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Jiading time-honored brands go online to boost sales

( english.jiading.gov.cn )2020-07-02

Nanxiang xiaolongbao is a steamed bun that originated during the reign of Emperor Tongzhi of the Qing Dynasty (1644-1911). [Photo/Official WeChat account: sh-jiading]

An online event was held in Jiading district, Shanghai, to promote local specialties via livestream platforms and offline channels in an attempt to stimulate consumption. Many time-honored brands in the district have shifted their focus to online sales, local media reported June 26.

As part of the Shanghai May 5 Shopping Festival, which closed at the end of June, the event offered a platform for Shanghai brands to recover from the COVID-19 epidemic.

Sellers of Nanxiang xiaolongbao, a steamed bun that originated during the reign of Emperor Tongzhi of the Qing Dynasty (1644-1911), have changed their traditional business models and have begun offering takeout and delivery services online.

Xuhang Steamed Rice Cake is a popular dessert during traditional festivals in Jiading district, Shanghai. [Photo/jiading.gov.cn]

Xie Rongguang, a representative inheritor of Xuhang steamed rice cakes, said that he is optimistic about the prospects of online shopping. He added that the livestreaming activity resulted in a sales boom during the relatively slack sales season.

Many traditional time-honored delicacies in Shanghai have found a way to turn challenges into opportunities by adjusting their online marketing strategies.

MAIL TO DISTRICT CHIEFjiading@jiading.gov.cn

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