老字号“皇上皇”腊味传奇，在抖音电商续写新篇

Core Viewpoint - The article highlights the transformation of the traditional brand "Huang Shang Huang" in Guangzhou, showcasing its adaptation to the digital age through e-commerce and live streaming, while maintaining its heritage and quality in producing Cantonese cured meats [1][2][4]. Group 1: Company Background - "Huang Shang Huang" was established in 1940 and has evolved from a small shop to a leading brand in Cantonese cured meats, recognized as a "hometown flavor" by many locals [2]. - The brand emphasizes the quality of its products, using a specific blend of pork cuts and traditional seasoning methods, which have been preserved over decades [2][3]. - The production process includes 13 traditional steps, ensuring the craftsmanship is maintained while integrating modern technology for efficiency [2][3]. Group 2: Technological Integration - The company has modernized its production with smart temperature and humidity control, increasing production efficiency by nearly 50% and reducing energy consumption by over 70% compared to traditional methods [3]. - A research and development base has been established to combine traditional techniques with digital control technologies, ensuring both flavor preservation and standardized production [3]. Group 3: E-commerce Strategy - In 2021, the brand recognized the shift in consumer demographics on platforms like Douyin (TikTok), targeting younger audiences by adjusting product sizes and packaging [4][5]. - The e-commerce team has grown from 3 to 13 members, with a focus on training and expertise in short video content creation [4][5]. - During a recent promotional event, the brand achieved a transaction volume of 22 million yuan, with a 90% increase in daily sales during the campaign [4][5]. Group 4: Market Expansion - The brand's consumer base on Douyin now sees 50% of sales coming from users aged 25 to 35, with 80% of customers located outside Guangdong province, indicating a successful national expansion [5][6]. - Multiple Douyin accounts have been established to cater to different demographics, successfully bridging the gap between traditional and modern consumer bases [6]. Group 5: Cultural Integration - The brand has effectively integrated its traditional craftsmanship into modern marketing strategies, using live streaming to showcase its heritage and engage younger consumers [5][6]. - The approach has transformed the perception of traditional brands, making them relevant in contemporary consumer culture while preserving their historical significance [6].