"Only by making innovation 'not limited to formality, not superficial; Not limited to the partial, not only in front of the present', in order to truly enable enterprises to achieve a comprehensive improvement of social and economic effects. At the 3rd China Baking Industry Summit, Zhou Liyuan, deputy general manager of Daoxiangcun Group and general manager of the marketing center, was invited to attend, and combined with the successful experience of the development of Daoxiangcun, a time-honored brand in China, he made a speech on how to better carry out the innovation of national tide, which was widely recognized by the guests.
Zhou Liyuan, deputy general manager of Daoxiangcun Group and general manager of the marketing center
In October, the 3rd China Baking Industry Summit was successfully held at the National Convention and Exhibition Center in Hongqiao, Shanghai, with the theme of "Looking for New Growth Momentum for the Baking Industry". Many market industry leaders on the scene shared their profound and keen thinking and insights, offered advice and suggestions for the development of Chinese baking, and improved the overall cognitive level of the industry.
At present, the proportion of attention of Chinese brands is growing significantly, and "Guochao" has become one of the hottest topics in the baking market, especially among young people, and Guochao culture has received unprecedented attention. As for how time-honored enterprises can better carry out national tide innovation, Zhou Liyuan said that innovation should be the cultural heritage of time-honored brands to empower enterprises to enhance their value and brand building from the inside out. Therefore, innovation is not a "stimulant" for enterprise development, but a "catalyst" for sustainable development.
Daoxiang Village, which began in 1773, can be described as one of the most valuable specimens in the history of Chinese food culture. In the past two and a half centuries, it has been doing the most classic business in the most traditional industry and in the most "trendy" way, with boxes of pastries, highlighting the essence of traditional Chinese food culture, firmly grasping the stomach of the Chinese people, and arousing the memory and identity of the new generation of time-honored brands.
Daoxiang Village Suzhou Guanqian Street store
In order to "play" with young people, in recent years, Daoxiangcun has actively explored the road of innovation and development of national tide: through the development of its own IP such as "Qianlong Exploration Store", "Suzhou Garden", "Baoyu Cake" and "1773", it has created a national tide gift box; It has carried out cross-border co-branding with more than 100 brand IPs such as Honor of Kings, Kung Fu Panda, HelloKitty, China Aerospace, etc., and continuously promoted the brand to achieve national tide and rejuvenation. At the same time, Daoxiangcun also has in-depth cooperation with young designers to carry out national tide packaging design; Research and development of Biluo spring tea crisp, new Suzhou-style shortbread, peony flower cake, "flower cake" series of pastries, to create a series of special flavor food.
Daoxiang Village Shenyang Middle Street freshly baked flagship store
In 2021, Daoxiangcun Suzhou Guanqian Street Store will be renovated and upgraded on the century-old site, so that the charm of Jiangnan style and the style of modern national tide will be perfectly integrated, and after reopening, it will become a benchmark flagship store for innovative development among dozens of time-honored brands in Guanqian Street. This year, the first freshly baked flagship store in Northeast China was built in Shenyang Middle Street, which is known as the "First Street in Northeast China", which is also Daoxiangcun's further attempt to develop new stores;
Daoxiang Village "Flower Crisp" series of pastries
In addition, Daoxiangcun also broke the traditional thinking, adopted an innovative marketing model, accurately captured the current hot spots, and achieved value resonance and emotional connection with young people through content marketing that went directly to the heart. From entering the e-commerce platform to unlocking new skills of "live broadcast", in the innovation attempts, Daoxiangcun, a time-honored brand in China, has been revitalized in the original brand reputation and is sought after by more consumers, and the proportion of post-90s and post-00s consumers is also increasing.
"Only by making innovation 'not limited to formality, not superficial; Not limited to the partial, not only in front of the present', in order to truly enable enterprises to achieve a comprehensive improvement of social and economic effects. It is a deep insight into this point that Daoxiangcun can firmly occupy the leading position in the industry and be recognized by generations of consumers.