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 ...

Core Viewpoint - The event "Media + 12221: Let the Brand Shine" held in Guangzhou aims to promote the global sales of Lechang Golden Kai Li, a premium fruit from Guangdong, through innovative media integration and agricultural branding strategies [2][3][4]. Group 1: Event Overview - The "Media + 12221" seminar and the launch of the publication "Singing the Eastern Sincerity of Lechang Golden Kai Li" took place on January 25 [2][3]. - The event focused on exploring the integration of media and agricultural products to enhance brand visibility and market reach [4][10]. Group 2: Product Highlight - Lechang Golden Kai Li is referred to as the "Hermès of plums," known for its golden flesh and sweet, juicy taste [9][25]. - The fruit has gained significant recognition, being featured in major global locations such as Times Square in New York and is now available in international markets including Indonesia, UAE, France, and the USA [30][34]. Group 3: Economic Impact - The "Media + 12221" initiative has led to a substantial increase in the farm gate price of Lechang Golden Kai Li, rising from 4.5 yuan per jin in 2021 to 10 yuan per jin, resulting in over 500 million yuan in additional income for farmers [31][32]. - The program has also significantly boosted e-commerce sales, accounting for over 60% of total sales, while reducing logistics costs [31]. Group 4: Future Directions - The local government plans to continue leveraging the "Media + 12221" model to enhance media empowerment, strengthen technology and quality, and promote the integration of agriculture, culture, and tourism [42][44]. - There is a commitment to improving mechanisms that benefit farmers and ensure that the results of industrial development are more widely shared among rural communities [43][44].

Economic Development - The economic output of Shaoguan has surpassed 1.6 billion, with significant advancements in transportation infrastructure and a forest coverage rate of 74.59% [1] - During the 14th Five-Year Plan, Shaoguan has focused on industrial transformation and upgrading, leading to a notable increase in high-quality production capabilities [4] Industrial Growth - Shaoguan is promoting the transformation of traditional industries and the cultivation of emerging sectors, achieving a production of over 1 million tons of special steel and 750 tons of refined indium, accounting for 50% of the national output [4] - The number of high-tech enterprises has increased by 44.8%, with the establishment of the largest intelligent computing cluster in South China [4] Urban and Rural Development - The "Hundred Million Project" has been a key initiative for improving urban and rural coordination, resulting in nearly a 30% growth in the county economy during the 14th Five-Year Plan [7] - Significant improvements in urban infrastructure have been made, including the renovation of 694 old urban communities and the completion of natural gas projects [7] Agricultural Advancements - Shaoguan has excelled in agricultural modernization, with 23 national and provincial-level agricultural parks and a leading number of recognized agricultural products [8][9] - The average annual income of collective village operations has increased significantly, showcasing effective rural governance models [8][9] Environmental Protection - Shaoguan has implemented an ecological city strategy, achieving a 100% compliance rate for surface water quality and air quality improvements [11] - The city has a high forest coverage rate and is focusing on transforming ecological advantages into developmental benefits through tourism [11][12] Tourism Development - The tourism sector has seen double-digit growth in visitor numbers and revenue, with numerous new projects and attractions being developed [12] - Shaoguan aims to position itself as a key tourism destination in the Guangdong-Hong Kong-Macao Greater Bay Area, enhancing its cultural and recreational offerings [12]

Core Insights - The article highlights the development of unique agricultural products in the northern Guangdong region, emphasizing the transformation of local specialties into significant economic drivers for rural revitalization [9][67]. Group 1: Agricultural Development in Northern Guangdong - The northern Guangdong region, including cities like Qingyuan, Shaoguan, Yunfu, and Heyuan, is leveraging its unique mountainous and water-rich environment to enhance agricultural productivity [7][9]. - Qingyuan is focusing on five major billion-yuan industries, with an investment of approximately 45 million yuan in 2023 to develop products like Qingyuan chicken and Yingde black tea, aiming for a total agricultural output value of 400.67 billion yuan, which has doubled from 192 billion yuan in 2021 [16][20]. - Shaoguan is building a multi-layered brand system under the "Shanmei Shaonong" brand, with significant contributions from local products like the Danxia Gonggan, which has a projected output value of 1.8 billion yuan in 2024 [30][32]. Group 2: Specific Agricultural Products and Their Impact - Yunfu, known as the "Hometown of Southern Medicine," has over 1.35 million acres of medicinal plants, contributing significantly to the province's agricultural output [41][42]. - Heyuan is recognized for its ecological products, with a focus on oil tea and unique tea varieties like the Zijin cicada tea, which has a projected output value exceeding 2.5 billion yuan in 2024 [56][60]. - The article mentions the upcoming Greater Bay Area Agricultural Products Trade Fair, which will provide a platform for over 1,000 core buyers to connect with northern Guangdong's agricultural products, enhancing market reach [68][70].

