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)