Source: Chengdu Daily
The Dragon Copyist Manjushri Shop on Wenshu Monastery Street
Dragon Copyer innovative attempt at Rongyuan sub-brand Rongle Small Kitchen
Shop door quaint Daijiang Caotang Zou Silver Carp Restaurant (Yongling Road Store)
When an international large-scale sports event comes to Chengdu as an international consumption center city, what wonderful things will collide? What new consumption scenarios have been born? At that time, the clock of light ticked towards 2021, and slogans such as "Love Chengdu and Welcome the Great Luck" and "Chengdu Achieve Dreams" that are all over the streets and alleys of the city can resonate with people. Communities, schools, parks, business districts... Countless locations can become a new scene of Universiade consumption.
The Lunar New Year is getting closer and closer, and many Chengdu people have begun to prepare New Year goods. Fragrant bacon, sausages, and Chinese New Year's Eve meals customized in advance indicate that the Spring Festival is coming, and at the same time, they are also telling that the Universiade is really coming. In the Year of the Universiade, Chengdu will not only usher in the Universiade, but also further consolidate the industrial foundation with the concept of "running a racing camp city and benefiting the people", and enhance the sense of acquisition of citizens and market players with richer consumption scenarios.
Chasing the fragrant taste of the Year, this issue of Chengdu Economic Observation found two long-established brands in Chengdu, and in the busy and lively consumption scene, they felt their expectations for the city and the great luck. Under the new scene of "Loving Chengdu and Welcoming the Great Luck", the old brand is glowing with more novelty and reflecting more vitality.
A new gravity of the old sign
Let the world taste qualified Chengdu taste
The old brand is a gift for the Great Luck
In this place known as the "International Capital of Gastronomy", Chengdu people regard the "can eat" as a manifestation of "understanding life", and will not miss any opportunity to win honor for the city through food.
During the Universiade, so many tourists and media come to Chengdu to eat? As an important business card of urban culture, the purpose of "time-honored brand" is both to show and change. With the opportunities brought by the Universiade, how to adapt to the changes in market demand, bold innovation, and how to retain these original Chengdu flavors and display the distinctive urban culture, which tests both practitioners and urban wisdom.
The store site has not been moved for more than 80 years
In the inheritance, we look forward to the gift of the Universiade
On the morning of January 15th, at the Daijiang Caotang Zou Silver Carp Restaurant (Yongling Road Store), the sun sprinkled through the floor-to-ceiling windows in the store, the staff was busy with soothing and brisk music, and the bacon sausages at the door were already hanging high, waiting to welcome the New Year. The water of the adjacent small river flows quietly, and from time to time some birds flutter their wings from the river. Walking into this quaint and fashionable store, the reporter was attracted by the scene in front of him.
"Do you know how long our store has been operating here?" Huang Zhicheng, general manager of The Daijiang Caotang Hotel, who is also the inheritor of China's time-honored brand and the inheritor of intangible cultural heritage, told reporters with a smile. Without waiting for the reporter to answer, he happily said the answer: "More than 80 years!" For more than 80 years, the store site has not been moved, and the brand has grown all the way to become a time-honored brand in China, which makes people want to know more about the "past and present life" of this store.
"Whenever talking about many flavored snacks in Chengdu, people always like to associate it with the name of the snack, such as Lai Tangyuan in Zongfu Street, Zhong Shui Dumplings in Lychee Lane, Zhang Liang Powder in Dongzikou, and husband and wife lung slices in Changshun Street. Among them, the 'Zou Silver Carp' of the Three Caves Bridge is also popular for the people of Chengdu. Huang Zhicheng said.
He recalled to reporters that more than 80 years ago, the West Sandong Bridge outside Chengdu had rice fields, wheat fields and vegetable gardens. In the green fields of the four seasons, there are several huts and bamboo forests scattered with farmhouses, and a clear stream surrounds the Three Caves Bridge. Not far from this beautiful bridge, there is a small shop where pedestrians can rest. At the beginning of 1937, a young man named Zou Ruilin set up a simple straw mat shed here to sell cold powder, cold noodles, peanuts, oil cakes for a living, who knew that this shrewd and capable young man actually started from scratch here, and successively created famous dishes such as garlic soft roasted silver carp and Taibai sauce meat, which became a unique "Daojiang Caotang" restaurant on the side of the Sandong Bridge, and became famous in Chengdu. Founder Zou Ruilin also got an affectionate nickname "Zou Silver Carp".
Huang Zhicheng told reporters that "taking the river caotang" is named after Du Fu's poetic meaning of "returning drunk at the head of the river every day." The literary master Guo Moruo once left a poem after tasting here: "The spring water by the three cave bridges is deep, and the river grass hall is full of flowers." "Of course, along the way, the Belt River Grass Hall has also experienced wind and rain, but fortunately, more than 80 years later, the Belt River Grass Hall still exists here and continues to be revitalized." He touched.
