Multi-leg walk
"Traditional brands in China are confronting huge challenges," noted Zhang Shaning, head of the Circulation Development Office Service, Beijing Municipal Commission of Commerce.
Because of these challenges, in recent years, the government has attached more attention to protecting traditional brands. And the Beijing Traditional Chinese Brands Exhibition is one activity that aims to search for opportunities of cooperation and development impetuses.
The exhibition has provided a platform for traditional brands to promote their products and expand their markets.
The first exhibition received almost 400,000 visitors, and made about 50 million yuan (roughly $7.8 million) in profits. Over 200 agents and suppliers reached agreements with the exhibitors, with a total budget of some 150 million yuan (about $23.4 million).
The second exhibition, to be held from August 18 to 21, has attracted such brands as Shanxi mature vinegar (one of the four most famous Chinese vinegars) producer Meiheju, which originated in the year 1368, as well as new adventurers represented by the Beijing Enamel Factory founded in the 1950s, whose business covers food, handiworks, and cultural works.
besides, the government has also carried out supportive measures in various areas, from creating a positive economic and cultural environment, to encouraging the brands to apply for "cultural heritage" titles and develop a cultural innovation strategy.
Traditional Beijing snacks, such as Donkey Rolls and Aiwowo (both desserts made of sticky rice), will be packed together to apply for the "cultural heritage" title, and are now in the application process.
Adjusting to new development format
"Just carrying out government protection measures will not solve all the problems for these ancient stores. They must be willing to make some changes on their own," said Hu Zuohao, a professor at Tsinghua University.
"Ancient Chinese stores are facing two basic challenges. One is how to upgrade their own brands and another is how to seek ways to survive fierce competition from brands at home and abroad," added Hu.
"Customers nowadays have more requirements for consumer goods. Those that can only meet their basic needs can no longer satisfy them. Fashionable, comfortable, and environmentally friendly are all new standards," said Hu.
Some traditional goods, like cloth shoes and Chinese tunic suits, are not of interest to young Chinese people who are accustomed to an international element of fashion. If they do not change a little to follow the new trends, the fate of these stores will be miserable.
The 124-year-old Wu Yutai, an ancient store famous for selling tea, is considering rebuilding its image in order to better develop in the future." Though old-fashioned things in some sense can attract people, without producing new things the brand won't last for long," said Sun Danwei, general manager of the store.
