When is the old -fashioned and old -fashioned, the old -fashioned sample is rejuvenated?

http://news.nen.com.cn 2006-12-06 06:23:18 Northeast News Network

When people mention the "Chinese old name", they can't help but think of the roast ducks of Beijing Quanjude, the Chinese herbal medicines of Tongrentang, the Tianjin dog's buns, and so on. However, the glorious old name in the Shanghai has faced severe survival challenges: authoritative statistics show that 70%of the nation ’s old -fashioned business is“ very difficult ”and 20%operate“ barely maintained ”, only 10%of“ vigorous development ”. The Chinese culture has been inherited for thousands of years, and the old names of the vicissitudes of social reforms have gone out of the predicament and revived the majesty, which has become a topic that government departments and all walks of life have carried out in recent years.

This year, the Ministry of Commerce began to implement the "Revitalizing Old Trial Project" nationwide. According to the planning of the Ministry of Commerce, in the future, it will focus on cultivating the "Chinese old names" with development potential, and take multiple effective measures to properly tilted these "Chinese old names" to further enhance the independent innovation capabilities and brands of these enterprises and brands and brands. International competitiveness.

In the first batch of "Chinese old names", nine companies in our province are among them.

According to industry insiders, the "revitalizing the old -fashioned project" provides new business opportunities for the development of the old -fashioned enterprise. When inheriting the essence of the "Chinese old -fashioned" brand culture, the old -fashioned company must seek a way out in innovation. content.

Nine companies in Liaoning Province are among the "Chinese old names"

For 9 old -fashioned companies in Liaoning Province, December 19, 2006 is a day worth looking forward to. Because of this day, the Ministry of Commerce will hold a "Chinese time -honored" licensed ceremony in Beijing, and nine companies in our province will officially become the first batch of "Chinese old names".

These nine companies are Shenyang Cuihua Gold and Silver Jewelry Products Industry Co., Ltd., Shenyang Ganlu Dumpling Hall, Hongxing Tai Fushun Food Culture Co., Ltd. Qiao Chen Vinegar Factory, Shenhe Mai Mai Pavilion in Shenhe District, Shenyang City, Baofa Garden Famous Museum in Shenyang City, and Shanghai Xinli Xunli Store in Anshan City.

In April of this year, the Ministry of Commerce announced the launch of the "Revitalizing Old Trial Project" across the country. It plans to use 3 years to re -identify 1,000 "Chinese old names". This year, 200 are identified, and plaques and certificates are granted in the name of the Ministry of Commerce. The selection and identification work of the first batch of "Chinese old names" began.

On September 30, the Ministry of Commerce announced the list of 434 "Chinese old -fashioned" enterprises, and the nine companies in our province were on the list.

In this selection, the Ministry of Commerce not only redefined the "Chinese old name", but also announced the "China Time -honored" identification specifications, and established 7 selection criteria: owning trademark ownership or use rights; the brand was founded in 1956 in 1956 (Including) Previous; inheriting unique products, skills or services; corporate culture that inherits the excellent traditions of the Chinese nation; it has the characteristics of the Chinese nation and distinctive regional cultural characteristics, has historical and cultural value; it has good reputation, obtains a wide range of society Recognize and praise; domestic capital and Hong Kong, Macao and Taiwan are relatively controlled, with good operating conditions and strong sustainable development capabilities.

The reporter learned that in the 1990s, the Ministry of Trade at the time had identified a group of "Chinese Time". With the development of economic and social, many changes in the external environment and internal management methods faced by the old names have undergone many changes, and some old -fashioned samples can no longer meet the needs of the development of modern society. To this end, the Ministry of Commerce has organized the "China Time -honored" identification specifications, and has carried out the identification of the "Chinese old name". The Ministry of Commerce hopes that through this series of activities, the brand concept of "old -fashioned" is recognized by more consumers. More importantly, through the joint participation and efforts of the old -fashioned enterprises, industry associations, and expert teams to make the "old -fashioned name" "old -fashioned" named "" named "name", Accelerate the pace of independent innovation and develop a group of well -known brands with independent intellectual property rights and international competitiveness.

