Zhong Guo Jing Ji Wang·2025-12-23 00:24Core Insights - The article discusses the innovative practices of traditional Chinese restaurant brands at the China International Service Trade Fair, highlighting their strategies to attract different generations of consumers through diversification and cultural integration [1] Group 1: X-axis Expansion - Traditional brands are breaking traditional business boundaries through scene reconstruction, business integration, and cross-industry collaboration, achieving diversified development [2] - Huaten Group's "IP + immersive experience" strategy exemplifies this expansion, creating a "Journey to the West" themed market that transforms traditional dining into an interactive cultural experience [2] - Quanjude's integration of dining, culture, and scene through 3D immersive restaurants and themed spaces reflects a broad approach to X-axis development, turning dining venues into cultural experience spaces [3] Group 2: Z-axis Deepening - Traditional brands focus on understanding the unique psychological and behavioral traits of Generation Z, establishing deep brand connections through emotional engagement and social empowerment [4] - Quanjude's "emotional value" product philosophy meets the needs of Generation Z for stress relief and social sharing, as evidenced by the popularity of their "Good Duck" cultural series [5] - Zhang Yiyuan's new tea brand emphasizes health and quality, aligning with Generation Z's preferences for healthy consumption, offering personalized options like "DIY sweetness" and "0-calorie sugar" [5] Group 3: Y-axis Embrace - Traditional brands adopt an open approach to embrace youth trends through product innovation, communication reform, and experience upgrades, revitalizing brand vitality [6] - Quanjude's integration of national aesthetics and digital exploration showcases the potential for traditional brands to merge with youth culture, including the launch of trendy gift boxes [6] - Zhang Yiyuan's internationalized young expression targets global youth, introducing innovative tea drinks and bilingual menus to cater to diverse consumer preferences [7] - Huaten's systematic young transformation aims to elevate the brand's strategic capabilities, creating a comprehensive innovation system that continuously attracts consumers [7]