Anji, Zhejiang: Brand effect evokes bamboo industry upgrade

Since 2007, under the leadership of the county party committee and county government, Anji County's industry and commerce departments have consciously guided enterprises to inject brand cultural elements on the basis of production and processing, extended brand brand development functions to township guidance service platforms, and helped enterprises improve brand operations. Strategy, increase efficiency. At the same time, according to the scale of the company, development momentum, trademark management and other elements, there are plans, purpose, and focus to help companies create their own brands. As of the press release statistics, the county currently has 306 registered trademarks of bamboo products and 12 international registered trademarks, including 1 Chinese well-known trademark, 1 geographical indication certification trademark, and 13 provincial and municipal famous trademarks.

When it comes to brand operations, I have to mention that Anji talks about Zhuzhuang Bamboo Fiber Co., Ltd.'s advanced brand awareness and brand management strategy. It is unimaginable that bamboo was made of soft bamboo clothes worn by the body. Anji talked about Bamboo Bamboo Fiber Co., Ltd. after six years of research and development, breaking the technical difficulties, in 2003 this dream became a reality. After the new product was released, the company followed the modern marketing concept of “wine must also diligently drink”. In the past few years, it has opened more than 800 brand stores across the country, in addition to online marketing, the establishment of a tourism team bamboo fiber sales showroom, etc. The approach is comprehensive in its use of the “Talking Zhuzhuang” brand, which has now obtained the famous Huzhou trademark.

The demonstration role of brand companies such as Tan Zhu Zhuang, Zhu Tian Xia, and Yong Yu contributed to the Anji bamboo industry. They realized that pragmatic, low-key, and brand awareness can only be earned. With more money, the company can get on the fast lane of modern enterprises. For a time, "Mr. Bamboo," "Impression of Bamboo," "Mr. Bamboo," and "China Bamboo Expo Park" ... one by one, brands linked to bamboos have followed one another. From the initial OEM processing to the later self-owned brands, the brand awareness and value-added of Anji Bamboo Industry have been continuously enhanced until now, resulting in a substantial economic benefit.

To further promote the transformation and upgrading of the bamboo industry, the Anji County government has successively introduced a support policy of real money: a reward of RMB 3 million for a bamboo industry enterprise that has completed the establishment of a state-level enterprise technology center or established a national key laboratory; For the bamboo industry enterprises that have obtained national well-known trademarks or branded products through administrative means, one-time rewards of 1 million yuan will be given. The famous provincial and municipal trademarks will be awarded 100,000 yuan and 20,000 yuan respectively, the collective trademark 100,000 yuan, and the international trademark registration subsidy will be 50%. A one-time award of 100,000 yuan, 200,000 yuan and 300,000 yuan will be made to companies with annual sales of 30 million yuan, 50 million yuan and 100 million yuan respectively. At the same time, the County Finance will annually arrange no less than 5 million yuan to establish bamboo industry development regional brand marketing special funds, which will be used for branding, promotion and promotion of the bamboo area.

At the end of 2010, Anji County also convened a mobilization meeting for the transformation and upgrading of the bamboo industry, established the County Bamboo Industry Development Bureau, and issued the “Several Opinions on Accelerating the Transformation and Upgrading of the Bamboo Industry”, implementing the bamboo industry cluster development strategy and striving to reach 2015. The output value of the bamboo industry cluster reached 20 billion yuan, consolidating the position of the "owner" of Anji brand bamboo products, and building a world-class brand with bamboo culture as the core.

A small green bamboo made Anji beautiful and rich. Can you, through the construction of bamboo brand economy, continue to expand the ecological economic strength of Zhuxiang and lead the trend of global low-carbon consumption?

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