传统行业的可参考转型：华美食品如何把文化变成第二增长曲线

Core Insights - The article discusses the growing importance of intangible cultural heritage (ICH) in the cultural market, highlighting its potential as a resource for economic vitality while also addressing the challenges faced by traditional brands, particularly "old brands" that struggle with profitability and relevance in a modern context [1][3] Group 1: Cultural Heritage and Economic Impact - ICH is increasingly recognized as a vital part of national culture, moving beyond static museum exhibits to become a dynamic economic resource [1] - Many traditional brands, despite their historical significance, face operational challenges and are at risk of being removed from "old brand" lists due to poor management [1] - The balance between cultural heritage preservation and economic viability is a pressing issue for many traditional brands [1] Group 2: Brand Strategy and Market Positioning - Huamei Foods has been awarded for its innovative approach, focusing on a "cultural + industry" integration model that emphasizes both heritage and innovation [1][3] - The company aims to build a brand foundation based on "certainty," focusing on quality and emotional connections with consumers rather than engaging in price wars [3][5] - The brand's strategy includes creating a reliable and trustworthy image through transparent operations and quality assurance [5][6] Group 3: Cultural Experience and Consumer Engagement - Huamei Foods has redefined itself as a "guardian of Mid-Autumn culture," creating a "cultural-experience-consumption" business loop that enhances consumer engagement [7][10] - The company has launched initiatives like the "Mooncake Dream Factory," which combines cultural education and product experience, significantly increasing customer engagement [8][10] - The success of these initiatives has sparked interest among competitors, leading to a trend of establishing cultural centers in the industry [10][13] Group 4: Innovation and Future Growth - Huamei Foods' innovative approach includes developing over 50 cultural-themed gift boxes that modernize traditional craftsmanship, resulting in increased sales during peak seasons [10][14] - The company collaborates with national intangible cultural heritage projects to create a cultural ecosystem, enhancing brand visibility and social responsibility [13][14] - The integration of cultural elements into all aspects of the business is seen as a key driver for future growth, emphasizing the need for a systematic approach to cultural heritage in product development and marketing [14]