Revival of time-honored brand injects vitality into the economy

The revival of a time-honored brand injects vitality into the Chinese economy.

Over twenty dressmakers are busy making clothes at a workshop to prepare for the upcoming product ordering meeting.

Some are inheritors of intangible cultural heritage and some are young college students. They integrate innovative and traditional elements making Laomeihua's brand revive with new products continuously being launched and its traditional beauty being kept.

Laomeihua was founded in 1911 and is famous for its "thousand-layer sole" cloth shoes. Laomeihua's brocade shoes and clothes have always been popular with middle-aged and elderly people.

In recent years the brand has actively fostered trendy domestic products to achieve new growth, started online livestreaming and opened nearly a hundred chain stores offline.

The performance of the time-honored brand has increased by more than 30 percent every year, and the sales volume is expected to exceed 300 million yuan ($42.21 million) this year.