Research on Pechoin’s Digital-Intelligent Brand Management Model: A Case Study of a Chinese Time-Honored Cosmetics Brand

Abstract

With the rapid development of digital and intelligent technologies, time-honored brands are undergoing profound structural changes driven by both globalization and digitalization. These brands, while carrying national cultural memories and commercial reputation, also face real challenges such as brand aging, market shrinkage, and consumer loss. This paper takes the representative Chinese time-honored brand "Bai Que Ling" as its research object to explore the empowering mechanism and practical path of digital technology in brand management. Through literature review and case analysis, the study finds that digital technologies (such as big data, artificial intelligence, blockchain, and augmented reality) are deeply involved in core aspects such as consumer insights, product innovation, supply chain optimization, and brand communication, thereby significantly improving brand operational efficiency and market responsiveness. Simultaneously, Bai Que Ling has achieved a deep integration of traditional culture and modern technology by constructing a data-driven end-to-end management system, using immersive online and offline experiences and content marketing. This has transformed the brand value from a single product supply to a user-centric lifestyle solution, gradually forming a brand management model of "technology empowering cultural inheritance." The study concludes that the digital transformation of traditional brands not only requires technological investment but also emphasizes cultural continuity and the reinterpretation of brand stories. The dynamic balance between culture and technology is key to the sustainable development of time-honored brands.