The Forbidden City "heart" into the food network red creative "royal meal" to attract food praise.

Original title: the Forbidden City" into the food network red creative "royal meal" to attract praise
Cixi used to warm the stomach of the red sugar ginger tea, now a change, has become a hot online sale of "princess warm" ginger tea, it sounds very tempting.
following the popularity of the previous "Forbidden City Taobao" cultural creations, the 600-year-old Forbidden City has also targeted the taste buds of consumers, known as "the heart of the heart" of the Palace Food has recently been sold in Tmall. Born in the palace royal dining, the main pure hand-crafted, grounding air marketing style, so that the Palace cuisine once launched, it captured a lot of young people.
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", "Royal Dining
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Attracting food praise
Not long ago, the Palace Food "Heart of the Heart" in Tmall when the sale, specially held a press conference. Such high-profile food sales, in the history of the Forbidden City for the first time. This release with the characteristics of the palace food, including open smile chestnuts, chaise cake, eight rare porridge, five benevolent crisps, ginger tea and so on. To say that they are different, it is combined with the cultural connotation of the Forbidden City, the source of authentic court formula.
the "Heart of the Heart" Tmall flagship store is currently on the shelves a total of 15 products. From the monthly sales, in the first two days of this month, there are 9 food sales of more than 100, the most sought-after chaise cake, 215 grams of packaging, the price of 48 yuan, the monthly sales of 447 boxes. "The ancient kings drove their relatives to guard the rivers and mountains, and I can also guard the queen palace to always be full." These with the taste of the court, but also do not lose witty product introduction, coupled with exquisite packaging, attracted a lot of users praise. There's a meaning to having a face. "The packaging is so delicate that it tastes good and cost-effective!"
, the head of operations of Tmall's flagship store, said most of the products were very popular after more than a month on sale. He believes that this is not only because the food "brings its own Palace aura", but also because the food is all purely hand-crafted, excellent quality. If the cake is produced by an old-time Master Yang Hongying in Tianjin, the chestnuts of "Tingting Chestnut" come from Gongli made by Yanshan by ancient law.
the main consumers of "heart-to-heart" are young people. "There were so many repeat customers that we were surprised." Chen Gang now headache is that all the food is adhere to pure hand-made, hot food has been in short supply, rose cake some time ago even out of stock for several days, finally had to book before delivery.
66
-year-old Professor Yuan Hongqi, a 66-year-old co-counsel of the Palace Food,
showing the old paper pile
sto find a new taste. Before her retirement, she was a research librarian at the Palace Museum, specializing in the life and diet of the Palace Museum, which has been around for 41 years. It is she, from the vast sea of the old archives of the Forbidden City, a little excavated the ancient side of the palace diet, for the Palace food to consumers to find a new way.
, Yuan Hongqi is still in a secluded courtyard in the Forbidden City, engaged in the Study of the Palace Diet. In the early years because the archives were not organized, Yuan Hongqi can only use the method of hand-copying to collect archives, from 1978 to 2002, a copy is 24 years, copied files can put several boxes, content related to the Qing Emperor's daily diet and so on. The emperor is also an ordinary person, from these little by little food archives, Yuan Hongqi found the Qing Dynasty court food refinement process, but also collated a large number of ancient palace recipes.
"but 'paper stuff' doesn't taste good. "Although the Forbidden City has had the idea of making palace food before, it has not been able to do so. These precious court diets, still in black and white, sleep in historical materials. This is also Yuan Hongqi's heart regret.
this time, the Forbidden City seized on the trend of consumption, the official commercial development of these palace royal meals, "the heart of the heart" finally appeared. See the court of the past to eat, into a lively and fragrant snacks, through the e-commerce platform to ordinary consumers, Yuan Hongqi for many years of regret to make up.
to adapt to young tastes to be
exquisite, is the biggest feature of palace food. Yuan Hongqi introduced that a lot of palace food are from the people, but after entering the court, in the selection of ingredients, practices on the more sophisticated. Historically, the palace's "office" represented royal standards and norms, and traditional artisans, represented by old characters, were produced and produced in accordance with this standard.
Chen Gang said that the Forbidden City food production is still the palace line. Whether it's ingredients or the production process, it's carefully selected. For example, rose cake, the rose used from Jingxi Miaofeng Mountain, where the history of roses is a tribute. In the process, the Forbidden City food research and development and mass production, are done by the old name. Such as "Princess chang warm" ginger tea ginger drink, is by Zhejiang has more than 200 years of history of Shouquan Jai to undertake.
is also an opportunity for older brands that desperately need young consumer attention and want to upgrade their brands. Ding Huimin, an expert at the Ministry of Commerce's Committee of Experts on the Protection and Promotion of Old Chinese Characters, said he hoped that by creating the Food of the Forbidden City, the traditional old characters would show new vitality.
back to the Forbidden City this IP (intellectual property) rich mine, the Palace Food Expansion Space is very large. Chen Gang introduced, "the heart of the heart" in the future will continue to enrich the food category, and the introduction of more timely characteristics of the court to eat. However, despite the efforts of Palace Foods in marketing and product development, whether taste can really attract young consumers in a lasting way still needs to be tested by the market. (Sun Jie)