The century-old skincare brand from Tianjin, Wanzi Qianhong, solidified its comeback this month when it broke ground on a new industrial park in Xiqing district, following three consecutive years of doubling its online sales.

The park is designed to combine production, livestreaming, and cultural exhibitions. It will also serve as a new stop on the city's industrial tourism route.

The brand's revival hinges on what it calls "listening-style R&D", a strategy of following the trends set by young spenders. When users found the cream too greasy, a lighter version was developed. When portability became an issue, a pouch was introduced. New facial care lines followed growing demand. "Our fans make wishes, and we make them happen," said deputy general manager Kuang Huaqin.

Founded in 1911, Wanzi Qianhong was once a household name before fading in the 1990s. Its comeback began in 2023 with a viral livestream that sold out in hours.

As it eyes expansion into European and US markets, the beloved "Great-Grandma" brand is showing how heritage can stay young by evolving with its customers.

Zhou Wei and Qiu Zhixin contributed to this story.