Before Xinhua Bookstore opened overseas, no one knew where the boundaries of traditional bookstores were.
The way to break the wall is very simple, and the person who wants to keep the reader must at least tie his stomach first.
As a model of cross-border marketing, foreign Xinhua bookstores, in terms of pinching readers, the richness of knowledge reserves is comparable to their libraries.
At every meal, the bookstore door is always full of pilgrims from a foreign land, who are as determined and lingering as the homeless seagulls in the local park.
This is not a promotional gift for poor management or opening rewards, xinhua bookstore's top ingredients are as eye-catching throughout the street as the red and white signboard.
"There's only one reason to come here: their dumplings... I like the scallion pork stuffing. ”
"The staff were friendly and knowledgeable, and of course, the control of the heat was convincing."
"I'm mainly here for quick-frozen dumplings. They were delicious and reasonably priced. I call this 'emergency food' and go to Xinhua Bookstore when I'm too lazy to cook, or my wife is not at home or unwilling to cook. ”
Some customers go more often, and they can also find out the replenishment rules in the store, such as "they buy on Thursday, want to eat fresh in the morning, there will be a lot of new flavors."
In the conversation with other bookstore administrators, some customers even learned the inside information that the dumplings will be raised to $18 a piece, such a price is enough to take a high-speed train in China to beijing and Tianjin, plus a nucleic acid mixed test, but even so, some customers still suggest to the bookstore that it is best to provide food delivery services, money is not a problem.
"I usually look for books first, and then go to Dahua to buy things... The dumplings there are great, even better than Dahua's, because they are not made by machine, they are all made by hand and frozen in the refrigerator. ”
Xinhua Bookstore, located overseas, was originally built in the densely populated Chinatown area, with the original intention of serving the Chinese.
In the early days, many Chinese vendors in Chinatown started by catering, and to stand out in such a Crouching Tiger, Hidden Dragon inner volume environment, you should have a little bit of the filling skills of Xinhua Bookstore.
● The picture shows Chinatown in the United States
The Xinhua Bookstore in San Diego, USA, clearly breaks through the traditional Chinese community, and readers of all colors are often tightly wrapped around the pot in the store like water vapor.
Bookstores there sell not only dumplings, but also small dumplings, and these two words, which represent the carbohydrated morning food in China, may be the first Chinese words learned by some foreigners abroad.
A dumpling usually has about 50 pieces, originally made in the pantry of the overseas Xinhua bookstore, and is served as a Chinese dim sum for some hungry readers.
More people are two varieties of pork leeks and shrimp three fresh, I did not expect the taste to be too good, and the rapid formation of word of mouth in the market did not go away.
On Yelp, the largest overseas review site, the praise for Xinhua Bookstore is growing as steadily as the handmade dumplings they sell, and in time, there will not be much resistance to circumnavigating the equator.
● The picture shows Xinhua Bookstore in Melbourne, Australia
No one thinks about how dumplings and bookstores can be mixed and matched, and those who have the heart can even find a series of photos of employees of Domestic Xinhua Bookstore making dumplings, which seems to confirm some kind of inheritance.
"They wrap dumplings for any festival, go out to send books and condolences, also pack disaster relief bazaars, and interact with the community to build a book corner for the masses, and wrap them up and eat with everyone, my daughter is the dumplings that she learned from them."
● The picture shows the staff of Xinhua Bookstore in Xinyang City, Henan Province, making dumplings in the bookstore
If the results are used to reverse the commercial motivation, such a circle-breaking experiment is undoubtedly successful.
Even so successful that many people think that Xinhua Bookstore is a chain of Chinese restaurants, selling books is only a side business, reading books do not have to pay, the summer air conditioning is abundant, the winter is warm and windy, and you can also communicate with the clerk about the reading feelings of any book in the store.
● The picture shows the Xinhua Bookstore located in London, England, the picture is from The Little Red Book
Similar to the leisure in the coffee bar, the eternal motif of people communicating between the seats in the store has always revolved around why the dumplings have to be boiled, or why plants like grass can be so delicious.
Some people say that this is the wisdom of the East, when the humid air from the other side of the Pacific warms the whole winter, the dense clouds and the beautiful rainbow make people relax, look up, the Chinese red background of the mao body calligraphy vigorous and powerful, but also can make people's stomach and intestines empty in an instant.
