The Spring Festival is coming,
I believe that many small partners will soul three questions -
What to eat? What to buy? What to prepare?
Influencer pastry? Classic time-honored?
Don't forget
There is a fashionable classic and sweet "rabbit"
Waiting for you to pick oh ~
Do you know? This "rabbit" is also quite related to my big Xuhui!
Classic White Rabbit Milk Candy,
It is a masterpiece of Shanghai Guansheng Garden.
In 1932, Guanshengyuan purchased land near Caohejing to build a factory building and repair the road, which gave it its name and is still used today.
More Xuhui road name stories poke here!
You think Guanshengyuan is in recent years
Only with the great white rabbit and other brands to break the circle?
No!
People have been leading the fashion trend for nearly a hundred years!
Held in 1934 by Shanghai Great World
At the "Guanshengyuan Mooncake Exhibition",
When the popular movie star Hu Die took a group photo with the huge mooncake specially made by Guanshengyuan,
Sensational.
(Picture from guanshengyuan food official website)
"Only China has this star, but Guanshengyuan has this mooncake"
Guanshengyuan's Cantonese mooncakes conquered the stomachs of Shanghainese.
In addition to celebrity endorsements,
There are also moon cruises, advertising car cruises, candy exhibitions and more.
Wave after wave of fancy marketing "six to fly".
The Times Shin Kong, July 9, 1928
The ice room opened in Guanshengyuan is also for sale
Sundae, shaved ice and other cold drinks,
Celebrities and celebrities also stand for Guanshengyuan drinks.
The first two years of competing to punch in the grand situation of the great white rabbit milk tea,
Doesn't you think yeserday once more?
If you think Guanshengyuan will only do fancy marketing,
Then you're wrong again!
According to the Declaration:
"Guanshengyuan Caohejing Candy and Biscuit Factory covers an area of 60 square feet, all made of cement steel bones, the shape is three-dimensional, and the weather is quite majestic. ...... All are powered by electricity, and it is indeed a modern new-style factory. ...... The equipment and layout are quite satisfactory. (1936-02-08 12th edition)
Guanshengyuan also opened a farm in Caohejing,
"Grow fruits and vegetables, build pavilions,
Chisel pond to lead the spring, stacked stone frame mountain"
Celebrities and dignitaries, media reporters, and foreign experts have visited and inspected.
The limelight is no different.
Yu Youren and others visited Guanshengyuan Farm
Crystal Newspaper, November 12, 1934
《Declaration》
November 9, 1934 11th Edition
It's also a patriotic business—
After the September 18 Incident, Guanshengyuan held the "Tea Dance Conference for the Relief of Northeast Refugees" in February 1933, and all the proceeds were donated as refugee relief funds; 10,000 kilograms of mechanism biscuits and 2,000 kilograms of Chen Pimei were donated to comfort the Northeast Anti-Japanese Volunteer Army.
In 1937, the factory on Kanseien On Jumen Road was destroyed by the Japanese army
The picture comes from the public account Shanghai Huangpu
Associated with the people's livelihood at that time,
The background of the devastated times,
Do you immediately feel that Guanshengyuan is at a high level?
Sin Guansheng, the founder of Guansheng Garden,
Formerly known as Sin Bingcheng, a native of Guangdong,
In 1901, the "Tao Tao Ju" snack bar was opened on Nanjing Road.
After several setbacks,
In 1915, guanshengyuan was established as a joint venture with many people.
Sin Guansheng established the business philosophy of "promoting one's own strengths", "no one has me", and "real work and real materials". Due to the selection of high-quality raw materials, fine processing, fair price, the business is booming.
And then, a wave of operations as fierce as a tiger,
Successively registered trademarks for "Guanshengyuan" and "Sheng",
Reorganized the company into Guanshengyuan Co., Ltd.,
Expand production in Shanghai and even the whole country
Opened a number of branches.
The picture is from the official website of Guanshengyuan Food
By 1949, Guanshengyuan had 37 branches throughout the country.
It became the largest food enterprise in China at that time.
In the Republic of China, where compradors run rampant and foreign goods are in the ascendant,
The rise and growth of any national capital,
They are all the result of bloody battles and difficult breakthroughs.
Sin Guansheng advocates "food to save the country",
It is also because of the research and development and persistence of Guanshengyuan,
We can only eat at an affordable price
Fish skin peanuts, chocolate, cream plum...
Saturday, December 13, 1930
Fortunately, adhere to independent research and development
It's not just Sin Guansheng
In 1943, Shanghai "ABC Candy Factory" independently created a domestic milk candy, named "ABC Mickey Mouse Candy", and the packaging used a red Mickey Mouse pattern. In 1950, the "ABC Candy Factory" was nationalized, renamed "Aimin Candy Factory", and later merged into Guanshengyuan, redesigned the packaging, and a new "Great White Rabbit" turned out.
Today's Guanshengyuan is a famous long-established enterprise in China's national industry.
Its star products Great White Rabbit Candy and Crown Garden Honey,
National and Shanghai market share
Long-term leading position.
"Great White Rabbit" is also a representative of the national tide's old brand,
Constantly breaking the circle out of the new,
Pop-up shops have been opened all over the country.
Last October,
In the 2021 Shanghai Urban Space Art Season
Xuhui "Flower Blossom PuhuiTang" exhibition area,
There is a shining figure of "Great White Rabbit"
Quite popular!
Such a cute "rabbit",
Spring Festival to come one?
The Declaration database is used in the text
and "A Hundred Years of Illustrations: A Library of Modern Chinese Literature"
Send your name, mobile phone number, reader ID card, or social security number
You can apply to open a VPN account for Xuhui District Library
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Synthesized from: Xuhui Cultural Tourism
Editor: Siyi Chen