编者按： 2026年全省高质量发展大会发出永争第一、不为人后的奋进号召，为广东在推进中国式现代化建设中走 在前列、谱写"中国式现代化看广东"的时代新篇注入强劲动力。2月25日马年开工第二天，广东省社会 科学界联合会与羊城晚报报业集团联合策划主办"广货行天下・社科一席谈"首场活动，华南农业大学罗 明忠、谭砚文，广东省农业科学院朱根发、余华荣，广东财经大学梁江川以及仲恺农业工程学院熊强等 专家，围绕广东土特产这一主题，从文化叙事、品牌标准化、特色品牌打造、渠道拓展、非遗赋能等多 个维度展开座谈。本期理论版特撷取座谈观点精粹，以飨读者。 接下来，"广货行天下・社科一席谈"还将围绕制造业、服务业等专题继续开展座谈，持续为"广货行天 下"献计出力，助力擦亮"广东制造""广东服务"双品牌，为广东在两业协同发展中向上突围、增创新优 势贡献社科力量。 聚力赋能"广货行天下" 社科界当有更大作为 □李宜航 "广货行天下"春季行动全面铺开，是广东聚力拼经济、奋力促发展的重要举措。全省社科界以高度的政 治站位、强烈的使命担当、精准的智力供给，在积极赋能"广货行天下"行动中，发挥了不可替代的作 用。乘势而上做实赋能工作，需要全省社科 ...

中新社宁波2月1日电题："马年限定"引领文化消费新风尚 2月1日，在浙江宁波的一家黄金专柜内，市民陈晨手中拿着胖墩墩的"凤羽马"黄金吊坠——昂首的唐马 融合凤凰尾羽。"源于盛唐美学'乘运而飞'的寓意很好，这是送自己的'本命年'礼物。"她笑着说。 农历马年春节临近，这只小小的"凤羽马"，正成为"马文化"消费热潮的一个缩影。从黄金设计到博物馆 文创，从"马上有福"到"马到成功"，兼具文化内涵与情绪价值的"马年限定"产品，正占据春节文化消费 市场的"C位"。 "《故宫日历》特别抢手，朋友专门嘱咐我带回来当春节礼物。"在北京求学的杭州女孩杨欣悦，这次回 乡的行囊里特意装了好几套故宫博物院"马年限定"文创，这些融合了传统年味与精巧设计的文化礼品， 已成为年轻人之间传递祝福的新选择。 在社交平台上，"马年限定开箱"成为热门话题，"Z世代"消费者热衷于分享产品背后的文化故事。 与此同时，博物馆、品牌与艺术家正通过创新协作，让"马"这一古老文化符号焕发新生。 近日，在杭州西湖边，游客甘桐举着手机，在人群中寻找与"马上钱潮"马年铜雕装置合影的最佳角度。 他说："杭州因水而兴，钱塘江是这座城市宝贵的财源活水。作为杭州人，我希望以 ...

Core Viewpoint - The article discusses the transformation of the agricultural industry in Guangdong through storytelling, emphasizing the importance of cultural narratives in enhancing brand value and driving the modernization of agriculture [2][6][7]. Group 1: Agricultural Transformation - The Guangdong Provincial Rural Revitalization Cultural Service Industrial Park focuses on storytelling rather than traditional farming practices, aiming to create cultural and brand value from agricultural products [3][5]. - Agricultural products are being redefined, with examples like Xu Wen pineapple and Si Hui orchids being marketed not just as commodities but as emotional and cultural symbols [4][5]. - The park serves as a model for a new path in modern agricultural development, supporting the "Hundred Thousand Ten Thousand Project" and high-quality agricultural growth through cultural empowerment [6][7]. Group 2: Necessity of Storytelling - The shift in China's agriculture from quantity to quality necessitates effective storytelling to enhance product value and consumer engagement [12][14]. - The core challenge is to elevate agricultural products from mere commodities to emotionally resonant brands, allowing consumers to pay for value rather than just weight [22][23]. - A compelling story can create brand premium and drive the standardization and modernization of production processes [25][27]. Group 3: Methodology of Storytelling - The industrial park has developed a replicable storytelling methodology that integrates into the entire process of industrial upgrading [31]. - The first step involves deep exploration of local resources and rebranding them in a contemporary context to appeal to modern consumers [33][34]. - Highlighting unique advantages through technology and innovation is essential for supporting the narrative of agricultural products [46][48]. Group 4: Strategic Elevation - Successful storytelling can transcend geographical boundaries, allowing agricultural products to become cultural exchange vehicles [69][70]. - The creation of cultural IPs, such as the "Lychee Flower Dan," has enabled Guangdong's agricultural products to enter high-end international markets [73][74]. - Emotional narratives tied to cultural themes can significantly enhance the market value of products, as seen with the "Reunion Pomelo" concept [77][78]. Group 5: Core Engine of Development - The ultimate goal of agricultural development is to enrich farmers, transforming them from mere producers to brand ambassadors and value creators [83][91]. - New models have emerged, allowing farmers to participate actively in storytelling, which strengthens their connection to the market and enhances their income [93][94]. - The practice of integrating storytelling into agricultural branding has shown to activate rural revitalization and create sustainable economic benefits [95][106].

Core Insights - The event focused on discussing how media can effectively convey "China's narrative" and "cultural narrative" in a globalized context [1][3] - The Guangdong-Hong Kong-Macao Greater Bay Area, which occupies only 0.6% of China's land but contributes 10% of its economic output, is emphasized for its role in enhancing innovation and cultural strategy [1] - The integration of culture, sports, and technology in the Greater Bay Area showcases its unique appeal and potential for deeper collaboration [1][3] Group 1 - The closed-door meeting was held at the Chuangzhi Cloud Center, a new industrial hub in Shenzhen, which fosters cross-cultural exchanges among various enterprises [3] - The event utilized the digitalization of the Bingling Temple Caves as a starting point to discuss media's role in global narratives [3][4] - The discussion included insights from Yicai Global's ten years of experience in international communication, highlighting the importance of adapting to global market dynamics [3][4] Group 2 - Shenzhen Vocational and Technical University shared its innovative approaches in talent cultivation, aligning with the region's industrial development [6] - The university aims to produce graduates who understand both industry and media, emphasizing the impact of AI and big data on media communication [6] - The collaboration between Yicai Global and Shenzhen Vocational and Technical University reflects a shared vision of preparing global communication talents for the Greater Bay Area [6]

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]