The cashmere industry is the most powerful and representative business card of Qinghe County.

In Qinghe County, Xingtai City, the annual Qinghe International Cashmere Fashion Festival arrived as scheduled.

【 Cashmere night 】
On the evening of September 19, the finals and awards of the China (Qinghe) Cashmere Fashion Design Competition, focusing on the original design of Qinghe cashmere clothing, were successfully held in the cashmere building in a small cashmere town. Twenty-three groups of contestants unveiled their original works. The elegant and dignified clothing design showed the high-end quality and charm of cashmere.

[Opening Ceremony]

On the morning of September 20th, the opening ceremony of the 25th China Qinghe International Cashmere and Down Products Trade Fair & Qinghe Cashmere Fashion Festival was held in Qinghe Hall on the third floor of Qingcheng Hotel. Fan Yingjun, deputy head of Qinghe County, presided over the speech. Wang Junhong, the county head of Qinghe County People's Government, Pan Zongshu, president of China Animal Products Distribution Association, and Deng Suxue, deputy mayor of Xingtai City, and other important guests delivered sppeches.

At the opening ceremony, Yang Yanyan, Design Director of RITO, interpreted and released the brand image and mascot of “Qinghe Cashmere Town”.  This is the overall design and positioning of the brand of the cashmere town that Qinghe County Party Committee and the county government invited Shenzhen Industrial Design Industry Association and Shenzhen RITO SPACE design to make. It is also the debut of the new brand image and mascot of Qinghe Cashmere.

▲Design director of RITO Yang Yanyan introduced The new Brand Image and Mascot of Qinghe Cashmere 

"The charm of a city comes not only from the geographic resources, but also from the valuable industrial ecology".

Cashmere is Qinghe’s iconic product. In the past 40 years, people in Qinghe was dedicated to forming cashmere industry chain and building the world’s cashmere capital. 

With the concept of “inheritance&innovation, quality&classics”, the new logo is upgraded on the basis of the original logo. It retains the brand visual assets and changes the shape of “sheep”. The three sheep in the figure means "three sheep foretell good luck, three nutures everything."

The new logo is optimized from graphics, fonts, colors and proportions. It is more simple and fashionable. The color contrast is more fresh, bright and fashionable.

The IP of a mascot is a powerful recognition symbol and value of the brand. In the era of increasing IP consumption, the powerful IP image of a mascot allows consumers to more clearly identify brands and generate more emotional interactions. While considering how to build the Qinghe cashmere brand super IP mascot, the designer set a good story atmosphere for the source of the mascot: Qinghe Cashmere Town is a pure elf world, which preserves the beauty that mankind has lost. The eternal life was presented here. the protagonist here is a pair of brothers and sisters: Yang Jila and Yang Qianxi.

Little brother Yang Qianxi

His name means the millennial generation is brave, witty and cute, which is the younger brother in the sheep elf. It seems that he needs to be taken care of. In fact, he is careful and considerate, being given the label "brave", "quiet", "unique".

 Big sister Yang Jila

 It is a homonym with the English angel "Angela", which means good wishes. It is the big sister in the sheep elf, the fashion ICON. Her face seems strong. In fact, her heart is very soft, giving the label "goodness", "boy crazy", "fashion".

Qinghe cashmere IP image  is considered from the characteristics of horns and cashmere and then set to a unique shape. The color is bold and exaggerated, adding fun and intimacy. It has a warm and fashionable character. Through designing brand image, constructing the mascot IP, with the help of mascot IP resources to achieve the brand vision and mission, carry out more cultural derivative content, expand diversified market demand, Qinghe can build into the cashmere capital of the world, becoming the world cashmere fashion industry center. With the help of IP to promote natural, comfortable and elegant cashmere culture, Qinghe can bring people high quality of life to enjoy.

Qinghe Cashmere Fashionable Festival

The "331" action in Hebei Province was carried out in order to thoroughly implement the provincial government's "Some Policies and Measures for Supporting Industrial Design Development", focusing on designing star products, cultivating design leading enterprises, and building well-known brands. Three major manufacturing enterprises, served by Hebei Province's industrial and Information Technology department, trade associations and the relevant colleges and universities, concentrate on designing and developing three key products. Finally, one typical case of industrial design implantation was formed, namely the industrial design "331" action - aiming to highlight the emerging industries in the future development of Hebei Province,  focusing on leading enterprises and key enterprises in the industry, promoting the application of industrial design in various fields of manufacturing, and enhancing the innovative design capabilities of manufacturing industries. The brand upgrade of Qinghe Cashmere Town, Hongtai, Zhaoyou and Luling are the excellent results of making full use of industrial design to promote the transformation and upgrading of traditional enterprises. I hope that more design cooperation projects will be put into production and show the regional industrial characteristics.