to be listed in October, but because consumers' voices on the Internet are too high, they will be sold in limited quantities tomorrow. Such a combination will definitely bring a wave of "memory killing" to consumers. But why do these domestic brands have embarked on the road of joint ventures? In fact, it is not difficult to find that a single product line is not only the advantage of these brands, but also the shackles of brand development. Because of the strong single product reputation, new products cannot be short. Time to get the market, can not exceed the classic products, but the classic products over time are also facing aging. So this 1+1>2 joint marketing approach appeared. On the one hand, these domestic brands are borrowing from each other. This is the brand that has been circulated in the classics. Even if it is not a boutique, it will carry the full expectation of consumers, and a gimmick will once again set off a popular trend. On the other hand, the new products produced in this form have changed the traditional marketing methods of established companies and injected new vitality into the old enterprises. The emergence of brand co-brands seems to bring a new dawn to these old Chinese goods, but after all, the joint venture is only a staged exploration. Will this marketing method win long-term, joint new products will not stand the test, we Still not known. But what you can see is that the old brands have to make some changes. The new way out for old Chinese goods In fact, these traditional brands are not uncompetitive, but they are no longer adapted to the development of the times in the new environment, and the real change of corporate destiny is never in cooperation with other companies, so it takes a long time. To become a favorite product, we must start from ourselves. First of all, we must reform the products that are outdated. The products mentioned here do not refer to the products themselves, but to the extension of the products. Has the formula of Coca-Cola changed? The change is the consumer's perception and experience. Secondly, it is time to change the old brand image, but this is not the same as abandoning the original history and precipitation. One era has a mainstream consumer and popular elements of the era. If the brand's propaganda does not resonate with these consumers, The brand itself and the consumers can only gradually drift away. In addition to the core value of the brand, all content and form can be changed, and keeping pace with the times is the key to enterprise inventory. Nowadays, the national enterprise has experienced the aging of the brand, it must have been seen, but because the management model, channel terminal and communication means formed by success have been solidified, there is not enough courage to break the inherent mode and ushered in a new breakthrough in enterprise reform. However, the times have changed, consumers have changed, and competitors have changed. Under the new consumption situation, the mode of operation must also change. Nowadays, young people are playing with various social networks, and they love fashion, trendy and seasonal products. They want to show their unique personality through a different appearance. Under the new consumption trend, rejuvenation is a direction, and the younger generation pursues a more refined and convenient life. National old brands need to change their face. Although each brand's efforts in this direction are different, the purpose is the same, to attract young consumers in their own way. As for the specific implementation, whether it can be both good and good, depends on how these "old guys" show their magic. In the current consumer structure, after 70, pay attention to cost performance, focus on brand quality after 80, and after 90, 00, pay more attention to personalization and fun. "Staying in the classics, when you get the net red" is the "new operation" that domestic brands should have.