From last year's popular "go to the Chinese medicine pharmacy with sour plum soup" to this year's popular "go to Xinjiang for sand therapy" and "punk health combination set", the pursuit of "new Chinese health preservation" by young people with awakened blood has not decreased.
Image source/network
Different from traditional health preservation, the "New Chinese Wellness" is simpler, more effective and in line with the modern rhythm of life, emphasizing the use of fashionable and diversified diet, exercise, psychological adjustment and technological means to help young people better maintain their physical and mental health.
For example, go to the Chinese medicine hall with sour plum soup and eat healthy rice; Go to the elegant massage hall to do ancient moxibustion and enjoy afternoon tea; Or go to nature to heal the body and mind, such as mountain meditation, forest yoga, singing bowl meditation, meditation on meditation and hiking for oxygen.
As a commercial project leading the urban trend, some shopping malls have also moved old Chinese medicine practitioners to form various "new Chinese national tide health bureaus"——
- Chongqing Halo Shopping Park invited the old Chinese medicine doctor of Mingyitang to take the pulse and send back the blood medicine package on the spot;
- Shanghai Xintiandi Fauvism joined hands with Tong Han Chuntang, a century-old Chinese medicine time-honored brand, to create a limited-time pop-up store called "Xia An Xiangpu";
- Longfor Hangzhou Bauhinia Tianjie joined hands with Fang Huichuntang, a time-honored traditional Chinese medicine museum, to form a "Crispy Youth Health Bureau";
- Chongqing Dongyuan 1891's #惜命青年养生大会#, Shiquan Da Supplement Market, Rejuvenation Baduan Jin, Buddhist Calligraphy and Lying Flat Concert, the main theme is a comfortable real lying flat;
- ……
Longfor Hangzhou Bauhinia Tianjie X Fang Huichun Hall "Crispy Youth Health Bureau"
Source/Longfor Hangzhou Bauhinia Tianjie official public account
Chongqing Dongyuan 1891 # Life-Saving Youth Health Conference#
Photo source: Xiaohongshu @ Dongyuan 1891
What's even more interesting is that after further exploration, we found that the "old Chinese medicine doctors" are no longer what they used to be, but have turned into new Chinese "tea shops", "cultural and creative shops", "collection stores", "complexes" and other new forms, as well as participating in the creation of characteristic theme blocks in urban renewal, approaching modern young people in a younger and trendy way.
01.
Tong Han Chun Hall
National tide health check-in place
Located in Yuyuan Mall, the "Tong Han Chun Tang" Chinese Pharmacy was founded in the 48th year of Qianlong in the Qing Dynasty (1783), with a history of 241 years, and is a veritable time-honored brand of traditional Chinese medicine in Shanghai.
Located in the Yuyuan Mall, "Tong Han Chuntang" Chinese drugstore
Photo source/Yuyuan Mall
Nowadays, in line with the new trend of the national tide, while retaining the quintessence of traditional Chinese medicine, the traditional time-honored brand is "rejuvenated" and has become a time-honored Chinese pharmacy integrating pharmacy, milk tea shop and traditional Chinese medicine museum.
Walking into the store, the staircase of the ins-style hundred-eye cabinet located in the atrium is quite eye-catching. It is reported that its inspiration comes from the mainland's unique 100-eye cabinet, through color innovation, with a staggered color to create a whole glass scene, at the same time, the 100-eye cabinet wall is also embedded with the use of naked-eye 3D technology "fairy grass around the blessing".
Tong Han Chuntang's ins-style check-in wall
Photo source/Magic Capital eats light
In addition, adhering to the original intention of passing on the culture of traditional Chinese medicine, the store enshrines two statues of Sun Simiao, the king of medicine, and Shennong, the god of medicine, while worshipping the sages and enhancing the sense of ritual in daily life, it also has the intention of "allowing more people to bring home the blessings of 'health' and spreading the elegance of traditional Chinese medicine that has been inherited for thousands of years and a hundred years".
