Shenzhen Dongmen Pedestrian Street is a new fashion landmark—time-honored brands welcome new consumption
“If you haven’t been to Dongmen Old Street, you haven’t been to Shenzhen.” Go to Shenzhen Dongmen Town Food Street to check out the delicious food, go to the “time-honored” restaurants to taste the Lingnan flavor, and go shopping in various department stores. Clothes, go to the Red Tourism Memorial Hall to reminisce about the past… This Dongmen Old Street with a history of more than 300 years has not only witnessed the earth-shaking changes in Shenzhen since the reform and opening up, but is also the earliest, most mature and largest commercial and consumption area in Shenzhen. .
At the beginning of this year, the “Action Plan for the Construction of the Core Business District of Luohu District (2023-2025)” proposed that the Dongmen Vibrant Fashion Consumer District will be built and the renovation of the 15,000-square-meter first opening area of the Dongmen Pedestrian Street will be completed. As the pace of renovation and upgrading of Dongmen Commercial Pedestrian Street accelerates, “time-honored brands” and “new consumption” collide here to create new sparks. In the eyes of Zhang Zhen, a resident who lives near Dongmen, Dongmen is like a “witness” to Shenzhen’s development. “In the past few years, various domestic brands have launched many national fashion items, which are very attractive. Every time a brand releases a new product, I will come to Dongmen to have a look. The national fashion trend blowing in Dongmen fits well. The current consumption demand of young people for traditional culture is also a reflection of national self-confidence and pride.” Zhang Zhen said.
Crossing the streets and entering a corner of Tianlong Commercial City, you will come to the time-honored “Dongshengyuan”, which is an old store with a history of more than 170 years. The store is not big, only about 90 square meters, and consists of four small storefronts. Various styles of wedding dresses and related supplies are neatly displayed inside. Liang Qianfa, the person in charge of Dongshengyuan, said that most of the consumers of these dresses are young people aged 20 to 30. Chinese fashion has gradually become the mainstream aesthetic of the younger generation. In the past, people liked to wear wedding dresses and suits when they got married, but now they give priority to buying Chinese dresses.
Dongshengyuan, which has caught up with the national trend, has also begun to explore design innovations in order to better meet the consumption preferences of young people. “In order to attract more young people to wear traditional clothing, we are constantly unlocking new styles in Chinese dress styles, such as using modern and elegant champagne color instead of the red and gold colors commonly used in the past, widening the dress skirt, and adding The pleated elements that are popular nowadays will look more fashionable.” Liang Qianfa said that the use scenarios of the products in the store are also gradually expanding, for example, the wedding series tea sets sold are also suitable for daily tea drinking. In the design of the toast clothing, a small amount of bright diamonds and sequins will also be sewn to make it better integrated into daily wear.
Leaving Dongshengyuan, walk about 100 meters south from Tianlong Commercial City to reach Tongshunxing Old Cake Shop, a time-honored specialty brand in Shenzhen. The store was crowded with customers who were selecting products. “Among them, almond cake, chicken cake, blind man cake, and wife cake are the well-known ‘Four Famous Cakes in Guangdong’ and are especially loved by consumers,” said Gao Xiuhong, manager of Tongshunxing Old Cake Shop.
“If a century-old store wants to remain prosperous, product quality must always be ranked first. On this basis, it must also pay attention to market demand and cannot just make products for price.” Gao Xiuhong said that in recent years, catering has The market is increasingly promoting healthy eating. Many years ago, Tong Shun Xing began to use the principle of low-oil and low-sugar cake making to ensure the health of consumers. It not only requires fresh ingredients and rigorous processes, but also pays more attention to the taste of the cakes. At the same time, they are also working hard on product packaging, integrating traditional food and traditional culture, iterative innovation, and continuously improving the consumer experience.
Strolling along Dongmen Pedestrian Street, there is a bustling flow of people everywhere, as well as the ubiquitous sounds of shops selling goods. Lin Jiaxin, a college student who was checking out at the Semir clothing store on the pedestrian street, told reporters, “As long as the design is unique and avant-garde, and it makes me feel like I have my own style when I wear it, I will consider buying it. Now many domestic clothing brands have done this.”
“National style design has become our selling point to promote brand upgrades and attract consumers.” Yang Jinghui, store manager of Semir Dongmen Pedestrian Street store, said that every summer and winter, Semir launches national fashion series of clothing with different themes. For example, the “National Style Song Tea” theme series launched this summer mainly features various printed T-shirts. Most of the printed patterns are scenes of literati cooking and eating tea in the Song Dynasty. Since its official launch on March 20, it has been quite popular among consumers. favorite.
“The bustling and lively Dongmen Old Street has also brought us a lot of customer traffic. At present, the customer traffic of the store has approximately doubled compared with last year, with a daily customer flow of 800 people on weekdays and about 2,500 on weekends. People. Especially after the Shenzhen-Hong Kong port fully resumed customs clearance this year, it has brought us more passenger flow, and many Hong Kong tourists come to shop.” Yang Jinghui said.
In Dongmen Pedestrian Street, the national consumer craze has also swept the jewelry industry. “The current consumer market is becoming younger, and young people are beginning to love traditional culture and pay attention to cultural consumption.” Xu Leiying, deputy store manager of Lao Fengxiang Yinlou Bada Store, said that in recent years, Lao Fengxiang has focused on “national trends, national style, and national charm” The “Treasure Gold” series of gold jewelry has been launched. They are all handmade. While integrating the essence of the East, they have both aesthetic and artistic appreciation value and inheritance value. Most of them are purchased by young consumers in the store.
A group of century-old stores have won the favor of young consumers through continuous innovation; a group of cutting-edge domestic brands are based on traditional culture and promote design renewal, triggering a national consumer boom. “The national craze is not only sweeping across the east gate, but ‘Chinese style’ is becoming one of the focuses of international trends. Behind this is the advantage of Made in my country, as well as our country’s cultural confidence. A profound reflection.” Li Xiang, a researcher at the 21st Century China Research Center of Harbin Institute of Technology (Shenzhen), said that it is necessary to continue to consolidate from design, manufacturing, marketing and other aspects, strengthen guidance and cultivation of this national craze, and strengthen products on the manufacturing side. Quality, promote the organic integration of traditional excellent Chinese culture and design innovation on the brand side, cultivate more new consumption formats and new scenarios on the consumer side, better meet the new consumption needs of the public, and promote the formation of a group of internationally competitive and influential companies. of Chinese brands.
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