11月29日，"老字号舆论生态与品牌建设专题研讨交流活动"在京举行，人民在线品牌研究院发布 《老字号焕新品牌建设影响力报告》（以下称《报告》），基于舆情大数据、媒体观点及老字号焕新实 践，从产品力、文化力和传播力三个方面深入分析老字号品牌建设情况。 在产品力方面，头部老字号在技术创新方面具备研创实力和钻研耐力，使得老字号在行业中、乃至 国际市场中具有强劲的竞争力。从市场表现来看，老字号自主品牌在促进消费扩大方面前景广阔，线上 渠道、海外市场、智能制造和文化赋能多方面共同发力，助力老字号成为促进消费和彰显文化自信的经 济引擎。 未来，老字号品牌建设需坚持品质为先，深入挖掘品牌文化价值内核，持续扩大品牌影响力，将品 牌转化为可持续的经济价值与时代文化名片。 人民在线品牌研究院依托大数据，立足数字化时代的品牌战略新思维，为地方政府城市形象、企事 业单位品牌形象赋能，提供品牌形象建设、活动策略、IP打造、传播力构建等政企品牌一站式策略研究 咨询。未来，品牌研究院将对技术赋能养老话题开展持续研究，为政府、企业提供决策参考与战略咨 询。 在文化力方面，老字号不仅传承营商智慧、非遗技艺、民俗仪式和中华美学等中华优秀传统文化 ...

Core Insights - The event "Old Brand Public Opinion Ecology and Brand Building Special Exchange" focuses on the development opportunities and challenges of traditional Chinese brands in the new era, aiming to explore the consumption potential of national goods represented by old brands and cultivate new growth points in consumption [1][3]. Group 1: Brand Development and Innovation - The event is part of the "2025 National Consumption Conference" and emphasizes the importance of integrating traditional elements with modern communication methods to enhance brand innovation and value [1][4]. - Mei Xinyu, a researcher from the Ministry of Commerce, highlighted that old brands represent traditional Chinese culture and lifestyles, gaining global recognition and becoming a consumer trend, which necessitates continuous innovation for sustained vitality [3][4]. - Zhang Jingyun, a professor at Beijing Technology and Business University, discussed five key points for old brands to transition to brand-oriented operations, including strategic transformation, system design, market expansion, mergers and acquisitions, and creating new experiences [4][6]. Group 2: Brand Reconstruction and Market Strategy - Zhu Minggang, Deputy General Manager of People Online, released a report emphasizing that the reconstruction of old brands should follow a three-layer logic: cultural depth, technological leadership, and experiential reconstruction, aiming for a sustainable economic value and cultural representation [8][9]. - The Shandong Provincial Old Brand Enterprise Association has established mechanisms to support the globalization of old brands, including overseas diagnosis and service platforms [10]. - Various industry leaders discussed the importance of innovation in meeting new consumer demands, with strategies such as optimizing service models, enhancing product quality, and embracing new marketing approaches to maintain competitiveness [12][13].