In the filing cabinet of the Yanchun Restaurant, there is a coupon for hengshun Spring Festival special soy sauce one kilogram 21 years ago.
Due to the gap of more than 20 years, the handwriting of the red seal on the coupon is also unclear, and the paper surface is slightly yellowed. But the story of playing soy sauce, the staff of Yanchun Restaurant still often talk about it, and the memory is still fresh.
It has witnessed the "frequent comings and goings" and mutual learning of Yanchun Restaurant and Hengshun's long-established brand over the years.
Hengshun special soy sauce coupon in 2000.
01
In 2000, which had just entered the new century, the phrase "playing soy sauce" had not yet become a classic term on the Internet, at most people lamented the passage of time, "the box will hit soy sauce ..."
At that time, Hengshun old factory is still located in Zhongshan West Road, in order to take care of the factory staff and customer units, the factory every year before the Spring Festival, prepare a batch of high-quality and inexpensive special soy sauce, special price supply. Those who can get this supply voucher are hengshun's old iron.
A kilogram of two dollars of soy sauce, the price is really very beneficial. The supply location is located in the old factory store department of Zhongshan West Road, the main gate of the old factory, and when it comes to the special supply period near the Spring Festival, a long line will be lined up to play soy sauce.
Yan Chun was not long after the restructuring, and had just opened a main store in Dashikou, and the restaurant had to prepare Chinese New Year's Eve dishes every year. So this year, Yanchun Restaurant also won a lot of special coupons, queued up to play several large barrels of soy sauce, and used a tricycle to drag back to the store.
With these special soy sauces, the chefs stir-fry the explosion, fry the paste, stew and steam, and use the eighteen cooking skills to make the dishes, which are fragrant and attractive, and are praised and praised by the customers.
In fact, for a long time, the traditional characteristics of Yanchun Restaurant, such as pork, crab yellow soup buns, wine banquets, morning tea, etc., have been closely related to Hengshun's condiments, such as Yanchun's signature dish Baihua wine stewed meat, Zhenjiang vinegar steak, "three fish and two ends"... After years of efforts, these special dishes have become recognized as "Famous Chinese Dishes".
The "Hengshun" and "Yanchun", which are also the time-honored brands of Zhenjiang, and the story of "often coming and going" in the past hundred years, have also become a good story of the ancient city.
The predecessor of "Yanchun Restaurant" is the China Garden Hotel, which was founded in 1890 and has a history of more than 130 years. Separated by one or two alleys, is the Hengshun Sauce Garden founded by Zhu Zhaohuai in 1840, which began to intersect many times from the two old brands in the late Qing Dynasty.
The wheel of time has been running for more than a century, and these two shops have become well-known enterprises in China after a century of wind and frost:
One is an aircraft carrier in China's condiment industry, opening a new voyage of "China's vinegar capital Zhenjiang";
The other is the "Huangpu Military Academy" praised by Zhenjiang's culinary circle, which perfectly inherits the intangible cultural heritage skills of "Jingbang Huaiyang Cuisine" (Zhenjiang is one of the important birthplaces of Huaiyang cuisine).
Coincidentally, the two long-established brands are very close in psychological distance, and the pace of business development is also the same frequency. Yanchun Restaurant Dashikou store and Jinshan store not far away, there are Hengshun supermarkets; Yanchun's food factory is located in Dantu Sanshan Town, and Hengshun Group is only a few hundred meters apart, can smell the vinegar fragrance of Hengshun Group all year round, Wu Rongsheng, chairman of Yanchun Restaurant, said humorously: As soon as the wind blows, this dish can carry the aroma of vinegar, and the vinegar can also carry the freshness of the dish.
For the people of Zhenjiang, the two time-honored signboards are a legend, recording social changes and witnessing the prosperity of the city.
In the face of escalating consumer demand and the impact of the new crown pneumonia epidemic, many long-established brands have begun to take the initiative to change, research new products, go to the "cloud", expand channels, and "live" younger and younger in the transformation and development. This year, Hengshun Group's "playing soy sauce" activity adopted the form of an online exhibition, which brought a lot of inspiration to Yanchun Restaurant.
On February 5th, Chairman Wu Rongsheng of Yanchun Restaurant was invited to participate in the launching ceremony of Hengshun Sauce and Vinegar Cultural Festival.
02
With the passage of time, "playing soy sauce for the New Year" has become a landscape before the Spring Festival in Zhenjiang, and has also become a new folk custom of Zhenjiang people. From queuing up offline to playing soy sauce to playing soy sauce online, it is a microcosm of the old-fashioned active change.
This year's "playing soy sauce" activity, on the shelves of major supermarkets and e-commerce platform pages, Zhenjiang specialties represented by Hengshun balsamic vinegar, soy sauce and Hundred Flowers Wine, occupied a prominent position and attracted the attention of the new generation of consumer groups.
Yesterday, the little beauty of Yanchun Food Factory, Wang Rong, also walked into the live broadcast room and experienced an online sales of "crystal hoof" and "crab yellow soup bun".
And this live broadcast actually got a lot of likes and turnover.
Whether it is the meat with balsamic vinegar, or the crab yellow soup bun dipped in balsamic vinegar, it has stimulated the collective memories of old Zhenjiang on the Internet, and orders have been placed for this nostalgia on the tip of the tongue.
Crystal pork with balsamic vinegar is one of the most popular products sold in the Spring Festival Package.
At the same time, the "Zhenjiang Feast Spring Meat Soup Bun New Year Goods Festival" also kicked off under the guidance of the Jingkou District Bureau of Commerce.
Through WeChat customer service shopping guide, invite fan circle of friends to forward, Taobao mall marketing, offline to hold the way to pick up new year goods and send morning tea coupons (for details, please click: Zhenjiang Feast Spring Cuisine Broth Bun Festival has begun!) Yiwen), the online purchase of meat and soup buns in the "Yanchun Restaurant" quickly attracted popularity and restored the pre-holiday popularity affected by the epidemic.
As a strategic cooperation activity, the major supermarkets in Hengshun in the urban area also helped the Yanchun Restaurant to drain the flow, and through publicity and distribution at the entrance of the supermarket, they supported and joined hands to get out of the shadow brought by the epidemic together.
On February 6, 2021, the citizens of Yanchun Dashikou Store lined up to buy new year goods such as meat and soup buns, which meant that "New Year" was coming.
With the recovery of sales of crystal hoofs and crab yellow soup buns, Chinese New Year's Eve dishes have also begun to trend strongly, according to the feedback of the store staff, as of this morning, the 288 yuan feast spring Chinese New Year's Eve meal set has taken fifty copies. "The municipal party secretary's bowl of noodles has restored confidence in the catering market, cattle," the staff member said happily as he distributed the set menu.
"The advantage of the old brand is to take root in tradition, but it is also better to keep pace with the times." Chairman Wu Rongsheng said that Yanchun Restaurant will use more time and funds to carry out comprehensive technological transformation of enterprises to improve production capacity, food hygiene and safety; through innovative thinking and strategic consulting, improve enterprise management capabilities; strengthen new team building...
In his view, "all this must take energy and time to do, and it is even more necessary to have the courage and boldness of self-revolution." ”
The "new" of the old brand also lies in the ability to capture the hearts of each generation of consumers, and Yanchun Restaurant must continue to learn from Hengshun, with new brand building, promotion and marketing, and narrow the distance between the "heart" of consumers.