A recent provincial conference on advancing the "Ganwei" brand initiative outlined the work strategy and key tasks for the upcoming year, signaling a drive to achieve new successes through dedicated efforts. The campaign to expand the market presence of the "Ganwei" brand is gaining momentum, progressing steadily and confidently, becoming the most uplifting theme of the spring season.
Over the past year, the province has consistently treated the "Ganwei" brand as a crucial vehicle and tool for modern agricultural industrial development. Efforts to build the brand, expand market reach, and increase benefits have been intensified, strongly promoting the "Ganwei Out of Gansu" and "Ganwei Goes Global" initiatives. Annual sales of "Ganwei" agricultural products reached 41.2 billion yuan, a year-on-year increase of 33.3%. The "Ganwei" brand secured the top position in China's regional agricultural brand influence index for the fifth consecutive year.
Through collaborative efforts and unified action, senior provincial leaders have planned and deployed strategies, with responsible leaders actively promoting marketing. A series of progress meetings have been held, guiding the formulation of management and marketing incentive measures for the "Ganwei" brand. The province has taken the lead nationally in establishing a comprehensive policy system for agricultural product branding and a coordinated advancement mechanism with clear responsibilities and list-based management. This approach has received full affirmation from the Ministry of Agriculture and Rural Affairs, the State Administration for Market Regulation, and the National Intellectual Property Administration, as well as broad recognition from various sectors of society.
Multiple departments are working together towards the common goal of building the "Ganwei" brand. The Provincial Publicity Department, Department of Commerce, and Foreign Affairs Office have issued work plans for brand promotion, e-commerce sales initiatives, and overseas expansion, respectively. The Provincial Financial Office has guided financial institutions to introduce "Ganwei Loans," while the Department of Finance has allocated funds to support brand development. The State-owned Assets Supervision and Administration Commission is promoting institutional reforms and innovation within "Ganwei" companies, facilitating activities to introduce "Ganwei" products into central state-owned enterprises.
Moving forward steadily, the Department of Agriculture and Rural Affairs is taking the lead in strengthening foundations and driving the upgrading of the "Ganwei" industry. The implementation of the "Action Plan for Building a National Pioneer Base for Modern Cold-Arid Characteristic Agriculture" has been approved, involving 9 national-level industrial clusters, 12 modern agricultural industrial parks, and 56 industrial powerhouse towns. The eight major industrial clusters—covering cattle, sheep, vegetables, fruits, potatoes, medicinal herbs, grains, and seeds—have continuously expanded in scale, extended industrial chains, improved quality, and increased efficiency. The total output value of the entire industrial chain exceeded 620 billion yuan last year, further amplifying the influence of the "Ganwei" brand.
As the main operators of the "Ganwei" brand, the Gansu State Farm Group and "Ganwei" companies are expanding markets, building the brand, strengthening foundations, and promoting production and sales. They are accelerating the expansion of offline authorized stores and dedicated sections, optimizing management mechanisms, and creating the "Party Spirit Ganwei" party-building brand to enhance operational capabilities. A live-streaming base and product selection center have been established in Hangzhou, continuously expanding the brand's influence.
Various departments are providing platforms and support for the development of the "Ganwei" brand. The Provincial Market Regulation Bureau has supported the formulation and revision of 52 local standards for "Ganwei" products. The Provincial Department of Culture and Tourism has invited top live-streamers and organized local internet influencers to promote "Ganwei" products online. The Provincial Trade Union Council organized the "Millions of Employees Consume 'Ganwei' Agricultural Products" campaign, with purchases reaching 649 million yuan in 2025. The Provincial Women's Federation hosted the "Sister Gansu Brings Ganwei, Gansu Goods with Superior Quality" event, igniting widespread consumer enthusiasm. The Provincial Postal Bureau provided one-stop solutions including "on-site services" and "customized logistics," assisting in the sale of 70 million agricultural products worth 5.99 billion yuan. Lanzhou Customs optimized clearance services, opening a green channel for immediate inspection of fresh agricultural products.
A three-tier linkage system has been established to form a brand matrix. The principle "Ten brands are hard to remember, but one brand can make a noise" guided the careful cultivation of a "Ganwei" brand system featuring coordinated development at three levels: provincial public brand, city/county regional brands, and enterprise trademark brands. A management mechanism for entry and exit was implemented last year, resulting in the removal of 6 regional public brands and 85 enterprise brands, while expanding the range of processed products. A higher-standard "1+55+750" brand matrix was constructed, with 13 "Ganwei" regional brands selected for the Ministry of Agriculture and Rural Affairs' premium brand cultivation plan, ranking fifth nationally. Strict quality control was maintained, completing quality evaluations for 70 products including "Pingliang Red Cattle" and value assessments for 10 brands. The province now boasts 2,518 green, organic, and geographical indication agricultural products.
Various cities and prefectures attach great importance to the flourishing development of the "Ganwei" brand. Longnan City improved its hierarchical cultivation mechanism for the brand, nurturing 7 regional public brands and 114 enterprise trademark brands, the highest numbers in the province. The "Longnan Olive Oil" regional public brand and four enterprise trademark brands including "Kangxian Taiping Chicken" were selected as provincial典型案例. Last year, 43 stores outside the province and 4 overseas warehouses were established, with "Ganwei" agricultural product sales reaching 7.2 billion yuan.
