New Products Of "Old Chinese Goods" Go To Battle Again

"Double sister" back to Nanjing Road

In August 23rd of this year, the Peace Hotel, which had just been refurbished and reopened, welcomed a long lost "old friend", the first brand store in Shanghai's "double sister" cosmetics, officially settled in the Peace Hotel. The "twin sister" brand was founded by Guangsheng Wang, the predecessor of Shanghai Jahwa, in the Qing Guangxu period. In 1910, "twin sister" opened the first store at the then 475 Nanjing Road, known as the most fashionable section of Shanghai in 1910. After a hundred years' time, "double sister" went home and still chose to open a shop on the road in Nanjing. This move is considered to have a strong symbolic significance.

The name of "double sister" was also known in the 20s of the last century: the cosmetics brand created by Feng Futian, founder of Guangsheng hang, was founded in 1898, and was famous for its products such as snow cream, hair oil, toilet water, rouge and fruit dew. In the five and 60s of last century, "twin sister" gradually faded from the mainland market, and the brand moved to Hongkong, but it could only be sold in Chinese department stores such as Huarun, and the market was severely shrinking.

However, this "twin sister"'s "home" is obviously well prepared. The whole product's series planning and visual design have been integrated with the world's first-line cosmetics, and it is not the image of "Hong Kong's domestic products". And its high price is even more alarming. Reporters in the the Peace Hotel "twin sister" store saw that the market price of the "double sister" classic series of beauty products is 1080 yuan for powder and paste, 900 yuan for night Shanghai perfume, 300 yuan for evening soap and 120 yuan for lip balm.

Probably because the reporters arrived too early, there were 3 salesmen in the exclusive shop, and no one customer. According to the public information of Jahwa in Shanghai, Shanghai Jahwa hopes that "double sister" can make profits in 3 years, but if it is only to store in the Peace Hotel, it will not be easy to make profits in the short term.

"Back force": the fashion symbol of a generation

For most of the 70 and 80's, it's a special thing to have a pair of back shoes when you were little. "At that time, I felt proud of wearing back shoes, and I could not wash the dirty prints on my shoes. I painted them with white chalk. Now you can't find the brand of shoes that you wear when you are young. Mr. Yang, a white collar working in Jingan Temple, said.

Therefore, when the reporter walked into the flagship shop of the flagship store in Pingliang Road, Yangpu District on the sunny Wednesday morning, it felt a kind of affectionate kindness. Previously, there was such a group activity on the "bean paste": "the meaning of the 300 square meter flagship store's location in Pingliang road -- the former Shanghai rubber shoes six factory is a medium-sized enterprise owned by the whole people, and the site is 1180 Yangpu District Pingliang road." Shanghai rubber shoes factory six "these words, in the power control and the weight of the hearts of young people, there is no need for old words."

Return to the home of the return shoes familiar and strange. The reporter saw in the flagship store that the older customers had a special liking for the 62 yuan white red border classic. "I have feelings for this brand, and its price is fair and quality is good." Aunt Wu, who lives in Pingliang Road, bought a pair of back shoes, 68 yuan. Many young people are more interested in the retro fashion style of Huili shoes. The flagship store specially set up a district to display fashionable hand-painted shoes, and the unit price is more than two hundred or three hundred yuan. The vamp is painted with iris, hibiscus, rose, clover or seal carving seal.

Although it was the morning of the working day, there were quite a few customers coming and going in the store. In addition, the staff members of the six old factory workers in Shanghai rubber shoes were also young and brilliant. Speaking of the grand occasion of the year, the "old aunt in Shanghai" had the most say in the shop: in the 70s and 80s of last century, Huili shoes swept the whole country. When the shoe is the hottest, the people queuing up to buy shoes at the gate of the factory are queuing up to buy buns - shoes just under the production line, and "hot", they have been sold out. And in the month when it opened in September, the occasion returned: there were long queues waiting for customers at the door, and only 10 people were allowed to enter. "Don't be too crowded." It is said that if it goes smoothly, from the end of this year to the beginning of next year, the shoe will be stationed in some department stores in Xujiahui and Huaihailu Road, and plans to re enter the department store of Nanjing road in two years. {page_break}

Permanent C: remodeling bicycle culture

Referring to bicycles and speaking of "permanence", the Shanghai people over the age of 40 probably have only one sigh, which is somewhat tragic. However, the old "eternal" which once boisterous has become a memory, but the new "forever" is impressive.

At the Shanghai Bicycle Show held in April this year, the group with permanent brand names officially announced the launch of the brand new "permanent C" - the first batch of five series of 15 bicycles available for sale, designed by a young design studio. The interdisciplinary studio based in Hangzhou consists of 10 young people under 30 years of age. Most of them graduated from Zhejiang University and studied in Europe. In the view of these young designers, the introduction of bicycle products is only the first step in permanent C, and the ultimate goal is to "bring the city riding culture back to Shanghai".

