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Old brands invigorated with new ranges
By:Wu Qiong  |  From:english.eastday.com  |  2017-12-15 10:04

Young people create new designs featuring xiaolongbao. [Photo/WeChat Account: Shanghai Huangpu]

It is not easy to keep an old brand invigorated, especially when the brand is playing in a competitive market. But for some century-old brands in Shanghai, new concepts have been readily harnessed to keep them popular among the public.

Recently, some long-established brands in Shanghai, such as Nanxiang Steamed Bun Restaurant and Hengyuanxiang (HYX), have been invigorated with new ranges, thanks to some post-90s young people.

The young designers created a range of cute and functional gifts for Nanxiang Steamed Bun Restaurant. The brand-new creations are cups, coin purses and mobile phone shells featuring xiaolongbao (or steamed soup dumplings), a popular snack in the restaurant.

Young designers create a pair of cups featuring xiaolongbao. [Photo/WeChat Account: Shanghai Huangpu]

As for the time-honored wool clothing brand Hengyuanxiang (HYX), the designers created a collection of suitcases, namely the ELITE collection, which is composed of two models: ELITE X1 and ELITE X2. The ELITE X1 model looks calm and fashionable while ELITE X2 is for businessmen with an outgoing personality.

Young designers create a pair of cups featuring xiaolongbao. [Photo/WeChat Account: Shanghai Huangpu]

The design project is part of an innovation and entrepreneurship campaign jointly initiated by the Huang district government and long-established brands in Shanghai. It aims to teach the young generation the history of those enterprises and carry on the fine tradition of their brands. In addition, the campaign also encourages young people to put forward new ideas to rejuvenate the brands.