Abstract: Xiong’an New Area includes three counties, Rongcheng, Anxin and Xiongxian, and the existing industries mainly focus on traditional labor-intensive and low-value-added industries, showing out many non-adaptive characteristics that leads to a huge gap between the high-end positioning of the future development plan of the new district. The traditional industry of Xiong’an New Area must be transformed and upgraded to make adaptable changes, and reconstruct the commercial ecosystem by the theory of customer value and brand innovation. “Integration of production and urbanization” helps to build up a high-end commercial ecosystem, an international brand and a high-end market. Push forward multidimensional cooperation of production, education and research to create a strong atmosphere of innovation in science and technology. Promote the coupling interaction between modern and traditional industry, and arouse the innovation of industrial organization form, ultimately provide an inexhaustible motive power for the transformation and upgrading of the traditional industry.

Key words: Xiong’an New Area, traditional industry, transformation and upgrading, innovation-driven