“老字号”焕发新活力——“向‘新’而行的中国”系列评

Core Viewpoint - The revitalization of traditional brands, known as "lao zihao," is driven by innovation in products, integration of business models, and cultural empowerment, which collectively stimulate service consumption growth. Group 1: Product Innovation - Traditional brands must protect their core craftsmanship while aligning with modern consumer demands to create a product system that combines "classic + healthy" and "traditional + fashionable" [2] - By integrating traditional techniques with modern nutrition science, brands can develop healthier products such as low-sugar, low-fat, and high-protein options, catering to contemporary quality of life pursuits [2] - To meet the convenience needs of younger consumers, brands should optimize product forms and packaging, offering small, portable ready-to-eat products for fast-paced lifestyles [2] Group 2: Business Model Integration - Traditional brands need to move beyond single retail models by transforming historical buildings and workshops into "cultural experience venues" [3] - Implementing a "front store, back workshop" model allows for interactive displays of traditional craftsmanship, providing consumers with immersive experiences [3] - Developing "lao zihao themed routes" and "intangible cultural heritage study experiences" can connect dining, crafting, and performance, extending the consumption chain [3] Group 3: Cultural Empowerment - Traditional brands should explore the cultural significance embedded in their heritage, creating a communication system that visualizes craftsmanship, contextualizes stories, and brands as IP [4] - By showcasing intangible cultural heritage through performances and documentaries, traditional craftsmanship can be elevated to recognizable cultural symbols [4] - Strengthening brand IP with a youthful expression and utilizing cross-industry collaborations can enhance engagement with younger consumers [4]