面对消费环境的快速变迁，老字号品牌如何持续赢得新一代消费者并保持时代活力，已成为值得思考的课题。那些真正实现基业长青的品牌，无不善于在每 一个时代浪潮中主动重塑自身，在守正与创新之间寻得持久平衡。 始创于 1773 年的苏州稻香村，历经两个半世纪风雨依然焕发蓬勃生机，其长盛不衰的秘诀，正是"放下老字号包袱、坚守核心价值、拥抱时代变化"。近 日，新华社"瞭望智库"《对话新时代企业家》节目组走进苏州稻香村集团，与董事长周广军深度对话，探寻这家中华老字号"以初心守匠心，以创新谋未 来"的发展路径，为传统品牌的当代转型与焕新提供了可借鉴的实践范本。 突破"老"观念，以产品重塑时代形象 如今，消费者对老字号品牌的期待不单单停留在历史情怀，更要求具备与时俱进的活力与价值。然而，实现这一点的根本，在于品牌首先要完成思想的转 变，打破对老字号光环的路径依赖，主动摒弃不合时宜的传统观念与经营模式。 正如苏州稻香村集团董事长周广军所指出的，老字号转型的挑战往往来自内部固有的"老观念"。他认为，苏州稻香村两个半世纪屹立不倒，不仅依靠一脉相 承的技艺，更凭借始终勇于摒弃陈旧、在每个时代都能主动站上潮头的勇气。 这种自我革新的思维，直 ...

"嗒"，木槌落下，酥皮制的"石块"裂开，一枚纹路精致的"青铜鼎"糕点出现其中。不再是印象中的 玻璃柜与油纸包，在北京稻香村的隆福寺"零号·寻宝馆"，故事有了新讲法。 不远处，北京牛奶公司阀门大开，浓郁鲜奶倾注而下——复刻的是上世纪80年代排队打鲜奶的场 景。这瓶打着"怀旧"旗号的牛奶，又让多少食客为此驻足？ 当北京暮色渐沉，长沙的夜生活才刚刚开始，坡子街的火宫殿变身为一座沸腾的"湘味江湖"。古戏 台上，花鼓戏《刘海砍樵》《补锅》轮番上演，非遗演艺与市井烟火相融。 老字号的路径逐渐清晰：打造新剧本新场景，同时致力于唤醒味蕾记忆。市场正在给出答案，我们 不妨提出三个问题，请老字号作答。 为何引人 "打造一个充满乐趣的空间，让文化自然流淌进体验里。"北京稻香村营销创新部副部长曹思源说。 北京稻香村"零号·寻宝馆"，仿佛一座微型饮食文化博物馆。店内"食"字灯盏暗藏玄机，明厨亮灶 展示糕点制作全过程，空间里布满可触可感的饮食文化装置，创新性地将传统食器食礼以现代互动形式 呈现，进店后的每一步都充满乐趣。 不再等待被看见，而是主动发出邀约——老字号态度鲜明。 探访寻宝馆的时间里，店内始终人流不息。专程前来打卡的年轻人杨秣 ...

Core Insights - The eighth China International Import Expo was held in Shanghai from November 5 to 10, showcasing 43 traditional and foreign trade enterprises from Shandong Province, with nearly 90,000 visitors and a record number of intended orders [1] Group 1: Exhibition Highlights - The Shandong Pavilion featured innovative displays, combining foreign trade products with traditional brands, organized into six thematic exhibition areas that highlight the complete industrial ecosystem from traditional craftsmanship to modern manufacturing [1] - Notable representatives from the "Qilu Famous Snacks" category included brands like Chaoyixing and Yefengsu, which leveraged the expo platform to expand their collaborative networks [1] - The health sector was represented by companies such as Hongjitang and Huangyuanyu, showcasing cutting-edge achievements and innovations [1] Group 2: Product Launches and Innovations - During the expo, the Shandong Pavilion hosted nearly 10 new product launches, including "Qilu Six Rhythms" jewelry and "Jinshanghua" five-color tea, integrating traditional craftsmanship with contemporary design [2] - Dezhou Braised Chicken introduced a series based on ecological free-range practices, emphasizing health-conscious eating culture [2] - Luweizhai launched a gift box of Shandong-style marinated dishes, leveraging its 128-year-old traditional recipe [2] Group 3: International Collaborations - The Shandong Pavilion achieved significant outcomes, including a signing ceremony for the "Shandong Old Brand Global Tour" in New Zealand, resulting in multi-million dollar orders for Dezhou Braised Chicken and Luweizhai [3] - Dezhou Braised Chicken's classic series attracted interest from Russian buyers, while its younger series "Luxiaoji" gained recognition in Malaysia, with ongoing negotiations for expansion into Southeast Asia and Africa [3] - The Shandong Pavilion's approach of combining technology and culture marked a transition from merely selling products to showcasing an ecosystem, reflecting the innovative spirit of Shandong's old brands [3]

