Gold brand Crazy Gold, which brand is brighter? The Chinese Time-honored Brand Prosperity Index is launched for the first time, Shanghai has the most time-honored brands in the country

The national style and trend are at the right time. In Shanghai, which has the largest number of Chinese time-honored brands in the country, which brands are the most famous and whose golden signs are the brightest? On the 29th, the "Shanghai Chinese Time-honored Brand Prosperity Index" was released for the first time at the century-old Shanghai Jiao Tong University. Nearly 200 brands included in the research scope are all established for 50 years or more, and their main service targets are individual consumers. According to the calculation of more than ten indicators, 30 brands including Lao Fengxiang, Guangming Dairy, Jinfeng, Maxam, and Sanqiang are in the excellent range.

[Two time-honored Chinese brands in Shanghai are “the most in the country”]

In February this year, the Ministry of Commerce carried out the assessment of Chinese time-honored brands again after 13 years, and 382 brands were officially recognized as the third batch of Chinese time-honored brands. Some Chinese time-honored brands have strong development momentum, continuously improve their competitiveness, and achieve brand revitalization; at the same time, there are also some Chinese time-honored brands that are not prosperous enough, their influence continues to decline, and they are even "delisted", breaking the "lifelong tenure" of time-honored brands.

Among the 1,510 Chinese time-honored brands evaluated in three batches, a total of 214 brands from Shanghai received this honor, the most in the country. At the current stage, the number of 197 Chinese time-honored brands existing in Shanghai ranks first among all provincial administrative regions in the country; however, among the 55 Chinese time-honored brands across the country that have failed the review, 17 time-honored brands from Shanghai have lost their "iron rice bowl". This number is also the highest in the country.

In order to promote the integrity, innovation and prosperity of Shanghai's Chinese time-honored brands, the team from Shanghai Jiao Tong University's Antai School of Economics and Management pioneered the Shanghai Chinese Time-honored Brands Prosperity Index System, which includes three first-level indicators: product research and innovation, market development and sustainable development. , as well as 6 second-level indicators and 11 third-level indicators. The index is based on the latest list of Chinese time-honored brands announced by the Ministry of Commerce and based on the principle of substantiveness, comprehensively evaluates 180 Chinese time-honored brands covering 19 major industry categories, and weights to calculate the prosperity index of each Chinese time-honored brand in Shanghai.

[The difference between the first and last place is more than 70 points]

In fact, among the more than 1,000 Chinese time-honored brands across the country, only about 10% are in vigorous development, and a considerable number of them are operating at a loss. Research shows that Shanghai's index generally shows a score distribution trend of "less at the two ends and more in the middle". Among them, the top 10 brands with the most outstanding overall performance are: Lao Fengxiang, Guangming Dairy, Jinfeng, Maxam, Sangun, Lei's, Dunhuang, White Rabbit, Guangming Cold Drinks, and Hengyuanxiang.

Later, there were Fenghuang, Meilin, Tonghanchuntang, Huili, Forever, Guanshengyuan, Baimao, Fenghua, Xinya, and Meilong Town. On the list, the highest-scoring time-honored brand - gold jewelry brand Lao Fengxiang Zhaijin, received a total index score of 75.3 points; while the lowest time-honored brand only had 1.7 points, and there were 28 other time-honored brands with scores below 10 points, with index scores at both ends. The interval difference is large.

At the same time, on the basis of the overall ranking, taking into account that Shanghai’s Chinese time-honored brands belong to multiple industry categories and the industry characteristics of different industries, the report also conducted an industry-specific analysis of time-honored brands in the food manufacturing, retail, and catering industries. Ranking. Among them, the food manufacturing industry has the largest number, reaching 35. The top five are: Guangming, White Rabbit, Guangming, Meilin and Guanshengyuan. The top five in the retail industry are: Lao Fengxiang, Shao Wansheng, New World, Shanghai Seafood, and No. 1 Food; the top five in the catering industry are: Xinya, Meilong Town, Xinghualou, Gongdelin, and Dafugui.

[Strengthen unique value and embrace the “Internet”]

"Do you know which 'Laodafang' brand the fresh meat mooncakes you have eaten come from?" It turns out that there are four brands in Shanghai that legally use the word "Laodafang" in their names, but only two of them are among the Chinese time-honored brands. , respectively: the boss room in the West District and the real boss room.

As the chief expert of the index research team, Wang Liangyan, professor and doctoral supervisor at Antai School of Economics and Management, Shanghai Jiao Tong University, said that Chinese time-honored brands have distinctive Chinese excellent traditional cultural characteristics and historical heritage, and contain unique economic and cultural value. As the birthplace of many nationally renowned time-honored brands, Shanghai needs the concerted efforts of government and enterprises to strengthen the unique value of time-honored brands, embrace the "Internet", and achieve marketing transformation in the new era.

A reporter from Jiefang Daily·Shangguan News learned that this index compares each first-level indicator. Among them, the time-honored brands that rank at the top of the "product research and innovation ability" index include Lao Fengxiang, Lei's, Dunhuang and Jinfeng, and the "market development ability" index ranks the top time-honored brands. The top time-honored brands include Xinghualou, Guangming, Shen Dacheng, Shao Wansheng and Meilong Town. The top-ranked time-honored brands in the "sustainable development capability" index include Guangming, Phoenix, Lao Fengxiang, Hero and Jinfeng.

"Cross-crossing, knowledge and action are integrated." Professor Chen Fangruo, dean of the Antai School of Economics and Management and dean of the Industry Research Institute of Jiaotong University, said that Antai is the first to conduct industry research among business schools, providing academic insights for China's high-quality development and modernization in the new era. Action plan. The results of this index intuitively show the current situation of many Chinese time-honored brands in Shanghai, as well as the differences between different time-honored brands, which will provide reference and inspiration for time-honored brands in Shanghai and even the country.