<div id="readability-page-1"><div>■飞鸽：“换新羽” 的自行车 走进天津市飞鸽集团有限公司的展厅，几辆黑亮的老式 “飞鸽” 牌自行车静静伫立。它们是新中国第一辆自行车的见证者，也曾作为国礼跨越大洋。<figure><img src="https://imageproxy.pbkrs.com/https://inews.gtimg.com/om_bt/OZc2NXu3etUQAyLz_0WGoQkWKIi1GldYnntbeFX3pI7XMAA/641?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" width="960" height="540" original-src="https://imageproxy.pbkrs.com/https://inews.gtimg.com/om_bt/OZc2NXu3etUQAyLz_0WGoQkWKIi1GldYnntbeFX3pI7XMAA/641"/></figure> 进入 20 世纪 90 年代，民营企业如雨后春笋般涌现，“小而专” 的民营自行车厂灵活崛起，飞鸽未能及时适应市场变化，成本倒挂、人才流失，在变革中，飞鸽 “折翼” 跌落。<figure><img src="https://imageproxy.pbkrs.com/https://inews.gtimg.com/om_bt/OgBY28A90z1VuMlnw99X_nSav2ABqKlHPbYA88Z_0XoigAA/641?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" width="960" height="540" original-src="https://imageproxy.pbkrs.com/https://inews.gtimg.com/om_bt/OgBY28A90z1VuMlnw99X_nSav2ABqKlHPbYA88Z_0XoigAA/641"/></figure> 针对传统老字号历史包袱沉重的困境，天津渤轻集团组建了飞鸽车业等一系列老字号发展新平台，采用轻资产运营模式，聚焦品牌运营，带动研发、生产、销售，激发老字号新活力。<figure><img src="https://imageproxy.pbkrs.com/https://inews.gtimg.com/om_bt/OvUh8xQNO6vEG-z-MsNzu38z7YFZRQn9o9tbXy3PQITqMAA/641?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" width="960" height="540" original-src="https://imageproxy.pbkrs.com/https://inews.gtimg.com/om_bt/OvUh8xQNO6vEG-z-MsNzu38z7YFZRQn9o9tbXy3PQITqMAA/641"/></figure> 通过加大研发投入，飞鸽在山地车、公路车等领域推出多款 “含新量” 满满的新产品，2025 年实现销售收入同比增长近四成，年销售量达到 450 万辆。<figure><img src="https://imageproxy.pbkrs.com/https://inews.gtimg.com/om_bt/O2C-nzT_1Vd40A74McSHhtgun9fppuASvuKuwpJ6zCIMIAA/641?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" width="960" height="540" original-src="https://imageproxy.pbkrs.com/https://inews.gtimg.com/om_bt/O2C-nzT_1Vd40A74McSHhtgun9fppuASvuKuwpJ6zCIMIAA/641"/></figure> ■万紫千红：“重生” 的 “小铁盒” 万紫千红——天津走出的中华老字号。打开这枚印满繁花的小铁盒，面霜雪白，香气扑鼻。这一抹香，曾滋润了几代人的青春。<figure><img src="https://imageproxy.pbkrs.com/https://inews.gtimg.com/om_bt/Og4NKCbtojsMx2CPtNZwrwP9MclDJ9pfEalJhave14j-gAA/641?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" width="960" height="540" original-src="https://imageproxy.pbkrs.com/https://inews.gtimg.com/om_bt/Og4NKCbtojsMx2CPtNZwrwP9MclDJ9pfEalJhave14j-gAA/641"/></figure> 老字号因 “老” 而珍贵，也曾因 “老” 而步履沉重。20 世纪 90 年代以后，外资品牌涌入，消费群体在变，产品却还是老样子，包装也显得 “土气”。万紫千红，一度跌入了谷底。<figure><img src="https://imageproxy.pbkrs.com/https://inews.gtimg.com/om_bt/OOaxHGXDFXvzcyq1lvn-AQQ0m_tbP8_drkLYF5rs2JL34AA/641?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" width="960" height="540" original-src="https://imageproxy.pbkrs.com/https://inews.gtimg.com/om_bt/OOaxHGXDFXvzcyq1lvn-AQQ0m_tbP8_drkLYF5rs2JL34AA/641"/></figure> 2023 年，天津渤轻集团做出一个关键决策：成立独立运营公司，专门负责万紫千红的振兴工作。 转折也发生在那一年，一场直播让这个小铁盒上了网。乘着国货的热潮，万紫千红回来了。但真正让产品 “焕新” 的，还是产品本身。