Policy lends hand to heritage brands

Laozihao seen as key to promoting culture, boosting consumption

The evolution of consumption in China has created both great opportunities and challenges for time-honored — or heritage — brands, which are known as laozihao in Chinese.

Some have evolved into outstanding representatives of distinctive tradition and culture in their regions of birth, attracting tourists and playing an increasing role in the consumer market. However, many others are struggling to adapt to changing times.

The Ministry of Commerce, the Ministry of Culture and Tourism and the National Cultural Heritage Administration issued a policy notice in January suggesting that market players and other related parties tap into the history and culture of laozihao to boost consumption.