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Sinomach branding a positive role model for central SOEs


The State-owned Assets Supervision and Administration Commission of the State Council (SASAC) has released the 2021 list of excellent cases and stories of brand building of China's State-owned enterprises (SOEs). The list includes 100 model cases of brand building and 100 outstanding brand stories submitted by central SOEs and local authorities.

Sinomach subsidiaries SUMEC Group Corporation (SUMEC) and the Chinese Academy of Agricultural Mechanization Sciences (CAAMS) have been selected as role models of brand builders.

SUMEC's global branding was characterized as "Innovation-driven global branding makes a journey halfway round the world" and listed in the top 100 as was the animated video of CAAMS titled "Cotton pickers contribute to brighter future of Xinjiang".

The rankings reflect that Sinomach is continuing its efforts in brand building and further polishing brand recognition to promote its high-quality development.

SUMEC: innovation-driven global branding makes a journey halfway round the world

SUMEC Berkshire rolls out the product series "Oriental Romance" in partnership with the Palace Museum. [Photo/SUMEC]

The selected case describes the development path of Berkshire, which is an international brand of SUMEC Textile. SUMEC Textile has been specializing in the field of home textiles and household goods for more than 20 years, and has promoted the integrated development of trade, industry, technology and marketing.

Aiming for balanced development of international and domestic markets, SUMEC Textile is committed to providing customers with a high-quality lifestyle and helping them further enjoy the beauty of life.

In 2016, SUMEC acquired Berkshire Blanket (BK), the largest merchandiser, designer and importer of consumer blankets in the United States. BK updates fabrics and technologies to improve user experience. It focuses on the green development trend in the home textile field and the demands of consumers at home and abroad, optimizes the home textile industrial and supply chains, and continues to make innovations in science and technology as well as products.

As a multinational company, BK has attached great importance to teamwork and communication, and ensured smooth channels for design, marketing, sales, warehousing and logistics in the supply chain, injecting new vitality into the time-honored American brand.

At present, BK has sold 200 million pieces of home textile products in the world, and exported its anhydrous printing and dyeing series of self-developed products, capturing sales totaling 70 million dollars.

In 2021, BK achieved sales of more than 130 million US dollars around the world, and sales of more than 45 million US dollars in the Chinese market, accounting for more than 30 percent of SUMEC's home textile business.

CAAMS: cotton pickers contribute to brighter future of Xinjiang

The short video tells the story of Sinomach subsidiary CAAMS' solving the technical problems of China's cotton harvesting, development of intelligent cotton-picking machines, and promotion of ethnic solidarity and economic development in the Xinjiang Uygur autonomous region. [Video Cover/CAAMS]

Over the past 20 years, the cotton-picking machines developed by CAAMS have greatly improved efficiency in Xinjiang's cotton production and helped farmers increase yields as well as their income through continuous progress in agricultural technology.

The hand-drawn short video animation portrays the great changes that cotton pickers have brought to Xinjiang from a child's perspective, highlighting the theme of "machines create happiness". The CAAMS products are popular in cotton-producing areas in Xinjiang, and further improve the safety of cotton storage while reducing shipping costs.

Based on 20 years of efforts in the research and development of cotton-picking equipment, CAAMS continues to upgrade agricultural machinery and strives to build a national high quality commodity cotton production base, contributing to agricultural and rural modernization in Xinjiang.

Sinomach has made great efforts to explore the competitiveness of its associated brands and promote their stories in an innovative manner in a bid to boost high-quality world-wide development of the companies involved.