A 24-karat gold bracelet featuring dragon and phoenix iconography has proven a best-seller in Lao Feng Xiang's stores.

On the up

Some brands are trying to upgrade their products to suit a higher-end market.

Shuang Mei ("Twin Sisters"), a cosmetics brand known for its logo featuring two girls, was established in 1898. Its popularity peaked in the 1930s, when movie actresses Hu Die and Zhou Xuan could regularly be seen wearing its products. It then got eclipsed as World War II approached, followed by years of social upheaval.

In August 2010, Shanghai Jahwa United Co Ltd, now the country's largest manufacturer of cosmetics and personal healthcare products, decided to bring the brand back.

It produced high-end beauty products for fashionable women and opened a new flagship store at the Fairmont Peace Hotel on the Bund, site of the iconic Shanghai riverfront.

"Chinese consumers have increasing purchasing power and their shopping preferences are changing," said Xiao Lie, deputy general manager of Shanghai Vive Business Co Ltd.

"As a homegrown company, Shanghai Jahwa needed a flagship high-end brand. This naturally fell on the shoulders of Shuang Mei, which used to be known internationally," he added.

Warrior, a well-known brand of athletic shoes dating back to 1927, is trying to restore its former glory. Gui Chenggang, Warrior's executive director, says he was inspired by actor Orlando Bloom, who wore a pair of Warriors while filming the movie "New York, I Love You" in 2008.

Sniffing out a business opportunity, Gui decided to develop more new products to attract the younger generation. It proved the right move at the right time.

After combining the retro classic look with new trends Warrior saw its annual revenue triple from 200 million yuan in 2010 to over 600 million yuan in 2013. It experienced another growth spurt to hit 700 million yuan last year.

"After combing the narratives of Shanghai's famous brands, we found that those which have kept developing, and which strive to stay unique and creative, will always be welcomed by the market," said Jiang.

"Those that deviate from this path are likely to encounter great hurdles."

"The stories of the big European brands teach us that it is important to develop consistently and have a leader with an international vision. This is the key to ensuring that the brand stays competitive over time," he added.

wang_ying@chinadaily.com.cn