转自：国际商报 □ 本报记者 李顾珵 12月16日，中国国际服务贸易交易会"服贸大咖谈"之区域篇——走进西城宣传活动举办。活动上，全聚 德、华天、张一元分享了老字号餐饮企业在服贸会上的创新实践。历经百年风雨的中华老字号，正以充 满活力的创新姿态，吸引着不同代际消费者的目光。服贸会已悄然成为观测老字号品牌进化路径的"创 新坐标系"。 在这个三维坐标系中，X轴代表着多元化发展，体现为业务边界拓展、业态融合与跨界创新；Z轴瞄准 着Z世代人群，聚焦于满足这个数字化原住民群体独特的社交、情感与价值诉求；Y轴则广泛拥抱所有 年轻消费者（Young），涵盖更广泛的年龄区间，注重活力、时尚与生活方式的契合。向X、向Z、更向 Y，三个维度共同勾勒出老字号在新时代破局生长的战略空间。 X轴拓展： 多元化发展的边界突破 在创新坐标系的X轴方向上，老字号企业正打破传统业务边界，通过场景重构、业态融合与跨界联动， 实现发展模式的多元化跃升。 华天集团的"IP+沉浸式体验"生态构建，是沿X轴拓展的典型代表。北京华天饮食控股集团有限公司总 经理助理刘飒分享了其打造"物华天宝·西游盛宴"动漫市集的深层逻辑："我们想要的不是流于表面的符 号结 ...

饮、烘焙品牌推出定制化产品打破场景边界，构建立体覆盖。同时，依托"花色奶"尖刀产品，实施差异 化战略，成功塑造"花色奶即海河"的强势品类认知，实现从区域品牌向"中国风味奶品类领先品牌"的跃 迁，让老字号奶香飘遍全国。 ■ 党建引领，人才为基，凝聚组织合力。党建引领是组织建设核心，海河乳品公司以"血脉"党建工程为 核心，组建党员突击队，深入市场一线，开展社区推广、活动助销等，将党的政治优势和组织优势转化 为企业拓市场、创效益的发展优势。"消费者为先，奋斗者为本"的经营理念，为组织建设锚定方向。通 过构建完善人才发展体系，以"4+X"素质能力模型为核心标尺，通过人才盘点精准识别高潜人才，制定 培养计划。依托青年马克思主义者培养工程，让年轻干部于关键岗位"墩苗"历练，搭配轮岗交流机制加 速成长。同时建立"奋斗者激励模型"，以差异化薪酬与晋升机制激发活力，让实干者得实惠，筑牢企业 高质量发展人才根基。 ■ 文化为魂，科技为翼，筑牢产品根基。老字号长盛不衰之道，在于守正与创新。海河乳品公司深植天 津本土，将津派文化与现代消费需求深度融合，推出"煎饼果子味牛奶""天津卫麻酱酸奶"等爆款单品， 打造十余款覆盖文化IP（知识 ...

Core Insights - Zhejiang's food exports have more than doubled year-on-year in the first 11 months of this year, surpassing the total for the previous year [1][11] - Traditional and innovative food products from Zhejiang are gaining popularity in international markets, enriching global consumer choices [1][11] Group 1: Export Growth - Zhejiang's food export value reached 324.5 billion yuan, a year-on-year increase of 21.3%, exceeding last year's total [5][16] - The province's market procurement exports of packaged food have surpassed 200 million yuan for the first time, setting a historical record [11][22] Group 2: Product Innovation and Market Expansion - Over 40 traditional brands from Zhejiang have achieved their first exports or entered new foreign markets this year, including Hangzhou's sauce duck and Shaoxing's dumplings [5][16] - Zhejiang Huafa Tea Co. has focused on innovation while maintaining traditional craftsmanship, resulting in a 50% year-on-year increase in export value, exceeding 70 million USD [3][14] Group 3: New Market Trends - The export of Zhejiang's leisure snacks, such as packaged nuts, has shown strong growth, with a shift from targeting overseas Chinese to a broader international consumer base [9][20] - Local customs have introduced new models for exporting packaged food, facilitating easier procurement and export for companies [9][20]

周延龙表示，目前，"好的鸭"已经在全聚德北京26家门店（含四川饭店）上架。"老字号不能只停留在 记忆里，更要走进年轻人的日常生活。我们还在全聚德和平门总店7层打造了博物馆，消费者可在吃完 烤鸭后参观博物馆，再把凝聚百年历史的文创产品带回家，全方位感受全聚德烤鸭的匠心传承与创新表 达。" "我们的战略是让这种体验系统化、长效化。"刘飒介绍，服贸会的市集是一个引爆点，目前，西游主题 套餐、盲盒赠品、卡牌游戏等已经融入多家老字号门店的日常经营。 中国经济网北京12月17日讯（记者朱晓倩）中国国际服务贸易交易会"服贸大咖谈"之区域篇——走进西 城宣传活动于昨日在北京西城车车科技集团举行。围绕企业创新发展故事、参与服贸会收获等内容，中 国全聚德（002186）（集团）股份有限公司党委书记、董事、总经理周延龙，北京张一元茶叶有限责任 公司总经理刘家博，北京华天饮食控股集团有限公司总经理助理刘飒分别进行了分享。 "张一元聚焦打造国家级茉莉花茶领导品牌，2025年成立子品牌'元来是茶'进军新茶饮赛道，坚持选用 张一元茶叶和优质鲜牛奶，给年轻人带来高品质的茶饮享受。"刘家博表示。 全聚德"好的鸭"文创产品在今年的服贸会现场受到 ...

