New consumption, new life|In Xiangdong Street, "consumption" slow time

Half city fireworks, half history and humanities, ancient streets and alleys, traditional food, folk customs integration development——

On Xiangdong Street, "consumption" slows down

Hunan Daily all-media reporter Zhou Jun

Correspondents: Yuan Xiaohui, Liu Caoyong

【Consumption Scenario】

Outside the ancient street, there are many high-rise buildings and traffic, and the fast pace of the city urges people to rush; In the ancient street, the winding paths are deep, tea is enjoyed and music, and the traditional cultural life is soothing and comfortable.

Xiangdong Street, located in Shangmei Ancient Town, the capital of Xinhua County, adjacent to Zishui Wharf, was built in the Ming Dynasty and flourished in the late Qing and early Min. Due to the prosperity of Zijiang water transportation, many people come here to buy property and business, forming a gathering place for merchants and merchants integrating small workshops, markets and wharves, and it is the only existing old street that still retains the original market characteristics.

Xinhua fully explores the characteristics of local food and folk customs, lays out business formats around cultural tourism, and forms a consumption system that integrates traditional food and traditional folk customs. At present, Xiangdong Street has settled more than 130 merchants, with an annual operating income of 35 million yuan.

In midsummer, follow the bluestone road into Xiangdong Street, big red lanterns hang high, old houses and pavilions are lined one after another, a glance of thousands of years, through time and space, into the simple historical picture. Walk slowly, taste a pot of Xinhua black tea, listen to a Xinhua mountain song, watch a martial arts performance, eat a bowl of noodles on Xiangdong Street... Half fireworks, half history and humanities.

The consumption hotspots of ancient streets are slowly "ignited" in slow time.

Eat -

A bowl of flour noodles sells more than 6,000 servings a day

Don't eat bowls of flour noodles, white to East Street.

The way to open to East Street, starting with a bowl of flour noodles. Powerful rice noodles, served with red broth and beef, and sprinkled with a few drops of local mountain pepper oil will instantly ignite your taste buds.

The ancient alleys are deep, and noodle restaurants can be found everywhere, from long-established brands that have been passed down for generations, to new shops full of feelings. These noodle shops are open 24 hours a day, and the diners are endless, and the entire street sells an average of more than 6,000 servings a day.

Old resident Yang Lisheng introduced: "In the past, this was the water transport wharf of the county seat, and people came and went every day, everyone was in a hurry, and eating bowls of flour noodles was cheap and fast, and over time a street of flour noodles and snacks was formed. ”

"I came for feelings and popularity." Eyeing the consumer market on Xiangdong Street, 24-year-old Qing Yangqinzi gave up her dance training institution outside and returned to set up the "Guanfen Bean" noodle restaurant. Less than 2 months after opening, it has become a well-known Internet celebrity food check-in point.

In the new dialect, "pipe powder" is sweet potato flour, which is a must for every household during the New Year. A bowl of powdered beans comes standard with croquettes, dried beans and beans, and guests can add side dishes such as shredded kelp, peanut rice, sour radish and squeezed vegetables free of charge.

"Pipe flour beans are not only a bowl of flour noodles, but also the memories of new people." Qing Yangqinzi introduced, "Go south to the north, go far to the end of the world, no matter where you are, everyone can't forget this bowl of noodles in their hometown." ”

The "Old Country Noodle Restaurant" has a history of more than 100 years, and the 28-year-old Kang Dong is the fifth generation. In the small kitchen, 2 large pots are steaming, and he cooks 8 bowls of flour noodles at the same time, but he still can't meet the customers who keep entering the door in time.

"The secret of red soup beef noodles is the soup ingredients." He told reporters that small pieces of beef are added to the "secret recipe", boiled for half an hour, and then fished out, dried and sliced; Then pour into boiling oil, add red pepper and spices and stir-fry and boil, the soup is bright red, fragrant, and has an endless aftertaste.

"Eat noodles in a large bowl, eat meat in large pieces, sweat slightly on your forehead, refreshed." Peng Hongxiang, who came from Yunnan, couldn't help but praise, "Chongqing small noodles are spicy, Yangchun noodles are light, the rice noodles across the bridge are rich, and the red soup beef noodles on Xiangdong Street have their own unique charm of being hot and straightforward." ”

A bowl of flour noodles has achieved the reputation of Xiangdong Street, its spicy, strong, strong and fragrant, making people hearty and addictive.

Drink -

A cup of black tea links a comprehensive output value of nearly 3.6 billion yuan

The bamboo forest supports the thinning, and the spring stone reflects each other. A guzheng performance of "Yunshui Zen Heart" is like the sound of heavenly sounds, creating an ethereal and distant artistic conception, and the complexity of the city is washed in an instant.

Hearing the sound, the guests of the "Half-day Idle Tea House" came to the door, and a new black tea theme tea party with a small bourgeois atmosphere was held. With the moonlight spilling on the patio, the fragrance of tea, the gentle breeze, and the elegant tea ceremony display, tea customers can experience the freedom of "floating in the grass and trees".

