Jiangsu Province has added 17 more business names to the list of national time-honored brands, or "laozihao" in Chinese, as recently announced by the Ministry of Commerce. This addition brings the total number of such brands in the coastal province to 112, representing 8% of the total nationwide.
Jiangsu has independently recognized 272 time-honored brands at the provincial level, including 155 enterprises boasting annual sales of over 10 million yuan and six brands listed in the market. On average, these 272 brands have a history of 89 years, with the oldest being 482 years old.
(CFP Photo)
Gaochun Ceramics, established in 1958, is relatively younger compared to the other brands. Wang Guifu, the company’s deputy general manager, said one billion ceramic pieces were exported to more than 100 countries and regions before 2010. After 2010, the company observed a surge in domestic demand, particularly following the products’ use in state banquets and the growing popularity of the China-chic style.
Consequently, the company shifted from a labor-intensive and low-price model to one emphasizing culture, creation and technology. Venturing into the tourism sector recently, it has also enhanced the tourism appeal of Gaochun District in Nanjing.
In Yangzhou City, Yichun Teahouse, another brand with a long history, has undergone renovations to preserve its culinary heritage of Zaocha, or early breakfast tea, while adapting to changing consumer demands. “The time-honored brand aims to serve diverse needs throughout the day, offering Zaocha in the morning, coffee at noon and drinks at night, thus allowing people of all ages to have a happy time at the venue,” said Zhao Jinhai, general manager of the teahouse.
In a similar diversification strategy, Hengshun Vinegar has continuously expanded its offerings, experimenting with different flavors and ingredients, according to its president Hang Zhuhong.
Pao Ching Jewelry, established in 1818, is still a coveted brand in Jiangsu Province. In the first ten months of 2023, the company achieved a revenue of 4.65 billion yuan, marking a 26.66% increase from the previous year. “Pao Ching’s gold and silver craftsmanship is listed as a national intangible cultural heritage. And we have also been cooperating with the province’s seven universities to host design contests annually.,” said Yin Shunrong, president of Pao Ching.
Cenbest, a department store located at Xinjiekou commercial district in Nanjing, was established in August 1952, and has intensified its shift towards digital integration. In 2023, it hosted more than 400 livestream e-commerce sessions, significantly boosting its sales.
The story of Meilanchun, a Chinese sesame-flavored liquor from Taizhou City, reveals its resilience and reinvention in the market. Created to commemorate the 90th anniversary of the birth of notable Peking Opera artist Mei Lanfang (1894-1961), the distillery once faced bankruptcy during the fierce competition, but eventually revived amid a slew of measures, such as plant remodeling, extensive R&D, and collaboration with Jiangnan University and Yangzhou University. It now introduces three to five new products annually.
Zu Hao, brand director of the Nanjing Yunjin Brocade Research Institute, stressed the importance of innovation. “We have created high-end products that align with modern aesthetics, and this product line has accounted for about 65% of our total sales. Time-honored brands should not be confined by their history or location," Zu said.
