Wufangzhai Food welcomed the first virtual spokesperson, Neiliansheng Shoes Store opened live broadcast "Bring Goods", Guangzhou Restaurant and video website cooperated to shoot food documentaries... A number of old domestic brands frequently "play" new tricks in Internet marketing, winning more consumers' favor, and realizing the rapid growth of traffic and sales. In the trend of using the Internet to accelerate transformation and innovation, how can old brands complete the iteration of "rejuvenation" to meet new consumer needs? "Rely on the old to sell the new", and start again with the old brand. "When I was young, my family used the hair conditioner of bee flower." When Yuxin, 95, who lives in Fengtai District, Beijing, was shopping for cleaning products on the supermarket shelves, she chose the Chinese brand Bee Flower at a glance. "For so many years, the price of this package has not risen much." Yuxin thinks that using honeybee products, whether it is the use experience or the "friendly" price, has a feeling of returning to the past. There are not a few netizens who feel the same way with Yuxin. Entries such as "Bee Blossom only rose 2 yuan in 10 years" have been popular on microblogs, arousing many people's old memories of this old brand cleaning product. For a while, netizens swarmed into the live broadcasting rooms of e-commerce on multiple platforms. In the online shop of Bee Blossom, it is not difficult for consumers to find some products that meet the emerging needs of hair loss prevention and fluffy hair. Focusing on the production materials, production process and use methods of new products, Bee Flower has also produced and released a series of short videos on platforms such as Tiktok, to directly address the young generation's consumption demands such as attaching importance to ingredient safety and pursuing cost performance. Experts believe that, as the younger generation gradually becomes the main consumer group, more and more old brands with nostalgia attribute return to the consumer's vision through "emotional marketing", which not only narrows the psychological distance with consumers, but also attracts consumers to pay attention to their own product innovation and stimulate the vitality of brand product iteration. Fancy cross-border, out of the circle and into the "Smell Library" store in Chaoyang Joy City, Beijing. The reporter saw that there was a familiar "rabbit" on the fragrance bottle placed in a prominent position. Ms. Gu, who was testing the fragrance in front of the shelf, told the reporter that she had bought back this white rabbit milk candy and the milk candy flavor fragrance jointly launched by the Smell Library many times. "Sweetie, you will smell better!" Ms. Gu said. A classic milk candy bearing many people's childhood memories, it has now evolved into a variety of innovative products such as ice cream, milk, lipstick, pillow, etc. through the development of derivatives, co branding, authorized IP and other ways, extending the sweetness of memory to more corners of people's daily life. "The cross-border innovation of time-honored brands is conducive to opening up new consumer markets." Zhao Ping, vice president of CCPIT Research Institute, said, for example, Wu Yutai sells green tea ice cream and Tongrentang sells traditional Chinese medicine coffee, which enables consumers loyal to these old brands to expand their consumption field and make the brand itself more vigorous. However, not all cross-border attempts will be accepted by consumers according to their orders. Some "forced bundling" joint names, whose gimmicks are more than the essence, can only get a temporary heat, and sometimes even consume consumers' good feelings for the brand. How can old brands cross the border and become outstanding? Yang Yueming, Professor of the Institute of Cultural Innovation and Communication, Beijing Normal University