【环球网消费综合报道】11月7日，由商务部主办的中华老字号国际交流活动暨第五届中华老字号创新 发展大会在上海举行。作为第八届中国国际进口博览会的重要配套活动，大会以"守正传承 创新发 展"为主题，汇聚了国内外众多知名品牌领袖与行业专家，旨在推动中外品牌交流合作、融合发展。 中国全聚德（集团）股份有限公司党委书记、董事、总经理周延龙应邀出席大会，并在备受瞩目的中外 品牌对话环节中，与国内外的百年品牌企业负责人一起，围绕"老字号品牌的年轻化转型""全球连锁新 生态构建"等核心议题，分享了全聚德的实践与思考。 在会上，面对"正餐连锁品牌如何实现年轻化转型"，周延龙结合全聚德的实践经验，认为品牌年轻化的 关键是如何在守正创新这样一个大的框架之下，既做好原汁原味的技艺的传承，也做好表达形式的创 新。"全聚德过去五年，在新场景、新产品、新渠道、新内容四个维度上面做了一些重要探索和尝试， 有了一定的成效。" 首先是打造新场景。周延龙介绍，面对新消费市场的个性化、主题化就餐场所需求，全聚德在北京地区 3家超大型主力门店中进行了主题化改造。在和平门店打造了跨度为三层的立体"空中四合院"，并充分 利用了七层的博物馆，把它做成一个 ...

Core Viewpoint - The event aimed to promote international brand exchange and cooperation, focusing on the theme of "Inheritance and Innovation" in the context of traditional Chinese brands [1] Group 1: Brand Youngization Strategy - The key to brand youngization is balancing tradition and innovation, ensuring the preservation of original techniques while innovating expression forms [3] - Over the past five years, the company has explored new scenes, products, channels, and content, achieving significant results [3] - New themed dining experiences have been created in major stores, attracting younger consumers and becoming popular social media spots [3] Group 2: Product and Channel Innovation - The new menu includes traditional and innovative dishes, with the latter contributing 50% of sales despite only making up 30% of the menu [4] - The company has seen rapid growth in its online marketplace and has partnered with delivery platforms to create "satellite stores" focusing on specific products, leading to a successful operational model [4] - New content initiatives include educational activities and creative products that connect with younger audiences, balancing cultural heritage with modern aesthetics [4] Group 3: Global Expansion Strategy - The company has established a presence in four countries with eight stores and plans to enter the Middle Eastern market [6] - The Vancouver store is recognized as the only Michelin-starred Chinese restaurant in Canada, setting a benchmark for high-end Chinese cuisine globally [6] - The company aims to maintain authentic flavors while building a global supply chain to ensure the integrity of its culinary techniques [6] Group 4: Future Outlook - The company emphasizes the importance of appealing to younger consumers through innovative products, attractive dining experiences, and engaging storytelling [7] - A systematic youngization strategy will continue to be implemented across scenes, products, channels, and content to enhance the brand's vitality and appeal in the modern market [7]