Vibrant red apples, fresh early crisp pears, and aromatic medicinal herbs—all bearing the "Ganwei" brand label—are making their way from Gansu Province to domestic and international markets through an extensive supply chain. Since the launch of the 14th Five-Year Plan, Gansu has pioneered the creation of the "Ganwei" provincial-level regional public brand for agricultural products, establishing eight industrial clusters focused on livestock, fruits, vegetables, potatoes, herbs, grains, and seeds. This initiative has transformed the brand from local prominence to nationwide and global expansion, shifting from brand-building to market penetration. In 2024, the "Ganwei" brand drove total industrial chain sales exceeding ¥30.9 billion and topped China's regional agricultural brand influence index for four consecutive years.
**From Local Specialty to Premium Brand** At Gansu State Farms' Tiaoshan Farm, crates of early crisp pears labeled with the "Ganwei" brand undergo a streamlined process—field pre-cooling, grading, packaging, and cold-chain logistics—before being shipped to Saudi Arabia for sale in supermarkets and fresh markets.
Gansu's unique arid climate, abundant sunlight, and significant diurnal temperature variation yield high-quality produce like apples, lilies, and potatoes. To maximize their value, the provincial government has prioritized modern cold-dryland agriculture, leveraging standardized production, industrial management, and market-driven strategies to enhance competitiveness.
This year, the Department of Agriculture and Rural Affairs and six other agencies jointly issued the *Gansu Ganwei Agricultural Product Brand Management Measures*, creating a "regional public brand + enterprise trademark" matrix. Unified quality standards, packaging, and marketing have elevated "Ganwei" products from small-scale sales to global branding. Currently, 55 regional brands and 750 enterprise trademarks are certified, with 106 products listed as nationally recognized specialties. The province boasts 2,490 green and organic products and 19 national green food raw material bases. The "Ganwei" brand was also selected as a top 2025 trademark cultivation case by the China Trademark Association.
**Building a Multi-Channel Distribution Network** At Lanzhou Zhongchuan International Airport's "Ganwei" flagship store, dried lilies and buckwheat tea from across the province attract travelers. "Our integrated layout—airports, high-speed rail stations, and tourist sites—lets visitors experience Gansu's flavors upon arrival," explained a brand center representative. The province has set up 82 dedicated counters at transit hubs and 101 sales zones in scenic areas, supported by modern logistics and sales channels.
In Jingning County, processing facilities churn out apple juice, vinegar, and crisps, while cold-chain trucks prepare to export fresh fruit to over 30 countries. Recently, the first batch of Jingning apples arrived in Sydney, Australia. "Our apples used to sell cheaply, but now the brand doubles our income," said Li Junming, a local orchardist.
Gansu has established a hybrid sales network combining online and offline platforms, domestic and international markets. Over 100 authorized stores operate nationwide, alongside partnerships with chains like BHG and CR Vanguard. Wholesale hubs in Beijing Xinfadi and Guangzhou Jiangnan, plus 30 e-commerce platforms and livestreaming campaigns, further expand reach.
The province has also optimized logistics, building shared warehouses locally and setting up distribution centers in Beijing, Shanghai, and Guangzhou. The Tianjin Port operations center serves as a gateway for global exports, while overseas hubs in Singapore and Thailand target markets like Uzbekistan. This year, "Ganwei" exhibitors participated in the China-Uzbekistan and Kazakhstan-China trade fairs, fostering a cycle where exports boost domestic sales and upgrades.
**Empowering Farmers Through Branding** At Lanzhou Qilihe District's lily industrial park, a full supply chain—from fresh lily sorting to processed products like dried lilies and pastries—demonstrates value addition. "We’ve developed over 10 product categories, tripling profits compared to raw sales," said Chen Deqin, a cooperative leader.
The "Ganwei" brand uplifts rural incomes. Dingxi’s potato industry, spanning farming to processing, produces 6 million tons annually, with 20+ product lines supporting 1 million farmers. The "Pingliang Red Cattle" integrated model achieved five straight years of growth in Hong Kong and Macau exports, selling 447 head worth ¥12.6 million in 2024. Yuzhong County’s "Ganwei" highland summer vegetables increased yields by 3,000 pounds per acre, raising prices by ¥0.5 per pound and per capita income by ¥18,000.
The brand’s ripple effect—"one thriving sector energizes many"—extends to consumer assistance programs. The 2025 "Million Workers Consume Ganwei" campaign secured ¥121 million in contracts via union purchases and livestreaming, directly benefiting 23,000 households.
From the Loess Plateau to global markets, the "Ganwei" brand bridges domestic and international demand, becoming a "golden key" for rural prosperity. During the 15th Five-Year Plan, Gansu will further promote "Ganwei" exports, transitioning from brand establishment to market expansion, while highlighting the brand in investment and trade initiatives to sustain farmer income growth.