老字号创新的底层逻辑：摒弃不合时宜的“老观念”

Core Insights - The article discusses how traditional brands, particularly time-honored ones, can adapt to changing consumer environments and maintain relevance among new generations [1] - It highlights the case of Suzhou Daoxiangcun, a brand founded in 1773, which has thrived by embracing change while upholding its core values [3] Group 1: Brand Transformation - Suzhou Daoxiangcun emphasizes the need to break free from outdated perceptions and operational models to meet modern consumer expectations [4] - The brand's chairman, Zhou Guangjun, notes that the challenges of transformation often stem from entrenched "old ideas" within the organization [6] - Continuous product innovation is crucial, as demonstrated by the launch of low-sugar products and creative collaborations with contemporary culture [8] Group 2: Craftsmanship and Business Integration - The preservation of traditional craftsmanship is vital for the brand's identity and must be revitalized within the modern commercial framework [9] - Zhou Guangjun asserts that the pursuit of craftsmanship and business growth can coexist, emphasizing a value system that transcends mere profit [11] - Suzhou Daoxiangcun has systematically protected its traditional techniques, including the successful designation of Suzhou-style mooncake making as a provincial intangible cultural heritage [12] Group 3: International Expansion - The brand has expanded its reach to over 60 countries, registering more than 100 trademarks and establishing a global sales network since initiating its "going global" strategy in 2013 [13] - Initially catering to overseas Chinese consumers, the brand now attracts a diverse international audience, serving as a cultural bridge [13][15] - Zhou Guangjun highlights the importance of maintaining the essence of Chinese flavors while adapting products to local tastes, ensuring cultural resonance [15] Group 4: Future Vision - The brand aims to become an integral part of people's happy lives, aspiring to be recognized as a cultural, healthy, and technological brand [17] - The development journey of Suzhou Daoxiangcun illustrates that the key to longevity for time-honored brands lies in aligning with contemporary consumer needs while preserving quality [19]