Core Viewpoint - The article discusses the launch of the first municipal-level "Media+" action plan in Zhanjiang, Guangdong, aimed at enhancing the agricultural product market system through media empowerment, with a focus on the "Zhanpin" brand. Group 1: Implementation Plan Overview - The "Media+" action plan aims to achieve five main goals over three years: promoting consumption, foreign trade, cultural tourism, increasing farmers' income, and transforming media [6][7]. - The plan is structured around eight key areas: market expansion, cultural co-creation, lifestyle integration, industry integration, brand building, technological innovation, think tank support, and resource integration [8][9]. Group 2: Agricultural Marketing System - Zhanjiang is recognized as the source of Guangdong's agricultural product marketing system, having successfully implemented the "12221" marketing system since 2019 to address sales challenges for local products [12][14]. - The new plan incorporates the "12221" system to enhance the value and scope of agricultural products, promoting a systematic and collaborative approach across the province [16]. Group 3: Focus on "Zhanpin" Brand - The plan emphasizes the development of the "Zhanpin" brand, aiming to create a competitive and culturally recognizable agricultural brand through a multi-faceted strategy involving regional, enterprise, product brands, and personal IP [21][22]. - Activities to promote "Zhanpin" include nationwide campaigns and cultural festivals to enhance brand visibility and market penetration [23][24]. Group 4: Industry Development and Innovation - The implementation plan encourages collaboration between local areas and media for project co-construction, operational cooperation, and brand development, aiming to create exemplary cases of "Media+Industry" integration [30][31]. - The plan also focuses on technological innovation, utilizing AI to analyze consumer trends and develop a comprehensive data system for agricultural products [35][36].