Old brands meld traditions, modern tastes

0 Comment(s)Print E-mail SHINE, January 4, 2019
Adjust font size:
Longfeng offers lessons in the skill of making traditional pankou. (Photo/SHINE)

Venerated old brands have to move on with the times to survive in an era of online retailing, and the historical brand shops on Shaanxi Road N. are no exception.

This year during the "Double 12" shopping spree, they launched promotions and interactive activities to keep their profiles in the public eye.

The 300-year-old Leiyunshang traditional Chinese medicine pharmacy offered promotions on its online mall, while its brick-and-mortar store served free tea and healthy snacks to customers.

"Instead battling against online retailers, we should embrace online alternatives," said Li Xiaoxin, manager of the store. "Here in the store, people can have serious conversations about traditional Chinese medicine and try our products. After the visit, they can buy our products through our online store."

Shaanxi Road N. is more than shop fronts with things to sell. People are attracted there by the variety of experiences on offer.

At Longfeng Cheongsam, master tailor Jiao Yigang gives lessons showing visitors how to make cheongsam buttons called pankouand frog fasteners.

Longfeng, in operation for more than 80 years, is synonymous with masterful cutting and delicate embroidery, including the unique skill of making pankou, sometimes described as the "eye" of the cheongsam.

"Beginners usually start by making pankou, which requires patience and care," said Jiao, who has been making the classic Chinese dress for nearly 40 years.

A "student" surnamed Zhang, said, "I thought it would be simple because it was just some stitching. But when I tried it, I found that it was really hard. But I really enjoyed the experience. It was fun."

Gao Peijing, assistant to the general manager of Longfeng, said cheongsam-making courses are always extremely popular.

"Since the latter half of last year, we have run six classes, each with 12 students and three or four tailors," she said. "For Just 600 yuan ((US$87), you can learn from veteran tailors everything from stitching and cutting to finally finishing."

Younger women have become important customers because the vintage style is enjoying a bit of a renaissance. Longfeng's goal is to become an iconic haute couture house. 

1   2   3   4   >  

Follow China.org.cn on Twitter and Facebook to join the conversation.
ChinaNews App Download
Print E-mail Bookmark and Share

Go to Forum >>0 Comment(s)

No comments.

Add your comments...

  • User Name Required
  • Your Comment
  • Enter the words you see:   
    Racist, abusive and off-topic comments may be removed by the moderator.
Send your storiesGet more from China.org.cnMobileRSSNewsletter