Core Viewpoint - The integration of sports events and local agricultural products, specifically the promotion of Yunfu's native chicken during the 15th National Games, showcases an innovative marketing strategy that enhances brand visibility and consumer trust in agricultural products [2][11][12]. Group 1: Event and Marketing Strategy - The 15th National Games hockey event in Yunfu was accompanied by a promotional activity titled "Watch Hockey, Taste Native Chicken," which successfully combined sports and agricultural marketing [2][11]. - This initiative not only revitalized the traditional chicken brand but also explored a new path for the integration of "event economy" and "special agriculture" [12][39]. - The event served as a platform for brand exposure, allowing "Yunfu Native Chicken" to gain national attention through media coverage [16][17]. Group 2: Brand Development and Consumer Trust - Yunfu has a century-long history of raising native chickens, evolving from family farming to a billion-dollar industry cluster [10][39]. - The promotion included transparency in chicken farming standards and a live tasting event, addressing consumer concerns about product authenticity and quality [18][19]. - The company invested over 100 million yuan annually in food safety monitoring and management to ensure product health and safety [22]. Group 3: Long-term Development Strategies - To convert the short-term popularity from the event into long-term market advantages, Yunfu's business bureau proposed three strategies: building an efficient sales network, deepening collaboration within the Greater Bay Area, and expanding into RCEP markets [53][55][60]. - These measures aim to create a closed-loop system for the native chicken industry, enhancing production, quality, and global distribution [63]. - The focus is on sustainable development that benefits regional economies and increases farmers' income through innovative models like "company + farmer" [68][78]. Group 4: Future Prospects - Yunfu aims to leverage the "media +" approach to enhance the visibility of its agricultural products and address processing gaps, thereby increasing annual output value [70][75]. - The city is committed to fostering a modern county-level industrial cluster, with native chicken as a key representative of its competitive industries [83][85]. - The ongoing integration of "specialty industry + regional branding" is expected to transform native chicken from a temporary trend into a sustainable industry, providing replicable experiences for regional revitalization [85][86].