Old brands thrive on new ideas

How do time-honored brands remain competitive? By keeping their old skills while embracing new retailing trends, according to a lecture held at the Shanghai Science and Technology Museum on Tuesday.

Four managers from local historical brands — Shanghai Soap, Three Gun, Butterfly Sewing Machines and Shanghai Jahwa — shared their stories and experiences at the She Power Forum, organized by the Shanghai Women’s Federation, as part of this year’s city science festival.

Ouyang Yiling, deputy manager of the 106-year-old Shanghai Soap, said her company sticks to traditional soap-making skills but keeps on making new products as to cater to today’s needs. One of the company’s bestselling products, Bee & Flower sandalwood soap, has won today’s young hearts with its vintage packaging and high quality.

Three Gun is a 82-year-old brand specializing in high-quality underwear. Led by Cao Chunxiang, honored as a “Shanghai Standout” in recognition of his skills and talent, the company’s designers now use high-quality cotton imported from South America to produce trendy underwear on their own machines, said Cui Yueling, deputy manager of the company.

This year marks the 100th anniversary of Butterfly Sewing Machines. About half a century ago, it was one of the three must-haves for newlyweds in the city, and remained popular until the early 1990s when its annual output reached 1.5 million in a year, but then faded out.

Chan Yan, director of the company’s e-commerce department, told how, in recent years, her company had set out to revive the old brand, and redesigned their machines with modern shapes and embedded them with computer technology.

The company also runs a variety of activities in schools to popularize traditional sewing skills, she said.

Shanghai personal care giant Jahwa Group is a good example of how old brands can tap into today’s market.

According to Liu Yan, senior PR director, the secret is mix-match and crossover. The company has designed some “Internet celebrity” products such as candy-flavored lip balm, inspired by the popular White Rabbit milk candy, and cocktail of floral fragrances, inspired by well-known mosquito repellent Liushen.