Continuing to explore along the transparent staircase, in addition to medicines, clinics, registration desks, and treatment rooms, there is also a museum of traditional Chinese medicine on the third floor that is included in the "National Museum List". The museum treasures a variety of rare medicinal materials and rare treasures, such as traditional processing techniques, historical materials, and ginseng dolls made from 1,000 ginsengs. In addition, there is also the black technology AI consultation of intelligent TCM health management, which can put forward personalized health suggestions according to different seasons, and can also interpret the acupuncture points of the whole body.
Tong Han Chun Tang Museum of Traditional Chinese Medicine
Photo source/Yuyuan Mall
An intelligent interactive machine inside the Museum of Chinese Medicine
Photo source/Yuyuan Mall
In terms of products, Tong Han Chuntang closely follows the needs of young people, combines traditional Chinese medicine and milk tea, two seemingly unrelated things, to create the "24 solar terms tea" Internet celebrity brand, and develops and sells health teas including XO essence stay up late, goddess collagen rose dew, and hair five black water.
Tong Han Chuntang "24 solar terms tea" brand
Photo source/Yuyuan Mall
02.
Tong Ren Tang
Zhima Health New Retail Concept Store
In order to develop the younger health consumer market, Tong Ren Tang Health Pharmaceutical Co., Ltd. created a sub-brand of Zhima Health as a new retail transformation business in 2018.
From 2019 to 2021, Tong Ren Tang Health Pharmaceutical opened and successfully operated two Internet new retail concept stores, "Zhima Health No. 1 Store" and "Zhima Health No. 0 Store". Subsequently, offline stores were launched in Beijing, Shanghai, Chengdu, Suzhou and other cities. According to its official public account, Tongrentang Zhima Health has opened 12 new retail stores.
Among them, Zhima Health Zero Store is a new retail super concept store in the field of big health created by Beijing Tongrentang Health Pharmaceutical Co., Ltd. for four years.
Zhima Health Zero Store
Photo source/Zhima Healthy Life
There are three floors above and below the store, covering an area of about 5,000 square meters. The overall decoration is fashionable and atmospheric, the fusion of tradition and modernity, and a great sense of science and technology. From the first floor upwards, it includes accurate detection, precise food therapy, precision physiotherapy, etc., covering diversified shopping and leisure scenes, and is a one-stop healthy life experience hall that connects online and offline scene consumption.
- The first floor is the precision food therapy section, which is divided into five functional areas: coffee shop, tea shop, bakery, ancient food kitchen and red wine shop, showing the full line of products of Yue Vitality, President Brand and Tong Ren Tang; There is Asia's largest "24H non-closing" vending machine at the entrance, which can hold 9,000 SKUs, and it only takes 45 seconds from placing an order to getting the goods.
- The second floor is the Precision Aging Center, which is equipped with 9 physiotherapy rooms, which can formulate a "one-person-one-side" age-shaping program for users through multi-dimensional and multi-dimensional testing and evaluation.
- The third floor is the precision medicine area, which has the world's largest traditional Chinese medicine dispensing table, which can accommodate more than 1,000 kinds of refined decoction pieces. There is also a decoction room, which can be used as a decoction substitute and can be delivered to your home.
Asia's largest "24H non-closing" unmanned vending machine
Photo source/Zhima Healthy Life
The world's largest traditional Chinese medicine dispensing table
Photo source/Zhima Healthy Life
However, Zhima Health's rejuvenation did not stop there, after the successful testing of the pop-up store in the early stage of the CP Center, the Chia Health CP Center store and the first lifestyle experience store officially opened in Beijing CBD in August last year. The store integrates car culture and healthy life scenes, and combines supercar engines and seats, a super race track with transparent and visible feet, a traditional Chinese medicine hall, herbal drinks, and healthy meals to create a futuristic healthy lifestyle space.
Zhima Health Zhengda Store "Energy Column"
Photo source/Zhima Health
Zhima Health Zhengda store spacious and modern car track
Photo source/Zhima Health
03.
