According to statistics, during this year's May Day holiday, the sales revenue of national consumption-related industries increased by 15.2% year-on-year. Among them, major "time-honored brands" such as intangible cultural heritage food and national trendy goods have become traffic responsibility with their excellent quality. Data shows that the post-90s generation is already the group with the most purchases of "time-honored brands", and the number of orders placed by the post-00s generation has grown the fastest, with a year-on-year growth rate of 95%. Why is "old brands" sought after by the younger generation?

This is probably due to the current "time-class" domestic brands, which have achieved the perfect integration of "agricultural flavor" and "business flavor".

New agricultural technologies support

"Old brands" are of high quality and low price

Most of the "old brands" originated and grew up in the traditional agricultural society. Their production materials not only come from agricultural products or agricultural derivatives, but their production processes also have obvious agricultural society imprints.

In the eyes of some people, young people who pursue "time-old brands" may just pay for their feelings. However, relevant surveys have found that high cost-effectiveness is an important factor in young people's emphasis on "time-old brands".

In recent years, emerging technologies such as biobreeding technology, drone technology, artificial intelligence and digital technology have been widely used in my country's agricultural production, greatly improving productivity, which is the basis for the quality of quality and low price.

(Chongqing Chengkou Old Bacon)

Taking Chongqing Chengkou Old Bacon as an example, it used to rely mainly on manual operations, and there were obvious shortcomings in efficiency, quality control and standardization. Nowadays, enterprises have carried out intelligent transformation of the production workshop, achieving automation and intelligence from the selection, pickling, smoking to packaging and warehousing. The recipe and proportion of pickling are also more accurate and controllable, which not only greatly improves the production efficiency and the stability of bacon quality, but also "paid down" the price due to the significant reduction in labor costs.

Updated consumption concept of young users

Emotional value is the most "expensive"

The consumption concept of many young people now not only focuses on the quality and price of the product itself, but also cares whether it can bring emotional value.

The person in charge of a "time-branded" pastry shop in Beijing introduced that in order to attract more young customers, some treasure hunting devices were set up in the store - stretching out your hand in front of a "小[hé]" model device, and water mist will be sprayed out from the device; the "小" shape music box can play ancient music through gestures... Consumers can experience the happiness that cannot be bought online when they come to the store, which is full of emotional value.

There was a period when when talking about time-honored brands, many people's first impression was that they were too old and not fashionable, and they felt that some foreign brands and emerging brands were the first choice for consumption. However, in recent years, research reports have shown that 42.42% of respondents have been re-planted because old domestic brands focus on innovation and research and development. During the May Day holiday, many "time-honored brands" have enhanced consumers' sense of identity and loyalty to the brand by holding cultural events and launching immersive experiences.

Innovative retail methods

Don't take mountains and seas as far as the distance

In recent years, live streaming and e-commerce platforms have given "time-made brands" wings to take off, and "time-made brands" are also good at using new platforms and new channels to promote themselves.

A "old brand" ace single product in Shanghai, "Salted Egg Yolk Meat Floss Green Tuan", was sold out in a live broadcast in just 10 seconds. Through cold chain logistics, direct supply of origin, e-commerce platforms ensure the freshness and quality of agricultural products, reduce circulation costs, and improve cost-effectiveness.

The old brands have experienced a sluggish and depression, and have rejuvenated for a second spring and have been renewed for a long time. Just like the old trees have sprouted new buds, witnessing the process of merging and feeding back by commerce, agriculture and industry. From the hot soup of "old brands", we taste the taste of the new era.

Written by Shi Feng

Editor｜Feng Xiaonan

Editor in Chief | Zhang Cheng Wang Jiao

Producer丨Shu Jingjing Liu Bing

Pictures are from the Internet