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Old brands update for new opportunities
By Lu Xiaofeng and Kat Jiang |
June 27, 2011, Monday
|
Print Edition
Print Edition
SOME time-honored well-known local brands are looking for a breakthrough by upgrading techniques and innovating product lines. "Ya" brand lighting and "Crane" brand tulip wine are two prominent examples.
From July 1, Yaming Lighting Co will take back the right to use the trademark of the Chinese character "Ya," which was once partly sold to a foreign company. Yaming Lighting plans to first produce LED lights under this brand, and then gradually apply the 88-year-old brand to all of its products.
Though Yaming Lighting now owns another famous brand "1923," the company still persists on taking back its original brand "Ya."
"It will be greatly helpful for our LED lights to enter millions of families if we restart to use the brand "Ya" which used to enjoy wide recognition among residents," said Wu Jindao, marketing and brand manager of Yaming. In the future, both the "Ya" and "1923" brands will coexist.
According to Wu, Yaming will invest 124 million yuan (US$19.17 million) in its LED lighting project this year.
Tulip wine, one of the native products of Jiading with a history of more than 500 years, is fermented in a traditional way with fine rice together with honey, medlar, dried orange peel, hawthorn and other ingredients. The local tulip wine won the gold medal at the Leipzig Fair in Germany in 1935. However, the traditional brewery closed in 1995 due to economic depression.
Jiading District government decided to reproduce the wine in 2007 and the old brewery reopened in 2008. The brewery changed its name to Shanghai Daoxiang Wine Co Ltd, which still takes on the decades-old "Crane" brand. The company has put out 18 new varieties, ranging in price from 10 yuan to 200 yuan per bottle.
From July 1, Yaming Lighting Co will take back the right to use the trademark of the Chinese character "Ya," which was once partly sold to a foreign company. Yaming Lighting plans to first produce LED lights under this brand, and then gradually apply the 88-year-old brand to all of its products.
Though Yaming Lighting now owns another famous brand "1923," the company still persists on taking back its original brand "Ya."
"It will be greatly helpful for our LED lights to enter millions of families if we restart to use the brand "Ya" which used to enjoy wide recognition among residents," said Wu Jindao, marketing and brand manager of Yaming. In the future, both the "Ya" and "1923" brands will coexist.
According to Wu, Yaming will invest 124 million yuan (US$19.17 million) in its LED lighting project this year.
Tulip wine, one of the native products of Jiading with a history of more than 500 years, is fermented in a traditional way with fine rice together with honey, medlar, dried orange peel, hawthorn and other ingredients. The local tulip wine won the gold medal at the Leipzig Fair in Germany in 1935. However, the traditional brewery closed in 1995 due to economic depression.
Jiading District government decided to reproduce the wine in 2007 and the old brewery reopened in 2008. The brewery changed its name to Shanghai Daoxiang Wine Co Ltd, which still takes on the decades-old "Crane" brand. The company has put out 18 new varieties, ranging in price from 10 yuan to 200 yuan per bottle.
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