Hainan's 'fragrant valley' has sweet smell of success

Creating brand image

Launched last year, the Miss Chen label aims to carve out a distinctive identity and boost the reputation of Hainan agarwood both domestically and on the global stage.

A sub-brand of Hainan Minghe Agarwood Industrial Co, Miss Chen is backed by a team of young marketing talent, comprised of overseas returnees and experienced professionals. The brand's mission is to offer the younger generation their first encounter with the essence of Hainan agarwood, the company said.

Miss Chen products, including essential oils and fragrant powders, are sold in major Chinese cities, and its signature moxibustion sticks and essential oils are popular in Europe and the Middle East, according to Song Chun, 36, founder of Miss Chen International Co.

The brand is deeply rooted in the heritage of Hainan's agarwood culture, he said.

"Our guiding principle is the fusion of this rich cultural legacy with contemporary fashion concepts, driving our inspiration for product innovation," said Song.

"We pride ourselves on fostering an environment of innovation within our team, with a keen focus on our target audience and the creative evolution of Hainan agarwood."

Miss Chen's business strategy involves the sale of products through online e-commerce and offline stores. The brand leverages the power of short videos, product showcases, and other formats.

Song said he wants to ensure the integrity of the product through "standardized raw material coding", an initiative designed to uphold the transparency of origin, raw materials, and the year of production. "Our ultimate goal is to establish a standardized production process and a scientifically traceable product system, thereby ensuring the utmost quality and authenticity," he said.

Hu, Hainan Minghe Agarwood's president, said, "Only with robust production capacity, solid traceability, and a testing system, can Tunchang agarwood establish a competitive local brand, so as to increase the added value of its products."

Although the scale of planting, product formats, business models and industrial agglomeration in Tunchang still need to be improved, Hu believes that the county's agarwood industry is on the path to sustained success.

The county has natural advantages in its hilly terrain, the right climate and soil, and being shielded from the impact of typhoons, "which further ensures the stable and steady growth of these valuable tropical trees," Hu said.

But for Hu, in his 60s, agarwood planting is not just a means of making a living, but a passion and pursuit to help others.

"It has become an integral part of my life, shaping my identity and purpose.

"My aspiration is for the agarwood industry in my home county to thrive, extending the reach of agarwood into the lives of more people and bringing prosperity to local farmers," he said.

chenbowen@chinadaily.com.cn