Before and at the initial stage of the founding of New China, foreign-branded consumer goods permeated almost every Shandong household that could afford buying them.

However, due to economic development and Shandong people’s brand awareness, local brands have gradually replaced foreign brands in Shandong province and significantly changed Shandong people’s lives. Not only have Double Star, Tsingtao Beer and Sinoer become well-known brands in almost every local household, but companies/products like Shandong-born Haier refrigerator, Hisense television and Vosges Chances textile have successfully infiltrated the overseas markets.

Foreign products prevailed in Old China, when consumer goods were in severe shortage due to industrial and technological backwardness. Domestic production could hardly satisfy people’s growing demands, thus propelling them to turn to foreign goods. Even shortly after the founding of New China, daily necessities remained in short supply. Coupons for food, cloth, petrol, etc emerged as the times required.

In recent years, through the promotion of brand strategy, Shandong province has cultivated a batch of well-known brands and enterprises. Shandong province currently owns 266 Chinese top brands, 1,479 Shandong top brands, 135 Chinese famous trademarks, and 1,676 Shandong famous brands. In the First Session of Chinese Famous International Brand Evaluation, Haier refrigerator and washing machine were honored as Chinese Famous International Branded Products, occupying two seats in the first batch of three Chinese branded products.

By Li Jing