除了数字化技术的深度应用以外，老字号品牌焕新也离不开对传统文化的深度挖掘与创新表达。通过将非遗技艺融入现代生活场景，不仅能够保留老字 号经典的文化内核，还赋予了其新的时代意义。 "2025国民消费大会"老字号展区。 北京稻香村食品有限责任公司总经理俞大治坦言："仅靠产品创新不足以吸引年轻人，必须用新场景与他们对话。"面对Z世代对传统门店的疏离感，北 京稻香村以"零号店"项目为突破口，打造沉浸式消费场景。2021年，北京稻香村在东四北大街复业原址开设首家零号店，以明厨明档、现场制作的形式展示 工艺，并推出北京胡同系列、京城名胜系列等高颜值、强话题产品，激发消费者打卡传播。目前，零号店已扩展至三家，单店日均客流量超千人。技术层 面，北京稻香村升级微信小程序实现"全国送"，中秋期间单日销售额达67万元。值得关注的是，"一店一策"是北京稻香村的另一创新。针对不同区域，推出 工厂店、南城生活店等特色门店，通过差异化文化叙事增强社区粘性，吸引更多消费者体验。 11月29日，以"新格局、新供给、新引擎"为主题的2025国民消费大会在北京举办。大会举办期间，位于大会现场的老字号体验区十分热闹。超意兴、益 阳茶厂、北京稻香村、 ...

Group 1 - The core viewpoint of the article highlights the revival of the inbound tourism market, with traditional restaurants like Bianyifang becoming significant cultural experiences for foreign tourists [2] - Bianyifang's Xianyu Kou store has seen a 25% year-on-year increase in inbound tour group visits, primarily from Europe and Southeast Asia [2] - Foreign tourists are increasingly interested in understanding the history and cultural significance behind Peking Duck, rather than just tasting it [2] Group 2 - Bianyifang utilizes immersive dining experiences, including videos about its history and duck preparation, to enhance tourists' understanding of Chinese culinary culture [2] - The restaurant provides bilingual menus and English-speaking staff, along with universally recognized allergen indicators [2] - There is a noted absence of inbound study tour groups focused on Peking Duck techniques, despite the presence of domestic study groups [3]