China's time-honored brand, originated from Suzhou Daoxiang Village, how to form a "X Xiang X" brand nationwide?
Do you have a Chinese pastry shop near you that is "X Xiang X" or "XX Village", such as "Daoxiang Village", "Guixiang Village", "Daoxiang Chun", etcThese shops are based on traditional Chinese red or yellow, with an enticing roasting aroma. So, how did these store names achieve a unified format and successfully expand across the country?This contains a history of the development of Chinese pastry.
Suzhou Daoxiang Village: The founder of the naming paradigm.
The origin of the naming paradigm of "X Xiang X" or "XX Village" can be traced back to Suzhou Daoxiang Village, a "Chinese time-honored brand" founded in 1773 - Jiangsu Provincial Intangible Cultural Heritage Protection Unit. The birth of Daoxiang Village in Suzhou can be traced back to the Qianlong period, which was an era of affluent life. At that time, Caoyun reached its peak in the Qianlong period, and Suzhou was located in the transshipment center of the Beijing-Hangzhou Grand Canal, which was carried out through Caoyun and the canal, making Suzhou the "fashion capital" of China.
In this period of prosperity and discerning tastes, Suzhou people were able to easily source high-quality raw materials from all over the country, coupled with the long history of pastry making in Suzhou and the famous chefs and gourmets in the surrounding Wuyue area, making Suzhou Daoxiang Village a master of Suzhou-style pastries. According to the "Selected Historical Materials of Suzhou", Suzhou Daoxiang Village was the most famous tea shop in Suzhou at that time.
Inheritance and imitation of the naming paradigm.
With the prosperity of Suzhou Daoxiang Village, consumers have become interested in recognized pastry brands, and this interest has also triggered a nationwide wave of imitation of the "X Xiang X" naming paradigm. This situation is somewhat similar to the early days of reform and opening up, when various counterfeit international brands emerged in the domestic market, such as "Pierre Cardin" and "Crocodile", which took advantage of consumers' yearning for a better lifestyle.
During this period, the prosperity of Daoxiang Village in Suzhou also provided talent support for counterfeiters. Suzhou Daoxiang Village implemented a "cropping system", in which each major category of products had a master in charge of technology, training, quality control and production, and this system continued until 1956. In order to prevent the leakage of technology, the master will serve in Suzhou Daoxiang Village for life, and there are generally no more than 3 people per generation. This means that only a very small number of people can become recognized inheritors of the craft, and many apprentices or workers are sought after by counterfeiters.
Therefore, Suzhou Daoxiang Village and the imitators jointly laid the foundation of the naming paradigm of "X Xiang X" and "XX Village".
Suzhou lifestyle: how the national "Daoxiang Village" emerged.
Since the Ming and Qing dynasties, Suzhou's way of life has become a model for the whole country to imitate, and it is fashionable to imitate the Suzhou way of life. The food is also proud to be closer to Suzhou. During this period, the Suzhou lifestyle quickly became a national fashion, as the late Ming and early Qing Dynasty writer Zhou Wenwei said: "Today's people have nothing to do!"."Suzhou has become synonymous with fashion.
The expansion of the national "Daoxiang Village": imitation and innovation.
In the context of the Soviet-style lifestyle being imitated by the whole country, the authentic fame of "Daoxiang Village" in Suzhou has gradually increased, and the attraction to other places has also become more and more enhanced, and the counterfeit "Daoxiang Village" brand name has gradually prevailed. As a result, the brand of "Daoxiangcun" has spread almost all over the country, including Shanghai, Beijing, Tianjin, Hebei, Shenyang, Shanxi, Shandong, Anhui, Hunan, Chongqing, Wuhan, Jiangsu and Zhejiang. In these cities, a number of "Daoxiang Village" stores have been opened.
Taking Beijing as an example, Beijing's first "Daoxiangcun" brand was founded in the 21st year of Guangxu in the Qing Dynasty (1895) by the founder Guo Yusheng (or Guo Yusheng) and several associates. They set up a façade at the east entrance of Yinsi Street outside the front gate, which was called "Daoxiang Village South Goods Store" at the time. A similar situation is happening in Tianjin and other cities. These counterfeiters took advantage of the popularity of the "Daoxiangcun" brand and succeeded in attracting many customers.
Local characteristics of "Daoxiang Village": Baoding, Shenyang, Shanghai, etc.
In addition to big cities such as Beijing, counterfeiters have also set up "Daoxiangcun" stores in places such as Baoding, Shenyang, Shanghai and other places. Baoding's "Daoxiang Village" was founded in the sixth year, and the founder Cao Hongbo was an apprentice in Daoxiang Village, Beijing. In Shenyang, from 1916 to 1927, 33 "Daoxiang Villages" were opened one after another, all in order to borrow the name of "Daoxiang Village" and seek profits. In Shanghai, similar counterfeiters have emerged.
