Results from the value assessment of the "Ganwei" series of regional public brands have been officially released, with the total valuation of five representative brands, including Lanzhou Lily, exceeding RMB 66.892 billion. This significant figure highlights the profound heritage and strength of Gansu's distinctive agricultural sector.
The province has been focusing on developing eight characteristic and advantageous industrial clusters in cold and arid agriculture. Efforts have been directed towards solidifying the foundation of product quality internally while enhancing the overall brand image externally. The province has continuously strengthened three supporting systems: monitoring of the production environment, evaluation of nutritional quality, and traceability of quality and safety.
The "Ganwei" brand matrix now encompasses 55 regional public brands and 750 enterprise trademark brands. The "Ganwei" brand itself has consistently ranked first on the national index of the top 100 regional agricultural image brands in terms of influence for five consecutive years.
Conducting brand value assessments is a crucial measure for evaluating the effectiveness of brand cultivation, standardizing brand operation and management, and empowering industries for quality improvement and efficiency gains. The province initiated its first round of regional public brand value evaluation in 2021, completing assessments for six key categories.
In 2025, the second batch of brand value evaluations was organized. A research team led by Professor He Wensheng, Dean of the School of Economics at Lanzhou University, selected five regional public brands for comprehensive evaluation. This round filled evaluation gaps for categories like specialty fruits and vegetables, genuine medicinal herbs, and distinctive condiments, achieving full coverage of evaluations for key public brands across the province's eight characteristic and advantageous industries.
According to the calculations, the brand values for the five categories are as follows: Tianshui Huaniu Apple is valued at RMB 27.5 billion, Lanzhou Lily at RMB 14.343 billion, Wudu Pepper at RMB 12.909 billion, Longxi Astragalus at RMB 8.994 billion, and Gangu Chili Pepper at RMB 3.146 billion.
This evaluation continued to employ three core dimensions—"Brand Strength," "Brand Economic Returns," and "Brand Social Returns"—with refined indicators. This approach intuitively reflects the brand's premium pricing capability and its effectiveness in enriching people and increasing incomes, providing authoritative value endorsement for the expansion of "Ganwei" products both domestically and internationally.
To date, the province has completed value evaluations for a total of 11 key "Ganwei" regional public brands. This establishes a framework that began with the initial round to set the structure, was optimized and upgraded in the second round, and now achieves comprehensive coverage of key categories. This progression marks a new phase for the "Ganwei" brand development in Gansu, transitioning from scale cultivation and quantitative management to refined quality enhancement and value empowerment.