Approaching the Spring Festival, time-honored brands with a long history have become the first choice for many consumers to prepare New Year's goods. In the face of the new trend of consumption, how to inject new vitality into the old signboard and let it integrate into the life of contemporary people?
Traditional Chinese medicine is injected into the café, and the time-honored brand is rejuvenated.
Reporter Li Wei: Baitasi Pharmacy is a time-honored brand with a history of 150 years in Beijing.
Zhang Yang, manager of Beijing Baitasi pharmacy chain: What we are restoring now is still the traditional scene, that is, the open dispensing area. In the physiotherapy area, acupuncture, moxibustion, massage, and cupping are all in this area. At present, there should be 36 TCM practitioners who take turns to sit in the hall. The café is connected to the pharmacy. The Spring Festival is coming, and we have arranged a scene for the Spring Festival, which is to guess the riddle of traditional Chinese medicine, to play a traditional Chinese medicine, if you want to guess correctly, we can exchange gifts.
"Keep the integrity and innovation", keep the foundation of this time-honored brand and ensure the quality of the product; The new is to innovate in inheritance and cross borders in integration. Time-honored pharmacies that have taken the initiative to join the new consumption scene have won the favor of young people, opened up new business growth points, and spread the culture of traditional Chinese medicine. As the consumer market continues to upgrade and transform, this kind of innovation has now become a common choice for many time-honored brands.
Inheritance in light and shadow, innovation in the trend.
At present, young people have become the main force in the new consumption scene. In order to attract more consumers, what ideas have time-honored restaurants introduced?
Since the opening of the first roast duck restaurant in Qianmen, Beijing in 1864, Quanjude has maintained the traditional hanging oven roast duck skills, and has also innovated in the research and development of dishes and dining environment, and launched an immersive holographic projection theme restaurant, bringing a new dining experience to customers.
Reporter Li Wei: Time-honored brands are expensive to stick to, but difficult to innovate. While sticking to the essence of the century-old store, through innovative product research and development, scene design, and brand expansion, it keeps up with our times and wins the love of contemporary young people.
A century-old industrial heritage ushered in a "sci-fi style".
Beijing Shougang Park is an important urban functional node in the western part of Beijing and a new landmark for the rejuvenation of the capital. How can the century-old Shougang industrial relics create a new consumption scene and spark with future science fiction? Approaching the Spring Festival, what are the new changes in this century-old signboard?
Shougang Park is the largest factory in the central urban area of Beijing, which has completely preserved the iron and steel industry facilities of various periods, and the industrial relics are basically intact. After five years of renovation, this Spring Festival, the Shougang No. 1 blast furnace in the park will meet visitors with a new look. On the basis of retaining the original structure and external style to the greatest extent, the interior of the No. 1 blast furnace has been turned into a science fiction park, and the furnace body has been transformed into a VR virtual reality experience area, which has both a sense of science fiction and future technology design elements, and the furnace core has become a café with "blast furnace characteristics". In addition, different experience scenarios are designed for visitors of different ages.
Cultural and creative products with a unique "steel" flavor are also an important way for Beijing Shougang Park to attract young consumer groups. Drinking a bottle of Shougang soda and buying a Shougang cultural and creative product have become a new trend for many tourists to check in to Beijing Shougang Park.
Create an immersive Peking Opera time-honored brand has a new atmosphere.
During the Spring Festival, cultural and entertainment activities are indispensable, have you ever wanted to listen to Peking Opera and feel the charm of Peking Opera? A time-honored brand with a history of more than 200 years has made a new attempt, hoping to get young people to take the initiative to enter the theater.
Reporter Li Wei: The Huguang Guild Hall was founded in 1807, and important Peking Opera masters such as Mei Lanfang and Tan Xinpei have performed here, and it is also a key cultural relics protection unit in Beijing. This year, the renovation has just been completed and the guests are welcome again. Now that an immersive Peking Opera performance is underway, let's take a look at the new atmosphere of this century-old hall.
Song Yan, head of the Beijing Fenglei Peking Opera Troupe: We made use of the "three stations and two courtyards" of the Huguang Guild Hall, that is to say, the stage of our theater is a stage, the audience is a stage, the backstage is also a stage, and the presentation of three stages; There are also two courtyards, our east courtyard, and then we also have a north courtyard, combined with our upper and lower layout, so I think this is very fresh from everyone's perception, and it is also very exciting.
The creation of a new scene of immersive Peking Opera performances allows new and old opera fans and young people who are new to Peking Opera to experience traditional opera through a novel form, and stimulate their interest and enthusiasm for traditional opera culture. In addition, the association also actively integrates with the current trend and opens up new related fields.
*: CCTV news client.