回想中秋国庆双节的创意，北京稻香村本地生活运营负责人扶慧琼讲起来滔滔不绝。作为联名礼盒 的"点睛之笔"——金贴，以天坛祈年殿为主体，一条驾祥云的金龙昂首望向空中战机，机翼舒展如飞， 复刻了 "战机掠过祈年殿古今同框"的经典场景，将六百年历史厚重与新时代国力自信浓缩于方寸之 间。 今年中秋国庆双节黄金周，一款融合天坛600年文化底蕴与北京稻香村老字号匠心的联名礼盒，在抖音 平台掀起抢购热潮。如今，北京稻香村团队已经开始思考，明年春节可以做哪些尝试，让声量和经济增 量一样好看。 联名礼盒中的"金贴"。受访者供图 扶慧琼介绍，从创意萌生到产品落地仅用一个月。为了让联名不流于表面，北京稻香村团队前后十余次 走进天坛，跟着资深学者丈量祈年殿的每一根梁柱，聆听建筑背后的历史故事。事实证明，这场 "文旅 +老字号"的跨界合作，不仅让天坛这一文化IP焕发新活力，更让北京稻香村在抖音实现了销售额超1000 万、同比增长50%的销售佳绩。 从2023年入驻抖音生活服务，北京稻香村的"礼品属性""节令属性"成倍放大。逢年过节他们通过直播带 货、话题营销、定制礼盒等创新举措，让百年味道突破年龄与地域界限，实现一次又一次的话题曝光和 ...

Core Viewpoint - The event organized by Jinghua, a time-honored brand under Shou Nong Food Group, successfully engaged young people in a creative journey, blending traditional tea culture with modern lifestyles [1][6]. Group 1: Event Highlights - The Jinghua 2025 Spring Collection Contest concluded with a celebration in Beijing, showcasing innovative designs that incorporate local cultural elements and modern packaging concepts [3][5]. - The event featured a creative space where students could taste Jinghua's classic teas and present their design works, fostering a dialogue between the brand and the youth [5][6]. - Jinghua's marketing director emphasized the importance of the contest in connecting the brand with young consumers and gathering valuable feedback and creative ideas [6]. Group 2: Contest Structure - The contest began in spring 2025, inviting students from across the country to submit works in graphic advertising and packaging design, aiming to unlock a new era of tea culture [7][9]. - From March to May, the contest included both online and offline activities, engaging with students through discussions about Jinghua's history and tea-making techniques [9][11]. - An expert evaluation meeting held in late June assessed the submitted works based on creativity, brand alignment, and feasibility, recognizing outstanding contributions from students [11]. Group 3: Future Implications - The contest represents a creative seed for Jinghua, aiming to rejuvenate the brand and connect with younger generations through innovative expressions of traditional tea culture [12]. - Students highlighted the importance of blending tradition with modernity, suggesting that the brand's evolution should reflect contemporary lifestyles while maintaining its heritage [12]. - The event's impact on social media and campus activities indicates that Jinghua's tea culture is gradually integrating into the daily lives of young consumers [12].

Core Insights - The article highlights the transformation of traditional brands in Beijing, particularly the "Beijing Milk Company," into experiential consumption spaces that attract younger consumers and create a cultural connection [1][2][13] Company Overview - The "Beijing Milk Company" has become a popular destination for both locals and tourists, featuring interactive experiences such as self-made ice cream and fresh milk [2][6] - The store aims to evoke childhood memories while establishing a deeper connection with younger consumers through its offerings [6][13] Consumer Experience - Customers can engage in hands-on activities like making their own ice cream, with incentives for achieving certain heights [4][8] - The store utilizes automated technology for coffee preparation, enhancing the interactive experience [8] - The product range includes both traditional items and innovative offerings, such as unique yogurt and milk tea [8][13] Market Trends - Traditional brands are evolving from merely selling products to providing comprehensive experiences that blend culture, social interaction, and modern technology [9][15] - The article notes a broader trend among Beijing's old brands to innovate and attract younger demographics through experiential retail [9][14] Strategic Initiatives - The "Beijing Milk Company" plans to open additional locations in various strategic areas, including transportation hubs and shopping centers, to expand its market presence [13][16] - The Beijing government is actively supporting the development of old brands through policies aimed at innovation and cultural preservation, with a target for the total scale of old brand enterprises to reach 200 billion yuan by 2025 [16]

Group 1 - The core viewpoint of the article is that Sanyuan Foods is launching a new tea beverage store under the brand "Beijing Milk Company" to engage with younger consumers and adapt to market changes [1][6][11] - The new store emphasizes fresh milk and beverages, with a menu featuring "24h direct supply from the farm" and a range of products including tea drinks and fresh milk [5][12] - Sanyuan Foods plans to open 5-6 new self-operated stores in Beijing this year, focusing on differentiated layouts based on community, business districts, and tourist attractions [5][11] Group 2 - The tea beverage market is highly competitive, and Sanyuan Foods needs to leverage its strengths and adopt a differentiated approach to establish a foothold in the new consumer market [1][10] - The store's design and branding evoke nostalgia, aiming to connect with consumers' memories while appealing to modern tastes [3][6] - Sanyuan Foods is utilizing smart technology in its operations, such as robot-made coffee and self-service ice cream, to attract younger customers [5][12] Group 3 - The company recognizes the need to innovate and adapt to the rapidly changing preferences of young consumers, as traditional retail models are losing relevance [7][11] - Sanyuan Foods aims to maintain its core identity while exploring new business opportunities, emphasizing the importance of fresh milk supply and unique product offerings [10][12] - The brand's historical significance and established reputation provide a solid foundation for its new ventures, but it must remain responsive to market trends and consumer demands [9][12]