Shanghai Time-honored Brand Set Up a New Landmark for Consumption

　　Shanghai is the city with the largest number of "Chinese time-honored brands" in China, and the time-honored brands have become the spiritual landmark of this city to show its historical context. Nowadays, while inheriting unique skills, time-honored brands have also become a bright business card for urban development and an important carrier for Shanghai to build an international consumption center city.

　　On October 1st, Shanghai time-honored brands found their "new home" on Huashan Road in Jing ‘an District — — Huashan 263 Time-honored Brand Pavilion officially opened to the public. As the first public cultural space in Shanghai with the comprehensive display of time-honored brand culture as the core, more than 100 well-known time-honored brands in Shanghai are displayed here in a thematic, scene-based, interactive and immersive manner, presenting the brand culture of time-honored brands in Shanghai in an all-round way.

　　When I came to Huashan Road, before I entered the venue, the time-honored brand display shop along the street had attracted the attention of consumers. Kaikai Group’s time-honored brand hand-holding ceremony was launched. The store gathered well-known time-honored brands such as Kaikai, Lei Yunshang, Hengsheng, Hongxiang and Longfeng, and it will become the first choice for the hand-holding ceremony and the first exhibition of time-honored brands under Kaikai Group in the future.

　　Zhang Qing, the marketing manager of Lei Yun’s Shangxi District, pointed to a stainless steel button attached to her mask. This rose gold button can absorb the fragrance of plant-extracted sesame oil through the built-in cotton core, which can be used as a "mask companion" to make the breathing air "sweet", and can also be used as a decoration for collars and cuffs or as a brooch. This newly launched creative product has just been put on the table, which has attracted many consumers’ consultation. "Relying on the radiation influence of the old brand pavilion, the first collection store will also become an important platform for Lei Yunshang’s brand display. Consumers will have a deep understanding of Lei Yunshang’s brand culture here, hoping to let everyone see that Lei Yunshang is not only an old drugstore, but also a leader in healthy and fashionable life." Zhang Wei said.

　　"The old house has a history of nearly 170 years, and its fresh meat moon cake is a household name in Shanghai, but the old brand should also adapt to the new taste and new model. This time, I opened a store along the street in the old brand pavilion — — ‘ Jiubaili ’ I also hope to further promote the brand culture. " Zheng Zhujiang, the chairman of Shanghai Jiubai Group Food Co., Ltd., brought the old-fashioned goods such as Laodafang, Zhengzhang, Lifeng and Xinfangfa under the group to Jiubaili for centralized display and sales. Zheng Zhujiang said that the time-honored brand is facing fierce market competition, and it is in urgent need of bold innovation at the product end and the sales end. The launch of "Jiubaili" is a key step for the group to broaden the sales channels and introduce the time-honored brand at a high level.

　　After visiting the shops along the street, I entered the old brand pavilion along the signboard of Dasheng Hutong. This elegant and exquisite Renaissance-style building was once the residence of an Englishman, Delemon De, in 1899. After renovation, the old villa in the garden has become a fashionable meeting room of Shanghai time-honored brand.

　　Old buildings bear old brands, and the integration of "two old" gives new vitality and tells a touching "Shanghai story". Pushing open the historical door of the old villa and entering the old brand pavilion, you can see Four Treasures of the Study in the study, dragon and phoenix cheongsam in the cloakroom, seagull camera in the studio and pull-back sneakers … … Every commodity is a childhood memory.

　　"We hope to show the century-old history of the development of Shanghai’s time-honored brands with life scenes, and connect the time-honored brands with the eating, wearing and using of ordinary people through the life of a family, which makes people feel immersive." Liu Min, deputy director of the Shanghai Municipal Commission of Commerce, said that the time-honored brand pavilion is located in the historical protection area, located in the central city, which is in harmony with the human environment. Through the organic integration of the time-honored brand exhibition and the protection of old buildings, it has become a new landmark for the interpretation of Shanghai culture.

　　The layout of the exhibition hall is very particular, which is divided into three major areas: a century-old chapter, an ideal city and a classic eternity. Walking into the first floor of the exhibition hall, the "mechanical magic wall" and "time scroll" with a sense of science and technology let the audience know that since the opening of Shanghai in 1843, days of our lives, an old brand, has adhered to its family business and started its brand. When the audience pulls open carefully designed panels on the wall, they can watch video materials and touch interesting devices at close range, and feel the historical charm of the old brand. Going to the second floor to pursue the brand source of the old brand, we can see many "brand firsts" set by the old brand. The first hand cream, the first domestic pigment, the first state guesthouse, and the "first hammer in China" from Duoyunxuan & HELIP; … These "firsts" have also become an important witness to the development of national industry and commerce in Shanghai.

　　"The time-honored brand pavilion is committed to becoming an important carrier to demonstrate cultural self-confidence and inherit intangible cultural heritage; Start Shanghai ‘ Four major brands ’ , a display platform to promote linkage development; An immersive time-honored cultural space that cultivates city soft power and interprets the high-grade experience of Shanghai culture. " Liu Min said that the current open area is the first phase of the Brand Pavilion, and the second phase of the project will be developed in the future. In addition to the display function and shopping function, the garden in the middle of the villa will become the activity show of the old brand and the publishing space of the brand. "It will become the gathering place of Shanghai’s time-honored Guochao brand and a new landmark for Shanghai to build an international consumption center city." (Economic Daily reporter Li Jing)