从“触网”到“融网” 老字号仍需下功夫

Core Insights - The core viewpoint of the article emphasizes the digital transformation and online expansion of traditional Chinese brands, particularly in Beijing, as they adapt to changing consumer markets and urban functions [1][3]. Digital Transformation and E-commerce - 90% of traditional brands in Beijing have entered the e-commerce space, with significant achievements in digitalization and innovative marketing, although some face challenges in operational capabilities [1][3]. - By the end of 2024, 274 traditional brands in Beijing are expected to utilize various digital channels, achieving an online reach rate exceeding 90% [3]. - These brands have opened a total of 306 stores across major e-commerce platforms, with Douyin (127 stores), Taobao/Tmall (93 stores), and JD.com (86 stores) being the most prominent [3]. - Over 50% of traditional brands are engaging in live streaming sales, particularly in sectors like food and crafts, with Douyin being the primary platform for these activities [3]. Operational Challenges - Many traditional brands still struggle with operational difficulties, particularly in non-food sectors, where product conversion and operational capabilities are weak [7]. - Issues such as reliance on offline traffic for brand mini-programs and isolated membership data hinder effective customer acquisition and personalized marketing [7]. - The fragmentation of data across various platforms prevents the creation of unified user profiles, complicating targeted marketing efforts [7]. Talent Shortage - The talent composition in traditional brands shows a significant mismatch for digital transformation, with only 1% being digital technology professionals, while over 87% are skilled artisans [8][9]. - There is a pressing need for hybrid talent who understand both brand heritage and digital marketing strategies to effectively engage with younger consumers [9]. Intellectual Property Protection - Traditional brands face challenges related to intellectual property, including complex historical rights and weak trademark protection awareness [10][11]. - The report highlights the need for proactive measures in intellectual property defense, especially against trademark infringement and counterfeiting [10][12]. - The Beijing Traditional Brand Association aims to enhance the capacity of these brands to protect their intellectual property through collaborative efforts with various regulatory bodies [12].