靠"讲故事"助 力"百千万"：解 码广东"媒体 +"产业园的产业 升级逻辑_南方 +_南方plus 在广东，有家现 代农业产业园， 不种、不养，主 责主业是讲好种 与养的故事，在 种和养形成的物 质价值中增创品 牌价值、文化价 值。这家产业园 在繁华的广州大 道中289号，叫 广东省乡村振兴 文化服务产业 园。 在这里，农产品 正被重新定义： 徐闻菠萝不仅是 水果，更是连接 天地的"菠萝的 海"；四会兰花 不只是盆栽，更 徐闻"菠萝的海"。 是承载"父爱如 兰"的情感信 物。从"土特 产"到"大产 业"，从"论斤 卖"到"论品牌 卖"，一场由"媒 体+"深度驱动的 农业价值革命正 在发生。以该产 业园为引擎，广 东探索出一条以 文化叙事赋能品 牌、以品牌增值 驱动全链升级的 现代农业发展新 路径，为"百千 万工程"落地和 农业高质量发展 提供了软实力支 撑。 一、必然逻辑： 为什么农业高质 量发展亟需"讲 故事"？ 当前，我国农业 正从"增产导 向"迈向"提质导 向" 。 "十五 五"规划强调发 展科技、绿色、 质量、品牌农 业，其核心挑战 在于如何实现价 值跃升。产品同 质化、增产不增 收、好货卖不出 好价 ...

此次小范围闭门座谈畅谈媒体如何做好全球化背景下的"中国叙事"和"文化叙事"。 2025年11月26日，第一财经全球中心（以下简称一财全球）与深圳创智云中心合作，在充满生态感的现 代社区中，完成了一场跨越时空主题的闭门分享会。在全球化的背景下，商业的共融和发展是文化传播 和交流的基础，而文化文明的多元与传承是经济可以可持续发展的内在力量。 政府工作报告连续第九年提及仅占国土面积0.6%的粤港澳大湾区，贡献了十分之一的经济总量，也被 明确要求"提升创新能力和辐射带动作用"。"十四五"收官与"十五五"开篇的此刻，大湾区正紧扣"一点 两地"的全新定位，加速建设高质量人文湾区，成为国家文化战略落地的重要支点。 也从第一财经的自身案例出发，列举与敦煌研究院旗下不同石窟寺的公益合作与国际传播的独特"化学 反应"：财经为何与炳灵寺石窟有所联动？商业如何构建新的文明，传承传统文化？具有反差感的话题 引起了公众的注意，同时，双方的专业背景也使得项目更可持续。 深圳职业技术大学数字传媒学院党委书记肖丽也带领学生代表参与了本次闭门沙龙。肖丽书记在头脑风 暴环节和大家分享了深职大在人才培养方面的尝试。作为教育部印发实施《本科层次职业学 ...

Core Viewpoint - The company aims to rejuvenate its brand image and connect with younger audiences through cultural storytelling and innovative marketing strategies, particularly by utilizing online short dramas to convey its values and heritage [1][2]. Group 1: Cultural and Brand Strategy - The company believes that culture and innovation are key to revitalizing traditional brands and engaging consumers [1]. - The initiative to produce online short dramas is part of a broader strategy to enhance brand recognition and emotional connection with the audience, particularly among younger demographics [1][2]. - The company has established a "1+3" corporate culture system, which supports the dissemination of its cultural values through creative formats like short dramas [2]. Group 2: Long-term Vision and Collaboration - The company prioritizes long-term cultural impact over short-term marketing gains, focusing on creating culturally significant works that resonate with its brand identity [3]. - The company is exploring collaborations with various institutions to innovate and expand its cultural outreach, aiming to create impactful cultural products that embody the spirit of traditional brands [3]. Group 3: Digital Transformation and Business Expansion - The company has a clear plan for integrating AI and digital technologies into its operations, enhancing traditional processes in production, management, and marketing [4]. - The company is looking to expand its business into new areas, including traditional Chinese medicine and the broader health sector, while maintaining a focus on quality and cultural values [4].

Core Viewpoint - The company aims to rejuvenate its brand image and connect with younger audiences through cultural storytelling and innovative marketing strategies, particularly by utilizing online short dramas to convey its values and heritage [1][2]. Group 1: Cultural and Brand Strategy - The company believes that culture and innovation are key to revitalizing its traditional brand image and engaging consumers [1]. - The initiative to produce online short dramas is part of a broader strategy to communicate the company's values of "doing good and making good medicine" and to resonate emotionally with audiences [1][2]. - The company has established a "1+3" corporate culture system, which has matured to the point where it can be effectively communicated through creative formats like short dramas [2]. Group 2: Long-term Vision and Collaboration - The company prioritizes long-term cultural impact over short-term marketing gains, focusing on a clear plan for cultural narrative and brand communication [3]. - The company is exploring collaborations with various institutions to create culturally significant works that embody the spirit of traditional brands [3]. - The company maintains an open attitude towards cross-industry collaborations and innovative formats, adjusting strategies based on effectiveness [3]. Group 3: Digital Transformation and Business Expansion - The company has a clear plan for integrating AI and digital technologies into its operations, aiming to enhance traditional processes and develop new digital business avenues [4]. - The company intends to expand its business into areas such as traditional Chinese medicine and the broader health sector, while also considering advanced fields like synthetic biology and gene therapy [4]. - The company emphasizes quality and cultural values in every product it develops, ensuring alignment with its mission and heritage [4].

