□ 本报记者 杨民仆 李慧 今年春节，不少老字号以"传统底蕴+潮流表达"的创新融合模式，迎来客流与营收的双重高峰，历经时 光沉淀的"金字招牌"在国潮浪潮中焕发全新光彩。然而记者走访发现，在热销背后，低价冲击、人才断 层等深层困境仍在掣肘老字号企业发展。如何才能破解发展瓶颈，实现真正可持续的"破局"与"出圈"？ 花式创新"圈粉"年轻人 文创领域，老字号同样紧跟顶流。"这是万事利（301066）丝绸和央视春晚联名推出的'骐骥驰骋'红围 巾。"2月24日，位于长江路的南京万事利丝绸艺术馆内，店长赵晓威正热情地向顾客介绍。这款围巾的 设计灵感源自马年春晚主视觉标识"骐骥驰骋纹"，设计师以传统云纹、雷纹、回纹为基础，巧妙勾勒出 四马并驱、拾级而上的图案，既展现出万马奔腾的磅礴气势，更寄寓着步步登高、青云直上的新春美好 祝愿。"这款围巾不仅吸引个人消费者，不少企业都是批量采购，最大的订单有150件。"赵晓威说。 文旅融合则为老字号开辟全新赛道。"你知道金银细工制作技艺包括哪些吗？"2月21日，南京金陵长乐 坊一楼宝庆银楼店内，身着明代服饰的店员正向游客提问。 金陵长乐坊联合场内商家共同打造一系列沉浸式互动体验。其中，宝庆 ...

Core Insights - The article highlights the vibrant atmosphere of the traditional Chinese New Year market in Dongcheng District, Beijing, showcasing popular old brands like Beijing Daoxiangcun and Fengnian Sausage, which have become top destinations for visitors during the holiday season [1][3]. Group 1: Market Dynamics - The foot traffic at Beijing Daoxiangcun's zero store during the holiday period is reported to be two to three times higher than usual, with peak sales reaching approximately three tons of the three popular snack items per day [3]. - The market has implemented queue management to handle the influx of visitors, indicating a significant increase in consumer interest and demand for traditional snacks [3]. Group 2: Product Offerings - The article describes innovative snack offerings inspired by classic Chinese literature, such as the "Tang Seng Fruit" and "Pigsy Fruit," which reflect cultural themes and are designed to attract younger consumers [3]. - Sales of traditional products like sausages and condiments have doubled compared to regular days, with specific items like soy sauce and vinegar selling out quickly due to high demand [5]. Group 3: Cultural Significance - The market serves as a vital cultural hub, preserving the essence of old Beijing's customs and traditions while also adapting to modern consumer preferences, thus enhancing the festive atmosphere and boosting sales [5].

超30家老字号扎堆亮相 老字号潮品共绘年味长卷 总台央视记者 罗子瑛：来过隆福寺的朋友都知道，这里将传统和潮流结合得特别好，这次新春市集是集结 了57个品牌，您知道吗？这里头有超过30家是老字号，老字号之所以能够这么多年依然火爆，靠的就是一点一 滴积累的信任。市民游客消费的是情怀，也是放心。瞧我身后这家老字号美食摊位前就已经排起了长队，每天 早上10点开始，就会有人在这儿等着师傅现烤面包。我刚刚也是好不容易买到了两个，大果子面包和维生素面 包，这一套下来是14块钱，大果子面包已经有一百多年历史了，维生素面包也是在上世纪60年代出品的，它们 持续到现在，又成了隆福寺新春市集的爆款。我们看到现场有两个大的烤箱，每一炉面包需要烤制20分钟，然 后烘焙师傅再给它涂上黄油，这样一套下来，一整天的时间得销售1000多套，大家可以说是排着队蜂拥而至， 吃的就是这股子热乎劲儿。 0:00 / 3:22 从立春节气开始，以"马不停蹄，隆福潮集"为主题的2026隆福寺新春市集开张，以"福"文化为主线，设置2 个演出空间和53个摊位，联动57个品牌，为马年新春注入了强劲的消费活力。跟随总台记者罗子瑛一起去逛一 逛。 非遗手作焕新颜 ...

本报记者 潘世鹏 在海南省文昌市铺前老街，新春的喜庆与人气交织。斑驳的骑楼间，一家装修一新的店铺门前，食客正 排起长队。 从坚守多年的老手艺，到贴合当下的新表达；从代代相传的老味道，到圈粉当代客群的新体验……2026 年农历新春，经济日报记者走访各地老店、老字号、非遗工作室，记录他们守正创新的积极探索，感受 时代与市场对老店新滋味的热烈回应。 糟粕醋进阶 一新一旧，同台共演，正是文昌铺前糟粕醋这一传统美食从"地方小食"迈向"国民味道"的生动缩影。 老街的新春，海风中混杂着独特的酸香。三婆糟粕醋新店试营业期间，每天吸引了数百名乃至上千名食 客专程来"尝鲜"。"很多游客都是冲着糟粕醋来的。在老街品一碗糟粕醋，感受独特的海南风情，才叫 不虚此行。"铺前三婆糟粕醋店店长陈岩说。 "店里环境有特色，糟粕醋的味道也很有特色。"来自石家庄的年轻食客吴雪跟家人自驾游到海南，过了 海口就直奔店里。 店内墙上，一幅幅老照片静静诉说着糟粕醋近一个世纪的传承故事。三婆糟粕醋的故事始于1936年：创 始人李春花以番薯酿酒，用剩余酒糟加祖传酒曲制成糟粕醋。第2代传人黄花美1979年起在铺前小学旁 设摊，被很多学生喜爱。因丈夫在家排行第三 ...

