近日，由新消费领域权威机构艾媒咨询主办的"2025艾媒新消费盛典"在广州落下帷幕。凭借在传统糕点赛道的持续创新与新消费场景的深度布局，苏州稻香 村一举斩获"2025年中国新消费卓越品牌奖"，同时强势入选"2025年中国国货消费品牌500 强"。这两项荣誉不仅是行业对其品牌实力的权威背书，更标志着 这家拥有两个半世纪历史的中华老字号，已经成为国货品牌转型升级的标杆性企业。 随着消费升级和国潮的崛起，国货品牌迎来新一轮的发展机遇，同时也面临着如何平衡传统底蕴与现代化需求的行业共同课题。苏州稻香村作为糕点行业的 龙头企业，正在探索一条可为其他老字号借鉴的实践之路。 在国潮成为消费主场的当下，苏州稻香村并未陷入符号堆砌的盲区，而是深入挖掘苏式糕点的非遗基因与江南文化底蕴。2025年中秋前夕，推出"国潮画 意"系列月饼礼盒，将稻香村苏州观前街原址店、虎丘塔、平江路、山塘街，以及青砖黛瓦、小桥流水等众多苏州文化元素呈现在礼盒之上，让人们立体化 感受江南水乡的韵味与稻香村月饼的品位，赋予礼盒更深厚的历史文化底蕴。 面对消费者对健康饮食的迫切需求，苏州稻香村将"健康"作为品牌创新的核心战略之一，成立"健康烘焙实验室"，针对传 ...

Core Insights - Suzhou Daoxiangcun has launched a new product, the "Loose Jiangsu Shisan Taibao" mooncake gift, which combines traditional flavors with modern football culture to appeal to younger consumers [1][6] - The product development integrates the essence of Su-style pastries while incorporating the excitement of football events, creating a new expression for traditional snacks [3][5] Product Innovation - The mooncake features 14 mascot-shaped designs representing 13 participating cities and one "Friendship No. 14," connecting tradition with innovation [5] - Innovations include low-sugar and low-fat recipes based on the "medicinal food homology" concept, differentiating it from traditional mooncakes [5] - Each mooncake is named after city characteristics and football themes, enhancing product engagement and conversation [5] Marketing Strategy - The launch is part of Suzhou Daoxiangcun's ongoing "National Trend + Health" strategy, targeting younger demographics through product development and marketing [6] - Recent collaborations with popular IPs, such as the game "Black Myth: Wukong," have successfully attracted young consumers, exemplified by the "Qitian Lan Yue" gift box [10] - The brand aims to balance tradition and innovation, ensuring that traditional pastries resonate with modern consumer preferences for fun, health, and social interaction [10]