Core Insights - The 2025 "Beijing Gift" Global Cultural and Creative Competition announced its results, showcasing 58 outstanding cultural products from over 4,400 entries, marking an upgrade in the brand's consumer network [1][4] Brand Upgrade - The "Beijing Gift" brand is evolving, focusing on emotional value rather than just functional attributes, as the "Z Generation" becomes the main consumer group [3] - The competition included various categories such as international gifts, cultural heritage, and technological integration, highlighting the diverse nature of the awarded products [1][3] Product Highlights - Notable winning products include the "Double-layer Refrigerator Magnet" from Beijing Enamel Factory and the "Victory Commemorative Medal" from Beijing Lubo Cultural Co., Ltd., among others [1] - The competition also featured a dedicated category for trendy products, with entries like the "Dreamlike Series Figurines" from Qimeng Island [3] Store Expansion - Six new "Beijing Gift" stores were officially opened, expanding the brand's retail presence and enhancing consumer access [4] - The store layout has shifted from a "scenic spot orientation" to "full coverage," focusing on cultural experiences rather than just product sales [4] Sales and Partnerships - As of October 2023, "Beijing Gift" has partnered with 141 quality enterprises, developing 932 unique products across various categories, with projected sales exceeding 400 million yuan in 2024 [5] - The initiative has been supported by a reward system to encourage participation from quality enterprises, with a total of 11 million yuan awarded over three years [5]