Baijiu is a strong distilled Chinese spirit, 40%-60% alcohol by volume. It is distilled from sorghum, although other grains may vary according to regions. It is grouped by fragrances, of which the main ones are sauce, thick and light fragrance. The most famous brands are WuLiangYe and MaoTai.
2. Cheongsam (Qipao)
Cheongsam is the traditional Chinese dress for female. It can be dated back to Qing dynasty; back then, it was a symbol of Manchu people. The style has remained since and has become more accepted internationally.
RuiFuXiang was one of the most famous Cheongsam brands founded in 1893. It started with its silk business. The modern RuiFuXiang ranges its products from different fabrics to Cheongsam tailoring.
ShanghaiTang is arguably the first Chinese luxurious brand. It is a Hong Kong based brand founded in 1994. Shanghai Tang starts the clothing line that adds Western aesthetics to the traditional Chinese elements. Currently, the brand carries clothing, tailoring, home and decoration.
3. Herbal Medicine
More than 3000 herbs and 300 minerals and animal abstracts are used as traditional Chinese medicines with more than 400 different formulas. The medicine focuses on the balance of body and spirit rather than the treatment of a particular disease. One formula may contain 4 to12 ingredients, of which 1 or 2 are the effective ones while the rest aims at treating minor conditions, directing the formula to specific parts of the body or helping other ingredients to take better effect.
The top companies are TongRenTang (TRT) and YunNanBaiYao (YNBY). TRT was founded in 1669 and was designated for the royal family of the Qing dynasty. The modern TRT has developed into a company that covers pharmaceutical industry, retail and health service. By 2011, it has total assets of 140 billion Chinese Yuan and profit of ¥13.16 billion.
YNBY was originally a powder medicine successfully formulated in 1902. The modern corporation expands its products line by exploring medical dressing, medical makeups and health products. By 2011, the sales revenue was 113.12 Chinese Yuan and profit was ¥12.11 billion.
Mooncake is a traditional pastry consumed on the mid-Autumn festival. It is estimated that the total sales this year could reach 160 billion Chinese Yuan. The central government’s strong attitude on anti-corruption this year has curbed the phenomenon of luxurious mooncake (e.g. gold-flake mooncake) and the use of coupon. The large consumption of mooncake also triggers Western brands such as Dairy Queen, Starbucks and Haagen-Dazs to produce innovative mooncakes such as the ice cream one.