On April 24th, the Business School organized a campus-industry integration event for the Marketing Program of the Management Department. Liu Jian, Assistant General Manager of Juedu Huantian and Secretary of Beijing Hongbinlou Catering Co., Ltd., was invited to give a lecture titled "Marketing Practices and Effects of Time-Honored Restaurant Brands: Case Studies of Liuquanjü and Hongbinlou."

First, Mr. Liu introduced the Juedu Huantian Group and the overview of its several time-honored brands. Liuquanjü and Hongbinlou are both part of the Juedu Huantian Catering Group. Liuquanjü specializes in Beijing and Shandong cuisine and has a history of 457 years, while Hongbinlou, known as "Beijing's First Halal Restaurant," has been around for over 170 years.

Next, Mr. Liu focused on Liuquanjü's recent strategies for flexible operations that are closely aligned with the community and their operational results. He discussed the "Five Projects" (Image Project, Focus Project, Affordable Pricing Project, Sales Expansion Project, and Unity Project), outlining specific measures for takeaway marketing in an engaging and interesting manner. Drawing from Liuquanjü's practices, Mr. Liu also shared recent innovative approaches and marketing challenges faced by Hongbinlou.

Finally, the attending faculty and students engaged in extensive discussions on future marketing strategies for time-honored restaurant brands. They advocated for fully leveraging the opportunities provided by digitalization, exploring and experimenting in areas such as precise community service, cultural marketing, and cultural and creative product design. The aim is to revitalize time-honored brands and contribute to the prosperity of consumption in the capital.

The lecture further advanced campus-industry integration and provided new ideas and directions for time-honored restaurant brands in the new consumption environment. The Business School will continue to focus on developing an international consumer hub and cultivating innovative, versatile talents in the field of business digitalization.