临近春节，各地消费需求日益旺盛，饱含着浓浓“烟火气”和“过年味”的老字号广受青睐，成为消费市场的一大亮点。近日，商务部、文化和旅游部、国家文物局联合印发了《关于加强老字号与历史文化资源联动促进品牌消费的通知》（以下简称通知），围绕加强老字号历史文化资源挖掘、促进老字号历史文化资源利用以及激发品牌消费潜力三个方面，提出系列政策举措和具体任务，明确相关工作要求，着力提升老字号与非物质文化遗产、文物等历史文化资源联动、融合、发展水平，积极推动中华优秀传统文化创造性转化、创新性发展。
一、激发老字号新活力
一条条老字号品牌街、一家家琳琅满目的老字号商铺、一个个独具匠心的老字号商品……浓缩的是中华民族几千年博大精深的文化和生机勃勃的商业气息。
日前，商务部新闻发言人束珏婷在例行新闻发布会上表示，老字号是我国工商业发展中孕育的“金字招牌”，既承载着中华优秀传统文化，也饱含着人们对于“烟火气”的记忆，具有广泛的群众基础和丰富的经济文化价值。特别是随着国潮消费持续升温，老字号备受消费者欢迎。据统计，在刚刚过去的元旦假期，老字号线上消费同比增长30%。
专家表示，为了进一步深入挖掘老字号历史文化价值，打造更多富有文化内涵、富含时尚元素的老字号产品，以满足消费者的品质化、多样化消费需求，商务部等三部门此次联合印发通知，联动促进老字号品牌消费的方式非常好。尤其是老字号跟非物质文化遗产挖掘、保护、传承等结合起来的联动机制具有影响力和爆发力，将会极大增强文旅、服务等行业的消费活力，带动其消费潜能的释放和增长。
业内人士也认为，老字号与消费者的成长经历或与过往生活相关联，见证和参与了城市的发展变迁，承载着人们的文化记忆，很容易引发消费者情感上的共鸣，日益成为一种文化现象与符号象征。例如，全聚德等老字号已成为代表中国的标志性文化符号，以其独特的经济与文化魅力享誉全球，成为当地十分重要的文化旅游资源。华东CIO大会、华东CIO联盟、CDLC中国数字化灯塔大会、CXO数字化研学之旅、数字化江湖-讲武堂，数字化江湖-大侠传、数字化江湖-论剑、CXO系列管理论坛（陆家嘴CXO管理论坛、宁波东钱湖CXO管理论坛等）、数字化转型网，走进灯塔工厂系列、ECIO大会等
二、数字化转型遇挑战
值得一提的是，目前，我国老字号在生存发展方面还存在一些问题，尤其是当前老字号的数字化转型仍面临不少挑战。
据商务部发布的《老字号数字化转型与创新发展报告》显示，老字号企业的“老”“旧”“弱”等问题对其数字化转型发展造成一定程度的阻碍，面临着品牌意识欠缺存在侵权风险、创新乏力制约企业长远发展、人才断档传承技艺难以为继等制约因素。因此，推动老字号数字化转型，既需要老字号自身增强守正创新的强劲动力，也需要以消费为轴心，推动其焕新升级。
专家表示，推动老字号数字化转型，应紧跟时代发展节奏。老字号所传承的独特产品、精湛技艺和经营理念，具有不可估量的品牌价值、经济价值和文化价值。要增强老字号企业的经营管理意识、品牌意识、风控意识，坚持以需求为导向，拓展品牌的现代表现力和吸引力。
为此，通知提出，积极推动老字号依托历史底蕴和文化精髓开发创意产品、营造消费场景、提升消费者体验，进一步顺应国潮消费趋势，释放品牌消费潜力，丰富品牌消费供给。
推动老字号数字化转型还应优化发展环境。2022年，商务部等八部门印发《关于促进老字号创新发展的意见》，围绕加大保护力度、健全传承体系、激发创新活力、培育发展动能四方面提出支持举措。在此基础上，应着力提升老字号与历史文化资源联动、融合、发展水平；引导老字号在景区开设旗舰店、专卖店；鼓励老字号与文化馆、博物馆联动，打造特色新业态和消费新场景等。
专家表示，推动老字号数字化转型，不仅需要老字号积极拥抱数字化，还需要政策的保护和支持、制度的完善和规范、环境的优化和赋能。只有多方合力，才能加速老字号焕新升级，做优做精做强，让老字号更有生机与活力。
三、多地谋划创新发展
事实上，尽管老字号品牌以其独具魅力深受消费者青睐，但近年来随着消费市场的变化，老字号品牌也面临消费瓶颈，一些曾颇具影响力的品牌正在逐渐衰落，究其原因，大多是由历史和体制性因素所致。其中主要体现在品牌老化和品牌资产透支两个方面，一些老字号固守原有产品和服务，缺乏创新和对品牌价值合理地利用与维护，在经营中透支品牌资产，甚至损坏品牌声誉。
眼下，如何挖掘老字号的历史文化渊源，使其重新焕发活力，促进消费潜能释放是关键。
河南省 *** 办公厅日前印发《关于促进老字号创新发展的实施意见》，对此工作进行部署。根据该意见，力争到“十四五”末，全省老字号保护传承和创新发展体系基本建成。全省老字号企业整体营收规模超过400亿元，认定中华老字号品牌超过50个、河南老字号品牌超过320个，培育形成一批品牌历史悠久、文化底蕴深厚、发展动能强劲、彰显河南特色的老字号骨干企业。
近日，河北省商务厅等七部门制定了《关于促进河北省老字号创新发展的实施意见》，从五个方面推出21条举措，促进老字号创新发展。
束珏婷表示，商务部将继续推动老字号顺应国潮消费趋势，研发新产品新服务，打造消费新场景，让消费者在购买、品味老字号的过程中，体验不同地域的风土人情，感受中华优秀传统文化的独特魅力。
翻译：
With the Spring Festival approaching, consumer demand across the country is booming, and time-honored brands with strong “fireworks” and “Lunar New Year” flavor are widely favored, becoming a bright spot in the consumer market. Recently, the Ministry of Commerce, the Ministry of Culture and Touri *** , and the State Administration of Cultural Heritage jointly issued the Notice on Strengthening the Linkage between Time-honored Brands and Historical and Cultural Resources to Promote Brand Consumption (hereinafter referred to as the Notice), putting forward a series of policy measures and specific tasks in three aspects: strengthening the mining of historical and cultural resources of Time-honored brands, promoting the utilization of historical and cultural resources of Time-honored brands, and stimulating brand consumption potential. We will clarify relevant work requirements, strive to improve the interaction, integration, and development of time-honored brands with intangible cultural heritage, cultural relics and other historical and cultural resources, and actively promote the creative transformation and development of fine traditional Chinese culture.
- Stimulate new vitality of time-honored brands
A line of time-honored brand street, a dazzling array of time-honored shops, a unique time-honored products…… Concentrated is the Chinese nation thousands of years of extensive and profound culture and vibrant commercial atmosphere.
