As the Chinese luxury market pulls ahead, primarily engined by foreign brands, we are also seeing a re-emergence of “time honored” famous Chinese brands, a trend we expect to see more of.
These ARE your grandma’s favorite products such as her Xiefuchun duck-egg face powder and Baiqueling hand lotion.
Now they are making a comeback with a brand new shopping mall in Shanghai exclusively dedicated to nostalgia goods. The status symbols of the bygone era of the 1920s and 1930s (and even into the 1970s and 1980s) were famous Chinese brands, many well over 100 years old, such as Xiefuchun cosmetics and Wangxingjie hand-held fans.
The Zhonghua Laozihao Shangcheng (Time-Honored Chinese Brand Shopping Mall) in Pudong features more than 100 famous brands of consumer goods ranging from cosmetics, appliances, bicycles, watches, food, clothing and fans.
While many of these “laozihao” (time-honored brands) were quality brands, they lost their luster over the years as new brands arrived on the scene powered by enormous marketing initiatives. Now some are regaining popularity among younger consumers who want to retain valuable elements of Chinese culture. Those companies making a comeback are using their traditional techniques while delivering an updated, more fashionable-looking product.
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