“媒体+”助力茂名罗非鱼亮相北京王府井大街 借“年鱼经济”助推品牌“破圈”

Core Viewpoint - The promotion of Maoming tilapia in Beijing's Wangfujing area aims to leverage the "New Year Fish Economy" to enhance brand visibility and market penetration during the peak consumption season [2][18]. Group 1: Promotion Activities - The promotional campaign for Maoming tilapia features advertisements displayed on four screens in a prime commercial area, running from New Year's Day until just before the Spring Festival [3][4]. - The campaign emphasizes the health benefits and quality of Maoming tilapia, aiming to establish it as a staple for family dining during the New Year celebrations [2][30]. Group 2: Market Strategy - This initiative is part of a broader agricultural brand strategy to expand the domestic market for tilapia, enhancing brand influence and market recognition [12][14]. - Maoming, known as the "Tilapia Capital of China," is the largest tilapia farming region and export processing base in the country, with a reputation for high-quality products [16][18]. Group 3: Economic Context - The campaign is strategically timed to coincide with the rising trend of the "New Year Fish Economy," which capitalizes on increased consumer spending during festive periods [17][22]. - The initiative aims to transition Maoming tilapia from primarily export-focused sales to a balanced approach that includes both domestic and international markets [18][19]. Group 4: Future Plans - Maoming plans to continue its promotional efforts by integrating festive consumption, online and offline marketing, and partnerships with the restaurant industry to drive high-quality development in the tilapia sector [34][35]. - The establishment of a comprehensive industry chain from breeding to processing and sales is a key focus for Maoming's tilapia industry, supported by the development of a big data platform and modern industrial parks [32][33].