During the interview, Huang Zhicheng's two words that he constantly mentioned attracted the attention of reporters, that is, "scene" and "inheritance". "The times are developing, people's tastes and aesthetics are changing, and we must also conform to the trend and constantly create comfortable and delicious scenes." This is mainly reflected in the decoration of the store and the development of dishes. ”
Following Huang Zhicheng's vision, the reporter noticed that the green bamboo outside the lobby and the Chuanxi style decoration inside the store revealed fashion in tradition. "The place where we are now seated has been transformed into a floor-to-ceiling window, which allows consumers to see the river more fully." Huang Zhicheng said this, pointing to the floor-to-ceiling window sprinkling sunlight in front of him. "In terms of dishes, we are also innovating in the continuous inheritance and playing the card of Sichuan cuisine, which has a very cultural heritage."
Speaking about the upcoming Universiade in Chengdu this year, Huang Zhicheng said, "We sincerely hope that we can use sincerity and strength to let all guests from afar find signs and go with satisfaction." Through our long-established brands, let the world taste the chengdu flavor of qualification and present gifts for the Universiade. ”
The more you live, the more "young" you are
It will open up a new situation with the help of great luck
Wenshu Monastery Street is located in Chengdu Qingyang District, along the street after a few minutes of walking is Wenshu Monastery, along the street food is not a minority, such a geographical location is doomed to it will not be easily let go, of which located at No. 19 Wenshu Monastery Street Dragon Copyist Manjushri shop can naturally be said to be the street's indispensable "façade" responsibility - the famous long-established food, very Sichuan characteristics of the decoration style, fashionable young people or slightly older people in and out, so that this "old- brand" store has long been famous.
As soon as New Year's Day passed, the taste of the Lunar New Year was thick, in the crisp winter sun, drying rows of sausages, bacon, steaming kitchen, steaming authentic Sichuan dishes just out of the pot, scattered aroma was sent to the front hall table ... "Nian Wei'er" can always arouse everyone's thoughts about home, and unlike previous years, Chengdu in 2021 is still wafting more and more strong luck flavor.
In the face of the attention of millions of spectators and tourists and the world media, Xiao Xing, manager of the Long Scribe Manjushri store, said bluntly, "With the 'traffic' brought by the Universiade, it may provide some opportunities for the 'old brand' to open up a new situation." ”
Now the opportunity is in front of us, in how to "retain the stomach of consumers", perhaps the old brand is more active in "thinking". The reporter found in the interview that in the face of escalating consumer demand and the opportunity for cities to hold large-scale events, many long-established enterprises take the initiative to seek changes, exert their strength in the scene, embark on the "cloud", expand channels, and the more "live" the younger they are in the transformation and development, the more they reveal a lot of "ambition". "In fact, there is consumer demand, and we are planning to carry out the 'Chinese Time-honored New Year Festival', guiding the transformation of dine-in food to home consumption scenes through the delivery of long-established specialties such as the rat-dong camphor tea duck, the halal time-honored Yuexiang Village, the Taibai sauce meat with Jiang Caotang, and the marinade of Pan pimps." In the view of Luo Yanzi, director of the Planning Department of Chengdu Catering Company, in the era when the post-90s and even post-00s have increasingly become the main force of consumption, it is necessary to change their thinking to adapt to changes in market demand.
It should be emphasized that the promotion of urban publicity by the Universiade will not only be effective during the event. From bidding to hosting the tournament to post-match... It's an ongoing process, and throughout the process, Chengdu is in the position to be shown. "We want to make young people feel fashionable, and foreign friends feel that this is very Chinese." Xiao Xing said bluntly that according to past observations, the needs of consumers are constantly changing, not to mention that the Universiade is obviously more "youthful", how to meet the "sense of scene" and "sense of experience" of consumers is naturally a topic that cannot be avoided.
On the same day of the interview, the reporter walked into the courtyard and saw that rattan chairs, wood carved dining tables, covered bowls of tea with oil-paper umbrellas with pendants on top... The decoration of the entire Wenshu store carries the charm of the old Chengdu architectural characteristics, and reveals the history from the inside out. "In fact, the store was also renovated and opened in early November last year, and the design and matching, dining needs and other aspects are also a combination of Chengdu characteristics and fashion elements." Xiao Xing said in an interview with reporters that catering services not only adhere to the inheritance of the old brand, but also make innovative attempts such as Rongle Kitchen, a sub-brand of Rongyuan, to integrate dining and tea tasting, etc., and various changes are actually based on consumers' demands for consumption scenarios.
