CRI听力: Beijing Old Brands in Change for Survive

Beijing is known for its rich history and culture. Part of that includes product brands unique to the city, some date back more than 200 years.

Although elderly Beijing residents can't stop talking about old brands from years gone by, as society changes, the demand for those old brands fades. A recent survey conducted by Beijing TV shows, most of today's youth can't connect old brand names with their signature products.(www.hXen.com)

Pork product brand Tian Fu Hao (天福号) food Co. was established in 1738. It used to be a supplier to the imperial court. Now its manager Fang Feiyue (方飞跃), says the old brand has to find new ways to stay in the public eye to compete.

"As society develops, we have to attract the new customers."

Now Tian Fu Hao (天福号) is launching its own fast-food business, with the main course still being its famous soy-pork-elbow. Fang Feiyue (方飞跃) says the marketting of their products change, while the taste and flavor stay the same.

Traditional Chinese shoe maker Nei Lian Sheng(内连升) are designing their shoes with fashion glamour and flamboyance. And customer feedback is encouraging.

"Nei Lian Sheng(内连升) has made their products fashionable, we as young people like them so do our parents. They still wear the old style. "

Some traditional brands have diversified their products and are broadening their wares.

Wu Yu Tai (吴裕泰), a tea leaf trading firm established in 1887, has expanded their business to tea themed restaurants, providing tea-flavored dishes. Sun Danwei (孙丹威), president of Wu Yu Tai Co. Ltd. says the business they do on the side is a good way of protecting old traditions.

"Everybody has to eat, but not everyone knows their tea, our restaurant is a way of educating people and spreading tea culture as a part of our cultural heritage."

The old brands are changing the way they operate to survive, although offering newer products and services seems to be a way out for some of the fading brands, one fact stands undeniable, in the territories in which they are trying to expand, they are no longer old-brands. They are newcomers, they have to face modern competitors, how to use their brand name as a advantage and not ruin their reputation is a challenge they now must face.

From China Drive, I'm Zhao Kun.