China's time-honored brands are back in favor with young consumers and bursting with vitality thanks to crossover collaboration, Xinhua reported on June 10.

White Rabbit, a traditional brand of candy, recently partnered with Chinese perfume store Scent Library to launch a new line of beauty products ranging from perfumes to body lotion.

White Rabbit perfumes (Photo/Chinanews.com)

More than 14,000 fragrance products sold out in 10 minutes upon release on Chinese online shopping platform Tmall.

White Rabbit products, including fridge stickers, pins and throw pillows, launched in Shanghai's department stores, were also welcomed by consumers.

On June 8, the 110-year-old Chinese bakery brand Qiaojiashan opened an experience center in Shanghai, to both sell and display cakes and pastries.

"Our sales in 2018 reached 60 million yuan, and this year we expect to raise that figure to more than 100 million yuan," said a senior company manager.

To quadruple its sales, Qianjiashan plans to open another 71 stores in the country, bringing the total number of stores to 100 in the next three years.

Traditional brands are also taking steps to cooperate with online platforms such as Taobao and Tmall. Chen Yin, a manager with Taobao, said that more than 70 percent of time-honored brands identified by the Ministry of Commerce had already opened online stores.

In the past year, more than 10 million consumers have bought at least three products from the online shops of traditional brands, and 3.2 million of them were people born after 1990.