从区域品牌到城市IP： “直隶田园”的文化赋能密码

Core Viewpoint - The "Zhili Tianyuan" regional public brand in Baoding is leveraging the strategy of coordinated development in the Beijing-Tianjin-Hebei region to drive agricultural industry upgrades and the deep integration of urban cultural IP, reshaping a new agricultural ecosystem through brand power [1]. Group 1: Brand Development - "Zhili Tianyuan" brand identity is rooted in the historical heritage of "Zhili" and integrates Baoding's ecological agricultural characteristics, with a logo designed in green that combines visual elements of "natural ecology + historical culture" [3]. - The brand's slogan "Jingji Baoding, Multicolored Countryside" effectively conveys its positioning, highlighting Baoding's geographical advantages and the diversity of agricultural products [3]. - A standardized visual identity system (VI) has been established, covering packaging and promotional materials, while a mascot based on local crops connects emotionally with younger consumers [3]. Group 2: Agricultural Value Chain Reconstruction - The brand employs a "government ownership + association management + JD Technology operation" model, with a strict certification system that includes 51 core enterprises across ten industrial clusters, ensuring product traceability and safety [5]. - "Zhili Tianyuan" has created a multi-channel marketing network that enhances the agricultural value chain and transforms product functionality into cultural experiences, fostering sustainable consumer engagement [5]. Group 3: Cultural Empowerment and Urban IP - The brand transcends traditional agricultural branding by forming a "threefold core" for city IP development, integrating cultural symbols, economic engines, and urban identity [9]. - "Zhili Tianyuan" is positioned as a key driver for rural revitalization and urban cultural recognition, contributing to Baoding's image as a quality city within the Beijing-Tianjin-Hebei coordinated development strategy [11]. Group 4: Future Outlook - The Baoding Agricultural Bureau plans to deepen brand matrix construction under "Zhili Tianyuan," aiming to develop a gradient system of public, enterprise, and product brands, enhancing global competitiveness through international certification [11]. - The integration of technology and culture is emphasized, with plans to build a production traceability and consumer data analysis platform, further extending the IP value chain [11].