Fang Huichun Hall
Yujie Song Yun Cultural and Creative Space
Fang Huichun Hall, a century-old medical museum located in Hefang Street, a famous historical and cultural district in Hangzhou, has opened a Yujie Song Yun cultural and creative space. The main entrance of the store is located on the side street of Hefang Street, and the internal space is connected to the Fang Hui Chun Hall, where customers can walk through the interior.
Fang Huichun Hall Royal Street Song Yun Cultural and Creative Space
Source/Hangzhou Daily
The store is equipped with a hand-made experience area, an interactive science screen, a health tea bar and various cultural and creative products. Here, you can not only see the display of traditional Chinese medicine culture and Song Yun culture, but also buy national tide health drinks that integrate traditional ointment and tea recipes.
Fang Huichun Hall Royal Street Song Yun Cultural and Creative Space
Source/Hangzhou Daily
During the May Day period, Yujie Song Yun & Fang Huichun Hall (Hefang Street Pavilion) brought an in-depth garden-style experience of "A Day in the Song Dynasty" - ordering tea, tea fruit making, guzheng interpretation, incense hand-making, hand-painted fans, hairpins, plum blossom makeup and elegant afternoon tea, etc., immersively tasting the elegant life of the Song Dynasty people. In addition, there is also a commemorative flash mob with the theme of "The Legend of Mortal Cultivation of Immortals", and participate in activities such as breaking through the level set and exchanging stamps for peripherals.
At present, the interactive experience activities of the linkage party rejuvenation hall and traditional Chinese medicine culture are also in internal testing, and it is expected that the Yujie Song Yun Cultural and Creative Space can bring more surprise activities to young people.
Fang Huichun Hall
Source/Hangzhou Daily
04.
Hu Qingyutang
Ruyi Ginseng Co-Tea Internet celebrity check-in point
In order to cater to the Chinese health care needs of modern young people, Hu Qingyutang, the "King of Jiangnan Medicine", also launched a new Chinese health tea and coffee shop last year - "Ruyi Ginseng".
Hu Qingyutang
Source/Hangzhou Daily
Hu Qingyutang "Ruyi Ginseng" Chinese health tea coffee shop
Photo source/Lohas Hangzhou
The store is located behind the main store of Huqing Yutang in Hangzhou, which is a very distinctive Chinese-style courtyard (the communication room of the former Huqing Yutang Pharmaceutical Factory). A large medicinal herb bag device is set up in the courtyard, and behind it is a hundred-eyed cabinet with labels for various medicinal herbs; There are bamboo chairs and bamboo tables at the entrance of the store, which are matched with white walls and tiles and green tree rockeries, which are simple and elegant, and there is a feeling of drinking tea in their own courtyard.
Hu Qingyutang "Ruyi Ginseng" Chinese health tea coffee shop
Source/Hangzhou Daily
Drinks include classic coffee, traditional Chinese medicine coffee and light milk tea. As a new type of product under the name of Sinopharm, it naturally integrates traditional Chinese medicine elements, such as coffee with ginseng, turmeric, chrysanthemum, tangerine peel, oats, cinnamon and double-petaled rose, etc., focusing on health care.
Hu Qingyutang "Ruyi Ginseng" Chinese health tea coffee shop
Source/Hangzhou Daily
05.
Yueido
The Chinese medicine collection in the Cultural and Creative Park
In the Hefei Household Appliance Story Hall of Hechai 1972 Cultural and Creative Park, there are theme sections such as the Old Household Appliance Story Hall, the Smart Household Appliance Exhibition Hall, the Hefei Scene Street, the Handicraft Area and the Stealing Light Book City. Among them, the "Yurongtang" Traditional Chinese Medicine Collection Museum is located in a corner of the "Hefei Scene Street".
Hechai 1972 Cultural and Creative Park "Yurongtang" Traditional Chinese Medicine Collection
Photo source/Anhui Cultural Tourism
Entering the store, the fragrance of medicinal herbs comes to the nose, and the eyes are all displayed in antique Chinese medicine shops, which makes people travel through a hundred years in an instant, and become the "shopkeeper" or "medicine boy" behind the counter.