Core Insights - The article highlights the ongoing innovation and consumer integration efforts of traditional brands in Beijing, particularly focusing on the activities of Sanyuan Foods and other local enterprises [1][6]. Group 1: Sanyuan Foods - Sanyuan Foods has launched over 30 new products this year, demonstrating its commitment to innovation in the market [1]. - The "Sanyuan Beijing Fresh Milk" product exemplifies the company's strategy to focus on the low-temperature fresh milk segment, aiming to strengthen brand recognition in a competitive market [3]. - Sanyuan Foods has a daily processing capacity of 1,200 tons of fresh milk and is expanding its store presence while also reopening the "Beijing Milk Company" and launching tea beverage stores to attract younger consumers [3]. Group 2: Other Traditional Brands - Hongxing Collective Farm, with over 70 years of history, integrates agriculture, red culture, and green ecology, offering diverse experiences such as fruit picking and camping [5]. - Nanyushao, a representative of Beijing's sauce liquor culture, preserves traditional brewing techniques and has introduced smaller bottle sizes and flavored sets to appeal to younger consumers [5]. - Beijing Rural Commercial Bank has been innovating its service mechanisms to support local agricultural industries, launching the "You Nong Quick Loan" series to address financing challenges for various regional agricultural products [5]. Group 3: Government and Market Trends - The Beijing Municipal Bureau of Commerce is encouraging traditional brands to create new consumer experiences, including the establishment of museums and innovation stores for old brands [6]. - The rise of national trends is driven by cultural confidence and consumer demand for high-quality, culturally rich products, presenting unprecedented opportunities for traditional brands [6].

Group 1 - The Mid-Autumn Festival and National Day holiday have sparked a new wave of cultural and tourism consumption in Xi'an, with a focus on Shaanxi cuisine and cultural activities [2] - Traditional brands like Xian Restaurant, Defachang, and others are creating unique cultural experiences centered around "culture + interaction + food" [2][4] - The "Poetry Feast Chang'an" event at Defachang's Bell Tower store has attracted many diners, blending poetry culture with dining experiences [2] Group 2 - The "Me and Tang Dynasty Idol" activity allows visitors to engage creatively with Tang poetry, reflecting contemporary societal issues through humor [3] - Non-heritage master craft activities are drawing attention, with limited offerings of handmade delicacies by representative inheritors [3] - The integration of traditional cultural elements into modern experiences is enhancing consumer engagement in Xi'an [4] Group 3 - The initiative aims to balance preserving classic traditions while appealing to modern trends, showcasing the cultural vitality of Xi'an [4] - The culinary heritage of Shaanxi is being revitalized through innovation and the dedication of local restaurateurs [4]

Core Insights - A number of time-honored brands are revitalizing their operations, with 京华茶业 launching a new tea beverage brand "京华飘雪" in the Forbidden City, offering a range of tea products and ice cream [1][3] - 京华茶业, a subsidiary of 北京首农食品集团, has a history dating back to 1950 and operates a full industry chain from tea cultivation to sales, with partnerships across 18 provinces in China [3] - 六必居 is innovating by collaborating with 三元食品 to create new products and expanding its digital sales channels, achieving a threefold increase in e-commerce sales since 2020 [4][5] - 王致和 has introduced a low-salt fermented bean curd product, reducing salt content by over 40%, while also exploring new markets through smart manufacturing [4] - 白玉 is expanding its product lines and sales channels, achieving significant sales growth in premium supermarkets and online platforms, with a 150% increase in online sales in 2022 [5] Company Strategies - 京华茶业 is focusing on optimizing offline outlets and building a comprehensive marketing network across various regions in China [1] - 六必居 is enhancing its digital presence and has established a sales network covering major online platforms, while also opening innovative physical stores [4] - 王致和 is pursuing innovation through product development and technological upgrades to address industry challenges [4] - 白玉 is diversifying its product offerings to meet modern consumer demands and expanding its distribution channels to include premium supermarkets and online platforms [5] Cultural and Market Trends - The cultural heritage of these time-honored brands serves as a foundation for their innovation, with products being reinterpreted for modern consumers [6] - The transformation of traditional products into contemporary offerings is a key strategy for engaging younger consumers [6] - The ongoing journey of innovation for these brands is aimed at transitioning from "old classics" to "new classics" [6]