Zhejiang News Client News It is mid-to-late April, but in the Zhiweiguan Lakeside General Store located on the west lake in Hangzhou, Qingming dumplings are still selling hot. Fine bean paste filling, egg yolk meat pine filling, and even flower milk filling, taro paste cheese filling, etc., make the Qingming dumplings completely "out of the circle", not only the scene food, but also become a daily delicious snack.
For the people of Hangzhou, Zhiweiguan is their way from snacks to big pastry shops. To this day, a variety of traditional pastries from Chimikan are still popular. Not only the youth group, but also the Dingsheng cake and lotus cake that have been passed down for thousands of years, the average daily offline sales have reached more than a thousand. At the brine deli takeaway window of the Lakeside Main Store, the scene of the long queue can still be seen every day.
Many people are curious, at the moment when many long-established brands are facing development difficulties, how can the century-old store Zhiweiguan "play" the old taste into the wind? In the view of Gan Tao, the head of brand marketing of Zhiweiguan, it is because Zhiweiguan, founded in 1913, has always hoped to be a century-old "net red shop".
The zhiweiguan masters led the reporter Wu Jiani and the sports food blogger "Yuanqi Juzai" to experience the food production together
How to build a century-old "net red shop"? The reporter invited the post-90s sports food blogger "Yuanqi Juzai" (real name Wei Zijun), who has a large number of "fans", as an "experience officer", to walk into the ZhiweiGuan together to feel the young old store.
Conquer young people with "looks"
Under the cornices and green tiles, through the ancient rhyme of the long porch, the reporter and "Ju Zai" came to the third floor box of the Zhiweiguan Lakeside General Store, pushed open the door, and could not help but issue a sigh: "Is this all dim sum?" So beautiful! ”
In order to let the experience officer have a more comprehensive understanding of the concept of knowledge and taste, the teachers and masters in the store have shown their housekeeping skills, and the exquisite dim sum has become a scenery of its own.
A beautiful pomegranate bun with sweet and delicious cream sauce. Han Qi, manager of the Zhiwei Viewpoint Heart Department, said that if customers need it, they will replace it with a soft-seeded pomegranate that does not need to spit seeds, and the taste is also very novel.
The lotus crisp with six petals makes "Ju Zai" love it and is reluctant to take a bite. It has been featured in the documentary "China on the Tip of the Tongue", according to the opinions of the gourmets, now this dim sum has changed from simple white to pink, and the filling is in addition to bean paste and matcha, which not only greatly improves the appearance, but also has a richer taste.
The pattern is constantly renovated, and there is also a famous Hangzhou spot Dingsheng Cake. "In the past, you had to be full of snacks, but now it's different." Han Qi told reporters that the dim sum had been too "real" before, "The initial Dingsheng cake was large and rough. "The taste is good, but the sales have been flat, what is the problem?" Zhiweiguan deliberately investigated and found that young people like exquisite and cute pastries, "We will shrink the Dingsheng cake to the size of a mahjong card, one bite at a time, not only cute, but also not easy to get the slag dirty hands." ”
What is innovative is not only the shape, but also the taste. "Instead of adding artificial colors, we use vegetable juice to make the color more beautiful and rich, and also add a wisp of fragrance to the cake." Under the leadership of Han Qi, the dim sum team repeatedly tried, spinach juice, carrot juice, dragon juice, etc. took turns, and finally presented to us, not only the traditional pink Dingsheng cake, but also green, purple, orange 3 colors, although small, the word "Dingsheng" on it is still clear and nuanced, which shows the high production process.
"First of all, the taste must be good, and secondly, the appearance value must be high." Han Qi said that a small Dingsheng cake is the epitome of people's changes in tastes over the years. "More exquisite and delicious, there are good omen plus points, every year in the middle school entrance examination, college entrance examination season, Dingsheng cake is in short supply."
Dim sum manager Han Qi is not very old, but is already a district-level non-hereditary heir, she told us that during the Qingming Dynasty, Zhiweiguan specially developed and launched new products such as lactic acid bacteria flavor green dough, taro paste cheese green dough, four seasons green dough, etc., and sold tens of thousands of them in 5 minutes after being put on the shelves in the network live broadcast room.
Innovation never stops
"Ju Zai" is a food life master, who has seen a lot of delicious and fun, but was conquered by a "Longjing Ask Tea" in the Zhiwei Temple.
Exquisite dim sum of Zhiweiguan: "Longjing shrimp". "Tea leaves" are made of "cat ears"
This is a dim sum named after the Ten Views of the West Lake, the inventor is Master Zhao Xingyun, a provincial non-hereditary inheritor of the traditional dim sum making technique of Zhiweiguan, and the whole form is ingenious. "If no one introduced me, I would really think it was green tea." "Ju Zai" sighed. Only to see the small dough added to the vegetable juice carved into the shape of a bud of Longjing tea two leaves, placed in the tea cup, the teapot is filled with clear broth, when eating the broth poured into the tea cup, it is fragrant, smooth and delicious.
