140岁“月饼泰斗”活化记——广州国资集团再造中华老字号“陶陶居”的调查报告

The revitalization of 140 years old Moon Cake giant

陶陶居始创于1880年,是中华老字号,也是广东省和广州市著名商标,一度被誉为“月饼泰斗”,曾以岭南茶居独特的文化韵味和风格,吸引无数文人墨客慕名而来,不吝赞美。如今,陶陶居、莲香楼、泮溪酒家、北园酒家等10多个历史悠久的餐饮品牌(其中3个为中华老字号)均隶属于广州国有资产管理集团有限公司。在广州市国资委指导支持下,近年来,广州国资集团以保护传承老字号为根本,先行先试,探索出一条可复制、可推广、可移植的老字号品牌激活孵化新路径,实现了“陶陶居”等老字号“品牌再造”,价值倍增,成功活化。

E-commerce platform sales continued to grow at a compound growth rate of 50%for 6 consecutive years;offline stores opened from one place to the whole country,from 1 to 17,and seasonal partner enterprises exceeded 100;brand value jumped from 585,000 yuan To 52.215 million yuan,an increase of 88.3 times;sales revenue increased by 18 times,assets increased by 7.6 times,and profits went from a loss of 100,000 yuan to a profit of 15.04 million yuan.