新春将至，北京隆福寺街区新春市集热闹非常，六必居、三元梅园、北京稻香村等30余家老字号齐聚亮相，共同营造地道北京年味儿，为中外游客送出北 京特色年礼。 以北京16城区为创意灵感的三元牛奶限定礼盒，更是在社交媒体引发"牛奶交换"话题讨论。人们发现，与共和国同龄、陪伴几代人成长的三元，如今"变 年轻了"。 ▲三元梅园展位 从隆福寺年货市集三元梅园展位，到人头攒动的北京市牛奶公司，再到年轻人津津乐道的城市限定牛奶礼盒，在三元食品看来，老字号不是博物馆里的陈 列品，而是浸润在城市烟火中、鲜活生长的文化符号，也是一份拿得出手、品得出味、记得住城的"北京礼物"。 网友搜集北京16城区限定牛奶 "东城名就""福通九州""事业大兴""丰台雨顺""文武双全"……马年春节前夕，扎根北京70年的老字号乳企三元食品，将"北京"城市IP融入品牌创新，推 出"城意满满"限定礼盒。礼盒以北京市16个城区名为设计灵感，一句句城区专属"吉祥话"既营造了喜庆氛围，又彰显了京城文化底蕴，引发大批市民共 情。 "三元牛奶，北京16城区，需要'丰台'和'顺义'，有没有换的？我有'东城''密云''朝阳''平谷''通州'，北京地区离得不远见面换，我继续成 ...

Core Viewpoint - Beijing Sanyuan Foods Co., Ltd. stands out as a prominent representative of Beijing's cultural heritage, combining its status as a "Beijing Time-honored Brand" and "Chinese Time-honored Brand" with a commitment to product innovation and quality, transforming its dairy products into a "Beijing gift" that reflects the city's essence [1][4][12]. Group 1: Commitment to Quality - Sanyuan Foods has maintained a remarkable "70 years without accidents" record, attributed to its dedication to 100% self-owned milk sources and stringent quality control throughout the supply chain [4][12]. - The company operates its own dairy farms in the golden milk source area at latitude 40°, ensuring high-quality milk production through advanced breeding techniques and real-time health monitoring of cows [4][12]. - Sanyuan Foods emphasizes the importance of quality assurance, with over 95% of its dairy cows being descendants of its own core breeding bulls, leading to superior milk yield and quality [4][12]. Group 2: Cultural Heritage - Sanyuan Foods integrates Beijing's cultural elements into its products, such as traditional palace dairy techniques and city-themed packaging, to create a deep connection with local heritage [5][12]. - The company’s products, including "Beijing Fresh Milk" and "Beijing Yogurt," encapsulate the city's flavors and memories, making them a part of the local identity [5][12]. Group 3: Innovation and Market Presence - Sanyuan Foods focuses on product-driven innovation, particularly through its "Beijing Series" products, which have become popular among consumers and represent the brand's commitment to quality [7][8]. - The relaunch of the Beijing Milk Company serves as a hub for consumer interaction and product innovation, allowing customers to experience traditional milk collection and new dairy products [8][12]. - The company aims to enhance consumer experience and brand recognition, positioning itself as a vibrant cultural symbol in the city [12]. Group 4: Seasonal Supply Commitment - During the Spring Festival, Sanyuan Foods ensures a stable supply of dairy products, reflecting its commitment to community welfare and quality assurance for both residents and visitors [10][12]. - The company’s efforts during the holiday season highlight its role in providing reliable and comforting products to the public, reinforcing its reputation as a trusted local brand [10][12].

Group 1: Company Overview - Luweizhai, founded in 1927, is a time-honored brand specializing in the research, production, and sales of marinated food products [1] - The company has innovatively created a "museum cluster" that combines rich history with modern experiences [1] - The third-generation inheritors maintain traditional methods while integrating smart production lines [1] Group 2: Marketing and Consumer Engagement - Luweizhai has established seven themed live streaming rooms, incorporating "happiness culture" into sales, with the chairman's live stream attracting up to 800,000 viewers per session [1] - The company aims to appeal to younger consumers by developing low-salt and innovative flavors, which accounted for 30% of store sales within three months of launch [1] Group 3: Industry Trends and Innovations - The rise of "light health" trends has prompted companies like Huaren Jiangzhong, known for its digestive tablets, to enter the market with modern health products [3][6] - Huaren Jiangzhong invests over 10% of its annual revenue in research and development, establishing national-level research platforms to modernize traditional health wisdom [6][8] Group 4: Cultural Significance and Community Impact - The production of traditional glutinous rice cakes in Hunan's Xupu County has evolved into an industry that supports rural revitalization, transforming local customs into a thriving business [10][12] - The glutinous rice cakes, once a household tradition, are now marketed nationwide through e-commerce, enhancing community livelihoods [12]

