Don’t donate, adopt a pocket.

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 different fashion items. For example, you can sew the Qiang embroidered pocket on your clothes, bags or toys.

We bring the UGC model to design so as to make the Qiang embroidered pocket become redesigned. Everyone who adopts the pocket can create their own fashion item by their own styles.

Through the platform of Tencent 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 charity platform, more than 50,000 pockets were adopted within just 3 months, providing one year work for 810 families,and the families can earn 3 times more than before.

2.Qiang embroidery pockets have gained significant attention from the fashion designers, in the recent Qiang embroidery Fashion show during the Shanghai Fashion Week, more than 20 celebrities and super models have shown their supports to the pockets, while more than 100 media reported the news.

3.The Qiang pockets have become popular to the youth and gained frequent exposure in the street and social media. The celebrities joined the pocket DIY, raising fans’ concerns and follow.

4.Famous garment brands have produced clothes in Qiang embroidery, building up the connection between the manual Qiang embroidery and the factories.

5.We have successfully promoted the precious and rare Qiang embroidery culture by using a marketing approach, and have also built up a long-term self-sufficient platform for