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Chongqing Pushes to Build First-Class SOE Brands with Legacy and Innovation

By Bridging News
China 2025-06-27
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Chongqing – Chongqing recently announced its first batch of 16 key state-owned enterprises (SOE) brands—eight in products and eight in services—selected for focused development into first-class, widely recognized names.

Chongqing has long been a hub for heavy industry and manufacturing, with numerous SOEs playing central roles in China's industrial growth. Yet many traditional brands have remained under the radar in the consumer market, lacking a strong brand identity or resonance with younger generations.

To close this gap, the city is stepping up efforts to turn local legacy brands into competitive, high-value names. This initiative reflects a broader strategic shift toward brand innovation, consumer relevance, and high-quality growth, especially in public life and cultural identity sectors.

Morning view of Chongqing. (Photo/Visual Chongqing)

Among the selected brands is Lengsuanling, a 38-year-old toothpaste label under Dencare Chongqing Oral Care Co., Ltd., which was listed on the Shenzhen Stock Exchange in 2023. The listing marked a major milestone for the company, establishing it as a prominent player in China's oral care industry. 

Despite the decline of the overall offline toothpaste market, Dencare has managed to sustain steady growth in both revenue and profit. Lengsuanling remains the cornerstone of the company's product line, but with generational shifts in consumer behavior, its continued relevance is under scrutiny. 

Recognizing this shift, Dencare Chairman Deng Rong has outlined a forward-looking strategy centered on brand rejuvenation. The company is upgrading Lengsuanling by focusing on three pillars: variety expansion, quality improvement, and brand elevation. This involves targeting a younger audience, enhancing the brand's professionalism, and deepening its national identity. The brand is evolving from a primarily clinical image to one that connects with consumers on an emotional level, positioning itself through a diversified, well-aligned product matrix.

Lengsuanling is a 38-year-old toothpaste label under Dencare Chongqing Oral Care Co., Ltd. (Photo/Dencare Chongqing Oral Care Co., Ltd.)

While strengthening their foothold in the domestic market, several SOE brands in Chongqing are making a decisive push into global markets. Gepai, the company behind Chongqing's first wire and cable product, has built a nationwide marketing network with over 3,000 offline outlets in more than 100 major cities. Its signature low-smoke, halogen-free, flame-retardant wires—now CE certified—are already being exported to markets in Africa and the Middle East.

Looking ahead, Gepai plans to establish branded overseas outlets and expand into regions such as Oceania and Southeast Asia. The company is aiming to surpass 50 million yuan (about 6.9 million US dollars) in export volume by 2027, reaching over 10 countries and bringing Chongqing's smart manufacturing capabilities to the international stage.

In addition to its legacy of state-owned enterprises, Chongqing is also embracing its characteristics on the global stage. Recognized by UNESCO as a World Design Capital, the Chongqing Design Group aims to establish itself as a leading, comprehensive engineering design and consulting firm in western China. By 2027, the company strives to become the top performer in the city's surveying and design industry. With a target of achieving over 95% customer satisfaction, it plans to annually upgrade or acquire at least three new qualifications, secure a minimum of 70 patents, and win more than 50 provincial and national awards each year.

According to the Chongqing State-owned Assets Supervision and Administration Commission, these rising brands reflect the city's broader development vision. The strategy is clear: transform industrial strength into consumer trust and cultural impact. With focused support, the city is working to build a new generation of top-tier brands that combine market competitiveness with the distinct legacy of Chongqing's industrial roots.
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