Core Insights - The ceramic industry in Foshan is undergoing significant transformation, moving from a traditional volume-driven model to one focused on brand and value enhancement, driven by challenges such as overcapacity and international competition [2][3] Group 1: Industry Overview - The Foshan Ceramic Fair has become the fourth largest international ceramic and bathroom expo globally, reflecting the attractiveness of China's ceramic supply chain [1] - The industry is facing pressures from overcapacity, energy consumption constraints, and international competition, necessitating a shift towards optimizing existing capacity and enhancing value [2] Group 2: Technological Advancements - Key industry players are adopting smart manufacturing and green technologies to build competitive advantages, focusing on "cost reduction and efficiency enhancement" [3] - Companies like Dongpeng Holdings and New Pearl are implementing AI and digital technologies to improve production efficiency and product quality, achieving defect detection accuracy rates above 98% [3] Group 3: Market Strategies - New brands are entering niche markets with innovative solutions, such as Tianan New Materials' low-cost, high-efficiency products targeting the renovation market [4] - To counter international trade barriers, Foshan ceramic companies are expanding overseas production and building supply chains within the RCEP region [4] Group 4: Cultural and Aesthetic Integration - The industry is increasingly focusing on cultural narratives and user experience, with brands like Arrow Ceramics drawing inspiration from historical aesthetics to enhance product appeal [6] - Companies are transitioning from being mere material suppliers to providing comprehensive space solutions, integrating design and user needs into their offerings [7] Group 5: Urban and Economic Impact - The transformation of the ceramic industry is contributing to urban renewal in Foshan, with old factories being repurposed into creative spaces that enhance the city's cultural and economic landscape [8][9] - The integration of ceramics with art, design, and digital technology is creating new business models and profit opportunities, reflecting a broader trend of cross-industry collaboration [8][9]

Core Viewpoint - Laopu Gold has implemented a price increase of 5%-13% across all products, coinciding with a significant surge in sales and profits, indicating a successful differentiation strategy in a challenging market environment [1][3]. Group 1: Financial Performance - Laopu Gold reported a staggering year-on-year sales growth of 249.4% and a revenue increase of 251% for the first half of 2025, with adjusted net profit soaring by 290.6% [3]. - The company's stock price has risen from 241.2 yuan per share at the beginning of the year to 697 yuan, marking a 188% increase and a market capitalization exceeding 120.3 billion yuan [4]. - The gross profit margin for Laopu Gold reached 38.09% in the first half of 2025, although it still lags behind luxury brands like Hermes and LVMH, which have margins around 70% [7]. Group 2: Pricing Strategy - Laopu Gold's pricing adjustments are not directly tied to gold price fluctuations but are based on the brand's positioning and pricing strategy, with price increases becoming a regular practice [4][5]. - The company aims to establish itself as the "Hermès of gold" by adopting luxury brand pricing models, which has led to significant returns in the capital market [4]. Group 3: Brand Positioning and Market Perception - Laopu Gold's branding focuses on "extreme aesthetics and craftsmanship from the Oriental court," positioning itself in high-end shopping environments alongside luxury brands [5]. - Despite its rapid growth and brand recognition, Laopu Gold faces challenges in establishing a unique cultural symbol that differentiates it from competitors, as its designs are often seen as part of a broader cultural heritage rather than exclusive to the brand [8][9]. Group 4: Challenges in the Second-Hand Market - In the second-hand market, Laopu Gold's products do not exhibit the expected premium value, with evaluations primarily based on gold weight rather than brand value [10][11]. - The brand's relatively short history compared to established luxury brands poses a challenge in achieving long-term brand equity and consumer loyalty [12]. Group 5: Production and Quality Control Issues - Laopu Gold's reliance on outsourced production for 41% of its products raises concerns about maintaining quality control, especially as production scales up [18][19]. - Consumer feedback indicates a decline in product quality, contradicting the brand's emphasis on craftsmanship and exclusivity [19].

Core Insights - The definition of "luxury" has evolved beyond material possessions, encompassing a narrative system involving history, identity, art, and culture, with Western luxury brands dominating this space [1][2] - Chinese craft and art brands face challenges in establishing a strong narrative to compete in the global high-end market, despite having a rich historical background [3][4] Group 1: Western Luxury Brand Strategies - Western luxury brands like LVMH and Chanel leverage their historical craftsmanship and cultural narratives to build brand credibility and identity [2] - These brands often emphasize their long-standing traditions and artistic connections, which enhance their cultural capital and consumer appeal [2] Group 2: Challenges for Chinese Craft Brands - Chinese craft brands possess a long history but struggle with narrative construction, leading to a perception of their products as mere collectibles rather than luxury items [4][7] - The lack of a compelling story and brand identity hinders the ability of Chinese craft brands to penetrate the high-end market [4][7] Group 3: Building a New Luxury Narrative - To succeed, Chinese craft brands must draw inspiration from their cultural heritage while adopting contemporary design and global expressions to create a new luxury narrative [7][9] - Successful examples include Qeelin, which integrates traditional Chinese symbols with modern aesthetics, and brands like "观夏" that create a blend of traditional and modern experiences [8][9] Group 4: Globalization and Cultural Mission - The globalization of Chinese craft brands is not only a commercial endeavor but also a cultural mission, emphasizing the importance of storytelling in the luxury context [10] - Brands should utilize global communication mechanisms to transform local culture into an internationally understood luxury experience [9][10]