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老字号当“倚老求新”

2017-09-03 08:10:55   中国青年网

我省近日发布推进品牌提升的意见。意见明确:到2020年,“中华老字号”和“辽宁老字号”企业数量要达到100家以上。如今,已步入品牌经济时代,优秀品牌仍是我们的稀缺资源,壮大我省“中华老字号”和“辽宁老字号”队伍,对塑造辽宁品牌形象、提高供给质量和消费品质,均是有力的推动。

我省“中华老字号”和“辽宁老字号”要超百家,不仅是个数量指标,更有对老字号提质增效的内在要求。调查显示,以老龙口白酒、锦州小菜等为代表,我省老字号以生产日用消费品为主。这些老字号在市场大潮下出现分化,有的已成为上市公司,稳步向前;有的仍偏居村镇,生意清淡。如何深度开发自身品牌,是每个老字号要回答好的课题。

当今,新品牌层出不穷、产品的新概念花样翻新,老字号若不向市场问需求、问变化,只是提供老手艺、老功夫、老式服务,“倚老卖老”,只能吸引些恋旧的老顾客。一旦被新品牌抢了风头,就自认“没戏了”,于是竞争心态消泯,表现得“老气横秋”,如此一来,老字号的光辉会更快地暗淡。如果简单地迎合市场,搞些花哨包装就以为赶上了时尚,或开发些“四不像”产品却丢了原有品位,市场还是不会买账。

解决老字号的出路问题,归根结蒂要靠创新。要建立现代化的运营方式,降低管理成本,激发员工活力;要挖掘品牌新内涵,讲好品牌故事,增添品牌的新魅力;要线上线下融合发展,刷新消费者的产品体验和服务体验。最重要的还是要不断打造更加过硬的产品和服务,这是老字号长期屹立不倒的秘诀所在。

老字号的未来,关键在于把握好不变与变的关系。不变,在于不忘初心,不失千百年来凝聚的工匠精神、商业积淀和区域文化精髓;变,则在于忘记“年龄”,以年轻心态、创新姿态,主动对接消费新需求、市场新脉动。如此“倚老求新”,老字号方可更深地扎根市场,开启新的生命周期,成为不负众望、引领消费趋势的常青树。

□傅淞巍

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