What makes "JuZai" even more incredible is that this "Longjing QingCha" has been published as early as 1999: "It turned out that a lot of creative zhiwei concepts existed 20 years ago, even if they are put into the present, they are not outdated at all, it is really a 'card face' on the table!" ”
In fact, the concept of taste has been innovating. Many people first know about Snow Beauty In the Zhiwei Temple; the cherry blossom crisp that evolved from the lotus crisp also rises from the Zhiwei Concept; even the traditional small dumplings are also upgraded in the fusion tradition.
The crystal clear and smelly cage with a fresh soup made the experience officer "Ju Zai" want to stop: "Fresh! A bite of freshness! Han Qi introduced: "The selection of ingredients for small dumplings has always been very exquisite, and it has also kept pace with the times, for example, it has increased the variety of shrimp and fresh meat, which is fresh and sweet and delicious. "However, the tradition of zhiweiguan xiaolongbao all handmade has not changed, not to say anything else, just say that there are eighteen pleats on the small dumplings, the teacher Fu pinched up fast and good, the experience officer as soon as he got started, he knew that it was not simple.
Under the instruction of the teacher Fu hand in hand, "Ju Zai" tried to wrap one, and the filling always ran to the outside of the dough, and the pleats were twisted and twisted, not to mention the eighteen ways. Looking at "Ju Zai" a little frustrated, teacher Fu comforted: "Normal, the average person at least have to study for a year to get started, to do fast and good, no five or six years of skills is impossible." ”
Seize the "home economy" outlet
Products and channels go hand in hand, which is another new feeling for journalists and experience officers about the old-fashioned taste concept.
Walking into the fifth floor of the Zhiweiguan Lakeside Main Store, there is a historical memorial wall that tells the old story of Zhiweiguan, and the sharp-eyed "Juzai" can be seen at a glance, and in the 1933 "West Lake Tour Guide", Zhiweiguan is one of the stops. "It can be seen that we have been expanding sales channels and are the 'net red' punch point for the tide." Gan Tao introduced.
In recent years, where the interest points of young people are, where is the direction of the taste of the water test. At the new retail window below the Zhiweiguan Lakeside Main Store, "Juzai" also found a smart cloud shelf. The staff on the side told us that there is a special venue to make classic pastries, "look good, taste good, directly online order, no need to carry the hand, directly to the home." ”
"So convenient!" "Ju Zai" directly clicked on the cloud shelf, just like Taobao shopping, followed the guide to directly order a box of lotus cake, chose to send it to the northeast hometown: "Give my father and mother a taste!" ”
E-commerce sales, live streaming with goods, cross-border cooperation frequently launched, as of now, Zhiweiguan e-commerce channel sales revenue exceeded 100 million yuan.
Affected by the epidemic, relying on the "home economy", the sales of clean dishes of Zhiweiguan have also begun to explode, with a maximum output of more than 13,000 boxes in a single day, and 27 semi-finished dishes are in short supply.
Chef Zhang Jia of Zhiweiguan fried a plate of pepper fillet for "Ju Zai" with boxed clean vegetables, raised the oil pot, put the beef fillet and pepper in order, and then added some spices to start the pot, which took less than 3 minutes. Clip a chopstick beef fillet to taste, "Ju Zai" even called out to the tunnel. Knowing that as long as you place an order on the Hangzhou takeaway platform, you can quickly deliver to your door, and she even said that it is convenient: "I burn it quickly, and my mother will not worry about my old call for takeaway, which is not good for my health." ”
Where do we go from here? The Concept of Taste is still being explored. Experience officer "Ju Zai" said: "As long as we keep the quality off and constantly innovate, then we will come often, and Zhiweiguan will always be an Internet celebrity shop by the West Lake." ”
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Long-established archives
"Zhiwei stopped and smelled the incense and got off the horse." If you want to know my taste, you will know what I see", which is a portrayal of the Chinese time-honored Hangzhou Zhiwei concept. Founded in 1913 by Mr. Sun Yizhai, Zhiweiguan is bordered by the bustling commercial street Yan'an Road in the east, the lakeside commercial characteristic street and the scenic Xizi Lake in the west. Zhiweiguan is one of the first batch of China's top ten catering brand enterprises recognized by the Ministry of Commerce of the People's Republic of China, and is also one of the most well-known catering enterprises in Hangzhou.
Experience officer assessment
I didn't expect that the old brand can be so close to young people, the traditional pastries with Hangzhou characteristics have turned out new tricks, and the taste of Hangzhou with the old foundation has been sent to thousands of households, not only me, I believe that many "little young" will become the "fans" of this old brand.