An alliance of time-honored brands from China was recently established in Xiamen, eastern Fujian province, according to the Xiamen Municipal Bureau of Commerce.

The decision was made at a conference between directors of time-honored brand associations in Hangzhou, Qingdao, Ningbo, Chongqing, Guangzhou, Shenyang, Fuzhou, Shaoxing and Xiamen.

The attendees also established a preparatory committee at the conference and designated Xiamen Time-honored Brand Association as the acting secretariat.

Members of the newly-founded alliance will establish a cooperative relationship, share resources and promote mutual exchange, with a particular focus on the development of culturally creative products.

According to Yang Yi, secretary-general of Xiamen Time-honored Brand Association, the alliance proposed an online and offline combined platform for its members, as well as stores with a unified identity, design, price and marketing strategy, in a bid to boost the reputation of the brands around the country and the entire world.

Huang Zehe Peanut Soup Shop in Xiamen is a time-honored store which was founded roughly 100 years ago. [Photo/VCG]