The digital transformation of long-established e-commerce brands has accelerated

Recently, the Ministry of Commerce, the Ministry of Culture and Tourism and the State Administration of Cultural Heritage jointly issued the "Notice on Strengthening the Linkage between Time-honored Brands and Historical and Cultural Resources to Promote Brand Consumption", pointing out that it is necessary to innovate marketing and promotion methods
.
Live store visits, e-commerce live broadcasts, and promoting the digital transformation of time-honored enterprises have all become inevitable moves for time-honored brands to embrace the Internet
.

Change of business philosophy The organic integration of time-honored brands and the Internet

In the era of big data, it is inseparable from the use of Internet innovative marketing and promotion methods, multiple ways to broaden customers, online and offline combination, and more attention of consumers
.

Tianjin's time-honored Chinese catering enterprise Goubuli Group transformed into an emerging business format through "Internet + technological innovation" and explored a new model of "ordering in the live broadcast room and delivering food to the home", which shortened the distance with consumers, reduced the cost of dine-in, and greatly increased its operating income
.
The relevant person in charge of the company said that they use big data to accurately analyze consumer demand and market potential, and innovate product and service models
.
The company's data platform integrates real-time data from online channels such as Douyin live broadcast room, Tmall, Jingdong, and Pinduoduo, as well as offline real-time data such as procurement and production, including traceable data such as sales, consumption regional characteristics, consumption age characteristics, raw material bidding and source, and finished product flow, so as to achieve sales and production
.

Nowadays, more and more time-honored enterprises are "touching the net", and a series of cultural and creative products launched by the Forbidden City are combined with the Internet and traditional culture to show everyone the culture of the Forbidden City; Located in Luoyang, Henan Province, "Gaojia Sancai" explores the two-way deep integration of traditional culture and modern business, tries to reconstruct traditional culture with emerging elements, and uses new creative marketing models such as "Internet +" and "live streaming goods" to create a new image of time-honored brands and lead the new trend of consumption.
.
.

Liu Tao, deputy director of the Institute of Market Economy of the Development Research Center of the State Council, said that with the in-depth development of the digital economy, the connotation of national tide consumption has been continuously enriched
.
Some time-honored brands in the fields of food and daily necessities have adapted to new needs and changes by accelerating the transformation of business philosophy, technology and business model innovation, and have become an important driving force
for the innovative development of consumption.

Liu Shuai, assistant researcher at the Macroeconomic Research Center of the Chinese Academy of Fiscal Sciences, pointed out that the organic integration of the Internet and time-honored brands and other historical and cultural resources is an important way to use Internet technology to tap historical and cultural resources, and plays an important role in expanding consumption scenarios, innovating consumption models, providing personalized consumption and other aspects, helping to play a positive effect
of expanding domestic demand and boosting the consumer economy.

Innovative marketing and promotion methods Time-honored brands shine

In the opinion of experts, for time-honored brands, the use of "Internet +" innovative marketing and promotion methods, the use of big data technology for data analysis is an important part
.
Therefore, it is necessary to accurately profile the target customers, comprehensively, accurately and completely understand customer needs, gain insight into new consumption trends, timely adjust product design, function, packaging, positioning, etc.
according to consumer feedback, innovate on the basis of excellent quality and exquisite skills, increase effective supply, and provide customers with high-quality goods and value-added services
.

Li Jianhua, an e-commerce expert at the Research Institute of the Ministry of Commerce and executive chairman of the Beijing Agro-Ecology Research Association, said that first, the whole network marketing matrix can be carried out according to the characteristics of products and consumer groups, and the marketing path
can be continuously broadened.
First of all, it can actively cooperate with third-party e-commerce platforms to accurately connect with target groups with the help of massive data on the platform, expand market share, and lead the consumption trend
.
Secondly, actively carry out e-commerce live broadcasting, interact with consumers intuitively and closely, and find new sales methods, business models and profit growth points
for time-honored brands.
Third, open an online store on the Internet platform, launch group buying packages, flash deals, sharing gifts and other activities to acquire customers
at low cost.
In addition, IP content marketing can be carried out, and time-honored brands can dig deep into their deep culture, reshape the new image of the brand, and create new topics and consumption hotspots
through self-created brand image endorsement IP.

The second is to use the Internet to create a new model
of online and offline integrated development.
It is necessary to use Internet technology to upgrade and transform offline physical stores, promote consumption models such as "de-artificial" + "zero-contact", improve the level of intelligence, convenience and sceneization, enrich the consumption scenarios of time-honored brands, strengthen consumers' sense of offline experience, create new consumption demand, and create new opportunities for the operation and development of time-honored enterprises.

How to use "Internet +" to make consumers, especially young people, more willing to accept time-honored brands and break the stereotype of young people on time-honored brands? Liu Shuai believes that it is necessary to use the Internet cooperation platform to innovate the form and content of promotion and do a good job in displaying
tangible products.
At the same time, with the help of virtual reality and other technologies, innovate digital experience models, add a variety of experiential value-added services and new gameplay, and take multiple measures to transfer value and enhance consumers' sense of
gain.
In addition, the construction and management of the official WeChat, Weibo and live broadcast platforms of time-honored brands should be strengthened, and live broadcast publicity activities should be carried out regularly to strengthen online communication and interaction
with customers.

In addition, in view of expanding time-honored customers through multiple channels, Liu Shuai also said that it is necessary to follow up major festivals, major cultural publicity activities and international import and export trade exhibitions and sales activities in a timely manner, support rural industry revitalization activities, carry out support and assistance activities at designated points, actively integrate into the "Belt and Road", and accelerate the promotion of century-old brands into the countryside, into the west and into the world
.

China Food News(2023.
01.
13.
07)

(Responsible editor: Gao Na)