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老字号如何“活”在当下?尝试年轻化表达
Nan Fang Du Shi Bao· 2025-09-17 23:14
积极拥抱互联网,拓展新蓝海 "中国品牌的引领时代离不开老字号品牌的坚实支撑。作为广东文化的根基,饮食类老字号不仅是传统 优势所在,更成为品牌创新的重要突破口。当前,广东老字号品牌大部分处于战略重塑关键期。"广东 老字号如何创新发展?面对商标恶意抢注、历史权属分离等行业痛点,业内又有哪些建言?近日,2025年 粤港澳大湾区老字号(文化)博览会在广交会展馆开幕,期间举办的"大湾区老字号跨界协同与创新发展 讲坛""老字号商标保护与创新——传承·赋能·新生"主题交流会,多位行业专家、企业代表齐聚一堂,共 谋老字号文化与商业融合的创新路径。 重构与年轻群体的情感连接 光动人文化传媒(深圳)有限公司策划业务负责人颜敏指出,老字号品牌要打破"传统"标签,需从消费者 洞察入手,重构品牌与年轻群体的情感连接。"老字号的信誉是核心资产,但新时代消费者更注重社交 价值认同和情感共鸣。"颜敏强调,品牌需通过产品创新、场景化体验和新媒体传播,将文化底蕴转化 为符合年轻审美的消费语言。例如,通过打造网红打卡点、跨界联名产品等方式,让老字号"活"在当 下。 广州府前投资控股有限公司管理总监黄齐泳从资本视角剖析了老字号的发展瓶颈与突破方向。 ...
珠江啤酒解锁老字号流量密码,多场景助力消费提振
Sou Hu Cai Jing· 2025-09-16 15:36
Core Insights - Zhujiang Beer, a well-known brand in Guangdong, is actively engaging in the market by launching new products and participating in various exhibitions to stimulate consumer interest and sales [2][4][9] Product Launches - At the 2025 Guangdong-Hong Kong-Macao Greater Bay Area Old Brand (Cultural) Expo, Zhujiang Beer introduced several new products, including "Snow Castle Craft Peach Brew" and an upgraded version of Zhujiang P9, emphasizing unique flavor experiences [2] - The company has consistently released popular products such as Zhujiang Original Draft and Zhujiang Pure Draft 1997Plus, showcasing a commitment to quality and innovation [2] Marketing and Brand Engagement - Zhujiang Beer is leveraging exhibitions to create interactive experiences, allowing consumers to taste and order products on-site, thus enhancing brand visibility and engagement [4] - The company has formed strategic partnerships, including collaboration with Southern Airlines, making its products available on 988 domestic and international flight routes [4] Consumer Experience and Events - Zhujiang Beer is hosting various events, such as beer festivals in multiple cities, to promote cultural and tourism experiences, thereby driving new consumption patterns [9][10] - The brand is also involved in sports and music events, having sponsored the Guangdong Men's Basketball League for 11 consecutive years and becoming the exclusive beer supplier for the 15th Sports Games [9] Distribution and Accessibility - The company has established hundreds of Zhujiang Original Draft experience stores across over 110 cities, enhancing brand presence and consumer access [4] - Zhujiang Beer is utilizing instant retail platforms to ensure quick delivery of its products, further expanding its market reach [4]
第九届中华老字号(山东)博览会青岛啤酒时尚“出圈”
Qi Lu Wan Bao· 2025-06-16 08:12
Core Viewpoint - The 9th China Time-honored Brand (Shandong) Expo showcases the rich heritage and innovative achievements of time-honored brands, with Qingdao Beer, a 122-year-old brand, prominently featured, attracting attention from domestic and international distributors and visitors [1] Group 1: Qingdao Beer Presentation - Qingdao Beer presented its full range of products, including Classic 1903, Pure Draft, White Beer, and others, at the expo, drawing significant visitor interest and engagement [5][9] - The beer's unique flavors and styles were well-received, with attendees expressing pride in the brand and sharing personal connections to it [3][5] Group 2: Product Innovation and Technology - Qingdao Beer has leveraged technology to enhance its distribution, ensuring that fresh raw beer can reach consumers across various regions, including remote areas [7] - The company maintains strict brewing standards and utilizes data-driven approaches to ensure product quality, with nearly 400 beer flavor compounds standardized [10][12] Group 3: Brand Evolution - Qingdao Beer exemplifies the balance of tradition and innovation, continuously evolving while adhering to its century-old quality standards [10][12] - The brand has received national recognition for its technological advancements, positioning itself as a leader in the future of manufacturing [12]
汕头“老字号”焕新活力
Sou Hu Cai Jing· 2025-05-17 01:46
Group 1 - The "潮庭牛肉丸" brand achieved over 170,000 yuan in sales within just two days during the "好嘢广货" live streaming event, exceeding expectations [1] - The live streaming event was part of the "好嘢广货——广东品牌新消费践行活动" organized by the Guangdong Provincial Development and Reform Commission, showcasing multiple brands from Shantou [3] - The event included a cloud display and live sales, featuring four main sections: "Brand Cases," "Rural Market," "Yue Handicrafts," and "Guangdong Goods Return," aimed at promoting Guangdong's unique brands [4] Group 2 - Shantou's brand competitiveness is continuously improving, with a focus on innovation and collaboration among various brands [8] - The Shantou Municipal Development and Reform Bureau plans to regularly hold brand case collection and promotion activities to enhance brand development and competitiveness [8] - Shantou has made significant progress in brand system construction, marketing innovation, and market expansion, particularly for "老字号" brands, with four recognized as "Chinese Time-honored Brands" and 19 as "Guangdong Time-honored Brands" [9] Group 3 - The Shantou Municipal Bureau of Commerce is actively supporting "老字号" brands by creating platforms and increasing visibility through events like the "旺物大集·潮创市集" [9][12] - The Bureau emphasizes the need for collaborative efforts in the innovation and development of "老字号" brands, focusing on product research, capacity expansion, and market adaptation [12] - The Bureau will continue to address the development needs of "老字号" enterprises through policy support, innovative business models, and cultural empowerment [12]