解码“鲁字号”农产品破壁出圈的山东智慧

Core Insights - The "Qilu Nongchao" platform has successfully connected high-quality agricultural products from Shandong to consumers across China, enhancing the visibility and sales of local specialties [1][2][3] Group 1: Platform Development - Since its launch in August 2023, "Qilu Nongchao" has gathered nearly 5,600 quality agricultural enterprises and hosted nearly 100 promotional events to promote Shandong products [1] - The platform has expanded its sales network by integrating traditional retail channels, such as the opening of a dedicated section in Yinzuo Supermarket in January 2023 [2] - "Qilu Nongchao" has created a multi-dimensional sales network covering government institutions, enterprises, and high-end communities, enhancing its market reach [2] Group 2: Consumer Engagement - The platform has successfully attracted consumers in major cities like Shanghai and Beijing, where local specialties have become popular [3][4] - Events like the "Good Products from Shandong" showcase have drawn significant consumer interest, with many products selling out quickly [4] - The convenience of online ordering through the "Qilu Nongchao" app has been praised by consumers, making it easier to access Shandong products [4] Group 3: Market Expansion - "Qilu Nongchao" is actively expanding its market presence beyond domestic borders, with Shandong agricultural products being exported to over 190 countries and regions [6] - In the first seven months of 2023, Shandong's exports of pickled vegetables reached 1.82 billion yuan, with a 5.2% year-on-year increase [6] - The province has maintained its position as a leading agricultural exporter in China, contributing significantly to national food production [6] Group 4: Brand Building - Shandong has developed a strong brand presence with 3,999 certified green and organic food products and 108 provincial public brands [5] - The "Good Products from Shandong" brand is gaining recognition, with local specialties like Yantai apples and Laiyang pears becoming well-known [5] - The ongoing efforts to promote Shandong's agricultural products are expected to enhance the brand's national and international reputation [5][7]