According to the planning of the Ministry of Commerce, in the future, it will focus on cultivating the "Chinese old names" with development potential, and take multiple effective measures to properly tilted these "Chinese old names" to further enhance the independent innovation capabilities and brands of these enterprises and brands and brands. International competitiveness.

Liu Tiemin, Director of the Service Industry Division of the Shenyang Commercial Bureau, explained that the "Chinese old name" refers to the long -established products, techniques or services that have a long history and have a distinctive cultural background and profound cultural heritage of the Chinese nation. , Form a brand of good reputation. He believes that the determination of the "Chinese old name" is to guide the inheritance and development of traditional techniques and cultures in the guidance of the old -fashioned enterprises, so that some old -fashioned companies with insufficient development strength through technological transformation to accelerate innovation and form a new economic growth point.

Gradually, far away, old name

"Wear Sheng Xifu, step on Lao Meihua, and wearing humility." This is the description of the status and glory in the minds of the old Beijing's mind. In Shenyang, there are similar claims, such as "there are Guangshengtang first, and then Shenyang City", "celebrate the prosperity on the top of the head, step on the golden Sheng" and so on.

However, these once glorious old -fashioned names are flourishing in the market economy today, but they are facing a crisis and dilemma of development.

According to the investigation of the China Brand Research Institute, there were about 16,000 "Chinese old -fashioned" enterprises in the country in the early days of the founding of the People's Republic of China. However, due to poor operation and frequent bankruptcy, this group has been sharply reduced to more than 1,600, which is equivalent to 10%of the total number of old names in the early days of the founding of the People's Republic of China. What worries the industry is that even if these more than 1,600 "Chinese old -fashioned" companies are now frequent in crisis. According to statistics, at present, 70%of these groups of operations are "very difficult", and 20%of operations are "barely maintained", only 10%of "booming".

"The old -fashioned" 721 phenomenon "that the industry is well -known shows that under the impact of modern business, many old names across the country are facing different degrees of business crisis." Liu Tiemin told reporters.

In the 1980s, Qi Shoucheng, a librarian of the Shenyang Cultural and History Research Museum in Shenyang City, conducted an investigation and visit to the old names of Shenyang. In his book, the old names of 26 commercial and food service industries in Shenyang were included. Now facing reporters, he is in a complicated mood: "These 26 old names are all century -old shops. When I visited at the time, the 26 old names were mostly open. But today, due to various reasons, some old names have closed down and exited the rivers and lakes; Some retreated in the Xiao Hutong and staggered; some lost their characteristics and lack of vitality. "

How many of the "old names" in Shenyang are currently a difficult number that is difficult to find. But it is certain that most of them are concentrated in the traditional catering and service industry, and most of them are facing difficult competition with the industry.

According to the statistics of relevant departments, it is understood that during the Spring Festival this year, the retail sales of Shenyang's catering industry reached 270 million yuan, while several Shenyang catering "old names", with a total turnover of about 30 million yuan. "Although many old names have a long history, the influence is limited to the local area, not going out, and it is still a single soldier." Liu Tiemin analyzed.

According to the statistics of the Ministry of Commerce, under the increasingly competitive market economy conditions, the current -honored enterprises are facing difficulties such as serious outlets, difficulty in system conversion, and weak market development capabilities. Some old -fashioned developments are difficult and on the verge of life and death, and some of them are gradually annihilating in the tide of the market economy.

The old name has become a commercial symbol that is urgently needed to save.

What is the light out of the rivers and lakes

Nowadays, most old -fashioned samples are facing huge survival challenges. The changes in the fate of the old name have attracted attention from all walks of life. What causes these "century -old shops" to develop in such a situation?

