SZAP(SZ:000061) Nan Fang Nong Cun Bao·2026-01-24 03:35Core Viewpoint - The "Zhongshan Xiangnong" online New Year goods festival live broadcast successfully ranked 4th on Douyin, promoting local agricultural products nationwide [1][20]. Group 1: Event Overview - The live broadcast event was organized by Zhongshan Agricultural Investment Development Co., Ltd. and Zhongshan Network Media Technology Co., Ltd. [2][3]. - The event lasted for 8 hours and featured multiple influencers promoting high-quality local agricultural products, creating a nationwide purchasing frenzy [4][5]. - The live broadcast achieved a total transaction amount exceeding 700,000 yuan, with a peak of 20,000 concurrent viewers [18][20]. Group 2: Product Selection and Quality Control - The event focused on high-quality enterprises and local specialty agricultural products under the "Zhongshan Xiangnong" brand, with products like Defu cured meat and Shiqi pigeon [9][10]. - The company ensured product quality and supply chain management throughout the event, utilizing real-time demonstrations and interactive Q&A sessions to engage consumers [12][13]. Group 3: Marketing Strategy and Impact - The successful ranking on Douyin's fresh produce list was attributed to the company's effective integration of local agricultural resources and the established reputation of the "Zhongshan Xiangnong" brand [21][22]. - The event broke geographical limitations by connecting direct supply from the production area to online sales, paving new pathways for local agricultural products [23]. - This live broadcast represents an important attempt to explore a "brand + media + e-commerce" integrated promotion model [24][25]. Group 4: Future Plans - The company plans to leverage the success of this event to further enhance the "Zhongshan Xiangnong" brand, optimize online sales operations, and expand promotional channels [27][28]. - Future initiatives include incubating local influencer teams to promote high-quality agricultural products beyond the Greater Bay Area to national and global markets [29][30]. - The company aims to use the brand as a bridge and e-commerce as a wing to enhance the city's charm and contribute to high-quality economic development and rural revitalization [31].