Recently, China Shenhua’s Xinjiang Energy had its case One Body, Two Wings Forges a New Benchmark for the Xinjiang Coal Brand was included in the Compilation of China Brand Excellence Cases. This selection marks a substantial breakthrough in the company’s deep integration of brand value with its products and provides a replicable model for traditional energy enterprises seeking transition from product-based competition to brand-based competition.
The core case underpinning this selection is a vivid demonstration of the company’s innovative One Body, Two Wings brand-building model, which was developed based on the actual conditions of coal industry brand development. This model has successfully guided the creation of key sub-brands such as Xinjiang Coal No. 5 and Heishan Premium Blended Coal. Taking Xinjiang Coal No. 5 as an example, the team conducted thorough market and customer investigation and adopted precise product positioning as the Body. On the one hand, they enforced rigorous standards across the entire value chain, from mining techniques, washing and processing, to quality inspection, thereby meeting the quality standards. On the other hand, they unified the brand image across product packaging, promotional activities, and customer service, thus shaping the brand identity. These Two Wings worked in parallel to achieve synergy. The same model was also successfully applied to other core sub-brands such as Heishan Premium Blended Coal. With institutional support from the three systems of concept, structure, and management, the products’ pricing premium and market recognition have made great progress, effectively confirming the feasibility and replicability of the model from theory to practice.
The company has long been committed to the goal of “building a first-class, clean, low-carbon comprehensive energy brand”, positioning itself as the “main force driving the rise of Xinjiang coal, the leader in green transition, and the enabler of a better life”, and has advanced its brand strategy. On the product side, Xinjiang Coal No. 5 and Heishan Premium Blended Coal have become widely known; on the project side, the Wudong Coal Mine as an intelligent benchmark, the Tianshan Railway as a key energy supply route, and the Yucheng system running at high efficiency have consistently demonstrated the company’s brand strength; on the technology and public welfare side, the achievements in Zhiheng anti-vibration technology and the professional commitment of the national mine rescue team have received broad social recognition. In addition, the company has launched the Little Snow Lotus IP image, using cultural symbols to enhance brand communication and fostering a co-created and shared brand ecosystem with stakeholders. As a result, brand awareness, recognition, and identification have been steadily increasing.
