老字号“出圈赶潮”焕活力

Group 1 - The core viewpoint of the articles highlights the transformation and modernization of traditional Chinese brands, known as "laozihao," to attract younger consumers through innovative products and cultural experiences [1][2][3] - The "2024 Douyin Laozihao Annual Data Report" indicates that 40% of laozihao purchasers are from the "post-90s" generation, with the "post-00s" showing the fastest growth in purchasing volume, increasing by 95% year-on-year [1] - Laozihao brands face challenges such as a disconnect between cultural expression and modern life, lack of interactive service experiences, and outdated marketing strategies that often rely on nostalgia [1] Group 2 - Innovation for laozihao enterprises is not merely about following trends but involves adapting to consumer demands across product design, experiential marketing, and cultural expression [2] - The cultural core of laozihao should be transformed into tangible consumer experiences, with some brands establishing museums to share their historical narratives and enhance brand reputation [2] - Laozihao companies are leveraging the trend of cultural tourism integration to create interactive and social consumption experiences, shifting from merely selling products to offering comprehensive experiences [2] Group 3 - The reputation of laozihao brands is a valuable intangible asset, built on quality, craftsmanship, and strong brand credibility [3] - Maintaining brand image and reputation is crucial for laozihao enterprises as they innovate, ensuring they uphold traditional craftsmanship and quality [3] - There is an expectation for more laozihao companies to innovate while preserving their heritage, creating new value through time-honored techniques and modern interpretations [3]