"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 Cultural 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 products has sparked new vitality, making these iconic symbols of Beijing's culture shine even brighter.

Brands reflect  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.