With Nostalgia Nostalgia Rising, 'Laozihao' Brands Find A Way Forward

With Nostalgia Nostalgia Rising, ‘Laozihao’ Brands Find A Way Forward

what happened: A new museum in Shanghai is highlighting some of China’s most classic brands. The Huashan 263 Laozihao Pavilion, which opened on October 1, is the city’s first public venue with an all-encompassing display of Laozihao 老 – a special title given by the government to companies that existed before 1956 and had distinct Chinese cultural characteristics. Among the 100 groups represented in Shanghai are candy maker White Rabbit, sporting goods company DHS Sports, eyewear line Maochang Glasses, and qipao Longfeng brand. These names will create facilities that showcase their products as well as their decades-old history.

Huashan 263 Laozihao Pavilion, which opened on October 1, is the city’s first public space with a comprehensive view of Laozihao 老. Photo: Weibo

Take Jing: While the museum highlights Shanghai-based Laozihao, there are already more than 1,000 companies At the national level qualified for this title, including TCM suppliers, silk clothing stores, tea cafes, duck restaurants in Beijing. While these institutions are highly regarded – some have been in operation for hundreds of years – many have also struggled financially and lagged behind in innovation. In 2016, the famous economist Li Yining pointed out just that 20 to 30 percent Of these prestigious institutions are still growing.

But this is starting to change. For example, Laozihao companies have made greater efforts to digitize, starting with opening virtual stores Taobao and finance To use services like Meituan and JD.com for better marketing and distribution to today’s consumers. The government has also stepped in, and it has implemented The Revitalization of Reputable Brands Project In 2006 to further its development and then This commitment will be renewed in 2022 (Provisions of action include protecting intellectual property rights and original construction sites, supporting global expansion, and increasing publicity.)

While the museum highlights Shanghai-based Laozihao, there are already over 1,000 companies nationwide that qualify for the title. Photo: Weibo

Even more interesting, these prestigious local names have benefited from the recent Guochao wave and a revival of nostalgic marketing. As CBNData notesLaozihao’s two main consumer groups are Generation Z, who have a strong sense of national pride, and the silver-haired generation (those over 60) who have already grown up with these brands. to beat the former, Nilian Sheng (Beijing shoe store founded in 1853) Opened pop-up stores, launched cooperation relations – Neiliansheng co-branded shoes with Chinese film Big fish and begonia sold out in less than 18 hours – and even shine in them London Fashion Scout Amphitheater last year.

As such, partnerships between Laozihao and global projects can be mutually beneficial. For local players, cooperation with foreign intellectual property or foreign products can help them innovate to stay relevant and target new markets. For international brands, Laozihao clothing not only offers a vehicle for nostalgia marketing, but also provides a way to convey a deeper understanding of local heritage – beyond popular culture and trendy KOLs.

The White Rabbit captures how far Laozihao’s interests can go: Founded in the 1940s, the Shanghai candy maker has developed into a global sensation, expanding into cosmetics, perfumes, milk tea, and streetwear through collaborations. Fun house also opened flagship store in her home city last year which pushed the boundaries of traditional retail. This combination of iconic brands, immersive storefronts, and fun marketing campaigns are essential ingredients to win over a new generation of consumers and bring an old home into the future.

take jing Reports on a piece of groundbreaking news and presents our editorial team’s analysis of the key impacts on the luxury industry. In the recurring column, we analyze everything from product drops and mergers to the heated controversy that has gone viral on Chinese social media.

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