漫步壮丽中轴线，共赏京华品牌美！|北京中轴线_新浪财经

Strolling along the majestic central axis: A celebration of Beijing's timeless brands

　　"Beijing Central Axis" runs through the old city of Beijing from north to south, originally constructed in the 13th century and finalized in the 16th century. Over time, it has evolved into the world's longest urban axis, stretching 7.8 kilometers. Recently, the project "Beijing Central Axis—A Building Ensemble Exhibiting the Ideal Order of the Chinese Capital" was inscribed on the United Nations Educational, Scientific and Cuctural Organization World Heritage List during the 46th world heritage Conference. Along this axis, time-honored brands, rich in cultural heritage, are scattered, and the collision of traditional craftsmanship with creative produsts has sparked new vitality, making these iconic symbols of Beijing's culture shine even brighter.

Brands reflect the beauty of China

　　"Beijing Central Axis" is not only a geographical axis but also a cultural one—a "route map" for exploring time-honored brands. Historic shops are strewn along this route, from the imperial delicacies of the Forbidden City to the handcrafted shoes, hats, and garments made by skilled artisans. Each century-old signboard and every exquisite item offers visitors a deep dive into the authentic and original Beijing culture, allowing them to experience the ultimate beauty of the imperial grandeur blended with the lively atmosphere of the city's hutongs.

　　"Brand cultivation is a long-term project, much like the 'old' in time-honored brands. These brands have a deep historical foundation and distinctive cultural characteristics, offering not only products, skills, or services but also high cultural value", said Du Ying, Director of the Intellectual Property Research Center at Central University of Finance and Economics. "On Beijing's Central Axis, every building and street is rich with historical stories and cultural significance, and the time-honored brands interspersed along the way are indispensable chapters of these stories."

　　The successful World Heritage inscription of "Beijing Central Axis" has brought unprecedented attention to these time-honored brands. On Qianmen Street, Quanjude, a famous old brand, has launched the Quanjude Central Axis Gourmet Experience Store, showcasing customized pastry gift boxes that highlight Beijing's culinary charm. At Dashilar, Neiliansheng, known for its handmade cloth shoes, showcases intangible cultural heritage craftsmanship, demonstrating the rich cultural connotations hidden along Beijing Central Axis. Meanwhile, Longshuncheng, located at Yongdingmen, represents Beijing-style furniture and has created a new cultural landmark on the southern axis, serving as a base for experiencing Beijing's intangible cultural heritage and showcasing the national-level craftsmanship of "Beijing-style hardwood furniture making".

　　Xu Shengquan, Director of the Jiangsu Trademark Brand Research Center, emphasized that the development of time-honored brands should integrate with the development of Beijing Central Axis, extending beyond product and service innovation to include cultural dissemination and social responsibility. "While maintaining their 'old' attributes, time-honored brands should continuously introduce 'new' elements. The time-honored brands along Beijing Central Axis should seize this opportunity to embrace global markets and share their brand stories on international platforms," he said.

Cultural creativity drives consumption

　　Walking through the bustling Drum and Bell Towers and a quiet alley, Beijing Central Axis-themed post office comes into view.

　　Inside the store, a wide range of cultural and creative products themed around the "Beijing Central Axis" are on display, including books, postcards, refrigerator magnets, and more. Visitors can even print and send their postcards and get stamped souvenirs. The beautifully crafted "Beijing Central Axis Passport" has become a popular item among tourists.

　　"Our products use special paper, and under ultraviolet light, they reveal cool fluorescent designs. They sell very well," a store employee enthusiastically explained to “Beijing Central Axis Passport” to tourists. Beijing Central Axis-themed post office, which opened in January this year, is a comprehensive postal and cultural creative service hub that introduces the cultural and historical value of "Beijing Central Axis" through the lens of postal culture.

　　Since the successful World Heritage inscription of "Beijing Central Axis", the various scenic spots along the axis have seen a surge in tourism, and shops have quickly introduced new products. Whether at Qianmen Street's Central Axis Cultural Creative Store, the Central Axis Cultural and Creative Store, the Forbidden City Cultural Creative Store, or the various small shops in Yandai Xiejie and Dashilar, Central Axis-themed cultural and creative products are the most abundant, attracting tourists, especially those from abroad.

