SANYUAN(SH:600429) Sou Hu Cai Jing·2025-07-16 08:40Core Insights - The article highlights the transformation of traditional brands in Beijing, particularly the "Beijing Milk Company," into experiential consumption spaces that attract younger consumers and create a cultural connection [1][2][13] Company Overview - The "Beijing Milk Company" has become a popular destination for both locals and tourists, featuring interactive experiences such as self-made ice cream and fresh milk [2][6] - The store aims to evoke childhood memories while establishing a deeper connection with younger consumers through its offerings [6][13] Consumer Experience - Customers can engage in hands-on activities like making their own ice cream, with incentives for achieving certain heights [4][8] - The store utilizes automated technology for coffee preparation, enhancing the interactive experience [8] - The product range includes both traditional items and innovative offerings, such as unique yogurt and milk tea [8][13] Market Trends - Traditional brands are evolving from merely selling products to providing comprehensive experiences that blend culture, social interaction, and modern technology [9][15] - The article notes a broader trend among Beijing's old brands to innovate and attract younger demographics through experiential retail [9][14] Strategic Initiatives - The "Beijing Milk Company" plans to open additional locations in various strategic areas, including transportation hubs and shopping centers, to expand its market presence [13][16] - The Beijing government is actively supporting the development of old brands through policies aimed at innovation and cultural preservation, with a target for the total scale of old brand enterprises to reach 200 billion yuan by 2025 [16]