Yulou East should be known to everyone in Changsha. Today, the Yulou East diners at the mouth of Beizheng Street are in trial operation, and they are extremely hot. After 24 years, this century-old Chinese long-established brand has returned to the Wuyi business district. Many old Changsha have come to the store to find the taste in their memories.
Witness changsha's century-old development
Yulou East was founded in 1904 by Rao Shijian of Changsha, initially named Yulou Chun, and then because it was located at the mouth of Dongmao Lane of the old Changsha Qingshi Bridge, it replaced the "Chun" character with the word "Dong" and officially named Yulou East.
Yuloudong was run by Tan Xiting, who was known as the "first chef in Hunan" at that time, and the business was extremely popular, becoming the first choice for the dignitaries and nobles to entertain guests at that time. "Spicy chicken soup bubble belly, people often remember Yulou East." This is the famous sentence written by Zeng Guangjun, the grandson of Zeng Guofan and Hanlin in the late Qing Dynasty, for Yuloudong, referring to the two famous dishes of Yuloudong, "Spicy Baby Chicken" and "Tang Bubble Belly Tip".
After liberation, Yulou moved east to the southeast corner of Wuyi Square to continue business, and successively changed its name to "Rare Pavilion", "Square Hotel" and "Experimental Restaurant". In 1985, the name of the restaurant was restored to "Yulou East".
Old Changsha must remember that in the 90s of last century, Yuloudong set off a night snack storm in Wuyi Square. "Going to Yulou East to eat a late-night snack is a more foreign thing than going to Huatian Hotel to eat morning tea." Li Mingfang, general manager of Yuloudong, introduced that there were nearly 200 kinds of supper varieties in Yuloudong that year, which was the most diverse in Changsha. At that time, the income of Yulou East Night Snack accounted for more than 60% of the store's revenue.
The strong night supper wind blowing from the table in the east of the Yulou Building has been blowing until today, still making Changsha's night cups and plates of wine shadow. In 1996, Yuloudong responded to the government's call to cooperate with the transformation of Huangxing Road and moved out of Wuyi Square. The main store is located on Wanjiali Road and Wuyi Avenue.
Old shops reopened and returned to old places
Yulou East, which returned to the Wuyi business district, "brought its own traffic".
"The soft opening on January 1 was supposed to be an internal test, but it could not stop enthusiastic consumers, so they had to open for business and sold it in advance at 8 p.m." Li Mingfang introduced that the popularity of supper in these days has also exceeded expectations, "At 2 a.m., it is still entering the guests." ”
Mr. Zhou, 66, who lives near the Pioneer Hall, ordered a lot of snacks and Hunan dishes with his family, and his evaluation was "the store is comfortable and the dishes are authentic." ”
According to reports, the total investment of Yulou Northeast Main Street Store is more than 5 million yuan, with a total of 1,000 square meters on two floors and about 300 seats. The décor is simple and elegant.
The store has preserved many classic signature dishes, such as spicy chicken, hair hair beef blinds and other "intangible" Hunan dishes. The reporter saw in the store that consumers who came to eat here would order a chrysanthemum roast to sell, and come to a plate of thumb fried buns. Many people come here to find the old taste of that year. The price of the restaurant's dishes is still a people-friendly and affordable style.
Yuloudong is known as the Hunan cuisine "Whampoa Military Academy". In addition to the 6 "intangible cultural heritage" Hunan dishes, all kinds of popular home-cooked dishes and flavored Hunan dishes are controlled by Hunan cuisine master Xu Juyun. In addition, more than 200 kinds of Changsha snacks are made to order.
In 1996, many long-established brands, including the Arc de Triomphe, Yulou East, and Yinyuan, moved out of Wuyi Square. It is precisely because of this that Yuloudong returned to the Wuyi business circle, so that the old Changsha people came to "punch the clock".
"The return of Yulou East Main Store to the Wuyi business district fits the feelings and wishes of many old Changsha, especially the old neighbors nearby." Many people think that this restaurant should be in this place. "Li Mingfang, general manager of Yuloudong, said that the Wuyi business district has always been the most prosperous place in Changsha, and this time it has returned to the Wuyi business district to polish Changsha's own century-old brand in the city center and let more people like it." The quality is in line with the taste of the locals, so that Changsha people must eat, foreigners yearn for. "
There are no shortcuts to rejuvenation
Stinky tofu from the Fire Palace, Noodles from Yang Yuxing, Wontons from Shuangyan Lou, Flower Slices from Ma Fusheng, MoonCakes from Jiuruzhai ... These time-honored products are the childhood memories of the old Changsha people, the taste of their hometown, and also the business landscape and cultural business card of Changsha, which have important brand value, economic value and cultural value. At present, the number of "time-honored brands" recognized in Changsha has increased to 41, of which 25 are "Hunan time-honored brands" and 16 are "Chinese time-honored brands".
In recent years, Changsha has actively carried out the protection and revitalization of time-honored brands. As a long-established food street in the historical and cultural block of Chaozong Street, the organically updated Beizheng Street has gathered a large number of century-old brands such as Yulou East, Ma Fusheng and Shuangyan Lou to settle in.
According to the relevant person in charge of the Municipal Bureau of Commerce, the implementation opinions on promoting the high-quality development of Changsha's commercial and trade circulation industry and creating an international consumer city have just been issued, which clearly protects and develops long-established brands, supports the transformation and upgrading of long-established enterprises, brand publicity and market expansion, promotes the inheritance and innovation of long-established enterprises, and makes the "old-fashioned brands" revitalized.
In Li Mingfang's view, there is no shortcut to the new vitality of the old brand, in addition to government support, the old brand itself needs to transform and upgrade from the internal management, production and operation, brand operation, technological innovation, cultural construction and other aspects. It is reported that Yulou East develops chain operations, and there are Xiangfu Road stores, Shuguang Road stores, Loess Ridge stores, and Quantang stores in Changsha, with a turnover of more than 60 million yuan in 2019, maintaining a good growth.
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Changsha Long-established Brand List
"Chinese time-honored brands": Fire Palace, Old Yang Mingyuan, Yuhe Vinegar, Jiuzhitang, Sanjizhai, Demaolong, Gan Changshun, Yang Yuxing, Yuloudong, Jiuruzhai, Yinyuan, Huang Chunhe, Triumphal Arch, JinCaixia Xiang Embroidery, Jinsheng Fireworks, and Another Village
"Hunan time-honored brands": Xinhua Lou, Wu Damao, Bee Brother, Shuangyan Lou, Sullivan, Xiang Qun, Kaixue Pai, Xu Changxing, Haixu, Yang Tianhe, Nanjing, Xiangchu Hutchison, Ma Fusheng, Fuzhichun, Clay Man Liu, Fuxing Kiln, Jinjing Pai, Nan Yimen, Xiangnu, Desheng Zhai, International Glasses, Nanbei Special, Zaihong Xiang Embroidery (LuoShi Embroidery), Qingzhu Lake Embroidery (Yuan's Embroidery), Xinshachi.
Source Changsha Evening News Pocket Changsha All-media reporter Liu Jieping