金改前沿 | 农产品“组团”闯市场，江西吉安用金融活水浇灌“井冈山”品牌

Core Viewpoint - The "Jinggangshan" regional public brand is transforming the agricultural landscape in Ji'an, Jiangxi, by integrating resources and financial support, leading to improved product quality and market competitiveness [1][2]. Group 1: Brand Development - The establishment of the "Jinggangshan" brand has shifted local agriculture from fragmented practices to a unified branding approach, enhancing product standards and market presence [2]. - The brand has helped local farmers increase their income significantly, with reports of earning several thousand more annually after joining the brand [2]. Group 2: Financial Support - The introduction of green finance policies has provided crucial funding for agricultural projects, with a total financing demand of 221.42 billion yuan identified, resulting in 116.44 billion yuan in credit approvals for 20 enterprises [3]. - Innovative financial products like "Jinong e-loan" and "Wuchicken loan" have been developed to support local agricultural enterprises, facilitating nearly 3 billion yuan in loans to brand-authorized companies [3][4]. Group 3: Challenges and Solutions - Despite progress, challenges such as brand misuse and low processing rates persist, prompting the establishment of strict brand management and quality assurance systems [5]. - The local government has implemented a "double strict" mechanism to ensure compliance with brand standards and has developed 138 group standards covering various agricultural products [5]. Group 4: Sales and Market Expansion - The brand's market presence has expanded significantly, with e-commerce sales reaching 32.8 billion yuan in 2024 and a total sales revenue of 130.78 billion yuan, marking a 75.8% increase year-on-year [6]. - The establishment of flagship stores and partnerships with major retailers has enhanced the visibility and sales of "Jinggangshan" products [6]. Group 5: Future Outlook - The local government is focusing on digital agriculture and financial service innovations to further enhance the brand's growth and market reach [7]. - Plans to promote green finance and support for agricultural transformation are set to continue, aiming to integrate more low-cost funding into the agricultural sector [8].