Second batch of 16 firms gain ‘Shanghai brand’ certificate

Sixteen enterprises were honored with the "Shanghai brand" certificate yesterday in a further push by the city to create a cluster of internationally competitive brands.

The certificate is classified into four categories: Shanghai services, Shanghai manufacturing, Shanghai shopping and Shanghai culture.

Among the enterprises which got the certificates yesterday were Shanghai Shentong Metro Group, Jiangnan Shipyard, Shanghai Baoye Group and Lei Yun Shang, a time-honored traditional Chinese medicine company known for gaofang, Chinese herbal pastes meant to sustain health.

The winners of the "Shanghai brand" plaque, apart from being leading brands in their fields, meet standards like self-innovation, excellent quality, refined management and social responsibility, the Shanghai Administration for Market Regulation said.

Lei Yun Shang West, one of several pharmacy chains under the renowned name of Lei Yun Shang, is the most popular with locals for its quality products, especially gaofang. Its innovative and scientific approach has helped it earn the "Shanghai brand" certificate. It is the only TCM brand to get the honor.
It's very hard for a TCM industrial player to gain the "Shanghai brand" plaque because of the very high standards expected. But, according to Lei Yun Shang West, it has been consistently improving its standards over a period of time. In 2011, Lei Yun Shang West became the city's first TCM industrial player to come up with standards for making gaofang.

It set up a gaofang workshop, covering 670 square meters, where workers strictly follow traditional skills to soak herbs, boil and dry the paste. Modern factory equipment such as UV disinfection light and monitoring cameras have been installed to ensure safety.

Fifty-three enterprises became the first batch to be certified "Shanghai brand" in June last year. They come from various industries, including Zhenhua Heavy Industries Co, Shanghai Construction Group and Shanghai No. 1 National Musical Instruments Factory.

Enterprises apply for the certification to the Shanghai Brand International Certification Alliance, which conducts an assessment based on certain prerequisites. Certification agencies conduct tests and field inspections and firms that pass the evaluation are granted the certification.

The alliance currently has 22 members, which are domestic and overseas certification agencies.