Core Viewpoint - The newly released "Beijing Old Brand Recognition Management Measures" aims to enhance the recognition of old brands by focusing on their cultural and economic value, rather than just their historical longevity [1][2]. Group 1: Recognition Criteria - The new regulations require that brands must have been established for at least 50 years and possess distinct Chinese cultural characteristics and regional features [1]. - The emphasis has shifted from merely being "old" to also being "good," highlighting the importance of quality and value in addition to historical significance [1]. Group 2: Impact on Consumption and Employment - Old brands play a significant role in promoting consumption, stabilizing employment, and preserving culture, with Beijing having 274 recognized old brands across various sectors as of last November [1]. - During the recent "May Day" holiday, many old brand stores experienced a surge in customer traffic, demonstrating their strong consumer appeal and cultural influence [1]. Group 3: Challenges and Opportunities - Despite their historical significance, some old brands face challenges such as outdated concepts and conservative products, leading to marginalization in the market [1]. - There is a need for these brands to resonate with younger consumers, as relying solely on nostalgia is insufficient for sustainable growth [1]. Group 4: Dynamic Management Mechanism - To activate old brand resources, a dynamic management mechanism should be established, transitioning from "recognition of qualifications" to "stimulating vitality" [2]. - The proposal includes the creation of an "Old Brand Vitality Index" to regularly assess brand performance, social reputation, and innovation capabilities, thereby enhancing social recognition [2]. Group 5: Cultural Significance - Revitalizing old brands is not only about expanding consumption and stimulating domestic demand but also about awakening urban cultural genes and fostering cultural confidence [2]. - Optimizing the system to invigorate brand vitality will help transform "visible history" into a "sustainable future," allowing more old brands to become "new classics" of the era [2].