The Chinese people are never ambiguous about eating. Therefore, in the matter of "how to keep people's stomachs", "old ginger" is still more spicy.
Where there are people, there are rivers and lakes. I thought that Daoxiang Village, who was more than 200 years old, was already the memory of the previous generation, until the party with my girlfriend that day made me re-acquainted with this "national tide old brand".
The girlfriend brought out a plate of pastries and said: "When I went to Suzhou to play, according to the online guide, I found this Suzhou DaoxiangCun main store on Guanqian Street." To be honest, totally exceeded expectations. This shop is really ancient and trendy, no wonder the Internet says that this is the epitome of Su-style exquisite life. In particular, it is very shocking to feel the exquisite skills of non-genetic heirs up close, even if you don't buy it, just watching it is a kind of enjoyment. ”
Daoxiangcun Guochao store on Guanqian Street in Suzhou
"Also, the pastries made of Suzhou garden, dream of the Red Chamber and other elements, each piece is like a small seal, exquisite and not like words!" In her opinion, the ancient and the present, tradition and the new trend shine together here, as if she accidentally walked into the Suzhou life show where the ancient and the modern blend.
"After tasting the 'National Tide Dim Sum' beef tongue cake here, my already numb taste buds finally struggled to wake up. Looking at the ordinary touch hard, one bite down but crispy into slag, sweet and salty... Life always inadvertently gives me a small accident, I did not expect to eat a beef tongue cake to eat the feeling of imperial meal. ”
Nothing fancy in appearance, an ordinary long strip of beef tongue cake, was once the favorite of grandma and grandfather. "The post-00s are afraid that they think that the beef tongue cake is made of cow's tongue, right?" Many people have had such a question. (To explain, beef tongue cake is not made with the tongue of a cow, but is named after its shape like a cow's tongue, which is a classic taste belonging to the 60s and 70s generation.) ）
But is this really the case?
Checking out social media, not only are there many Suzhou Daoxiangcun fans strong Amway beef tongue cake, but also many celebrity big Vs have also liked. They shared in the Little Red Book: "Daoxiang Village, finally made these old-fashioned pastries into our favorite taste!" ”
Do you wonder how Daoxiang Village, which is known for its "old", suddenly became the "favorite" of the post-90s and post-00s?
It is often said that admiring a person begins with the appearance of the person, in line with the character, and finally in the character. The same is true for a food brand that is extremely closely connected to people's daily lives – starting with taste, being in line with value, and finally with spirit.
In fact, Suzhou Daoxiang Village can be said to be one of the specimens with great research value in the history of Chinese food culture. For more than 200 years, it is in the most traditional industry, but in the most "trendy" way to do the most classic business, with a box of pastries, not only highlights the essence of our century-old food culture, but also firmly grasped the Chinese people, especially the stomach of the post-90s and post-00s.
Post-90s and post-00s have increasingly become the main force of consumption, they enjoy life and live in the moment; pay attention to quality and culture; love to watch live broadcasts, and have strong social needs.
Suzhou Daoxiangcun research found that this part of the population is no longer just satisfied with taste, but also has a strong demand for light-fat and low-sugar foods. While ensuring the taste, they follow the health standards of "less salt, less oil, less sugar, and low heat", so that the balance between taste and health is achieved, so that people are addicted to the mouth without increasing the psychological burden.
Daoxiangcun low sugar mooncake
In the era of "everything is beautiful", young people regard "appearance" as the soul of the product. In this regard, Daoxiangcun has launched a series of high-value pastries such as Suzhou Garden and Dream of the Red Chamber in one breath, which are enough to lift the appetite of the post-90s in terms of taste and appearance. As they advertise: "What we have to do is to blend traditional and fashionable." ”
Daoxiangcun Suzhou garden cake
It is worth mentioning that the product design of Daoxiangcun is very unique. It has launched a large number of co-branded products with brand IP such as Hello Kitty, Kung Fu Panda, National Museum, Glory of Kings, Yuanqi Forest, Peace Elite, Sword Net 3 and so on. These creative co-branded gift boxes have been sought after by young people since they were launched. Nowadays, the protagonists of their consumption in the storefront have been quietly replaced, and the black-haired people have gradually replaced the silver-haired people, of which the post-90s are the main force.
In the digital age, the entire market is tilting towards online shopping platforms. For the old brand, the online shopping platform is the "touchstone" for judging its viability. Here, every year, a group of enterprises will be made and another batch will be screened out. Suzhou DaoxiangCun is a "legend" in this field. From cooperating with the head anchor to live stream with goods, building a self-built live broadcast team to developing a WeChat Mini Program mall, and then trying community marketing, Suzhou DaoxiangCun has been continuously "planting grass" by netizens in the live broadcast room, and the proportion of customers after 90 and 00 is getting higher and higher, and the annual online operating income has already exceeded 100 million yuan.
People on the earth know that the "homogenization" of products in this era is seriously competitive, from melon seeds to cars, from old mothers to luxury bags, no matter how famous you are, you can always see a large number of products with similar appearance and performance. Therefore, clothing, beauty, food, automobiles and other fields have taken advantage of the "national tide" to integrate traditional Chinese culture into product marketing in order to attract more young people's attention.
Of course, whether it is "playing with text gimmicks" or providing a more cultural and emotional consumer experience in products and services, we see it in our eyes.
The "2021 New Youth Domestic Goods Consumption Research Report" shows that more than 60% of young consumers are not willing to be "cut leeks" by some brands that use "national tide" as a marketing gimmick but have no connotation, on the contrary, some brands with a sense of social responsibility and combined with the "national tide" label to enhance product thickness will greatly improve the favorability of young people.
The economic work "TheOry of Leisure Class" proposes that "conspicuous consumption" is the purpose of consumers to buy certain goods, not only to obtain direct material satisfaction and enjoyment, but to a greater extent to obtain psychological satisfaction.
Under the favorable material life, the post-90s and post-00s are more willing to pay for the spirit, and prefer products with a strong sense of emotional substitution, hoping to express their values.
Xu Xiao, a post-90s designer in Beijing, planted a Daoxiangcun mooncake this year.
"I admit, they really grabbed my stomach too well!" The taste of this handmade mooncake needless to say, is a must, the packaging is more permeated with a festive feeling, the most rare thing is that its production process is very exquisite, to put it bluntly, it is full of traditional culture. ”
Xu Hongsheng, a "master" in Daoxiang Village, Suzhou, said: "Without inheritance, it cannot be called a classic, and the cuisine made in accordance with the ancient legal system is a kind of time and place." ”
In the era of mechanized production, Xu Hongsheng had many of his own insistences: "Since ancient times, our Chinese nation has had the saying of 'not eating from time to time, and eating according to the times'. For example: spring cakes, summer cakes, autumn crisps, winter sugar. This is the way of health that the ancients summed up in practice. Some of our products are also handmade, pay attention to the seasons, and use seasonal ingredients to maximize the taste of food. ”
"Of course, it is not a mechanical repetition of the ancestors, and we are constantly trying some new techniques and incorporating some high-tech technologies." He added.
"Be a master", that is, a benchmark, a gatekeeper, the hands of the master are comparable to precision instruments, touch it, smell it to know the process, heat, and taste.
"Now consumers' loyalty to brands and goods is not as good as before," industry experts said, "the initial driving force for the rise of the national tide may be the consumer's faith recharge, and the enthusiasm can continue to this day, which must be attributed to the brand and the product itself." ”
Be true to the expression of self, find emotional echoes in consumption, and thus feel the sense of belonging in life. This is a delicacy with a "temperature".