In the context of comprehensively building a new consumption pattern, time-honored brands have become an important force in creating unique innovative consumption scenarios and deeply exploring consumption potential. On September 14, as part of the Deep Blue Think Tank annual forum series, the "2025 Search for Time-honored Brand Consumption Power" salon themed on "Finding the Consumption Power of Time-honored Brands" was held during the China International Fair for Trade in Services. This salon focused on discussing how time-honored brands can achieve brand rejuvenation, fashionization, and internationalization through innovation while protecting and inheriting traditional culture, leading new trends in national tide consumption. The salon was guided by the Beijing Municipal Bureau of Commerce, hosted by Beijing Old Brand Association, with Deep Blue Media Think Tank serving as the think tank platform.
Beijing's intensively issued policies on museum city construction, cultural confidence enhancement, and consumption promotion have become focal points, with how time-honored brand museums can assist urban cultural construction and consumption innovation becoming a core topic. In the roundtable dialogue session themed "Innovation Consumption Codes of Time-honored Brand Museums," Yang Na, Vice General Manager of Beijing Caishikou Department Store Co.,Ltd. and Deputy Director of Caibai Gold and Jewelry Museum, stated that Caibai integrates culture and commerce through a "museum-store combination" model, achieving bidirectional empowerment through multi-dimensional innovation.
The Caibai Gold and Jewelry Museum successfully applied for approval in 2020 under the policy background of museum city construction, and added a branch in Xiangyun Town, Shunyi this April, forming a "main museum + branch museum" linkage pattern. The unique "museum-store combination" model has become a differentiating highlight, allowing consumers to experience immersive sales scenarios while listening to jewelry culture explanations, achieving seamless connection between "cultural experience + consumption scenarios."
Facing the bidirectional empowerment needs of consumption innovation and museum operations, Yang Na stated that Caibai has constructed a "channel + technology" dual-drive model. Channel innovation adopts a "2+N" offline layout, with the main museum at Guanganmen Inner and the Xiangyun Town branch as cores, relying on over 70 chain stores in Beijing and more than 100 direct outlets in Beijing-Tianjin-Hebei region and Xi'an, transporting cultural resources to consumption terminals through "mobile museums." Online, leveraging the advantages of e-commerce subsidiaries and Beijing's first batch of e-commerce live streaming bases, they create "cloud classrooms" to promote consumer conversion from "understanding culture" to "loving products" to "completing purchases." Previously, they won Beijing's Cultural Consumption Power Gold List based on their effectiveness in promoting consumption through culture.
Currently, Beijing is making full efforts to create new landmarks for integrated cultural-commercial-tourism-sports consumption. The practice of Caibai Gold and Jewelry Museum provides a feasible path of "culture empowering commerce, commerce nurturing culture" for time-honored brand museums, and injects vibrant commercial cultural force into the construction of a museum city.
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