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September 29, 2009

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Local brands make a comeback

TIME-HONORED local brands are making a comeback on Shaanxi Road N.

Twenty stores featuring clothing, shoes, food and medicines opened after shops had been closed for six months of renovation on the street between Nanjing Road W. and Weihai Road in Jing'an District.

The shops were selected as part of the city's effort to revive Shanghai brands facing tough competition from foreign products.

"This road aims to provide high quality products and services," said Ye Jianhua, who works with the district's economic commission.

"Customers can order tailor-made garments and shoes here," Ye said.

The shops include Longfeng Qipao, which sells traditional qipaos, Shanghai Kaikai Garment Store, famous for men's suits and shirts, First Siberian Fur Company, which was established in the 1930s and specializes in fur coats and lamb-skin jackets, as well as Lifeng Food Store and Jingdezhen Porcelain Store.

Some of the shops are offering 60 percent discounts for their opening.

These brands were popular in the city early last century.

"By gathering them together we are going to revive these old famous brands and make customers more aware of them," Ye said.

Shops on the road will receive a government subsidy, said Chen Weiping, manager of the marketing department of Shanghai Kaikai Group Co Ltd, which owns nine time-honored brands on the road.

Shanghai will establish a 20 million yuan (US$2.93 million) fund to help develop time-honored brands, Shanghai Commission of Commerce officials said last week.


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