E-Commerce Helps 100 Years' Brand "New Shoots Of Old Trees"

Zhou Enlai, a custom-made hat for the Qing Dynasty Royal family, was the source of the hat for Zhou Enlai and Liu Shaoji. It was the fabric of Rui Xiang, the first five-star red flag rising in the tower of the city during the founding of new China. The three hundred years old brand was regarded as a symbol of honor, glory and identity in the folk. "Idiom of the head of the horse, wearing a Rui Xiang Xiang, a foot in the inner League, and a four waist tie" is a common phrase which was spread from the Beijing to the public in the last years of the Qing Dynasty.

Over the past hundred years, in today's fast and fashionable information society, the thickness of the old brand in China is still heavy.

Nevertheless, they did not win the brand promotion with the accumulation of time, just like those international luxury brands because of their natural "noble blood".

Why does the international luxury brand with the same noble gene with the old brand brand go to the high end, steadily occupy the high-end consumer market, and gradually try to enter the field of e-commerce, becoming a high value-added brand that everyone envied. But most of the old brands in China are struggling at the edge of survival? What is the obstacle to their entry into e-commerce?

Invariably hindering the phylogenetic evolution of the aristocracy

In nineteenth Century, the company upgraded to make cloth shoes, and Hermes made harnesses.

Founded in nineteenth Century, the famous French fashion brand, Hermes, has been developing for more than a century, and now it has firmly occupied a place in the international high-end consumer market.

Back in 1837, Hermes was originally a harness maker, and the first business was to make collars for horses.

In the next period of time, its meticulous and rigorous production technology in the harness leather series laid a solid foundation for the brand.

{page_break}

However, the family business started by the harness manufacture has changed greatly since the advent of the car. When the car began to replace horses, Hermes was not on the verge of being eliminated. Instead, it actively complied with the development of the times, carried out a clear direction of innovation and pformation in a timely manner, and introduced leather articles and suitcases.

Since its development, Hermes has expanded its products to three major products: leather goods, watches and fragrances.

Now Hermes LOGO has kept the carriage, hinting at his Centennial foundation and his family background, and at the same time not advocating too much, but keeping fashion and history in an endless connection.

All of these show the spirit of Hermes and its unique style.

In this era of new things, every moment is changeable.

In nineteenth Century, the company upgraded to make cloth shoes and Hermes made harness. Since its development, Hermes has positioned itself as an "honorable trip" in the upper class. It has been pformed into production seats, leather suitcases, belts, gloves and famous silk scarves.

The online marketing of Intranet mainly focuses on brand communication, and now it has gradually changed to guided sales.

Foreign companies in Japan, Europe and Australia have found inward liter, hoping to become an overseas online agent, not to mention the consumer coverage in the whole country.

Find new ways in new channels

In this age of materialism, the historical sense, the sense of heaviness and the exquisite and refined products of the "old brand" attract a large number of admirers to follow.

But we must see that many "recognize" old brand consumers are already hanging on the edge, and their consumer groups have shrunk.

Online shopping for them is just like a young consumer looking at the old felt hat across the glass cabinet, as if they are not familiar with the "handicraft".

It is not very realistic for these old customers to adapt to online shopping, but it is not impossible to develop the time-honored brands that sell the Internet tide people to "buy". As now, the Hollywood shoes are just like the classic retro route, which is popular among young people.

For those old Beijing shops on Qianmen Street, most of the consumers are in Beijing, and Cheng Xu, who is the first one to taste the sweetness of e-commerce in the network channel, said that before the promotion of online marketing, the main emphasis was on brand communication. Now, it has gradually changed to guided sales.

Foreign companies in Japan, Europe and Australia have found inward liter, hoping to become an overseas online agent, not to mention the consumer coverage in the whole country.

Although its online sales are just beginning, compared with the astonishing amount of pactions, the hope that China's time-honored brand will follow the efforts made by the times will change more precious.

The manual sewing technology of Chinese time-honored brand is full of sweat from teachers.

Every work has the primary elements of luxury.

It took decades or even hundreds of years for the ancestors to lay the brand image and foundation. Even now, because of the fast changing shopping methods, maintaining the Centennial brilliance of the old brand and passing it on forever is still the responsibility of the old people.