Neiliansheng shoe store

“The solution lies in an awareness of the current market and skill at marketing the product to the contemporary consumer,” says Zheng Danyang, a director of the China Time-Honored Brands Association.

Old brands now have a new opportunity. As Chinese consumers grow more mature, many are showing renewed interest in the old national brands which they once disdained. A rising sense of Chinese pride and patriotism is further bolstering this trend. Native products are now a hot topic on the Internet, reflecting and fueling interest in the real-world market place. But it's far from enough for old native brands to rely on consumers' nostalgia to win back popularity. In this fast-changing world, even the old have to move fast. To win the hearts of fashion-obsessed urban-dwelling young people, old brands still have a long way to go.

Editor: Guo Changdong