粤味直播间，挤满了全国观众

Core Viewpoint - Guangzhou Restaurant is successfully transforming its traditional brand into a modern e-commerce powerhouse through innovative strategies, particularly in live streaming on platforms like Douyin, which has significantly expanded its customer base and sales channels [3][13][21]. Group 1: Company Background and Evolution - Founded in 1935, Guangzhou Restaurant is a well-known "Chinese Time-honored Brand" that embodies the heritage of Cantonese cuisine while embracing new consumer trends [3]. - The company established its e-commerce division in 2012, becoming one of the first national brands to engage with online platforms, showcasing its adaptability and forward-thinking approach [3][6]. - Over the years, the e-commerce team has grown from three initial members to over a hundred, reflecting the company's commitment to expanding its online presence [11]. Group 2: E-commerce Strategy and Implementation - The e-commerce team initially operated in a cramped underground office, which fostered a strong team spirit and dedication among employees, leading to a successful transition from offline to online sales [6][9]. - Since 2021, the company has focused on Douyin live streaming, with multiple stores achieving over 2 million orders, highlighting the platform's effectiveness in driving sales [13][21]. - The team has developed a matrix of live streaming accounts tailored to different product categories, enhancing their reach and engagement with diverse consumer segments [18][19]. Group 3: Target Audience and Market Expansion - The primary consumer demographic has shifted from older generations to younger audiences aged 25 to 35, who prefer convenient and innovative food products [21][22]. - Sales outside Guangdong province have increased significantly, with over 80% of certain products sold in markets beyond the traditional customer base, indicating successful national penetration [23][25]. - The live streaming approach has allowed the brand to attract new customers who may not have been familiar with Guangzhou Restaurant, effectively creating a "find the product" rather than "find the customer" model [25][26]. Group 4: Future Directions and Sustainability - The company is committed to maintaining a long-term vision in the evolving landscape of live commerce, focusing on brand integrity and consumer engagement [27][29]. - By integrating traditional culinary techniques with modern marketing strategies, Guangzhou Restaurant aims to continue expanding its influence and reach in the food industry [29].