From the creation of new traffic IP stores, to the launch of new products at international exhibitions, and to the integration of cultural and business travel into new formats, the full chain "launch economy" generated based on the debut and exhibition of the first store is becoming the "locomotive" driving market consumption, reflecting the strong vitality of the Chinese economy. This year's Government Work Report has placed "vigorously boosting consumption, improving investment efficiency, and expanding domestic demand in all aspects" as the top priority of the government's work tasks for 2025. Further tapping into the potential for consumption upgrading, creating new consumer demand with high-quality supply, comprehensively promoting consumption expansion, quality improvement, and efficiency enhancement, has become the key to expanding domestic demand and promoting industrial innovation and upgrading. As a "golden signboard" representing high-quality consumer supply, time-honored brands are not only a historical witness to the commercial civilization of the Chinese nation, but also an important carrier for the integration of traditional culture and modern consumption. They are also a driving force for cultivating and strengthening new growth points in consumption, leading consumption to boost and stabilize growth. According to data from the Ministry of Commerce, in 2024, a total of 347 "Time honored Brand Carnival" special events were held across the country, driving online and offline sales of 21.74 billion yuan. The number of Chinese time-honored brand stores on major e-commerce platforms is nearly 60000, achieving sales of nearly 90 billion yuan, a year-on-year increase of 10.9%. With the acceleration of transformation and upgrading of time-honored brands, more and more of them are using "domestic trendy products" as a medium to promote product iteration and updates, making their debut in the first store and exhibition, sparking a new consumption trend that blends tradition and modernity. In fact, under the guidance of relevant policies, the pace of innovation and transformation of time-honored brands has been accelerating in recent years. The opinions on promoting the innovative development of time-honored brands and the notice on strengthening the linkage between time-honored brands and historical and cultural resources to promote brand consumption have been successively issued, making arrangements for the innovative development of time-honored brands. In 2024, relevant departments will work together with online platforms to launch the "Heartbeat Time honored Brands · Renewal Plan", which includes various powerful measures such as free operation support, the establishment of a "Time honored Brand Recommendation Officer" team, online and offline activities, product rights certification, and public welfare subsidies, to help old brands regain new vitality. The advantages and confidence of time-honored brands lie in their "old" status, but their future and prospects lie in their "new" status. As an important carrier of urban commerce and the inheritance of excellent traditional Chinese culture, time-honored brands are synonymous with emotions, nostalgic memories, and smoke and fire, showcasing the intergenerational inheritance of unique products, exquisite skills, and business concepts. However, as time goes by, the market is changing, and the audience and demand are also changing. Today, especially for the young consumer group, in order for old brands to "turn red", they not only need to "rely on the old" but also "sell the new". The so-called reliance on the elderly relies on effectively exploring brand value, telling brand stories well, adhering to traditional core skills and craftsmanship spirit, and preserving the old charm and taste of "warm thoughts". The so-called 'selling new' means constantly innovating, actively embracing the digital wave, strengthening cross-border integration and linkage, reshaping new images and empowering new values with modern new technologies and designs, creating distinctive new formats and consumption scenarios, thus embodying the 'youthful state' of elderly care brand names and continuing to write the 'timeless legend'. Currently, new forms and models of consumption are driving the transformation of consumption structure towards diversification and quality. The revitalization of old brands should pay more attention to meeting differentiated and personalized needs, and make great efforts to focus on consumer experience, meet consumer willingness, and enhance consumer hierarchy. In the past, mass consumption focused on quality and affordability, emphasizing practicality. Today, people's consumption not only meets material needs, but also pays more attention to the display of quality, aesthetics, experience, and personality, and pursues the satisfaction of emotional value and social attributes. Based on this, some time-honored brands pay more attention to the in-depth excavation of traditional Chinese cultural elements, unlock new China-Chic with "cultural innovation+experience", build a new pattern of "products+services+scenes", and constantly stimulate new consumption momentum. Some time-honored brands also proposed to "keep the classics and become popular online", upgrade the product core with "healthy", reconstruct the brand expression with "China-Chic", focus on cross-border co branding innovation, continue to extend the brand industry chain value chain, and create phenomenal IP blockbusters, which are popular among young people. As a new variable in the consumer market, new consumption relies on the integration of online and offline to create a new experience of "immersive+personalized+social", which conforms to the trend of digital, intelligent, green, and healthy consumption development. It is constantly reshaping the consumer market pattern and exploring new blue oceans of consumption. Especially with the popularity of popular TV dramas, games, anime, and other cultural and creative products, the associated IP reality check-in experience and content "seeding" have become the "traffic password" leading the rapid growth of new consumption. This inspires us to promote the revitalization of old brands, effectively expand new consumption spaces, accelerate the digital transformation of old brands, actively promote co branding, authorization, "networking" and cross-border cooperation, support old brands to organically integrate Chinese excellent traditional culture into product design, try to develop original IP brands, innovate and create new consumption scenarios for derivative products, explore the domestic and international incremental market of "trendy products", enhance the penetration and influence of old brand brands, truly transform "hot traffic" into "regular traffic" and consumption increment, and continuously release the potential of new consumption. (New Society)