Core Insights - Traditional brands like Dahuamen and Yueshengzhai are actively innovating to attract younger consumers by exploring new consumption scenarios such as leisure, health, and barbecue [1][4][11] - The introduction of ready-to-eat and pre-packaged products is a key strategy for these brands to meet the convenience demands of modern consumers [4][9][12] Group 1: Company Innovations - Dahuamen has a market share exceeding 40% in Beijing and is expanding its product line to include nearly 100 types of ready-to-eat dishes, such as pig stomach chicken and braised pork [4][9] - The company is leveraging its traditional expertise to create healthier options, including low-calorie and high-protein foods, which have received positive feedback from consumers [9][12] - Yueshengzhai is adapting traditional dishes for modern consumption, offering portable snacks like fried lamb and beef in convenient packaging for on-the-go eating [11][12] Group 2: Market Trends - The ready-to-eat food market is experiencing rapid growth, driven by consumer preferences for convenience and health [9][12] - The barbecue ingredient market is also seeing explosive growth, prompting the launch of over 40 new products this year by Dahuamen [7] - The trend towards healthier eating is reflected in the introduction of vacuum-sealed, slow-cooked meats that retain 95% of protein, appealing to fitness enthusiasts [12]

从用户需求洞悉，到用户价值传递，再到用户黏性打造，营销作为促成最终消费的关键环节之一，营销 创新对消费力的驱动尤为关键。北京商报记者日前专访北京大学国家发展研究院营销管理学教授、发树 讲席教授、BiMBA商学院前任院长张黎，结合业界经典案例、行业共性趋势，以"对创新所做的营 销"和"营销上的创新"为切入点展开探讨。 更应该学习创新，不只追求短期热点 北京商报：在您近期接触过的企业案例中，有哪些让您印象深刻的"营销创新"或对"创新"的营销？ 张黎：这样的案例有许多，比如现在关注度很高的泡泡玛特旗下潮玩LABUBU，它的IP消费市场确实很 火。但这一案例不太可能复制，它的火爆有赖于天时地利人和，并且短时间内很难判断它是否真的能称 之为"成功"，这还需要时间的检验。但是企业不应该对营销创新的理解局限在这个模式上，更不能过于 聚焦在跟风模仿上，去刻意追求第二个LABUBU。 其实，从营销角度看创新无处不在。例如，产品质量的提升、服务的改善、客户管理的优化等。比如很 多餐饮业、服务业的创新都藏在细节里，企业更应该学习这些创新，而不是只追求短期热点。 北京商报：据您观察，在企业为拉动消费所做的创新中，有哪些共性趋势？是否 ...

在这场传统与现代的对话中，总有一些品牌以先行者的姿态，为行业点亮创新的灯塔。作为"津 门粮仓"的利达粮油，从田间地头的智慧耕作，到智能车间的科技赋能；从线下门店的贴心服务，到 云端平台的创意互动，利达粮油用行动诠释着老字号的"破圈"之道。 老字号里藏着几代人的回忆，那些传统手艺和经营心思，是时光慢慢酿出的宝贝。当时代的浪 潮奔涌向前，消费需求日新月异，这些承载着厚重历史的老字号，也站在了焕新求变的十字路口 ——如何让那历经岁月沉淀的"老味道"，在数字时代的璀璨星河中焕发出"新活力"，已然成为众多 传统品牌共同面临且亟待破解的重大课题。 产品迭代：健康主食里的巧思 在当下这个全民追求健康生活的时代，"吃出健康"已成为大众餐桌的核心诉求。粗粮杂粮，这 些曾经被视为"老派"的食材，如今摇身一变，成为众多家庭餐桌上的"新宠"。扎根天津三十余载的 利达粮油，以一系列匠心独运的产品创新，将传统粗粮与现代健康理念深度融合，为消费者带来了 一场别开生面的味觉与健康盛宴。 当下，控糖、低脂、高纤维成饮食新追求，利达粮油精准把握消费者对于粗粮杂粮的青睐，精 心打造了杂粮窝头、青稞馒头、全麦坚果吐司等多款创新主食，并且在传统馒头的 ...

