Introduction: It is undeniable that these negative labels are real for some old brands. When an era changes dramatically due to technological advancement, the old name is easy to become a laggard in the market. This is largely because the old name relies on its own traditional path and is not willing to innovate. It is like a century-old Kodak company. In the era of digital technology, the strategy of traditional film is still in the bankruptcy.
When it comes to the old name, what kind of keywords will appear in your mind?
"Traditional", "grounded gas", "reliable"... China's old brand always enjoys the special trust of the Chinese people because of its long history, distinct national cultural background and profound cultural heritage. Of course, there are also people who label them with "outdated", "aging" and "weakness".
It is undeniable that these negative labels are real for some old brands. When an era changes dramatically due to technological advancement, the old name is easy to become a laggard in the market. This is largely because the old name relies on its own traditional path and is not willing to innovate. It is like a century-old Kodak company. In the era of digital technology, the strategy of traditional film is still in the bankruptcy.
Based on this, when artificial intelligence began to change this era, the old brands began to seek a new hotbed.
The AI-style evolution of the old-fashioned
has a huge appeal and has gradually lost their market space.
According to relevant statistics, at the beginning of the founding of New China, there were at least 16,000 old brands in the country. Today, many old brands have gone bankrupt. At present, there are only more than 1,000 “China Time-honored Brands” identified by the Ministry of Commerce. Among the more than a thousand old brands, the proportion of companies with better development is only 20% to 30%, and most of the old brands are not doing well.
Even the famous Beijing Quanjude is facing pressure on performance. According to the first half of 2018's performance report released by Quanjude, Quanjude's revenue for the first half of the year was 876 million yuan, a year-on-year increase of only 1.43%; net profit was 777.924 million yuan, an increase of 1.29 over the same period of the previous year. %. Since 2012, Quanjude’s performance has stagnated for six consecutive years.
Another old Chinese medicine company, Tong Ren Tang, faces a more complicated situation. At the end of last year, the incident of recycling expired honey as raw materials will be involved in the whirlpool of public opinion. Before that, Tongrentang was exposed to problems including fake blood swallows, Ejiao falsification, Wubu Pills, and Pediatric Zhibao pills. At this point, Tong Rentang’s centuries-old reputation was destroyed.
In the face of the double crisis of credibility and performance, the old brands have to actively seek new growth points. From the market performance of the old brands, "AI-style evolution" has become the only way out.
Around the Dragon Boat Festival in 2017, Wufangzhai, the old-fashioned product of the rice products industry, issued an activity collection order for “10 million collection robots”, which rewarded the public and related robot research and development institutions with great rewards; Tongrentang, which was caught in public opinion At the end of last year, he recruited artificial intelligence scientists with nearly one million annual salary to be responsible for the training and tuning of the “Tongrentang Brain”. Beijing’s inline promotion, which is dedicated to shoes, is also working with the Institute of Aeronautics to conduct academic cooperation and try to use artificial labor. Intelligent realization of the improvement of the sole bottom technology.
Among them, there is a smart restaurant such as Wufangzhai, which has been used properly by AI. It opened only one month, and its store turnover increased by more than 40% year-on-year. The unit price increased by 14.5%, which is recommended by Big Data. Among the TOP10 dishes, the user's order-taking rate is 65%.
Of course, there are also cases of smashing sand. In April 2016, Quanjude invested 15 million shares to hold 55% of the shares. Together with Chongqing Mad Grass Technology Co., Ltd. and Beijing Dakeng Information Technology Research Center (Limited Partnership), it established the “Ducker Technology” company, responsible for the Internet operation of Quanjude. . This old-fashioned + technology attempt was aborted after one year.
The old-fashioned "congenital deficiency"
The old-fashioned embrace of new technology is a brand new attempt. In today's rapid development of technology, the old name tries to use artificial intelligence to seek further development of the brand, and it is also a encouragement. Try it. However, in the use of artificial intelligence, the old name has a congenital defect that is difficult to make up.
In this fast-paced era, the firm and practical "artisan spirit" has been repeatedly talked about by the community. The most representative of the "artisan spirit" is the Chinese old-fashioned enterprise. It can be said that a craftsmanship enterprise may not be an old brand, but most successful old brands.They have been inherited for centuries.
