Cover news reporter Zhang Jie
Chengdu has a long history, and its business has been quite prosperous since ancient times. On Chunxi Road, East Avenue and other streets, there are many shops and prosperous business. There are countless long-established brands in Chengdu: Lai Tangyuan, Zhong Shui Dumplings, Dragon Scribe, Husband and Wife Lung Tablets, Yaohua Restaurant, Taihe Sauce Garden, Tongrentang, Derentang, Gengding Pharmacy, Xiao Jihan, Taisantang...
Like the long-established brands in other places, Chengdu's long-established brands are high-quality products and services, winning the respect of the market, being supported by customers, and passed down from generation to generation. There are also some old brands, under the social changes and fierce competition in the market, lost their former vitality, gradually declined, and some have regrettably disappeared. Looking back on the past, it is inevitable that there will be some sighs.
There are a group of old Chengdu people, they are full of feelings for the old Chengdu, in their memory, treasure the memory of personal experience or hearing and witnessing the old brand of Chengdu; their collection cabinet, the collection of Chengdu time-honored brand of various physical objects, enough to touch the temperature of the history of the old brand. Someone sorted these out, which became the origin of the book "Chengdu Time-honored Brand" recently published by Sichuan University Press. On the morning of August 11, the launch ceremony of "Chengdu Time-honored Brand" was held at the Jianshan Bookstore of Chengdu Sanhua Academy.
The "old brands" involved in "Chengdu Time-honored Brands" are not only the "Chinese Time-honored Brands" rated in the 1990s, but also many long-established brands that have been "conventional" in the minds of the people since modern times. Through a large number of collections of folk collectors, such as photos, packaging, physical objects, etc., as well as oral accounts of witnesses, combined with various historical materials, the book recalls the past of the old brand, tells the story behind the old brand, and strives to restore its historical original appearance.
Chengdu Tongrentang medicine jar
Although it is not a research treatise, but a popular reading material, in terms of content, the relevant historical materials are "combed and sorted, and mutual examination and search", and some of the descendants of the old brands are visited on the ground, and the words are well-founded; the form strives to be thick and elegant, and the book collects a large number of old advertisements, old packaging, and old photos of the old brands, which are very precious and very beautiful.
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Each old brand has its own reasons for its emergence and inheritance. In the long-term market hard work, they have accumulated rich and unique survival strategies and business know-how, how to improve the skills of products and services, how to communicate with customers honestly and trustworthily, which is also a valuable experience in the modern business society.
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Qiu Xiaoping, editor-in-chief of Sichuan University Press, said that combing through Chengdu's time-honored brands is not only a review or hanging on the history of old Chengdu, but also hopes to throw bricks and lead jade to attract more people to conduct in-depth research on the commercial history, commercial forms, and business strategies of old Chengdu. In the information age, people should re-examine the commercial and cultural value of time-honored brands, better protect, develop and utilize them, carry out the construction of museums related to old brands, the inheritance of intangible cultural heritage, the creation of urban landscapes and spaces, the creation of experiential cultural tourism scenes, cultural and creative products and film and television, game development, urban brand communication, etc., so that the treasures of this city reflect greater value.
Chengdu Tongrentang old shop
Qiu Xiaoping revealed that "Chengdu Time-honored Brands" is the first book in the series of old Chengdu Memory Boxes planned by Sichuan University Press. Next, it will successively publish "Chengdu Old Architecture", "Chengdu Old Industry", "Chengdu Old Campus", "Chengdu Old Opera Stage".
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