Time-honored brands win hearts of young consumers through innovation

A consumer shows wine she has bought at a time-honored wine store in Suzhou, east China's Jiangsu Province. (People's Daily Online/Wang Jiankang)

Once considered products for older generations, time-honored brands are winning over young consumers with fresh new looks and fueling the rise of "guochao," also known as Chinese trends or "China chic."

While upholding their reputation for quality, many time-honored brands are embracing younger, trendier vibes, leveraging new technologies, materials, and creative ideas to drive innovation and attract young consumers. According to an annual report on time-honored brands released by video-sharing platform Douyin, those born in the 1990s now make up the largest customer base for time-honored brands.

Young consumers embrace cultural identity through time-honored brands

Why are young people falling in love with time-honored brands? Surveys show that cost-effectiveness is a key factor.

Xiao Jialu, a university student in Hangzhou, east China's Zhejiang Province, recently bought several time-honored cosmetics.

"I used to think that these were products for my mom, or even grandma when they were young. But after seeing lots of influencers recommend them on Xiaohongshu, or rednote, I got curious and tried a few. I was pleasantly surprised and now plan to recommend them to friends," she said. Xiaohongshu is a Chinese lifestyle app.

People enjoy roast ducks in a restaurant of "Quanjude", a time-honored brand for Peking duck in Beijing. (Xinhua/Li Xin)

Dong Yinmao, director of the Chinese Cosmetic Research Center at Beijing Technology and Business University, said that many time-honored cosmetics brands have embraced bold marketing tactics, and their cost-effectiveness and user-friendly experience have made them a go-to choice for young consumers.

Meanwhile, the appeal of traditional Chinese culture is resonating with younger generations, driving emotional connection and a willingness to support domestic brands. For many, it's a way to express a love for life and their personalized needs.

With the rise of new Chinese-style clothing, young people are excited about combining tradition with modern flair, said Kang Hai, assistant to the general manager of Chinese silk brand Refosian. In recent years, Refosian has broadened its silk-based product lines, offering young consumers more ways to explore traditional Chinese clothing culture and craftsmanship.

A report by the Institute of Sociology, Chinese Academy of Social Sciences shows that those born in the 1990s and 2000s exhibit the strongest cultural identity and confidence in cultural development among all age groups.

Time-honored brands find new direction

In recent years, many traditional brands have embraced bold innovation to attract young consumers, launching stylish and trend-driven products in step with the rising "guochao" consumption trend.

At a "store zero" of Daoxiangcun, a traditional Chinese bakery brand, in Beijing's Chaoyang district, which focuses on the theme of the 24 solar terms, pastries and themed decor draw crowds of young people eager to snap photos and share their visits online. "Store zero" is a place to begin afresh with surprising new products.

Customers choose clothes at Laomeihua, a century-old brand famous for its handmade shoes and clothes, in north China's Tianjin Municipality. (Xinhua/Zhao Zishuo)

"The seasonal themes are creative, and the pastries are both visually appealing and delicious, just right for young people looking for trendy spots," said a tourist surnamed Zhang from Wuhan in central China's Hubei Province.

Beyond new products, young consumers also value fresh experiences, pushing time-honored brands to upgrade their environments.

"Who knew Daoxiangcun's 'store zero' themed on treasure hunt would be so fun?" wrote lifestyle blogger Wang Xiaohua on Xiaohongshu. She recently took part in the store's interactive treasure hunt. What left the biggest impression was a blind-box pastry activity. "I peeled away the pink-and-white crust with a small wooden fork, and then removed a layer of rice paper to reveal a delicate, bronze-style pastry. It felt like a mini archaeological dig," she said.

"Young people love time-honored brands not just for the products, but for the emotional value they bring," said Cao Siyuan, a project manager for Daoxiangcun's "store zero" project. Cao said that as the market evolves and consumers change, traditional pastry brands must preserve heritage while continuing to innovate.

Zhang Lijun, vice president of the China General Chamber of Commerce, said time-honored brands are placing a greater emphasis on cultural heritage, focusing more on serving everyday needs, and playing a stronger role in setting industry benchmarks.

Time-honored brands tap into new consumer markets

In the digital era, many time-honored brands are revamping their marketing to appeal to young consumers and tap into new consumer markets.

"We want to connect with young consumers and show them the charm of Chinese brands," said Zhang Qian, head of e-commerce at Seagull, a time-honored watch brand. The brand has expanded into short-video and livestreaming platforms, tailoring its product offerings to fit each platform.

A salesperson sells braised ducks during a livestream session held by a food company in the Xiangjiadang Agricultural Processing Park in Nanhu district, Jiaxing city, east China's Zhejiang Province. (Xinhua/Xu Yu)

Seagull has connected with young consumers through livestreaming. In 2024, the number of people under 30 buying Seagull on e-commerce platforms jumped 40 percent year on year. Today, the brand's core online customer base is between 25 and 45 years old, helping boost overall sales by more than 30 percent year on year.

Other brands are moving quickly to embrace short-video platforms. By telling their stories and showcasing traditional craftsmanship, they're building stronger ties with young consumers.

Wang Dingxiao, head of marketing for Douyin's life services business, said over the past year, video posts from time-honored brands on Douyin rose 99 percent year on year, with total views hitting 490.6 billion. Searches for time-honored brands reached 17 million, up 217 percent from the previous year.

A worker makes traditional mooncakes in the workshop of Anhui Linchunhe Food Co., Ltd. in Bowang town, Ma'anshan city, east China's Anhui Province. (People's Daily Online/Wang Wensheng)

According to an official from the Ministry of Finance, emerging ideas and shifting demands are driving new consumption models and cross-sector retail experiences. To better serve young consumers, efforts should be made to improve service systems, promote innovation in retail settings, and increase the supply of high-quality products to unlock their diverse and evolving spending potential.