The old-fashioned shoes are inline, making a pair of shoes, not only need careful selection, but also need more than 90 procedures, the whole shoemaking process involves nearly 40 kinds of tools; the traditional handicrafts and old Wang Xingji, Each process of the black paper fan needs to be completed by different people, including 86 processes such as bone making, paste, upper page, folding, shaping, sanding, etc. The production process is extremely complicated and time-consuming; the traditional Chinese medicine is the same as Tongrentang. The rumors of its store are also focused on the hand-made "construction, although the production will not dare to save labor, although the taste is expensive, it will not reduce the material resources."
In the public cognition, the craftsmanship spirit often means pure hand-made. When consumers consume, they buy not only products, but also the manual features behind the products. Imagine that the shoes that are stepped on under the feet are the one-on-one, one-handed, one-of-a-kind shoes. Will it be more practical? However, unlike the fine grinding of the craftsman spirit, artificial intelligence pursues automation and high efficiency, and its product standard is naturally different from that of handmade products. This is also the natural contradiction between the old name and artificial intelligence.
Of course, we can't simply assume that hand-made must be better than machine automation, or that machine automation must be better than hand-made, but it must be said that “manual” is often easier to achieve.
The "small pot of tea" that has been controversial in recent days is a signpost that is "handmade" and has become a phenomenal product of the tea industry. Of course, there is a contradiction between the very small manpower and the huge sales volume, which has also raised questions from netizens and the media. Finally, “small pot of tea” can only make a statement to show that it is “modern innovation in traditional tea making techniques”, recognizing the involvement of machines in the production process.
In fact, the old name should be revived, and in the face of increasing market demand, industrial production is inevitable, but how to balance the relationship between hand and machine, while preserving the basis of hand-made and brand culture In the use of high technology to liberate part of the labor force, it is the proposition of the times for these enterprises.
How to treat artificial intelligence correctly
Looking at the combination of old brands and artificial intelligence, intelligent relativity divides them into two categories, one is to regard artificial intelligence as a new brand marketing Opportunities, such as Baique Ling, and the other are the application of artificial intelligence to the product's supply chain, including products.Design, production and consumer services, such as Inline, Wufangzhai. For the former, the question we have to think about is whether the old brand needs artificial intelligence to endorse it?
The tide of artificial intelligence is coming, and the things around us are evolving. It seems that these old companies are not allowed to hesitate for a moment. Baiqueao is one of the leading forces. Its top executives have said that “the advantage of local enterprises lies in the more grounded grip on consumers. To carry forward this advantage, local enterprises may not fall behind foreign-funded enterprises in digital transformation.” In recent years With digital communication and public relations, Baique Ling has become one of the most well-known domestic brands.
However, even if Baique Ling completed the digital transformation of communication, its market performance was not satisfactory. In May 2017, Baique Ling placed a marketing advertisement, and its novel creativity made it a phenomenon-level advertisement of the year. However, the outside calculation found that Baique Ling’s advertisement of about 1.8 million yuan was only exchanged for the sales conversion of 8,000 yuan. It can be seen that Baique Ling is not enough in the hearts of consumers. Some insiders have pointed out that the eyeball economy can only increase the awareness of Baique Ling, and it cannot form a long-term purchase pull.
Therefore, considering artificial intelligence and digitalization as a new way of marketing, over-reliance on technology is not a good choice. In order to successfully evolve, the old name still depends on whether it can shape the brand culture that matches its own market and integrate it. Compared with emerging companies, feelings and culture are the core advantages of the old brand. On this basis, with the latest technology as a boost, boldly break the existing model, innovate cultural connotations, and constantly improve the relationship between brands and consumers. selected.
Looking at the world's "old name", Louis Vuitton (LV), founded in 1854, set up a virtual consultant between brands and consumers to showcase LV's fashion show and brand history. Consumers' understanding of brand culture and design concepts; Burberry, which was founded in 1856, applied chat bots to retail channel marketing strategies, and brand loyalty, participation, and conversion rates were significantly improved.
Compared with the old-fashioned foreign brands in the big step of science and technology, the pace of the old domestic brands seems to be slower. Until now, there is no traditional brand that can use the AI to set off the tide of domestic products. And about the various manifestations of AI, it’s the artificial intelligence tide that wraps theseOld-fashioned, let them stumble and walk forward, or is the old name surging for survival, grasping the pulse of the times?
Who knows?This article was written by the author of the cutting-edge technology. The views represent only the author and do not represent the OFweek position. If you have any infringement or other problems, please contact us.