Shiliuyun-Xinjiang Daily (Reporter Hei Hongwei) news: China's Xinjiang is abundant in cotton resources of exceptional quality, and the rapidly developing cotton, textile, and apparel industrial clusters have brought opportunities to numerous entrepreneurs. Among them, Zhen Caizhen, who has been inextricably linked with China's Xinjiang cotton since she was 15, has transformed her passion for her career into tangible achievements over 23 years. Starting as a towel salesperson in a supermarket, she eventually founded a company to produce "Jinrou" brand series of towels and home textiles.

In 2001, Zhen Caizhen, who was born in Tianshui, Gansu Province of China, arrived in Urumqi City of China's Xinjiang, working as a towel salesperson in a shopping mall.

At that time, due to issues related to craftsmanship, raw materials, and other factors, the towels she sold often received customer feedback about problems such as shedding lint.

Zhen Caizhen keenly identified a business opportunity. "Xinjiang has such excellent cotton. Wouldn't it be even softer and more comfortable if we used it to make towels?" With this idea, she embarked on the path of entrepreneurship, determined to create her own high-quality towel brand.

Photo shows Zhen Caizhen (first from right) displays products to a customer. (Photo provided by Zhen Caizhen)

In 2012, the "Jinrou" brand emerged. Zhen Caizhen founded the Urumqi Jinrou Zhuyan Trading Co., Ltd., specializing in the home textile industry. She was well aware that only by ensuring outstanding product quality could one establish a foothold in the market. To this end, she traveled extensively throughout China to learn advanced technologies such as color collocation and knitting processes, striving to make every product under the "Jinrou" brand a masterpiece.

After the products were produced, Zhen Caizhen faced the challenge of expanding their sales reach, particularly within the China's Xinjiang market.

She chose to prioritize delving into Ili Kazak Autonomous Prefecture, which offered a larger market capacity. In 2015, she and her partners visited various supermarkets in Yining City, only to find that the shelves were dominated by other well-known domestic towel brands. This realization struck home the difficulty of breaking into this market.

"At that time, the market in Ili Kazak Autonomous Prefecture was a blank slate for 'Jinrou' product sales," she said. Faced with fierce market competition, Zhen Caizhen, who has never been one to give up easily, refused to retreat. Through unrelenting efforts, after three months, she and her team successfully opened up markets in all counties and cities of Ili Kazak Autonomous Prefecture.

Photo shows products at Jinrou home furnishing fabrics shop. (Photo provided by Zhen Caizhen)

Currently, the "Jinrou" brand has established a strong presence in the Xinjiang market, with products available in over 70 percent of supermarkets and convenience stores, including renowned local supermarkets such as Youhao Supermarket, Huijia Supermarket, and CR Vanguard. Furthermore, "Jinrou" branded products can even be found in some supermarkets in other provinces within the northwest regions of China.

When expanding the market, Zhen Caizhen had a unique trick up her sleeve. Leveraging her over ten years of experience in shelf display, she successfully transformed "Jinrou" brand towels into art pieces on supermarket shelves, captivating the hearts of consumers. "Customers of home textile products tend to have high brand loyalty, and many of them will make repeat purchases," said Zhen Caizhen. Gradually, supermarkets began to proactively seek her out, leading to an ever-widening sales network for her products.

As sales channels gradually expanded, Zhen Caizhen remained steadfast in her original aspiration of making every towel with utmost care. She was acutely aware that for the "Jinrou" brand to reach even greater heights, continuous innovation and expansion were essential. Leading her team, she dedicated herself to the development of new products, and today, "Jinrou" encompasses a diverse range of over 800 products across multiple series, including towels, bath towels, towel blankets, and high-end bedding items. Simultaneously, she placed equal emphasis on market expansion and brand building, establishing 30 home furnishing stores nationwide.

In addition to focusing on product quality and market expansion, Zhen Caizhen has also actively ventured into the cultural and creative sector. She incorporates Xinjiang elements into her product designs, crafting a series of home textile cultural and creative souvenirs with strong local characteristics. These products have not only garnered immense popularity among domestic consumers but have also shone brightly on the international stage. At the 8th China-Eurasia Expo held this year, the "Jinrou" brand's home textile cultural and creative souvenirs received high praise from both domestic and international guests.

"Although it's just towels, I firmly believe that this is a lifelong career worth striving for," said Zhen Caizhen. It is this passion and relentless pursuit of her craft that have allowed "Jinrou" to stand out amidst fierce market competition and become a leader in the home textile industry in China’s Xinjiang.

Looking ahead, Zhen Caizhen is full of confidence. She expressed her commitment to adhering to a development strategy driven by quality and innovation, continuously enhancing product quality and service levels to satisfy consumers' pursuit of a better life. Additionally, she plans to actively expand both domestic and international markets, leveraging online and offline channels to bring Xinjiang's high-quality cotton products to the world, enabling more people to experience the unique charm of Xinjiang's home textile offerings.

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