Old-time brands must stay true to their roots

Traditional Chinese-style cultural products have seen a 220 percent rise in sales－about 500 of them by as much as 300 percent－during the period from June 1 to 18. At the just-concluded e-commerce festival week, traditional Chinese-style cultural products performed much better than expected.

The rising sales have much to do with the increasing popularity of Chinese products. Chinese sportswear brand Li-Ning's costumes featured at New York Fashion Week, Summer Palace's lipsticks featuring traditional Chinese elements registered record sales and Sanxingdui's unique and creative cultural products too are making a buzz.

Traditional Chinese-style cultural products have become appealing to the young because the manufacturers marry traditional Chinese culture with the latest trends. It goes to show that traditional Chinese-style cultural brands are evolving with the times.

However, in the age of new media, many brands have become popular overnight and fallen by the wayside in no time. Sustaining the popularity of traditional Chinese-style cultural products, therefore, remains a challenge.

To sustain themselves, the traditional Chinese-style cultural brands must, first of all, stay rooted in the culture they represent. After all, people buy these products out of their love for traditional Chinese culture and a sense of patriotism. The more these brands cling to their cultural values, the more appealing they will be to the young.

At the same time, those brands dealing in traditional Chinese culture must follow the trend and adopt latest technologies to make their products more appealing to the young. A bite of China, a documentary, showcases local cuisine in a modern way, renewing people's interest in them.

Last but not least, quality remains the key to success. Even after becoming popular, it is necessary for these brands to maintain their standards. Good quality will ensure the popularity of all products, and traditional Chinese-style cultural products are no exception to this rule.