Xinhua News Agency, Shanghai, May 14 (Xinhua) -- Looking at the new power of "time-honored brands" from the China Brand Expo
Xinhua News Agency reporter Zhou Rui
With the inheritance of 100 years of ingenuity and the active innovation of enterprises, many products have also gone overseas. At the China Brand Expo being held in Shanghai, the "time-honored brands" have made a new appearance, showing their enduring vitality.
The reporter saw at the scene that the cross-border of "art +" has rejuvenated many "time-honored Chinese brands". At the exhibition, Wu Liangcai Glasses, which has a history of more than 300 years, brought totem and beast mini bags in cooperation with Dunhuang Museum, which attracted a lot of attention.
At the booth of Bailian Group, Wu Liangcai brand displayed cultural and creative products in cooperation with Dunhuang Museum. (Photo provided by the interviewee)
Chen Kang, brand manager of Wu Liangcai of Shanghai Sanlian (Group) Co., Ltd., a subsidiary of Bailian Group, introduced that this cooperation series comes from the insight into emerging consumer groups, and Dunhuang culture is a new national tide IP sought after by young consumers.
At the booth of Bright Food Group, many new products of "time-honored brands" were aimed at the "pain points" of the consumer market and carried out iterative innovation.
In the exhibition area of Bright Food Group, many "time-honored" brands appeared with "new faces". Photo by Xinhua News Agency reporter Fang Zhe
Want to eat luncheon meat, but feel that the traditional packaging is too large for a meal? In order to meet the new demand of young consumers for "one-person food" for "easy to carry and open", Shanghai Merlin has launched slices of luncheon meat of about 50 grams per slice, "so that consumers can order more food for themselves at any time". The new ice cream series launched by Bright Cold Drink aims at the needs of consumers to "eat cold drinks without freezing hands", so as to prevent frozen hands, isolate the "freezing feeling", and improve the consumer experience.
At the exhibition site, the "China Time-honored Brand" Sangun brought new products based on innovative fabrics such as the space concept series and the zero carbon fiber series.
"China Time-honored Brand" Three Guns has brought new products based on innovative fabrics, such as the Space Concept Series and the Zero Carbon Fiber Series. Photo by Xinhua News Agency reporter Fang Zhe
Ji Shengjun, President of Orient International Group, introduced that Sangun not only vigorously promoted digital transformation, but also built a digital design and research and development system, a digital production system, a digital supply system and a digital sales system, realized fashion trend collection and analysis, fabric Al intelligent detection, supply chain collaborative management and omni-channel marketing, and also developed co-branded clothing and accessories for overseas markets such as Belgium, Vietnam and Kenya.
Wang Jisheng, director of the market system construction department of the Shanghai Municipal Commission of Commerce, said that recently, 34 Shanghai brands, including Hero brand fountain pens, Meijiajing toothpaste, Guoguang harmonica, etc., have been "promoted" to "China time-honored brands". At present, the number of "China Time-honored Brand" brands in Shanghai has reached 197, ranking first in the country.
"We have noticed that many 'time-honored' brands now have high technology content and strong innovation capabilities, and are gradually going overseas and gaining global recognition." Wang Jisheng said.
"If the brand wants to continue, there must be innovation, as long as it is willing to take root, the niche market can also be prosperous." Zhou Weiyi, general manager of the new time-honored Guoguang harmonica factory, said.
Zhou Weiyi said that last year, Guoguang harmonica joined forces with Lao Fengxiang and other brands to launch the national color Tianxiang collectible 24-hole polyphonic harmonica, which "circled" many fans. At the beginning of this year, the "Zodiac" harmonica inspired by Xu Beihong's works was also well received after it was introduced to the market. "At present, our products are exported to Southeast Asia, the United States and other places, and exports account for 60% of the overall sales." (Reporter Zhou Rui)