In September 9th of this year, the flagship store of permanent C was formally launched, and the flagship store of permanent C showed that the price of a permanent C bicycle is between 699 yuan and 999 yuan. The price of the bicycle is C. Judging from its appearance, permanent C borrowed from the last seven and 80s of the last century the popular classic series of cars that swept Shanghai and the whole country: Postal bicycles. On the premise of keeping the outline, make them more clean, brighter and more accent. The designer said that choosing to improve on the basis of postal bicycles is because these styles are the sediment we recall. When looking at them, what you see is not a car, but a history and a kind of identity, a yearning for new life.

Entering the flagship store and studying the appearance of the permanent C, we can see that the design team has kept the iconic details of the permanent post bike, such as double bend handles, headlights and tripod, as well as the fonts used in 1950s. However, the overall body is obviously adjusted according to the current popular ergonomics. The whole team also spent a lot of time and energy searching for the cushions and sets that they were satisfied with. There were no more than 50 suppliers in China. "The design of permanent C will be modified after it is launched, and the 2 and 3 versions will be released later." The designer said.

Obviously, the ambition of permanent C is not just to sell more bicycles.

"Can cat": release collective memories after 80

Far away from the harassment of the "famous bag" brokers in the street, the Shaanxi branch of the "cat shop" opens in a quiet alleys on South Shaanxi road. Walking into the shop door, the old bicycle was parked at the door, and the high pitched loudspeaker on the ceiling was hanging on the primary school playground in the year. The wall was the most common wall green in public places in the 80s of last century, and the wall was marked with the slogan "five notes and four beautiful". It used the common art typeface in 80s. On the shelves of one wall, the old style sportswear with the word "Shanghai" was hung on the shelves of the wall, and red and blue were mostly on the shelves.

In Shanghai, when it comes to nostalgia for old goods, "cat shop" is a "landmark" that can not go around. The founder of "able cat" is a graphic designer named Xi Xi, who was born after 80. The name "can cat" is because, when writing a composition in primary school, the God wrote "Panda" as "cat", and was reprimanded by the teacher. When he opened his shop, he used the name with great delight to be used as the shop name, but unexpectedly it became popular.

The cat store was first opened in the middle of Yanan Road, mainly selling the old collection of goods that had already been cut off. The toys and stationery products in the 80s of last century were like six sides of small animals, plastic eraser, children's wind bell, torpedo, enamel bowl and enamel cups. Of course, the bulk of the shops are new products that have been redesigned by the popular elements of the year, mainly in 80s style sportswear and stationery.

Why do I open such a shop? The shopkeeper said in a media interview: "I think the change from 80s to now is really great. I personally miss those childhood days, including those peculiar to those times, and seeing them can remind you of many childhood memories.

At present, the cat store has opened 3 stores in Shanghai, but because the location of the stores is relatively remote and hard to find, the popularity of Taobao online stores is even higher. You can see that the new design on Taobao can be seen: the new design with "recall" is very expensive: the dinosaur special emergency truck driver's Mesh Hat is 99 yuan, the white rubber pattern canvas satchel is 120 yuan, the nostalgia old style torch table tennis racket (super old packing) is 88 yuan, the old stationery stereoscopic drawing ruler is 20 yuan, and the retro sports jacket is 289 yuan. As a matter of fact, these articles that can be classified as "groceries" are of general quality and practically useless, but when they are concentrated together, they produce strong "chemical reactions". These products are designed as "genes" by common patterns, symbols, colors and typefaces of ordinary people in that era, and "harmonize the relationship between the new and the old with a sense of humor and restoring ancient ways."

From the group and media reports on the bean paste, the customers who visited the cat store were mainly post-80s, and there were many foreigners who were curious about China in 80s. You can see many interesting messages when you log in to the local public comment website.

A nostalgic shop is something that was born after 80, rubber, iron pencil box, sweater and line pants. It is really a good place to clean out junk. Random photos, random noises, there are no restrictions in the shop. It's our childhood memories.

Shop windows display various kinds of things I used to play when I was little. Small tricycles, tumblers, clockwork, little frog jumping on the ground, and a small table lamp in grandma's room, is a very nostalgic and flavorful shop.

Some theorists pointed out that the 80s of last century was a special time in Chinese history, and the reform and opening up had just taken steps, and the people who had just released from the Cultural Revolution enjoyed great joy in cultural and artistic freedom. At the same time, a large number of domestic brands are springing up like mushrooms. Plum blossom sports clothes, seagull cameras, perpetual bicycles, Yu Meijing, and back shoes are all the key words of that era. Now they are coming back in another way.

It is revealed that the cat shop will plan and Design Limited Edition leather backpacks and sneakers in the future. The operator thinks he is subdividing the customer, rather than "overdrawing everyone's feelings for domestic products".