Shanghai brand signs deal with university

East China University of Science and Technology has signed agreements with Shanghai Shao Wan Sheng Trading Co to improve connections between education and industry and inject new vitality into the time-honored brand.

Zhao Han, Party secretary of the university’s school of art design and media, said the school’s previous work with the company had broadened students’ visions and improved connections between art education and industrial development.

Ni Haijun, a researcher at the school and director of its talent studio, said: “Through a lot of field surveys, we’ve found that many time-honored brands face problems such as outdated brand images, lack of vigor in innovation and shortage in talent reserves. The innovation of time-honored brands is not only to innovate its branding, but all the ideas and concepts in marketing and management. How to attract young generations? I think young people know best.”

He said there had been several cases in which his students had participated in bidding for marketing proposals for products such as horseshoe-shaped cakes and crayfish from Shao Wan Sheng.

Ge Ting, Party secretary and vice general manager of Shao Wan Sheng, said the company attached great importance to reserving young talent to ensure its brand vigor. He said he was surprised by the students’ creative designs and wanted to see the brand become more popular with young people.

Sanyang Food Store, another brand under Shao Wan Sheng, is developing a flagship store for handmade food on Nanjing Rd E. as a new image of the brand, according to Lou Chen, assistant manager of the store. It will feature coffee and pastries from Ningbo in Zhejiang Province, hometown of the founder of Shao Wan Sheng. Students from the university will participate in the project.