Classic+Guo Chao, this century -old vegetarian old -fashioned first shop is observed!

As we all know, inherit the unique product skills, leaving the characteristics of the Chinese nation, distinctive cultural characteristics, historical and cultural value, and have been widely recognized and praised with good reputation. These are the foundation of the old name. Today, in the face of the new wave of new waves in the consumer market, the old names that have been tested for hundreds of years have also been exploring the new path of Changzhang Youth.

Reshape the classic old -fashioned national tide attack

"I want a vegetarian bag, a vegetarian crab noodle bag, and a cup of American coffee." In normal times, Miss Yu, who is working at Global Port, hurriedly bought some snacks and took away breakfast when he was passing by convenience store. Today, she has another new choice -Chunfeng Songyuelou.

As a well -known century -old vegetarian restaurant in Shanghai, Songyuelou started from the second year of the Xuan Tong (AD 1910) from the Ninghui Pavilion of the West District of Chenghuang Temple. It is a well -known vegetarian brand in Shanghai. In the past, I went to the Yueyue Building of Yuyuan to eat a bowl of bridge noodles. At that time, there were many celebrities on Shanghai. At that time, many celebrities often went to dine. There is a saying in the collection of prose: "There is a vegetarian restaurant called Chunfeng Songyue Building, a century -old shop, famous."

After hundreds of years of development, Songyue Lou has always kept pace with the times, and continuously explores the new way of continuing the old name "lifeline". Since 2020, Songyue Lou has successively opened a new model branch of version 2.0 in the core business district of Jing'an and Minhang regions, and has successfully taken the first step of the century -old name "out of the circle".

Songyue Tower opened for the first time in 2020 to open a branch in Jing'an Jiuguang

The 3.0 version of Songyue Building settled in the B1 floor of the Global Port. It can be seen that they have made a lot of bold new attempts on the basis of the previous basis, so that the old names can more cater to the tastes of young people.

If the representative color of the old Yuyuan old shop is elegant spring green, then today this new shop is a bright water dragon groaning green. While showing the youthful atmosphere, it is better to appreciate the trendy beauty of traditional Chinese traditional color. Essence The traditional Chinese cultural elements such as buns and auspicious clouds in the store complement each other with the "Spring Wind and Heeng Rong Rong Mangyue and the Moon and the Moon" complement each other, showing a strong oriental aesthetic charm. All kinds of new elements are almost forgotten. The new store in front of them is actually a 112 -year -old "old -age" Shanghai old name.

On the first day of the opening of the Global Port Store of Songyue Building, the scene attracted countless new and old customers to queue up to buy

At the same time, Songyuelou is still in the "snail shell". The area of ​​the new store has been reduced from the original routine 120 square meters to the current 46㎡, and it has been reduced by nearly 2/3. However About 30 species are enough to meet the diversified consumption needs of most citizens and customers.

Creative superimposed vegetable bag+coffee combination officially "debut"

The snacker in the glass window is busy. After a while, the steaming vegetarian bag will be freshly released. This scene has attracted a lot of attention from office workers. Many people are also surprised to find that, in addition to providing the signature snacks of Songyuelou, there are various drinks such as coffee.

Why did the Songyue Lou famous for selling coffee? It turned out that the first attempt to launch the breakfast group of "vegetable bags × coffee" for the first time in the joint cooperation with KFC in Shanghai. I did not expect to be favored by a large number of young customers. And this also allowed Song Yuelou to see a new opportunity to seize the young customer base.

Songyue Building × KFC launched the "vegetable bag × coffee" breakfast group for the first time

"There are more than 8,000 cafes in Shanghai. It can be said that no city in China has a coffee aroma than Shanghai. In addition, when the topic of" Shanghai I want to buy coffee "is rushed to the Weibo hot search list The first place, these all shows the enthusiasm of the local citizens of Shanghai, especially young people, also gives us some new inspirations. " They already have the idea of ​​trying to renovate once. And this renovation is not only the visual level of the brand, but also the core product level. "To be the old name that young people really like, you must first have good products that young people really need."

Connect the memory between customers and old -fashioned samples with classic products, and use innovative products to closer the distance between young consumers and old -fashioned samples -Matshage, which is driven by this thinking, has sorted out and screened the product with multiple rounds of products, and The opinions and ideas of the post -70s to 00 are widely solicited, and finally decided to retain nearly 40%of the products in the original menu, and about 60%of the new products were boldly enabled.

Songyuelou's signature vegetarian bag

Songyue Building Global Harbor Store "Emerald Vegetarian Frying Bun"

Classic vegetarian vegetable bags, vegetarian crab powder bags, signature pine nuts mushrooms, original bean leather bags ... These good products that are at the forefront of sales and word of mouth are all retained, and new creative products with the characteristics of Shanghai city are also continuously developing and listed. For example: the "new member" of the bun series, Kurison Ludu, emerald vegetarian fried buns, and newly launched light -eating vegetarian meals, coffee, desserts and other series. And considering the actual consumer needs of customers around, they combined these products into sets of different consumption periods and scenes of the morning, middle, noon, and evening, respectively to meet the diversified consumption demands of various customers.

It is particularly worth mentioning that the Songyuelou's light -food meal series covers two major Chinese and Western products. There are both fruits and vegetables, nuts, and buckwheat salads that are popular with young white -collar workers.Chinese -style noodle head: Babao spicy sauce, vegetarian crab powder, mushroom sauce, creative match with buckwheat noodles for the first time.While reshaping the classics and innovating, it not only makes older consumers feel very kind, but also makes young consumers feel very fashionable.It is reported that Songyue Building plans to cover the core business districts of Huangpu, Hongkou, Xuhui, Changning, Pudong and other regions, so that more young consumers can easily reach Shanghai's vegetarian culture, and feel that the old names are advancing with the times.charm.

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Text: Huang Liming

Edit: Chen Yunfeng

Editor in charge: Wang Wei

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