Core Viewpoint - The National Radio and Television Administration and the Ministry of Commerce have launched a short video promotion campaign for time-honored catering brands, aimed at enhancing consumer engagement and promoting traditional dining experiences during the Chinese New Year [1] Group 1: Campaign Details - The campaign will run from February 11 to March 3, 2023, encouraging local broadcasting and commerce departments to create distinctive and widely disseminated short videos [1] - The focus will be on the historical stories, skill inheritance, and culinary flavors of time-honored catering brands, particularly highlighting New Year's Eve dinner packages and reunion banquets [1] Group 2: Objectives and Strategies - The initiative aims to use innovative expression methods and popular narrative styles to effectively communicate the modern stories of time-honored brands [1] - The goal is to attract more consumers to engage with these traditional brands and experience the essence of Chinese New Year dining [1]

Core Viewpoint - The National Radio and Television Administration and the Ministry of Commerce have announced a short video promotion campaign for time-honored catering brands, aimed at enhancing consumer engagement and promoting traditional dining experiences during the Chinese New Year [1] Group 1: Campaign Details - The campaign will run from February 2026 to March 3, 2026, following the issuance of the notification [1] - Local broadcasting and commerce authorities will guide media in creating distinctive and widely disseminated short videos [1] Group 2: Focus Areas - The campaign will highlight the historical stories, skill inheritance, and culinary flavors of time-honored catering brands [1] - It will emphasize consumer scenarios such as New Year's Eve dinner packages and reunion banquets created by these brands [1] Group 3: Communication Strategy - The initiative aims to use engaging and relatable narrative styles to tell the modern stories of time-honored brands [1] - The goal is to attract more consumers to explore these traditional dining options and experience the essence of Chinese New Year [1]

Core Insights - The 2026 Innovation Exchange Conference for Time-Honored Brands was held in Beijing, focusing on digital transformation and AI-driven business strategies for traditional brands [1] - Time-honored brands are increasingly leveraging digital innovation to connect with younger consumers, with significant growth in search volume and transaction rates on platforms like Meituan [1][2] Group 1: Digital Transformation - Time-honored brands are adopting digital transformation as a core strategy to enhance their business models and reach new customer segments [1] - The China Commercial Association has initiated a digitalization project, providing free digital service packages to dozens of time-honored brands over three years [1] - Over half of the time-honored brands are utilizing AI tools to assist in operational decision-making, combining traditional experience with data-driven insights [2] Group 2: Consumer Engagement - The appeal of time-honored brands to younger consumers is increasing, with a nearly ninefold growth in search volume on Meituan and a stable annual compound growth rate of over 27% in transaction value [1][2] - The proportion of consumers under 35 years old engaging with these brands has reached 48.5% [1] - Cultural value monetization is a key trend, exemplified by Quanjude's "Sky Courtyard" concept, which has led to a 25% increase in average transaction value and an 18% rise in repurchase rates [2] Group 3: Operational Efficiency - The integration of digital technologies has significantly reduced operational costs for time-honored brands, with AI handling a growing number of customer inquiries, especially during peak periods [2] - Digital tools are enhancing dining experiences by streamlining service processes, improving table turnover rates, and accumulating valuable customer data [2] - The future collaboration between platforms and time-honored brands will focus on enhancing scenarios, experiences, and technology [2]