Reviving a brand

Dongeejiao is a traditional Chinese tonic that is one of the three treasures, along with ginseng and pilos antler, in the bible of traditional Chinese medicine. [Photo by Yang Feiyue/China Daily]

To date, Dongeejiao has developed various products. "Now, we use biotechnology to make donkey hide syrup, and gelatin pastry and tablets," says Qin.

In the company's museum, one can learn about the history of donkey hide gelatin.

The donkey hide gelatin city resembles an ancient site with many old buildings.

"Our plant is a sightseeing spot," says Qin.

Dongeejiao received 300,000 visits in the first six months of 2017, and about 80 percent of visitors bought its products.

"Culture marketing is essential and can bring back value. We can grow stronger only when the whole industry prospers," he says.

To date, some classic brands, including Tongrentang in Beijing, have returned to the market to produce the donkey-hide gelatin.

Now, Qin has been charged with another responsibility of reviving other time-honored brands.

He was elected chair of a 170-member Shandong association, which was founded early this year.

At a Chinese brand expo in Shandong in early September, Qin shared Dongeejiao's experience and called upon his counterparts to embrace innovation.

As of now, 16 government ministries and commissions, including the Ministry of Commerce, have issued guidelines to boost the development of such companies.

Meanwhile, cities are being encouraged to build special business streets featuring such shops, products and services.

The Shandong government has proposed to take measures to ensure local brands earn at least 200 billion yuan a year by the end of 2020.

Qin says the support for such brands must come from the government even as he has set his sights on markets abroad.

For now, Dongeejiao has set up breeding sites in Australia, and two sites in Darwin each have more than 10,000 donkeys.

In the future, Qin plans to make inroads into Brazil, Mexico, Peru, Ethiopia, Uzbekistan and Pakistan.

Contact the writer at yangfeiyue@chinadaily.com.cn