Beijing Daily Client | Reporters Yang Tianyue Yantong
Opening the simple and heavy door, scenes with memories of the times such as stoves, roast duck poles, receipts from old shops, etc. were presented one after another, taking the audience back to the oven a hundred years ago. On July 4, the time-honored brand Quanjude released a "Digital Collection" blind box on the occasion of its 158th anniversary, using three-dimensional animation videos to restore old walls and shops. Consumers can follow the video into the museum and experience the charm of the time-honored brand's food without going to the store.
In addition to a "Century Fire" video, the "digital collection" also includes 6 cute duck-shaped blind boxes, including Chef Duck, Shopkeeper Duck, Haochao Duck, VIP Duck, Bai De Duck and Qixi Duck. Consumers If you collect 6 items, you will have a chance to receive hidden items. Recently, "digital collections" are becoming a hot topic in the industry and an important innovative marketing tool for major brands. The time-honored brand Quanjude is also bringing a younger, digital experience to consumers on the occasion of its 158th anniversary.
On the sixth day of the sixth lunar month in 1864, on Qianmen Street, the busiest street in Beijing, a new golden plaque of "Quanjude" was hung, and the door was crowded with guests. After 158 years of development, this time-honored brand has now become a listed company with more than 100 stores around the world. On the birthday of
, a plaque honoring ceremony was held simultaneously in Quanjude stores across the country. In the golden hall of Heping Store, Zhou Yanlong, general manager of China Quanjude Group , carefully wiped the old plaque with a white towel to celebrate the birthday of the time-honored brand in this century-old way.
Reporters learned from Quanjude that in the third quarter of this year, the theme restaurant , a cooperation project with the Forbidden City and the Forbidden City, "Quanjude·Palace of Dragons and Phoenixes in Prosperity" will be open to consumers. It is also the first joint restaurant of this time-honored brand. The restaurant has implanted the theme cultural IP of the Palace of Dragons and Phoenixes in the dining space. Through themed space creation, co-branded dish customization, etc., it not only provides catering services, but also spreads the culture of the Forbidden City and inherits the intangible cultural heritage . Consumers can also dine During the process, I felt the strong atmosphere of traditional Chinese catering culture.