Qi Shoucheng analyzed that he did not pay attention to the publicity of his brand. The concept of "wine is not afraid of the alley" limited the development of some old names. He said that many old -fashioned companies still believe in the concept of "the wine is not afraid of the alley", and believes that quality is the best publicity. It is not as good as customers' reputation. The brand of the old name is the best magic weapon to attract customers. However, under the market economy conditions, people's mouth has lost its original effect, and the reduction of people's interaction has also made word -of -mouth publicity unsustainable. Therefore, old -fashioned companies must also change their concepts and pay attention to their brand propaganda.

Some people in the industry believe that the products provided by the old -fashioned companies are very fixed, and the unique skills have led to the unchanged products for many years. In this era of pursuit of fashion, the fixed unchanged is outdated, which has led to some old -fashioned names in the fierce market competition.

Liu Tiemin told reporters that the progress of science and technology, the popularization of mechanization, automation, and information production methods, colorful products and changes in consumer demand have made some old names that rely on handmade skills to win, and some old -fashioned characteristics are difficult to display. Surprisingly; some old -fashioned samples are not aware of innovation and lack of modern marketing concepts. These factors have made the old -fashioned steps difficult.

Experts believe that the old name is indeed a golden signboard, and it does have a brilliant connotation, but the old name also has an unavoidable weakness: the system is rigid, the mechanism is not alive, the product lags, the equipment is old, the concept is old, and most of the historical burdens of people with aging and losses losses losses debt Essence If you are in the traditional system and mechanism, the signboard of the old -fashioned brand, relying on a single traditional product to do business, then the golden signboard will also be sad -the fundamental reason for most old -fashioned declines.

Stormy vicissitudes old name

In Qi Shoucheng's view, the old name is not only a name, but also part of the precious cultural resources of the city. He said: "The old name of Shenyang, after a century of vicissitudes, is an indispensable part of this historic and cultural city. The process of creating, developing, prosperous, declining, and changes in these old -fashioned names is not only a testimony of history, but also a microcosm of Shenyang's century -old historical changes. ","

When it comes to the old name of Shenyang, many old Shenyang people will have a large series of tunnels like a few treasures: Nic Kingsheng, Guangshengtang, Nanxuan, Lao Jiuhua ... Now some old names continue to write business myths in the business war, and some old names are still still named. Some of the bustling markets standing today, and some of them have become people's memories.

Qi Shoucheng took Zhongjie as an example.

Zhongjie was originally called "Siping Street" (the meaning of the four seasons), which was officially established after the cross streets of the Qing Dynasty Taiji changed to Shenyang City as Jingzi Street. On the middle street, 25 well -known business names have been built. The initial architectural style was Chinese -style buildings with sheds. He built earlier. Among these business names, the reputation of the Jishun silk room was the most shocking, and the ears of the company in Shenyang Zhongjie in the late Qing Dynasty and the early Republic of China. In the business history of Shenyang, there are five most the most: the largest department stores -Jishun silk house; the largest clock and glasses shop -Hengdi; the largest pharmacy -Tianyitang; the most famous; The brush shop — Li Zhanzhang; the smallest foreign cargo store — Tongyi Cheng. Qi Shoucheng said that these old names are clearly visible in old photos.

"In 1914, a two -story building was built north in the north of Shenyang Zhongjie Road. This is the first building of the entire commercial street, the new site of the old name" Jishun Silk Fang ". The small building is far from the fact that it is also influenced by a five -star skyscraper, which has a sensation for half a Shenyang city. I can't go to see the appearance in person. Whoever had to even go to the second floor of the second floor, then you did n’t know, and he was a return to the city. "The writer Ma Qiufen was in the book" Old Shenyang ". The "Jishun Silk House" is the place where Shenyang 2nd Department Store is located today.

