Shanxi helps old brands earn greater recognition

An employe works on an assembly line at Zilin Vinegar in Shanxi.LI ZHAOMIN /FOR CHINA DAILY

Shanxi is expecting its traditional brands to be more recognized by consumers nationwide in the wake of the provincial department of commerce releasing its candidate list for the second batch of time-honored brands.

Zilin Vinegar founded in 1919 and Qiren Fushan Seasoning founded in 1804 are on the 11-strong list.

According to Shanxi Department of Commerce, the province is home to 59 accredited time-honored brands, including 27 recognized by the Ministry of Commerce and 32 recognized by the department.

These brands include food, handicrafts, medicine, retail, catering, hospitality, garments and daily necessities.

In recent years, Shanxi's authorities have implemented a campaign to protect and promote the development of local traditional brands.

As a result, a number of time-honored brands have won recognition from consumers and enlarged their market share.

More importantly, the branding move ensured that the traditional techniques and craftsmanship, which have been cultivated for centuries, can be inherited and developed in a modern era, local officials said.

Taiyuan-based Shuanghecheng, for instance, is a bakery brand with a history of more than 100 years.

When recalling the development history of the brand, Zhao Guangjin, who has worked with Shuanghecheng for more than 50 years, said the "growth of the brand has been amazing in recent decades".

"In 1985, we were a small firm with several employees and shabby equipment. Now we have a modern production facility covering a land area of 10 hectares," Zhao said.

"We currently produce a wide range of varieties to meet the taste of modern people. However, our company still upholds traditional values, such as an emphasis on quality and service."

Through active participation of international events, many old local brands have spread their influence to the wider world.

During the China International Import Expo held in Shanghai in November, the Shanxi pavilion had a featured section for its time-honored brands. Local brands like Fenjiu liquor, Shuita matured vinegar and Tangdu hand-polished lacquerware attracted the attention of international visitors.

During the expo, Shanxi liquor maker Fenjiu Group signed an agreement with Danish chocolate company Anthon Berg to supply alcohol for the production of whisky-heart chocolate.

Li Yali contributed to this story.

By YUAN SHENGGAO