“Flourishing, but chaotic, the agarwood industry is now facing a best and worst stage.
With the upgrading of consumption, the awareness of national spiritual consumption has risen, and the return of agarwood culture has satisfied the psychological needs of consumers. The market of agarwood is very good. The recovery of the investment market, the rapid development of the industry, the diversification of products and the expansion of the scale of transactions have made the entire agarwood industry regain its vitality. However, the fake goods are rampant, the development of the company is uneven, and the market supervision is weak, but it also pushes the agarwood industry to the forefront.
Crisis and opportunities coexist. Who can establish a standardized business model in this mixed industry, who will be able to kill a bloody way and lead the industry’s next slogan. All successful companies around the world are all.
Hainan Xiangshu agarwood, deep ploughing industry for more than ten years, through standardized base production, product technology innovation, fragrant culture The empowered “three-step strategy” created the first “China Agarwood”, which led the next slogan of the agarwood industry.
staking the land: seize the resources and establish industry barriers
As a typical representative of the resource-based industry, Aquilaria is known as “the gold in the wood, the production resources are precious, and the agarwood The reserves are the core competitiveness of industry practitioners — who has enough high-quality agarwood reserves, who has the right to speak in the industry.
On the one hand, the agarwood tree is extremely demanding on the natural environment. It is mainly distributed near the Tropic of Cancer and south of it. It is a hot, rainy, humid tropical and southern subtropical monsoon climate. In China, Aquilaria is mainly produced in Hainan, Guangdong, Guangxi, and Xishuangbanna, Yunnan, and these places have become a must for the Chinese agarwood industry.
On the other hand, the formation of agarwood is the result of nature’s unintentional interaction with time, slow fragrant and low yield, coupled with the market’s awareness of the health benefits of agarwood in recent years. The increasing demand for it makes the aloes wild resources less and less, and the high quality agarwood is increasingly difficult to find.
Under such a background, Hainan Xiangshu Shenxiang preemptively took Hainan Island as the core, radiating two major producing areas of Guangdong and Guangxi, forming the agarwood planting base circle of the Iron Triangle, and occupying the strategic commanding heights of the industry. Through more than ten years of staking, using the model of self-built planting base + farmer cooperation + research institute, the production chain of the agarwood industry of one sea and two wide has been integrated, and the integration of core resources has been completed.
First of all, Hainan Island, as the first core battlefield of Aquilaria, has irreplaceable strategic significance. Xiangshu Shenxiang takes Hainan as the base camp, and conducts concentrated research on the white wood fragrant tree resources of Hainan Island. Through screening, the best quality white wood fragrant tree seedlings are selected for key cultivation, and their own white wood fragrant tree planting base is established. Now Hainan Xiangshu The agarwood base that was planted by Aquilaria has spread all over Hainan Island and has been enriching its own resource reserves.
Secondly, for Hainan’s local family-type agarwood growers, Hainan Xiangshu Agarwood adopts a cooperative model to integrate these small and beautiful agarwood resources.
Finally, through the exploration of the scale of agarwood production in Hainan Island for more than ten years, Xiangshu Shenxiang will extend the mature development model of “company + base + cooperative + farmers” to Guangdong and Guangxi for replication and expansion. And from the selection of seedling & rarr; standard planting & rarr; scientific research, production and processing & rarr; health tourism & rarr; product sales throughout the industry chain to upgrade.
Nowadays, Hainan Xiangshu Shenxiang already owns the largest and best quality agarwood planting base in China, and has completed the core resource reserve in the world and established its own unshakable industrial barriers. .
Extreme innovation: research and development of product technology, layout of a large health market
Since ancient times, agarwood has been an important medicinal material in the prescription of Chinese medicine, and its medical value is extremely high. However, as they enter the modern society, people realize the value of agarwood, and exploit the wild agarwood, which leads to the increasingly rare agarwood, and the rising value of the water, making the application of agarwood in medicine gradually reduced.
The demand for agarwood medicine is strong, but the agarwood that meets the medicinal standards is getting less and less, despite the industry facing With such a dilemma, Xiangshu Aquilaria still faces the difficulties and rebounds. It not only re-enters the medicinal agarwood market, but also participates in the revision of the national Pharmacopoeia 2015 edition, the national forestry industry “Agarwood”, Hainan Province “The agarwood quality grade” local standards and other standards have been developed, but also entered the field of big health.
The biggest pain point in the agarwood industry has always been the improvement of the incense technology. The traditional natural way of aroma can not guarantee the standardized industrial production of agarwood, making the commercial development of agarwood always tepid.
is both a challenge and an opportunity. Hainan Xiangshu Shenxiang actively seeks change, seeks cooperation with national scientific research institutions, and overcomes the problem of fragrant incense through research and development techniques, and finally realizes the standardization, scale and industrialization of agarwood production.