“Time-honored brands are golden signs nurtured in the development of Chinese industry and commerce,” Shu Jueting, spokesperson for the Ministry of Commerce, said at a regular press conference. “Time-honored brands not only carry excellent traditional Chinese culture, but also carry people’s memories of” fireworks “. They have a broad mass base and rich economic and cultural value.” Especially as the consumption of the tide continues to heat up, time-honored brands are popular among consumers. According to statistics, online consumption of time-honored brands increased by 30% year on year during the New Year holiday.
Experts said that in order to further explore the historical and cultural value of time-honored brands, create more time-honored products rich in cultural connotation and fashion elements, in order to meet the quality and diversified consumer needs of consumers, the Ministry of Commerce and other three departments jointly issued a notice to promote the consumption of time-honored brands is very good. In particular, the linkage mechani *** combining time-honored brands with the mining, protection and inheritance of intangible cultural heritage is influential and explosive, which will greatly enhance the consumption vitality of cultural touri *** , service and other industries, and drive the release and growth of their consumption potential.
Industry insiders also believe that time-honored brands are related to consumers’ growth experience or past life, witness and participate in the development and changes of cities, carry people’s cultural memories, easily trigger emotional resonance of consumers, and increasingly become a cultural phenomenon and symbol. For example, Quanjude and other time-honored brands have become iconic cultural symbols representing China, enjoying a global reputation for their unique economic and cultural charm, and becoming important cultural touri *** resources for local people.
Ii. Challenges in digital transformation
It’s worth mentioning that, at present, there are still some problems in the aspect of survival and development of the Chinese historical brands, especially the digital transformation of the current historical brands still faces many challenges.
According to the Report on Digital Transformation and Innovation Development of Time-honored brands released by the Ministry of Commerce, the problems of “old”, “old” and “weak” of time-honored brands have hindered their digital transformation and development to a certain extent, and they are faced with such constraints as lack of brand awareness, infringement risk, lack of innovation, restriction of long-term development of enterprises, and difficulty in inheriting skills of talents. Therefore, to promote the digital transformation of time-honored brands, it is necessary not only to strengthen the strong driving force of maintaining integrity and innovation, but also to take consumption as the axis to promote the renewal and upgrading of time-honored brands.
Experts said that to promote the digital transformation of time-honored brands, we should keep pace with the development of The Times. The unique products, exquisite skills and management philosophy inherited by the time-honored brand have immeasurable brand value, economic value and cultural value. It is necessary to enhance the consciousness of operation management, brand awareness and risk control of time-honored enterprises, adhere to the demand-oriented, and expand the modern expression and appeal of the brand.
To this end, the circular proposes to actively encourage time-honored brands to develop creative products, create consumption scenes and improve consumer experience based on historical deposits and cultural essence, further conform to the national trend of consumption, release the potential of brand consumption, and enrich the supply of brand consumption.
