Shanghai SOE Time-honored Brands Launch Innovation Scenes with Tens of Millions in Vouchers

On August 14, the Shanghai SOE time-honored brand innovation scene promotion event officially launched. Aligned with the "Summer in Shanghai" international consumption season, the event focuses on presenting the year's innovation scenes for state-owned enterprise time-honored brands while releasing exclusive consumption vouchers.

Since the "Shanghai Municipal Local SOE Time-honored Brand Revitalization Development Action Plan" was issued in August 2025, the Shanghai State-owned Assets Supervision and Administration Commission (SASAC) has focused on planning guidance, open cooperation and ecosystem building, deepening the integration of culture, commerce, tourism, sports and exhibitions, and systematically advancing the revitalization of SOE time-honored brands. With coordinated efforts at the municipal and district levels, a three-tier work system of "one action plan plus 23 group strategic plans plus 62 revitalization programs" has been established. A two-category, two-tier brand matrix covering "leading and upgrading tiers" and "product and commercial-name categories" has been created, with differentiated strategies driving revitalization projects through independent development, integrated cooperation and licensed operations. The "Guochao New Selection" innovation release event held in April 2026 showcased product-side innovation results.

The ten new consumption scenes for SOE time-honored brands released this time span multiple business sectors including healthcare, fashion consumption, silver economy, culture and arts, and catering and food. The Shanghai SASAC said it will continue deepening the revitalization of SOE time-honored brands, strengthen policy support, build external cooperation platforms, and unlock the market value and consumption potential of time-honored brands.