(Ecns.cn)--When referring to famous historical Chinese brands, most people may first think of Quanjude Roast Duck, a restaurant with a long history in China and a high reputation among domestic and overseas customers for its peculiar roasting technique and outstanding quality.
Established in 1864 (the third year of Tongzhi Empire of the Qing dynasty), this ancient restaurant is unlike many of China's historical brands. During its 146-year history, Quanjude has been lucky enough to be greatly enriched by its innovation and adaptation. But, there are others who vanished down the river of history.
Roughly calculated, there are about 10,000 traditional brands existing in China, but only 10% of these brands are able to make a profit, according to An Huimin, director of the Traditional Chinese Brand Committee of the China General Chamber of Commerce during the 2011 Beijing Traditional Chinese Brands Exhibition held on August 10.
After years of existence, these traditional brands are like witnesses to history and symbols of traditional commerce. As more modern-styled stores boom on the streets and younger generations lack knowledge about these older stores, measures to protect them and new ways for them to develop will be a future topic.
Qianmen model
Located near Tian'anmen Square in Beijing, Qianmen is seen as a center for Chinese traditional brands and a barometer of the development of these ancient stores.
Since the Ming Dynasty (1368-1644), Qianmen and its special street, Xianyukou Street, have attracted folk shops. But as time went on, many stores have failed for various reasons. By the year 2005, only 13 ancient stores like Quanjude and Dabei Photo Studio, remained in Qianmen.
In order to preserve these ancient stores, the Beijing government in 2005 carried out a massive restoration of Qianmen. After rebuilding the ancient commercial hub, the 13 ancient stores were opened again in Qianmen as a specialty of this street.
Besides the 13 original stores, the government also invited 22 other ancient Chinese brands in other cities to set up shops in Qianmen. And on May 8, Xianyukou Street was opened, making itself a traditional snack street and a 100 percent traditional store Xianyukou Street.
Currently there are 35 ancient brand stores in Qianmen and all of them enjoy preferential policies from the government. "Qianmen is a symbol of tradition, and protecting the street will both protect these stores and bring them benefits," said An.
