Digital Transformation of Time-Honored Brands: Livestreaming, Mini-Programs, and Private Traffic—Who's Running Fastest?
Warrior (Hui Li) revived through private traffic, while Bee & Flower (Feng Hua) made a comeback via livestreaming. For time-honored brands, digitalization isn't about installing systems but rebuilding the 'people-goods-scene' framework. This article examines three typical cases.
The core of digitalization for time-honored brands isn't purchasing software, but bringing their 'century-old trust' online and using data to feed back into product development.
1. Private Traffic: Turning One-Time Customers into Long-Term Users
Warrior (Hui Li) revived through community groups and membership systems, transforming low-frequency footwear purchases into manageable long-term relationships.
2. Livestreaming: Countering Big Brands with Authenticity
Bee & Flower (Feng Hua) made a comeback in livestreams with its 'down-to-earth persona,' proving that time-honored brands need not be luxurious—sincerity itself is content.
3. Data-Driven Product Iteration
By turning online reviews into a basis for product iteration, time-honored brands can cultivate a 'user-centric mindset.' The ultimate goal of digitalization is to let century-old brands understand how today's people speak.
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Sources / Further reading
All content here is original analysis and roundup; data follows official sources such as the MOFCOM time-honored brand list. Please attribute when citing.