[Beijing Direct News Network November 12th] (Tongrentang)In order to meet the needs of young consumers, many time-honored brands frequently take measures to explore the road of brand rejuvenation. However, the reporter found that in the process of time-honored brands seizing the market of young consumers, how to find the optimal marriage point between traditional brands and new market demand is still an urgent problem to be solved in the development of time-honored brands.
Recently, Tongrentang, an old Yuyao brand founded in 1669 (the eighth year of the reign of Emperor Kangxi of the Qing Dynasty), has found a meeting point between the traditional brand culture and the needs of the young market through cross-border means, and has launched Tongrentang coffee shop, which has attracted the attention of young people both inside and outside the industry.
Create an online experience store
Play with the new generation of consumer groups
For brands, cross-border is nothing new. Its purpose is to create new hot spots, catch the eyes of young people, and create a younger image. Those young and novel cross-border games can set off new waves every time, and will also bring traffic impact again and again for the brand.
Even Tongrentang, which has more than 300 years of brand history, has begun to boldly cross the border. It has changed the traditional image of the palace style store buildings with red walls and yellow tiles and the old-fashioned container with the smell of traditional Chinese medicine. It has built a highly artistic and modern coffee shop, officially named "Zhima health", which has transformed Chinese herbal medicine into fashion and trend.
It is no longer a new concept for various brands to launch cross-border joint brands and physical stores. However, the "Zhima health" of Tongrentang gives people a refreshing feeling. The upper and lower floors of the store cover an area of nearly 500 square meters. It is difficult to connect Tongrentang with the time-honored traditional Chinese medicine brand Tongrentang just by looking at its appearance.
On the first floor, a Chinese style open kitchen with food as the theme is set up. It is a food experience area for daily grains and medicinal meals, as well as a baking kitchen and tea bar. Besides herbal coffee such as wolfberry latte, Siraitia grosvenorii and cinnamon cappuccino, there are also prepared bread and 24 solar terms diet therapy.
On the second floor, there is the traditional Tongrentang, which displays 9 departments of Tongrentang and 12 sets of health solutions to provide targeted health services for different users.
The third floor presents "medicine". The traditional medicine cupboard is the highlight of the whole space. Among them, there are thousands of herbs, which are combined with the modern bar to make traditional Chinese medicine a new fashion show.
Crossover makes things in different fields collide and stimulate new vitality. This three-tier flagship concept store of Tongrentang, no matter remodeling or innovation, also makes the traditional Chinese medicine culture and Western culture collide with a magical spark.
First of all, the integration of Chinese and Western culture will bring new vitality to old brands
Tongrentang's "Zhima health" concept store, from overall design to decoration style, to product innovation, all embodies the combination of Chinese and Western culture. The collision of traditional retro elements and modern fashion makes the whole store have a different charm.
From the overall design of the shop, solid wood and brass are the main elements, which are laid out in a large area in the store, presenting a visual collision; the artistic design inspiration of the door head comes from the tenon and mortise structure of the traditional medicine cabinet, but the designer chooses to use the metal tube to complete, so as to create a sense of conflict between traditional and modern.
The Chinese 360 ° three-dimensional open kitchen, the continuation of color and the layout of metal tubes in the store bring consumers different dining and medical experience, breaking the stereotype of "time-honored brand".
Secondly, the combination of traditional Chinese medicine and coffee has achieved product innovation
Tongrentang's "Zhima health" not only has a professional technical team to design and operate, but also introduces professional talents from Starbucks to develop products.
For example, in Chinese restaurants, the main dishes are medicinal meals, and the food therapy package is launched according to the 24 solar terms; while the coffee of Tongrentang also adopts the innovative combination of "coffee + Chinese herbal medicine", realizing the innovation of coffee categories, and the combination of Chinese and Western medicine highlights the market competitiveness of the products.