What Makes Old-Brand Stores Popular Among Young People

How can AI and scenario expansion turn traditional brands into social currency?

A store of Daoxiangcun in Beijing sold 3 tons of popular pastries in a single day during the Year of the Horse, and the Longfu Temple commercial district saw a 4.2-fold increase in foot traffic… During the Spring Festival, many old brands achieved a fresh upgrade through product innovation, scenario extension, and multi-party collaboration, becoming new hotspots for holiday consumption. Many of these brands are gradually winning the attention and love of young consumers.

The illustrious Chinese old brands, having endured the test of time, stand firm in the market thanks to their dedication to quality and the inheritance of traditional craftsmanship. Now, with innovative approaches, they have successfully “broken the circle,” capturing the younger generation and injecting new vitality into the holiday market, providing vivid examples for the sustainable development of traditional brands. How do these brands, carrying memories of the past, cross generational gaps to become favorites among young people?

Product upgrades, more fashionable flavors. To win the favor of young people, first embrace youthful expression in flavor development and packaging design. During the Spring Festival, all-vegetarian offerings like “Horse to Success Cake” and “Chinese Tai Chi Pastry” introduced by Jing-style vegetarian bakeries provided diverse healthy options; Wu Yutai deeply integrated Year of the Horse zodiac culture with intangible cultural heritage fermentation techniques, launching a New Year series that opened new market space.

Scenario expansion, richer experiences. During the Spring Festival, various old brands incorporated their products into markets, commercial districts, and cultural spaces, launching new items. For example, Zhang Yiyuan released the “Leading the Way” gift box, and Daoxiangcun introduced the “Galloping Horse Blessings” freshly baked pastry gift box. The diverse scenarios attracted many young people to participate and interact. To some extent, these products have transcended food themselves, becoming shareable “social currency,” satisfying young people’s dual pursuit of personalized expression and cultural identity, while also enhancing brand appeal.

Cross-industry collaborations, more innovative formats. Some old brands also experimented with online and offline synergy and cross-brand collaborations to bring fresh experiences to young consumers. For example, a dairy old brand partnered with an automotive culture brand, successfully expanding sales channels and refreshing consumer perceptions of the brand.

Amid the enthusiasm, the transformation of old brands is not without challenges. Some have seen their reputation decline due to excessive commercialization, while others face consumer complaints about inflated prices. These issues serve as warnings: innovation and breakthrough for old brands must balance tradition and modernity. Facing new consumer groups and market patterns, old brands cannot rely solely on their legacy; abandoning craftsmanship and quality in pursuit of quick gains will lead even the most established brands to fade. Only by坚持守正创新 (adhering to integrity and innovation) can they keep their golden reputation shining brighter.

Innovation aims to revitalize familiar flavors and integrate them into more people’s lives. In the future, only by accurately capturing the changing needs of young consumers can this intergenerational journey move more steadily and far. (Source: Economic Daily, Author: Mao Tonghui)

(China Economic Net)