【独家专访】百年烘焙品牌嘉顿的转型：在传承与创新中重构品牌生命力

Core Viewpoint - The article discusses the transformation of Garden, a century-old baking brand in China, from a traditional food manufacturer to a modern consumer brand, emphasizing the importance of innovation while maintaining quality and emotional connections with consumers [4][5][22]. Group 1: Brand History and Evolution - Garden was founded in 1926 in Hong Kong and has become a significant part of the daily lives of millions of consumers in China, representing a nostalgic childhood flavor for many [4][9]. - The brand's key product, "Life Bread," was launched in 1960 to address nutritional deficiencies in Hong Kong, becoming a legendary product that has sold for over 60 years [12][14]. - Garden has evolved from a traditional food manufacturer to a modern consumer brand, focusing on quality and emotional connections with consumers while adapting to market changes [4][22]. Group 2: Market Strategy and Consumer Engagement - Garden's strategy involves maintaining its core values of quality and trust while embracing change, optimizing supply chains, and enhancing R&D efficiency to accelerate product innovation [22][24]. - The brand is focusing on younger consumers by launching products that cater to their lifestyles, such as "Healthy Multi-Bread" and "Lucky Cookies," which emphasize lightness and interactivity [28][31]. - Garden is rebranding itself to appeal to younger audiences, shifting from a nostalgic narrative to a contemporary resonance, utilizing social media for engagement and user-generated content [36][39]. Group 3: Trends and Future Directions - The company identifies five key trends shaping the industry: health consciousness, functional foods, convenience, community-driven consumption, and digitalization [52][53]. - Garden is investing in health-oriented product development, creating low-sugar and high-fiber options to meet the evolving nutritional preferences of consumers [49][47]. - The brand is enhancing its digital capabilities to better understand consumer needs and streamline operations, ensuring agility in responding to market demands [64][65]. Group 4: Localized Production and Sustainability - Garden is establishing a localized production and distribution network across China to improve efficiency and responsiveness to regional market needs [66][68]. - This strategy not only meets the demand for product diversity but also strengthens the brand's connection to various consumer cultures across the country [68].