SZAP(SZ:000061) Sou Hu Cai Jing·2026-01-07 10:54Core Viewpoint - The Chinese government is actively promoting green consumption, particularly in the agricultural sector, to enhance the supply of green and high-quality agricultural products, which has become a significant driver for upgrading the agricultural supply system [2][4]. Group 1: Policy Implementation - The Ministry of Agriculture and Rural Affairs, along with nine other departments, has issued a notice to implement actions for promoting green consumption, focusing on increasing the supply of green agricultural products [4]. - A collaborative approach has been adopted, with a comprehensive implementation plan that includes 23 specific measures across nine areas, supported by 36 accompanying policies and dedicated funding to stimulate green agricultural product consumption [4]. Group 2: Market Engagement - Efforts are being made to ensure precise matching between production and sales, with initiatives such as the China International Agricultural Products Trade Fair and various promotional activities in major urban areas to enhance the visibility and sales of green products [5]. - The integration of "Internet+" strategies is facilitating direct sales of green agricultural products from production areas to urban markets, enhancing market access for these products [5]. Group 3: Brand Development - The government is promoting brand-led consumption by focusing on environmentally friendly production and increasing the supply of certified green products, with a target of over 88,000 certifications by the end of 2025 [6]. - A comprehensive agricultural brand cultivation plan is in place, with over 1,400 regional public brands and 2,300 green quality product brands being prioritized for development [6]. Group 4: Cultural and Tourism Integration - The integration of agricultural products with cultural and tourism activities has been emphasized, with events like the Chinese Farmers' Harvest Festival driving sales of green agricultural products exceeding 160 billion yuan [6]. - The promotion of rural tourism and local cultural activities is aimed at enhancing consumer engagement and boosting sales of green products [6].