Food long-established to meet new needs

Core reading

On the basis of consolidating product quality, the long-established brand focuses on the new trend of young, international and fashionable consumption, applies new technologies, new materials and new ideas, accelerates integration and innovation, and better meets personalized and diversified consumer needs

Experience Innovation——

Innovation makes the old brand younger and more in line with the consumer needs of young people

"My 6-year-old daughter holds a dropper to add soda ingredients to a vector cup, and her serious attitude is like doing a scientific experiment

Zhou Yajun said: "My childhood memories are inseparable from the taste of Arctic Ocean soda and fruit bread, but here is the first time to make homemade soda and bread with children, not only children have fun, I also seem to return to childhood

The park covers an area of nearly 20,000 square meters, where children can also go to the outdoor paradise to play beach treasure hunting, fish feeding, slides, hide-and-seek

In the context of consumption upgrading, the Arctic Ocean continues to explore and innovate

"There's not only the Arctic Soda I remember, but also a lot of new products

In addition, the bear's claw popsicles in the store are also quite popular with consumers, with dragon fruit flavor, chocolate flavor, strawberry flavor and so on; The "Ice Bear" series of cultural and creative products are also very attractive, and mobile phone cases, water cups, clothing, etc.

"Communicate and dialogue with more young consumers through physical stores, so that more young people can recognize and experience the old brand of

Channel Innovation——

Keep up with the trend of digitalization and bring consumers closer to long-established brands

Approaching the Mid-Autumn Festival, it is time

Putting on a Chinese-style robe and carrying a food box basket, the anchor of the Taobao live broadcast room in DaoxiangCun, Beijing, "Brother Chuan", began his day's work

"Brother Chuan" is a native of Beijing, he interacts with fans from time to time in the live broadcast room, talks and laughs, and talks about the century-old history of Daoxiang Village and the culture and customs of old Beijing

As a traditional enterprise, Beijing Daoxiangcun has always used traditional chain physical stores as the main sales channel for products

Since 2019, Beijing Daoxiangcun has begun to do live broadcasts, and the strong Beijing flavor features are unique, making it gain a large number of fans

However, it was not easy

In recent years, the number of consumers placing orders in online flagship stores and live broadcast rooms has increased

Song Siyuan, an associate researcher at the Academy of International Trade and Economic Cooperation of the Ministry of Commerce, said: "Long-established enterprises should adapt to the consumption habits of young people, keep up with the trend of digitalization, develop online marketable products, and use network marketing methods

Product Innovation——

Make good use of big data and continue to develop new products

"I heard it was a sticky rice mooncake, and I wanted to give it a try
.
" Gao Xiaomin, a resident of Chenghua District, Chengdu, Sichuan Province, is shopping for mooncakes in Hema Fresh and decided to try the fresh taste, "I am very impressed by the new flavor products launched by Wufangzhai, such as the pepper dumplings of the Dragon Boat Festival, the chocolate green balls of the Qingming Festival, and this glutinous rice mooncake I also want to try
.
" ”

Wufangzhai started with rice dumplings, but has been actively innovating
its products according to changes in consumer demand.
For example, in the Mid-Autumn Festival, Wufangzhai rooted in Jiangnan presents years of experience accumulation of glutinous rice, leaves and other ingredients on more different physical products, innovates in the taste form of traditional mooncakes, and develops a new series of mooncakes
with new ingredients, unique flavors and exclusive Wufangzhai characteristics.
At present, the product matrix of Wufangzhai has covered many fields such as mooncakes, pastries, and meals
.

According to the relevant person in charge of Wufangzhai, Wufangzhai has continuously carried out scientific and technological innovation
on traditional foods through big data analysis on the needs of young consumers.
In recent years, the company has continued to increase investment in research and development, and has established close cooperation with
many scientific research institutions such as Jiangnan University.

Product design innovation
.
More and more consumers pay attention to the quality of snacks and snacks
.
In the rice dumpling market, small, light and new have become a product innovation trend, and Wufangzhai has launched a 50-gram Linglong small rice dumpling "Ah Wu a bite", which is welcomed
by consumers.

Product taste innovation
.
This year's Dragon Boat Festival, for young consumer groups, Wufangzhai launched a spicy gift box, with 3 kinds of peppers of different spiciness, so that consumers can experience the novel taste
of rice dumplings.
The taste inspiration of the Wufang Eight Dishes Gift Box comes from the eight major Cuisines of China, which integrates the essence of local specialties into Zongzi, allowing consumers to taste various delicacies
from different regions through tasting Zongzi.

Product cross-border innovation
.
In order to attract more young consumer groups and change the consumer group's perception of Zongzi and brand, Wufangzhai joined hands with the new Chinese pastry brand Luxihe to customize a variety of Dragon Boat Cake Gift Boxes, in addition, Wufangzhai also cooperated with brands such as Yanzhiwu and Three Squirrels to launch a Dragon Boat Joint Gift Box
with both appearance and quality.

"The cross-border innovation of the old brand itself is conducive to opening up new consumer markets
.
" Zhao Ping, vice president of the China Council for the Promotion of International Trade Research Institute, said that for example, Wu Yutai sells green tea ice cream and Tongrentang sells Traditional Chinese medicine coffee, allowing fans loyal to these brands to expand the consumption field and make the long-established brands more
vigorous.
Enterprises should continuously optimize brand positioning, and enhance the influence, competitiveness and profitability
of long-established brands through innovation.
On the basis of consolidating the traditional quality products of the old brand, we focus on the new trend of young, international and fashionable consumption, and accelerate the integration and innovation through the application of new technologies, new materials and new ideas to better meet the personalized and diversified consumer needs
.