开平打造“媒体+”多元矩阵，助推“土特产”破圈出彩

Core Viewpoint - The article highlights the innovative approach of Kaiping in promoting its local agricultural products through a "Media+" strategy, integrating media, branding, culture, and technology to enhance the visibility and marketability of its specialties like the "Ma Gong Goose" and lychee [5][8][50]. Group 1: Brand Upgrade - The "Ma Gong Goose" is a leading product in Guangdong, holding 70% of the local roast goose market, with an expected industry value exceeding 5.6 billion yuan in 2024 [11][12]. - Kaiping has initiated a systematic brand reconstruction, creating the "Ma Gong You Pin" regional brand, which combines administrative branding with enterprise and agricultural development [13][14]. - The brand visibility has significantly increased through various promotional activities, including participation in food expos and media coverage, earning multiple awards for its branding efforts [18][19][20]. Group 2: Sales Channels - The sales strategy includes both online and offline channels, with significant interest shown at events like the "San Bo Hui," where over 500 professional buyers visited the Ma Gong Goose booth in just one morning [26]. - The "Ma Gong You Pin" e-commerce platform supports multiple online sales channels, including WeChat, Douyin, and third-party platforms like JD.com, enhancing accessibility for consumers [29][30]. Group 3: Cultural Integration - The "Media+" strategy aims to create immersive experiences, as demonstrated by the food tourism program "Three Meals and Four Seasons," which showcases local culinary traditions and products [34][39]. - Kaiping is integrating its agricultural products with local culture, promoting a shift from merely consuming products to experiencing the cultural significance behind them [39]. Group 4: Digital Empowerment - Kaiping is fostering local influencers through training programs, enhancing the digital marketing capabilities of its agricultural products [44][46]. - The city plans to continue integrating resources and exploring innovative e-commerce marketing models to elevate its local specialties to a global audience [48]. Group 5: Policy Support - The "Media+ Three-Year Action Plan" initiated by the Guangdong provincial government provides a systematic policy framework to support rural revitalization through media integration [51][52]. - The plan encourages the development of new market models, such as "Xiaohongshu Village" and "Douyin Village," to enhance the reach of local products [53][54].