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Chinese time-honored brands shine with new vitality through crossover cooperation

(People's Daily Online)    17:30, December 03, 2019

A woman performs in front of a Nanjing silk brocade stand during the second China International Import Expo on Nov. 9, 2019. (Xinhua/Chen Jianli)

Flocks of China’s time-honored brands are bidding farewell to their narrow product lines and embracing new business models through cross-industry collaboration.

At the second China International Import Expo (CIIE) that concluded last month in Shanghai, Goubuli, a brand from Tianjin known for its steamed buns, brought their latest product – face masks.

The company merged with an Australian health care brand and a probiotics technology firm to show the world the new vitality of Chinese time-honored brands.

Goubuli is not the only one. Hero, a renowned Chinese pen maker, cooperated with Chinese alcopop beverage brand Rio, and launched a collaboration cocktail. The product soon became a hit.

Moreover, Six God, known for its mosquito repellents, also released a repellent-flavored cocktail, and creamy candy maker White Rabbit is now selling lip balms.

What lies behind such “trendy” collaboration is the pursuit of innovation among these brands.

Zong Qinghou, chairman of the board of the leading beverage producer in China Wahaha, noted that only when companies innovate their management, products and marketing can they withstand the test of time.

In recent years, Wahaha also benefited from crossover business. The cosmetics it released triggered huge attention from the internet, and such market reaction is spurring the company to explore more.

Lai Yang, president of a research institute under the Beijing College of Finance and Commerce, noted that innovation is what keeps brands alive and what makes them popular. Only by conforming to the times can brands stay active in the market.

Now, these time-honored brands are attracting more young consumers. For instance, traditional tea maker Wuyutai enjoys a growing reputation among the younger generation for its mocha ice cream and bubble tea products. Zhao Shuxin, president of the company, said that innovation will be a keynote of the company in the future.

(For the latest China news, Please follow People's Daily on Twitter and Facebook)(Web editor: Hongyu, Bianji)

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