Reveal The History Of The Growth Of The Four Major Chinese Department Stores In Nanjing Road, Old Shanghai

Daxin company building located at the junction of Tibet Road, Nanjing road.

"Go to the company" is the term "white phase".

The four major companies on the Nanjing road in Shanghai refer to presenters.

Reporters learned from the symposium that in twentieth Century 30s and 40s, the four Chinese business department stores were widely known in Shanghai.

There is both a "pleasure" and a great place for Shanghai people's daily recreation, such as the earliest taxis, air conditioners, amusement parks and dance halls, all related to large department stores.

At the time of the most prosperous Nanjing Road (Zhejiang road to Tibet Road), the four major companies built their own magnificent spectacle.

"The unique commercial culture of a large department store provides a unique atmosphere for Shanghai's urban development, as well as the culture and customs of Shanghai."

Jian Rong, director of the compilation and Research Department of Shanghai archives, told reporters that for example, the word "company" is very interesting.

In those days, there were more than thousands of large and small companies in Shanghai. But in the mouth of their wives and ladies, the company was not a general term, but it refers to the four major companies on the Nanjing road.

If the ladies say that the clothes are bought at the "company", people who know the classics will soon understand that they are only the first, Yongan, Xinxin and Daxin.

"Company" bought it, it shows that the clothing is not quality goods, foreign goods.

Among them, the Yongan company is the most influential company, the company first refers to Yongan, and then the rest.

In the department store, there are hotels, playgrounds, movie theaters, dance halls, teahouses and so on. The Dadong ballroom attached by Yongan company has created a precedent for combining commerce with entertainment.

This ballroom is also the first sign of Shanghai's "ballroom" sign.

Thus, "going to the company" became a synonym for Shanghai people to go out to play and play.

In summer, the playground of Yongan and Xian Shi on Nanjing road moved to the top of the building, known as "Roof garden".

"The head of business who understands business practices opens up an open-air playground on the roof to attract tourists and business is booming.

These Roof garden tickets are cheap, four per person, and sometimes buy one get one free.

There are all kinds of flowers and bonsai, various games and performances: storytelling, drum, beach spring, magic tricks, acrobatics, comic, and women's new plays.

Jian Jian Rong said.

Shanghai's "waitress" was the unique name of the Roof garden waiter.

wing on company

A number of pioneered innovative business models

Since ancient times, China's business has always been advertised as "only one family". It sells goods in a single way, and does not allow customers to choose products. Large department stores aim at "comprehensive business, inclusive" as the purpose. They specialize in high-end brand global department stores, with magnificent scenes and advanced facilities, and customers can choose at will.

Shopping malls are also different from traditional stores.

Such a business structure is still in use.

In the compilation of archives of Shanghai's four largest companies in the modern Chinese department store industry, the "four big companies" have gathered many "first" of Shanghai, such as Shanghai's first escalator in Daxin company.

Daxin company is the latest one in the four major department stores (1936). It has to be unaware of the hardware business and come from behind.

In the archives of the company's opening day, there is also a description of the elevator. "The company has two escalators, one from the bottom to the two floor, one from the two floor to the third floor, with a beautiful appearance.

The two can move up or down at a rate of nearly ninety per minute, so that they can be moved up to four thousand hours per hour.

For twelve hours a day, it can be used by forty-eight thousand customers.

When the company's business hours are close to the end of the night, the two escalators can be lowered at the same time.

It is easy to imagine its convenience and comfort.

Although Daxin company has the latest opening, because of its advanced facilities, wide site and good marketing, the turnover has quickly become the top four companies, and its total capital ranks first in China's department stores.

The archives also revealed that at that time, general enterprises or shop clerks were male, while department stores employed female staff to promote commodities, which was also a novelty at that time.

For example, the tobacco counters at department stores are mostly female employees, who are very good-looking and slightly applied to cosmetics. On the contrary, the cosmetics counters are mostly handsome and handsome salesmen.