　　Another Central Axis-themed post office, the "Daqing Postal" Pavilion on Yandai Xiejie, also offers stamping activities, and its range of products, including zodiac stamps, Forbidden City stamps, refrigerator magnets, and Central Axis postcard sets, attracts considerable attention. "This door-shaped refrigerator magnet is so cleverly designed! Look, the handle even moves", a little girl excitedly showed her mother the item she had chosen.(by Jiang Tongtian/Dou Xinying)

　　“北京中轴线”纵贯北京老城南北，始建于13世纪，形成于16世纪，此后经不断演进发展，形成全长7.8公里、世界上最长的城市轴线。近日，“北京中轴线——中国理想都城秩序的杰作”申遗项目在联合国教科文组织第46届世界遗产大会上通过决议，被列入《世界遗产名录》。沿着中轴线，凝聚了文化精华的老字号点缀其中，丰富的非遗技艺与文创产品在传承与创新中碰撞出火花，成为京味儿文化标志性符号。

品牌尽显中国美

　　“北京中轴线”不仅是地理轴，也是文化轴，更是打卡老字号的“路线图”。沿线上，老字号店铺星罗棋布，从紫禁城垂涎欲滴的宫廷美食，到能工巧匠制作的鞋靴帽衫，一块块百年牌匾、一件件精美器物，让慕名而来的游客在参观历史古迹之余，深刻体会古色古香、原汁原味的京味儿文化，感受帝都恢宏气度和胡同烟火气息相融合的极致美感。

　　“品牌培育是一项长期的工程，这和老字号的‘老’字异曲同工。老字号历史底蕴深厚、文化特色鲜明，为居民提供产品、技艺或服务的同时，也提供较高的文化价值。”中央财经大学知识产权研究中心主任杜颖表示，在北京中轴线上，每一座建筑、每一条街道都蕴含着丰富的历史故事和文化内涵，而散落其间的老字号，则是这些故事中不可或缺的章节。

　　“北京中轴线”的申遗成功让老字号的社会关注度达到一个高潮。前门大街的老字号全聚德以“守正创新”为主线，推出了全聚德·中轴食礼体验店，研发推出定制糕点礼盒，彰显京味风华；大栅栏的内联升拥有千层底布鞋制作等非物质文化遗产技艺，展现出“北京中轴线”上蕴藏的丰富文化内涵；永定门的龙顺成，作为京作家具的代表，打造了南中轴线文化新地标和北京非遗旅游体验基地，系统展现了国家级非物质文化遗产“京作硬木家具制作技艺”……

　　江苏商标品牌研究中心主任徐升权在接受本报记者采访时表示，老字号商标品牌发展要与北京中轴线的发展相融合，并且不能仅限于产品和服务层面的创新，更应延伸到文化传播、社会责任承担等多个维度。“在‘老’的属性前提下，应不断引入‘新’的属性。北京中轴线沿线老字号应以此为契机积极拥抱全球市场，在国际平台上讲述好老字号的品牌故事。”他表示。

文创带动消费潮

　　穿过熙熙攘攘的钟鼓楼，走过一段静谧的巷子，北京中轴线主题邮局就出现在眼前。

　　商店内，文化书籍以及邮局明信片、冰箱贴等“北京中轴线”主题文创产品琳琅满目。游客还可以自制打印、邮寄明信片，以及盖章打卡。制作精美的“北京中轴线护照”更是吸引游客咨询购买。

　　“我们的产品采用特种纸张，紫光灯照射下能显示炫酷荧光画面，销量很好。”店内工作人员热情地向游客介绍“北京中轴线护照”。于今年1月开张营业的北京中轴线主题邮局，是以中轴线为主题的邮政和文创综合服务体，通过邮政文化的视角，向公众介绍“北京中轴线”的文化内涵和历史价值。

　　“北京中轴线”申遗成功后，轴线上的各个景点也迎来了旅游热潮，各类商店也火速“上新”。无论是位于前门大街的前门中轴线文创店、中轴文创店、故宫文创店，还是烟袋斜街、大栅栏的各类小店，中轴线主题文创产品最为丰富，备受游客特别是国外游客的青睐。

　　同样是中轴线主题邮局，位于烟袋斜街的“大清邮政”信柜也推出盖章活动，十二生肖邮票、故宫邮票、冰箱贴、辉煌中轴明信片套装等产品令人目不睱接。“这个门楼冰箱贴设计真巧妙！看，这个把手还能拉动呢。”一个小女孩兴奋地向妈妈展示自己选中的商品。（姜同天窦新颖）

（编辑：邵京京责任编辑：吕可珂审校：冯飞）