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        首頁| 滾動| 國內| 國際| 軍事| 社會| 財經| 產經| 房產| 金融| 證券| 汽車| I T| 能源| 港澳| 臺灣| 華人| 僑網| 經緯
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        跨界、體驗店、觸網 “國民老品牌”這樣發新枝

        2019年06月10日 08:39 來源:新華網 參與互動 

          跨界、體驗店、“觸網”——“國民老品牌”這樣發新枝

          新華社上海6月10日電 題:跨界、體驗店、“觸網”——“國民老品牌”這樣發新枝

          新華社記者周蕊、龔雯

          和潮流品牌一起合作推出跨界商品、推出體驗店業態、主動“觸網”,主動向年輕消費者靠攏的“國民老品牌”,正在獲得越來越多生機。

          此前跨界推出潤唇膏大獲好評的國民奶糖大白兔近期再次“出擊”,推出了一系列明星跨界產品——在天貓上首發與氣味圖書館跨界的快樂童年香氛系列產品,推出香水、沐浴乳、身體乳、護手霜、香薰等,還在上海的線下實體店開始銷售大白兔系列創意設計產品。

          在天貓上開售10分鐘就賣出14000余件香氛系列產品,線下的大白兔一樣受到了消費者的歡迎。記者在位于上海馬當路的凱德晶萃廣場看到,這里正在舉行大白兔60周年巡展活動,除了日常可見的大白兔奶糖,大白兔的“粉絲”還能在這里買到許多周邊產品,比如大白兔樣式的冰箱貼、胸針、抱枕。

          “好萌好可愛,忍不住多買兩個。”端午假期特地帶孩子一起前來體驗“大白兔式童年”的上海市民戴女士說。

          8日,有110年歷史的“中華老字號”喬家柵在上海的黃金地段開出了一家頗為新潮的體驗中心。

          在銷售產品和展示歷史的同時,這里特地設立了專門的區域,用于新品開發、產品定制、非遺技藝傳承和開展各類中華飲食文化交流活動。喬家柵糕點制作非物質文化遺產第三代傳人袁金娣領銜的特級點心師團隊在現場的非遺工作室內為大家展示、教授各種中式糕點的制作工藝,傳承延續中華傳統飲食文化內涵。

          “2018年實現了6000萬元的銷售額,我們今年銷售將突破1億元。”上海新路達商業集團有限公司副總經理陳黎驊說,根據規劃,在接下來的三年內,喬家柵將從目前的29家擴張到100家門店,重點拓展社區體驗店以及在知名商圈里的柜臺形式,實現銷量翻兩番的目標。

          老干媽衛衣、六神雞尾酒、冷酸靈火鍋牙膏……近段時間以來,老字號的“觸網”步伐加快。

          淘寶非遺負責人陳銀介紹,目前,在商務部認定的1128家“中華老字號”企業中,有超過7成“老字號”在淘寶、天貓開店。近一年,在天貓購買不少于3個“中華老字號”的消費者已經超過1000萬,“90后”買家高達320萬。阿里巴巴上月發布的新國貨計劃還將幫助200個“老字號”實現年銷售過億元的目標。

        【編輯:張燕玲】
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