78.1 percent of Chinese consumers have bought crossover products manufactured by time-honored brands, said a recent poll jointly conducted by China Youth Daily and Wenjuan.com.

In recent years, many time-honored brands in China have launched crossover products, playing on the heartstrings of young consumers.

Liu Yi, a millennial living in Beijing, recently bought a lipstick jointly launched by two time-honored brands. “These two brands are not in the same industry, but the lipstick they make is great,” said Liu, calling it a perfect collaboration.

She said the brand images on the outer package of the lipstick reminded her of childhood memories, as these two brands were the “talk of the town” when she was little.

According to the poll, 60.9 percent of the respondents considered crossover products released by time-honored brands innovative and amusing.

“Many of these products have caused a sensation among the younger generations. Some buy them to reminisce about their childhood, while younger ones buy them out of curiosity,” Liu said.

The poll revealed that 58.5 percent of respondents hoped the time-honored brands would expand their product lines, and 70.9 percent held optimistic views about the development of these brands.

Liu believes that the crossover marketing of time-honored brands renews their image, and presents a positive attitude to the consumers that they are adapting to the trend of the times. Such innovative thinking deserves appraisal, Liu said.