Glassware production enterprises aspire to surpass 80 in number by 2025, while the number of supporting manufacturers aims to exceed 300. They also strive to elevate their high-end market share by 10 percent and achieve an industry output value exceeding 5 billion yuan, according to local authorities.

However, glassware firms in Qixian still face challenges in gaining recognition for their products in the international market. Despite the quality and artistry of Qixian's glassware, the brand's awareness remains relatively low on the global stage, according to company executives.

It requires a strategic approach, investment in marketing, product differentiation, access to distribution channels, and a focus on establishing a strong brand identity that resonates with international customers, said Li Jiansheng, chairman of Qixian Honghai Glass Co Ltd, a glass product manufacturer in Qixian.

Delving into the historical and cultural heritage of Qixian can be a powerful strategy to enhance the brand awareness of its glassware products in the international market, Li said, adding that by highlighting the unique traditions, craftsmanship — and stories behind Qixian's glassware — the brand can captivate the attention of global consumers and create a sense of authenticity and value.

The journey to transform Qixian's glassware companies into time-honored brands may be a winding path, but the persistence and innovation the businesses possess will help them get there eventually, Li said.

wangkeju@chinadaily.com.cn