Core Insights - The traditional restaurant brand, Fangzhuanchang 69, is innovating to adapt to evolving consumer demands, exemplified by the launch of its unique ice cream product that creatively incorporates elements of the classic Beijing Zhajiangmian [2][3] Group 1: Product Innovation - The ice cream product features a creative reinterpretation of Zhajiangmian, using Hokkaido milk for "noodles," chocolate sauce for "sauce," and other ingredients to mimic traditional toppings, providing a novel tasting experience [3][4] - The launch aligns with the brand's strategy to appeal to younger consumers, aiming to reshape perceptions of the brand as "traditional" and "outdated" [3][4] Group 2: Market Response - The ice cream has generated significant buzz on social media platforms, leading to a surge in both online and offline sales, with over 10 million views in its first week and a 20% increase in overall store sales [3][4] - The product has become a signature item that attracts customers, with some stores reporting daily sales of up to 2,000 units and revenue exceeding 20,000 yuan [3][4] Group 3: Operational Enhancements - The brand has optimized its service processes, including dual ordering channels and quick pickup options, to enhance customer experience [5][6] - Staff training has been tailored to ensure employees are knowledgeable about both traditional and new product offerings, improving service quality [6] Group 4: Future Strategies - The company plans to explore diverse service offerings and product lines, including cultural merchandise and immersive experiences related to the traditional craft of making Zhajiangmian [6]

Group 1 - The core viewpoint emphasizes the need for traditional brands, especially "time-honored" brands, to innovate and adapt to modern consumer preferences while maintaining their cultural heritage [1] - The National Development and Reform Commission's measures aim to leverage the consumption potential of traditional brands and intangible cultural heritage to support stable consumption growth [1][4] - The "Guochao" brand vitality is encouraged through innovative scenarios and integrated products to attract younger consumers [1][4] Group 2 - San Yuan Dairy, established in 1956, is transforming by opening direct experience stores and entering the beverage market to align with new consumption trends [4][5] - The reopening of the "Beijing Milk Company" brand features interactive and social consumption experiences, moving from mere product sales to experiential engagement [5][6] - Innovative products like the "Erba Sauce Milk Tea," which combines traditional flavors with modern beverage trends, reflect a strategy to connect with younger consumers [7][8] Group 3 - Experts suggest that the transformation of time-honored brands should focus on systemic innovation around content, experience, and channels rather than superficial changes [8][9] - San Yuan Dairy is modernizing its operations through digital factory construction and the development of sub-brands that integrate intangible cultural heritage with new retail scenarios [8][9] - The competition among traditional brands is shifting from historical prestige to effective transformation capabilities [9] Group 4 - The "Beijing North Shore Market" initiative by Fangshan Tea House and Beihai Park aims to revitalize intangible cultural heritage through innovative experiences and cross-industry collaborations [11][12] - The market combines various cultural elements to create immersive experiences that engage consumers and promote cultural heritage [11][12][13] - The approach includes breaking down intangible cultural heritage into accessible experiences that encourage consumer participation and sharing [13][14] Group 5 - Wu Yutai, a time-honored tea brand, is exploring a "tea+" model that integrates tea with various products and experiences to attract younger consumers [18][19] - The new store concept combines tea with baked goods and coffee, creating a multi-functional space that enhances consumer engagement [19][20] - The brand's ongoing efforts to modernize its offerings and marketing strategies reflect a commitment to connecting with the younger generation [21][22] Group 6 - Fangzhuan Factory No. 69 is innovating by introducing a "炸酱面" (fried sauce noodles) ice cream, which creatively reinterprets traditional flavors to appeal to modern consumers [26][27] - The product's success is attributed to effective social media marketing and a strong connection with younger consumers, leading to significant sales growth [27][28] - The brand is also enhancing its operational model by optimizing service processes and training staff to improve customer experiences [29][30]

Group 1 - The company, Fangzhuanchang 69, has integrated the concept of the 24 solar terms into its menu design, offering 13 types of customized dishes to cater to diverse consumer tastes [1][4] - The chairman, Ma Junjie, emphasized the commitment to traditional handmade production, with a 90-minute sauce preparation and 8-step noodle making process, ensuring authentic Beijing flavor and quality [4] - To prepare for the upcoming summer tourism peak, the company has adjusted its operating hours, opening earlier at 7:00 AM and extending closing time to between 10:00 PM and 10:30 PM [4][6] Group 2 - The company is expanding its offerings to include "single-person dining" options and has introduced various specialty foods such as yogurt, duck rolls, and bottled sauces [4][6] - To alleviate pressure from increased customer flow during the summer, the company has enhanced staffing in the kitchen and service areas, and implemented new service models to improve table turnover efficiency [6] - Currently, Fangzhuanchang 69 operates 30 direct stores and plans to open an additional 10 to 20 locations in Beijing, focusing on densely populated and high-consumption areas [6]