■ Feige: The Bicycle of &#34;Changing New Feathers&#34;
Entering the showroom of Tianjin Feige Group Co., Ltd., several shiny black vintage &#34;Feige&#34; bicycles stand quietly. They are witnesses to the first bicycle of New China and have also crossed the ocean as national gifts.
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In the 1990s, private enterprises emerged like mushrooms after rain, and &#34;small and specialized&#34; private bicycle factories rose flexibly. Feige failed to adapt to market changes in time, facing cost inversion and talent loss, and in the transformation, Feige &#34;fell with broken wings.&#34;
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To address the heavy historical burden of traditional time-honored brands, Tianjin Boliang Group established a series of new platforms for the development of time-honored brands, including Feige Bicycle Industry, adopting a light asset operation model, focusing on brand operation, driving research and development, production, and sales, and invigorating the new vitality of time-honored brands.
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By increasing investment in research and development, Feige has launched several new products rich in &#34;new elements&#34; in the fields of mountain bikes and road bikes, aiming for a nearly 40% year-on-year increase in sales revenue by 2025, with annual sales reaching 4.5 million units.
<img src="https://imageproxy.pbkrs.com/https://inews.gtimg.com/om_bt/O2C-nzT_1Vd40A74McSHhtgun9fppuASvuKuwpJ6zCIMIAA/641?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" alt="" original-src="https://imageproxy.pbkrs.com/https://inews.gtimg.com/om_bt/O2C-nzT_1Vd40A74McSHhtgun9fppuASvuKuwpJ6zCIMIAA/641"/>
■ Wanzihong: The &#34;Rebirth&#34; of the &#34;Small Iron Box&#34;
Wanzihong - a time-honored brand from Tianjin. Opening this small iron box filled with blooming flowers, the cream is snow-white and fragrant. This scent has nourished the youth of several generations.
<img src="https://imageproxy.pbkrs.com/https://inews.gtimg.com/om_bt/Og4NKCbtojsMx2CPtNZwrwP9MclDJ9pfEalJhave14j-gAA/641?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" alt="" original-src="https://imageproxy.pbkrs.com/https://inews.gtimg.com/om_bt/Og4NKCbtojsMx2CPtNZwrwP9MclDJ9pfEalJhave14j-gAA/641"/>
Time-honored brands are precious because of their &#34;old&#34; status, but they have also been burdened by it. After the 1990s, foreign brands flooded in, the consumer base changed, but the products remained the same, and the packaging appeared &#34;outdated.&#34; Wanzihong once fell to the bottom.
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In 2023, Tianjin Boqing Group made a key decision: to establish an independent operating company specifically responsible for the revitalization of Wan Zi Qian Hong.
A turning point also occurred that year, as a live broadcast brought this small iron box online. Riding the wave of domestic products, Wan Zi Qian Hong made a comeback. However, what truly rejuvenated the product was the product itself.
<img src="https://imageproxy.pbkrs.com/https://inews.gtimg.com/om_bt/O5PcRGO_AYVxYgWS_aQ_hA_xn0hsfDTEOfrGYRM3B3DXoAA/641?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" alt="" original-src="https://imageproxy.pbkrs.com/https://inews.gtimg.com/om_bt/O5PcRGO_AYVxYgWS_aQ_hA_xn0hsfDTEOfrGYRM3B3DXoAA/641"/>
In addition to classic fragrances, the company incorporated traditional Chinese culture into its products based on online voting. Dozens of new Chinese-style scented skincare products were launched, and the &#34;listening to advice&#34; Wan Zi Qian Hong was quickly recognized by consumers.
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■ Haihe Milk: The &#34;love to stir things up&#34; old flavor
For many people in Tianjin, the taste of Haihe Milk is a daily staple on the breakfast table and a shared memory of the city.
However, this time-honored brand, established in 1957, once fell into a state of loss, with a vague strategy and a restless workforce.
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In 2022, &#34;post-85&#34; PhD Zou Yang was appointed in a critical situation. At that time, the atmosphere in the company was filled with a &#34;better to do less than to do more&#34; mentality. This was the first reform challenge Zou Yang faced upon taking office.
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The company implemented a &#34;striver model,&#34; holding monthly performance review meetings where each department publicly reported their work. The total salary was linked to performance, and the selection of cadres leaned towards performance, gradually forming internal organizational strength.
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In addition to traditional dairy products, the company focused on young consumers, making milk not only delicious but also &#34;fun.&#34; New flavors such as &#34;jianbing guozi,&#34; &#34;coriander avocado,&#34; and &#34;Tianjin mahua&#34; were continuously introduced, sparking &#34;traffic topics&#34; among young people. The fusion of culture and dairy products allowed Haihe's colorful milk to &#34;break into&#34; the social circles of young people.
<img src="https://imageproxy.pbkrs.com/https://inews.gtimg.com/om_bt/OGngwPyrCtIbfRTOf1aGYRg4f3WPbWyYwyXkV9fRQtw88AA/641?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" alt="" original-src="https://imageproxy.pbkrs.com/https://inews.gtimg.com/om_bt/OGngwPyrCtIbfRTOf1aGYRg4f3WPbWyYwyXkV9fRQtw88AA/641"/>
Overall Planning: Li Jie, Li Jialin, Wang Bingdi
Director: Wang Liang
Reporter: Yang Zichun
Cameramen: Hao Jie, Hu Zhenze, Sun Tianshu
Packaging: Xia Yong
Produced by the Audio and Video Department of Xinhua News Agency

This report focuses on the revitalization of time-honored brands in Tianjin. Feige Bicycle has launched several new products through a light asset operation model and increased investment in research and development, expecting a nearly 40% growth in sales revenue by 2025. Wan Zi Qian Hong has successfully launched new skincare products by establishing an independent company and integrating traditional culture, regaining consumer recognition. Haihe Milk, under the leadership of its new management, is striving to turn around its losses and reshape its brand image

Xinhua Viewpoint | Craftsmanship and Innovation - The Renewal of Time-Honored Brands