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How long can cross-border marketing of time-honored brands be popular? In order to please the young purchasing power group, many time-honored brands have played cross-border and joint names in the past two years, creating a large number of "fashionable" online celebrity products.Next, True-E Canada Digital Marketing expert Jenny Mei will tell you more about it.

Tongrentang's traditional Chinese medicine coffee, Xinghualou's national tide style moon cake jointly launched by the Imperial Palace, the milk sugar fragrance made by the White Rabbit United smell Library, and the joint style zongzi gift box made by Wufangzhai and Arena of Valor.

However, in the process of pushing through the old and bringing forth the new, there is no lack of similar "rollover" cases of "excessive pursuit of new trends and loss of old adherence". This makes people ponder, for "time-honored" enterprises, whether the traffic obtained by marketing means is effectively transformed into the "increment" of their performance and word-of-mouth?

A large number of time-honored brands have sought to break the circle one after another, which precisely reflects the urgency of seeking change in order to cope with the huge pressure such as declining word-of-mouth, falling stocks and declining performance.

From the 16000 time-honored brands in the early days of the founding of New China to the 1128 "Chinese time-honored brands" recognized by the Ministry of Commerce, only a few of the many time-honored brands are still active, and many have declined or disappeared. Among the existing time-honored brands, only 20 to 30% of them have developed well, and most of them have poor management, or even have no brands and no products.

The time-honored brand is rooted in China and was born and raised here. The brand concept and cultural heritage accumulated over the past hundred years are more in line with the consumption habits of the Chinese people. The product quality that can stand the test of time and the reputation established by word of mouth are the advantages of the time-honored brand.

Founded in the three years of Xianfeng in the Qing Dynasty, because of its ultra-high shoe-making skills, it became the first choice for dignitaries and dignitaries in the late Qing Dynasty to make "Chao Boots". Today, a hundred years later, Inlinsheng continues to break through the original design bottleneck and break people's inherent stereotype of "middle-aged and elderly cloth shoes". It has been co-signed with well-known IP, such as the Forbidden City, National Treasure, Ruyi's Royal Love in the Palace, Big Fish and Begonia, to find a balance in inheriting skills and complying with the trend, and successfully realized the successful transformation of products from "Korean boots" to "trendy shoes". Relevant reports show that from 2010 to the present, the annual sales volume of Intranet has maintained a steady growth, with an average annual sales of about 100 million yuan.

From the launch of China's first generation of skin care products in 1931 to the fact that it was difficult to find it on the shelves a few years ago, it is now selling well again, and the road of innovation and change of the antelope is not easy. After in-depth research on the market, the antelope products have inherited the consistent characteristics of "Chinese herbal skin care". At the same time, in order to eliminate the traditional old-fashioned brand image, the antelope has launched a series of products for young people: in 2012, the brand Sansheng flower, which is targeted at young people, is launched in the form of illustration on the packaging, which is in line with the aesthetic preferences of young people. In 2015, the antelope launched the "Little Sparrow Lucky" series of masks, and the brand name meets the psychological needs of young female consumers. In the mode of communication, the wildebeest put down its posture, go deep into the social networks related to young people as far as possible, and use online communication to generate huge traffic, thus forming a closed loop from "traffic" to "sales".