Time-honored Chinese brands embrace rejuvenation

Shanghai residents experience the new-generation Phoenix bicycle at the China Time-Honored Brand Expo on Sept 8. [Photo/chinanews.com]

More than 200 time-honored Chinese brands from all over the country flocked to Shanghai on Sept 7 to present their new products, new design and new image.

While the brands covered a wide range of fields such as food, garment, jewelry, household supplies, and health care, all were eager to seek cooperation with each other to generate creative ideas that would rejuvenate their historic companies.

Phoenix, a century-old Chinese bicycle brand, has cooperated with garment brand Peacebird to produce a series of co-branded clothes, accessories and bicycles.

Warrior, a shoes brand that started in 1927, has worked together with fashion brand designers to release limited edition handmade shoes, which have been a hit among young people.

Others such as jewelry brand Lao Feng Xiang and pen brand Hero have also turned to innovation to increase their competitiveness in the market.

Shanghai now has 180 time-honored Chinese brands recognized by the Ministry of Commerce. It has made the rejuvenation of time-honored brands one of the top priorities in its April plan to build up the "Shopping in Shanghai" brand.  

Visitors take photos with time-honored Chinese brands. [Photo/chinanews.com]

Visitors buy delicacies of time-honored brands. [Photo/chinanews.com]