Domestic Products Lead The New Fashion &Nbsp; The Old Brand Of Tianjin Is "Tide".

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Professor Huang He He, director of marketing department of Business School of Tianjin Commercial University, analyzes nostalgia psychology as a common consumer psychology. In addition, some famous international brands and domestic emerging brands are exposed to quality repeatedly, which makes people who have experienced decades or even hundreds of years of durable goods return to people's eyes and become synonymous with fashion.

Tianjin old brand yesterday, today and tomorrow

The nostalgic wind in the consumer market has brought people's attention to these fine products. How are the old brands living now? The reporter has come to Tianjin to represent several classic old brand production enterprises.

"Yu Mei Jing" stepped into the two take-off

The "Yu Mei Jing" children cream, known as "Yu Mei Jing" cream 30 years ago, has become a famous Chinese daily brand with many sub brands and annual sales revenue of more than 5 billion RMB. Many of its main products are sold overseas.

Tradition and innovation have made this old brand continue to develop, and the small "snow cream" produced in Tianjin has sold a great reputation.

According to Zhang Jinkui, chairman of Tianjin Yu Mei Jing group, sales revenue of the group reached more than 5 billion yuan last year, and sales revenue and profit increased 20% last year.

Over the past two years, a number of popular star products have emerged. Taking the "Yu Meijing" bath emulsion as an example, the sales volume was 150 thousand bottles 10 years ago, reaching 7 million bottles last year, and the annual sales revenue of this single product amounted to 100 million yuan.

In the past 30 years, the Yu Meijing group has been taking the road of innovation. At present, there are three sub brands of "Yu Meijing", "Han Cao Xiang Yan" and "Yu Ying Fang", which cover different grades and different users. The end of the history of "Yu Meijing" reminds people of 1 yuan a bag of children's cream.

At present, Yu Meijing has become the first daily cosmetics brand in the city and the 170 WAL-MART supermarkets in China, which will spread the brand to all parts of the country.

At present, Watsons is working with Asia's largest health care and beauty products retail chain to discuss cooperation and expand sales.

Old plum blossoms are looking forward to glory again.

The reporter then came to the Distribution Department of Tianjin knitted sportswear factory in Nan Ni Wan Road, Nankai District, Tianjin, and several "plum blossom" sports clothes displayed in the counter told people how brilliant they had been here.

Fan Jie, who is on duty at the Ministry of distribution, said that the old "plum blossom" sportswear sold in the market was produced in the 80s of last century.

Since the factory was shut down more than 10 years ago, it has never been reproduced.

Fan Jie recalled that the "plum blossom" brand sport clothes were the most fashionable. Chinese athletes came to the stage wearing "plum blossoms".

Fan Jie took out a red sports trousers and "shiilin blue vest", which all came from the latest dyeing technology. Later, the machines were sold, and they could not dye these two classic colors.

Speaking of the "plum blossom" brand sportswear again popular, fan sister told reporters that there are indeed many young people who are looking for nostalgia fashion to stir fry the old "plum blossom" online, and even Hongkong guests specially come here to buy. Beijing customers are driving the car to find it here, just to buy an old "plum blossom" sportswear.

Other young girls came to buy the "Shilin blue" vest and put it on the T-shirt on the spot, saying that this is the fashionable dress now.

Although we all admire the old "plum blossom", however, the "plum blossom" brand is about to encounter the fate of being canceled.

According to the introduction, by the impact of Adidas, Nike and other brands, coupled with the continuous increase of cotton yarn costs, marketing methods can not keep up, resulting in the factory being shut down to date.

"Plum blossom" is about to disappear completely, which makes fan elder sister very sorry for the old worker.

She also hoped that people of insight could save the brand, so that the classic Chinese brand could regain its glory.

Brand rebirth is not simply Retro

Huang Ju he, director of marketing department of Business School of Tianjin Commercial University, told reporters that the old brand of Jin Jin made a brilliant achievement because of its good quality and high reputation.

With the rise of foreign brands and brands in the southern region, its new technology, new technology and new marketing methods have made the old brand of the city no longer exist.

For example, the original "Tianzi" shampoo, "Swan" cold waving products and other products were defeated after Procter & Gamble entered the Chinese market.

At present, the nostalgia trend at the source of the Internet has provided a good opportunity for revitalized old brands.

But the old brand "rebirth" is not simply to restore the old, but to increase the technical content of the product on the basis of guaranteeing the quality, find the demand for differentiated operation from the market segments, firmly grasp the feelings of people to the old brand, and increase the added value of the product culture and services. Only in this way, the revival and takeoff of the old brand is not a dream.