Recently, the Research Report on Brand Empowerment for the High-Quality Development of Rural Revitalization (2024) was released at a forum jointly organized by the National Institute of Advertising and Xinhua Net’s Institute of Rural Revitalization in Beijing. The Materials Company’s CHN Energy E-Procurement platform was recognized as an outstanding brand case for 2024 given its proactive exploration and achievements in providing digital technology support for consumption assistance in rural revitalization.
The Materials Company has been committed to fulfilling its social responsibility by integrating the consolidation of poverty alleviation achievements with rural revitalization efforts. Through measures including “poverty alleviation by sale promotion” and “poverty alleviation by purchase,” CHN Energy E- Procurement platform helps match high-quality agricultural and sideline products from assisted regions with urban market demands, and facilitates impoverished areas’ access to the unified nationwide market, broadening sales channels for agricultural and sideline products and increasing local farmer incomes.
As a specialized e-commerce platform, CHN Energy E-Procurement undertakes the mission of rural revitalization. It has supported over 30 merchants across 12 counties, listing over 3,000 products and achieving annual sales of approximately RMB 100 million. In addition, it has facilitated sales exceeding RMB 58 million for enterprises in aided regions to more units beyond CHN Energy. During the 2024 “United Dedication for Rural Revitalization in Yi Ethnic Minority Regions” consumption assistance shopping festival, CHN Energy E-Procurement collaborated with e-commerce platforms including JD.com to hold live-streaming sale promotion activity for selling agricultural and sideline products. Unique products from regions such as Liangshan Yi Autonomous Prefecture of Sichuan Province, Mizhi County of Shaanxi Province, and Ningcheng County of Inner Mongolia Autonomous Region, were quickly sold out, promoting local specialties like mutton of Youyu City, millet of Mizhi County, apples of Ningcheng County, and Tibetan sheep of Gangcha County to more customers, thus enhancing brand visibility and influence. Moreover, CHN Energy E-Procurement Employee Market provides an additional online shopping channel for employees to aid poverty alleviation that offers quality products without increasing prices. It encourages CHN Energy employees to buy products from aided regions through various means, including centralized procurement by labor union and personal purchases, which contributes to stabilizing production and increasing incomes for assisted farmers and meeting the demand for high-quality agricultural and sideline products among CHN Energy employees.
