记者了解到，一段时间以来，广东省乡村振兴文化服务产业园探索以文化叙事赋能品牌、以品牌增值驱动全链升级的现代农业发展路径，为"百县千镇万村 高质量发展工程"落地和农业高质量发展提供支撑。 品牌故事推动广东农产品出海。"荔枝花旦"IP把岭南戏曲的柔美和荔枝的甜美结合，助力广东荔枝成功进入欧美高端市场；梅州柚紧扣"团圆柚"主题，以客 家迁徙文化为纽带，向全球客属侨胞讲述乡愁故事，稳定出口国际市场。 新模式还催生了新农人。高州"荔枝天团"、"化橘红哥哥"廖志略、德庆"贡柑妹妹"陈慧等一批新农人脱颖而出，他们从生产者转变为品牌代言人和价值创造 者。通过拍摄微短剧等方式，拉动村庄集体经济和村民收入，带动种植、加工和销售升级。 据介绍，广东省乡村振兴文化服务产业园通过"媒体+"赋能，以文化品牌建设为牵引、系统重构农业产业价值，遵循"文化挖掘-品牌塑造-市场扩容-产业升 级-农民增收"的循环逻辑，回应了农业高质量发展阶段对品牌化、集群化、融合化的迫切需求。 "我们扮演的角色，就是帮'土特产'找到它独特的情感坐标和文化叙事，让消费者为价值买单，而非仅仅为重量付费。"广东省乡村振兴文化服务产业园负责 人严亮说，产业园努力在政府的 ...

南农晨读 | 暖冬 助农_南方+_南 方plus 平衡，是广东实 现高质量发展必 社论丨向"新"而 行 向"协"而进 ——广东"百千 万工程"绘就城 乡区域协调发展 新图景 城乡区域发展不 化进程中一道具 有普遍性的课 题。当岭南大地 以占全国1.9%的 陆地面积承载了 全国8.9%的人 口、创造了全国 10.8%的经济总 量时，其内部， 占地面积近七成 的粤东粤西粤北 地区经济总量却 不到全省两成。 这道"阿喀琉斯 之踵"般的难 题，考验着发展 【今日关注】 须跨越的关隘， 也是中国式现代 的智慧与战略的 定力。 三载奋战"百千 万"，昂 首"粤"进新征程 煤炭小镇"上崛 起国防教育基 地、昔日无人问 津的"空心村"如 今俘获百万游 客、"三日味 变"的荔枝鲜果 远销22国……这 些翻天覆地的变 化，正在南粤大 地生动上 演。"你们实施 的'百县千镇万 村高质量发展工 程'，让乡镇面 貌有了新的变 化，要持续抓下 去。"2025年11 月，习近平总书 记视察广东时， 充分肯定"百千 万工程"，并叮 嘱广东要完善区 域协调发展、城 乡融合发展体制 机制，逐步补齐 城乡区域发展差 距仍然较大这个 短板。 绘就城 ...

靠"讲故事"助 力"百千万"：解 码广东"媒体 +"产业园的产业 升级逻辑_南方 +_南方plus 在广东，有家现 代农业产业园， 不种、不养，主 责主业是讲好种 与养的故事，在 种和养形成的物 质价值中增创品 牌价值、文化价 值。这家产业园 在繁华的广州大 道中289号，叫 广东省乡村振兴 文化服务产业 园。 在这里，农产品 正被重新定义： 徐闻菠萝不仅是 水果，更是连接 天地的"菠萝的 海"；四会兰花 不只是盆栽，更 徐闻"菠萝的海"。 是承载"父爱如 兰"的情感信 物。从"土特 产"到"大产 业"，从"论斤 卖"到"论品牌 卖"，一场由"媒 体+"深度驱动的 农业价值革命正 在发生。以该产 业园为引擎，广 东探索出一条以 文化叙事赋能品 牌、以品牌增值 驱动全链升级的 现代农业发展新 路径，为"百千 万工程"落地和 农业高质量发展 提供了软实力支 撑。 一、必然逻辑： 为什么农业高质 量发展亟需"讲 故事"？ 当前，我国农业 正从"增产导 向"迈向"提质导 向" 。 "十五 五"规划强调发 展科技、绿色、 质量、品牌农 业，其核心挑战 在于如何实现价 值跃升。产品同 质化、增产不增 收、好货卖不出 好价 ...

