（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 Shanghai Gathering" study tour successfully concluded, featuring 17 overseas Chinese youth from 11 countries, who explored Shanghai's historical and modern aspects while discussing multicultural exchange paths in the new era [1][6]. Group 1: Cultural Exchange and Learning - Participants engaged in various activities, including visiting the Shanghai Urban Planning Exhibition Center and the Shanghai Tower, to understand the city's development and modernization [1]. - The tour included visits to leading companies in new media and artificial intelligence, showcasing Shanghai's technological innovation [1]. - The experience of traditional culture was highlighted through visits to historical sites and cultural performances, emphasizing the blend of tradition and modernity in Shanghai [1][6]. Group 2: Heritage and Brand Recognition - The final stop was at the Huashan 263 Old Brand Pavilion, where participants discussed the significance of Shanghai's time-honored brands, such as White Rabbit candy and Guangming Dairy [3][4]. - The nostalgia associated with these brands sparked discussions among participants, illustrating the emotional connection to Shanghai's commercial history [3][4]. Group 3: Role of Overseas Chinese Youth - Participants expressed their desire to act as bridges between cultures, leveraging their unique backgrounds to enhance Sino-foreign exchanges [6][7]. - The youth emphasized the importance of storytelling in promoting Chinese culture globally, suggesting innovative approaches to cultural transmission [6][7]. - The tour fostered a sense of belonging among participants, reinforcing their commitment to cultural exchange and community building [7].