(Photo: SHINE/Jiang Xiaowei)
Residents learn how to make cheongsam buttons, called pankou, or frog fasteners, from master tailor Jiao Yigang at the store of heritage-listed Longfeng Cheongsam on Shaanxi Road N. on Wednesday.
Much of the character of this amazing city is owed to our time-honored brands. Many of these brands have clung on, sometimes from the days of the last dynasty, through the establishment of the republic, the war against Japanese aggression and the founding of the PRC in 1949. Many have blossomed and flourished through 40 years of reform and opening-up.
Today, a new challenge is upon them and a new update is called for. The online shopping revolution is here and, like every other enterprise in the country, these venerated brands on historic Shaanxi Road N. must evolve or perish.
Wednesday's "Double 12" shopping day showed just how much these stalwarts of commerce are focused on evolution.
The 300-year-old Leiyunshang traditional Chinese medicine pharmacy launched a variety of promotions in its online mall, while its physical presence on the Shaanxi Road offered tea and healthy food for free.
"Instead of putting up a fight against online retailers, we should embrace our online alternatives," said Li Xiaoxin, manager of the store. "Here in the store, people can have serious conversations about TCM and try our products. After the visit, they can buy our products through our online store."
The whole essence of Shaanxi Road N. is that it is more than just some shop fronts. People are attracted there by the variety of experiences on offer. This is more than just a place where things are sold.
At Longfeng Cheongsam, master tailor Jiao Yigang gave lessons to visitors, teaching them how to make cheongsam buttons --— pankou, or "frog fasteners."
Customers enjoy making traditional dresses at Longfeng Cheongsam on Shaanxi Road N. on Wednesday.