Core Insights - Shaoguan's agricultural sector is making significant strides with the recent international certifications for its poultry industry, marking a notable achievement in food safety management and opening doors to international markets [2][3] - The city has successfully exported agricultural products to 22 countries and regions, with a 37.5% year-on-year increase in export value in the first half of 2025 [2] - Shaoguan is enhancing its agricultural branding and marketing strategies, aiming to create 50 nationally influential agricultural brands by 2026 [4] Agricultural Development - Shaoguan has established a robust agricultural foundation with 1 national and 25 provincial modern agricultural industrial parks, leading the province in the number of provincial parks [3] - The city is leveraging media to connect industries, markets, and consumers, enhancing the visibility of local agricultural brands [3][4] Export and Market Expansion - The recent certifications for the poultry company signify a leap in Shaoguan's food safety standards, facilitating access to the EU and other international markets [2] - The successful export of unique products like the "Lechang Sweet Potato Pork Balls" marks a breakthrough in Shaoguan's export capabilities [6] Brand Building and Marketing - Shaoguan has developed 217 "Yue" branded agricultural products, ranking third in the province, and aims to deepen brand development further [4] - The city is innovating its marketing strategies, with a focus on e-commerce, resulting in a projected online retail sales growth of 66.4% in 2024 [4] Tourism and Agricultural Integration - The integration of agricultural and tourism resources is a key focus, with initiatives to promote rural tourism and enhance consumer engagement [7] - During the recent holiday period, Shaoguan saw a significant increase in tourist numbers and revenue, showcasing the vitality of its agricultural-tourism integration [7]

Core Viewpoint - The "Media+" initiative aims to enhance agricultural cooperation between Guangdong and Jilin provinces, focusing on the promotion of high-quality agricultural products and the establishment of a robust market system through cultural empowerment and media integration [10][11][12]. Group 1: Event Overview - The Jilin-Guangdong Agricultural Sharing Economy and Quality Specialty Agricultural Products Promotion Conference was held during the 24th Changchun International Agricultural and Food Expo [2][3]. - The conference emphasized themes such as technological agriculture, green agriculture, quality agriculture, and brand agriculture [4][5]. Group 2: Media Empowerment - The "Media+" initiative is seen as a transformative approach to empower agricultural market systems, integrating culture and media to enhance product value and market reach [9][30]. - The initiative has sparked a wave of exploration and discussion across various industries, promoting a new paradigm of cooperation between Jilin and Guangdong [11][12]. Group 3: Agricultural Cooperation - The collaboration between Jilin and Guangdong has led to the development of numerous products, market connections, and export enterprises, establishing a new cooperative model known as the "Four Shares" [12][13]. - Jilin officials expressed the intention to adopt Guangdong's successful experiences in cultural empowerment and media integration to boost local agricultural products [14][15]. Group 4: Brand Development - The initiative aims to transform regional products into trusted national brands by connecting cultural narratives with consumer experiences through media [16][17]. - Various companies are leveraging the "Media+" strategy to enhance brand recognition and market presence, focusing on consumer trends and product innovation [39][40]. Group 5: Future Directions - Guangdong plans to collaborate with Jilin to create a "New Year Dish" matrix, elevating local specialties like Jilin ginseng into culturally significant products through media promotion [48][49].

Core Viewpoint - Lechang's Golden Nai Li is set to be launched, showcasing significant growth in production and export, driven by comprehensive industry development efforts [5][6][55]. Industry Development - Lechang city has actively promoted the Golden Nai Li industry, achieving an output value exceeding 1.1 billion yuan last year, with substantial increases in export volume and value [5][6]. - The city has established itself as the largest production base for Golden Nai Li in Guangdong, with a planting area reaching 50,000 mu and an expected total output surpassing 70,000 tons this year [15][16]. Technological Advancements - Significant breakthroughs in planting technology have been made since 2017, focusing on soil improvement and innovative bagging techniques [10][11]. - Training sessions for quality enhancement and control have been organized, with expert guidance provided to farmers for effective pre-harvest management [13][14]. Collaborative Models - Lechang promotes a collaborative model involving "party branches + cooperatives + bases + farmers" and "companies + cooperatives + farmers" to enhance market development and brand building [19][20]. - The establishment of professional cooperatives has enabled over 600 members to work together, providing additional benefits to impoverished households [22][23]. Quality Control Measures - A grading standard for Golden Nai Li has been established, with strict adherence to planting standards and management practices to ensure product quality [26][27]. - A complaint hotline has been set up to encourage mutual supervision among farmers, ensuring compliance with quality control measures [29][30]. Export and Marketing Strategies - Lechang has initiated measures to enhance the export of Golden Nai Li, collaborating with RCEP enterprises to facilitate agricultural product exports [32][33]. - A comprehensive e-commerce logistics network has been developed, training over 8,000 individuals to promote online sales [36][37]. Product Diversification - The industry is diversifying by integrating planting, processing, and tourism, with products like dried Nai Li, wine, and jams being developed [49][50]. - Local logistics companies are prepared with cold chain channels to ensure the freshness of Golden Nai Li from harvest to delivery [51][52]. Market Expansion Initiatives - A nationwide procurement event is planned to attract major buyers to Lechang for product tasting and purchasing discussions [53][54]. - The Golden Nai Li is positioned not only as a sweet fruit but also as a symbol of rural revitalization, addressing key issues in market integration and brand premiumization [55][56].

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].