The Ministry of Commerce, the Ministry of Culture and Tourism, the State Administration of Market Supervision and Administration, the State Administration of Cultural Relics and the State Intellectual Property Office jointly issued the Administrative Measures for the Demonstration and Establishment of Chinese Time-honored Brands recently, releasing positive signals to promote the innovation and development of time-honored brands and promote brand consumption. The Measures for the Administration of the Demonstration and Establishment of Chinese Time-honored Brands adhere to the principle of attaching equal importance to historical tradition and demonstration and guidance, protecting and promoting and standardizing management, focusing on giving full play to the exemplary and leading role of time-honored brands in consumption promotion, industrial upgrading, cultural guidance, national self-confidence and other aspects, and making clear provisions and requirements for the overall requirements, basic conditions, declaration and identification, dynamic management and other contents of the demonstration and establishment of Chinese Time-honored Brands. "Time-honored brands are closely related to people's lives, and are an important entry point for us to do a good job of recovering and expanding consumption." Sheng Qiuping, Vice Minister of the Ministry of Commerce, said at a special press conference held by the Ministry of Commerce on February 1, that this year's Spring Festival holiday, online consumption of time-honored brands maintained a relatively rapid growth rate, with food and beverage takeaway consumption increasing by 13.5% year on year, and driving the sales of key retail enterprises monitored by the Ministry of Commerce to increase by 6.8% year on year, It has become a bright spot in the consumer market. The Measures for the Administration of the Establishment of the Demonstration of Chinese Time-honored Brands propose to establish a dynamic management mechanism of "entry and exit", constantly improve the list of Chinese Time-honored Brands, promote Chinese Time-honored Brands to comply with the market mechanism, adhere to the principle of innovation and development, lead and drive more market entities to achieve high-quality development, strive to boost development confidence, accelerate brand cultivation and development, promote the formation of a strong domestic market, and better meet the needs of the people for a better life. Sheng Qiuping said that on the basis of the introduction of the Administrative Measures for the Establishment of the Demonstration of Chinese Time-honored Brands, a series of supporting measures will be issued with relevant departments to gather all forces of society and further improve the cultural connotation and supply quality of time-honored brands. We will continue to run the "time-honored carnival", promote the holding of time-honored expositions, focus on traditional festivals, coordinate online and offline, and promote time-honored brands to enter thousands of households and people's lives. "Consumption is the ultimate demand and an important driving force for economic growth." Sheng Qiuping said that the Ministry of Commerce will resolutely implement the "priority of recovering and expanding consumption" proposed by the Central Economic Work Conference, activate the holiday consumption market, expand offline consumption scenarios, explore the development of live e-commerce, and create more new consumption scenarios. (Xinhua News Agency)