Shanghai brands are reinventing themselves to appeal to young consumers


Shanghai’s age-old brands, with a rich history in food, clothing and transportation, are embracing fashion, trends and technology to appeal to modern consumers and recapture past glory.

They include Warrior sportswear, Phoenix e-bikes, and Tramy’s half-baked meals.

Shanghai-made products were showcased in a pop-up market over the weekend, attracting interest and attention from Gen X consumers as well as international markets.

It was one of the events held to promote Shanghai-made products, boost the fashion industry and boost economic recovery.

“Shanghai should tell the story of Made in Shanghai in fashion and manufacturing, as well as promote deep integration between digital technologies and the real economy,” said Wang Jiangping, Vice Minister of Industry and Technology. some information.

By 2025, the city’s fashion industry output will reach 520 billion yuan ($80 billion), covering cosmetics, fine food, sportswear, smart appliances, lifestyle, industrial design and digital.

Digital platforms like Red (Xiaohongshu) and Poizon (Dewu) attended the events. In the Poizon app, popular with young people, feedback is positive for Shanghai watches and Phoenix bikes.

Ti Gong

A pop-up market to promote Shanghai-made brands and products was held in Changning District over the weekend.

Warrior: more than just a shoe brand

Warrior, which was founded in 1927, is rebranded with a new logo that defines infinity. It features bunny-themed clothes co-designed with Come4arts, a fashion brand hosted by X-Generation. Tiger-themed hoodies, marking the year of the tiger in the Chinese lunar year, have been warmly welcomed in 2022.

The brand, well known for sports shoes, has expanded its range to include clothing, bags, hats and accessories since the second half of 2021. Warrior is now a fashion brand rather than a “shoes only” brand . It works with a dozen designers and artists, a company official told the Shanghai Daily.

The Warrior’s retro style is praised. On the overseas auction website, her shoes attracted prices 10 times higher than their original domestic price.

Shanghai brands are reinventing themselves to appeal to young consumers

Zhu Shenshen / SHINE

Warrior brought in designers and is expanding its product line from shoes to apparel.

Phoenix: explore the “biking kingdom” after China

Two e-bikes with controllers, sensors, speed panels and lithium-ion batteries attracted visitors. One of them was displayed at an exhibition in Germany earlier this year.

Phoenix has sold millions of bicycles worldwide since its founding in 1897.

Shanghai Daily had the chance to test the bikes. With its lightweight design and power assist system, the speed reaches over 25 kilometers per hour.

“Bikes have become a fashion choice today rather than just a transportation tool, especially in a society that pursues green development and lower carbon emissions,” said Xu Li, Phoenix brand manager. .

“Products should be light and comfortable to ride, so we use materials like aluminum, carbon fiber and even titanium. Riders can be relaxed and easily control the bike,” Xu said.

Mid-range and high-end bicycles have become fashionable in overseas markets, especially in Europe, which is another “bicycle kingdom” after China. Bicycle sales in Europe will reach 17 million units in 2030, with a market valued at tens of billions of dollars.

High-end Phoenix models cost more than 20,000 yuan ($3,077) in overseas markets, 10 times more than mainstream models. The company’s overseas revenues have exceeded domestic revenues, and the company is accelerating its international expansion.

Shanghai brands are reinventing themselves to appeal to young consumers

Zhu Shenshen / SHINE

The famous Phoenix group has launched high-end bicycles for young consumers.

Tramy: a growing food brand

Tramy, which sells foods like soymilk, meat and vegetables online and offline, is a rising star in Shanghai. He ensured food supply during the pandemic lockdown.

Semi-cooked, pre-prepared meals that allow people to reheat packages and eat them in five to 10 minutes are a rapidly growing business for Tramy. Several popular dishes sell over 20 million units a year. White-collar workers prefer prepared meals.

Consumer tastes and habits are changing rapidly and Tramy is catching up with them quickly.

Shanghai-based Tramy plans to have 1,000 stores in the city by the end of this year. It currently has 700 outlets. The long-term goal is to have about 4,000 stores and then expand to other cities in the Yangtze Delta region, said Zeng Dexiong, marketing manager of Tramy.

Tramy maintains high standards on the supply chain and owns its own farms to ensure food safety, Zeng added.


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