12221市场营销体系

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超百万人一起学一起“飞”,“媒体+畜牧”培训课再掀热潮
2 1 Shi Ji Jing Ji Bao Dao· 2025-09-14 08:32
Core Insights - The "Media+" initiative is creating new opportunities for the high-quality development of the livestock industry in Guangdong, with over 1 million participants engaged in training sessions [1][3][15] - The training sessions focus on practical methodologies for brand building and market integration, leveraging media strategies to enhance the visibility and sales of livestock products [3][10][12] Group 1: Training Impact - The second training session attracted 354,000 online learners, following the first session's impressive 672,000 views, indicating a growing interest in the "Media+" approach [1][3] - Participants are encouraged to utilize "Media+" strategies to transform from merely selling products to selling brands and cultural narratives, addressing challenges such as market visibility and distribution channels [10][12] Group 2: Case Studies and Methodologies - Successful case studies, such as the marketing of Xu Wen pineapples, illustrate how media platforms can turn underperforming products into market successes through strategic branding and consumer engagement [5][12] - The training highlighted the importance of storytelling in brand development, with speakers emphasizing the need to connect cultural narratives with product marketing to enhance brand value [11][12] Group 3: Industry Challenges - The Guangdong livestock industry faces several challenges, including a fragmented brand system, traditional marketing methods, and a lack of international brand recognition, which hinder its ability to achieve high-value transformation [8][12] - The need for a comprehensive marketing system, like the "12221" model, is emphasized to improve market access and sales efficiency for agricultural products [12][14] Group 4: Future Directions - Future training sessions will incorporate innovative formats such as short dramas and AI, aiming to provide more practical experiences for industry professionals [15][17] - There is a strong expectation among participants for continued insights into the integration of "Media+" with industry practices, fostering a shift from production advantages to brand and market advantages [17]
超百万人一起学一起“飞”,“媒体+畜牧”培训课再掀热潮
Nan Fang Nong Cun Bao· 2025-09-13 04:32
Core Insights - The "Media+" initiative is driving high-quality development in the Guangdong livestock industry, with significant participation in training sessions [4][5][11] - The second training session attracted 354,000 online learners, building on the first session's 672,000 views, totaling over one million participants [5][6] - The training focuses on practical strategies for brand building and market integration, leveraging media to enhance the livestock sector's competitiveness [12][29] Group 1: Training Impact - The training sessions are designed to provide actionable insights for the livestock industry, emphasizing the importance of media in brand development [10][12] - Participants are encouraged to adopt innovative marketing strategies, such as using cultural narratives to enhance product appeal [18][51] - The success of the training is reflected in the enthusiasm of participants, with many expressing appreciation for the practical content [82][84] Group 2: Case Studies and Examples - The training highlighted successful case studies, such as the marketing of Xu Wen pineapples, which transformed from frequent oversupply to a "super internet celebrity" product [23][29] - The integration of media strategies in agricultural marketing is exemplified by the rise in annual output value of Xu Wen pineapples from 980 million yuan in 2018 to over 2.7 billion yuan by 2024 [60] - The use of engaging media formats, like short dramas, is suggested as a method to effectively communicate brand stories and connect with consumers [69][70] Group 3: Industry Challenges and Solutions - The Guangdong livestock industry faces challenges such as fragmented branding and insufficient marketing strategies, which hinder its growth potential [42][46] - Recommendations include leveraging "Media+" to enhance brand storytelling and market outreach, addressing issues like product visibility and market access [50][62] - The training emphasizes the need for a shift from traditional agricultural practices to a more integrated approach that combines production with market strategies [64][66] Group 4: Future Directions - Future training sessions will incorporate new methods, including AI and short dramas, to provide participants with cutting-edge strategies for industry transformation [93][99] - The ongoing integration of "Media+" is expected to facilitate a transition from production advantages to brand and market advantages in the Guangdong livestock sector [100][102] - Participants are eager for continued insights into innovative practices that can be adapted to their businesses, aiming for sustainable growth in a changing market landscape [98][99]
经济第一大省,力捧“顶流”
Mei Ri Jing Ji Xin Wen· 2025-06-13 01:18
Group 1 - The drama "The Lychee of Chang'an" has sparked a surge in interest for lychee-related tourism and consumption, with a significant increase in procurement and sales of lychee this summer, particularly in Guangdong, where transaction volume increased by over 560% year-on-year [1] - The drama has led to the promotion of various tourist attractions related to lychee, with many social media posts showcasing themed travel routes that allow visitors to taste lychee and explore the area [1] - The central government's recent policy encourages the development of local specialty brands, addressing the challenges faced in agricultural brand building, which often results in low pricing for unique agricultural products [1] Group 2 - Guangdong is the leading producer of lychee in China, with an estimated production of about 1.6 million tons this year, and over 1.8 million people are employed in the lychee industry [2] - The Guangdong Provincial Department of Agriculture has initiated a promotional action plan for lychee sales, focusing on different production areas and varieties to extend the supply period of fresh fruit [2] - The "Hundred Counties, Thousand Towns, and Ten Thousand Villages" initiative aims to enhance the economic development of various regions in Guangdong, with a specific focus on agricultural product marketing systems [2][3] Group 3 - The "12221" marketing system aims to establish a comprehensive agricultural product data network, develop procurement teams, and expand market reach, with the goal of improving brand recognition and farmer income [3] - By 2025, Guangdong aims to have 21 out of 31 recognized lychee varieties in the national catalog, showcasing its commitment to agricultural excellence [3] - Guangdong's lychee industry is also being positioned as a potential global brand, with the establishment of the largest lychee export group in China, indicating a strategic move towards international markets [3]
县域经济“高端局”:从“单品突围”到“生态共舞”的广东探索
Nan Fang Nong Cun Bao· 2025-04-20 11:33
Core Insights - The article discusses the transformation of regional branding in Guangdong from a focus on individual products to a collaborative ecosystem approach, emphasizing the importance of cultural, technological, and marketing strategies in enhancing county-level economies [11][12][13]. Group 1: Event Overview - The "Brand Empowerment County Economy Sharing Exchange Conference" was held in Dongguan, gathering nearly a hundred representatives from government, enterprises, academia, and media [2][3]. - The conference highlighted the transition of regional brands from "product output" to "value co-creation" [3][4]. Group 2: Key Strategies - The "12221" marketing system is central to the discussion, aiming to build a comprehensive data platform, cultivate sales teams, and expand markets to achieve brand premium, increase farmers' income, and upgrade industries [6][7]. - Experts emphasized that regional brand building is a reconstruction of the industrial ecosystem rather than mere symbolic design [11][12]. Group 3: Case Studies - The transformation of Xu Wen's pineapple from a sales challenge to a cultural IP, increasing its value from 980 million yuan in 2018 to 2.5 billion yuan in 2023, illustrates the effectiveness of the "12221" marketing system [24][28]. - The success of Zhanjiang's golden pomfret, with an annual output value exceeding 10 billion yuan, is attributed to technological advancements such as 5G deep-sea net cages and AI feeding systems [30][32]. Group 4: Three-Dimensional Resonance - Successful regional branding relies on the synergy of culture, technology, and marketing [38][39]. - Cultural elements are being transformed into emotional symbols, as seen in the case of the orchid brand in Zhaoqing, which has become associated with Father's Day gifts [40][42]. Group 5: Future Directions - The article suggests that Guangdong's exploration provides replicable experiences for the nation, demonstrating that small industries can drive significant economic growth [85][87]. - The need to avoid homogenization in competition is highlighted, with a focus on leveraging unique cultural genes and industrial endowments [88][89].