1月26日恰逢农历腊八节，家家户户备年食、盼团圆的氛围愈发浓厚，"广货行天下 粤味贺岁来"2026广 东特色农产品进北京营销活动如约启幕。而在上海，广东年夜饭必不可少的大盆菜，早已借助线上渠道 先一步进入市场，开启年节销售。 活跃于岭南餐桌的年味，以前所未有的规模与热度涌向北京、上海的春节市场。这是一场年货的流动， 更是"广东标准"与"岭南文化"的体系化输出。广货行天下，年菜也当红，秘诀何在？ 广东年菜的成功，首先在于将初级农产品转化为具有文化附加值和场景体验的"品牌商品"。最典型的案 例莫过于"年鱼经济"的创举。广东敏锐地捕捉到"年年有余"这一深植于全民族集体记忆中的文化密码， 将优质的水产品如白蕉海鲈、金鲳鱼等，包装成寄托美好祝愿的"年鱼"。这就不再仅仅是销售一条鱼， 而是销售一套完整的吉祥寓意和节日解决方案。这种"产品+文化+场景"的创新供给，精准地创造并引 领了新的消费需求。 更为良性的互动在于，国内市场的反馈也将成为产业升级的新动力。北京、上海市场对高品质、高价值 食材的旺盛需求，为广东农业提供了明确的价值提升信号。市场驱动企业不断优化产品结构、深化加工 技术。例如，为适应北方家庭对便捷宴客的需求， ...

Group 1 - The core objective of the "Guangdong Goods Going Global" initiative is to enhance market expansion, boost sales, strengthen brand recognition, and stabilize expectations through a combination of online and offline strategies [4][5] - The first promotional event for home appliances in Foshan resulted in a 110% increase in overall sales compared to the previous day, with some new products seeing sales growth exceeding 200% [4] - The initiative includes a series of 12 online promotional events leading up to the Spring Festival, aimed at stimulating industrial product consumption [4] Group 2 - The business system plans to organize over 323 domestic exhibitions and 265 international exhibitions, involving more than 60,000 enterprises, to promote Guangdong products [5] - The "Guangdong Year Flavor" event launched in Shantou attracted over 100 foreign participants from more than 30 countries, showcasing local cuisine and cultural performances [6][7] - Upcoming activities include a major cultural tourism consumption event in Foshan, a non-heritage shopping month in Guangzhou, and over 60 themed live broadcasts to promote local products [7] Group 3 - The agricultural sector is focusing on promoting local specialties through a series of activities, including product showcases in major cities and the establishment of mobile sales stations [8] - Various local events are being organized to highlight regional specialties, enhancing consumer engagement and brand recognition [8] - Initial data indicates that the "Guangdong Goods Going Global" initiative has led to significant sales increases and heightened consumer interest, with international participation further expanding the global influence of Guangdong products [8]

Core Viewpoint - The "Media+" initiative in Guangdong aims to empower rural revitalization and high-quality development across various sectors by transforming mainstream media into ideal partners for rural growth, marking a significant shift in their operational model [2][4][12]. Group 1: Strategic Framework and Implementation - In 2025, Guangdong will fully implement the "Media+" action, focusing on the "Hundred Counties, Thousand Towns, and Ten Thousand Villages" development project [2][4]. - The provincial government has issued a strategic action plan, establishing a clear roadmap and operational manual for the initiative, which includes the creation of a comprehensive service platform [7][8]. - The "Media+" model is recognized as a systematic project aimed at actively serving economic and social development, enhancing cross-sector and cross-regional integration [11][12]. Group 2: Local Innovations and Practices - Various cities and counties in Guangdong have initiated diverse practices under the "Media+" framework, showcasing localized strategies for rural revitalization [38]. - The first "Media+ Rural Creator" studio was established in Dongyuan County, integrating media resources into local entrepreneurship and innovation [75][78]. - The "Media+" alliance was formed in Xinxing County, bringing together multiple media outlets to support rural revitalization efforts [80][83]. Group 3: Economic Impact and Sectoral Development - The "Media+" initiative has significantly boosted the marketing of local agricultural products, such as the successful promotion of lychee during the "6·6 Lychee Festival," which generated nationwide attention [41][44]. - The Guangdong livestock industry launched a "Media+" empowerment plan aimed at developing over ten billion-yuan brands within three years, indicating a targeted approach to enhancing specific agricultural sectors [31][33]. - The "Media+" model has facilitated the establishment of the first provincial-level comprehensive service platform for rural operations, providing a one-stop solution for rural development [23][25]. Group 4: Cross-Regional Collaboration and Knowledge Sharing - The "Media+" experience from Guangdong is being shared with other provinces, with various regions adopting similar strategies to enhance local agricultural markets [119][138]. - Training programs have been organized to disseminate the "Media+" model, fostering collaboration between Guangdong and other provinces, such as Guangxi and Sichuan [126][130]. - The initiative has demonstrated its replicability, with external regions reporting increased agricultural income through the adoption of the "Media+" strategies [141][142].

