Beijing's commerce authority, alongside five other municipal departments, has jointly released a new policy framework titled "Several Measures to Promote the Inheritance and Development of Heritage Brands in the Food and Catering Sector." This initiative introduces 18 specific actions designed to inject fresh momentum into the high-quality growth of time-honored enterprises, covering everything from site preservation and smart upgrades to product innovation and global expansion.
The measures place a strong emphasis on safeguarding the original locations of heritage brand stores, with support provided for protective renovations or restorative construction efforts. For long-standing brands that have experienced operational interruptions but retain significant historical, cultural, and brand value, the policy encourages their revival and prioritizes support for re-establishing stores at or near their original sites, aiming to bring traditional flavors back into the urban landscape.
On the industrial upgrading front, the measures explicitly back heritage food enterprises in establishing smart factories and digital workshops. There is a clear push to advance intelligent and green technological transformations, focusing on enhancing integrated innovation capabilities in areas such as smart design, flexible manufacturing, and supply chain coordination. Additionally, the policy explores ways to leverage artificial intelligence in research and development, design, and production operations, facilitating a deeper fusion between traditional craftsmanship and modern technology.
In response to evolving consumer market trends, the measures encourage heritage brands to develop dietary products that align with demands for healthier options, a younger aesthetic, and a fashionable appeal, while also upgrading to safer, eco-friendly food packaging. The policy also promotes collaborative product development among heritage brands, creating co-branded items to amplify the combined impact of their brand equity.
To assist these enterprises in going global, Beijing will strengthen training for international operations and enhance coordination between cross-border service institutions and overseas service platforms to streamline the export service chain. Support will be extended to partnerships between cross-border e-commerce platforms and heritage brands, providing access to marketing channels, overseas warehousing, and delivery resources. Furthermore, enterprises are encouraged to register trademarks and patents abroad, pursue product and management system certifications, and proactively align with international market access requirements to bolster their global competitiveness.
Industry experts note that this policy not only focuses on preserving historical roots but also emphasizes digitalization, green development, and internationalization. It provides a systematic framework for Beijing's heritage brands to maintain their core values while innovating, thereby expanding their brand influence on a broader scale.