The brand value assessment results for five distinctive categories within the 'Ganwei' regional public brand series have been officially announced.

At a results release conference held in Lanzhou, the brand values for Tianshui Huaniu Apple, Lanzhou Lily, Wudu Pepper, Longxi Astragalus, and Gangu Chili Pepper were disclosed, reaching approximately 27.5 billion yuan, 14.343 billion yuan, 12.909 billion yuan, 8.994 billion yuan, and 3.146 billion yuan respectively.

This event marks the second concentrated release of valuation findings for the 'Ganwei' brand series, following the inaugural evaluation in 2021. The first evaluation, conducted by a professional team from Lanzhou University, assessed six key categories, including Pingliang Red Cattle, Dongxiang Tribute Sheep, Lanzhou Plateau Summer Vegetables, Jingning Apple, Dingxi Potato, and Minxian Angelica. Cumulatively, evaluations have now been completed for 11 major 'Ganwei' regional public brands, achieving full coverage of key public brands across the province's eight characteristic and advantageous industries.

Project Methodology and Innovations

He Wensheng, Dean of the School of Economics at Lanzhou University and head of the 'Ganwei' brand value evaluation project, explained the methodological advancements. Compared to the first round, this evaluation introduced e-commerce big data text analysis for the first time, achieving upgrades in brand strength indicators, the evaluation model, and its application orientation. The project team independently developed a proprietary evaluation model, retaining the three core dimensions of 'brand strength', 'brand economic returns', and 'brand social returns', with the calculation logic based on 'brand value = brand returns × brand strength multiplier'. Notably, the 'Ganwei' model separately calculates social returns, highlighting the brand's role in driving farmer income growth and employment promotion, which distinguishes it from international commercial brand valuation methods.

Evaluation Insights and Brand Development Trajectory

The evaluation results indicate that 'Ganwei' brand development is steadily progressing from a phase of 'laying the foundation and establishing an image' into a new stage focused on 'enhancing quality and increasing value'. The brand demonstrates a positive trend of continuously rising value, expanding online market presence, and increasingly evident industrial integration. A growing number of 'Ganwei' brands are extending beyond primary production into upstream and downstream activities such as processing, sales, and cultural dissemination, accelerating the transformation from resource advantages into brand and market advantages.

Official Commentary on Strategic Significance

He Dong, Director of the Gansu Provincial Party Committee's Agriculture Office and Party Secretary and Director of the Provincial Department of Agriculture and Rural Affairs, emphasized the strategic importance of the valuations. 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 and efficiency improvements. This evaluation fills gaps in assessing categories like specialty fruits and vegetables, genuine medicinal herbs, and distinctive condiments, signifying that 'Ganwei' brand construction has entered a new phase of refined quality enhancement and value empowerment.

Context of Broader Brand Building Efforts

In recent years, Gansu Province has leveraged its resource endowments to deeply cultivate eight characteristic industrial clusters—cattle, sheep, vegetables, fruits, potatoes, medicinal herbs, grains, and seeds—while meticulously fostering a regional public brand system led by 'Ganwei'. Currently, the 'Ganwei' brand matrix encompasses 55 regional public brands and 750 enterprise trademark brands, charting a distinctive agricultural branding development path for the region.