Core Insights - The evolution of the New Year's Eve dinner reflects the changing dynamics of Chinese society, where smaller family structures and faster lifestyles call for a modern solution that balances tradition and efficiency [2] - Guangdong's prepared dishes are being introduced to Shanghai as part of a deeper exploration into the modernization of traditional holiday consumption, aiming to create a reliable bridge between efficiency and emotional warmth [2] Group 1: New Demand and Supply Dynamics - The average household size in China has decreased to 2.62 people, with over 100 million individuals living alone, leading to new demands for New Year's Eve dinners from dual-income families and less experienced cooks [3] - Prepared dishes are a proactive response to these changes, utilizing modern food technology and logistics to deliver restaurant-quality meals directly to homes, thereby empowering families to maintain emotional rituals [3][4] Group 2: Strategic Importance of Shanghai - Shanghai serves as a quality certification center and trendsetter for consumer standards, making it a strategic target for Guangdong's prepared dishes [5] - The city leads in retail sales and has discerning consumers who expect high-quality, restaurant-level meals, making success in Shanghai a significant endorsement for brands [5][6] - Shanghai's market demands drive industry innovation, pushing companies to enhance their production processes and adapt to local tastes, thus promoting a shift from mass production to high-quality manufacturing [6] Group 3: Market Entry Strategies - A focused strategy is essential for introducing prepared dishes in Shanghai, emphasizing high-recognition products and engaging local food influencers for blind taste tests to build credibility [7][8] - The marketing approach should create a closed-loop experience by integrating online promotion with offline tasting events, allowing consumers to experience the products in family settings [8] - Emotional storytelling is crucial, positioning prepared dishes as supportive rather than substitutive, enhancing family gatherings without replacing traditional cooking [8] Group 4: National and Global Expansion - Successful expansion in Shanghai could lead to a replicable model for other major cities, establishing prepared dishes as a reliable holiday solution [9] - Shanghai's international status positions it as a key hub for exporting Chinese New Year food culture, potentially making traditional dishes recognizable symbols of Eastern celebrations worldwide [9] Group 5: Balancing Tradition and Modernity - The introduction of Guangdong's prepared dishes in Shanghai represents a profound practice of balancing tradition with innovation, addressing the emotional needs of families during the holiday season [10] - The evolution of the New Year's Eve dinner is shifting from a fixed ritual to a more flexible and creative process, with prepared dishes acting as facilitators of connection and togetherness [10][11]

Core Viewpoint - Guangdong is leveraging media to enhance the livestock industry, transitioning from supply assurance to quality improvement, with a goal to cultivate over 10 brands with annual output value exceeding 10 billion yuan within three years [1][2]. Group 1: Industry Overview - Guangdong is a major province in livestock production and consumption, with a self-sufficiency rate for pigs exceeding 75% and a scale rate of 83.1% [1]. - The province faces challenges such as insufficient branding, poor supply-demand connection, and inadequate quality trust systems [1]. Group 2: Media Integration - The first training session attracted 673,000 online participants, indicating strong interest in the "media + livestock" initiative [2]. - Media is seen as a tool to reconstruct the value ecosystem of the industry, shifting from transactional to relational economics [2]. Group 3: Training and Development - The training emphasized building credibility through "transparent farms" and developing new media marketing talent [1][2]. - The initiative aims to provide targeted solutions for market expansion and quality safety awareness [1]. Group 4: Brand Development - The "Year Fish Economy" is highlighted as a successful case of cultural marketing, generating over 10 billion yuan in output value and processing capacity exceeding 300,000 tons [2]. - The training also focused on practical solutions for brand value enhancement, including product traceability videos and promotional channel recommendations [3]. Group 5: Collaborative Efforts - Local governments and enterprises are actively participating in the training, fostering collaboration within the industry chain [3][4]. - The initiative aims to create a comprehensive cooperation platform among different segments of the industry, from production to consumption [4]. Group 6: Future Directions - Future training sessions will cover various topics, including international market strategies and the integration of AI in livestock [5]. - The initiative is expected to enhance the brand influence of local products, such as the Fengkai Xinghua Chicken, which has significant potential for growth [4].