“云”织乡韵调研团 赴长阳星途电子商务有限公司展开调研

Group 1 - The research team from Shandong University (Weihai) conducted an on-site interview with Hubei Changyang Xingtu E-commerce Co., Ltd. to understand the current status of branding and e-commerce development for local agricultural products, aiming to support rural industrial revitalization [1][6] - The company specializes in local agricultural products such as Qingjiang fish, highland vegetables, Ponkan oranges, Chinese medicinal materials, and wild honey, with some products certified as green or geographical indications. The main brand is "Xingtu E-commerce," but it lacks a strong sub-brand system and has simple moisture-proof packaging [3] - The e-commerce operations cover platforms like Taobao, Pinduoduo, and Douyin, relying on content promotion and community-driven traffic, primarily serving small batch buyers from the province and surrounding areas [3] Group 2 - The company faces multiple challenges including insufficient brand differentiation, single-function packaging, homogenized promotional content, limited promotional funding, a shortage of short video and live-streaming talent, and slow supply chain response, which restrict brand recognition and competitiveness, leading to weak product premiums and slow channel expansion [3] - The research team proposed a service model of "lightweight branding + precise promotion + integrated empowerment" to provide low-cost brand design, easy-to-use promotional toolkits, and practical e-commerce training for agricultural enterprises, which the company highly recognized as meeting the needs of small and micro enterprises [3][6] - The company expressed a strong demand for the toolkit and training but also highlighted potential challenges in implementation, such as high costs for packaging upgrades, insufficient employee skills, and seasonal supply chain response difficulties. They hope to establish unified sourcing standards, reasonable profit sharing, and a logistics risk-sharing mechanism [3][6]