Analysis of E-Commerce Transformation of Historic Brands: Take Holiland as an Example

Abstract

With the improvement of living standards, after solving the problem of food and clothing, people's attention to snacks and refreshments has increased, which has promoted the rise of China's dessert market; At the same time, the wide application of e-commerce provides tools for industry upgrading. Through literature analysis and case analysis, this paper studies how the famous Chinese dessert brand 'Holiland' has transformed its historic brands with the new era through e-commerce transformation, regained business opportunities and occupied a large market share. This paper hopes to analyze the success of 'Holiland', and explores whether time-honored brands can improve the value of brand reputation through the rational use of e-commerce, and transform and upgrade to adapt to the current era of social Internet + electronics. After analysis, this paper finds that if time-honored brands can make reasonable use of e-commerce, they can attract the love of the whole new customer base --like the main force of consumption - the young people of the Z generation.