How can Lanzhou Kushui Rose be built into a world brand? Cao Shan explains
Cao Shan (left) introducing the rose essential oil cosmetics produced by the company to guests
"I have studied and worked in Lanzhou for more than 30 years. I am a true Lanzhou local, and beef noodles are an indispensable food every day." Cao Shan recently said in an interview with reporters at the Beijing marketing department of Gansu Natural Rose Biotechnology Co., Ltd. in Shunyi, Beijing.
Cao Shan was admitted to Lanzhou University in 1988 to study computer science. After graduation, he stayed in Lanzhou to work, having been engaged in sales of computers, fire engineering equipment, air conditioners and other products. He is now chairman of Gansu Natural Rose Biotechnology Co., Ltd. The company he founded is in Lanzhou New Area, mainly researching and developing high-quality varieties of "Lanzhou Kushui Rose" with a unique Asian fragrance, with rose essential oil, rose absolute, rose water and dried rose buds as its main business, and auxiliary development of rose hotels, rose real estate, rose cuisine and the rose tourism industry.
Rose essential oil is the most expensive essential oil in the world and is known as the "queen of essential oils." Cao Shan's connection with roses began with an accidental encounter 13 years ago. In 2003, during the picking season for "Lanzhou Kushui Rose," while on a business trip he passed through the rose production area and saw roses blooming everywhere, but was surprised to find that no one was picking them. After asking around, the farmers told him that the purchase price of roses at that time was only 5 mao per jin, and the income from one mu of land was not enough to pay the labor costs for hiring people to pick them. "At that time, the market price of rose essential oil had already exceeded 9,000 yuan per jin, which showed that the market prospects for roses after deep processing were very good," Cao Shan said.
"The purchase price of roses was too low, which not only damaged farmers' enthusiasm for planting but also caused rose-growing farmers to lose their sense of direction for development." Seeing and hearing all this made Cao Shan, who was good at seizing business opportunities, restless. He immediately began consulting books such as "Compendium of Materia Medica" and asking experts to learn about the habits and uses of roses.
"Rose essential oil can regulate women's endocrine system, nourish the uterus, relieve menstrual pain, and improve discomfort during menopause. In particular, it has a very good effect in beauty and skin care, and is the aromatic essential oil most suitable for women's health care." Cao Shan gained a preliminary understanding of roses and the uses of rose essential oil. "It took me more than 3 years to investigate the market. At that time, most of the Kushui rose production area was engaged in simple workshop-style processing." Cao Shan said that at this point, he conceived a great idea: if Kushui Rose was to truly become bigger and stronger, it must take the industrial development path of "turning flowers into oil," and the key to "turning flowers into oil" was to develop and expand leading enterprises.
However, from a computer science background to researching and developing rose essential oil series products, Cao Shan's theoretical knowledge was a blank. "Because the scientific research knowledge taught by the teachers was too specialized and I could not understand it for the time being, I could only copy it all down and take it home to study slowly. I have always kept these handwritten scientific research materials; they are the wealth that made my career possible!" Cao Shan said with gratitude.
"I want the Kushui rose products I have devoted my heart and blood to developing to be understood by more people and used by more people, and to let the farmers who grow roses earn money." This is Cao Shan's greatest wish.
In 2008, Cao Shan began to enter the rose industry, formed his own company, went to the fields to purchase rose buds, and developed multiple varieties for food, medicinal, daily chemical industry and other uses. In 2011, with the development and construction of Lanzhou New Area, Cao Shan's company carried out large-scale construction in the new area and successfully completed construction and put into production according to plan. In 2015, output value reached 100 million yuan, and this year output value is planned to exceed 200 million yuan.
"For an enterprise to develop and grow, it must not only establish a brand at its doorstep, but more importantly, promote our local brand to the national and even international market." Cao Shan said with full confidence. Therefore, at the beginning of this year, the company established a Beijing marketing department and launched an online sales platform. Cao Shan told reporters: "The Beijing market has a radiating and leading role for the whole country. We will sell high-quality products to consumers from all over the capital and build the brand of Lanzhou Kushui Rose products. At the same time, with the help of the Beijing marketing platform, we will connect with the international market and sell the Lanzhou brand overseas."
With Lanzhou as the core and Beijing as a major platform, at present, the rose essential oil products produced by Cao Shan's company have already been sold to Bulgaria, France, Japan and other countries. Because of their unique Asian fragrance, Lanzhou Kushui rose essential oil is very popular among consumers in the international market. "Lanzhou Kushui Rose has the strength to build a world brand, and this is also the direction we are working toward!"