2026/10/10 Back
At Hangzhou Tower, buying silk now comes with a new experience. In a space of over 600 square meters, consumers can trace the thousand-year-old craftsmanship, appreciate works once presented as national gifts, and create custom silk scarves with AI — silk consumption is transforming from "buying products" into "experiencing culture."
Chairman of Hangzhou Tower Xu Lei, founder and CEO of Wuyou Media Lei Binyi, President of the Zhejiang Clothing Industry Association Zheng Nianhua, Executive Deputy General Manager of Hangzhou Tower Jin Ming, actor Han Dong, Italian spatial designer Mille, and other guests jointly cut the ribbon.
On October 10, the first WENSLI · Hangzhou Silk Traceability Store grandly opened at 4F-5F, Tower A, Hangzhou Tower. As a leading single-brand silk store in scale within a high-end commercial complex, it integrates authentic silk consumption, lifestyle experiences, aesthetic photo spots, and cultural traceability, exploring a new path for silk to move from product retail toward experiential consumption.
From 1993 to 2026
A bond spanning 33 years
The bond between Wensli and Hangzhou Tower began at an important moment in the brand's development.
In 1993, Jianqiao Silk Factory was renamed Wensli Light Textile Industry and Trade Group Company, and the awarding ceremony was held on the 27th floor of Hangzhou Tower. Since then, the two parties have forged a deep cooperative bond.
Ten years ago, Wensli opened a 100-square-meter store in Hangzhou Tower; now, a silk traceability flagship store of over 600 square meters has opened here. From a retail space to an experience space integrating culture, art, and technology, the collaboration between the two parties has entered a new stage of development.
In the view of Tu Hongyan, Chairwoman of the Wensli Group, Hangzhou Tower is not only an important landmark of high-end commerce in Hangzhou, but also brings together diverse consumer demands and brand resources. For brands in historic classic industries, entering such a commercial space means not only that their products and services must stand up to scrutiny, but also that they need to build their own cultural confidence and showcase value connotations different from those of international brands.
"Making silk is not just about selling a silk scarf or a piece of fabric — what we create is a quality lifestyle." Tu Hongyan, Chairwoman of the Wensli Group, said in her opening speech that silk is not an outdated tradition, but a classic that remains ever new. "Wensli hopes to empower its products with technology, culture, art, and fashion, allowing Chinese silk to reach a broader market with its unique cultural charm."
Celebrity Han Dong made a surprise appearance at the WENSLI Hangzhou Silk Traceability flagship store.
This is also the significance of WENSLI's choice to open its first silk traceability store in Hangzhou Tower: by leveraging a high-end commercial platform, it enables silk to move beyond traditional gift and apparel consumption and further into the daily lives of contemporary people; it also allows Chinese silk, with its profound historical heritage, to participate in modern consumption in a more vivid way.
Three "mosts" bring culture and life together.
Walking into this store of over 600 square meters, what you first notice is the change in the silk consumption scene. It is not only a space for displaying and purchasing silk products, but also an experience space for learning about silk history, appreciating design aesthetics, and exploring personal expression.
"The significance of this store, I would like to express with three 'mosts.'" At the opening ceremony, Li Jianhua, Chairman of WENSLI Silk, shared the original intention and expectations for this first traceability store through three "mosts."
The first "most" is that it is the largest silk store within a global luxury shopping complex. With over 600 square meters, the store opens up richer space for silk display and experience. Here, consumers can not only buy silk, but also appreciate works once presented as national gifts and feel the beauty of silk integrated into clothing, home decor, and art. "We hope to use this store as a window to let consumers experience the beauty of Hangzhou and the beauty of silk, and to create more connections between silk and daily life."
The second "most" is that it is the most authentic first silk traceability store. Wensli has been deeply engaged in the silk industry for more than 50 years, always adhering to quality and innovation. From a single raw silk thread to a finished product, every process and every detail embodies long-term accumulation. Li Jianhua said that traceability is about letting consumers see the craftsmanship and quality behind good silk, so that good silk can be traced to its source and good quality can be verified. For WENSLI, 50 years is both an accumulation and a new starting point on the journey toward becoming a century-old brand.
The third "most" is the newest consumption model jointly created by Wensli and Hangzhou Tower. In the AI era, consumption is changing, and stores should not stop at product display and sales. Through AI silk scarf customization, consumers can participate in personalized creation; through online and offline integration, as well as cross-border interactions with other brands in Hangzhou Tower, silk will also enter more lifestyle scenarios and connect with a broader consumer base.
From single-store operation to cross-brand collaboration
Creating new value in contemporary commerce
The WENSLI Hangzhou Silk Traceability Store is not an isolated retail terminal, but an innovative vehicle for four-party collaboration — Wensli provides products and cultural content, Hangzhou Tower contributes high-end commercial space and customer resources, Wuyou Media empowers online content dissemination and traffic conversion, and the Zhejiang Clothing Industry Association connects industry resources and industrial endorsement. With silk as the bond, the four parties form a collaborative ecosystem of "brand + commerce + content + industry."
On this basis, the store further explores cross-brand collaboration and online-offline integration. On the one hand, it plans to establish scenario-based interactions with fashion, jewelry, home decor, and other brands in Hangzhou Tower, integrating silk into more lifestyle scenarios; on the other hand, it uses the offline space to carry real experiences and online channels to expand interactive reach, achieving a two-way connection between demand and experience. This exploration, moving from single-store operation toward ecosystem collaboration, is opening up new imaginative space for innovation in physical retail.
Enabling historic classic industries
to create new value in contemporary commerce
From reconstructing the consumption scene to deepening brand value, and further to four-party collaboration and cross-brand interaction, what the Wensli Hangzhou Silk Traceability Store explores is not just operational innovation for a single store, but how historic classic industries can deeply integrate with contemporary commerce.
Li Jianhua, Chairman of Wensli Silk, said: "The key to revitalizing historic classic industries lies in promoting the transformation of cultural value into consumption value and driving the sustainable development of the industry through innovation."
From the brand's launch on the 27th floor of Hangzhou Tower to the landing of the over 600-square-meter silk traceability flagship store today, the collaboration between Wensli and Hangzhou Tower has spanned more than 30 years. The space has changed, and consumption patterns have changed, but Wensli's exploration of silk cultural heritage, quality commitment, and continuous innovation has remained consistent.
Exploring new scenarios through one store, opening up new space through collaboration. With the Hangzhou Silk Traceability Store as its starting point, Wensli is exploring a new path to integrate millennia-old silk into contemporary life and to continuously revitalize historic classic industries.