"Time-honored brand" represents the commercial civilization of an era, records the development and changes of a city, is regarded as a city label, and is bound to be one of the first choices for tourists to come to Rong during the Universiade to feel the charm of the city and taste the characteristic culture. In this regard, Xiao Xing saw the opportunity, "The Universiade is Chengdu 'Rong Yao', along with the spread of the city image in the media reports at home and abroad during the event, the long-established brand will definitely be more displayed in front of tourists from all over the world with its characteristics and word of mouth." ”
Nowadays, some new forms of marketing, "old brands" will also do some experiments. Xiao Xing said that when looking forward to the Universiade, we can spread the concept, practices, history and culture of the "old brand" through new ways, "the old brand must not be limited to its own 'old' concept, but how to adapt to the times, we must seize the opportunity to do our best to show our 'specialty dishes' during the Universiade." ”
B The fusion force of the three chains
Continue to cultivate new scenarios of "sports" consumption
Chengdu snacks will be included in the athletes' menu
"On the basis of ensuring the basic catering and healthy nutritional needs of athletes, and in the case of meeting the food safety standards of athletes, local snacks in Chengdu will be included in the athletes' meal menu." A few days ago, when inspecting and investigating Chengdu's special snacks, the relevant person in charge of the Marketing and Food Management Department of the Executive Committee of the Chengdu Universiade said that it is necessary to introduce food and show the world the unique catering culture and urban charm of Chengdu as an "international gastronomy capital".
For Chengdu, hosting the Universiade is an excellent opportunity to enhance the level of internationalization, promote the rapid improvement of the quality of urban functions, and fully display the image of Chengdu as an international gateway hub city and a world cultural city. In the view of the relevant person in charge of the Marketing and Food Management Department of the Executive Committee of the Chengdu Universiade, in the preparatory process for the Universiade, the level of urban infrastructure such as stadiums and municipal facilities in Chengdu will be vigorously transformed and upgraded, the municipal environment will be further improved, and the international exchanges in the fields of culture, sports, education, convention and exhibition will be greatly increased, which are the opportunities and windows for Chengdu to move towards the world city.
Focusing further on the attention, food is actually a university question. When people come, exactly where to eat and what to eat, the city needs to plan in advance according to logic. In fact, as early as Last August, the Office of the Chengdu International City of Gastronomy Construction Promotion Group issued the "Work Plan for Practicing the Competition Camp City to Promote the Construction of the International City of Gastronomy" (hereinafter referred to as the "Plan"). According to the "Plan", Chengdu will take advantage of the Universiade to comprehensively improve the quality of urban services, especially to accelerate the creation of food carriers, and promote the all-round integration of the "three chains" of the event catering consumption chain, the urban investment chain and the gastronomic industry development chain.
The event camp, in fact, the greater kung fu, is still outside the arena. In the view of the above-mentioned person in charge, for the "Universiade", catering services involve all kinds of people, which is an important part of the evaluation of the universiade service work, and it is also an important window to publicize and promote the image of the city, and it is precisely because of the name of the "International Capital of Gastronomy" that is well-known at home and abroad, the "quality" of eating will naturally be placed on "harsh" expectations.
"As the 'Year of the Universiade' in 2021, we must not only make every effort to ensure the orderly operation of the catering service work of the restaurants in the Athletes' Village, do a good job in the catering services of various venues and work venues outside the Universiade Village, and compile the catering service guide for athletes on the smart catering platform of the Universiade, but also focus on the new momentum of the competition camp city to tap the new momentum of the event food consumption." The above-mentioned relevant person in charge revealed that around the Chengdu Universiade, the city of gastronomy and the opportunity to build a city of events, we will also carry out theme activities such as the release of the list of catering service opportunities for the Universiade, continue to cultivate new scenes of "sports" consumption, and tap the event economy to release the kinetic energy of the camp city.
C The driving force of the Universiade
Yang Jirui, President of the China Consumer Economics Association and Chief Observer of this newspaper:
The Universiade will spawn new scenes in five major cities
"For Chengdu, the Universiade is an excellent opportunity to enhance the level of internationalization of the city, promote the upgrading of the quality of urban functions, and fully display the image of Chengdu as an international gateway hub city and a world cultural city." In this process, Chengdu's sports venues, hotels, municipal facilities and other urban infrastructure level will be vigorously transformed and upgraded, the city's municipal environment will be further improved, and international exchanges in culture, sports, education, exhibitions and other industries will be greatly increased. These are all opportunities and windows for Chengdu to become a world city, and can at least spawn, inspire and expand new scenes in the five major cities. Last week, Yang Jirui, president of the China Consumer Economics Association and chief observer of this newspaper, pointed out in an interview with reporters.
expect
New scenario
Bring a unique experience
"Looking forward to the unique experience of these new urban scenes." He first pointed out that the Universiade will give birth to, inspire and expand new scenes of internationalization. A variety of international expression scenes with urban recognition will come into being, college students from all over the world will bring different cultures and languages to collide and communicate, Chengdu people will further feel the different experience of international scenes, and the international atmosphere of buying and selling the world will bring new business opportunities and vitality to Chengdu.
