Wangfujing business district
When it comes to Beijing's famous commercial streets, Wangfujing Street must be on the list. Wangfujing Street has a long history of 100 years, and enjoys the reputation of "Golden Street" in Beijing. With the announcement of the selection of municipal-level characteristic consumption blocks in 2023, Wangfujing business district, together with the new municipal-level characteristic consumption block Jinbao Street and Hongxing Hutong, has become an important part of the "Five Circles and Nine Streets" in Dongcheng District. There are more than 30 time-honored brands such as Donglaishun, Wuyutai, Tongshenghe and so on in the area, and many of them have settled here in the "first store" a hundred years ago.
In recent years, with the transformation and upgrading of the Wangfujing business district, time-honored brands have also actively sought innovation and change, constantly developing new products and exploring new consumption patterns while telling the stories of time-honored brands, so as to help the business district build a fashion consumption gathering place.
Donglaishun
The century-old store tells the story of the time-honored brand
At noon, Donglaishun Restaurant, located on the fifth floor of Beijing APM Shopping Center (formerly Dong'an Market), was full of diners, and fresh ingredients such as mutton, beef, and shrimp slippery were put into the copper hot pot with a hot charcoal fire, and after a while, bursts of aroma wafted out. The decoration of the store is very distinctive, with old photo walls, cloisonne hot pot display shelves, and Donglaishun old church training...... Time-honored cultural elements can be seen everywhere.
"This is the main store of Donglaishun, where the first store of Donglaishun opened more than 100 years ago. According to the relevant person in charge of Donglai Shun Restaurant APM Main Store, in 1903, Ding Deshan, the founder of Donglai Shun, spent all his savings and set up a stall at the north gate of Dong'an Market, named "Ding Ji Porridge Stall", and changed its name to "Donglai Shun Mutton Restaurant" a few years later. On the wall of the store, a huge mural depicts the scene at that time: inside the wall of Dong'an Market, there are rows of shops, and Donglaishun stores are full of friends.
There are many old photographs hanging on the wall opposite the mural, two of which are black and white photographs taken in the 30s of the last century: a two-story small building, with a plaque of "Donglai Shun" hanging on the first floor; outside the store, several workers and masters are wearing cotton jackets, aprons tied around their waists, and holding long knives in their hands, bowing their heads to cut mutton on the vegetable mound. According to the person in charge of the store, the long meat cutting knife in the photo is a special inheritance knife for Donglai Shun meat cutting, and the current master still uses it to cut fresh mutton by hand.
In the store's bright file, the master is showing the skill of hand-cutting mutton, only to see him holding the same long knife in his right hand, his left thumb against the meat, pulling the long knife back and forth, cutting out a piece of thin and uniform meat slices, and then neatly placed on the plate, superb skills attracted many consumers onlookers.
The copper hot pot is disassembled and inlaid in a glass window, and the meat slicer from the last century is still preserved in the store...... "I like to come to this Donglaishun to eat, not only because of the good environment and good service, but also because it integrates cultural characteristics and tells the story behind the time-honored brand." A consumer said.
Wu Yu-tai
Exploring the "traffic code" that attracts young people
In front of Wu Yutai's Wangfujing store, young people lined up to buy Wu Yutai ice cream, and some people were not in a hurry to eat it after buying it, but raised their mobile phones to take pictures and check in. "Wu Yutai's matcha ice cream is very well-known, and I came to visit Wangfujing this time to check in. Ma Yue, a 26-year-old girl from Northeast China, came to Beijing for a tour, and before leaving, she planned to buy some more Wu Yutai products as souvenirs.
Walking into the store, the faint fragrance of tea came to the face, and the counter was full of all kinds of tea gift boxes. Under the recommendation of the sales staff, Ma Yue selected the "auspicious Qiaoyu" tea bag series, the sachet packaging is in line with the drinking habits of young people, and the design of the national tide style is also very good-looking. "This is a joint new product launched by us and the National Museum of China, a selection of four paintings from the collection of the National Museum, the spring equinox, mango seeds, white dew, winter solstice four solar terms with different flavors of flower and fruit tea, but also added DIY bookmarks ingenious design, both delicious, beautiful and fun, favored by young people. Wu Yutai Wangfujing store manager Yuan Zhanjuan introduced.
In recent years, the proportion of young people in Wu Yutai's customer base has been increasing, and young people's love for tea culture is increasing day by day. In order to promote the traditional tea culture, Wu Yutai recently opened a live broadcast of the origin for the first time, presenting consumers with the growth journey of tea, from the tea garden to the whole process of tea cups.
"Enshi Yulu is a business card of Enshi. On April 8, on Wu Yutai's official live broadcast account, two anchors dressed in Tujia costumes traced their origins in the Enshi Yulu production area of Hubei. In Wu Yutai's 8th Spring Tea Season series of live broadcasts, the anchor introduced the characteristics of each tea in detail, and at the same time launched limited-time promotions. The novel format attracted many young consumers to participate, and everyone actively asked questions in the live broadcast room.
