A Tale of Two Cities Supporting Xinjiang

A week after the cultural festival ended, Ding Xuemin didn't rest; on the contrary, she's even busier.

"Register the Tianshan snow crab trademark?"

Batur, holding the documents, stared wide-eyed. "Director, are we really going to put up the sign?"

"Otherwise what?"

Ding Xuemin didn't even look up, searching for information on the computer. "You think the cultural festival is just for those two days of excitement?"

We need to turn fame into something tangible.

He pulled up a bunch of documents: "Look, geographical indication product certification, organic certification, we have to get all of these done."

Only by doing all this can we get a good price for our crabs and establish a long-term brand recognition in Dalian.

Batur scratched his head: "That sounds complicated..."

"Even if it's troublesome, we have to do it."

Ding Xuemin stood up. "Let's go find the experts. Their aquaculture data is key to the certification application."

On the edge of the scientific research pond, expert Zhou is recording data.

"I have all the data here."

He opened a thick notebook and saw entries on "water temperature changes throughout the year, dissolved oxygen fluctuations, feeding ratios, and crab larvae growth curves..."

The records for the past three years are all here.

The ecological aquaculture data that organic certification values ​​most, including the water quality test report for the crab-grass-bacteria system, is also complete.

Ding Xuemin looked through the densely packed numbers and felt half at ease.

"However, geographical indication certification must prove the uniqueness of our crabs."

Simply saying that the water from the Tianshan Mountains nourishes the land is not enough; we need to provide scientific evidence.

"What's the basis for this?"

"The composition of snow water is different from other water."

Expert Zhou said, "I have taken samples and compared them. Our snow water has a unique mineral content. In addition, the large temperature difference between day and night in the Gobi Desert makes the crabs grow slowly, resulting in firm and sweet meat."

All of these need to be compiled into a report.

Ding Xuemin nodded: "Then hurry up, the sooner the certification is approved, the sooner we can build our brand."

On the way back, Batur couldn't help but ask, "Director, even if it gets certified, can't we just print some patterns on the packaging?"

Why do we need to print stories too?

"You don't understand," Ding Xuemin said. "Nowadays, when people buy things, they don't just buy the product itself, they also buy the story behind it."

Why are our crabs so good? Because they're raised with snowmelt from the Tianshan Mountains, on the Gobi Desert, using wind-resistant techniques, and incorporating the cultures of various ethnic groups. This story needs to be told.

He took out his phone and showed photos from the cultural festival: Aunt Sadet tying a blessing knot, Aunt Ayiguli hanging a colorful carpet, and children laughing and catching crabs.

"These photos and these stories all need to be printed on the packaging."

The moment someone receives the box, they know this crab is something special.

Before the trademark registration was even finalized, news came from Dalian.

Manager Wang called, his voice so loud he didn't need speakerphone: "Director Ding! Our association had a meeting, and everyone is very interested in your crabs, but there's a problem: how do you guarantee a long-term, stable supply?"

Ding Xuemin was prepared: "Manager Wang, I was just about to tell you, how about we sign a direct supply agreement from the place of origin + cultural co-construction agreement?"

We guarantee the supply; you help us promote our brand in Dalian, and we'll organize joint promotions on both sides.

There was a few seconds of silence on the other end of the phone: "Tell me more about it?"

"We set up a Tianshan snow crab culture experience store in Dalian, which will not only sell crabs, but also bring our local breeding scene and folk culture there."

Your association's member companies can use our crabs to develop new dishes. We can share sales channels and integrate logistics resources.

Manager Wang laughed: "Director Ding, you've got a clever plan."

Okay, I'll bring people over next week to discuss this in detail!

After hanging up the phone, Batur looked at him with admiration: "Director, how did you manage to think of that?"

"It was forced out of us."

We are thousands of kilometers away from Dalian, and we can't compete with the coastal areas in terms of crab sales.

We need to sell something they don't have—sell stories, sell culture, sell experiences.

Two weeks later, the Dalian delegation arrived again.

This time, the event was much larger, with the vice president of the catering association, the owners of three seafood markets, and two CEOs of cold chain logistics companies in attendance.

Ding Xuemin took them directly to the breeding area.

The data screen was lit up, the camera was on, and the workers were catching crabs.

"As you can see, our crabs are traceable from seedlings to finished products."

Scanning the QR code on the packaging reveals the date the crab was introduced, the pond it grew in, water quality data, and even who fed it.

A seafood market vendor squatted down to examine the crab closely: "The color of this crab shell is darker than usual."

"Because it grows slowly."

Expert Zhou continued, "In low-temperature environments, crabs have a slower metabolism and accumulate more nutrients."

It's the same principle as saying that rice from Northeast China tastes better than rice from the South.

After visiting the breeding area, the group went to the conference room to discuss business.

Vice President Liu of the Catering Association spoke first: "Director Ding, we have studied your proposal."

Setting up an experience store in Dalian to showcase your culture is a great idea.

But we're worried about how to control logistics costs over such a long distance, and how to guarantee the survival rate of the crabs.

Ding Xuemin looked at General Manager Zhao, who was in the logistics business.

Mr. Zhao continued, "We've calculated that if we use dedicated refrigerated trucks with temperature control throughout, it can take three days to get from Xinjiang to Dalian."

With your scientific packaging methods, the survival rate can reach over 95%.

The cost is indeed high, but if we take the high-end route, we can absorb it.

"What about pricing?" a market manager asked.

"It is 30% to 50% higher than that of ordinary crabs."

Ding Xuemin bluntly stated: "But what we are selling is not just crabs, but the Tianshan Snow Water Crab brand, the story and culture behind it."

Moreover, we guarantee consistent quality.

The meeting room fell silent. The business owners exchanged glances.

Vice President Liu suddenly laughed: "Director Ding, do you know what Dalian's high-end catering industry is lacking most right now?"

"A lack of good ingredients?"

"There's a lack of stories."

Vice President Liu said, "Guests spend a lot of money on a meal, not only wanting to eat well, but also wanting a meal with a story. Your crabs have a story about the snowmelt from the Tianshan Mountains, the hardships of the Gobi Desert, and the culture of multiple ethnic groups. That's quite a story."

He stood up: "Our association is willing to sign this joint construction agreement."

That night after signing the agreement, Ding Xuemin wandered around the breeding area alone.

The trademark registration materials have been submitted, the certification application has been submitted, and the site selection for the Dalian experience store has begun.

Everything seems to be moving in a positive direction.

Batur found him and handed him a bottle of water: "Director, take a rest if you're tired."

"We can't rest. This is just the beginning."

Will the certification be approved?

Is it possible to open an experience store?

Whether the brand can truly become a success remains to be seen.

"But we've taken the first step."

Batur said, "We used to just raise and sell crabs, but now we want to create a brand. Isn't this all thanks to you leading us?"

Ding Xuemin smiled and patted Batur on the shoulder: "Let's go, we still have to design the packaging when we get back."

Aunt Sadet said the pattern on the prayer knot had to be the one she made herself, and Aunt Ayiguli said the almond pattern couldn't be printed crooked—there were so many things to worry about.