Jiujiang Shuangzheng Museum makes People Drunk While Listening to Guangdong Opera
2014-08-15 [ Print ] [ Close ]

A few old Foshanese who are sitting in the teahouse, slowly drinking Jiujiang Shuangzheng (Double Distilled Wine) and listening to famous Guangdong Opera on the stage at the same time. Such scenes of life can be seen in Jiujiang Shuangzheng Museum.

Jiujiang Shuangzheng Museum is the first museum of rice wine culture in China, opened in 2009. In addition to showing the simulation scenario of the ancient liquor store and ancient rice wine brewing techniques, it has also developed a lot of liquor products according to different age needs. Nowadays, many private museums are struggling for surviving, while Jiujiang Shuangzheng Museum was profitable in half a year after the opening. At present, they are making wine culture area, modern area and future area, which can combine the rice wine culture with the appreciation and interest of modern people.

Philosophy: an interesting museum

Jiujiang Shuangzheng Museum covers an area of 4000 square meters, which shows the traditional architectural style of Lingnan waterside town and exhibits the displays with distinctive local characteristics. With the help of wax figures, it reappears the historical scenes of ancient wine store, stage, rice mill, distillery and wharf. A historical and cultural promenade of Jiujiang town was built, which can show the history of Jiujiang distillery and the traditional process.of Jiujiang Shuangzheng (Jiujiang double distilled wine).

Deng Yihua, the director, introduces that initially the positioning is not clear, so they just wanted to build an exhibition hall to make dealers and customers know the products at that time. After discussion, they found that an interesting museum could be built by exporting the concept of culture. So, Jiujiang Winery Co., cost $4000000 to build the museum finally.

In five years, the museum received a total of about 400,000 people, and the staff increased from the 3 people to 60 people. Among them, there are 10 docents who won a lot of awards in competitions.

Mission: the inheritance of brewing technology

In many people the impression, "most of museums are exclusive and grand and the exhibition hall, collections are good for watching from far away, not good for having fun. But Deng Yihua, the direct has changed the traditional thinking. "I must stand in consumer angle to explain our culture. People like fun and interesting things, so we should do something for it." she said.

Then, they introduced wax figures from the opening of the museum, which make visitors surprised. As a historical scene reproduction tool, wax figures are very popular in museums, while Jiujiang Shuangzheng museum is the forerunner.

Different from the other general private museums, Jiujiang Shuangzheng Museum undertakes the art heritage mission too. As a training school of Jiujiang shuangzheng distilled wine craft, they held a grand activities for learners at regular intervals, and the inheritors teach the apprentices hand by hand in order to avoid that nobody is interested in this provincial intangible cultural heritage item.

Innovation: the combination of culture and Industry

In May at the Foshan private museum exchange, many directors said that it was a difficult problem for them to find a successful business model. Therefore, the deputy director of Nanhai Tourism Bureau , Yi Kun indicated that there were no worries for them to survive temporarily, because some private museums could rely on enterprise development as a support, but the government still encouraged them to develop themselves.

Fortunately, Jiujiang Shuangzheng Museum was profitable successfully in half year after it opened. "Air conditioning costs at least one thousand yuan per month in our museum, plus a variety of maintenance and development costs, we need spending a million yuan per year." Deng Yihua believes that culture and business are just like two wheels of a car, which must run together. "To convert the culture to value, the culture must be combined with the industry, so we should manage museums in the mode of culture management. "

There is a sale area in the museum, which is the main source of income for the museum. In order to meet different customer needs, they created many innovative products, such as lovely figures of Guangdong opera painted on the plum wine bottle, crisp peanut with wine flavour, rice wine of limited edition porcelain.

Deng Yihua introduces that behind them there are many librarians’ efforts and wisdom. Once a couple from Hongkong were not interested in our rice wine. The girl said, 'this kind of wine is used by my mother to worship'. Deng Yihua was stimulated, so she communicated with superiors, and they developed green plum fruit wine and painted interesting Guangdong opera figurines on the bottle to meet the needs of young people. In 2010, they also combined the wine culture with Shiwan ceramic culture and Chinese traditional culture, and produced a limited edition wine of all classes of authors.

Another successfully magic key for the museum is trying their best to propagate and spread their wine culture. In addition to the main museum, they also set up branch museums in Ancient Nanfeng Klin and Lingnan Impression Park and two direct-sale stores in Jiujiang and Guicheng. The mini branch is a condensed version of the museum, in which wine knowledge, brand history, health etc. are introduced."

Expectation : rice wine health feast will come out next month

Last year, the reconstruction of Jiujiang Shuangzheng Museum was brought into the southern wine town project. "At present, the space is a problem to restrict our development. " Deng Yihua introduced. They have transferred a warehouse of the winery, on which they will build a new museum and can connect the old one.

The reporter notes that five stories high new museum has been completed, which is expected to add a total area of 80000 square meters. "We will set the wine culture area, combine the wine culture with the culture of diet and health , such as teaching people to make wine and cooking with wine. There will be a rice wine health feast, and people can taste different wine with different dishes which can let everyone enjoy the profound connotation of our rice wine." Deng Yihua said. “In addition, in the "future" area, the high-tech equipment will be introduced, and the brewing process and wine making principles will be interpreted with the scientific point of view.”

Not long ago, the staff visited the museums of Tsingtao Brewery, Ganyu wine and got inspiration. Experience is the idea for modern museum to pursue, so Jiujiang Shuangzheng museum will also open the experience area, in which the visitors can make wine themselves after watching the process, for example, they can learn how to blend wine and mix different types of wine. Deng Yihua tells us the wine culture area will be operational in the next month and it is expected to fully realize these functions next year.

- -