On September 13, Tianjin Daily (Theoretical Innovation Edition) published a theoretical article by Associate Professor Wang Yingxin from the School of Marxism of our university titled "Carefully Building Tianjin Time-honored Cultural Brand".。The article pointed out that the time-honored brand is an important carrier of the city's history and culture, and a "living signboard" for the innovative development of cultural heritage.。Carefully building the time-honored cultural brand of Tianjin is of great practical significance for further protecting the cultural heritage, carrying forward the commercial culture, inheriting and developing the city culture, showing the city's temperament and style, and promoting the high-quality development of Tianjin。

The article explains from three aspects: rich cultural resources of Tianjin time-honored brands, bright value of Tianjin time-honored brands in The Times, and enhancing the competitiveness of Tianjin time-honored brands。Rooted in the fertile soil of traditional Chinese culture, Tianjin Chinese time-honored brand conveys the memory of the city's historical development, displays the characteristics of citizens' clothing, food, housing and transportation, and becomes a precious resource carrying the city's temperament and image and a cultural code for re-innovation and brilliance。The time-honored brand inherits the gene of keeping the foundation evergreen, and contains the password of vitality with the circulation of The Times, which is not only urban constructionIt is also an important promoter of business culture innovation。To dig deep historical and cultural resources to revitalize the vitality of the time-honored brand, accelerate the adaptation to the new situation of the rapid development of information technology, and activate the traditional cultural connotation with modern aesthetic concepts are the inevitable requirements for highlighting the new style of Tianjin modernization。

The original report reads as follows:

Carefully build Tianjin time-honored cultural brand

Wang Yingxin

The Third Plenary Session of the 20th CPC Central Committee made a series of strategic arrangements for the protection and inheritance of cultural heritage。我市牢牢把握贯彻落实习近平总书记视察天津重要讲话精神的工作主线，In the improvement of cultural protection, inheritance, innovation and development of the specific deployment of the system，It is proposed to deepen the reform and innovation of the "four languages" system and mechanism，Optimize the "Wenruncheng" brand model，We will implement important requirements for cultural inheritance, innovation and development。The time-honored brand is an important carrier of the city's history and culture, and a "living sign" for the innovative development of cultural heritage.。Carefully building the time-honored cultural brand of Tianjin is of great practical significance for further protecting the cultural heritage, carrying forward the commercial culture, inheriting and developing the city culture, showing the city's temperament and style, and promoting the high-quality development of Tianjin。

Tianjin time-honored brands have rich cultural resources。Near the river and the sea near Beijing, Tianjin has been a city with distinctive features and charm since modern times。At present, our city has 72 Chinese time-honored brands, including 38 brands with a century-old history。These time-honored brands are rooted in the fertile soil of traditional Chinese culture, passing on the memory of the city's historical development, showing the characteristics of citizens' clothing, food, housing and transportation, and becoming a valuable resource carrying the city's temperament and image and a cultural code for re-innovation and brilliance。Rooted in traditional culture, cast the "Jin" word brand。The enterprise culture, business operation, artisan skills, shop building and so on of the time-honored brand highlight the background of the excellent traditional Chinese culture。Darentang, Lerentang and other time-honored pharmaceutical brands adhere to the love and belief of traditional Chinese medicine culture，Conveying the core value of the enterprise of the benevolence of the doctor;GUI Faxiang and other food brands to "first righteousness after profit.，The concept of "justice in the first" abides by the commercial spirit of authenticity, honesty;Retail brands such as Quanye field bear the social responsibility of serving the people and benefiting the township and catalpa with the feelings of home and country;Clay figure Zhang and other arts and crafts brand stick to "such as cutting.，As polished as polished "ingenuity，Inherit the craftsman spirit of excellence......Time-honored brands inherit the important cultural genes of the excellent traditional Chinese culture，The achievement of the time-honored business development and long-term foundation。Pass on the city's memory and form the style of Jin Pai。Marine culture and land culture, local culture and foreign culture, elite culture and popular culture converge and blend in Tianjin, creating a city temperament of common prosperity of sea and land, coexistence of China and foreign countries, and coexistence of elegance and vulgarity。Haijing, Tiangu and other time-famous trademarks reflect the sentiment of heavy water and the water-loving aesthetic;The architectural appearance of Quanye Chang, Lishunde and other time-honored brands shows the historical memory and urban brand of the integration of the west and the east.Yangliuqing New Year Picture, clay figure Zhang color sculpture and other time-honored crafts show the elegance and folk appreciation of Jin style skills and urban customs;Red Triangle brand soda ash, sheep brand wool and so on condense the national character and vision of love Jin merchants to revitalize domestic goods。Laozihao is the witness of city history, but also the writer of city memory, showing the unique personality of Tianjin city。Integrate into the life of the people and show the symbols of Jin flavor。Tianjin time-honored brands are mainly concentrated in the field of livelihood consumption, serving the people's clothing, food, housing and transportation, and becoming a symbol to meet the needs of citizens and enrich their lives。The time-honored brand is the materialization of the social life style, the epitome of The Times when citizens look forward to a better life, and the symbol of the taste of displaying the fireworks of the city。