Group 1 - The summer tourism market in Beijing is thriving, with increased foot traffic in "Beijing You Li" stores and long queues at ice cream and cold drink counters of Wu Yutai [1][3] - Traditional brands, known as "Laozihao," are attracting attention from both local and out-of-town consumers, with innovative products being launched to engage customers [3][4] - The Beijing government is promoting cross-industry collaborations as a key point for innovation among new and old brands, aiming to stimulate the market potential of domestic products [4][5] Group 2 - The trend of innovation among Laozihao brands is enhancing their visibility and market competitiveness, providing tourists with unique shopping experiences and promoting cultural tourism [5] - Expanding consumption scenarios and increasing product variety are seen as ways to strengthen brand image and value, which is crucial for the development of Laozihao brands [5] - Laozihao brands are encouraged to respect and inherit traditional craftsmanship while addressing modern consumer needs, ensuring that innovation is both legal and protective of intellectual property [5]

Core Insights - The article highlights the innovative transformation of Quanjude, a 161-year-old brand, focusing on appealing to younger consumers through creative products and immersive dining experiences [1][6][11] Group 1: Brand Heritage and Innovation - Quanjude's Peking Duck cooking technique has been recognized as a national intangible cultural heritage since 2008, emphasizing its traditional culinary craftsmanship [3] - The company is committed to preserving its cultural heritage while actively seeking innovation, aiming to blend traditional Chinese culinary culture with modern consumer demands [6][11] Group 2: Product and Market Strategy - Quanjude has adopted a dual strategy of "catering + food products," with the food segment showing strong growth, contributing over 21% to the company's total revenue, amounting to nearly 300 million yuan in 2024 [6][8] - Seasonal products, such as festive gift boxes and themed food items, have been introduced to enhance sales and connect with traditional cultural practices [8] Group 3: Consumer Engagement and Experience - The company has revamped its stores to create immersive dining experiences, appealing to younger consumers with unique themes and interactive environments [9][11] - Quanjude has launched a series of creative products, including the "Mengbao Duck" IP, to engage with Generation Z and enhance brand visibility [9][11]

Core Viewpoint - The collaboration between traditional tea brand Wu Yutai and Shuanghe Sheng to launch jasmine tea craft beer represents a significant trend of cross-industry innovation, aiming to attract a younger consumer base and expand market reach [1][3]. Group 1: Product Innovation - Wu Yutai has introduced two packaging sizes for the jasmine tea beer: 330ml cans and 650ml bottles, catering to different consumption scenarios [3]. - The product launch is part of Wu Yutai's strategy to modernize and diversify its offerings, moving from traditional tea products to innovative beverages [3][4]. - The jasmine tea beer has received positive reviews on social media, indicating a successful initial reception and increased brand visibility for Wu Yutai [1][3]. Group 2: Market Trends - The trend of cross-industry collaborations among traditional brands is gaining momentum, with various old brands exploring new product categories to engage younger consumers [5][6]. - The Beijing government is actively promoting the revitalization of traditional brands through policies that encourage innovation and collaboration with popular culture [5][8]. - The rise of national trends emphasizes the importance of cultural heritage in branding, suggesting that traditional brands need to leverage their cultural roots to enhance recognition in both domestic and international markets [6][8]. Group 3: Strategic Direction - Wu Yutai plans to continue exploring new products as part of its youth-oriented transformation strategy, aiming to inject new vitality into the brand [3][4]. - The company is focused on maintaining a diverse product structure while emphasizing the quality and cultural significance of its offerings [4][8]. - The integration of traditional craftsmanship with modern technology is seen as essential for the ongoing success and relevance of old brands in the contemporary market [8].

Core Viewpoint - The interaction between Wuliangye and Pop Mart highlights a unique cross-industry collaboration idea, suggesting that Wuliangye could learn from Pop Mart's overseas marketing strategies to attract younger consumers [1][3][4]. Company Analysis - Wuliangye is recognized as a traditional and high-end liquor brand in China, focusing on gifting and collection, while Pop Mart is a trendy brand known for its blind box toys and IP collaborations, appealing primarily to younger audiences [3][4]. - The suggestion from investors to combine Wuliangye's liquor with Pop Mart's playful marketing reflects a desire for innovation within traditional brands, indicating a potential shift in how Wuliangye could approach international markets [4][5]. Industry Insights - The overseas success of Pop Mart, driven by cultural symbols and emotional resonance, contrasts with the challenges Wuliangye may face in promoting its high-alcohol content liquor, which has a more rigid consumption context [4][5]. - The response from Wuliangye's secretary, thanking the investors for their suggestion, leaves room for exploration of innovative marketing strategies that could resonate with younger consumers globally [5].

