As the Chinese New Year draws near, Beijing's time-honored brands have rolled out a lineup of products blending tradition with fashion. 

For example, the Beijing Gongmei Group has introduced a series of cultural products brimming with festive flair, including the Chinese Zodiac-inspired accessories, cloisonne vases, and filigree inlays.

"Our most popular offerings are the Zodiac-inspired gold pieces, like the dragon brooches and pendants," said the company's sales representative at the Gongmei Building of the Wangfujing Street, a hub of cultural heritage brands.

The competitive gold market has prompted the brand to innovate, combining gold with modern materials like enamel and white jade, along with creative designs, the sales representative said.

Known for its historical legacy, Beijing Gongmei Group has earned a reputation for producing exquisite national gifts. "We have also introduced a series of Zodiac-themed cultural experience activities to the Chinese fine traditional culture come alive in contemporary world," said Duan Tiyu, chairman of the group.

The city's commerce bureau has vowed to further promote the innovative development of time-honored brands by combining historical resources, cultural icons, and modern consumer trends to enrich the holiday-related consumer market, and adapt to evolving consumer preferences.

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