齐鲁晚报·齐鲁壹点记者 李殷婷 2025年11月7日，由商务部主办的中华老字号国际交流活动暨第五届中华老字号创新发展大会平行交流 活动——护航老字号全球新征程在国家会展中心（上海）成功举行。活动旨在聚焦老字号品牌在全球化 进程中的机遇与挑战，汇聚政府、企业、平台与服务机构等多方力量，共同探寻老字号全球化发展的新 路径、新生态。商务部流通业发展司一级巡视员张祥、山东省商务厅副厅长王红，以及海外商协会、国 内外知名企业相关负责同志共百余人参会。 政策引领系统护航老字号"走出去" 张祥在致辞中强调，老字号是中华商业文化的珍贵遗产，推动其"出海"不仅是拓展国际市场的商业举 措，更是传播中华文化、增强国家文化软实力的重要使命。他指出，老字号出海是一项系统工程，需构 建多方协同、全链赋能的"护航"生态，助力老字号从"走出去"到"走进去"，实现品牌在全球市场的可持 续发展。 王红表示，本次活动标志着老字号出海从"资源汇聚"的1.0阶段，迈入"体系护航"的2.0新时代。山东将 持续强化政策引导与服务支撑，提升扶持精准度与服务有效性，致力于打造最优营商环境，成为老字号 出海坚实的"后方基地"与"服务驿站"。 智数赋能 破解出海 ...

Core Viewpoint - Wufangzhai, known as the "first stock of zongzi" in A-shares, plans to list H-shares in Hong Kong to accelerate its international strategy and enhance its overseas business layout [1] Group 1: Company Overview - Founded in 1921, Wufangzhai is one of the first "Chinese Time-honored Brands" and specializes in glutinous rice foods such as zongzi, mooncakes, and tangyuan [1] - The company operates two main business segments: "Food" and "Catering," with a multi-brand strategy that includes Wufangzhai as the main brand and differentiated positioning for high-end and cost-effective brands [3] Group 2: Financial Performance - Wufangzhai's revenue from 2022 to 2024 was 24.62 billion, 26.35 billion, and 22.51 billion yuan, with year-on-year changes of -14.87%, +7.04%, and -14.57% respectively [4] - The net profit attributable to the parent company for the same period was 1.38 billion, 1.66 billion, and 1.42 billion yuan, with year-on-year changes of -29.01%, +19.74%, and -14.24% respectively [4] - In the first half of 2025, the company achieved revenue of 15.92 billion yuan, a slight increase of 0.66%, but the net profit decreased by 16.70% to 1.95 billion yuan [4] Group 3: Internationalization Efforts - Wufangzhai aims to strengthen its overseas presence, having established companies in Singapore, France, and Japan, with plans to open two stores at Singapore's Changi Airport by 2025 [6] - The company reported that its overseas revenue was 1.387 million, 1.429 million, and 1.547 million yuan from 2022 to 2024, accounting for 0.6%, 0.5%, and 0.7% of total revenue respectively [7] - In the first half of 2025, overseas revenue was 627.12 thousand yuan, representing only 0.4% of total revenue, indicating that internationalization is still in its early stages [7]

Core Viewpoint - Wufangzhai, known as the "first stock of zongzi" in A-shares, plans to list in Hong Kong to accelerate its international strategy and enhance its overseas business layout [1] Group 1: Company Overview - Founded in 1921, Wufangzhai is one of the first "Chinese Time-honored Brands" and specializes in glutinous rice foods such as zongzi, mooncakes, and tangyuan [1] - The company operates two main business segments: "Food" and "Catering," with a multi-brand strategy that includes Wufangzhai as the main brand and differentiated positioning for its sub-brands [3] Group 2: Financial Performance - Wufangzhai's revenue from 2022 to 2024 was 24.62 billion yuan, 26.35 billion yuan, and 22.51 billion yuan, with year-on-year changes of -14.87%, +7.04%, and -14.57% respectively [3] - The net profit attributable to the parent company for the same period was 1.38 billion yuan, 1.66 billion yuan, and 1.42 billion yuan, with year-on-year changes of -29.01%, +19.74%, and -14.24% respectively [3] - In the first half of 2025, the company achieved a revenue of 15.92 billion yuan, a slight increase of 0.66%, but the net profit decreased by 16.70% to 1.95 billion yuan [3] Group 3: Product Segmentation - Wufangzhai categorizes its products into "Zongzi Series," "Mooncake Series," "Meal Series," and "Egg Products, Pastries, and Others," with the Zongzi Series being the main revenue contributor [4] - From 2022 to 2024, the Zongzi Series generated revenues of 17.47 billion yuan, 19.40 billion yuan, and 15.79 billion yuan, accounting for 71%, 74%, and 70% of total revenue respectively [4] Group 4: Internationalization Efforts - Wufangzhai aims to strengthen its overseas presence, having established companies in Singapore, France, and Japan, with plans to open two stores at Singapore's Changi Airport by 2025 [6] - The company reported that its overseas market revenue was 1.387 million yuan in 2022, 1.429 million yuan in 2023, and 1.547 million yuan in 2024, representing only 0.6%, 0.5%, and 0.7% of total revenue respectively [7] - In the first half of 2025, overseas revenue dropped to 627.12 thousand yuan, accounting for just 0.4% of total revenue, indicating that internationalization is still in its early stages [5][7]

Core Insights - The 9th China Time-honored Brand (Shandong) Expo successfully concluded, showcasing the innovation and development potential of time-honored brands in the new era [1][21] - The expo highlighted the integration of traditional Chinese medicine, cultural revitalization, and globalization strategies [21] Group 1: Event Overview - The expo featured 627 enterprises from 26 provinces, covering a diverse range of themes including traditional Chinese medicine, Chinese liquor, and cultural creativity [3][1] - The event spanned 35,000 square meters and included interactive experiences and promotional activities, attracting significant public engagement [3][4] Group 2: Globalization and Trade - The "Integration of Domestic and Foreign Trade Action" was launched to create a collaborative ecosystem for domestic brands and foreign trade products [6] - The first China Time-honored Brand Global Partners Conference was held, with representatives from 69 foreign trade organizations participating [8][10] Group 3: Industry Development - The expo facilitated the establishment of a comprehensive service chain for time-honored brands, including payment, logistics, and compliance [10] - A focus on traditional Chinese medicine was evident, with a dedicated exhibition and discussions on the integration of culture and commerce [12][14] Group 4: Cultural and Creative Initiatives - The "City Gifts" competition showcased 40 products that blend regional culture with commercial value, promoting the upgrade of time-honored products [16] - Workshops on the integration of time-honored brands and urban culture were conducted, addressing key issues such as IP protection and innovative marketing strategies [18] Group 5: Economic Impact - The expo attracted over 80,000 visitors, generating sales of 26.57 million yuan on-site and 38.13 million yuan through online promotions, with total intention orders reaching 780 million yuan [20] - The event significantly boosted local industries, contributing nearly 50 million yuan to surrounding sectors such as accommodation and dining [20]