Core Insights - The article emphasizes the transformation of consumer demand towards diversity and individuality, which is driving changes in the restaurant industry and reshaping competitive logic [1] - It highlights the importance of understanding consumer power as a key to innovation and growth for businesses, particularly in the context of traditional brands adapting to modern consumer needs [1] Group 1: Company Initiatives - The company, Cuihua Lou, has adopted a "people-oriented" approach, focusing on community service by opening small kitchen community service stores and affordable roast duck shops, offering both classic dishes and budget-friendly meal options [3] - In response to the rise of digitalization, Cuihua Lou has embraced an "Internet+" model, utilizing platforms like Meituan, Douyin, and Dazhong Dianping to enhance brand visibility and attract younger consumers [4] - The company has successfully integrated traditional culinary skills with modern marketing strategies, such as live streaming, to engage a broader audience and increase foot traffic to physical locations [4] Group 2: Consumer Demographics - Currently, over 60% of Cuihua Lou's consumers are young people, indicating a successful shift towards appealing to a younger demographic [4] - The company has tailored its product offerings based on market research to meet the taste and nutritional preferences of younger consumers, launching creative dishes to attract more customers [3] Group 3: Challenges and Recommendations - Cuihua Lou faces challenges in the transmission of intangible cultural heritage skills, including rising costs and a shortage of skilled talent, which hinder investment in innovation [5] - Recommendations include increasing support for training and retaining skilled workers in the culinary arts, as well as reducing barriers for traditional brands to enter online platforms [5] Group 4: Future Plans - The company plans to maintain high standards in ingredient selection and processing, ensuring a safe and healthy dining experience for customers [8] - Future initiatives will focus on continuous innovation in flavors and seasonal dishes, alongside enhancing service models and digital applications to meet diverse consumer needs [8]

Core Viewpoint - The article discusses the revitalization and innovation of traditional Chinese brands, known as "laozihao," emphasizing their cultural significance and the need for modernization to attract younger consumers [6][12]. Group 1: Definition and Importance of Laozihao - Laozihao refers to brands that have been established for over 50 years, showcasing distinct Chinese cultural characteristics and strong innovation capabilities [6]. - As of February 2024, there are 1,455 recognized laozihao brands in China, with 382 newly recognized, reflecting a growing emphasis on preserving and promoting these brands [6]. - The average age of laozihao brands is nearly 140 years, covering 32 industries, indicating their deep-rooted presence in Chinese culture [6]. Group 2: Innovation and Modernization - Traditional brands are increasingly adopting innovative approaches, such as the introduction of new products like bronze artifact-themed pastries and herbal tea beverages, to appeal to modern consumers [4][5]. - The concept of "reverse growth" is highlighted, where traditional flavors are presented in contemporary formats, such as coffee served in traditional tea bowls, attracting younger audiences [8][9]. - Brands like Tongrentang are incorporating modern ingredients into traditional recipes, creating new trends like "punk health" [9]. Group 3: Consumer Engagement and Experience - The transformation of laozihao stores into cultural spaces allows for interactive experiences, such as workshops where consumers can learn traditional crafts [9][10]. - User-generated content on social media platforms enhances brand visibility and engagement, with customers sharing innovative ways to enjoy traditional products [10][11]. - The integration of technology, such as AI in traditional medicine, exemplifies how laozihao can modernize while maintaining their cultural essence [13]. Group 4: Challenges and Considerations - There are concerns that merely adopting trendy consumer practices may dilute the deeper cultural values of laozihao brands [12]. - The article stresses that innovation should not equate to superficial changes but should involve a creative transformation of traditional practices [13]. - Maintaining a balance between tradition and modernity is crucial for the sustainable development of laozihao brands, ensuring they resonate with contemporary consumers while preserving their heritage [12][13].