This article through to the 2013 of June to August of the "China Daily" news ("today") study,respectively,from the brand positioning,value judgment,text layout,the transition of the existence and development of several aspects in detail explores "brand in Chinese newspaper",and then try to interpret them in the the impact of new media for the transformation and try."China Daily" positioning in the general public,which contains all the cultural level of urban citizens,the audience is obviously better than the organ,born newspaper media.In the value judgment,"China Daily" topic whether news value,social value,historical value the attention point not to reflect the principle of value in the people's livelihood.Through its brief and direct text style and atmosphere lively arrangement,objective truth and not lack of beauty for the audience to provide "the most valuable news and information".The "yellow vest" distribution companies in the market baptism into service efficiency,provides the possibility for the "first China Daily every day" to see.To many,"China Daily" and establish a good brand,and established in Xi'an and northwest industry leader.However,in the world,with the development of technology of traditional media face a predictable decline and even extinction,"China Daily" away in new media is increasingly faced strong pressure.Since last year advertising share declined steeply as evidenced by the most direct,and at the same time,this also gave "power transformation and development of Chinese newspaper" more powerful.Continuous improvement in the quality of news and promote digital efforts,towards the "city comprehensive service" the ideal forward,no matter what to do,in case there is no reference,this is undoubtedly a great try and meet the market process selection