2025服贸会｜北京内联升程旭：以双品牌策略触达新用户 用场景创新激活消费潜力

Core Insights - The event "Finding the Consumption Power of Time-honored Brands" emphasizes the role of traditional brands in creating innovative consumption scenarios and tapping into consumer potential [1] - The discussion focuses on how these brands can protect and inherit traditional culture while achieving brand rejuvenation, fashionability, and internationalization to lead the new trend of domestic consumption [1] Group 1: Brand Strategy - Beijing Neiliansheng Shoe Industry Co., Ltd. emphasizes the importance of "cross-user" strategies to break traditional consumer demographics, as younger consumers have limited brand awareness [2] - Neiliansheng launched a sub-brand "Daineiliansheng" in 2018 to engage with new consumer segments through collaborations with designers, artists, and pop culture [2] - The brand retains its traditional craftsmanship while incorporating new technologies and materials to meet diverse consumer needs [2][4] Group 2: Innovation in Consumption Scenarios - Neiliansheng's "Daineigongbao" coffee is a cultural crossover project aimed at promoting a lifestyle rather than being a typical coffee chain [4] - The brand has created new consumption scenarios such as museums and pop-up stores, successfully conveying that Neiliansheng remains relevant in contemporary trends [4] - Collaborations with cultural institutions, such as the Chinese Pingju Theatre, enhance the exchange and promotion of intangible cultural heritage [4] Group 3: Marketing and Brand Identity - The brand's marketing efforts are driven by a "goal-oriented" approach, aiming to capture attention in the era of eye-catching marketing [5] - Collaborations with international trendy brands and cultural productions are designed to reach audiences beyond conventional marketing channels [5] - The core of the brand's strategy is to uphold craftsmanship and long-termism, ensuring quality that meets consumer expectations to maintain reputation and recognition [5]