<figure><img src="https://imageproxy.pbkrs.com/https://inews.gtimg.com/om_bt/O5PcRGO_AYVxYgWS_aQ_hA_xn0hsfDTEOfrGYRM3B3DXoAA/641?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" width="960" height="540" original-src="https://imageproxy.pbkrs.com/https://inews.gtimg.com/om_bt/O5PcRGO_AYVxYgWS_aQ_hA_xn0hsfDTEOfrGYRM3B3DXoAA/641"/></figure> 除经典香型，企业根据网友投票，把中国传统文化融入产品。十几款中式香型护肤新品一一推向市场，“听劝” 的万紫千红，很快被消费者认可。<figure><img src="https://imageproxy.pbkrs.com/https://inews.gtimg.com/om_bt/OKVSOh3Q_gNDP3A7U76rjIIb-HNnYAcbMm14QKZTptSusAA/641?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" width="960" height="540" original-src="https://imageproxy.pbkrs.com/https://inews.gtimg.com/om_bt/OKVSOh3Q_gNDP3A7U76rjIIb-HNnYAcbMm14QKZTptSusAA/641"/></figure> ■海河牛奶：“爱折腾” 的老味道 对很多天津人来说，海河牛奶的味道，是清晨餐桌的日常，也是一座城市的共同记忆。 然而，这家成立于 1957 年的中华老字号曾一度陷入亏损的困境，彼时的海河乳品，战略模糊，人心浮动。<figure><img src="https://imageproxy.pbkrs.com/https://inews.gtimg.com/om_bt/OvdHDXMwB0S3apR5MOX8UYUqLX_h0kGYYBpLoWHvvyurkAA/641?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" width="960" height="540" original-src="https://imageproxy.pbkrs.com/https://inews.gtimg.com/om_bt/OvdHDXMwB0S3apR5MOX8UYUqLX_h0kGYYBpLoWHvvyurkAA/641"/></figure> 2022 年，“85 后” 博士邹旸临危受命。当时，企业里弥漫着 “多一事不如少一事” 的氛围。人浮于事，这是邹旸上任后，遇到的第一道改革难题。<figure><img src="https://imageproxy.pbkrs.com/https://inews.gtimg.com/om_bt/OpHj40b-2rcTwty5oyT6ireIx_yezNzFMZx9Xc1kdI4IoAA/641?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" width="960" height="540" original-src="https://imageproxy.pbkrs.com/https://inews.gtimg.com/om_bt/OpHj40b-2rcTwty5oyT6ireIx_yezNzFMZx9Xc1kdI4IoAA/641"/></figure> 企业推行 “奋斗者模型”，每月召开绩效盘点会，各部门公开述职，工资总额与绩效挂钩，干部选拔向绩效倾斜，内部组织力逐渐形成。<figure><img src="https://imageproxy.pbkrs.com/https://inews.gtimg.com/om_bt/Of2WA9Blx_C_oFdup_p8sjcf7yIEAH7J5PKRRnkB9Nc6kAA/641?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" width="960" height="540" original-src="https://imageproxy.pbkrs.com/https://inews.gtimg.com/om_bt/Of2WA9Blx_C_oFdup_p8sjcf7yIEAH7J5PKRRnkB9Nc6kAA/641"/></figure> 除传统乳制品，企业聚焦年轻消费群体，不仅让牛奶好喝，更要 “好玩”。“煎饼果子”“香菜牛油果”“天津麻花” 等新口味不断出新，引爆年轻人的 “流量话题”。文化与乳品融合，海河花色奶就这样 “闯” 入了年轻人的朋友圈。<figure><img src="https://imageproxy.pbkrs.com/https://inews.gtimg.com/om_bt/OGngwPyrCtIbfRTOf1aGYRg4f3WPbWyYwyXkV9fRQtw88AA/641?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" width="960" height="540" original-src="https://imageproxy.pbkrs.com/https://inews.gtimg.com/om_bt/OGngwPyrCtIbfRTOf1aGYRg4f3WPbWyYwyXkV9fRQtw88AA/641"/></figure> 统筹：李杰、李佳琳、王冰笛 编导：王梁 记者：杨子春 摄像：郝杰、胡震泽、孙天枢 包装：夏勇新华社音视频部制作</div></div>

本篇报道聚焦天津市的老字号品牌复兴。飞鸽自行车通过轻资产运营模式和加大研发投入，推出多款新产品，预计 2025 年销售收入增长近四成。万紫千红则通过成立独立公司和结合传统文化，成功推出新护肤产品，重新获得消费者认可。海河牛奶在新任领导的带领下，努力扭转亏损局面，重塑品牌形象。

新华视点｜匠心·创新——老字号焕新记