老字号“出圈” 激活传统产业新动能

Core Viewpoint - The company, Haihe Dairy, has successfully navigated industry adjustments and achieved significant growth by leveraging its core competencies in product, brand, channel, and organization, resulting in a nearly 140% revenue increase from 2019 to 2024, with an average annual growth rate exceeding 10% [3][4]. Group 1: Product Innovation and Cultural Integration - The company integrates local Tianjin culture with modern consumer demands, launching popular products like "Pancake Fruit Flavor Milk" and "Tianjin Sesame Sauce Yogurt" [4]. - A rapid iteration mechanism is established to introduce a new product weekly, focusing on health trends such as reduced sugar, low fat, and high protein [4]. - Collaborations with universities for research and development enhance product quality and innovation, including a series of health-oriented dairy products [4]. Group 2: Brand Positioning and Consumer Engagement - The brand has shifted its positioning from "basic nutritional drinks" to "delicious and fun milk," targeting younger consumers [5]. - Engaging marketing strategies include social media interactions, immersive consumer experiences, and partnerships with local events to enhance brand visibility [5]. - The brand value is reported at 15.375 billion yuan, reflecting the success of its revitalization efforts [5]. Group 3: Market Expansion and Channel Development - Haihe Dairy has established a comprehensive sales network in Tianjin and expanded its reach nationwide through various channels, including e-commerce platforms [6][7]. - The company utilizes a private traffic strategy via its app to build a core user base and collaborates with major live-streaming platforms to boost sales [6]. - A differentiated strategy is implemented to position "flavored milk" as a leading category, transitioning from a regional brand to a national player [7]. Group 4: Organizational Development and Talent Management - The company emphasizes party leadership and organizational cohesion, utilizing a "bloodline" party-building project to enhance market outreach [7]. - A talent development system is in place to identify and cultivate high-potential employees, ensuring a strong foundation for future growth [7]. - The company promotes a culture of meritocracy through differentiated compensation and promotion mechanisms, fostering a motivated workforce [7].