The Beijing municipal government has started drawing up a scheme to
develop enterprises with a famous brand name and a long history,
according to sources from the Beijing Commerce Committee.
It
is estimated that Beijing has more than 90 famous brands that are
over a century old, including Daoxiangcun, Donglaishun, Quanjude,
Shaguoju and Tongshenghe. But most are poorly managed.
Yang Xinjing, a committee official, said a timetable and
operational plan have not yet been drawn up because the scheme will
be based on a series of research and studies of the market and the
enterprises.
"The main work is collecting suggestions and opinions on various
aspects and entrusting professional research institutions to
conduct related surveys," said Yang.
Government officials, commercial experts and senior business
managers in Beijing discussed the topic at a symposium late last
month.
Such enterprises may be overhauled or renovated via acquisitions,
auctions or reorganization of property rights, said a China Cooking
Association official surnamed Bian at the symposium.
Bian said: "A specific office might be established to be in charge
of implementing the scheme and around 10 representative enterprises
could be selected as trial units."
Yang acknowledged that, unlike the majority, some enterprises with
a famous brand and long history have been reformed in line with
market principles or even been listed but their development and
market expansion have not been ideal.
Experts and insiders say that famous brands with a long history
have the advantage of reliable quality and a relatively low price,
unique technology, a distinctive flavor and national
characteristics.
(China
Daily July 9, 2002)