The 2024 China Brand Day with the theme of "Domestic Trendy Brands, Products Build the Future" was held in Shanghai from May 10 to May 14.
Thanks to the top-of-the-line strategy of Oriental Life Aesthetics, in recent years, Yuyuan Co., Ltd. has continued to deeply refine the spiritual and cultural core of brands and products, conformed to new consumer needs and new hot spots, and continuously upgraded brands and products, so that culture can inject a steady stream of kinetic energy into the promotion of brand power and product power to cope with the transformation of consumption trends. This year's China Brand Day, coinciding with the 30th anniversary of the National Intangible Cultural Heritage Yuyuan New Year Folk Lantern Festival, presents the 30th anniversary of the Yuyuan Lantern Festival "Moonlight Treasure Box" with the theme of "Standing with You in Pursuit of Light", and takes you back to the grand occasion of the previous Lantern Festival through light and shadow.
In addition, the Yuyuan Lantern Festival, which went to France for the first time, was unveiled in the "World Brand" section of the National Development and Reform Commission as a representative case of China's going global. At the same time, the cultural and creative products of the Old Temple, Tong Han Chuntang, Tuopai Shede and the Lantern Festival were also displayed at the scene, and the Shanghai Watch Fanhua series of watches were also unveiled in the exhibition area of the Shanghai Pavilion. Through different dimensions, it shows the profound traditional folk culture of Shanghai to the world, takes culture and scientific innovation as the company's new quality productivity, and provides insight into the world expression of oriental life aesthetics through the Lantern Festival, showing the high-quality development of the brand.
On the evening of the 10th, at the China Brand Day and Day held by the China Brand Construction Promotion Association, Yuyuan Co., Ltd. won the "Like My Favorite Chinese Brand" and "Foreigner's Favorite Chinese Brand".
Hu Junjie, vice president and spokesman of Yuyuan Co., Ltd., said: As a large-scale consumer industry group rooted in China and Shanghai, Yuyuan Co., Ltd. has 19 time-honored Chinese brands and a number of high-quality brands at home and abroad. In recent years, Yuyuan Co., Ltd. has taken oriental life aesthetics as the company's top strategy, led a new round of industry growth with culture, and actively explored Chinese brands and Chinese culture going global. This year, the Yu Garden Lantern Festival went abroad for the first time and was successfully held in Paris, France. Yuyuan will continue to adhere to the principle of integrity and innovation, culture to go to sea, build a cultural brand, and tell the story of Yuyuan, Shanghai and China.
The Yuyuan Lantern Festival has been 30 years old, and the thousand-year-old culture has been inherited
2024 is the 29th year of the Yu Garden Lantern Festival, and the 40-day Shanghai Yu Garden Lantern Festival has attracted more than 4 million visitors. At the same time, it was held in Paris, France for the first time, attracting nearly 200,000 local lantern viewers in France in 72 days, and more than 200 overseas media published nearly 1,000 reports on the French Yu Garden Lantern Festival, successfully "breaking the circle" overseas and having many overseas "fans". Behind this is the inheritance of thousand-year-old customs, and it is also the profound power of excellent traditional culture, which has successfully built a lighting scene immersed in the aesthetic concept of oriental life.
The Yu Garden Lantern Festival is one of the longest-standing, most well-known and most popular Chinese New Year lantern festivals in China, and was listed as China's national intangible cultural heritage in 2011. According to the "Songjiang County Chronicle", Liu Bi, the nephew of Liu Bang, the ancestor of the Han Dynasty, introduced Yangzhou culture and held a lantern festival in the form of the court; Since Zhu Yuanzhang of the Ming Dynasty named Qin Yubo as the god of Shanghai, the Lantern Festival in Shanghai began to concentrate in the area of Yu Garden in the center of the city, and continued to grow and develop, and then stopped due to historical reasons. In 1995, with the completion of the renovation and expansion project of Yuyuan Mall and the reopening of the City God Temple after 29 years, Yuyuan Mall decided to re-hold the Yuyuan New Year Folk Lantern Festival, which has continued to this day. Over the past 30 years, the Yuyuan Lantern Festival has continued to explore creative transformation and innovative development, hoping to build a world-class Chinese brand, become a platform for cultural exchanges between the East and the West, present and express the broad and profound Chinese culture, including intangible cultural heritage skills, to the world, communicate with the world more actively and actively, and explore a new path of high-level opening-up.