Group 1: Harbin's Ma Die Er Ice Cream - Ma Die Er ice cream, known for its unique taste and historical significance, has become a popular winter treat in Harbin, attracting many tourists despite the cold weather [1][4][21] - The ice cream was first introduced in 1914 and is made from milk and eggs, evolving into a local delicacy with over 30 different flavors and styles [4][5][21] - The traditional flavor remains milk-based, while innovative flavors include cranberry, bamboo, mango, and vanilla maple, appealing to modern consumers [5][21] Group 2: Tianjin's Haihe Milk - Haihe Milk, a well-known brand in Tianjin, has expanded its product line to include over 30 new flavors, such as avocado and pancake, catering to the preferences of younger consumers [9][11] - The brand has introduced a "fresh milk" self-service machine, allowing customers to enjoy freshly produced milk, enhancing the shopping experience [11] - Haihe Milk aims to connect traditional flavors with modern market demands, focusing on both taste and emotional value for consumers [11][21] Group 3: Cultural Integration in Food Industry - Traditional brands like Tong Hanchun Tang are innovating by introducing health-oriented beverages that resonate with younger audiences, blending ancient wisdom with modern tastes [13][15] - Guangzhou Restaurant is exploring the integration of dining and cultural experiences, aiming to create a comprehensive cultural output through its culinary offerings [17][19] - The emphasis on innovation and cultural connection is seen as essential for maintaining the relevance and vitality of traditional brands in the modern market [21]

Group 1 - The article highlights the unique experience of consuming ice cream in winter, particularly focusing on the famous Ma Die Er ice cream in Harbin, which has become a local specialty and a must-try for visitors [1][5] - Ma Die Er ice cream, introduced in 1914, is made from milk and eggs, and has evolved to include over 30 different flavors and styles, catering to modern consumer preferences [5][10] - The ice cream's popularity is attributed to its appealing taste and affordability, making it a trendy choice among tourists in Harbin's Central Street [1][9] Group 2 - The article also discusses the innovation in dairy products from Tianjin's Haihe Milk, which has developed over 30 new flavors, including unique options like pancake and fried dough flavors, appealing particularly to younger consumers [10][11] - Haihe Milk has introduced a "fresh milk" self-service machine, enhancing customer experience by allowing immediate access to fresh products [11][12] - The brand aims to connect traditional flavors with modern market demands, ensuring that their offerings not only satisfy taste but also provide emotional value to consumers [10][11] Group 3 - The article mentions the efforts of Tong Hanchun Tang, a 243-year-old traditional Chinese medicine brand, to engage younger audiences through innovative health-focused beverages that incorporate ancient wisdom [14][15] - Guangzhou Restaurant, a well-known Cantonese dining establishment, is exploring cultural integration with its culinary offerings, aiming to create a comprehensive experience that reflects Lingnan culture [18][20] - The overall trend among these traditional brands is to innovate and adapt to contemporary consumer preferences while maintaining their cultural heritage, thereby enhancing their market presence and relevance [22][24]

Core Viewpoint - The revitalization of traditional brands, known as "lao zihao," is driven by innovation in products, integration of business models, and cultural empowerment, which collectively stimulate service consumption growth. Group 1: Product Innovation - Traditional brands must protect their core craftsmanship while aligning with modern consumer demands to create a product system that combines "classic + healthy" and "traditional + fashionable" [2] - By integrating traditional techniques with modern nutrition science, brands can develop healthier products such as low-sugar, low-fat, and high-protein options, catering to contemporary quality of life pursuits [2] - To meet the convenience needs of younger consumers, brands should optimize product forms and packaging, offering small, portable ready-to-eat products for fast-paced lifestyles [2] Group 2: Business Model Integration - Traditional brands need to move beyond single retail models by transforming historical buildings and workshops into "cultural experience venues" [3] - Implementing a "front store, back workshop" model allows for interactive displays of traditional craftsmanship, providing consumers with immersive experiences [3] - Developing "lao zihao themed routes" and "intangible cultural heritage study experiences" can connect dining, crafting, and performance, extending the consumption chain [3] Group 3: Cultural Empowerment - Traditional brands should explore the cultural significance embedded in their heritage, creating a communication system that visualizes craftsmanship, contextualizes stories, and brands as IP [4] - By showcasing intangible cultural heritage through performances and documentaries, traditional craftsmanship can be elevated to recognizable cultural symbols [4] - Strengthening brand IP with a youthful expression and utilizing cross-industry collaborations can enhance engagement with younger consumers [4]