Traditional industry's success stems both from skilled craftsmanship and advancements in automated production
Skilled workers of Qixian Honghai Glass Co Ltd make export-bound glassware products in Qixian county in Shanxi province in 2023. (WU ZUNMIN / FOR CHINA DAILY)
Three hundred years ago, a group of local merchants from North China's Shanxi province forged an ancient tea road — a daring quest that would span over 10,000 kilometers across the vast Eurasian continent. Their mission? To take the exquisite flavors of Chinese tea to the world. Unbeknownst to them, their footsteps also retraced the secrets of a foreign craft.
The intricate artistry of the glassware they brought back from distant lands found a fertile ground in Shanxi's Qixian county, where it took root, flourished and wove its own narrative that continues to unfold to this very day.
We now better understand technology and are able to modify the machinery to better suit the production needs ...
Liang Wensheng, marketing director of Shanxi Dahua Glass Industrial Co Ltd
There are 53 glassware production companies in Qixian, making over 8,000 product varieties such as tea sets, candlesticks, vases and lamps, said Zhang Fushuan, director of the county's transformation and reform promotion center.
Last year, these manufacturers produced 250,000 metric tons of glassware products, valued at an estimated 2.3 billion yuan ($321.1 million).
Almost 70 percent of such products are exported to over 80 countries and regions, including the United States, Japan and South Korea, as well as economies involved in the Belt and Road Initiative, Zhang said.
The Qixian glassware industry's success stems from its workers' skilled craftsmanship, which has been passed down for decades, and advancements in automated production that help meet the market's increasing demands.
Within workshops of Qixian Dongyu Glassware Co Ltd where the glass furnace remains heated at a scorching 1,500 C, no molds are employed in the creation of distinctively shaped glassware, said Li Hu, head of the company.
A view of Qixian Honghai Glass Co Ltd's glassware products in Qixian county in 2023. (WU ZUNMIN / FOR CHINA DAILY)
Instead, the workers' experience and skills gained over the years are key, allowing them to precisely control the thickness and length during glassblowing, Li added.
The crucial first step is the gathering of the glass, as gathering too much of it will result in excessively thick and aesthetically unpleasing products, said Lyu Yujie, a technician at the company.
During the blowing process, workers must simultaneously blow and swiftly rotate the blowpipe, allowing the glass to take shape evenly, Lyu added.
Once the basic shape of the cup is formed, additional glass is gathered for the challenging process of stretching. As soon as the glass solution comes into contact with air, it cools rapidly. The glassblowers must continuously rotate the cup in one hand while stretching it with a pair of pliers, Lyu said.
Highly skilled workers can ensure that glassware does not remain in their hands for more than 10 seconds and are able to regulate the thickness and length range to within 0.2 millimeter, Lyu said.
Qixian produces 2 billion exquisite glassware pieces annually, or a 27 percent share of the global handblown glass industry.
Particularly noteworthy is the fact that Qixian's handblown highball glasses account for over 80 percent of the nation's such glassware exports, according to Zhang.
Thanks to its high quality and aesthetic appeal, Qixian's glassware products have made a mark at various international events such as the G20 Summit, the Belt and Road Forum for International Cooperation and the Qatar World Cup, Zhang added.
Skilled workers of Qixian Honghai Glass Co Ltd make export-bound glassware products in Qixian county in 2023. (WU ZUNMIN / FOR CHINA DAILY)
Transformative journey
The workers' attention to detail and artistic flair infused into each piece make Qixian's glassware stand out in a highly competitive global market. Yet, amid its allure, there is the twin challenge of limited output and elevated production expenses.
Undeterred, the local industry has embraced the essence of handblown glassware while embarking on a transformative journey, channeling massive investments into advanced production lines.
The glassware industry in Qixian has adopted automation to propel its growth and meet the increasing demands of the market, said Liang Wensheng, marketing director of Shanxi Dahua Glass Industrial Co Ltd.
Liang stressed that cutting-edge technologies and automated processes have streamlined production, enhancing efficiency and ensuring consistent quality.
The company invested 368 million yuan to introduce high-end equipment that employs an intelligent control system. The system characterizes real-time collection and smart analysis of production data throughout the whole link, to help explore new designs and scale up production, Liang added.
Moreover, the company has hired more than 20 researchers and devotes 5 to 8 million yuan annually to research and development, Liang said, noting that the company has set up its own factory to manufacture equipment components.
"We make the machine parts ourselves because importing them from overseas is very inconvenient and time-consuming," Liang said. "We now better understand technology and are able to modify the machinery to better suit the production needs, thanks to the manufacturing experience we have accumulated over the years."
Qixian has also forged alliances with 28 top domestic universities including Tsinghua University, Peking University and Beijing University of Technology, making groundbreaking strides in academia-industry research collaboration, said Hu Xiaofeng, director of the glassware industry development center in Qixian.
The fruits of their labor are evident as they have successfully developed lead-free crystal glass, alongside pioneering 22 intelligent manufacturing equipment, such as automatic stretching machines and laser cutting machines. This has propelled the entire industry toward a digital transformation and fueled growth potential, Hu said.
More than a dozen automated production lines have been built in the county, said Li Qiang, deputy director of the Qixian Industry and Information Technology Bureau, adding that several projects are in the pipeline.
In addition, Qixian has invested 30 million yuan to establish a national glassware product quality supervision and inspection center to ensure product quality, Li said.
Skilled workers of Qixian Honghai Glass Co Ltd make export-bound glassware products in Qixian county in 2023. (WU ZUNMIN / FOR CHINA DAILY)
This facility boasts state-of-the-art inspection and testing equipment, complemented by the expertise of renowned experts and professors. With this robust foundation, Qixian is poised to forge a path toward crafting exquisite masterpieces of glassware, Li added.
Qixian entrusts the high-end and personalized creations to the dexterous hands of artisans, while reserving the domain of simplicity and standardization for the precise prowess of machines. This approach not only ensures the quality of products while meeting market demand, but also preserves the unique essence that sets them apart.
During the spring session of this year's China Import and Export Fair — also known as the Canton Fair — in Guangzhou, Guangdong province, many local and international merchants were drawn to the more than 40 glassware firms, showcasing over 7,000 products.
Local government statistics showed that global buyers placed more than $60 million worth of orders at the trade event, setting a record.
"In addition, the local authorities provide facilitation for businesses to take part in major international exhibitions such as the Gulf Glass Exhibition in Dubai, Messe Frankfurt and Asia-Europe Expo to help explore overseas markets," said Liu Jiangping, director of Qixian Seefully Glass Co Ltd.
Glassware firms like Seefully in Qixian have also been actively utilizing e-commerce platforms to enhance their market presence, secure more orders, and expand their customer base, Liu said.
"E-commerce platforms provide valuable insights into customer behavior, preferences and market trends through analytics and sales data. We can leverage this information to optimize the product offerings, pricing strategies, and marketing campaigns to better align with customer demands," Liu added.
Li of the industry and information technology bureau said that with an annual growth rate of 20 percent, Qixian currently boasts over 1,500 online retailers of all kinds, including over 260 cross-border e-commerce stores.
The Qixian government has built an e-commerce service center that offers comprehensive services including marketing, advertising, technical maintenance, warehousing, and logistics to firms engaged in glassware e-commerce, Li said.
The e-commerce service center, which spans 3,000 square meters, has various functional divisions such as an e-commerce live area, a big data center, a business negotiation area, a business incubation center and an e-commerce training center, Li added.
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.
