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Chinese brands are reversing their market strategy

Updated: May 11,2019 12:04 PM     CGTN

China Brand Day, a celebration of popular traditional brands, kicked off in Shanghai on May 10. Many of the brands are reversing their marketing strategy this year and trying to appeal to younger customers, while many new brands are going back to basics.

Bicycles are one of the highlights of this year’s exhibition. China’s bicycle production has a long history, but now the old companies are all restructuring to come up with new designs to attract more riders.

One of the companies trying to remake its image is 122-year-old Phoenix Bicycle. The brand is now promoting lighter-weight bikes with modern designs. The latest model is an electric bike which can move you along at up to 25 kilometers an hour.

Phoenix’s young designs are now exporting to 110 countries at a rate of one million per year. And like many other brands, Phoenix is also doing cross-over marketing. Zhang Yaming, vice president of Phoenix Group, said the brand teamed up with clothing brand Peacebird to launch T-shirts.

Another classic brand, Shanghai Watch is also working with Disney to bring out a Shanghai Micky Mouse watch. But more importantly, Shanghai Watch said they are putting a good deal of money into high-tech investments. The brand’s latest watch mounts the internal workings on the face of the watch, the first brand in China to do this.

“Our main investment is in our high-end chips. For example, our tourbillion technology is one of the best in the country. We moved out the balance wheels which were usually hidden under the face, to let people appreciate the art of mechanical watches,” said Xia Zhenyi, chief designer of Shanghai Watch Industry.

While classic brands are trying to be young, there are younger brands trying to add classic Chinese elements to their new products. Thirty-year-old Chenguang Stationery put Beijing Opera elements on one of its designs and found they sold the best of all the company’s new special collections.

Over 200 domestic companies in sectors including light industry, textiles and foods are attending the brand exhibition in 2019. In addition to product displays, the exhibition also includes performances, and the chance to experience products.