“Don’t donate, adopt a pocket on you. ”

Every pocket offers a Qiang woman with 6 hours’ work.

We design a pocket which is like the Qiang women’s drawing board. Qiang women can sew various Qiang pattern on the pockets of different texture, color and size.

Meanwhile, every Qiang embroidered pocket is a well-designed element, which can go with every consumer’s style. You can sew the Qiang embroidered pocket on your clothes, bags or toys. Everyone can become the advocate of the Qiang embroidery.

Through the platform of Tencent 99 Charity, we start to advertise and open purchase channels. We initiate a call to adopt the pockets through media like web advertisement, email DM and SNS so that consumers can adopt the pockets directly. After consumers’ DIY, the pockets become everyone’s own fashion item, and a medal to support Qiang embroidery as well. When the consumers show off their creative fashion via social media such as Instagram, wechat and facebook, they become the ambassador to spread Qiang embroidery.

Meanwhile we combine Qiang embroidered pocket with fashion industry and promote it in fashion shows, magazines and parties. We firstly aim at the designers and trendsetter, then to the public.

After Qiang embroidery becomes influential, it cooperates with fashion brands in releasing the Qiang series. So the Qiang embroidery has gained the sale in fashion stores and opens up the purchasing channels from ATL to BTL.

1. Via Tencent 99 Charity platform, 34000 pockets were adopted in just 1 week.

2. 486 Qiang families gained 1 year’s work with the revenue 3 times more than before, so that they could live by their own handicraft.

3. Gotten the favors of young generation, Qiang embroidered pockets exposed in the streets and social media frequently. Celebrities joined the pocket DIY which attracted the fans’ attention and followed.

4. Chinese famous clothing brands released the Qiang embroidered pocket series, which built up the connection between the handmade Qiang embroidery and factories.

5. Supported by more than 20 fashion magazines and fashion programs, the ancient Qiang embroidery came back in a trendy way.

6. We promoted the rare Qiang embroidery culture by marketing approach, and built up a long-term self-sufficient platform for Qiang people.