It takes 8-10 years for the white wood to grow from planting to fragrant, in order to really gain. The scientific aroma technology of Hainan Xiangshu Agarwood has greatly improved the quality of the aroma production. This industrialization upgrade has greatly broadened the operation space of Hainan Xiangshu Aquilaria in the business model.
After the fragrant technology was solved, on the one hand, the production of agarwood began to enter a virtuous circle, and the supply chain entered the routine. The agarwood produced by Hainan Xiangshu Agarwood entered the Chinese medicine market with high quality standards and became a domestic Well-known medicineLong-term supplier of agarwood Chinese herbal medicine.
On the other hand, as the quality of agarwood is improved, its effectiveness is greatly enhanced. Hainan Xiangshu Agarwood extends its tentacles to the big health field ——Starting from the long-standing aromatherapy, the French top cosmetics and perfumes are the highest standards, and the products are mainly aromatherapy, including essential oils, incense, and car. And portable USB incense and so on.
In addition, Hainan Xiangshu Shenxiang has also actively expanded its cooperation with Hainan’s local scenic spots to create high-end tourism gifts in Hainan and develop Hainan’s signature handwritten letters. In the future, Hainan Xiangshu Shenxiang will also develop more new products involving big health, tourism and cultural and creative.
In order to scientifically develop and improve the product industry chain, Hainan Xiangshu Shenxiang invested a lot of financial and material resources, and at home and abroad. Well-known scientific research institutions and institutions of higher learning have comprehensive cooperation, both in product development and scientific research, are at the forefront. Xiangshu Shenxiang is also well-received, such as Hainan Province’s top ten independent enterprises, Hainan Science and Technology Awards, and Hainan Province’s leading enterprises in science and technology innovation. And its agarwood series products have been rated as the Boao Forum for Asia for three consecutive years, and won the praise of the leaders of various countries.
Cultural Empowerment: Passing the Fragrance and Creating the First Brand of Agarwood
The fragrance culture of China has a long history and is vast, and the agarwood culture plays a pivotal role.
The formation and growth process of agarwood and the role that modernity has been developed actually contain many Confucian and Taoist ideas in ancient China, and this embodiment has transcended the value brought by Agarwood itself. .
For example, agarwood must undergo trauma to form agarwood, whether external or internal, which is a prerequisite. Just like people nowadays, you must have a wealth of experience, whether it is frustration or pain, to grow and mature. Many Taoist masters, masters of Buddhism and Ascots like to smoke and burn incense in the meditation and enlightenment to reach the realm of the gods and distractions. This is also the embodiment of agarwood in spiritual values.
Comprehend the incense and benefit from the incense. In the creation of the agarwood culture, Hainan Xiangshu Shenxiang has stepped out of its own road of creation.
With the revival of the agarwood culture, the local government actively promoted and built a Hainan’s largest agarwood culture industrial park in Yanfeng Town, Haikou. The park brings together the outstanding agarwood products from Hainan, Guangdong, Guangxi, Yunnan and Southeast Asia. In the Agarwood Cultural Experience Center, it displays a series of agarwood products from Xiangshu Shenxiang Company. At the same time, it will provide aromatherapy, fragrant performance and colorful agarwood. The combination of cultures creates Hainan Xiangshu Aloes Ecological Industrial Zone, which combines health, well-being, leisure and high-grade.
In addition to leisure, Hainan Xiangshu Shenxiang invites local friends and poets to the Aloes Culture Hall. In the middle, the poetry and literary recital will be held, and the aroma will be used to make a fuss.
The display and dissemination of the agarwood culture requires a professional fragrant artist to perform, and Hainan Xiangshu Aquilaria also has an original system in professional training. In 2016, Hainan Xiangshu Shenxiang organized a large-scale fragrance artist training program for the whole country. While inheriting the traditional Chinese fragrant culture, it also trained more than 300 outstanding fragrant artists. These excellent fragrant artist resources have finally become the core strength of Hainan Xiangshu Aquilaria on the cultural journey.
Culture is the most effective way to demonstrate the value of a company’s brand. Hainan Xiangshu Shenxiang knows its roots. The troubled agarwood industry, in addition to the lack of an industry standard, lacks a voice that leads everyone, and Hainan Xiangshu agarwood has been making its own voice through its own way.
The most moving place of agarwood is its “sinking”, which contains calm and restrained qualities. In fact, whether it is to do business or to spread culture, it is necessary to “slow the temperament & mdash;— In the agarwood industry, which is immature and needs time to test, Hainan Xiangshu Shenxiang goes very step by step. “Stable, it is not necessarily the fastest one, but it must be the one that goes the furthest. .
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