Time‑honored brands in Linyi embrace innovation for renewed vitality

Linyi's time‑honored brands are pursuing technological upgrading, brand renewal and market expansion, injecting new momentum into time‑tested trademarks while preserving traditional craftsmanship.

Up to now, Linyi is home to 47 time‑honored enterprises, including 5 China Time‑honored Brands and 11 Shandong Time‑honored Brands. Local authorities are reviewing applications for the third‑batch list of Linyi Time‑honored Brands, with a dynamic assessment mechanism featuring both admission and elimination in place.

Yuhuang Grain & Oil, a China Time‑honored Brand founded in 1950, has promoted smart transformation. It has built over 100,000 mu of high‑quality peanut planting bases via the “base plus order‑based agriculture” model. Its 5G‑powered industrial internet platform interconnects production, supply, storage, processing and sales data, lifting production efficiency by 30 percent. The peanut trading and logistics center operated by the enterprise targets an annual cargo throughput of 500,000 tons.

Qiuxiang Food has revived the centuries‑old brand “Changfaxiang”. Drawing inspiration from Yan Zhenqing’s calligraphy, the enterprise created exclusive typefaces for product packaging, integrating intangible‑heritage pastry‑making craft with modern aesthetic design. Other representative players include Weiyizhai Sauce Garden with a 200‑year history, Bianjia stir‑fried shredded chili pork and Xiangyu Pharmaceutical, the only time‑honored pharmaceutical enterprise selected in Shandong for national innovation case collections.

Linyi has rolled out policy documents to support high‑quality development of time‑honored brands. The local government holds national‑trend fairs for time‑honored products, builds immersive experience scenarios, and encourages enterprises to expand online and overseas sales channels. While inheriting traditional techniques, these old brands keep adapting themselves to young‑consumer demands and open up broader domestic and international markets.

Editor：韩蒙蒙