北京稻香村：在抖音迎来节日生意爆发，与年轻顾客同行

Core Insights - The collaboration between Beijing Daoxiangcun and the Temple of Heaven has successfully created a cultural-themed gift box that has gained significant popularity on Douyin, achieving over 10 million in sales with a 50% year-on-year growth [1][3][8] Group 1: Product Development and Marketing Strategy - The creative process for the gift box took only one month, involving multiple visits to the Temple of Heaven to ensure authenticity in design and storytelling [3][4] - The gift box features a "gold sticker" that symbolizes the blend of historical and modern elements, showcasing the Temple of Heaven alongside contemporary symbols of national strength [1][4] - The product includes a variety of traditional and innovative pastries, catering to different consumer preferences, including options for health-conscious individuals [4][5] Group 2: Sales Performance and Consumer Engagement - The collaboration has led to a doubling of online sales compared to the previous year, demonstrating the effectiveness of integrating cultural elements with modern marketing strategies [8][10] - The gift box was exclusively sold on Douyin, utilizing social media influencers to drive engagement and create a viral marketing effect [7][10] - The target demographic has shifted, with a notable increase in the 20-30 age group purchasing the gift box, indicating a successful appeal to younger consumers [12] Group 3: Brand Positioning and Cultural Significance - Beijing Daoxiangcun aims to modernize its brand while preserving traditional values, addressing the challenge of an aging customer base by engaging younger audiences through innovative marketing [10][12] - The brand's strategy includes live streaming and cultural storytelling to enhance consumer understanding of the products, thereby enriching the shopping experience [12][13] - The collaboration exemplifies a successful fusion of traditional culture with contemporary marketing practices, positioning the brand favorably in the competitive landscape [10][12]