全省建立起来的政策协同网络能够在更大范围整合调动资源，优化资源配置，盘活区域资 产。"百千万工程"指挥部以上率下高位推动，搭建纵贯省市县的指挥体系，实现"省市县镇 村"五级联动纵深推进。与此同时，通过建立"省级纵向支持+市际横向帮扶协作"的新型帮扶协 作机制，实现跨区域资源共享与对口协作，有力推动产业在省内有序转移，让更多县域经济发 展有了"加速器"。 实施"百千万工程"关键在于用足用好改革这个关键一招，用改革的办法"放活"权限、"盘活"资 源、"激活"要素。三年来，全省出台100多项改革举措，从省级到基层推出集成式改革，实现 政策支持和改革创新并举，政策与改革相互增效，政府与市场有效结合。 一年开局起步、三年初见成效、五年显著变化、十年根本改变。当前，"百千万工程"处在"三 年初见成效"这一承上启下的关键节点。回望三年奋进路，百县图强、千镇蝶变、万村振兴的 城乡融合新画卷徐徐绘就；面向未来，需保持战略信心、战略定力，以十年为期久久为功，不 断在新的起点上更好地解决城乡区域发展不平衡问题，为中国式现代化建设与城乡区域协调发 展探索出广东答卷。 12月22日，广湛高铁和汕汕高铁汕头南至汕头段同步开通。至此，粤东 ...

广东作为全国第一经济大省，城乡区域发展不平衡由历史、地理等因素形成，缩小城乡区域差距并实现 可持续增长，需要有效市场与有为政府有机结合，激活区域造血功能，实现内生性增长。 12月22日，广湛高铁和汕汕高铁汕头南至汕头段同步开通。至此，粤东、粤西时速350公里的高铁大通 道实现全面贯通，对助力广东实现"十四五"规划圆满收官，赋能"百县千镇万村高质量发展工程"(下 称"百千万工程")建设和城乡区域协调发展，具有重大意义。 "百千万工程"遵循因地制宜原则量体裁衣，绘制蓝图，立足各自资源禀赋，"一把钥匙开一把锁"，破解 区域协调的发展难题，激活资源优势，实现特色化差异化发展。以粤港澳大湾区市场为牵引，以全国超 大规模市场为基础，粤东粤西粤北地区努力做好"土特产"文章，茂名荔枝、徐闻菠萝、清远鸡、梅州柚 子等一批农特产品名扬海内外，广东近些年培育打造了粮食、蔬菜等8个千亿级和茶叶、花卉等17个百 亿级农业产业集群。 城乡区域发展不平衡是广东高质量发展的短板，占地面积近70%的粤东粤西粤北地区经济总量不到全省 两成。近年来，广东着力把短板变成"潜力板"。2022年12月，广东结合本地实际以头号力度启动和推 进"百千万工程 ...

Core Viewpoint - The 2025 Greater Bay Area Agricultural Products Trade Fair will be held in Guangzhou, showcasing landmark agricultural products from the Guangdong West region, aiming for brand and internationalization through a "media+" service model [8][10]. Group 1: Agricultural Products and Their Economic Impact - Zhanjiang is recognized as both a "blue granary" and a "tropical fruit garden," with over 3,600 deep-sea fish farming nets producing more than 100,000 tons of fish annually, accounting for about 40% of national output, and an industry value exceeding 13 billion yuan [13][14][22]. - Xu Wen, known as the "hometown of pineapples," has a planting area of 350,000 mu, yielding over 700,000 tons annually, which is one-third of the national total. The local industry is extending its value chain by developing processed products like pineapple mooncakes [17][18][20]. - Maoming's lychee industry has a planting area exceeding 1.35 million mu, with an annual output of over 500,000 tons, contributing to a total industry value of over 12 billion yuan in 2024. The products are exported to over 20 countries and regions [31][32][34]. - The medicinal plant Huajuhong, known as "Southern ginseng," has a planting area of 116,000 mu, with a product value exceeding 3.5 billion yuan. The local government is investing in research and development to enhance its health product offerings [36][40][46]. Group 2: Industry Innovations and Trends - Yangjiang, known for its black bean paste, produces over 50,000 tons annually, capturing about 70% of the national market share, with an industry value surpassing 1.5 billion yuan. The local industry is innovating with high-value products like ready-to-eat sauces [52][53]. - The integration of traditional agriculture with modern technology is evident as the region transitions from scattered practices to standardized, digitalized, and large-scale operations. This includes the development of new business models such as "agriculture + tourism" and "agriculture + e-commerce" [65][66]. - The "media+" platform is expected to accelerate the internationalization of unique agricultural products from Guangdong West, transforming them from mere "taste memories" to recognized "industry brands" on a global stage [68][70].

Core Insights - The conference in Lianjiang promotes cross-border e-commerce to support the "Hundred Million Project" in Zhanjiang, facilitating multiple platform and enterprise agreements and launching the "Cross-border E-commerce to Assist Zhanjiang's Regional Industry" initiative [1][2] Group 1: Event Overview - The event transformed into a "Zhanjiang Good Products Exhibition," showcasing 11 local specialty products including home appliances, underwater robots, oysters, pineapples, and down jackets [1] - Live streaming in both Chinese and English introduced "Zhanjiang products" to global consumers, aiming to connect with more e-commerce channels in Southeast Asia and Europe [1] Group 2: Strategic Initiatives - Zhanjiang is promoting the collaborative development of "cross-border e-commerce + parks," "cross-border e-commerce + industrial belts," and "cross-border e-commerce + overseas warehouses," leveraging the Zhanjiang Comprehensive Bonded Zone to create a global selection center [2] - The conference emphasized resource connection and capability cultivation, shifting focus from "volume" to "quality," with training sessions addressing compliance operations and market expansion [2] Group 3: Future Goals - Zhanjiang has achieved full coverage of business models "1210," "9610," "9710," and "9810," with nearly 3,000 cross-border e-commerce sellers [3] - The city aims to build a high-quality cross-border e-commerce comprehensive pilot zone and plans to support the transformation of at least 20 small appliance companies into cross-border e-commerce by 2027 [3]

