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China Launches Effort to Revitalize Time-Honored Brands


Photo shows a pharmacist preparing medicine for patient at Tongrentang Chinese Traditional Medicine Shop which has been popular for hundreds years. [Photo: Xinhua/Zhang Xu]

The plan of revitalizing China's time-honored brands has been launched in Beijing, aiming to facilitate these brands by image building and market expansion.

A senior researcher of the State Council, Yao Jingyuan, said time-honored brands should actively take part in market competition, improve product performance with enhanced technologies, and strengthen brand building.

Further, the importance of talent has grabbed the limelight at the launching ceremony, as economists suggest attracting high-level personnel and bring up their initiative into full play, which will energize those traditional brands to fit in new cultural climates.

Experts further indicated for those brands have stood the test of time, innovation and property rights establishment will serve as key factors in the revitalization.

Under the plan, the government will help the brands to go global through re-branding, media coverage and financing.

China has recognized 1,000 companies as time-honored brands, including Tongrentang, a traditional Chinese medicine producer, and Quanjude, a chain of restaurants known for its trademark Peking Roast Duck.



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