Chestnuts

The huge popularity of Xinchangfa's chestnuts attracted competitors into the market in the 1990s, and some even use similar names to attract customers, such as Xinzhangfa, Xinfafa, Xinyongfa, Xinjiufa and Xinzaifa etc. Instead of suing them for infringing its legal rights, Xinchangfa fights back by having top-notch products.

About 500 tons of chestnuts are sold by Xinchangfa each year, making the brand China's largest sweet roasted chestnut maker.

According to Li, fresh chestnuts fall into two categories, first class and second class. "Most of the chestnuts sold under our brand are first class, of which there are between 60 and 75 chestnuts in each at 500 grams," said Li. A package of second class chestnuts will have between 75 and 90 chestnuts in 500 grams.

These delicately made chestnuts are not only available at major hotels across the city, but are also delivered to Hong Kong and Japan. For many overseas Chinese, buying Xinchangfa's sweet roasted chestnuts as a gift to friends and relatives back home has become an important part of their trip to Shanghai.

Like many of the city's time-honored brands, Xinchangfa had limited influence as it only had two physical stores. As a result, the company adopted a three-year plan between 2008 and 2010, focusing on expanding its market share by launching branches and improving retail existence.

Today, the brand has expanded to more than 20 branches and retail spots covering downtown areas of Huaihai Road, Nanjing Road and Xujiahui.