The exhibits in the collection are all precious collections excavated by his brand family from all over the country, such as blue and white porcelain medicine bowls, blue and white porcelain medicine pillows, wooden tongue depressors, horn spoons, bone scales, children's insect repellent medicine packaged in exquisite small wooden boxes, as well as wooden massage utensils and cupping cupping in the Republic of China.
"Yurong Hall" Traditional Chinese Medicine Collection
Image source: Xiaohongshu@-Domain Chief-
06.
Ye Kaitai
A new type of traditional Chinese medicine cultural complex
Ye Kaitai Traditional Chinese Medicine Cultural Park is a traditional Chinese medicine complex built by Jianmin Group with a huge investment in integrating intangible cultural heritage, intangible cultural heritage skills, traditional Chinese medicine culture, national and provincial traditional Chinese medicine diagnosis and treatment, and traditional Chinese medicine characteristic tourism, and is also the first 3A scenic spot with the theme of traditional Chinese medicine in Wuhan. The park covers an area of 47,000 square meters and was officially opened in June 2018.
Ye Kaitai Cultural Park
Image source/public account "Ink Lake is my home"
The green tiles and white walls, the elegant and chic Hui-style courtyard, and the green trees, stone lions, fountains, and green bamboo embellishments seem to create a "recuperation field", so that everyone in it can gradually calm down and focus on the current "quiet years".
At the same time, many "TCM-themed" figure sculptures tell people the ancient stories of TCM in silent language. Among them, there is also a "face" hidden in the statue (at that time, the medicinal materials were divided into three layers, the upper layer was the best medicinal material called "face", and the lower layer was the worst medicinal material called "base", in order to ensure the efficacy, Ye Kaitai's steward would always say - give "face" to Ye Kaitai when purchasing medicinal materials).
Traditional Chinese medicine theme sculpture
Image source/public account "Ink Lake is my home"
A Ye Kaitai, half of the history of traditional Chinese medicine. The "Ye Kai Tai Traditional Chinese Medicine Culture Museum" tells the story of the nearly 400-year-old history of this time-honored brand born in 1637 and the talented family behind it, and exhibits the "Ye Kai Tai Traditional Chinese Medicine Preparation Method" as an intangible cultural heritage.
Ye Kaitai Museum of Traditional Chinese Medicine Culture"
Image source/public account "Ink Lake is my home"
In addition, you can experience various activities at the secret pharmacy, such as making "sachets", making moxa sticks, tasting health tea, learning tai chi, Baduan brocade and standing piles, and immerse yourself in the charm of traditional culture.
Host multicultural events
Image source/public account "Ink Lake is my home"
07.
urban renewal
Traditional Chinese medicine theme cultural block
As a strong cultural foundation behind the new Chinese health preservation, the "traditional Chinese medicine culture" that has lasted for thousands of years is also becoming an important part of urban renewal and local cultural implantation.
With traditional Chinese medicine culture as the carrier, Republic of China style architecture as the layout, and health preservation as the industrial support, Chengdu Jinniu District adopts a new science and technology, cultural tourism + operation model, and creates a traditional Chinese medicine cultural characteristic block of "medical · and · tourism" - Zaozi Lane.
Chengdu Zaozi Lane
Photo source/Taurus E Community
Among them, Chengdu University of Traditional Chinese Medicine, as the cultural background and core of the transformation of the entire block, carries a key role in transmitting the culture of traditional Chinese medicine.
Chengdu University of Traditional Chinese Medicine
Photo source/Metro Headlines
In terms of landscape scene creation and cultural connotation interpretation, a traditional Chinese medicine cultural wall is set up on the street wall, a characteristic corridor of more than 270 meters is built, a large-scale painting of "Apricot Forest Spring Warmth" is set up, and green sculptures such as "Wonderful Hands Rejuvenation" and "Hanging Pot Helping the World" are added, and bricks and stones are used as brushes to tell stories about traditional Chinese medicine and shorten the distance with modern young people.
