“媒体+”架桥，大湾区与新疆牛产业成功“牵手”|牛业观察

Core Viewpoint - The collaboration between the Guangdong-Hong Kong-Macao Greater Bay Area and Xinjiang's cattle industry aims to enhance the supply chain and meet the growing demand for beef, particularly through the upcoming Guangdong Chaoshan Beef Hotpot Cultural Festival [2][10][62]. Group 1: Industry Collaboration - The partnership between the Guangdong Provincial Cattle Industry Development Promotion Association and the Xinjiang Uygur Autonomous Region Government aims to connect production and sales resources, facilitating mutual benefits [6][10]. - The collaboration is timely, coinciding with the preparation for the first Guangdong Chaoshan Beef Hotpot Cultural Festival, which serves as a platform for industry interaction [9][10]. Group 2: Market Dynamics - The Greater Bay Area is a major consumer market, accounting for nearly 10% of national beef consumption, with an annual consumption of 1 million tons, primarily driven by cities like Guangzhou and Shenzhen [18][19]. - The region's beef consumption market is characterized by a diverse demand matrix, with the Chaoshan beef hotpot segment growing at an annual rate exceeding 15% [20]. Group 3: Supply Chain Challenges - Guangdong's beef production is projected to be only 45,000 tons in 2024, with a self-sufficiency rate below 6%, leading to a heavy reliance on imports [25]. - The local cattle farming model, which is small-scale and primarily free-range, is insufficient to meet market demand, resulting in increased costs and vulnerability to international market fluctuations [26][27]. Group 4: Xinjiang's Supply Potential - Xinjiang, as one of China's five major pastoral areas, has a cattle population expected to reach 8 million by 2025, with beef production projected at 900,000 tons [32]. - The region's cattle farming network spans over 30 counties and is supported by a production model that combines smallholder breeding with enterprise fattening, providing a solid foundation for large-scale supply [30][34]. Group 5: Branding and Market Access - Xinjiang's geographical distance from major consumer markets limits its market channels and brand premium capabilities, necessitating collaboration with the Greater Bay Area for enhanced market access and brand development [35][36]. - The "media+" approach will facilitate direct connections between Greater Bay Area enterprises and Xinjiang producers, reducing intermediaries and ensuring stable supply [50][49]. Group 6: Cultural Integration and Consumer Engagement - The Guangdong Chaoshan Beef Hotpot, as a cultural emblem, will leverage media to elevate the consumer experience, transforming beef consumption into a cultural and emotional engagement [54][58]. - The collaboration aims to create a new business model that combines dining, culture, and tourism, expanding the consumer market further [74].