CCTV News: Last year, Beijing's central axis was approved for listing on the World Heritage List. This axis that carries the seven hundred years of capital civilization has become a new landmark in the dialogue between global civilizations. How can Beijing protect the roots of the legacy? How to activate the symbiosis between time-honored brands and national trends? We immediately contacted Gao Xue, a reporter from the Taiwan Station on Qianmen Street, Beijing. Gao Xue, take us to see the renewal moment of this most beautiful axis!

The Beijing central axis is a Beijing urban layout symmetry axis formed since the Yuan Dynasty and the Ming and Qing Dynasties, with a total length of 7.8 kilometers. The reporter is now located in Qianmen Street on the south side of Tiananmen Gate. The straight street behind the reporter is full of shops on both sides and a wide range of goods. You can not only appreciate the solemnity of the "capital city" and also feel the strong urban fireworks.

According to the requirements of Beijing's new edition of the general regulations and the application for the central axis of the Heritage, in addition to the renewal and restoration of ancient buildings, some new buildings are also renovated with reference to the traditional courtyard layout and architectural scale of the historical district to make the surrounding landscape more coordinated. Take Qianmen Street as an example. Nowadays, the unified gray walls and flower windows better retain the charm of traditional Chinese ancient architecture. The advertising plaques on the entire pedestrian street have also been uniformly planned and designed in terms of shape, patterns, materials, colors, etc., continuing the street's commercial context and highlighting the Beijing rhyme culture.

There are a group of time-honored brands in Beijing near Dazalan on Qianmen Street, such as Neilencing cloth shoes, Daoxiangcun's dim sum, Quanjude's roast duck... The craftsmen inherited the experience of their predecessors, and while developing innovations, they combined the aesthetics and tastes of the new era of the current people, they developed new products that integrate traditional culture and the characteristics of the times.

In addition, the diverse cultural and creative products have brought Beijing's central axis into the daily lives of more people. From refrigerator stickers with different shapes to intangible cultural heritage products such as official imperial porcelain badges and cloisonné enamel, through new antique works and cultural experiences, the tourism souvenir market is also constantly enriching, and designers are also actively exploring and innovating the modern and life-oriented expression methods of traditional culture.

After the central axis was successfully applied for World Heritage, the central axis and City walk were successfully used to travel with a car. In March this year, Beijing also launched the "Central Axis Accessible Payment Service Tourism Demonstration Zone", providing overseas personnel with diversified services such as scanning code payment, portable WiFi, and translation.

In the process of applying for the Heritage of the Central Axis, Beijing has also introduced digital means to accelerate the construction of a cultural heritage monitoring and protection platform for the protection, management, display and utilization of ancient buildings and courtyards on the Central Axis. In recent years, along the central axis, a number of "small and beautiful" aesthetic education spaces have "grown" like mushrooms after a rain in the vacant courtyard. New gameplay and new consumption scenarios such as Internet celebrity restaurants, cafes, characteristic museums, intangible cultural heritage experience halls have emerged one after another, constantly expanding the profound connotation of the central axis, enriching people's fresh experience of world cultural heritage. In the next step, Beijing plans to establish a "multi-modal" digital resource library to explore the application of central axis digital resources in multicultural and artistic scenarios such as music, games, and cultural and creative derivatives.