入选全国“IP+消费”典型案例 湖北潜江龙虾：嘬出来的百亿大品牌

Core Insights - The "IP+ consumption" model is rapidly growing, integrating product and service consumption, emotional value, and strong growth potential, becoming a new driver of consumption [1] - The "Qianjiang crayfish" industry in Qianjiang City, Hubei Province, has been recognized as a leading example of "IP+ characteristic industry" by the Ministry of Commerce, showcasing innovative dining experiences and cultural tourism integration [1] Group 1: Brand Value and Cultural Integration - The regional public brand value of "Qianjiang crayfish" reached 52.72 billion yuan, marking a 24.8% year-on-year increase, the highest growth rate in history, and maintaining the top position in the national crayfish brand rankings for seven consecutive years [2] - Qianjiang City has created a vibrant IP culture through various initiatives, including the introduction of four mascots and a range of cultural products, enhancing the integration of crayfish culture into urban life [2][3] - The city regularly hosts cultural events and activities, such as poetry creation and crayfish banquets, to deepen the cultural imprint of crayfish within the community [2] Group 2: Market Expansion and Culinary Innovation - Qianjiang City has organized promotional activities to expand the "Qianjiang crayfish" brand, resulting in significant contracts, including a 1.045 billion yuan agreement in Shanghai [3] - The culinary scene in Qianjiang has been revitalized with 128 innovative crayfish dishes, catering to diverse tastes and enhancing the city's gastronomic appeal [4] - Plans are in place to open over 4,000 "Qianjiang crayfish" brand stores nationwide by 2025, standardizing branding and culinary practices across more than 10,000 restaurants [4] Group 3: Industry Growth and Economic Impact - The crayfish industry in Qianjiang has developed a comprehensive supply chain, covering breeding, processing, and tourism, aiming to establish a trillion-yuan industry cluster [7][8] - The area dedicated to crayfish farming has reached 947,000 acres, with a production increase of 4.6% year-on-year, and processing volume also showing a growth of 5.9% [8] - The implementation of the "Shrimp Ten Articles" policy has positioned "Qianjiang crayfish" as Hubei's sole regional public brand, contributing to a total output value exceeding 87 billion yuan and accounting for 60% of Hubei's total crayfish production [8]