从茶叶到新茶饮 从市场到连锁商超 老字号多举措贴近年轻消费者

Group 1: Company Innovations - The traditional brand Jinghua Tea has launched a new tea beverage brand "Jinghua Piaoxue" in the Forbidden City, offering tea drinks, tea-flavored ice cream, and ready-to-drink tea products, while optimizing its offline network and expanding franchise development [1] - Liu Biju has collaborated with Sanyuan Foods to create co-branded products like "Erba Sauce Milk Tea" and "Erba Sauce Yogurt Shake," and has expanded the application of its sauce into snacks, baking, and tea drinks [2][5] - Wang Zhihuo has introduced a low-salt fermented bean curd series with over 40% less salt than traditional products, while also exploring the "food and medicine integration" market and upgrading through smart manufacturing [5] - Baiyu has developed new product lines such as hand-pulled tofu and new-style fresh bean curd, and has collaborated with Liu Biju to launch cross-border products, achieving sales of over 4 million yuan for certain items [5][6] Group 2: Market Expansion and Sales Channels - Liu Biju has accelerated its digital transformation, achieving a threefold increase in e-commerce sales since 2020, and has opened an innovative store in Harbin in partnership with JD Seven Fresh [5] - Baiyu has expanded its sales channels from traditional markets to premium supermarkets, with sales in 7FRESH being three times that of ordinary brands, and has opened 60 new specialty stores in Beijing [6] - Baiyu's online sales have seen a 150% year-on-year increase in 2022, supported by a logistics system covering over 2,500 points in the Beijing-Tianjin-Hebei region [6] Group 3: Cultural Heritage and Consumer Engagement - The innovation of traditional brands is rooted in cultural heritage, with products like low-salt pickles and ready-to-eat bean curd being reinterpreted for modern consumers [6] - The transformation of traditional brands involves a comprehensive channel strategy, connecting deeply with consumers, especially younger demographics, through both offline experiences and online platforms [6] - The commitment to cultural transmission, product innovation, and channel transformation is seen as a continuous journey for traditional brands, aiming to evolve from "old classics" to "new classics" [6]