In Xi'an, it is not unusual for "four generations to eat in one shop". A bowl of steamed bun with Sheng Xiang is the taste of Lao Shaan tasting in the steamed bun; drinking a can of Ice Peak orange flavored soda is a sweet memory of childhood; queuing up to buy a big bag of May Dayi is the happiness of flowing oil.
The heart-warming return of the May Day Hotel is the old-fashioned brand that understands the elderly best
This year, Xi'an's time-honored brands have attracted attention from all walks of life for many times, from Xinhua News Agency to CCTV, from the frequent hot punch card videos of Douyin to the hot searches on the whole network many times, and the long-established brands in Xi'an have frequently hugged the group to "go out of the circle".
The fireworks in the world are the most soothing to the hearts of mortals. After decades or even a hundred years, in this process, a number of xi'an time-honored brands such as Shengxiang, Defachang, Xi'an Restaurant, Xi'an Roast Duck Shop, laosun family and so on have experienced many changes and changes. What has changed is to conform to the times, fully use digital means to reduce costs and increase efficiency, and what remains unchanged is the persistence of taste and the consistent intention of customers.
Pieces of gold signboards carry urban memory and regional characteristic culture. If the old brand wants to go through a hundred years, it will be passed down from generation to generation, and it will need to be renewed for a long time. In this thousand-year-old capital, the long-established brands that inherit and self-innovate continue their fate with generations of Xi'an people with a new story.
The "Sanqin Package" embraces digitalization
National-level snacks have their own affordable strength
During the National Day, a topic of "Xi'an's time-honored meat sandwich steamed bun reduced by nearly half" rushed to the hot search list, and Xi'an people's favorite meat sandwich steamed bun "strength out of the circle". Yuan Ji meat sandwich steamed bun announced the normalization of the signature meat sandwich steamed bun price reduction, superimposed on the Alipay red envelope discount, many Xi'an people ate two or three yuan of meat sandwich bun, which made many consumers directly call out to achieve "meat sandwich steamed bun free".
Dare to do this, there is confidence. The head of Jin Jin Mine and meat sandwich steamed buns have been dealing with each other for nearly 40 years, Jin Gold Mine even knows which flour with how much water, what different tastes can be presented, he also knows the importance of industrialization and digitalization to the long-established enterprises that do traditional snacks to expand their scale and reduce costs.
Yuan Ji's exploration has paved a way for the development of long-established chain stores. "We now do it ourselves from the industrial supply chain to centralized procurement, and the cost is controllable, so that we can give back to consumers to the greatest extent." Jin Jin mine said. In the takeaway background, many people reflect that the cold skin taste is sour, and after several tests, they have made a "friendly reminder" of the seasoning scale on the takeaway packaging; according to everyone's taste requirements for meat sandwich steamed buns, the materials and methods of the packaging box have been improved. Such an adjustment has brought about visible growth, and from March this year to now, Yuan Ji's online data on meat sandwich hungry has doubled.
Through the research and development of the core product meat sandwich bun, the "Jin Yuan Ji" brand series of meat sandwich bun was opened in the Tmall flagship store, which is very popular in Shanghai and Zhejiang. Offline, it has achieved win-win cooperation with various brand restaurants and chain institutions such as domestic well-known Hema Fresh.
Xi'an people's food culture can not be without meat sandwich steamed buns, just like Xi'an people's drinks can not be lacking in the ice peak. As a "national drink" that Xi'an people are familiar with, in the 1980s, a small square table and a few small stools were the most lively sales stalls in Bingfeng. Nowadays, Bingfeng has also enriched its categories from online stores to restaurants, supermarkets and convenience stores throughout the streets and alleys of Xi'an.
"Bet a dollar" to drink a bottle of soda has become a thing of the past, but the happiness brought by orange soda has continued. In September 2020, Bingfeng issued 20 million yuan of consumption coupons on Alipay, covering a full range of drinks. The use of innovative means to stimulate domestic consumption has created a benchmark sample for the digital upgrading of well-known local consumer brands.
Consumers scan the "red envelope code" to enjoy the discount of real gold and platinum
From obscurity to highlight return
Old-fashioned old neighborhoods are symbiotic and symbiotic
Despite being full of memories and feelings, not all of Xi'an's long-established brands are smooth sailing. With the transformation of East Avenue that year, several old shopping malls have closed their doors to customers, and the long-established brands such as the Wuyi Hotel that grew up with this street have also quietly left the table. This year, there has been a new movement on East Avenue, which has been looking forward to by Xi'an people for a long time.
With "Yi Folk Society" as the cultural brand, Qin Cavity culture as the feature, and "streets, squares, alleys and courtyards" as the basis for the construction of the Yi Folk Society Cultural Block, it has finally appeared.
In the center of the block, a stage imitating the Ming and Qing dynasties has good plays from time to time, attracting theater fans to follow the chorus. On the basement floor of the block, the scene-based experience and digital display bring a retro cultural street, allowing visitors to "travel" to Xi'an in the 1980s and 1990s, with scenes such as ice rinks, villain book stalls, and water stations, awakening the old memories of old Xi'an people.
