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Shanghai Daily Tuesday 27 October 2020 Jing’an C3

Spreading the news that business is booming

romotional videos showcasing Jing’an’s enticing
business ambience, vibrant culture, bustling shop-
ping scene and expanding manufacturing base were
Pshown on October 17 and 18 at the popular night fair
on anyi road. Sponsored by the Jing’an information Office
and the district’s media center, the event was designed to
help people better understand Jing’an, explore its unique
charm and boost local coffers. The event also featured count-
less photo ops and interactive games.
(Li Qian)

Local companies take center stage at brand expo

Li Qian that prevent bacteria from reproducing,
and manufacturing shirts that require
Tried-and-True Jing’an brands shined
at the China Time-honored Brands expo less sewing, said Wu Yongzhi, general
2020, held earlier this month at the manager of Kaikai Clothing.
Shanghai exhibition Center. The company also displayed a gift box
The Kaikai Group put a new spin on containing a silk scarf, mask and eye-
product launches by going interactive shade, in the running for the Shanghai
with handicraft art performances, which Consumer Council’s “Best Specialty Prod-
were a hit with young people. uct” award. They are made from natural
One of the most popular products mulberry silk and hand embroidered.
launched was pankou (frog fasteners) Leiyunshang West, a centuries-old
from Longfeng, one of Shanghai’s most traditional Chinese medicine pharmacy,
renowned qipao makers. Opened in 1936, provided herbal tea flavors such as dan- Leiyunshang West’s fragrant beads
Longfeng is synonymous with master- delion, lotus leaf, honeysuckle, mulberry
ful cutting and delicate embroidery that leaf and chrysanthemum, which are both on the company’s business operation,
goes into this traditional Chinese-style healthy and popular with young people. brand culture and marketing strategy,
garment. it also introduced two new products which we can borrow and learn from.
Pankou, sometimes described as the that make perfect gifts. One is fragrant For our own legacy brands, we should
“eye” of the qipao, requires master crafts- beads made with an exclusive herbal make more of an effort to cultivate a new
manship to create and has been selected recipe that can hang from bags or be Longfeng’s latest design of pankou generation of handicraftsmen, create in-
as an intangible cultural heritage. worn as a clothing accessory. The other — Photos by courtesy of Kaikai Group novative products, find new customers
One of its latest design of pankou are agarwood incense sticks made of and explore new markets. Old brands
was weaved into the shape of a piece genuine aquilaria trees. The dainty red as promote our brands to people visiting can be a new trend.”
of qipao with “Shanghai” spelled in sandalwood box is designed with two the city,” he said. Jing’an-based legacy brands have been
Chinese characters, along with local layers to hold and burn incense. it can be Blending new and old has become a encouraged to open new outlets across
landmarks like the gate of a shikumen easily carried and used during meetings, hot branding strategy. China and overseas. More than a third
(stone-gate) building and the Oriental yoga exercises and business trips. “Compared with previous years, of the 28 legacy brands in Jing’an have
Pearl TV Tower. another in a bookmark Join Buy Group designed its new prod- time-honored brands have galvanized expanded into markets outside Shang-
design is based on peony-shaped win- uct display to recreate Shanghai scenes innovation,” said Lin Xiaojue, director hai. Four of them have opened outlets
dow lattices from the historic shikumen from yesteryear. Join Buy’s Zheng Zhu- of the Jing’an Commerce Commission. in Hong Kong, Macau, Taiwan and other
neighborhood Jiaxiuli, former residence jiang said the company plans to open “it sounds corny that old brands should parts of the world.
of Mao Zedong. a food center featuring 50 to 60 time- survive by pushing innovation, but “We should eye the global market,” Lin
Kaikai Clothing introduced several honored brands next to Jing’an Temple. very few can actually make that hap- said. “Only by expanding to overseas
fabric-related breakthroughs, including “We hope to remind Shanghai locals pen. LV is an old brand, but it’s still very markets can legacy brands gain influ-
the process of adding silver ions to shirts of foods from their childhoods as well popular across the world. it all depends ence and win customers.”