Secondly, he pointed out that the Universiade will give birth to, inspire and expand new scenes of Tianfu culture. With a history of more than 2,300 years of founding, Chengdu is not only one of the first national historical and cultural cities, the best tourist city in China, and the world's gastronomic capital, but also accelerates the construction of a world cultural city with unique humanistic charm, highlighting the unique charm of "three cities and three capitals". From the Jinsha ruins of the ancient Shu civilization, the Wuhou Ancestral Hall of the Three Kingdoms culture, to the giant panda that has turned the world upside down, and the dujiangyan water conservancy project that is famous all over the world, Chengdu will lay out a number of new cultural scenes; from the Taikoo Li and Kuanzhai Alley, which perfectly combine tradition and modernity, to the first-class urban concert halls, museums and various international expression scenes of young fashion, the wonderful Tianfu culture is expressed in an international new scene, which will surely bring an unusual cultural experience to college athletes from all over the world.
Third, the Universiade will spawn, inspire and expand new scenes in park cities. The Universiade provided an international booth for the Park City Demonstration Zone that practiced the new development concept. As a model of park city construction, Chengdu will embed a variety of new urban scenes with Chinese characteristics, Tianfu rhythm, Chengdu style and local personality in the vast land. Especially since the construction was fully launched in 2017, the Tianfu Greenway system is weaving a network in Chengdu. Building a new scene, new format and new economy in the Chengdu Greenway is bound to become the bright pearl of the Tianfu Greenway. The new scene of Chengdu Park City will let the world appreciate the Chinese connotation of park city and Chengdu plan.
Fourth, the Universiade will spawn, inspire and expand the "digital" scene. Chengdu will take the opportunity of wisdom and digital world congress to create a "digital Chengdu cloud", realize the full coverage of digital government, digital economy and digital society, realize the convergence and integration of big data in government affairs and industries, make the gathered data produce chemical reactions, create a new economy and new format based on big data, make the digital economy a new engine and new kinetic energy to promote the rapid development of Chengdu's social economy, and will also become the "Chengdu paradigm" of smart sports and digital sports scenes.
suggestion
Follow the "Sports" scenario
Business logic
It is worth noting that Yang Jirui specifically pointed out that the Universiade will give birth to, inspire and expand the "sports" scene. The Universiade is an accelerator of "sports". In the exploration of various integration development scenarios of "sports", most of the sports itself cannot directly produce benefits, and more play the role of "eye-catching diversion". To some extent, sports are responsible for feelings, brands and styles, followed by the stability and optimization of the industrial chain supply chain associated with sports, as well as the demand-side chain associated with sports "out of nothing" and the activation of existing chains. How to follow the business logic of the "sports" scene and form a healthy and stable new scene, especially the sustainable operation of the Universiade venues in the later stage, is undoubtedly a special opportunity and a challenge facing Chengdu.
He told reporters that "sports" is a huge mixed system of undertakings and industries, different industries and formats. In "sports," there is a cross-integration of public welfare activities and commercial operations, with both public goods and market goods, both logistics forms and chemical structures." Sports Cultural Creation, "Sports Tourism", "Sports Brand", "Sports Education", "Sports Venue Operation", "Sports Business", "Sports Performing Arts", "Sports Marketing"... "I think that 'sports' in the context of the Universiade, from policy implementation to resource integration, also need to break down institutional and industry barriers, and it is urgent to deepen the corresponding institutional mechanism innovation. ”
Yang Jirui believes that seizing the opportunity of the Universiade and building a new scene of integrated development of sports and tourism, culture and commerce is the inevitable way. However, to promote the intersection and integration of sports and other industries, it is necessary to follow the rules of public goods supply and the logic of the industrial chain, form dislocation differences, and complement each other's advantages. Therefore, the "sports" under the background of the Universiade should be based on the new development stage, practice the new development concept, and integrate into the new development pattern; it is necessary to make a breakthrough in the supply-side structural reform of the "sports" and pay attention to demand-side management; the "sports" in the context of the Universiade needs to clarify the relationship between the cause and industry, public goods and market commodities, the government and the market, sports and other industries and industries in many aspects, such as concept creativity, planning and design, content channels, platform scenarios, data talents, customer resources, and business models. Only by following the relationship between sports and other undertakings and the commercial logic of the industry, and building a new scene of "sports", can we achieve a new pattern of integrated development in which sports and other undertakings and industries can achieve all-round tacit understanding and synergy, learn from each other's strengths and complement each other.
(Reporters Li Yanling, Meng Hao, Wen Juezhu, photography Zheng Hansheng, part of the picture according to the interviewee)