On November 29th, the conference of "Old Brand Public Opinion Ecology and Brand Construction Special Exchange"  was held at the New Media Building of People's Daily. This conference is a key component of the "2025 National Consumption Conference"， focusing on the development opportunities and challenges faced by time-honored brands in the new era. It aims to further tap into the consumption potential of domestic "trendy products" represented by time-honored brands and cultivate new growth drivers in consumption.

A relevant official from People's Daily Online stated that People's Daily Online has always paid close attention to national consumption trends and brand development dynamics. Through in-depth reporting and thematic planning, it helps time-honored brands tell their Chinese stories effectively. This conference is also an important part of the Ministry of Commerce's "Time-honored Brands Carnival" series of activities. It focuses on the dissemination hotspots and innovative forms of emerging culture and China-chic culture, exploring how to effectively integrate traditional elements with modern communication methods. This aims to help time-honored brands better adapt to the new communication environment, thereby stimulating brand innovation vitality, expanding brand value connotations, and achieving the creative transformation and innovative development of time-honored brand culture.

 

**Remarks by Mei Xinyu, Researcher at the Research Institute of the Ministry of Commerce**  

        Mei Xinyu, a researcher at the Research Institute of the Ministry of Commerce, stated that time-honored brands represent traditional Chinese culture and lifestyles. The success of China's development has led to a continuous increase in cultural confidence, and time-honored brands are increasingly recognized and sought after by global consumers, becoming a consumption trend and fashion. Faced with challenges brought by new consumption developments and emerging industries, only through continuous innovation can time-honored brands maintain enduring vitality.

 

**Remarks by Zhang Jingyun, Professor at the Business School of Beijing Technology and Business University and Author of *Research on Marketing Innovation Cases of Beijing Time-honored Brands***  

        Zhang Jingyun, a professor at the Business School of Beijing Technology and Business University and author of *Research on Marketing Innovation Cases of Beijing Time-honored Brands*, analyzed the key points for time-honored brands transitioning to brand-oriented operations from five dimensions: strategy-driven transformation and upgrading, systematic design of elements to enhance recognition, brand extension to expand market reach, mergers and acquisitions, and creating new scenarios. She also elaborated on the necessity for enterprises to conduct public opinion monitoring, shape their image, and manage their reputation.

 

**Remarks by Fan Juan, Founder of Shengjia Brand Consulting**  

        Fan Juan, founder of Shengjia Brand Consulting, mentioned that the greatest advantage of time-honored brands lies in their "heritage," that is, the historical and cultural resources accumulated over time. Time-honored brands should make good use of their historical resources by delving into their brand history and culture, transforming "heritage" into market competitiveness. This can be achieved by refining easily communicable brand stories, creating differentiation through cultural strength, building themed experiential spaces, attracting traffic with hit products, renovating storefronts, and refreshing their image to achieve culturally oriented sales conversion.

 

**Release of the *Time-honored Brands' Brand Building Influence Report* by Zhu Minggang, Deputy General Manager of People's Online**  

        Zhu Minggang, Deputy General Manager of People's Online, released the *Time-honored Brands' Brand Building Influence Report*. He pointed out that the revitalization of time-honored brands generally follows a three-tier logic: cultural cultivation, technological leadership, and experience reconstruction. The brand building for revitalized time-honored brands takes product strength as the material carrier, cultural strength as the value core, and communication strength as the communication bridge. These three forces work together to form a closed loop in brand building for time-honored brands. In the future, brand building for time-honored brands must prioritize quality, deeply explore the core cultural value of brands, continuously expand brand influence, and transform brands into sustainable economic value and cultural symbols of the era.

        The roundtable discussions were respectively chaired by Liu Changcheng, Deputy Director of China Publishing Group · Gold Version Electronic Publishing House, and Wang Yixin, Vice President of the China Association of Small and Medium Commercial Enterprises and Head of the Ministry of Commerce's Time-honored Brands Collaborative Innovation Center.

