brand image renewal and market positioning adjustment.

1. Brand image update: With the development of the times, Goubuli Steamed Bun Store felt that its original name "Goubuli" did not match the modern brand image to some extent, so it chose to change its name. Changing the name to "Jiahe" is more cordial and warm, which is conducive to enhancing the brand image.

2. Market positioning adjustment: Goubuli steamed stuffed bun has always been famous for its noble and elegant image and expensive price. However, in recent years, with the diversification of consumer demand, Goubuli Steamed Bun Store needs to adjust its market positioning to attract more consumers. Therefore, changing the name to "Jiahe" may be to lower the brand threshold and make it acceptable to more consumers.