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      北京稻香村

      Beijing Daoxiangcun

      2022-04-08 14:31:56   來源:中國商務新聞網   作者:

      北京稻香村公司總部

      自清光緒二十一年金陵人郭玉生落戶前門觀音寺,到1983年老掌柜劉振英勇擔重任、小胡同里艱難復業,再到現任掌門人畢國才繼往開來、開辟發展新篇章。120多年來,經過幾代人的薪火相傳,北京稻香村呈現給消費者的糕點產品依舊如初,歷久彌香。

      The history of Beijing Daoxiangcun began when Guo Yusheng, a native of Jinling, settled in Qianmen Guanyin Temple in the 21st year of The Reign of Emperor Guangxu of the Qing Dynasty. Liu Zhenying, the old shopkeeper, took on the responsibility and resumed the business in Hutong in 1983, and Bi Guocai, the current leader of Beijing Daoxiangcun, carried on the past experience and ushered in a new era of development. Over the past 120 years, the pastry products presented to consumers by Beijing Daoxiangcun have been passed down from generation to generation, and maintain high-quality.

      堅守根基

      Sticking to the roots

      身為老字號品牌之一,北京稻香村多年傳承下來的文化自有應發揚光大之處。正如畢國才先生所說,“創新的同時,老字號的精髓一定不能丟,內核不能變?!?/p>

      As one of the time-honored brands, the culture of Beijing Daoxiangcun inherited for years has something worth developing. As Mr. Bi Guocai said, “While innovating, we must not lose the essence of this time-honored brand or change its core.”

      “好口碑、好味道、好品質”是北京稻香村最好的品牌魅力所在?!坝昧虾?、嚴標準”也是北京稻香村深受廣大消費者喜愛的產品“配方”之一?!爱a品就是人品”,打造出受消費者青睞的產品,一絲不茍的選料與獨特的工藝是前提。

      “Good reputation, good taste, good quality” is the best brand charm of Beijing Daoxiangcun. “Generous materials, strict standards” is also one of the “formula” for which many consumers love its products. “Product quality is like personality”. Meticulous selection of materials and unique technology are the premise of making products popular.

      節令產品生產需要的原食材,北京稻香村每年都會派出專業的挑料團隊去往全國各地精選優質食材,例如山西汾陽的核桃仁、東北的紅小豆、黑龍江的馬尾松仁、新疆的若羌紅棗、黑龍江五常的糯米、湖南的湘蓮、蘇州的桂花等等。

      Seasonal production requires seasonal ingredients. Every year, Beijing Daoxiangcun sends a professional team to various parts of the country to select high-quality ingredients, such as walnut kernel from Fenyang in Shanxi, red beans from northeast China, masson pine nut from Heilongjiang, red dates from Ruoqiang in Xinjiang, glutinous rice from Wuchang in Heilongjiang, lotus seeds from Hunan, osmanthus flowers from Suzhou, etc.

      北京稻香村推出的京式月餅制作技藝“非遺”系列中的翻毛酸奶、翻毛五仁等多種口味的翻毛月餅,據說起源于宮廷,深受慈禧喜愛,就連名字都是她親賜的。之所以被稱為“翻毛”,是因為其古法制作工藝,外皮層次細密,出爐后放于桌上,然后輕輕拍打桌面,那外層白色酥皮即如雪白鵝毛一樣輕輕飛起。

      Beijing Daoxiangcun has launched the “Intangible Cultural Heritage” series of Beijing-style moon cakes, including a variety of flavors of “Furry” mooncakes, such as yogurt flavor and five-nut flavor. It is said that “Furry” moon cakes originated from the court and were deeply loved by Empress Dowager Cixi. Even the name was given by her. It’s called “furry” because the outer skin made by the ancient manufacturing technology is thin and dense. When the moon cake is placed on the table after it is baked, and the table is gently patted, the outer white pastry will float up like snow-white goose feather.

      此外,北京稻香村在禮盒設計方面也融入了許多民俗文化,很多元素取材于京城代表性符號,既融合了一些節日喜慶團圓的氛圍,也結合了極具特色的民俗民風。比如以北京地標性建筑為設計元素“京韻中秋”禮盒,打開盒子便仿佛徐徐展開一幅優美的京秋畫卷。

      In addition, Beijing Daoxiangcun also incorporates a lot of folk culture in the design of gift boxes. Many elements are based on representative symbols of Beijing, which not only integrates the festive atmosphere of happiness and reunion, but also combines distinctive folk customs. For example, when the “Mid-Autumn Festival with Beijing style” gift box, whose design elements include Beijing landmark buildings, is opened, it seems like a beautiful Beijing Autumn picture scroll unfolding slowly.

      開拓創新

      Development and innovation

      北京稻香村作為百年老店,創新是其蓬勃發展的內在動力,也是老品牌煥發新活力的必然要求。

      As a century-old brand, innovation is not only the internal driving force for its vigorous development, but also the inevitable requirement for the old brand to radiate new vitality.