Tourists watch a folk performance at Shende Hall, Xiangdong Street, Xinhua County. Photo by Zhou Jun, all-media reporter of Hunan Daily

"Fireworks outside the house, secluded inside the house." Li Jingfeng, the owner of the tea house, said with a smile, "Xiangdong Street has a unique geographical location, which has both the thickness of history and the bustle of the city, which just meets people's consumption psychology of 'hidden market'." "In addition to drinking tea, the tea house also has its own tea farm, focusing on alpine wilderness tea, with an annual output of about 1,000 kilograms, basically self-produced and self-sold, and an annual operating income of about 3 million yuan."

Not far away, outside the "Dechengxing" teahouse, several tourists simply moved the tea table to the door, chatting while drinking tea. "Soup-colored amber, silky throat, sweet and soft." Before leaving, Chen Chen, an old tea guest in Hubei, did not forget to bring a few boxes of "Qianyou Manhong" to relatives and friends. "Such a good tea is free to drink, and the owner also enthusiastically introduced us to the cultural history of Xiangdong Street and Xinhua black tea, and will come next time."

"Xinhua Black Tea Public Brand has obtained the National Geographical Indication Certification Mark." Zhou Yong, the recommendation officer of Xinhua Tea Brigade, said, "The tea houses on Xiangdong Street mainly sell Xinhua black tea, and they all have their own tea farms. This is not only a sales place, but also a product promotion and recommendation platform, we must make our brand bigger and stronger. ”

Xinhua takes the black tea industry as the pillar industry of the county's agriculture, with a tea garden area of 92,000 mu, an annual output of nearly 5,000 tons of black tea, a total output value of nearly 1.1 billion yuan, and a comprehensive industrial chain output value of nearly 3.6 billion yuan of Xinhua black tea.

Look --

An old mansion, interpreting the thousand-year-old Meishan culture

The architecture of Xiangdong Street combines the style of the Qing Dynasty and the Republic of China. Wandering the ancient streets and alleys, smooth and simple bluestone slabs, exquisite pavilions, and fluttering Hanfu displays, it is a good place for "filming", attracting many tourists to take photos and check in.

In addition to static remains, a cultural feast awaits you.

Shende Hall, built in the eighth year of Tongzhi in the Qing Dynasty, with a total area of more than 2,000 square meters and 48 houses, is the largest and well-preserved courtyard in Xinhua, and has now become an exhibition hall of Meishan culture. Here, you can view the monument gallery, see antiques, feel old objects, experience new food culture, and watch folk performances.

Step into the bluestone threshold, in the Meishan cultural time and space tunnel, the local silver tickets in the early Republic of China, witch masks of different shapes, simple and exquisite carved wooden tools... There are more than 530 pieces in the collection, each of which tells the story of the past.

"Seeing these old objects with our own eyes is very familiar and very nostalgic, some of which we used when we were children." Tourist He Jiaolong said with a smile, "Xiangdong Street has food and play, as well as folk customs exhibitions, which is simply a cultural treasure." ”

The gong and drum sounded, and the good show began. The Xinhua mountain song "Immortals are difficult to guess", the simple rhyme and authentic "Xinhua cavity" instantly attracted the audience; Meishan fist and Meishan stick, showing the courage and fierceness of "Meishan Man"; Meishan puppet play, primitive witch performance, as if dreaming back to a thousand years.

Shende Tang also launched the "Chinese Traditional Wedding" project, with a flower sedan to welcome relatives, eight palanquins, ceremonial guards to open the way, lion dance to lead the door, and in recent years, more than 40 couples have held Chinese traditional weddings.

"Tourists are popular on holidays, and the monthly operating income is about 400,000 yuan." Qing Zhibin, the person in charge of Shende Hall, said, "The integration of culture activates the consumer market and improves the quality of consumption. ”

Combine the fireworks of the city with the thick cultural history, and deeply integrate the tourism consumption format with the elements of the ancient street. Walking around East Street, it has changed from simply eating a bowl of noodles to cultural consumption and a slow-paced life experience. The popularity continues to gather, and the brand is becoming more and more shiny.

【Expert Comments】

"Slow life" drives the "rapid development" of cultural tourism industry

Dean of Business School, Hunan University of Humanities and Science and Technology Liu Xintian

The fast-paced life is tiring, the beauty in life needs to be tasted slowly, and slow life has become a new format, new scene and new highlight of travel consumption.

Green bricks and black tiles, carrying a heavy historical memory of Xinhua Xiangdong Street, "tasting Xinhua black tea, listening to Xinhua mountain songs, watching Meishan martial arts, eating Xiangdong Street noodles..." The scenes of daily life and the real market temperament vividly interpret the slow life of modern tourism.

New businesses that deeply integrate culture, tourism and commerce have quietly set off, and the slow life block responds to the new demand for consumption upgrading with new retail, new formats and new models. The 14th Five-Year Plan and the outline of the long-term goals for 2035 point out that it is necessary to build a number of national-level tourism and leisure cities and neighborhoods with distinctive cultural characteristics. The construction of slow life blocks should focus on "history with roots, cultural veins, business channels, and brand with soul" to highlight regional characteristics, and promote the integration of local culture and tourism form innovation, business format improvement and service improvement.