The time-honored brand has high economic and cultural value, and is a valuable independent brand. Not long ago, the Ministry of Commerce and other five departments jointly issued the Administrative Measures for the Demonstration and Establishment of Chinese Time-honored Brands, releasing a positive signal to promote the innovation and development of time-honored brands and promote brand consumption. Consumption is the ultimate demand and an important driving force of economic growth. At present, time-honored brands are widely distributed in food processing, catering and accommodation, residential services and other fields. The annual operating income of time-honored brands nationwide exceeds 2 trillion yuan. This year's Spring Festival holiday, the take-out consumption of time-honored restaurants increased by 13.5% year on year, driving the sales of key retail enterprises monitored by the Ministry of Commerce to increase by 6.8% year on year. It can be said that polishing the "golden signboard" of time-honored brands not only plays an important role in boosting consumption capacity, improving consumption conditions, and innovating consumption scenarios, but also helps to organically combine expanding consumption with improving people's quality of life. The Outline of the Strategic Plan for Expanding Domestic Demand (2022-2035) clearly states that "to build Chinese brands, cultivate and develop Chinese time-honored brands and characteristic traditional cultural brands." On this basis, the Measures have made clear provisions and requirements for the overall requirements, basic conditions, declaration and identification, and dynamic management of the demonstration establishment, providing important policy guidance for promoting the high-quality development of time-honored brands. Innovation is development, and innovation is the future. The advantage of time-honored brands lies in "old", and the way out lies in integrity and innovation. Only by following the trend of consumption upgrading, accelerating innovation and development, and constantly improving the operating efficiency and management level of time-honored brands can we better meet the needs of the people for a better life. Nowadays, more and more time-honored brands are taking advantage of new platforms and technologies to radiate new vitality. According to the data of e-commerce platform, the search volume of the keyword "elderly goods" increased by 120% during the Spring Festival. In order to better realize the scale development, some time-honored enterprises introduce external forces, improve the modern enterprise system, and make use of the multi-level capital market to become bigger and stronger. Set the tone of mass recognition and market recognition. Time-honored brands have innovatively told brand stories and fought against the blue ocean of the market. They have opened up new fields and new tracks, and created new momentum and new advantages. Strong quality means strong brand and strong enterprise. The product quality of time-honored brands largely determines the brand competitiveness. On the small-capacity preparation production line A of Northeast Pharmaceutical 102 Branch, all drugs should go through the process of "photo taking", infrared detection, high-voltage discharge leak detection, etc; Shanghai Huangpu District integrates elements and resources such as metrology, certification and accreditation, inspection and testing, quality management, brand, trademark, intellectual property, etc., to provide quality infrastructure "one-stop" services for time-honored enterprises such as Laofengxiang. Local practices have shown that promoting the sustained growth of time-honored brands and improving the quality of products and services are the key. After the promulgation of the Measures, the relevant departments said that they would vigorously promote time-honored enterprises to build a new quality management system with all staff, all elements, all processes and all data, and guide time-honored enterprises to actively carry out quality improvement actions. Only by focusing on standard guidance, strengthening total quality management, and strengthening quality supervision and law enforcement, can we promote the sustainable development of the brand with quality leap, and create more Chinese boutiques and "century-old stores". Time-honored brands carry rich memories of life and culture