A Study on the "Rejuvenation" Strategy of Established Enterprises: Take Holliday as an Example

In the current fast-changing market environment, characterized by fierce competition and rapidly evolving consumer preferences, established enterprises are under increasing pressure to transform and upgrade. To maintain their market competitiveness, many long-standing companies have adopted "rejuvenation" strategies aimed at attracting younger consumer groups. Holliday, a bakery brand with decades of history, is one such company that has successfully revitalized its brand through a series of rejuvenation strategies in recent years. As a result, Holliday has significantly increased its market share within the bakery industry. This paper takes Holliday as a case study, focusing on the financial aspects of its rejuvenation strategy, including financial planning, capital management, investment decision-making, and other specific measures. It also analyzes the effects of these strategies on the company’s overall transformation and market positioning. Through empirical analysis of Holliday’s rejuvenation approach, this paper seeks to provide valuable insights and practical references for other established enterprises considering similar strategies. The findings aim to highlight the importance of adapting to changing market dynamics while ensuring sustainable growth and competitiveness in a rapidly evolving business landscape.