How these local characteristics of "Daoxiang Village" to make a name for themselves in the local area and form their own brand characteristics is a topic worthy of in-depth study. It is worth digging deeper into how these counterfeiters innovate in imitation and attract the attention of customers.
Daoxiang Village, Baoding: Out of Suzhou, famous all over the country.
Baoding Daoxiang Village originated in ** six years, the founder Cao Hongbo was an apprentice in Beijing Daoxiang Village. After the liberation of Baoding in 1948, Baoding Daoxiang Village was taken over by the state and became the first public-private joint venture in Baoding. In 1983, Baoding Daoxiangcun Food Factory took the lead in officially registering the trademark of "Daoxiangcun". In 2004, Baoding Daoxiang Village awarded the trademark of "Daoxiang Village" to Suzhou Daoxiang Village. In addition, Baoding Daoxiang Village has also registered the trademarks of "Yipin Daoxiang" and "Baodao".
Shenyang Daoxiang Village: 33 stores were opened, setting off a boom of "Daoxiang Village".
Shenyang Daoxiang Village was founded in 1916, and from 1916 to 1927, 33 "Daoxiang Villages" were opened in Shenyang, all for the sake of the name of "Daoxiang Village" and the benefit of "Daoxiang Village". Merchants Zhang Daosheng, Zhou Baohua, Fang Lanting and others opened shops in different parts of Shenyang that imitated "Daoxiang Village". These restaurants hung signs that read "Madaoxiang Village" or "Old Daoxiang Village" and successfully attracted a large number of diners.
Daoxiang Village, Shanghai: mushrooms have sprung up in the concession and Nanshi.
In Shanghai, counterfeit "Daoxiang Villages" have sprung up. These counterfeiters have succeeded in attracting market share and making "Daoxiangcun" one of the brands familiar to Shanghainese. This also reflects Shanghai's yearning for and imitation of Suzhou's lifestyle.
Epilogue. The development mystery behind the name "X Xiang X" is not only the unique history of Suzhou Daoxiang Village, but also the efforts and innovation of counterfeiters from all over the country. This naming paradigm has played a positive role in the development of China's pastry industry, not only forming a brand unity in the name, but also allowing more people to know the Chinese pastry culture. In this process, each counterfeiter found his own characteristics in imitation, forming a unique place "Daoxiang Village".
Through this development process, we can see that behind the "X-Xiang-X" naming paradigm is the dual power of brand inheritance and innovation, which is also the reason why traditional Chinese brands continue to rejuvenate in the changing times.
Commentary: "X Xiang X" Naming Paradigm: A Fusion of Tradition and Innovation.
The article delves into the development process of the "Xxiang X" naming paradigm, especially how the Chinese time-honored brands represented by Suzhou Daoxiang Village have formed and inherited this naming model across the country. Through the introduction of history, local characteristics of "Daoxiang Village" and counterfeiters, the article vividly demonstrates the rich connotation of this naming paradigm.
First of all, the article highlights the historical origin of Daoxiang Village in Suzhou, and the importance of its unique system such as the "cropping system" for the inheritance of skills. This traditional system not only ensures the inheritance of technology, but also prevents the leakage of technology to a certain extent. The continuation of this traditional system has made Suzhou Daoxiang Village have an irreplaceable position in pastry making. At the same time, it also provides a reference and learning object for counterfeiters, and builds the foundation for the development of China's pastry industry.
Second, the article provides a vivid picture of the rise of counterfeiters across the country. By imitating the name "Daoxiang Village", these counterfeiters have succeeded in attracting a large number of customers, forming a trend of the "X Xiang X" naming paradigm. This also reflects the love of Chinese consumers for brand recognition and traditional culture, and their willingness to find familiarity and comfort in counterfeit products.
In addition, the article takes Baoding, Shenyang, Shanghai and other local characteristics of "Daoxiang Village" as an example, and shows how these local characteristic stores innovate in counterfeiting and form their own brand characteristics. This has a positive implications for understanding the role of Chinese local culture in brand development. Each region is able to infuse a unique element on top of its tradition, thus attracting more consumers.
Finally, this paper raises questions about the development of the "X-Xiang-X" naming paradigm, that is, the dual power of brand inheritance and innovation behind this naming paradigm. This is also a direction worthy of in-depth study. In the context of the changing times, how to find a balance between tradition and modernity, as well as find innovation in inheritance, will be an important topic for the development of Chinese brands.
Overall, this article vividly demonstrates the symbiosis and co-prosperity of tradition and innovation in the Chinese pastry industry by digging deep into the development of the "x fragrance x" naming paradigm. This is not only a tribute to China's time-honored brands, but also provides a useful inspiration for the rise of Chinese brands in the world.
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