Dongcheng Xintaicang

2019-10-25

Dongcheng Xintaicang

First. Brand positioning

Culture export place with brand as carrier


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Xintaicang, Ming is in the north of Xianfang, called the new north gate of Taicang, because the location for the Ming grain storage Xintaicang field, hence the name. Qing dynasty is the Zhengbai banner, according to the 'Jingshi fangxiang annals manuscript', renamed the Xintaicang alley. In the late Qing dynasty and the early republic of China, it was called Xintaicang Hutong. Hutongs are mostly traditional dwellings. According to the survey list of temples in beiping, Guangyin temple was built in Qing dynasty on the east side of the southern end of today Hutong.


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Second. Brand system


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Xintaicang brand system includes brand structure, operation system, brand marketing, capital operation and park construction.

The brand composition of Xintaicang consists of online Xintaicang APP platform and offline physical park Xintaicang hutong. At the same time, Xintaicang hutong, Xintaicang store, Xintaicang school and Xintaicang courtyard are built for the entertainment of Xintaicang, so as to experience the most original Beijing and inherit the most Beijing life. The online APP aims to make all customers who experience the needs of customers and private brands become potential consumer groups, including living, using, appreciating, decoration, food and other aspects, so as to achieve excellent non-luxury products and brand everywhere.


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Aerial view


Xintaicang hutong

The Xintaicang hutong consists of three parts: building module, public facilities and landscape module. Based on the existing road network system and the architectural appearance of hutong in Ming and Qing dynasties, the Xintaicang hutong reasonably distributes its business forms and Dongcheng brand products to build the most Beijing-flavor Beijing living experience area in China.


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Xintaicang courtyard


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Xintaicang school

The Xintaicang school consists of three parts: rites, music, calligraphy and painting, Chinese culture enlightenment, and entertainment experience.


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Xintaicang store

Beijing life eat, wear, use, live, entertainment entity brand store, absorb top craftsman and non-genetic inheritors, move into the shop, realize the industry and traditional culture perfect docking.


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Third. Project significance

1. Protect the hutong landscape, dismantle the illegal constructions and guide the population to move out

2. Industrial upgrading, downgrading low-end businesses and improving the quality of life of hutong people

3. Optimize the traffic network, improve the quality and reduce safety risks

4. Build up the image of the city and enhance its cultural construction


Fourth. Promotional activities

We will advocate government-led, enterprise-led and market-oriented campaigns to hold an international exchange week of Oriental culture and an international festival of traditional culture.


Fifth. Operation structure

To establish an operation company by means of joint venture between the government and the enterprise, to conduct business attraction, brand promotion and external expansion.


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Returns 2019-10-25
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