SHGXeJ is an integrated store selling time-honored brand products in Shanghai. [Photo/WeChat account: scofcom]

Official data shows that from May 1 to May 10, online retail sales in Shanghai exceeded 40 billion yuan ($5.63 billion) and offline consumption reached 48.2 billion yuan, thanks to the May 5 Shopping Festival.

According to local media, nine time-honored brands in Shanghai, with a total age of 1,286 years, joined the festival recently, both online and offline.

In the newly opened integrated store, SHGXeJ, in Baoshan district, the nine brands, with their respective advantages, launched many innovative products. One of Dingyixing's new products, "crispy meat paper", is made from ground pork, marinated in a traditional soy sauce and seasoned with sesame seaweed. The snack is very popular among young people and parent-child families.

At present, Shanghai has five integrated stores selling products from time-honored brands, and the number will increase to 15 by the end of this year.

Besides physical stores, an online version of SHGXeJ was launched. According to the characteristics of online consumption, many new cross-border products have been added.