The 2023 and 2024 Yuyuan Lantern Festival uses culture as the carrier and Chinese lanterns as the medium to tell the real and vivid Chinese stories and Chinese culture to the global audience. Adhering to the cultural and historical context of Shanghai's old town, with the "Classic of Mountains and Seas" as the creative blueprint, the theme of "The Legend of Mountains and Seas" is highlighted, so that citizens and tourists have a new understanding and experience of intangible cultural heritage lantern art. This year, the lantern festival in Yuyuan Garden in France will be listed as the opening event to celebrate the 60th anniversary of the establishment of diplomatic relations between China and France and the China-France Year of Culture and Tourism, as well as a series of "high-quality" activities in the bilateral cooperation between China and France in 2024. Watching the lantern festival in the French Yu Garden has become a local "Internet celebrity" activity. On weekends and holiday nights, local French lantern watchers often have to queue up for hundreds of meters to enter the park to see the Chinese lanterns.
Standing in the thirties, the Yu Garden Lantern Festival has become a well-known landmark project of urban cultural tourism. This year, it was selected as an innovative case of launching the "Shanghai Culture" brand in 2022-2023, and won the best integrated development case and the most popular case among citizens. The French Yu Garden Lantern Festival won the 2023 Shanghai "Silver Pigeon Award" for the best activity case, which is a classic case of Chinese culture "going global".
Culture + science and technology, tell Chinese stories well
Since 2021, the company's strategy has been at the top of the "Oriental Life Aesthetics" to explore the combination of cultural genes and modern consumption trends. In 2023, the Oriental Life Aesthetics Research Institute will be established and the "White Paper on Oriental Life Aesthetics" will be released; On May 19 this year, the "Shanghai Oriental Life Aesthetics Map", jointly created by the Institute, the European Institute for Comparative Urban Studies, the European Union Asia Center and a number of well-known institutions, will be released at the Shanghai branch of China Tourism Day. From the perspective of international tourists, the guide map selects more than 100 of Shanghai's most representative oriental life aesthetics experience points, which are divided into three chapters: Shanghai must visit, Shanghai rhythm and authentic Shanghai, providing international friends from all over the world with an intimate guide to experience lifestyle tourism in Shanghai.
In addition to taking culture as one of the cores of new productivity, Yuyuan Co., Ltd. has also continuously consolidated the digital capabilities of the company and its industries, increased the layout of science and technology, and successively established five science and technology innovation centers to comprehensively improve industrial operation capabilities and product competitiveness.
Yuyuan Co., Ltd. gives full play to the advantages of Shanghai's cultural business card and landmark business district, accelerates digital transformation through technological innovation, combines the culture and history of Yuyuan Old Town with smart business, integrates culture, tourism, consumption, business and management scenarios, better serves consumers, and empowers merchants and operation management. Yuyuan Garden Business District has completed a relatively complete digital system system, and continues to explore the metaverse and AIGC to improve user services, empower merchants, and enhance the overall digital capabilities of commerce. On this basis, the company is focusing on establishing the "Dayuyuan Metaverse Super Scene" to create new businesses, new cultural tourism and new entertainment with virtual and real interaction, and establish new consumption scenarios through the combination of new and old business models through the Metaverse. Not long ago, at the "2024 Seminar on the Development of New Commercial Productivity", Yuyuan Co., Ltd. was rated as a BCMM Level 5 (leading level of digital transformation capability maturity of commercial enterprises) commercial enterprise.
With the help of culture and scientific innovation, the company's time-honored brand has also been reborn. The company's jewelry brand Laomiao's fist product "Guyun Gold" series products have been continuously improved, and the sixth generation of "Rich and Rich" series has quickly been recognized by the market and has become another star of the "Guyun Gold" family; Shanghai Watch deeply excavates the cultural value of the brand, and at the same time combines new technologies for the hot spots of the consumer market to launch a variety of popular products. The Science and Technology Innovation Center of Culture and Catering Group focuses on food and technology innovation, uses advanced testing equipment and analysis technology, etc., to extract the core data and key cooking steps of traditional dishes, and effectively solves the pain points of easy loss of flavor in the process of prefabrication of signature dishes through modern technological innovation, and highly restores the "ancestral formula" and classic delicacy of time-honored brands, so that the signature dishes of time-honored catering brands can further enter supermarkets and consumers' homes.
In addition to the Yuyuan Lantern Festival, a number of time-honored Chinese brands under Yuyuan Co., Ltd., such as Laomiao, Tong Hanchun Hall, Shanghai Watch, Tuopai Shede and Yuyuan Lantern Festival cultural and creative products, also presented their brand development achievements under the oriental life aesthetics strategy in recent years. In the future, Yuyuan will continue to help the high-quality development of enterprises with the two new productive forces of culture and science and technology, tell the story of Yuyuan, Shanghai and China, and share the magnificent magic of oriental life aesthetics with the world.
Editor: Liu Sile
Editor-in-charge: Gu Shuxu