A significant milestone has been reached in Gansu province's brand-building efforts, according to data from the provincial market regulation authority. Currently, 30 local brands have been included in China's brand value evaluation list, with a total brand value of 126.735 billion yuan, breaking through the 100 billion yuan mark for the first time, as reported by Gansu Daily on August 11.
The breakthrough in brand value marks a substantial achievement in Gansu's industrial development. The inclusion of 30 local brands on the national value list has completely shifted the external perception of Gansu as a region possessing high-quality resources but lacking in well-known brands. For a long time, Gansu's high-quality agricultural products, traditional Chinese medicine, and light industrial goods have been excellent in quality but widely faced low market recognition and limited premium potential. Most of these quality products could only be sold as raw materials, failing to convert the region's unique resource advantages into tangible industrial benefits. This trillion-level value leap confirms the effectiveness of Gansu's brand construction, successfully transforming local resources into valuable market assets.
Deepening the Use of Geographical Indication Resources
Focusing on geographical indication resources has been a key strategy for Gansu's brand breakthrough. The province has leveraged the unique products of each county to build a comprehensive, closed-loop management system, systematically revitalizing the value of local resources. Currently, the coverage rate of geographical indication-specific logo users in the province has reached 80%, with the total output value of the entire industrial chain standing at 189.677 billion yuan. Products like Jingning Apple, Minxian Angelica, Wudu Pepper, and Kangxian Fungus have now moved beyond their previous obscurity in remote mountain areas. Standardized management and full-process traceability quality assurance have allowed these local products to gain a firm foothold in the market and earn a strong reputation, continuously driving quality improvement in county-level industries and increasing farmers' incomes, thereby building a solid industrial foundation for rural revitalization.
Comprehensive and Refined Brand Cultivation Services
Comprehensive and detailed brand cultivation services have provided a strong foundation for the growth of local brands. The total number of valid registered trademarks in the province has reached 245,700, with grassroots trademark service stations operating at the local level, covering the entire process from trademark registration and layout to rights protection. This effectively avoids risks of idle or lost trademarks, continuously raising the brand management awareness of market entities. Through the "Longzi Hao (Gansu brand) certification alliance," the province has established a mature and standardized cultivation and certification system. The first batch of 22 certified products covers multiple core industries, with cumulative sales exceeding 30 billion yuan. Previously scattered and independent local products have now joined forces, forming a highly competitive regional brand matrix, with steadily increasing overall market influence.
Quality-First Approach as the Core Principle
Gansu's brand development has always adhered to a quality-first core logic, abandoning the extensive development model that prioritizes hype over quality. Relying on a "one-stop" quality infrastructure service platform, various regions continue to guide enterprises in optimizing production processes, improving quality standards, and strengthening intellectual property protection, building a solid reputation through hardcore quality. The dividends from brand upgrading permeate the entire industrial chain, benefiting business operations, employment, and county-level development, allowing brand building to transcend mere economic benefits and encompass both livelihood and development value.
The 100 billion yuan in output value is a bright development report card and a new starting point for progress. While the scale of brands continues to expand, challenges such as industry homogenization competition, uneven product quality, and thin brand cultural connotations remain to be addressed. The industry must continue to uphold quality as the bottom line, refine brand differentiation, and deeply explore the cultural heritage of the Longyuan region, using vivid brand stories to polish the "Ganwei" (Gansu flavor) specialty card. High-quality resources are a natural endowment for regional development, but refined and quality-oriented brand management is the long-term core competitiveness. Through precise cultivation, quality deepening, and cluster-based development, Gansu is transforming local resources into industrial and market advantages. By continuing to deepen brand building, refine product quality, and amplify cluster effects, more high-quality "Longzi Hao" brands are destined to emerge from the northwest and reach the national stage, continuously injecting fresh driving force into Gansu's high-quality development.