Old brands set for a new look

China Daily (Canada) - - SHANGHAI - By WANG YING in Shang­hai wang_y­[email protected]­nadaily.com.cn

The city’s time-hon­ored brands are set for a makeover as the gov­ern­ment con­tin­ues to work on build­ing the “four brands” of Shang­hai — ser­vices, man­u­fac­tur­ing, shop­ping and cul­ture — over the next three years.

Ac­cord­ing to Qi Xiaozhai, di­rec­tor of the Shang­hai Com­mer­cial Eco­nomic Re­search Cen­ter, the re­ju­ve­na­tion of old brands has al­ready achieved progress this year. For ex­am­ple, the Shang­hai Mu­nic­i­pal Com­mis­sion of Com­merce has in­tro­duced three mea­sures to help visitors find must-go places for din­ing, shop­ping and vis­it­ing in Shang­hai.

Among them is a must-eat list for tourists which in­cludes soup dumplings, or xi­ao­long­bao, from Nanx­i­ang Steamed Bun Restau­rant in Yuyuan Gar­den, moon­cakes from Xing Hua Lou, and hairy crab dishes from Wang Bao He. Mean­while, the must-buy list fea­tures brands such as Hero Pen, rice wine and Shang­hai Watch, all of which are ex­am­ples of Shang­hai’s crafts­man­ship.

In ad­di­tion to the city’s ex­ist­ing tour­ing routes that lead visitors to discover th­ese old brands, a new time-hon­ored street lo­cated at North Shaanxi Road was also un­veiled in Septem­ber af­ter a six-month ren­o­va­tion.

The street, which is slated to be­come a hub for cul­tural ex­hi­bi­tions and new prod­uct launches, fea­tures a dozen time-hon­ored lo­cal brands such as Chi­nese tra­di­tional snacks and tai­lored suits.

“The four brands plan is closely con­nected to the city’s old brands as they in­volve ser­vices, man­u­fac­tur­ing, shop­ping or cul­ture in one way or an­other,” said Qi. “It is worth men­tion­ing that all of the time-hon­ored brands have their own spe­cial ties to Chi­nese cul­ture and society.”

For in­stance, War­rior, a well-known Chi­nese brand of ath­letic shoes that dates back to 1927, was used by Chi­nese ath­letes for decades as they tri­umphed on the world stage.

There are cur­rently 222 old Shang­hai brands, 180 of which are rec­og­nized as “time-hon­ored” by the cen­tral gov­ern­ment, and 65 of them have a his­tory span­ning more than a cen­tury.

Some of the most well-known lo­cal brands in­clude the city’s first taxi com­pany Qiang­sheng, bi­cy­cle mak­ers Phoenix and For­ever, sta­tionery com­pany Hero Pen and the Wing On De­part­ment Store.

There is also Leiyun­shang Phar­macy, which ex­panded its port­fo­lio from sell­ing herbs to run­ning

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