The sinofication you are referring to, from a Chinese point of view, is a process of modernization. An analogy I should point out is that China has also been regarded as being westernized, which is true to certain degree. We have abandoned the robe that our ancestors were wearing for thousands years and started to wear the short, western like clothes. We have introduced changes to many other aspects of our country. To us, the goal is to modernize everything, increase productivity, and finally bring prosperity to all citizens in the country.
Now the modernization has started to touch the less developed regions in China. The things that are determined as unproductive or backward would need to be adjusted, it may relate to work arrangement, education, housing, social structure, etc. If one thinks them as change in culture, I do not disagree at all. However they need to be done to lift up China from backwardness and to be able to compete with advanced western countries in the clash of civilization.