全聚德年货节新品打造新春仪式感 “餐饮+食品”拓展多元消费场景

Core Viewpoint - The article highlights the proactive measures taken by the Chinese government and traditional brands like Quanjude to enhance service consumption and expand domestic demand, particularly in the context of the upcoming Lunar New Year celebrations. Group 1: Government Initiatives and Market Trends - Since 2025, multiple government departments have introduced a series of measures to boost service consumption and expand domestic demand, focusing on high-quality service [1] - Traditional brands, exemplified by Quanjude, are integrating into the new consumption landscape by innovating in products, scenarios, and experiences, thus becoming a vital force in stimulating market vitality [1] Group 2: Quanjude's Product Offerings - Quanjude Group has launched over 30 products for the Lunar New Year market, with 50% being new items, including family banquet gift boxes, liquor gift boxes, and ready-to-eat food [2] - The signature product, Quanjude's handmade roast duck gift box 4.0, is crafted using a national-level intangible cultural heritage technique, featuring 31 preparation steps and offering a premium dining experience at home [2] Group 3: Innovations in Food Products - Fengze Garden has introduced three new cooked food gift boxes, featuring popular items like crispy chicken and various pork products, catering to diverse consumer preferences for both personal use and gifting [3] - Special snacks like "Fortune Cookies" and creatively designed gift boxes are aimed at younger consumers, combining fun and emotional connections with food [3] Group 4: Marketing Strategies and Consumer Engagement - Quanjude's micro-mall "Quanjide Goods" has launched a Spring Festival event featuring various gift boxes and promotional offers to facilitate one-stop shopping for traditional New Year goods [4] - The company is focusing on brand rejuvenation by integrating traditional culinary skills with innovative expressions, exploring new scenarios, products, channels, and content to attract younger consumers [5] Group 5: Strategic Direction and Future Outlook - Quanjude is adopting a "restaurant + food" dual-driven strategy to expand consumption scenarios, emphasizing the transformation of dining experiences into packaged food products [6] - The company aims to break the limitations of physical dining spaces by leveraging its production qualifications to ensure food quality and extend its brand value into retail [6]