Core Viewpoint - Guangdong province leads the nation in agricultural branding, with six products selected in the Ministry of Agriculture and Rural Affairs' 2025 Agricultural Brand Cultivation Plan, showcasing its commitment to enhancing agricultural competitiveness and farmer income [4][5][15]. Group 1: Agricultural Branding Achievements - Guangdong has the highest number of brands selected in the 2025 Agricultural Brand Cultivation Plan, with six products including Zengcheng's fragrant rice and Zhanjiang's shrimp [4][5]. - The total brand value of agricultural enterprises in Guangdong exceeds 250 billion yuan, reflecting the province's focus on developing high-quality agricultural products [9][15]. - The "12221" marketing system has been pivotal in transforming agricultural products from basic commodities to high-end, regionally distinctive goods [10][39]. Group 2: Marketing and Sales Strategies - The "12221" marketing system includes establishing a big data platform, creating two teams of buyers and sellers, and expanding market reach through targeted activities [39][45]. - The success of the "12221" system is evident in the significant increase in the annual output value of Xu Wen pineapples, which grew from 980 million yuan to 2.5 billion yuan, benefiting nearly 50,000 farmers [48]. - Fromhua lychee has adopted innovative marketing strategies, including global promotional activities, to enhance its market presence and brand recognition [66][68]. Group 3: Role of Media in Branding - Media plays a crucial role in promoting agricultural brands, as seen in the collaboration between Guangdong's agricultural sector and various media platforms to enhance product visibility [108][110]. - The "Media+" initiative aims to leverage media resources for agricultural brand building, facilitating better market access and consumer engagement [119][120]. - Events like the "6·6 Give 'Li' Festival" have significantly boosted the visibility and sales of Guangdong lychee, demonstrating the effectiveness of media-driven marketing campaigns [116][118]. Group 4: Regional Development and Innovation - Different regions in Guangdong are implementing tailored strategies based on the "12221" model to enhance their agricultural branding efforts, such as the promotion of Qingyuan's bamboo shoots and Yangjiang's oysters [86][96]. - The integration of technology and innovation in agricultural practices is evident in the development of preservation techniques for Fromhua lychee, which has expanded its market reach [78][80]. - The focus on building a modern agricultural industry system aims to elevate local specialties into significant economic contributors, with projected industry values exceeding 5 billion yuan [82].

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]

Core Viewpoint - The training program held in Shenzhen aims to ignite new ideas for East-West cooperation by utilizing "Media+" to penetrate larger markets [1][12][19] Group 1: Training Program Overview - The training program was organized by the Shenzhen Municipal Organization Department and the Municipal Rural Revitalization and Cooperation Exchange Bureau [2] - It took place at the Shenzhen Reform and Opening Cadre Academy and included over 50 participants from 22 counties in Guangxi, along with media representatives [4][5] - The program featured a special lecture on "Media+ Empowering Agricultural Product Market System Construction" based on Guangdong's practices [3][12] Group 2: Objectives and Actions - The training is part of Guangdong's "Media+" initiative aimed at promoting rural revitalization and enhancing the agricultural industry [14][19] - The initiative emphasizes the integration of media and rural development, exploring new pathways for agricultural support [15][16] - Following the release of the action plan, Shenzhen is taking the lead in implementing "Media+" to enhance cooperation with Guangxi [17][19] Group 3: Challenges and Solutions - Participants discussed the challenges faced by resource-rich counties, such as attracting investment and promoting local products [26][27] - The "Media+" approach is seen as a potential solution to these challenges, helping to elevate local brands and products [28][30] - Examples from other regions highlighted the effectiveness of media in enhancing product visibility and market reach [29][31] Group 4: Case Studies - The training showcased successful cases like the promotion of "百色芒果" (Baise Mango) through media collaboration, achieving significant sales growth [58][60] - The mango industry in Tianyang district is projected to achieve over 500 million yuan in sales, with a focus on the Greater Bay Area as a key market [59][73] - Other regions, such as Dushan County, are also leveraging "Media+" to promote local specialties like "舌尖上的瑶山牛羊肉" (Yao Mountain Beef and Lamb) [78][80] Group 5: Future Directions - The training emphasized the need for a systematic approach to ensure sustainable outcomes from "Media+" initiatives [91][92] - Participants highlighted the importance of aligning East-West cooperation efforts to meet local needs and capabilities [94][96] - The ultimate goal is to enhance local economies and cultures through effective media strategies, ensuring tangible results in terms of sales and community development [98][100]