In the past two weeks, if you ask your friends what they are doing, they are mostly busy chasing a TV series called Blossoms Shanghai! A few days ago, the Mandarin version of the play ended, but the Shanghai version is still being broadcasted.
Tv series Blossoms Shanghai Nanjing East Road visitors punch in.
The TV series Blossoms Shanghai is directed by the famous director Wong Kar-wai and adapted from the novel of the same name by Jin Yucheng, winner of Mao Dun Literature Prize. The drama is set in Shanghai in 1990s. With its popularity, it has really brought "fire" to Shanghai, and the popularity of various Shanghai elements in the drama has soared. huanghe road, Jinxian Road, Peace Hotel and other places in the drama have become popular punching points for Shanghai tourism in the near future, while the search volume of old Shanghai delicacies such as ribs rice cake, soaked rice and oil chopping block has also surged on major take-out platforms. From different perspectives, people rediscovered the people and things in the play and felt the magnificent scenery of that era.
In addition to food and swimming, the modern and fashionable dress of the characters in the play also makes the audience curious. In the era when there was no interconnection, Haitao and online shopping, where did Shanghainese follow the fashion?The Shanghai Union Commercial Building and Shanghai Clothing Company, which were heavily mentioned in the play, are a microcosm of the fashion and fashion of that era. So, where are they in Shanghai today?
Hualian department store:
A good place for Shanghainese to follow the fashion.
In Blossoms Shanghai’s play, Fan Zonghe and Bao Zonghe of Huxi Knitting Factory talked about the cooperation of Sanyang T-shirts. Bao Zonghe helped to contact the "Hua Dan" Shanghai Union Commercial Building on Nanjing Road at that time, and invited the big star ChristianRandPhillips to "bring goods", which made Sanyang brand an instant hit and became a famous brand in Shanghai.
Wing on Department Store
The Hulian Commercial Building in the play actually corresponds to the Yong ‘an Department Store at the intersection of Nanjing East Road and Zhejiang Road. Its predecessor was Yong ‘an Department Store founded in 1918 by Guo Le, an Australian overseas Chinese and a Cantonese.Around 1920, the six-story Yong ‘an Department Store was already a fashion vane in Shanghai. At that time, there was a garden restaurant on the top floor. Because there were few high-rise buildings around that time, customers could have meals and afternoon tea at the restaurant on the roof while overlooking the beautiful scenery of the Huangpu River in the distance.
In January 1956, Yong ‘an Department Store was a public-private partnership. Since then, it has been reorganized, renamed and used for many times. On January 8, 1988, it was renamed Shanghai hualian department store after reconstruction; On May 27th, 1992, it was restructured into Shanghai hualian department store Co., Ltd. and issued shares.
Photographed in China Securities Museum.
The 1990s in Blossoms Shanghai’s plays happened to be the most glorious period in hualian department store. In leading the trend, hualian department store has always been at the forefront of its peers. As early as the 1970s, the commercial building and the factory jointly held exhibitions of woolen fabrics and knitted underwear, with more than 100 kinds of products including viscose cotton, gabardine, viscose cotton, three-in-one tweed, cool tweed, tweed and flat tweed. After the reform and opening up, in 1988, hualian department store, who had just been named, took the lead in playing the banner of "Wear in Hualian", concentrated on creating characteristics in business operation, focusing on the word "wear", and achieved the first place in clothing sales in Shanghai.
In terms of business methods and commodities, hualian department store has changed from processing and ordering to distribution, boldly introduced trendy clothes and high-grade clothes such as jeans and fashion, and introduced more varieties to achieve high-quality goods gathering. In terms of business venues and layout, hualian department store has reduced the venues for textiles and bedding, expanded clothing sales, implemented "hall" and "room" sales, and conducted a series of exhibitions. In terms of management means, hualian department store launched fashion shows, held exhibitions every week, and extended the connotation of "wearing in Hualian", including leather shoes, bags, cosmetics and accessories, and held a series of supporting exhibitions. The reform of business model has greatly increased the turnover of the whole shopping mall. hualian department store became the top shopping mall of Nanjing Road in that era, and it was also a good place for Shanghainese to follow the fashion.
Night view of Yong’ an department store
In 2003, Hualian Group merged with the then Hundred Group, Friendship Group and Material Group to form the current Bailian Group, and hualian department store also became a subsidiary of Bailian Group’s department store. On April 28, 2005, hualian department store, who completed the system transformation project, was officially turned over as Yong ‘an Department Store Co., Ltd., which restored the European architectural style of Yong ‘an Company.
Saks performance office on the second floor of Yong’ an department store
Every afternoon, visitors stroll along Nanjing East Road, and the melodious saxophone tunes played from the second floor of Yongan Department Store attract guests from all directions of Nanjing Road to stop and listen, as if listening to it telling the story of past lives, a century-old building; At night, Yong ‘an Department Store was illuminated by golden neon, which became the most beautiful scenery on Nanjing Road. Tourists stopped and punched in to take pictures.
Fashion shares:
It is still a symbol of fashion today.
The "Shanghai Fashion Company" mentioned in the play is actually the Shanghai Fashion Store across the street from Yong ‘an Department Store on Nanjing East Road. Its predecessor was Xianshi Company, and now it is the brand of Shanghai Fashion Store of Shanghai Bailian Department Store Co., Ltd.
Yong ‘an Department Store faces Shanghai Fashion Store across the street.