Portrait of an old Chinese medicine doctor
Photo source/Metro Headlines
In just a few hundred meters of jujube lane, there are also a large number of jujube tree memory elements, traditional Chinese medicine elements, and landscape sketches of Republic of China elements, such as children's jujube sculptures, traditional Chinese medicine celebrity walls, Chinese medicine cabinets, herb knowledge science wall, etc., which increase the interest of the tour and enrich the cultural connotation of the street.
Jujube Lane sculpture
Carving of the cabinet of medicinal materials in the Chinese medicine pharmacy, and popularization of the diagnosis and treatment methods of traditional Chinese medicine
Photo source/Metro Headlines
In addition, focusing on the development orientation of "traditional Chinese medicine characteristic cultural block", Zaozi Lane has not only introduced more than 10 traditional Chinese medicine and health enterprises such as Tongrentang, Shengyuantang and Derentang to settle in, but also based on the industrial development ideas of "medicine", "maintenance" and "tourism", to create an experiential, scene-based and interesting traditional Chinese medicine consumption scene and urban health and cultural tourism projects dominated by health preservation, cultural experience and medical tasting, creating an urban health tourism consumption scene with a strong atmosphere, and cultivating and forming a unique "health and wellness tourism" Industrial chain.
Similarly, in recent years, Xi'an has also built the first cultural block with the theme of traditional Chinese medicine in Northwest China - Yanta District Traditional Chinese Medicine Culture Theme Block.
The theme street of traditional Chinese medicine culture on the east and west sides of Electronic West Street
Photo source/Yanta Fusion Media
Focusing on the theme of Qin medicine and Qin medicine culture, the theme block is implanted with statues of famous Chinese medicine masters and characters, traditional Chinese medicine classics, Qinling Chinese herbal medicine specimens display, medicine and food homologous medicinal materials, traditional Chinese medicine health care publicity, etc., interpreting the traditional Chinese medicine culture with vivid images and rich connotations, so that the ancient quintessence can be rejuvenated in the new era and let more people understand the culture of traditional Chinese medicine.
In addition, the newly built community health service station with a construction area of more than 3,500 square meters, with traditional Chinese medicine hall, immunization room, stomatology, general practice, and nurse station as the main body, has set up a famous and old Chinese medicine studio, a Chinese medicine expert consultation room, a traditional Chinese medicine inheritance room, as well as a decoction room, acupuncture and massage room, fumigation room, rehabilitation room, physiotherapy room, and is equipped with more than 40 kinds of traditional Chinese medicine treatment equipment, building an independent comprehensive service area of traditional Chinese medicine, so that traditional Chinese medicine culture can widely serve the people's lives.
epilogue
Through innovation and transformation, the time-honored brand of traditional Chinese medicine has been transformed into a new Chinese-style "collection store" or "complex", which has successfully attracted the attention of the younger generation.
At present, in addition to the Zhima Health Tea Shop, we have seen many new Chinese health tea brands, such as Juan Xintang, Lu Quinoa opened a recipe, and Mi Xun Tea Room; New Chinese wellness services, such as DR. Brands such as Wong Aromatherapy Shop, Gu Xiaotui· Tuina· Massage· Tea · Social Interaction, and Le Xiaotui Chinese SPA have been introduced into commercial projects one after another.
In the future, shopping malls may be able to cooperate with these new Chinese health care brands and time-honored Chinese medicine brands to carry out more diversified forms of "new Chinese health care bureaus", such as combining traditional Chinese medicine culture to carry out cultural health activities such as calligraphy, tai chi, incense making, rubbing, etc.; Or identify herbs, make pure medicinal plant sachets, medicine hammers, etc., and enjoy the fun of hand-made; Or combined with AI consultation, recommend health care strategies and symptomatic teas, and create a new one-stop health care experience for lazy people...... From health preservation to heart nourishment, it comprehensively satisfies young people's pursuit of healthy life, spiritual healing, and self-pleasing life experience.