This is the double guarantee of spiritual and material food, and it is also the secret of this long-established brand born in 1937.
● The picture shows the opening of the Brooklyn branch in New York City, USA The picture is from the China Publishing Group
In the decline of traditional bookstores, when more and more libraries are getting bigger and bigger, sometimes looking for a book will get lost in the library.
And these Overseas Xinhua Bookstores, but the opposite, they are mostly opened in the tight ground between the city, the area of the store is not very large, the book layout, can still show the impression of childhood.
The hundreds of sons and hundreds of families on the wooden bookshelf, the ink paintings in the blank space of the walls, some readers who love Chinese culture, immersed in it, time will slow down in the palm of their hands.
If you don't read the price of the book, you still think it's in the country.
The price code at home and abroad is actually almost the same in terms of numbers, and the same book may cost 20 yuan in China and 20 US dollars overseas.
But what is enough to comfort domestic readers is that they guarantee that whether it is dumplings or books, the domestic price is the cheapest.
Although we have not found any traces of dumplings on the official website of Xinhua Bookstore at home and abroad, it is like the ancient myths that people have passed on by word of mouth, figurative but distant, it is simply Schrödinger's dumplings.
But one thing is for sure, running a gourmet business is certainly not the only bold attempt by Xinhua Bookstore.
In some stores, the traditional four treasures of the study room, calligraphy and painting mounting, seal engraving are not in question, some people can also buy tea and Chinese clothing, if the clothes do not fit, Xinhua Bookstore staff can also help you modify clothes and pants.
Located on the streets of Brooklyn in New York City, Xinhua Bookstore has long been repositioned from a traditional bookstore to a community service center.
"To be honest, I wouldn't be surprised if the zombies came, they drove tanks out of the store, after all, this could be the last refuge for humans."
Some people also photographed a Xinhua bookstore in the United States, which is suspected of being able to hold weddings.
The grand atmosphere of the scene instantly recalls an amorous afternoon in the era of parental love, and there is also a "top western pharmacy" hidden in the store.
Some people also analyze that the local folk business that may be caused by the shortage of housing is highly condensed together, and the interior of each seemingly serious store is actually a micro-social landscape.
Some operators have said that the local public security was more chaotic many years ago, the shops along the street were often looted by local criminals, there were some parades, swimming into the shop, robbed, the local Chinese merchants for safety, and relatives and friends neighborhood, the different types of shops are gathered together, each other has a care.
"The bookstore is relatively safe, one is that the bookstore is thin and has no cash, and the other is that the gang plays with guns and will not rob books."
The original sites of overseas Xinhua bookstores, like Fujian Tulou, have built a solid defense of civil autonomy and self-defense, and today's Xinhua bookstores are also building a huge logistics kingdom around the world, safely transporting the essence of human society's knowledge to thousands of households.
Many overseas Xinhua bookstores will provide "Xinhua Express" services.
Founded in 2008, Xinhua Express mainly serves readers outside the mainland, the main purpose is to transport books, some readers in the overseas Xinhua bookstore, you can book Chinese books that are not in the store, through the xinhua express line logistics, books can soon be delivered to the hands of readers.
Books are an important medium for cultural exchanges between countries, and in this sense, overseas Xinhua Bookstore is a window to introduce Chinese culture to foreign countries.
● The picture shows the first Xinhua bookstore overseas on August 1, 2008, which opened in Flushing, New York City, And the picture is from Xinhua News Agency
For a long time in Flushing, New York, there were only one or two bookstores— the World Journal's World Bookstore and the Zhonghua Bookstore, which sold mostly traditional books issued by Taiwan Province. There are very few simplified books from the mainland, and even if there are, they are mostly pressed goods for old books.
Some Chinese and friends who love Chinese culture often have to pay extremely high fees to buy the latest Chinese books. When Xinhua Bookstore gradually spread its branches overseas, it brought a Taste of China and a sense of community affection.
It is hidden in the city, but it is very interesting, in the Internet age like a long pavilion of wind and rain, gazing at the past humanistic ancient road, waiting for the ten thousand scrolls of sunrise behind it.
End
Source | does not match the Institute
ID |buuuxiangji
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