Since its establishment and operation, Shanghai Fashion Store is one of the famous time-honored enterprises on the "First Street of Chinese Commerce", and it has maintained the largest professional management characteristics of fashion in China. This ancient Roman building with a history of more than 100 years is still a famous fashion specialty shop and tourist attraction on Nanjing Road Pedestrian Street.
Shanghai fashion shop
The first department store:
Set a number of "firsts" to boost the development of domestic products.
In addition to Hulian Commercial Building, several old Shanghai commercial landmarks that appeared in the play are also enterprises under Bailian Group. For example, the "No.1 Department Store" brand appeared in the lower left corner of the picture in Blossoms Shanghai’s opening film, and the "No.1 Department Store in Shanghai" invoice flashed by when Bao Zong and his uncle counted the banknotes until they were soft. This "No.1 Department Store in Shanghai" actually corresponds to the current Shanghai No.1 Department Store Business Center, and Shanghai residents are used to calling it "No.101 Store" or "No.101 Store".
The First Department Store has been established for 75 years. The first department store was the first to introduce imported cosmetics, the first to hold a commodity fair, the first to introduce Yang Baiwan, a private self-employed, the first to make uniform work clothes for employees, and the first to establish a fashion show team … … After entering the 1990s, the store seized the opportunity to complete the shareholding system reform, and became the first batch of state-controlled commercial retail joint-stock enterprises listed, breaking the original single ownership system, realizing diversification of investors and marketization of management.At that time, Shanghai No.1 Department Store was truly the first department store retail enterprise in China.
"National Tide" has become one of the characteristics of the first department store.
The growth and development of large state-owned department stores and state-owned brands have always been closely integrated, mutually beneficial and win-win cooperation. In Blossoms Shanghai’s era, many domestic brands, such as Shanshan suit, Yu Zhaolin thermal underwear, Yuxi cosmetics, bully learning machine, Haoyitong and quick translation machine, all achieved great success by selling in the first department store, and even finally went public. For example, the sales in the first department store were very hot that year.Qindao-Liebherr refrigeratorAnd eventually developed intoMade in China — — Haier.
There are three thousand circles of flowers.
The magic weapon to win in business war is always the customer first.
Over the past 30 years, great changes have taken place in the department store retail industry, and the upgrading and transformation of consumer demand have promoted the department store industry to move forward continuously. Blossoms Shanghai mentioned that in the department stores on Nanjing Road, everyone has a creed: "The customer is always right!" This sentence is still out of date now, but the demand of consumers has changed a lot compared with that of the past.
In recent years, the original price-based consumption is changing to value-based consumption. What consumers need is no longer "one thousand stores", but more and more personalized, quality and scene-based experiential consumption, which puts forward higher requirements for department store retail enterprises. As a veteran retail giant, corporate vision of Bailian Group now "makes consumers love us more" and defines the brand proposition as "enjoy a better life".
The first department Store
In recent years, Bailian Group has continuously promoted the transformation of traditional retail, focused on the upgrading of key business districts and key stores, and expanded its business in shopping centers and outlets. By organizing and participating in commercial activities, Bailian Group has built a youthful attitude with diversified marketing methods to attract young people and high-end consumer traffic.
Bailian ZX creates a fun field, a holy place for young people to punch cards.
For example, the Bailian ZX Creative Fun Field, which opened in January 2023, has now become a "cultural holy land" for the second-generation fans all over the country.During the Golden Week of May 1, 2023, Bailian ZX Creative Park had a maximum turnover of more than 2.5 million per day, a daily passenger flow of 75,000, an average daily passenger flow of more than 50,000, and a single store’s maximum sales of nearly 1 million yuan per day. For a small commercial body with a single area of only 10,000 square meters, it can be called remarkable.
In April, 2023, Hall C of the First Department Store introduced "Star Space", the first immersive gathering performance space of shopping malls in China. Young people can not only go shopping in the First Department Store, but also enjoy a variety of different types of theatrical performances. The First Department Store not only provides an intimate theater experience for the audience who come to watch the drama, but also delays some catering business hours to link with the theater in line with the night economy and theater time, so that the audience can have a place to share and exchange after watching the drama and release the current mood of watching movies. It is understood that it is expected that by May 1st this year, the First Department Store will further expand the scale and effect of cultural performances in the whole shopping mall, and use the 10th and 11th floors as Chinese theaters that can accommodate about 300 to 400 people, so as to attract customers with better dance beauty and scenery.
In December 2023, the Bailian Xijiao Shopping Center, which was reloaded after 18 months of closing, made its debut.After the completion of the transformation, Bailian Xijiao has become Bailian’s young strength center and secondary cultural and commercial space — — After Bailian ZX creates an interesting field, it is the third commercial space for overall stock transformation and format innovation. It is worth mentioning that Bailian Xijiao is located at the core of the life circle in the western suburbs of Shanghai. It reconstructs the consumption ecology around the consumption needs and emotional demands of the residents in the surrounding communities in the western suburbs of Shanghai, carries out brand iteration and scene reconstruction, and further activates the life scenes of the local communities.
Night view of Nanjing East Road Pedestrian Street
Bailian Group, which owns a number of subsidiaries on Nanjing East Road, will continue to create more new consumption scenarios for consumers through business and brand creation, constantly expand the trendy connotation of commercial space and spell out a new picture of enjoying a better life with the power of value circles.
In Blossoms Shanghai, General Manager Bao said, "Shanghai Union, Nanjing Road and Shanghai will be better".
I believe that tomorrow in Shanghai will be more colorful.
