'Full Power' drives rural revitalization in Binzhou, Shandong

From humble workshops on the Lubei Plain in Shandong province to a global benchmark in high-end carpet manufacturing, Yangxin county's carpet industry has turned a single strand of wool into an annual output worth hundreds of millions of yuan (over $14.8 million), forging a path of rural revitalization that blends traditional craftsmanship with modern technology.

At the heart of this transformation is reliable supply of electricity. State Grid Binzhou Power Supply Company has powered the rise of Ruixin Group — now China's largest handmade carpet manufacturer — from a small welfare factory founded in 1988 into an industry leader whose products are sold in more than 60 countries.

Yangxin's carpet weaving skills were inscribed on Shandong province's fifth list of provincial intangible cultural heritage projects in November 2021. State Grid Binzhou Power Supply Company has ensured that this heritage tradition thrives in the modern era powered by electric energy supply — a leap from "made in China" to "created in China".

In the early days, Ruixin Group's predecessor, the Xiaosang Welfare Carpet Factory, struggled with outdated equipment and limited capital. State Grid Binzhou Power Supply Company extended a 10 kilovolt power line to the factory, giving the enterprise the power it needed from day one of its operation.

When Ruixin Group launched China's first fully digital intelligent production line for handmade carpets in 2015, State Grid responded with a tailored power supply plan. The power company built and upgraded 12.6 kilometers of power lines and added seven distribution transformers, creating a robust electrical foundation for Ruixin’s expansion.

Inside Ruixin Group's smart workshop, fully automated needle-punching equipment runs at high speed alongside precision digital robotic production lines, boosting the efficiency of traditional handmade carpet manufacturing more than tenfold.

"Our partners value our quality, reputation, and production capacity," said Huang Chunsheng, chairman of Ruixin Group. “A continuous and reliable power supply gives us the confidence to take on large orders and deliver on time.”

To meet the company's demanding requirements for power stability and quality, State Grid Binzhou Power Supply Company has continually improved the local electricity infrastructure. In recent years, it has commissioned the 110 kV Boda substation, added or upgraded 236 kilometers of high- and low-voltage lines, and installed 85 distribution transformers, significantly boosting regional power supply capacity.

Today, Ruixin Group produces 10.6 million square meters of carpets annually. Its products are used in 80 percent of China's high-end chain hotels and exported to more than 60 countries. The company has helped draft 22 industry standards, holds 126 patents, and generates annual revenue exceeding 700 million yuan. It has created jobs for over 3,000 local residents and raised the annual per capita income of 692 people previously lifted out of poverty by 50,000 yuan — turning intangible cultural heritage into an engine of prosperity.

The benefits of reliable electricity supply extend beyond Ruixin Group itself. State Grid Binzhou Power Supply Company has developed customized service plans for 12 Ruixin Group branches and their upstream and downstream partners. Staff have conducted more than 160 free inspections of electrical equipment, identified and resolved 43 safety hazards, and helped enterprises optimize their electricity usage to reduce operating costs.

These services have also reached rural production workshops, where staff provide on-site maintenance and safety training for 327 skilled artisans. By safeguarding every link in the intangible cultural heritage industry's supply chain, State Grid is helping Chinese carpet makers weave their way into a broader global market — and painting a brighter picture for rural revitalization.