The Zhangqiu iron pot is a kind of traditional local hand-forged pot produced in Zhangqiu District，Jinan City，Shandong Province，which has profound historical background，exquisite workmanship and good economic value.The brand “Zhensanhuan” is inherited from the Zhangqiu iron pot time-honored brand “Tongshengyong”.Since the former was relaunched in 2013，it has actively used the Internet e-commerce platform to restore the technique for forging Zhangqiu iron pots，package and sell Zhangqiu hand-forged iron pots，which has rejuvenated this kind of traditional craft.At the beginning of 2018，the Zhangqiu iron pot was pushed to the center of public view and became a hot issue as the documentary “A Bite of China” season 3 was broadcast.This article explores the brand construction and protection measures around Zhangqiu iron pots by “Zhensanhuan”，and discusses the beneficial experience offered by its practice and main problems it faces in the context of Internet economy，so as to provide reflection and reference for the theory construction and practical work of intangible cultural heritage brand building.