The Liangshan Yi Autonomous Prefecture in southwest China's Sichuan Province was once known for its poverty. However, it has transformed into a hub for industrial development, with burgeoning industrial parks and abundant harvests of fruits and vegetables. Recently, reporters from China Intellectual Property News (CIPN) visited Liangshan Prefecture to closely examine its cultural allure, industrial transformation, and rural beauty, all unfolding through the lens of intellectual property (IP) development.
Trademarks add color to scenery of harvest
From a high altitude, Liangshan Prefecture reveals vast expanses of snow-white "lakes" bathed in sunshine, shimmering with an eye-catching luster.
In reality, these "lakes" are rows of fruit and vegetable planting greenhouses. In recent years, Liangshan Prefecture has dedicated itself to creating trademarks for specialty agricultural products and vigorously developing the high-altitude vegetable industry. Located in Haogu Village, Sikai Town, Zhaojue County, the Fuzhao Modern Agricultural Industrial Park features bright, clean intelligent glass greenhouses covering an area of 6,000 square meters. Farmers dressed in ethnic costumes are busy tending to rows of vegetables, and boxes of vegetables bearing the "Hong Gu La Da" trademark are distributed from here to various parts of China.
Six years ago, local villager Ze Riqie leased his family's 13 acres of land and now earns a living in the industrial park. He makes over 2,000 yuan per month, excluding the income from the land lease.
Liao Wei, Chairman of the Fuzhao Modern Agricultural Industrial Park, explained to our reporters that the park has enhanced its role in connecting farmers and promoting rural revitalization through methods such as land lease and worker resettlement. In 2023, the park employed 76,000 workers, generating a total labor income of 6,790,500 yuan.
A series of product packages from the park bear the "Da Liang Shan" trademark. Since 2010, the Liangshan Prefecture Agricultural Association has been strategically planning the "Da Liang Shan" trademark, conducting brand-building events, and establishing regional public brands. This branding effort has been ongoing for over a decade, and by October 2023, the number of products authorized to use the "Da Liang Shan" trademark has surpassed 1,600.
GIs empower growth of "golden crops"
Creating geographical indication (GI) brands is a crucial strategy for developing the tartary buckwheat industry in Liangshan Prefecture. Under brand building initiatives, the tartary buckwheat industry has emerged as a key catalyst for using GIs to enhance agricultural development.
"One enterprise in our county specializes in selling tartary buckwheat products, and since obtaining authorization to use the 'Zhaojue tartary buckwheat' GI trademark, its products have become highly favored by consumers. This has significantly boosted employment among farmers," explained Jibu Layi, Deputy Director of the Zhaojue County Administration for Market Regulation. "In 2023 alone, it helped more than 2000 buckwheat farmers increase their incomes by over 3 million yuan."
Entering May, 10,000 acres of pomegranate orchards in Huili City, Liangshan Prefecture, burst into vibrant new red "clothes". Located in Guqiao Village, the Huili Modern Agricultural Park has been pioneering a joint venture model between rural collective organizations and enterprises, enabling 100% of its labor force to find jobs close to home. The village's collective operating income has surpassed 200,000 yuan, with per capita disposable income reaching 34,500 yuan. Furthermore, more than 200 households of farmers have earned over 500,000 yuan annually.
As people enter the Yousheng Community in Hongmo Town, Mianning County, they are greeted by a vast expanse of lush olive groves. In 2011, Lin Chunfu, Chairman of Mianning Peaktop Agriculture Technology Ltd., chose to cultivate green olives in the county after a detailed study of the local climate, soil, and geographic conditions. Over the past decade, Lin has continuously expanded the scale of planting and has helped a total of more than 20,000 people from 5,000 households in nearby towns, villages, and communities to engage in the olive industry.
Culture and tourism inject vigor into revitalization
Liangshan Prefecture has developed branding initiatives such as "Cool in summer - Liangshan is really cool" and "Warm in winter - Liangshan is not cool". Autonomous regions and entities have applied for trademarks including "Yi Hai" and "Luo Ji Shan", launching products and services that showcase local characteristics. Through these efforts, Liangshan Prefecture is making significant strides toward becoming a strong cultural and tourism autonomous prefecture.
Visitors wear traditional Yi ethnic costumes as they stroll and take photographs around the ancient Dashiban Village in Xichang City. "This cafe was once the village cattle pen, and the lodging house used to be a rice-beating house," explained Xiao Wenting, Chairman of the Women's Federation of the Dashiban Community. The village has embraced various renowned homestay brands, incorporating the distinctive adobe house architecture and the historic Tea-Horse Road culture into the design of homestay accommodations and restaurants. This approach provides visitors with immersive, personalized cultural and tourism experiences. To date, Dashiban Village boasts over 200 homestay houses and inns, with more than 400 households involved in their operation, and each household earning an average annual income of more than 30,000 yuan.
Jihao Yeqiu, a villager from Sanhe Village in Sanchahe Town, Zhaojue County, once lived in a small adobe house without windows. Before the Spring Festival of 2019, his family moved into a spacious and bright new house, transforming spare rooms into a kiosk. Last year, his family's income surpassed 100,000 yuan. Today, both his new and old homes have become tourist attractions, offering visitors a vivid glimpse into the dramatic transformations that have occurred.