Before liberation, the northern market areas where Shenyang's old names were more concentrated. Since the 1920s, the northern market businessmen have gathered. There are countless golden shops, silk rooms, theaters, restaurants, baths, pawnshops, etc.; Fragrance snacks such as dozens of local characteristics. Here, the three teachers, nine streams, and five elements and eight works. As long as you have the ability to survive, you can take root in the northern market. The North Market and Beijing Tianqiao, Tianjin Pedsee Farm, Nanjing Muzi Temple, Shanghai City God Temple, etc., were also known as the "Top Ten Miscellaneous Lands" in China at that time.

"'Sanchun 6th Floor seventy -two shop', the statement of the folk proves the Shengji of the old name of Shenyang." Liu Tiemin said: "The twists and turns of the old name can interpret many stories. The old name contains a city in a city. History and culture. "

Lao Shuchun is even more flower

The old name reflects the history of the commercial development of a city, and is a symbol of the prosperity and development of the traditional business culture of the city. However, as the pace of modern civilization accelerates, most old names have disappeared into people's sight. It is also the old -fashioned name. The first batch of companies that have been identified as "Chinese old names" also faces a topic of welcome changes and accepted challenges of peers. So, what is the secret of the invincible place in the Shanghai?

"Its long -lasting secrets may be hidden in the" genuine price "and" Tongxu no deception 'of the "genuine price" of the year. Essence He said that in the past century, the old name has been developing from a todge to its development, and its business philosophy has never been shaken, that is, they have regarded their own brand and reputation as life. At the same time, the hard -working entrepreneurial spirit and unique business culture are The secrets of Changsheng.

"In the long river of history, the essence of each period is hidden in it, and the attractions of each stage are recorded in the body. This is the unique place of the old name. The essence of our development to this day is the word" integrity "." A company that has been identified as the "Chinese old name" believes that from the late Qing Dynasty to the present, they have developed steadily and innovated from small to large, and their uniqueness is nothing more than: internally seeking unity, product quality , Fully refurbishment; fair trading, adhere to credibility; extend the score, courage to innovate.

In the 1990s, this company made full use of the brand of the century -old store, continuously reforming and innovating, implementing brand strategies, and developing chain operations. , Wholesale, retail, and chain manufacturers have formed a relatively complete marketing network and a complete sales system with hundreds of business customer units.

In 2003, the company implemented a transfer and changed to a joint -stock company. In September 2004, the reimbursement opened, and the sales performance increased by four times compared with the same period last year.

"Our development must not only restore the old tradition, but also create new creations. If our products want to occupy a place in China and internationally, only the connotation of tradition and innovation is only carefully understood." This company determines that the brand and services are their market in the market Important means to survive. Relevant sources of the enterprise explained: "As the old name, if you want the brand to become attractive to the target consumers, you have to make a great cultural article, constantly dig and summarize the cultural connotation of the old name, but also enter new elements for the brand; in business management In terms of, it is also necessary to seek a path that meets both its own development and the objective of market development. "To develop, you must create a brand and innovative brand without being disabled and relying on the old. Since 2001, this company has gradually explored the marketing model that adapts to its own development -chain operations, and use this model to continuously expand the market and improve the marketing network. Family. In the process of developing chain operations, we can convey products, services, and concepts to the society, so that consumers understand the brand and recognize the brand. "Blossoming stores have brought our brand into millions of households, which not only improves its popularity, but also high -quality products have also promoted the operation of chain stores." The person in charge of the enterprise believed.

"Although the reputation of the old name is loud, to continue, the brand of the old name must be inherited, and fresh elements are constantly increasing on the basis of inheritance." Liu Tiemin told reporters.

When revitalizing operations

The long -established old name is a "golden signboard". The huge brand value and cultural value accumulated cannot be underestimated. In August of this year, the "First Top 100 Top 100 Chinese Brand Brands Value List" released by the Chinese Brand Research Institute showed that the total value of the Top 100 Top 100 brands in my country was more than 46 billion yuan; at the same time, as a carrier of a regional traditional culture, the old name was full of scriptures. The vicissitudes of social changes have created countless interesting historical glory. Therefore, the old -fashioned name is revived, which is far -reaching. In order to inherit the essence of the "famous brand in the famous brand", governments, departments, and all sectors of society are spare no effort.

