2025服贸会｜北京商业经济学会会长王成荣：借IP活化与场景创新 老字号破圈激活新型消费潜力

Group 1 - The core theme of the event is the exploration of how time-honored brands can innovate while preserving traditional culture, aiming for brand rejuvenation and leading the new trend of domestic consumption [1][3] - The event highlighted the importance of integrating cultural, commercial, and tourism elements, with successful time-honored brands deeply rooted in these areas for decades or even centuries [1][3] - The discussion emphasized the need for time-honored brands to activate their intellectual property (IP) and innovate to regain relevance among younger consumers, focusing on trendy products and effective marketing strategies [3][4] Group 2 - Challenges faced by time-honored brands in cross-industry integration include the need for a cautious approach, suggesting that brands should prioritize breaking through either product or customer circles to minimize risks [4] - Companies are encouraged to research the needs of target demographics, particularly Generation Z, to create experiences that provide emotional value and cater to various consumer desires [4] - The concept of "experience sweet spot" is introduced, where products or services that deliver both joy and happiness can significantly enhance emotional value for consumers, aiding time-honored brands in sustainable cross-industry integration [4]