Walking in the streets of Shanghai, always visible LaoFengXiang stores and a bolden-lettered signboard, this was founded in 1848 in one hundred years old shops in the whole nation has had more than 1000 stores, since 2001, profits year after year almost doubled, in its gold, silver, platinum, drilling, jade, jade, jewelry, and ivory eight products, gold take the rag off, about of the total sales volume of deodorants. But unfortunately, gold the profitability of products is the lowest.

Can't say LaoFengXiang lack of designers, also can't blame LaoFengXiang design ability is poor, it is understood that the LaoFengXiang have many professional design personnel, gold product creative design every year in the related competition gold silver cut away. LaoFengXiang gold product sell out the high cost of a big reason is that target consumer group.


"At the moment the main consumers LaoFengXiang for 30 to 60 years old group. This group in buying gold products with strong credit purpose, not attached great importance to design or process." Shanghai LaoFengXiang deputy craftsman has in

"Shanghai traditional brand recovery new model" seminar on admits, because the main consumers to be older, gold product design will tend to be conservative, but the younger generation consumers tend to foreign brand orientation, love foreign gold product design. The more the more high-grade commercial district in pursuit of western brand situation, LaoFengXiang obvious feeling: because in young consumers lack of power, itself as a national brand and traditional brand in a line and top business area by extrusion. At present LaoFengXiang are facing two aspects of the struggle, on the one hand, to keep one hundred brand trusted traditional characteristics, on the one hand, and to seek breakthrough, in young consumer markets by standing room.

Shanghai creative industry display and service platform to participate in old brand research staff said: "in the research, we feel, the brand for the needs of the general public and grade seriously, and therefore would not be adopted rashly too high-end design, for fear of losing the most important target population. Along with the upgrading of consumers, LaoFengXiang the next opportunity will come from where?"