(MENAFN) Haihe Dairy is a time-honored dairy brand in Tianjin, China that has been a part of the city's cultural heritage for generations. The company has recently rejuvenated its business with advanced manufacturing technologies, diversified products, and vogue promotions. In 2019, the company invested 600 million yuan in building a smart factory, which can produce 260 tonnes of milk daily and offers over 100 varieties of dairy products. Haihe Dairy aims to achieve annual sales of more than one billion yuan this year, with products available in over 60,000 stores across China. The company has successfully tapped into the digital market, attracting a growing number of young fans through livestreaming events.
Haihe Dairy is one of 1,128 existing time-honored brands recognized by the Ministry of Commerce in China. Tianjin alone is home to 66 such brands. The Chinese government has stepped up efforts to breathe new life into long-established brands, preserving and improving traditional techniques, improving online and offline integration, and strengthening brand protection. Livestreaming platforms have been particularly effective in revitalizing time-honored brands, with nearly 350 brands participating in livestreaming events in 2022. Livestreaming events of time-honored brands in 2022 topped 50,000, with a combined business volume of 3.5 billion yuan, increasing over five times compared with that of 2019.
The success of Haihe Dairy and other time-honored brands in China can be attributed to their ability to adapt to changing market demands and leverage new technologies while preserving their classic style. Xing Jianhua, secretary general of the Tianjin Time-Honored Brands Association, noted that new technologies have helped time-honored brands shake off their outdated images. For instance, Guifaxiang 18th Street Mahua, a traditional Tianjin snack brand, has successfully maintained its classic style while incorporating new technologies to enhance its business. With the support of the Chinese government and the growing digital market, time-honored brands in China are poised for continued growth and success.
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