In order to attract customers, companies are showing "fantastic tricks". For example, Xinxin company has set up a radio station called "glass radio", which is located on the six floor of Xinxin company. It is surrounded by glass walls. Customers can see the broadcast through the glass, and can see the famous actors and famous anchors who are rarely seen at ordinary times.

In addition to news and music, radio content also advertises new and new companies and their products day and night, much like today's "consumer guide".

Customers here can shop and watch the broadcast and performance.

People who like new Shanghai people pass ten or ten times, and are invited to patronize each other.

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New new company building

"Customers are always right."

Christmas promotions and special services have long existed.

Reporters from the "archives" to see that the "four big companies" can take the lead in the national department store industry, and its business management and service concept is not unrelated.

In the 30s of last century, the famous mainland bank built the mainland shopping center on Nanjing East Road. After renamed the Donghai building after liberation, it is now the 353 square. Originally it wanted to compete with the four major department stores.

But in general, the internal structure of the building is small and its functions are mixed.

Plus rent is still high, manufacturers and businesses are deterred, business has been poor.

The operators of the four big companies, because they were originally Australian Overseas Chinese, have extensive contacts with foreign traders and manufacturers. Besides importing a large number of foreign high-end goods, they also require trainers to be trained. They know English, Cantonese and Shanghai dialect. They are very familiar with the commodities they sell. For example, the salesmen of silk and satin department often come from the Suzhou and Hangzhou area in the silk town.

More importantly, customers often get into the department store first, and there is a neon sign written in English: Customersare always right (customers are always right).

Director of Xing said that at that time, the rules for receiving customers in major department stores were: during the month before and after Christmas, there were white paper and multicolored ribbons printed with multicolored white prints to wrap up the goods sold without any additional charges. When customers were not buying enough cash, they could withdraw cash or exchange foreign currency to the bank, deliver goods on behalf of customers, or even deliver free products to the company.

Complimentary soap and other services on the day's purchase invoice.

Its business philosophy and management methods still have reference value for today's department stores.

Roof garden of Xian Shi company

The founders are all from Zhongshan.

Although there is competition, the four big companies have a remarkable common ground.

The reporter learned that in 2009, under the recommendation of Professor Shen Weibin of Fudan University, President Yin Xuzhong of the Zhongshan Social Sciences Federation of Guangdong province was specially approached by the Shanghai municipal archives compilation and research personnel.

Coincidentally, all the four founders came from Xiangshan County, Guangdong (the founder of Xian Shi company and Yongan company was confirmed by textual research in the Southern District of Zhongshan today).

They first accumulated wealth in Australia and made a successful start in business. Then they opened new department stores in Hongkong, Guangzhou and Shanghai respectively.

The company is controlled by the Malpighian family. The Yongan company is controlled by the Guo family. The new company is run by the Li family and is controlled by Chua.

For example, the Shanghai Yongan company was founded by Yongan capital group, whose core is Guo brothers such as Guo Le and Guo Quan.

Guo Le worked in the family for generations.

When he was 17 years old, he went to Australia to make a living. After his cousin Guo Biao introduced it, he entered the immortal column.

Guo Le raised the "Yongan fruit column" in 1897.

Yongan fruit column has donated money to Sun Zhongshan's revolutionary activities many times.

In 1907, Guo brothers returned to Hongkong to set up Hongkong Yongan Co., Ltd., and managed the department store business. It became popular and thriving. At this point, the brothers began to shift their business focus to China.

In 1933, Guo Linshuang, the eldest son of Guo Quan, was pferred to Shanghai to be the general manager of Yongan company.

On the eve of liberation, under the persuasion of the underground party, Guo Linshuang decided to stay in Shanghai.

At that time, Guo Quan and Guo Ledou were very concerned about his safety, and repeatedly persuaded Guo Linshuang to go to Hongkong or to the United States.

He replied, "all the two companies here are very well meaning and have a strong sense of common sense. They should be able to work together and maintain their integrity."

After the PLA entered Shanghai, the first five-star red flag on the Nanjing road rose on the top of the Qiyun attic of Yongan company.