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Uncle Uncle Pickup in advance!The Taobao Holy Land of Shanghai people returned today. What is the new store for sale?

Author:Look at the news Time:2022.09.29

Speaking of "Huai Guo"

Can you evoke many uncle Shanghai and uncle?

Memories deep in memory?

September 29, 1954

"State -owned Shanghai Trade Trust Company Old Store"

Open the door at the intersection of Chongqing Road in Huaihai Middle Road to welcome guests

Everyone likes to call it "Huai Guo"

It is also the "Taobao Holy Land" that many Shanghai people are keen to

After 30 years of silence

Today (September 29)

"Huai Kingdom" Nirvana returns to Huaihai Road

"Rebirth" on the 68th birthday

Jiefang Daily · Shangguan News reporter

Explore "Huai Kingdom" in advance

Straight in the past and present life of this Shanghai Fantastic Mall

Who is "Huai Guo"?

On September 27, 1954, an advertisement on the Liberation Daily announced that "Huai Kingdom's Old" was about to open: "State -owned Shanghai Trade Trust Company's old goods store stores welcomes all walks of life to visit and guide to choose ... Address: Huaihai "No. 424 Middle Road (Chongqing South Road)"; two days later, the shopping malls that provided second -hand commodity transactions and adjustments were officially opened to sell ordinary daily necessities, but also various valuable products such as mahogany furniture and crafts. In addition to a large number of second -hand products that are cheaper than new products, you can also see a lot of strange imports and antiques.

Soon, this "old goods" store on Huaihai Road, with many products, fashionable, and affordable prices, became the "Taobao" resort of Shanghai people. The abbreviation of old goods stores.

After the opening in 1954, the old Huai Kingdom had been relocated and renamed until the beginning of this century. However, the words "Huai Guo" have become the memory of several generations of Shanghai people. On September 28, many older consumers came to the new site of the Huai Kingdom in advance, and they recalled the scenes they purchased at the time: the furniture, washbasin and other daily necessities when they got married, and the first camera bought by "bite teeth". , I have no money to buy but feel that shopping is also an imported goods on the market ... A young consumer said that even if the store sells now, we still have to take a look, "We came here that year ' Taobao 'is as satisfying as the young people on the Internet. "

What does the new "Huai Kingdom" sell?

After the new store was opened, the store's stores in the "Huai Kingdom" have not changed, but the layout and the product of the mall have changed.

The new site is located at 766 Huahai Middle Road, near Ruijin Road, with a total of two floors. As soon as you enter the door, you can see a conspicuous antique carriage. If you stroll around, you will find that it is more like a small antique museum, which is divided into different areas: the area with the original version of the Liberation Daily, which is the old history display space of the Huai Kingdom; Various antique photography equipment collected by photographic equipment brands; in the furniture home space full of "Vintage" color (literal: medieval), there are car sofas for the first -generation Porsche 911 sports car parts, and various crafts with a history of hundreds of years Native

Step into the second floor, you can see the landscape window of 25 meters long, facing Huaihai Road. In front of the Wutong window, a row of seats were placed for consumers to rest and punch. This layer mainly exhibits second -hand luxury goods, second -hand clothing, antique jewelry and crafts, modern art, flowers, etc., but it is not messy. Because different types of products are still presented in areas of different themes.

Among them, there are many rare "babies": in the luxury silk scarf galleries, there are decorative paintings made of limited silk scarves such as Hermes, Chanel; Antique bicycles that cooperate with Peugeot cross -border; the opening exhibition of the gallery comes from Zhao Hong. He is the real author of the protagonist of the Shanghai -language movie "Love Myth" ...

"In the second -hand trading market in old Shanghai, 'Huai Kingdom's old' was the few shopping malls that sold second -hand luxury goods at the time. This time, the old store opened, we continued this feature." Ma Mu, the person in charge of the new store project, said that the complete name of the new store is actually called "Huai Guo Old H22", and "'Huai Kingdom Old' is the inheritance of the past. , '2' represents a second -hand, two '2' also symbolize a second -hand cycle, advocating the environmental consumption method that gives the secondary life to the product. '2 'also has the meaning of the "Huai Kingdom Old' brand in 2022." Today, how can the old mall break through?

The old Huai State from Huaihai Road from the product to the service method has a big gap with the old Huai Kingdom in the old Shanghai memory. Many aunts who "proofed" in advance said that they should be recommended to children, "Suitable for nostalgia, and it is very suitable for them to check in."

Some people are worried that although the old Huai Kingdom has many high -end second -hand goods at that time, there are no shortage of daily necessities. Can the old Huai Kingdom's antiques and second -hand luxury goods be continued in the past?

"The market is changing, and the service method must be changed." Ma Mu said. The new store returns to Huaihai Road, and its format and positioning should be integrated with the entire road. The old neighbors of the Huai Kingdom are Niko and MUJI and other brands that are the main fashion trends and are sought after by young people. Right now, the old Huai Kingdom, which is retro and fashionable, complement them and interoperate with them.

From the perspective of second -hand commodity transactions, the old Huai Kingdom must also change. The reporter sorted out and found that since its birth, although the old Huai Kingdom has always focused on second -hand products, the operating category follows the pulse of the times:

In 1988, the old Huai Kingdom had been completely suspended and renovated. Since then, it is operated with the name of the "Five Star Company". The goal is to do the most modern shopping mall on Huaihai Road. Because the operators at the time found that with the development of the commodity economy, the commercial prosperous center of Huaihai Road was no longer suitable for such a "old stall". The operating projects of old goods, backlogs, and processing items are transferred to the "Huaihai Auction Bank" established at the same time.

It's just that the "five -star company" is not as familiar as "Huai Kingdom", so the name of the "five -star company" has disappeared, and "Huai Kingdom Old" is still widely spread. However, since the 1990s, the second -hand goods of the Huai Kingdom have paid forward with the times: in 1996, it published an advertisement that the shopping mall newly opened the "second -hand computer market" to upgrade the service for enterprises and institutions and home computers; in 1999 The newspaper advertisements also show that there are newly repaired semiconductor radios, which also repairs various types of household appliances such as color TVs, recorders, video recorders, computers ...

All of the above shows the new expectations of second -hand transactions in the market. Therefore, today's Huai Kingdom not only promotes second -hand luxury goods, medieval crafts and other products welcomed by young people, but also builds an immersive shopping scene. Ma Mu said that even if consumers just come here, taking pictures and punching cards can also reflect the value of the new store. "Let the old brand of" Huai Kingdom "be passed on, so that young people also know the history of second -hand transactions. "