In the store, spring tea from Enshi, Hubei, Hangzhou, Zhejiang and other places is placed in a conspicuous position. In this year's spring tea season, Wu Yutai's theme is "Spring and Jing Ming, and you are fresh 'Yu'". "Inspired by Fan Zhongyan's The Story of Yueyang Tower, we plan to launch an immersive experience on April 26 to attract younger customers, when consumers can walk into the Wu Yutai Wangfujing store to experience the charm of spring tea and have a dialogue with Fan Zhongyan through the millennium. Yuan Zhanjuan said.
Same as the liter and
Expand marketing channels to "break the circle" and "circle fans"
On the endless Dongdan North Street, the antique doors of Tongsheng and Wangfujing stores are very distinctive. Walking through the door, cloth shoes of various styles and colors fill the shelves: men's mille-feuille cloth shoes have round mouths, photo scarves and other styles, which are comfortable and breathable, and women's cloth shoes are embroidered with fashionable patterns, fashionable styles, beautiful and dignified.
"In recent years, young people have become more and more health-conscious, and some people like to prepare a pair of cloth shoes in the office to free their feet. In order to cater to these consumers, our designs are also becoming more youthful. According to the sales staff, the black woven fabrics, new technical cloth materials and limited shoes for the Year of the Dragon currently sold at the booth are all new products developed by the company, which can meet the preferences of current consumers while retaining the brand characteristics.
Walking inside is the leather shoe sales area, where new spring and summer products have been put on the shelves one after another. "This year's new styles include the classic three-joint leather shoe style and the traditional handmade sandal style, which is handmade from high-quality calf leather, the sole material is the finest calfskin core, and the lining of the shoe is also made of high-quality cowhide. According to the sales staff, Tongsheng and "Jingpai handmade sewing along the strip process" is a national intangible cultural heritage skill, including more than 100 processes such as stretching, sewing, upper bottom, nail palm, etc., which belongs to the top level of shoemaking skills.
Founded in 1902, Tongshenghe Shoe Store is famous for producing handmade cloth shoes and leather shoes. In 1932, Tongshenghe opened its first store in Beijing on Wangfujing Street, and its fashionable and high-quality shoes were favored by consumers and became one of the most popular stores on Wangfujing Street.
In 2009, Tongsheng and Wangfujing stores moved to No. 90 Dongdan North Street, and opened a new logo and door. In order to enrich sales channels, Tongshenghe has actively established online malls, and has established brand flagship stores on multiple e-commerce platforms, and a number of products have become leaders in the field of traditional cloth shoes on e-commerce platforms, achieving e-commerce sales revenue of more than 420 yuan in 2023.
"Wangfujing business district attracts hundreds of millions of tourists every year, injecting a strong impetus into the development of Tongshenghe. Tongsheng and the relevant person in charge said that in the future, Tongsheng and will continue to provide high-quality services and add luster to the Wangfujing business district.
Wangfujing Gongmei Building
Innovation makes traditional crafts "trendy".
"Do you think this fan matches my clothes very well?" In front of the Wangfujing Gongmei Building, a consumer wearing Hanfu and holding a paper fan he just bought asked his companion to help him check in and take pictures. The landscapes and flowers and birds painted on the fan surface are lifelike, and the fan bone is carved with exquisite hollow patterns, which is not only well-made, but also has strong practicality.
Wangfujing Gongmei Building was born in 1954 and is the first store in China specializing in national arts and crafts. After 70 years of development, the 32,000-square-meter space brings together nearly 100 categories and tens of thousands of commodities such as gold, jewelry, traditional Chinese handicrafts and characteristic cultural and creative products.
Walking through the door, a variety of fashionable ornaments are eye-catching. "This year we launched the Zodiac Gold, and the dragon brand and dragon pendant are very popular. The sales staff of the Gongmei gold counter took out a golden dragon pendant to show consumers, "This incorporates the intangible cultural heritage engraving technique, which is to use the chisel to carve a relief pattern on the surface of the gold, which is also one of our housekeeping skills." ”
cloisonné gall bottle, carved lacquerware, filigree inlay handbag...... In the Gongmei Intangible Cultural Heritage Museum on the second floor, the "Yanjing Eight Uniques" craft boutiques gather to "show off their skills". A brightly coloured case exudes a warm sheen, and the surface is decorated with traditional motifs such as flowers and dragons. "This case uses traditional lacquer art and inlay techniques, and the pattern is composed of precious materials such as conch and sea shells, which has a certain collection value. The salesperson introduced.
On the third floor of the building, the innovative project "Great Details" exhibition area attracted many consumers. The venue of more than 100 square meters is divided into a digital exhibition area and a teaching area, and the audience can experience the dismantling and restoration process of cultural relics through digital technology, and intuitively feel the charm of traditional Chinese crafts.
"In recent years, Wangfujing Gongmei Building has continued to innovate products, improve fashion and practicality while focusing on artistic value, and meet the needs of different consumers. The relevant person in charge of Wangfujing Gongmei Building said, "In the future, we will continue to uphold the concept of innovation, make traditional crafts 'trendy', and provide consumers with more high-quality goods and diversified shopping experience." ”