In April of this year, the Ministry of Commerce announced the implementation of the "Revitalization of the Elderly Trouins", and plans to use 3 years to re -identify 1,000 "Chinese old names". It has also prepared the revitalization and development of the old name through the formulation of necessary support and protection policies.

In October of this year, the Ministry of Commerce and the State Administration of Cultural Relics jointly issued the "Notice on Strengthening the Protection of Cultural Heritage of the Old". The "Notice" proposes that it is necessary to earnestly improve the awareness of the protection of the old name, and focus on the protection of the historical research and cultural relic buildings of the old -fashioned name. The blind demolition and relocation, as much as possible to retain the original location and the original building form as much as possible. In particular, the original site protection of the old -fashioned origin store must be strengthened. The "Notice" requires that the census, planning and protection of the old -fashioned cultural relics is carefully done, and the "Chinese old name" identified by the Ministry of Commerce must be included in the national key cultural relics protection units in accordance with the conditions. On this basis, the competent business departments of various localities and cultural relics shall jointly jointly formulate the protection and development planning of the old -fashioned cultural heritage as soon as possible, and strive to include the economic development plan and the overall planning of the city. For the old -fashioned brand in the traditional commercial block, pay attention to protect the standards and historical styles of the traditional streets around it, and determine the corresponding protection scope and construction control zone if necessary; It should be fully considered its specific requirements for the environment, and through urban design planning, a good environment for the harmonious coexistence of new commercial facilities and old names.

Various cities across the country have made various efforts for the old -fashioned names of Fuxing. For example, Beijing has issued relevant policies: starting this year, the Beijing Municipal Bureau of Commerce will set up special funds for the development of old -fashioned development to support the revitalization of Beijing old -fashioned enterprises. Some old -fashioned recovery projects are expected to obtain funding support for 3 million yuan in project funding and discount loans.

Relevant persons believe that although the old -fashioned old name is not a matter of overnight, government actions such as "revitalizing the old -fashioned project" are undoubtedly a new opportunity for the development of the old name.

"But to achieve real development, in order to lay the foundation of development, the old -fashioned company also needs to practice internal skills: while maintaining the original fine tradition, boldly innovate, actively keep up with the pace of the times, let the 'Chinese old name' 'name' ' This golden signboard is luster, and it will be brilliant. "Relevant sources emphasized.

The pot is a local flavor of Jinzhou. It was created in 1945. Because of Bai Rongshu as the main operation technology, it is named Baijia Pot and Baijia Pot. Crispy, fresh perfume spirit, fragrant but not greasy.

Delicious pot

【Main ingredients】

500 grams of flour, 100 grams of fresh shrimp, 250 grams of pork filling, 150 grams of green leek, several eggs.

【seasoning】

15 grams of sesame oil and old sauce, 25 grams of green onions, 10 grams each of ginger and Shao wine, 5 grams of pepper, an appropriate amount of salt, 75 grams of oil, a little vinegar.

【Production process】

(1) Fresh shrimp is cut, and the egg liquid is cooked. The pork filling is adjusted into the old sauce, wine, ginger, green onion, salt, and pepper. After stirring, put in shrimp, sesame oil and oil, eggs, and green leek.

(2) Flour and dough, wrap the filling into the stuffing and make a raw pot.

(3) Boil the biscuits, dip the vinegar water in the raw pot and push it in the dribble, then drizzle with vinegar water, and use a small fire to burn it with yellow crispy skin.【Features】

The taste is delicious and crispy.

Origin should be in Shandong, and the pot cheese in the northeast is also better.

When is the old -fashioned and old -fashioned, the old -fashioned sample is rejuvenated?