      在現代消費市場,國潮的興起,是年輕消費者越來越熱愛中華文化的體現。北京稻香村身為中華老字號企業,在中華文化復興的時代,也肩負著傳統文化的傳承與發揚。在企業發展經營中,緊緊圍繞中國傳統飲食文化,不斷挖掘并與之相結合。

      The modern consumer market has seen a surge of “guochao”, i.e. domestic brands and products that incorporate Chinese traditional style and culture, demonstrating young consumers’ growing love for Chinese culture. In such an era when Chinese culture revives, Beijing Daoxiangcun, a time-honored Chinese enterprise, shoulders the responsibility of inheriting and developing traditional Chinese culture. It embraces and explores the Traditional Chinese food culture, constantly combining itself with the culture.

      早在2017年,北京稻香村就涉足跨界IP合作,首家合作品牌便是“故宮淘寶”,聯合推出創新宮廷范兒的糕點禮盒“極好的·點心”、“五毒小餅”等,產品與禮盒的風格元素都取自故宮文化,被網友稱為“最有范兒的糕點”、“最有文化的點心”。

      As early as 2017, Beijing Daoxiangcun conducted its first cross-border IP cooperation. The first brand he cooperated with was “Palace Museum” Taobao store, with which it jointly launched cake gift boxes with the innovative imperial style named“Jihaode (very good) · Dim sum”, “Five Venom Pancakes”, etc. With the style elements of products and gift boxes taken from the Palace Museum culture, it is called “the most stylish pastry” and “the most cultural dim sum” by netizens.

      北京稻香村在跨界創新的道路上一直不曾止步:2020年特研發了一款生肖點心“鼠餅”,率先采用行業中最新的彩色噴涂技術,將Q萌的小老鼠形象印在餅面上;與人民日報人民創意聯合推出“我愛我的祖國”“人民歲月”等多款濃濃家國情懷風的主題禮盒;與文化積淀厚重的《國家寶藏》節目合作推出月餅禮盒……

      Beijing Daoxiangcun has never stopped on the road of cross-border innovation: in 2020, it specially developed a snack “Rat cake” for the Chinese zodiac sign, taking the lead in using the latest color spraying technology to print cute little mouse images on the cake surface. It jointly launched “I Love my Motherland”, “People’s Years” and other patriotism-themed gift boxes with People’s Creative, a cultural innovation brand sponsored by People’s Daily media group. It has also launched moon cake gift boxes in cooperation with “National Treasure”, a program featuring profound cultural accumulation.

      北京稻香村“一店一策”的創新經營更是值得一提,近兩年陸續推出了“南城生活店”“東城食尚店”“西單食味店”“工廠店”“零號店”等等。

      The innovative operation of “one branch, one business strategy” in Beijing Daoxiancun is worth mentioning. In the past two years, it has launched “Nancheng Life Store”, “Dongcheng Food Fashion Store”, “Xidan food store”, “factory store”, “No.0 store” and so on.

      以零號店為例,北京稻香村在復業原址重張新型門店,使其集民俗、美食、文化、城市記憶等多位一體,在傳承和發揚中國傳統美食的同時融入新老口味的碰撞。不僅有現烤糕點,更有特色京味茶飲。在店內,透過明亮的玻璃可以看到操作間里師傅們現場制作糕點的過程,現烤點心的口感也達到最佳。自2021年8月開業以來,來北京稻香村零號店購買的消費者熱情高漲。從早八點還未開業門店門口便有排隊的顧客到晚上九點打烊前依舊門庭若市。

      Taking No.0 store as an example, Beijing Daoxiangcun re-opened this new store in the original site. The store integrates folk customs, food, culture, urban memory, etc., presenting a collision between old and new tastes, at the same time inheriting and carrying forward traditional Chinese food. There are not only baked cakes, but also characteristic Beijing tea drinks. Inside the shop, the bright glass allows you to watch chefs make pastries in the operating room while you are experiencing the best taste of freshly baked pastries. Since the opening of Beijing Daoxiangcun No.0 store in August 2021, customers have been enthusiastic in buying food in the store. From 8 a.m. when the store is not yet open, there are lines of customers in front of the store until 9 p.m. when it closes.

      不論是恢復傳統飲食文化、產品升級,還是與故宮淘寶、國家寶藏、人民創意的跨界合作,北京稻香村一直在守住經典、傳播經典。獲得“中華老字號”榮譽,被消費者所青睞,北京稻香村所依靠的就是其百年傳承的老工藝、色香味美的好產品、嚴謹細致的買賣經。

      Beijing Daoxiangcun has been inheriting and promoting classic elements as it restores traditional food culture, upgrades the products, and cooperates with the “Palace Museum” Taobao shop, the culture and archeology program “National Treasure”, and cultural innovative brand “People’s Creativity”. It’s the century-old technology, excellent products, and meticulous business management of Beijing Daoxiangcun that have won it the honor of a Chinese time-honored brand and great popularity with consumers.


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