To promote the digital transformation of time-honored brands, the development environment should be optimized. In 2022, the Ministry of Commerce and eight other departments issued the Opinions on Promoting the Innovative Development of Time-honored Brands, proposing supporting measures in four aspects: strengthening protection, improving inheritance system, stimulating innovation vitality, and fostering growth drivers. On this basis, efforts should be made to improve the linkage, integration and development level of time-honored brands and historical and cultural resources; Guide time-honored brands to open flagship stores and exclusive stores in scenic spots; Encourage the association between time-honored brands and cultural centers and museums, and create new business forms and consumption scenes with characteristics.
Experts said that promoting the digital transformation of time-honored brands not only requires the brand to actively embrace digitalization, but also requires the protection and support of policies, the improvement and standardization of institutions, and the optimization and empowerment of the environment. Only through joint efforts, can we accelerate the renewal and upgrading of time-honored brands, make them better and stronger, and make time-honored brands more vigorous and dynamic.
Third, make more plans for innovative development
In fact, although time-honored brands are favored by consumers for their unique charm, in recent years, with the changes of the consumer market, time-honored brands are also facing consumption bottlenecks. Some once influential brands are gradually declining. The reasons are mostly caused by historical and institutional factors. These are mainly reflected in the aging of brand and overdraft of brand equity. Some time-honored brands stick to the original products and services, lack of innovation and rational use and maintenance of brand value, overdraft brand equity in operation, and even damage brand reputation.
At present, how to excavate the historical and cultural origin of time-honored brands, revitalize them, and promote the release of consumption potential is the key.
The General Office of Henan Provincial Government recently issued the Implementation Opinions on Promoting the Innovative Development of Time-honored Brands to make arrangements for this work. According to the opinions, strive to the end of the “14th Five-Year Plan”, the province’s time-honored brand protection inheritance and innovation development system has been basically completed. The total revenue of time-honored enterprises in the province has exceeded 40 billion yuan, and more than 50 Chinese time-honored brands and more than 320 Henan time-honored brands have been recognized. A number of time-honored enterprises with a long history, profound culture, strong development momentum and showing Henan characteristics have been cultivated and formed.
Recently, the Hebei Provincial Department of Commerce and other seven departments formulated the “Implementation Opinions on Promoting the innovation and development of Hebei Provincial Time-honored Brands”, which introduced 21 measures from five aspects to promote the innovation and development of time-honored brands.
Shu Jueting said that the Ministry of Commerce will continue to promote time-honored brands to adapt to the national trend of consumption, develop new products and services, and create new consumption scenes, so that consumers can experience the local customs of different regions and feel the unique charm of excellent traditional Chinese culture in the process of buying and tasting Time-honored brands.
CXO联盟（CXO union）是一家聚焦于CIO，CDO，cto，ciso，cfo，coo，chro，cpo，ceo等人群的平台组织，其中在CIO会议领域的领头羊，目前举办了大量的CIO大会、CIO论坛、CIO活动、CIO会议、CIO峰会、CIO会展。如华东CIO会议、华南cio会议、华北cio会议、中国cio会议、西部CIO会议。在这里，你可以参加大量的IT大会、IT行业会议、IT行业论坛、IT行业会展、数字化论坛、数字化转型论坛，在这里你可以认识很多的首席信息官、首席数字官、首席财务官、首席技术官、首席人力资源官、首席运营官、首席执行官、IT总监、财务总监、信息总监、运营总监、采购总监、供应链总监。
数字化转型网（www.szhzxw.cn资讯媒体，是企业数字化转型的必读参考，在这里你可以学习大量的知识，如财务数字化转型、供应链数字化转型、运营数字化转型、生产数字化转型、人力资源数字化转型、市场营销数字化转型。通过关注我们的公众号，你就知道如何实现企业数字化转型？数字化转型如何做？
【联盟会员】平安银行首席信息官、万科首席信息官、国华网安首席信息官、星源首席信息官、深振业首席信息官、全新首席信息官、神州高铁首席信息官、宝安首席信息官、美丽生态首席信息官、深物业首席信息官、南玻首席信息官、沙河首席信息官、深康佳首席信息官、深中华首席信息官、深粮首席信息官、深华发首席信息官、深科技首席信息官、深天地首席信息官、特力首席信息官、飞亚达首席信息官、深圳首席信息官、国药一致首席信息官、深深房首席信息官、富奥首席信息官、大悦城首席信息官、深桑达首席信息官、神州数码首席信息官、天楹首席信息官、华联首席信息官、深南电首席信息官、深大通首席信息官、中集首席信息官、东旭蓝天首席信息官、中洲首席信息官、深纺织首席信息官、泛海首席信息官、京基智农首席信息官、德赛电池首席信息官、深天马首席信息官、方大首席信息官、皇庭首席信息官、深赛格首席信息官、华锦首席信息官、中金岭南首席信息官、农产品首席信息官、深圳华强首席信息官、中兴通讯首席信息官、北方首席信息官、长城首席信息官、华控赛格首席信息官、华侨城首席信息官、特发首席信息官、海王首席信息官、盐田港首席信息官