 

**Scene of the "Breaking Boundaries: Expanding Collaboration and Efficient Development Platforms" Themed Roundtable**  

        Wei Zijie, Executive Vice President and Secretary-General of the Shandong Time-honored Brands Enterprise Association, stated that Shandong has gradually researched and explored the globalization of time-honored brands since last year, establishing three mechanisms—overseas expansion diagnostics, time-honored brand escort, and global recommendation ambassadors—as well as a service platform for time-honored brands going global, to assist time-honored brands in their international expansion. Jia Feiyue, President of the Beijing Catering Industry Association and Chairman of Huatian Food Holding Group, noted that time-honored brands are not only commercial elements but also cultural elements. Preserving heritage while innovating and enduring through time are the relentless pursuits of time-honored brands. In the future, they will continue to uphold craftsmanship to honor their original aspirations, allowing time-honored brands to shine with new brilliance in the new era. Wu Xueqi, Chairman of the Macau Franchise and Chain Association and Vice President of the Macau Time-honored Brands Development Association, mentioned that she looks forward to "characteristic old shops" and "century-old heritage stores" becoming important carriers for preserving Macau's urban memory and artisan spirit. They will continue to innovate ways to carry on traditions, helping these historical businesses regain vitality in the new era and making them important forces in promoting Macau's cultural tourism and high-quality economic development. Liu Xingyi, Chief Expert of Yiyang Tea Factory Co., Ltd., National-Level Intangible Cultural Heritage Inheritor, and Master Chinese Tea Maker, stated that to meet the needs of new consumer groups, enterprises can continuously innovate in sensory consumption experiences, consumer experiences, and product quality, while improving their operational systems to maintain lasting competitiveness. Yu Senxiang, Executive Vice President and Secretary-General of the Shanxi Time-honored Brands Association, pointed out that in recent years, Shanxi time-honored brands have achieved phased results in cultural inheritance and other areas but also face many challenges. In the future, the association will continue to focus on the three directions of "collaboration, empowerment, and escort" to promote the high-quality development of Shanxi time-honored brands.

 

**Scene of the "Revitalization: Activating Classics and Trendy Product Consumption Scenarios" Themed Roundtable**  

        Sun Yi, Deputy Manager of Beijing Qingfeng Catering Management Co., Ltd., stated that Qingfeng Baozi Shop adheres to the business philosophy of preserving heritage while innovating, continuously optimizing services and business models. In the future, it will form a dual-driven business structure of "fast food + formal dining" and actively expand into overseas markets, proving with practical actions that time-honored brands are not only "old" but also "trendy." Yu Dazhi, General Manager of Beijing Daoxiangcun Food Co., Ltd., discussed how Beijing Daoxiangcun has adopted the "one store, one strategy" approach, tapping into new consumption potential by opening themed stores while also integrating sales channels to enable nationwide online orders through its official mini-program. In the future, they will continue to invest in technological innovation to enhance operational efficiency and service capabilities. Zhang Jingzhi, Executive General Manager of Jinan Chaoyixing Catering Co., Ltd., pointed out that the essence of "high-quality supply" is to embrace changes with an open mind while adhering to core values, meeting and exceeding consumers' ever-rising expectations through contemporary language and methods. Nie Qian, Deputy Party Secretary of Beijing Bianyifang Roast Duck Group Co., Ltd., mentioned that the group is embracing new consumer groups through intangible cultural heritage study tours, scenario creation, and exhibition economy. While optimizing the supply chain for roast ducks and talent cultivation, they continue to innovate products, experiment with cross-border marketing, and consistently promote the youthful inheritance of the brand. Jiang Hu, Executive Deputy General Manager of Sichuan Guili Sauce Liquor Industry Co., Ltd., believes that tapping into new consumption potential is the only way for time-honored brands to survive and develop. It is essential to shift from "selling products" to "managing consumer experiences," ensuring that time-honored brands shine with new brilliance in the new era while preserving traditional brewing techniques and tasting systems.