北京稻香村零号店门前排起长队，大白兔雪糕唤醒Z世代（泛指95后群体）的童年回忆，瑞蚨 祥"新中式"旗袍成为年轻人新宠……眼下，曾被视为"爸妈辈专属"的老国货品牌，正以全新姿态"圈 粉"年轻一代，掀起国潮消费新浪潮。 在巩固产品品质的基础上，一批传统老国货聚焦年轻化、时尚化新趋势，应用新技术、新材料、新 创意，加快融合创新，吸引更多年轻人消费。《2024抖音老字号年度数据报告》显示，90后已是购买老 字号最多的群体，00后下单量增长最快，同比增速达95%。 业内人士分析，老国货既富含"老"的韵味，又怀揣"新"的动能，成为青年消费趋势变迁的推动者与 受益者。 "国货热"背后—— 为"文化认同感"埋单 近些年，"国货热"在各个消费领域兴起，从美妆护肤、服装饰品到餐饮零食……老国货品牌受到越 来越多年轻人青睐。 青年群体为何会爱上老国货？相关调查发现，其高性价比是年轻人看重的因素之一。 "部分国货老品牌成功吸引了大量年轻粉丝，这一现象的背后，是品牌对厚重文化历史传承与现代 元素融合策略的精准把握。"中国品牌建设促进会常务理事姚承纲指出，年轻消费者对老国货品牌及富 含中国文化元素的品牌接受度日益提高，为国产品牌营造了更 ...

Core Viewpoint - The article highlights the strategic initiatives of the company in promoting traditional Chinese medicine and health products, focusing on product development, international expansion, and investment in the health industry [4][5][6]. Group 1: Product Development and Market Strategy - The company is committed to enhancing its flagship product, Pianzaihuang, and expanding its product line with significant items such as the compound Pianzaihuang lozenge and Yindan Pinggan capsules, continuously enriching its "big product" matrix [5]. - The cosmetics subsidiary has implemented a long-term incentive mechanism based on excess profit sharing, successfully launching several products that have achieved over 100 million in sales [5]. Group 2: International Expansion - The company actively participates in national-level events to promote the internationalization of traditional Chinese medicine, including the "Belt and Road" conference and various international trade expos scheduled for 2025 [5]. - The company is involved in multiple international trade fairs, enhancing its global presence and market reach [5]. Group 3: Investment in Health Industry - Since 2024, the company has established three funds, each with a scale of 1 billion, focusing on investments in traditional Chinese medicine, biomedicine, medical devices, and health-related industries [5]. - The company's equity stake in these funds ranges from 20% to 30%, indicating a strong commitment to the health sector [5]. Group 4: Research and Development - In 2024, the company is advancing clinical research on 11 projects related to Pianzaihuang and other traditional Chinese medicine products, laying the groundwork for expanding clinical applications [6]. - The company has a robust pipeline with 14 ongoing new drug projects, including two new traditional Chinese medicine drugs entering clinical trials [6]. - Recent advancements include the completion of Phase I clinical research for a chemical drug and the initiation of Phase II trials for another, showcasing the company's commitment to innovation [6].

Core Viewpoint - Pianzaihuang (600436.SH) has topped the "Hurun Brand List" for five consecutive years but is facing significant challenges, including a slowdown in revenue and profit growth in 2024, attributed to rising raw material costs and a failed pricing strategy [1][2]. Financial Performance - In 2024, Pianzaihuang achieved revenue of approximately 10.788 billion yuan, a year-on-year increase of 7.25%, and a net profit of 2.977 billion yuan, up 6.42% [2]. - The revenue growth rate for 2024 is the lowest since 2016, with a notable decline in Q4, where both revenue and net profit decreased [2][3]. - Q4 revenue was 2.338 billion yuan, marking a year-on-year decline of 4.92%, while net profit fell by 26.07% [2][3]. Cost Pressures - Rising prices of key raw materials have significantly impacted profit margins, with the price of natural cow bile increasing from 650,000 yuan/kg in January 2023 to 1.65 million yuan/kg by January 2025 [4][5]. - Pianzaihuang's inventory increased by 47.01% year-on-year to approximately 4.987 billion yuan, with raw material inventory growing by about 60% [5]. Pricing Strategy - In May 2023, Pianzaihuang raised the price of its main product, Pianzaihuang pills, by 28.8%, but this led to a decline in sales volume in 2024 [6][7]. - The revenue from the pharmaceutical manufacturing segment was approximately 5.663 billion yuan in 2024, a growth rate lower than the previous year [6][7]. Business Segments - The liver disease medication segment generated about 5.31 billion yuan in revenue, growing 18.98%, while the cardiovascular medication segment saw a revenue increase of only 7.03% [7]. - The cosmetics business, viewed as a secondary growth driver, accounted for less than 10% of total revenue and has shown stagnant growth over the past four years [9]. Regional Performance - Revenue growth varied by region, with the Northeast and North China regions experiencing declines in revenue and gross margin [8]. - The East China region, a key market for Pianzaihuang, saw only a 0.79% increase in revenue, the slowest growth among domestic regions [8].

Core Insights - The resurgence of traditional Chinese brands, known as "old national goods," is gaining popularity among younger consumers, driven by a blend of nostalgia and modern innovation [11][12][19] - The 2024 Douyin report indicates that the post-90s generation is the largest group purchasing old national goods, with the post-00s showing a 95% year-on-year increase in orders [11][12] Group 1: Consumer Trends - Young consumers are increasingly drawn to old national goods due to their high cost-performance ratio and emotional connection to traditional culture [13][15] - The integration of modern design elements with traditional craftsmanship is appealing to younger demographics, as seen in brands like Ruifuxiang, which offers customized traditional clothing [14][15] - The rise of "new national tide" reflects a cultural identity that resonates with younger generations, who are willing to pay for products that embody this sentiment [15][19] Group 2: Brand Innovation - Many traditional brands are innovating their product lines to attract younger consumers, incorporating trendy elements and modern marketing strategies [16][20] - Collaborations between established brands, such as the partnership between Guangming Dairy and Guanshengyuan to create the White Rabbit ice cream, have successfully captured the interest of younger audiences [19][20] - The use of digital marketing, including live streaming and short videos, is becoming a key strategy for these brands to engage with younger consumers [21][22] Group 3: Market Expansion - Traditional brands are expanding their market presence by creating unique consumer experiences, such as themed stores and interactive events [17][18] - The integration of cultural elements into marketing strategies is helping brands like Tongqinglou to connect with younger audiences through storytelling and engaging content [22][23] - Government support for intellectual property protection and innovation in traditional brands is expected to enhance their market competitiveness [24]