Deep into the interior of the neighborhood, Xi'an Restaurant, Tongshengxiang, Wuyi Hotel, BaiyunZhang, New China and other long-established foods gathered. During the National Day holiday, Qujiang New District issued the sixth phase of Qujiang New District cultural tourism consumption coupons through Alipay, and consumers can write off and use them at merchants in the block.
No matter when you come here, Wuyi Hotel always has a long queue of bright kitchens, and under a closer look, the "iron powder" of this group of large buns is the level of grandparents. Since its establishment in 1938, to the closure of the east street renovation in 2011, and then to the return in September 2021, the long-lost Xi'an time-honored "May Day Hotel" has evoked the memories of many old diners. Many elderly people came to line up to buy buns, during which they chatted and reminisced about the past.
After the warm heart returned, the Wuyi Hotel became the oldest brand that understood the elderly best. In order to take care of the elderly in line, the store has prepared benches, blood pressure monitors and commonly used medicines and other loving items for the elderly to use free of charge; on the spot, the elderly with electronic payment needs, the clerks also patiently teach how to sweep the red envelope code, while teaching how to use the discount, many elderly people who take mobile phone payment have learned new skills on the spot.
"The two of us are girlfriends, she lives in Guangzhou, I am in Xi'an. When we heard that the May Day Hotel reopened, we thought about trying it out to see if it was still the taste of my youth, but I didn't expect it to be so hot, and it would take 3 hours to queue up. The two elderly people, who have known each other for more than 60 years, have only recently reunited in Xi'an, and for them, the May Day bag carries the memories of youth.
"I have now learned to buy in groups, order takeaways, and order food electronically, the times are progressing, and although I am older, I still find it useful to learn these things." Aunt Bai, 68, said. The author saw that in the long queue at the entrance of the Wuyi Hotel, there were children with their parents, there were couples, there were also groups of old partners of three or five, this group of strangers to each other met briefly because of the "big bag", accompanied by the gentle voice of "Alipay arriving", which became the most healing social scene of the silver-haired people in the ancient city.
In the Yi Folk Society Cultural District, such warmth and bustle are the norm. Behind the frequent favor of central media and consumers is the original intention of the old brand. The old neighborhood changes its new look, returns with the old taste of the old brand unchanged, and also carries the spirit full of Internet atmosphere, which is the tolerance and growth of the old brand, and also the civilization and openness of the city.
Many merchants have joined the "red envelope code" activity
Silver-haired people play digital and do not lose the "post-00s"
The old brand is affectionately waiting for the next hundred years
In order to actively promote the innovation and development of the inheritance of time-honored brands and the construction of the Greater Xi'an International Gastronomy Capital, in 2019, the Xi'an Department of Commerce carried out the identification of "Xi'an Time-honored Brands" and "Xi'an Famous Foods" for the first time in the city; in 2020, the Xi'an Time-honored Brands Industry Promotion Association was established, and Xi'an Diet fully implemented the time-honored brand revitalization project. In 2021, under the guidance of the Xi'an Department of Commerce, Xi'an's time-honored brands will accelerate their digital transformation, access digital marketing means such as red envelope codes, and continue to surprise new and old diners with a new attitude.
Xi'an's time-honored brands have never stopped moving forward. Alipay data shows that in the digital operation tool activities of merchants such as "making money red envelopes", many long-established merchants have taken the initiative to join, and the tide of digitalization has brought about a direct increase in the number of consumption by 24%.
In Xi'an, the crowd of people who punch in the long-established brand and use the red envelope code discount has crossed from "post-60s" to "post-00s". Among them, the post-60s and post-70s accounted for 11.15% and 17.6%; the "post-80s", "post-90s" and "post-00s" accounted for 29.23%, 28.22% and 12.7%. Among them, long-established enterprises have felt the impetus brought by the digital tide. Yuan Ji meat sandwich Bun Handu Xinyuan store, store manager Zhang Jia and the clerks in the past month will take the initiative to recommend the "Alipay sweep red envelope code" activity to consumers who enter the store, which is a win-win in her view: "The diners are very happy, this is a real discount, we can also benefit." Now the number of people who pay with Alipay is probably up 20%. ”
The "14th Five-Year Plan" Business Development Plan points out that it is necessary to cultivate a number of comprehensive international consumption center cities with international competitiveness and influence, and promote the formation of a number of characteristic regional international consumption center cities that radiate neighboring countries and regions. During the "14th Five-Year Plan" period, Xi'an will make every effort to build a city that radiates the central and western regions, leads the great northwest, and faces the international consumption center city of the "Belt and Road", and making Xi'an's time-honored gold signboards stronger and stronger has also become an important step to enhance the new energy level of traditional consumption.
This year, in order to speed up the protection and promotion of Xi'an's time-honored brands and Xi'an famous food, and actively give play to the important role of long-established and famous food enterprises in economic and social development, the Xi'an Commerce Department launched the second batch of "Xi'an time-honored brands" and "Xi'an famous foods" assessment and investigation work. In the future, more time-honored brands will be retained by time and become a historical sentiment of the city.
The attitude and way in which Xi'an's time-honored brands actively participate in the digital wave not only make the golden sign of "International Food Capital" louder, but also show the Xi'an model of the digital transformation of the old-fashioned brands. It is this persistence and openness that allows generations of good taste to be passed on, and will surely support the old brands to go through the next hundred years of deep affection. Regulus Yangzi