（原标题：从上海凤凰看中华老字号品牌高端化升级的道法术） 国潮情绪国货井喷下中华老字号吃到物美价廉馅饼还是陷入陷阱？尽管消费者对国货的热情日益高涨， 但仍有一大批国产老字号品牌囿于低质低价标签而陷入经营困局。作为家喻户晓的百年老字号品牌，上 海凤凰经历了几度沉浮之后，在近年来开启了高端化转型战略并取得了一定的成效，未来是否能借此实 现凤凰涅槃？中华老字号品牌高羰化升级又有哪些道法术呢？ 从上海凤凰看中华老字号品牌高端化升级的道法术 文/锦坤品牌营销专家团 凤凰自行车作为上世纪八九十年代的家喻户晓的老字号品牌，其"二八大杠"深深地被一代人所铭记，除 了凤凰之外，上海还有许多曾风靡一时的老字号品牌，如 "永久"、"回力"、"老凤祥"、"英雄"、"美加 净"、"大白兔""老凤祥""培罗蒙""蜂花"等。这些上海老字号品牌都有悠久的历史和深厚的文化底蕴。 随着时代的发展，市场竞争日益激烈、消费者需求不断升级，许多老字号品牌陷入了低价竞争的困境， 也有一批逐步走上了品牌高端化的道路，成功地提升了产品的附加值。 近些年在我们锦坤清晰化的品牌顶层设计指导和落地化的营销底层运营辅导下，上海凤凰以"战略飞 轮，六线链动"为核心的 ...

Core Insights - The 2025 World Design Capital Conference (WDCC) has opened in Shanghai, marking the fourth year of hosting this event and the 15th anniversary since Shanghai was designated a "City of Design" by UNESCO in 2010 [1] - Over the past 15 years, Shanghai's creative and design industry has experienced a double-digit annual growth rate, expanding from 472.4 billion yuan to over 1.6 trillion yuan, with 21 national industrial design centers and 200 municipal design innovation centers established [1] Industry Impact - Design has become a tangible competitive advantage for companies, as evidenced by Dyson's bladeless fan and Apple's iPhone, which helped shift market dominance from Nokia [2] - Shanghai's enterprises, such as Chando, have successfully leveraged design in their products, with their "Ice Muscle Water" selling over 80 million bottles in 12 years, showcasing sustainable design practices that significantly reduce carbon emissions [2] - The eVTOL aircraft developed in Shanghai features a unique "tilt-rotor" design, enhancing both vertical takeoff and high-speed flight capabilities, leading to a recent procurement agreement with UAE's Autocraft for 350 units valued at 1 billion USD [2] Design in Urban Development - The integration of design in various sectors such as integrated circuits, biomedicine, artificial intelligence, high-end equipment, and new energy vehicles is evident, with notable products like the C919 aircraft and advanced medical imaging devices [3] - The transformation of Shanghai's industrial reputation from the 1970s to the current "fashion eight products" reflects the city's evolving design landscape, with innovative products gaining market traction [3] - The annual "Shanghai Design 100+" competition has attracted over 2,600 entries from 17 countries, serving as a platform for emerging brands and generating over 250 billion yuan in economic impact [3] Global Design Influence - Shanghai's design initiatives have enhanced the city's brand power and global resource allocation capabilities, with iconic landmarks and events like the Shanghai Design Week and Shanghai Fashion Week showcasing its design prowess [4] - The establishment of the "International Design Hundred" organization and various international collaborations highlight Shanghai's commitment to nurturing design talent and fostering global recognition [4] - The release of the strategic document "Opinions on Building a World-Class 'Design Capital'" in February 2022 underscores Shanghai's ambition to become a leading design city by 2030, marking a shift from design as a mere tool to a core urban development philosophy [4]

Group 1 - The board of directors of Shanghai Phoenix Enterprise (Group) Co., Ltd. held its fourth meeting of the eleventh session on June 13, 2025, with all 11 directors present, and the meeting was chaired by Chairman Hu Wei [1] - The board approved the proposal to re-establish the "Shanghai Phoenix Investment Management System" with a unanimous vote of 11 in favor, 0 against, and 0 abstentions [1] - The board also approved a proposal to provide guarantees for its wholly-owned subsidiary, Phoenix Bicycle, with the same unanimous voting results [2]

与此同时，上海凤凰将关注点转向内销市场。3月18日，原本向美国市场输出的童车产能，"转战"东方 甄选直播间。经过连续40小时的直播，访客人数达到164.6万人次，成交金额达到715.8万元。上海凤凰 办公室主任徐力告诉记者："本来我们打算播20小时，后来看到气氛越来越火爆，双方当即决定，再延 长20小时。" 面对关税大棒，128岁的上海凤凰自行车正在谋求逆风突围：并购日本百年品牌丸石之后抢占高端市 场，在印尼斥资建厂对冲贸易风险；40小时直播狂揽715万元销售额，将受阻的产能"转战"国内骑行消 费新蓝海…… "近阶段我们受损产品，主要是在美国沃尔玛等大型商超售卖的，但由于我们近几年不断调整出口方向 和产品结构，这给了我们一定的回旋余地。"凤凰集团总经理王朝阳介绍道。 事实上，早在特朗普上一任期启动贸易战1.0版时，上海凤凰便已经开始未雨绸缪。2020年，通过并 购，上海凤凰成功将有着131年历史的日本丸石品牌纳入麾下。丸石在日本家喻户晓，此次并购，让上 海凤凰拿到了与国际品牌同场竞技的"门票"。 近年来，上海凤凰又不断加大凤凰锂电专属子品牌Phoenix Electric的研发和市场拓展力度。如今，包括 都市 ...