Qinghai Promotes Brand Building: Digging Featured Resources to Build Brand Advantage

Summary:

"Qinghai's cashmere, produced by goats living on 3,000 meters to 5,000 meters above sea level, has a feel, gloss, and warmth that is superior to similar animal fibers in other areas. It is the highest goat goat plush, and uses it. The products produced are light, soft, soft, slippery and very comfortable. They are the first choice for the top users of the wool textile industry. Many people dream of having a piece of clothing made from Qinghai cashmere!” November 1st, Qinghai Province Cashmere Industry (Group) ) Han Youwen, vice chairman of the company, holds a "Sanjiangyuan" cashmere shawl produced by his own company and proudly displays this "fiber diamond" product to reporters.

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The water and soil of the party is one of the wind and water. The Qinghai-Tibet Plateau is characterized by its unique geographical and climatic characteristics. The products bred by the Tibetan Plateau are not only the cashmere of Guibi Gold. With the continuous promotion of the brand strategy of our province, Cordyceps sinensis, Kunlun Jade and Lamb of Qinghai , Tibetan mastiff beef, loquat, snow-capped mineral water, sea buckthorn, etc. have poured into the eyes of the world.

In recent years, our province has actively guided and supported enterprises to base themselves on highland products, transformed their resource advantages into commodity advantages, promoted local economic development with characteristic industries, led the farmers and herdsmen to increase their income, and started up green brands in Qinghai.

Leveraging on the support of the government and the grasp of market opportunities, Qinghai Province Rongrong (Group) Co., Ltd. uses the "Sanjiangyuan" China well-known trademark, goats cashmere, cashmere yarn, cashmere sweater, cashmere worsted fabric, etc. Cashmere products are sold to Italy and other countries and 26 large and medium-sized cities in China. The company has established 126 raw material purchasing bases in the province, and signed cashmere purchase orders with more than 2,500 farmers and herdsmen at the lowest protection price, so that each household The average annual income is more than 20,000 yuan. Since 2007, the training and placement of rural labor force in surrounding areas, laid-off workers more than 2300 people, per capita annual income of 30,000 yuan.

Chaidamu Cashmere Co., Ltd., which owns the well-known Chinese brand of "Chaidamu", entered the top 30 of China's top 100 cashmere enterprises after ten years of hard work. However, the company's general manager Feng Xiuyun was not satisfied and she told reporters: " Countries such as the United Kingdom and Italy that do not produce cashmere occupy a cashmere high-end product market in terms of cashmere brand creation, technology research and development, product design, and market development. They have obtained more than 90% of profits from the cashmere industry chain, and our suppliers of cashmere and raw materials are only There are a few percent of profits. The reality reminds us that brand creation is the beginning of high-end development. In the cashmere industry, Qinghai has the best of both worlds, there is no reason not to be the first!”

"The brand is the guarantee of product vitality and sustainable development of the company." During the interview, Chen Xuewu, vice chairman of Qinghai Tibetan Sheep Carpet (Group) Co., Ltd., said with deep feeling: "In the past, people bought Tibetan blankets to see whether they were Nepalese. Production, we can only do OEM, seeing people take away big profits. Now is different, many people buy Tibetan blankets to choose 'Tibetan sheep'." October 31, the reporter interviewed in the company met Yushu Jiang Shenglin, the dealer who came to buy the goods, told reporters that the “Tibetan Sheep” brand Tibetan blanket was well-known. He had stores in Yushu, Chengdu, and Lhasa. The goods were quickly sold out once, so they had to come in three times a month. goods.

Over the years, the Qinghai Tibetan Sheep Group has achieved product diversification relying on the geographical advantages of raw materials, labor, and Tibetan culture in our province. At present, there are nearly 1,000 varieties of hand-woven and woven carpets. The Tibetan sheep blankets are sold in 34 countries and In the region, the marketing network covers domestic large and medium-sized cities. The company has driven 16,000 peasants and herdsmen, college graduates, and laid-off workers with a per capita annual income of more than 35,000 yuan.

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Under the guidance of the provincial party committee and the provincial government's policy of vigorously developing characteristic industries and nurturing its own brand, a group of enterprises in our province have taken solid steps in the development of characteristic resources. Qinghai Kekexili Meat Products Co., Ltd. is based on the advantages of transforming Tibetan yak resources. Developed and produced more than 200 varieties of the "Kekexili" brand Tibetan beef jerky beef jerky, pie, hot sauce series and Qinghai-Tibet native products; and Kunming Kunyu Industrial Investment Group Co., Ltd. delivered Kunlun jade from deep mountains to people by relying on the advantages of Kunlun jade production. By the side, Kunlun Mountain Mineral Water Co., Ltd. dedicated the best glacial snow melt water in natural mineral water to consumers who pay more and more attention to safety and health; Qinghai Sanjiang Snow Food & Beverage Co., Ltd. relies on the abundant sea buckthorn and sea buckthorn in our province. Unique resources such as tea, development and production of the "Sanjiang Snow" brand disposable no-wash dried fruit series, highland tea series, sea buckthorn juice series products sold in the same industry in the country; Qinghai Green Grass Source Food Co., Ltd. to seize raw material acquisition The commanding heights highlight the unique potential of plateau yak and Tibetan lamb. The “green grass source” brand yak meat and Tibetan mutton products have become the province’s Gunners of foreign distributors; Shengyuan Rug Group Co., Ltd., which owns the well-known trademark of “Shengyuan” in China, came from behind in the Tibetan carpet industry and relied on the province’s rich and high-quality wool resources.

Beautiful Jiangyuan, vast grasslands, vast mountains, vast lands in Qinghai, all over the country. The provincial party committee and the provincial government are based on the correct orientation of characteristic resources and nurturing distinctive brands. They are constantly digging the province's unique resources, gradually enriching the brand. grand blueprint for the provincial strategy. (author: LU Hai)

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