On November 9, the finals of the 9th National College Students' Innovation and Entrepreneurship Competition on Chinese Time-Honored Brands, along with the launch ceremony for the 10th edition, were held in Beijing. The event was jointly organized by the Special Committee on Time-Honored Brands of the Chinese Society for Business History, Renmin University of China, China Beijing (Haidian) Overseas Scholars Entrepreneurship Park, and the China Academic-Enterprise Collaboration Platform. Centered on the preservation of time-honored brands and intangible cultural heritage, the competition aims to revitalize traditional brands by fostering innovation and youth engagement. A total of 216 student teams from five regional divisions across the country participated. After progressing through preliminary, semi-final, and final rounds, 17 teams advanced to the national finals. One team from the Business School at Beijing Technology and Business University qualified for the finals and was awarded first prize; one submission received the “Outstanding Essay on Time-Honored Brands” award; and Professor Zhang Hao was honored with the title of “Excellent Mentor.”
First Prize Project: “Freshly Prepared, Bold and Spicy — ‘Thai’-Inspired Expansion of Northeastern-Style Hot Pot”
Team Members: Huang Xiang, Zhou Haokang, Li Xiya, Bai Shiyu, Xiao Chengzhi
Supervisors: Zhang Jingyun, Zhang Hao
Project Overview: This project aims to introduce a distinctive regional Chinese culinary tradition—Northeastern-style hot pot—to the Thai market. Centered on the signature flavor of slow-simmered bone broth, the concept preserves the self-service ingredient selection and single-pot cooking model, effectively balancing operational convenience with personalized dining experiences.
Within the context of the Belt and Road Initiative, Southeast Asia has emerged as a key destination for Chinese brands expanding overseas. Despite geographical proximity, significant differences exist between China and Thailand in terms of religious practices, cultural norms, and taste preferences. To navigate the complexities of international market entry, the team developed a targeted localization strategy for the food service model, including culturally adaptive menu design and cross-cultural team management through local hiring. These measures ensure sustainable operations and enhance consumer acceptance. The project offers valuable insights and a replicable framework for Chinese catering enterprises—particularly fast-casual brands—seeking global expansion.
“Beloved Traditions” Outstanding Essay Award: “Ancient City, New Vitality – Revitalizing the Century-Old Yili Brand at Wanping Through a Thematic Concept Store”
Author: Li Xiya
Supervisor: Zhang Jingyun
Abstract of the Award-Winning Work: Commemorating the 80th anniversary of the victory of the Chinese People’s War of Resistance Against Japanese Aggression, the century-old brand Yili launched a thematic concept store—Yili Bread—in Wanping City, Beijing. By integrating innovative spatial design, product development, and experiential engagement, the initiative exemplifies the principle of “preserving heritage while embracing innovation” in revitalizing time-honored brands. Based on field research, this essay examines how the store achieves a strategic balance between cultural continuity—particularly its revolutionary legacy—and contemporary, youth-oriented expression through the implementation of an on-site “front-store, back-factory” baking model, integration of local cultural symbols, and cross-brand collaborations. Finally, from a young consumer perspective, the paper proposes recommendations such as enhancing digital interactivity and establishing integrated networks connecting communities, universities, and tourist sites, offering actionable insights for the sustainable inheritance and modernization of traditional Chinese brands in the new era.
The outstanding performance of students from the Business School at Beijing Technology and Business University in this competition not only highlights their strong extracurricular practical capabilities, but also leaves a meaningful youth imprint on the contemporary transmission of the “red genes” of time-honored brands during the significant historical moment marking the 80th anniversary of the victory of the Chinese People’s War of Resistance Against Japanese Aggression. The participating students actively transcended the theoretical confines of classrooms and laboratories, using experiential learning as a bridge to engage directly with real-world societal contexts. Throughout the development of their projects, they integrated academic foundations in brand management and marketing from the business school curriculum with practical insights from enterprises in areas such as store operations and cultural implementation, achieving effective synergy between academic theory and industry practice. Through sustained collaboration with time-honored brand enterprises, students acquired hands-on competencies in market research and project execution, while gaining deeper insight into the operational realities and innovation challenges faced by traditional brands—ensuring that their outcomes are closely aligned with actual industry needs. These exemplary projects offer diverse, actionable strategies for Chinese time-honored brands to navigate the tension between heritage preservation and innovative development, fostering mutual empowerment between cultural continuity and contemporary innovation. Looking ahead, it is anticipated that more faculty and students at Beijing Technology and Business University will take this competition as a springboard, leveraging university-enterprise partnerships and experiential education as core pathways to further demonstrate the distinctive strengths of the Business School—advancing the preservation of red heritage, revitalizing traditional brands, and contributing dynamic youth-driven momentum to the modern transformation of China’s cultural legacy.
