“媒体+”为翼 广东黄羽鸡出海破局产业突围新路径

Core Viewpoint - The Guangdong Yellow Feather Chicken industry is undergoing a transformation driven by quality, media empowerment, and international expansion, aiming to revitalize rural industries and enhance market competitiveness [4][50]. Group 1: Industry Development Goals - The Guangdong Provincial Department of Agriculture and Rural Affairs is leading a three-year action plan for the Yellow Feather Chicken industry, focusing on the development goals of "beautiful people, beautiful chickens, and beautiful ecology" [2][3]. - The industry aims to transition from a quantity-driven model to a quality-driven one, addressing structural challenges such as outdated farming techniques and weak brand recognition [14][16]. Group 2: Media Empowerment - "Media+" is identified as a key strategy to overcome industry bottlenecks, integrating diverse media resources to create a comprehensive communication matrix that enhances brand visibility and market reach [21][22]. - The strategy includes storytelling and showcasing unique qualities and cultural heritage of the Yellow Feather Chicken through various media platforms [25][26]. Group 3: Market Opportunities and Challenges - The global market presents significant opportunities for the Yellow Feather Chicken, with a reported 37.7% increase in China's chicken exports in the first ten months of 2025, reaching 613,800 tons [53]. - However, challenges such as international quality standards, disease control, and low brand awareness must be addressed to successfully penetrate foreign markets [54][55]. Group 4: Quality and Brand Building - Establishing a robust quality foundation is essential for international expansion, with recommendations to adopt a "company + cooperative + farmer" model to ensure consistent product quality [59]. - Enhancing brand competitiveness involves leveraging local ecological advantages and cultural narratives to create a distinctive identity for Yellow Feather Chicken [61][62]. Group 5: Future Outlook - The Yellow Feather Chicken industry is positioned to thrive through continuous improvement in standardized farming practices, brand influence, and international market expansion, contributing to rural revitalization [66].