WENS FOODSTUFF GROUP CO.(SZ:300498) Nan Fang Nong Cun Bao·2025-11-15 10:31Core Viewpoint - The article highlights how the hosting of the 15th National Games in Yunfu has significantly boosted the local chicken industry, particularly the "Chinese Native Chicken," through innovative marketing strategies and experiential marketing, creating a new paradigm for event-driven economic growth [1][2][25]. Group 1: Event Impact on Local Economy - The National Games provided a unique opportunity for Yunfu to showcase its local specialties, particularly the "Chinese Native Chicken," transforming it from a local product to a recognized regional brand [36][65]. - The event has activated the local economy, demonstrating the multiplier effect of a major sporting event on the city [28][30]. Group 2: Marketing Strategies - Yunfu implemented a "Media+" strategy to leverage the event, which included media activities and online interactions to promote the "Chinese Native Chicken" [14][18]. - The strategy focused on creating a consumption loop through offline experiences and online orders, enhancing brand visibility and consumer engagement [21][22]. Group 3: Industry Development - The local chicken industry, led by Wens Foodstuff Group, has seen significant advancements, with a reported market value of 2 billion yuan and a focus on modern farming techniques [56][60]. - The integration of AI and IoT technologies in chicken farming has improved efficiency and product quality, with amino acid content in Wens' native chicken being 15% higher than that of regular chickens [59][61]. Group 4: Future Prospects - The success of the "Chinese Native Chicken" at the National Games serves as a model for future collaborations between local industries and major events, aiming for long-term economic benefits rather than short-term spikes [63][65]. - Yunfu is actively pursuing partnerships with agricultural research institutions and e-commerce platforms to further develop its chicken industry and enhance market reach [76][77].