北京商报讯（记者 翟枫瑞）在全方位构筑消费新格局的大语境中，老字号已成为打造独特创新消费场景、深度挖掘消费潜能的重要力量。9月14日，作为深 蓝智库年度论坛系列活动，以"寻找老字号消费力"为主题的2025寻找老字号消费力沙龙在服贸会期间举办。 在以"借力文商旅融合老字号破圈有道"为主题的圆桌对话环节，北京内联升鞋业有限公司总经理程旭表示，跨界的核心是"跨用户"，破圈的关键是"破原有 消费群体"。内联升作为中华老字号、国家级非遗，虽凭借手工制鞋工艺积累了几代老顾客的信任，但随着时代变迁，年轻人对品牌认知不足，传统产品和 工艺也难以满足新需求。为此，内联升在2018年推出副线品牌"大内联升"，以双品牌策略打开新局面。通过子品牌，内联升与国内外潮流设计师、艺术家、 明星、潮牌、游戏及影视作品展开跨界合作，这类合作能让传统门店无法触达的用户，了解内联升的品牌故事与文化内涵，是拓展用户群的重要营销方式。 同时，内联升在保留非遗传统工艺的基础上，引进新技术、新材料，开发不同品类产品，满足消费者多样化功能需求。 对于老字号持续跨界融合，程旭强调，品牌需坚持"目标导向"。无论是与国际潮牌贝普联名引发潮流圈轰动，还是推出话剧《 ...

Core Insights - The article discusses the implementation of the "Beijing Fashion Consumption Expansion Action Plan," which aims to enhance fashion consumption through various initiatives, focusing on the introduction of domestic brands and the creation of a vibrant fashion scene in Beijing [1][6]. Group 1: Fashion Consumption Initiatives - The plan emphasizes the development of first stores, exhibitions, and launches, particularly focusing on introducing domestic brands this year [1][3]. - The initiative aims to optimize the fashion consumption ecosystem, enhancing demand through urban renovations, event introductions, and technological empowerment [1][6]. - The plan includes support for various districts in Beijing to establish fashion launch centers and simplify approval processes to attract high-profile brand events [3][6]. Group 2: Domestic Brand Promotion - Domestic brands are increasingly prominent in the first store and launch initiatives, with the plan encouraging collaborations between traditional brands and well-known IPs [6][7]. - The plan supports the entry of quality domestic products into duty-free stores and promotes the "Beijing Gift" initiative to enhance the variety of fashion and beauty products [6][7]. - The rise of domestic brands is seen as a significant trend, with many brands opening their first stores in Beijing to leverage its consumer influence [6][7]. Group 3: Diverse Fashion Experiences - The plan aims to create diverse fashion experiences by integrating various business models and enhancing the urban landscape [8][9]. - The introduction of high-profile events, such as fashion weeks and international festivals, is expected to enhance the shopping experience and promote local brands [9][10]. - The strategy includes a focus on the integration of dining and entertainment, with plans for themed dining streets and events to attract international restaurant brands [3][8]. Group 4: Market Dynamics and Future Outlook - The fashion consumption market in Beijing is anticipated to capture a larger market share, driven by specialized supply chains and innovative management practices [9][10]. - The competitive landscape is evolving, with consumer demands and brand perceptions changing rapidly, necessitating timely adjustments and innovations from companies [9][10]. - The article highlights the potential for Beijing to become a global fashion hub, leveraging its rich cultural heritage and diverse consumer base [7][9].

Core Insights - The "new Chinese style" consumption is increasingly favored by young consumers, blending tradition and innovation to provide rich new experiences [1][6] - The rise of "Guochao" (national trend) reflects the unique charm of traditional Chinese culture and the enthusiasm of the younger generation for consumption [2][5] Group 1: Market Trends - The "90s" generation is the largest group purchasing time-honored brands, while the "00s" generation shows the fastest growth in order volume, with a year-on-year increase of 95% [2] - The demand for high-quality, personalized products is driving the growth of "Guochao" and "Chinese style" as new consumption growth points [1][2] Group 2: Brand Innovation - Traditional brands are innovating by integrating cultural elements into product design, with companies like Sangluo launching collections that resonate with young consumers [3][5] - The collaboration between traditional brands and cultural institutions is creating unique products that appeal to the younger demographic [3][5] Group 3: Consumer Engagement - Young consumers are increasingly engaging with traditional brands that adapt to their preferences and habits, leading to a resurgence of interest in time-honored products [4][5] - The success of traditional brands hinges on their ability to maintain quality while evolving to meet contemporary consumer demands [5] Group 4: Cultural Tourism - The intersection of "Guochao" and the booming cultural tourism market is leading to new trends such as immersive "new Chinese style" tourism experiences [6][7] - Various regions are launching interactive activities and themed packages that attract young tourists, significantly increasing interest in traditional culture [6][7] Group 5: Seasonal Promotions - High-end hotels are creating themed packages that combine traditional cultural elements with modern hospitality, appealing to young travelers [7] - The integration of cultural elements into seasonal offerings, such as traditional food packaging, enhances brand visibility and consumer engagement [7]