Tianjin time-honored brand has a distinct value。习近平总书记强调，城市建设就是要保护弘扬中华优秀传统文化，延续城市历史文脉，保留中华文化基因，浸润和涵养城市发展。The time-honored brand inherits the gene of keeping the foundation evergreen and contains the password of rejuvenating with the circulation of The Times. It is not only an important participant in urban construction, but also an important promoter of business culture innovation。Honesty is an indispensable business route for time-honored brands。Tianjin Tongrentang, with the commercial credit of "the true formula, the true medicine, the heart is the heart, the price is the true price", has become a model of honest business。Today, integrity is still a magic weapon for time-honored brands to win consumers and establish brand image, but also a key factor to expand business opportunities and maintain competitive advantage。The artisan spirit of pursuing excellence and striving for excellence is a vivid portrayal of quality assurance。High quality, unique craftsmanship and excellent service are the guarantee for the generation inheritance of time-honored brands。In today's consumers pay more and more attention to brand and quality, the pursuit of quality is still the lifeline of enterprise survival and development。Innovation that changes with The Times and follows the trend is the source of vitality for the development of time-honored brands。Tracing the development history of time-honored brands, they are the innovative subjects that guide consumption, lead fashion and are sought after by consumers in their era。Take national interests first, time-honored enterprises never forget patriotism;Taking the interests of society and the people as the priority, Laozihao never forgets its social responsibility。Taking responsibility for the world is still the requirement of The Times for enterprises to fulfill their social responsibilities and win wide recognition from the society。

Enhance the competitiveness of Tianjin time-honored brands。习近平总书记指出，中国式现代化离不开优秀传统文化的继承和弘扬。Digging deep historical and cultural resources to revitalize the vitality of the time-honored brand, accelerating the adaptation to the new situation of the rapid development of information technology, and activating the traditional cultural connotation with modern aesthetic concepts are the inevitable requirements for highlighting the new style of Tianjin's modernization。With the national tide, leading the new fashion。Comply with the national trend of consumption, accelerate the renewal of time-honored products, use scientific and technological means to diversify, commercialized development, and youthful implantation, and enrich the supply of new products and new services with diversified and personalized needs of the masses。Do a good job of time-honored personified IP image，Tell the time-honored stories of Tianjin and China，Joint development of the time-honored "Jinyun national tide" literary creation，Create time-honored "national tide Jindian" products，Promote the "national style" of the time-honored brand to the international market，Revitalizing Chinese culture "Breaking the circle to catch the tide"，Enhance time-honored brand awareness and market competitiveness。Promote transformation and upgrading and light up the new economy。Promote the transformation and upgrading of time-honored brands with the help of new quality productivity, promote the upgrading of time-honored manufacturing equipment, launch intelligent production lines, digital collaborative tools, and encourage time-honored brands to set up their own research and development centers。Build time-honored cloud exhibition hall and build time-honored digital industrial park。Promote the time-honored enterprises to deepen cooperation in connecting with Beijing-Hebei resources, and realize resource sharing in data sharing, technical support and market expansion。Carry out online and offline diversified business, so that e-commerce can empower the old brand new retail path, accelerate the iteration and upgrade of the old brand marketing model。Promote cross-border integration and unleash new vitality。Create a plateau and cultural experience space for time-honored brands, and organize time-honored brands to develop together。Enrich the business formats of time-honored brands, actively expand the integrated development mode of multi-formats, create a multi-theme immersive interactive new consumption scene, expand new ways of Jinmen culture transmission, release new vitality of cultural tourism consumption, and cultivate new momentum for urban development。Carefully build time-honored cultural brands, promote modern Tianjin urban renewal with time-honored scientific and technological innovation and industrial renewal, polish the "Jin" sign of time-honored brands to promote high-quality development, and further highlight the new style of Tianjin modernization。

(The author is a base researcher of Tianjin University of Commerce, Tianjin Theoretical System Research Center of Socialism with Chinese Characteristics, and a researcher of Tianjin University of Commerce Time-honored Collaborative Innovation Center. This paper is the phased achievement of Tianjin Philosophy and Social Science planning project TJKS20-010)