Digital Transformation Path of China's Time-Honored Brands: A Case Study of Beijing Daoxiangcun Bakery

Zijia Li

Simen Owen Academic Proceedings Series, 2026, vol. 5, 285-293

Abstract: As digital technology fundamentally reshapes the global retail landscape, China's traditional "Time-Honored Brands" face the complex dual challenge of preserving their rich cultural heritage while simultaneously achieving modern operational efficiency. This paper explores the comprehensive digital transformation path of Beijing Daoxiangcun Bakery, a quintessential legacy enterprise originally established in 1895. By employing an in-depth case study methodology, the research systematically identifies critical pre-transformation bottlenecks that have historically hindered growth, including an increasingly aging consumer base, highly fragmented data management systems, and significant supply chain opacity. To address these systemic issues, the study dissects a robust three-dimensional transformation model implemented by the enterprise. First, it examines the rejuvenation of brand identity through innovative digital marketing strategies that capitalize on the rising national trend of cultural pride. Second, it analyzes the seamless integration of an omni-channel retail loop that connects offline physical stores with online e-commerce platforms to enhance customer experience. Third, it evaluates the optimization of back-end logistics and inventory management via artificial intelligence-driven demand forecasting. The empirical findings strongly suggest that a successful digital transition requires a delicate, strategic balance between adopting advanced technological forms and maintaining the core cultural essence of the brand. Ultimately, the strategic framework presented in this study provides a highly reproducible and practical roadmap for other legacy enterprises seeking to leverage modern digital tools, bridge the widening generation gap, and ensure long-term commercial viability and cultural relevance within the highly competitive digital economy.

Keywords: digital transformation; legacy brands; omni-channel retail; brand rejuvenation; retail management (search for similar items in EconPapers)
Date: 2026
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