Zhangye City, led by the "Ganwei" brand, focuses on developing China's core technologies and building an international presence. The city's corn seed production area reached 1.14 million mu last year, yielding 534 million kilograms of seeds, with a total industrial chain output value of 12 billion yuan and a brand value of 20.8 billion yuan. It pioneered seed quality certification nationally, with Zhangye corn seeds exceeding international standards in germination rate, purity, and cleanliness, ensuring export competitiveness from the source.
Dingxi City took the lead in establishing a mature system for the entire "Ganwei" brand industrial chain. Four regional brands—"Dingxi Potato," "Longxi Astragalus," "Minxian Angelica," and "Weiyuan White Strip Codonopsis"—were included in the ministry's premium brand cultivation plan. Empowered by "technology + standards," "Dingxi Potato" created the hit product "Dingxi Wide Noodles," with potato income accounting for 34% of the per capita net income of farmers in main production areas.
Qingyang City innovatively practiced a "tri-directional circular" agricultural model, setting a benchmark for high-end livestock and fruit brands in the province. The apple industry, in particular, focused on variety, quality, and brand, with the "Qingyang Apple" brand value rising to 7.052 billion yuan.
Counties and districts are enhancing the "Ganwei" brand. Jingning County improved the quality and efficiency of "Jingning Apple," leading national apple origin purchase prices for 19 consecutive years. Wudu District saw 35 enterprise trademark brands selected, with "Wudu Pepper" included in the ministry's premium brand cultivation plan; online and offline sales reached 5.64 billion yuan last year. Minqin County's "Minqin Melon" successfully entered the 2025 China Regional Agricultural Industry Brand Top 100 list. Minxian County built a golden招牌 for genuine medicinal materials, with the entire industrial chain exceeding 10 billion yuan. Guanghe County established 78 authorized "Lamb Meat" stores nationwide and opened over 80 online shops.
Enterprises are seeing increased efficiency, and farmers are gaining higher incomes. "Tianshui apple, Zhangye pear, Lanzhou lily surpass jade!" introduced Mi Fajun, General Manager of Lanzhou Mijiashan Lily Co., Ltd. The company, serving as the head of the Lanzhou Lily Association, built a benefit-linking mechanism connecting companies, cooperatives, and farmers. It continued to expand the influence of the "Ganwei + Lanzhou Lily + Mijiashan" brand matrix, driving the rapid development of the lily industry across the province. The output value of lilies in the core Qilihe area exceeded 1 billion yuan, with the "Lanzhou Lily" brand value surpassing 6.1 billion yuan. Both origin purchase prices and market sales prices increased by over 90% compared to 2023.
The company established a 1,250-mu standardized planting base and created an integrated service system covering technical guidance, field management, and e-commerce operations. It implemented contract farming and protective price procurement, radiating to over 2,000 farmers cultivating 2,500 mu of lilies, increasing household income by an average of 28,000 yuan. Annual procurement and processing reached 800 tons of lilies. Leveraging platforms like JD.com, Douyin, and Pinduoduo, annual sales of fresh lilies, dried lilies, etc., reached 26.43 million yuan, with a repurchase rate of 70%, covering regions like the Yangtze River Delta and the Greater Bay Area. Offline expansion into supermarkets, high-end catering, and specialty stores achieved a direct supply rate of 85% for fresh lilies, with sales of 25.74 million yuan. Total omnichannel sales broke through 52.17 million yuan. The company provided 60 fixed positions and 150 seasonal jobs, routinely assisting 450 farmer households with employment opportunities near their homes.
Mijiashan Lily is an example of Gansu's "Ganwei" agricultural products expanding into markets.
"Ganwei Out of Gansu" involves expanding distribution points. Last year, the province intensified the construction of a multi-dimensional market system, continuously held "Ganwei" New Year sales festivals, and newly established 8 operational centers in external major markets, 6 dedicated sections in chain supermarkets, 43 stores, 15 front warehouses, 6 online flagship stores, and 100 counters in scenic spot hotels. The numbers of stores inside and outside the province, e-commerce platforms, and online enterprise specialty stores reached 106, 30, and over 2,800, respectively. Guided by investment promotion and key events, the province held 71 "Ganwei Out of Gansu" series events, with "Ganwei" related topics garnering over 1.5 billion views. Eastern provinces, municipalities, and designated assistance units purchased and helped sell 9.75 billion yuan worth of agricultural products.
"Ganwei Goes Global" is breaking through barriers. Multiple departments collaborated to address export market fluctuations, focusing on stabilizing existing markets, expanding new ones, and tapping potential. Two overseas exhibition and sales centers and five storage centers were built, promoting the optimization of the export product structure and the expansion of varieties and regions. Last year, the province's agricultural product exports reached 3.51 billion yuan, sold to 112 countries and regions. Onion exports increased by 64.4% year-on-year, and 35 types of products like sea buckthorn juice and melons were exported for the first time to multiple countries and regions. Jiuquan City enhanced the international exposure of the "Ganwei" brand through the "Dunhuang Culture Global Link" event, reaching 16 countries across five continents.
Spring is the time for plans. This year, the province will further optimize supply chains, explore new sectors, and broaden channels, polishing the "Ganwei" brand. Success will be measured by actual achievements and effectiveness, ensuring farmers share in the fruits of agricultural modernization and contributing Gansu's answer to modern agricultural industry development and rural revitalization.
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