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]

Core Insights - The 33rd Guangzhou Fair, themed "Dual Empowerment Promotes Circulation, New Quality Innovation Creates the Future," aims to cultivate and develop new quality productivity while achieving a market-oriented exhibition model with zero financial input from the municipal government [2][3] - The exhibition area has expanded to nearly 180,000 square meters, representing a year-on-year growth of over 50%, with participation from over 4,000 exhibitors and buyers [2][3] Group 1: Event Highlights - The fair features several "firsts," including a dedicated new quality productivity exhibition area, a robot performance zone, and a consumer assistance exhibition, showcasing over 2,000 inventions from more than 30 countries [3][4] - A domestic city exhibition area has been established to promote regional collaboration and consumer upgrades, providing a platform for showcasing local brand products and tourism resources [3][4] Group 2: Economic Impact - The consumer assistance exhibition has attracted over 320 enterprises from 80 cities, leveraging the unique market scale of the Guangdong-Hong Kong-Macao Greater Bay Area to support rural revitalization [4][5] - The fair has continuously supported rural revitalization efforts for five years, featuring high-quality agricultural products from over 1,000 enterprises in collaboration with poverty alleviation regions [5] Group 3: Technological Innovation - The introduction of the new quality productivity theme exhibition and the robot performance zone highlights Guangzhou's commitment to showcasing cutting-edge technologies in smart manufacturing and artificial intelligence [5] - The fair aims to create 100 demonstration application scenarios in fields such as artificial intelligence and low-altitude economy, showcasing innovative products from leading tech companies [5]

Core Viewpoint - The Zhanjiang Seafood Product Promotion Conference aims to enhance the brand value and market presence of Zhanjiang seafood through a comprehensive media strategy and industry collaboration [4][6][10]. Group 1: Event Overview - The Zhanjiang Fishing Festival officially commenced on August 16, featuring a cultural carnival and a seafood product promotion event [3][4]. - The promotion event integrates various stakeholders, including e-commerce platforms, suppliers, and service providers, to enhance Zhanjiang's seafood brand [5][6]. Group 2: Brand Development - A significant highlight of the event was the unveiling of the Zhanjiang Modern Marine Ranch Brand Innovation Platform, which aims to boost brand creation and value [14][15]. - The platform's establishment is part of the "Media+" initiative, which focuses on market expansion and brand development [18][19]. Group 3: Industry Collaboration - A roundtable forum was held to discuss logistics, media communication, and food safety, with industry experts providing insights on promoting Zhanjiang seafood to national markets [30][32]. - Key industry players emphasized the importance of cold chain logistics in ensuring the quality and distribution of Zhanjiang seafood products [35][36]. Group 4: Marketing Strategies - Innovative marketing strategies, such as live streaming and social media engagement, were discussed to attract younger consumers and enhance brand visibility [40][42]. - The integration of technology and media is seen as crucial for transforming seafood from mere ingredients to appealing products for the digital age [42][43]. Group 5: Product Showcase - The event featured a seafood tasting session, showcasing various dishes prepared by top chefs, which attracted significant attention from attendees [51][53]. - The exhibition area displayed a wide range of Zhanjiang specialties, leading to active inquiries and initial purchase agreements from buyers [57][60].

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 - The training program for digital new farmers in Guangdong aims to redefine the value of rural areas by equipping farmers with digital skills, enabling them to effectively market their products and enhance agricultural economics [1][2][9]. Group 1: Training Program Overview - The training program covered 21 cities and aimed to cultivate digital skills among rural residents, emphasizing the importance of visibility for good products rather than just the products themselves [1][5]. - The program targeted various groups, including village leaders, returning youth, and emerging influencers, focusing on practical skills such as mobile photography and live streaming [5][9]. - Feedback from participants indicated that the training was effective and practical, with many expressing that they learned valuable skills that could be immediately applied [5][6]. Group 2: Impact on Rural Economy - The integration of digital skills into rural economies is transforming traditional agricultural practices, with examples of increased sales through online platforms, such as a 20% increase in sales for Xu Wen pineapples [2][5]. - The training has led to the establishment of efficient supply chains, connecting producers directly with consumers, thus enhancing market reach and sales potential [5][10]. - Digital tools are being recognized as fundamental production factors, akin to seeds and fertilizers, reshaping the operational logic of rural economies [2][10]. Group 3: Future Prospects and Community Engagement - The program aims to create a network of digital new farmers who can support each other and drive local economic growth, moving beyond the concept of individual influencers to a more collective approach [9][12]. - Participants are encouraged to become active storytellers of their rural experiences, shifting the narrative from urban-centric views to a more authentic rural perspective [6][10]. - The initiative is part of a broader strategy to integrate digital skills into the rural workforce, with ongoing support from government and market forces to ensure sustainability and growth [9][12].

Core Viewpoint - The training program for "rural internet celebrities" in Guangdong aims to cultivate a new generation of digital-savvy agricultural talents to enhance the integration of digital technology in rural economies [2][10][11]. Group 1: Training Program Overview - The training program was jointly organized by the Guangdong Provincial Internet Information Office and the Provincial Department of Agriculture and Rural Affairs, covering all 21 cities in the province with 1,000 participants [2][3]. - The program focused on developing skills in account management, live streaming sales, and short video creation, aiming to build a talent pool that understands technology, operations, and communication [3][4]. Group 2: Impact of Digital Technology - Digital technology has transformed many agricultural products in Guangdong, such as expanding the national market for Xu Wen pineapples through live streaming and reducing planting risks through pre-sale of lychees [5][6]. - The practice in Guangdong demonstrates that digital technology has evolved from a supportive tool to a core variable reshaping agricultural economics [7][8]. Group 3: Challenges and Opportunities - Despite advancements, only one in ten rural areas has a "rural internet celebrity" with digital skills, indicating a significant talent gap [8]. - The "Thousand Digital New Farmers Training" initiative addresses the talent shortage by systematically empowering individuals who are passionate about agriculture [10][11]. Group 4: Long-term Mechanisms and Policies - A long-term mechanism for nurturing and empowering digital talents has been established, supported by the "Six 100" plan and a professional evaluation system [18][19]. - Initiatives like the "Short Video Master-Apprentice Program" in Heyuan and digital new farmer training bases in Shantou reflect the growing momentum of knowledge transfer and community support [20][21]. Group 5: Future Prospects - The training program's conclusion marks the beginning of a larger narrative, with the integration of the "Hundred Thousand Project" and digital initiatives poised to break traditional agricultural constraints and foster urban-rural integration [26][27]. - The shift from "I have to learn" to "I want to learn" signifies a cultural change among new farmers in Guangdong, who are embracing digital empowerment for rural revitalization [28].

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].

Core Viewpoint - Guangdong is implementing the "Hundred Counties, Thousand Towns, and Ten Thousand Villages High-Quality Development Project" (referred to as the "Hundred Thousand Project") and aims to leverage media to enhance agricultural product market systems and promote rural revitalization [2][3]. Summary by Relevant Sections Media Empowerment - The "Media+" model is introduced to integrate media with various sectors such as market, culture, life, industry, brand, technology, and think tanks, aiming to achieve five goals by 2027: promoting consumption, foreign trade, cultural tourism, increasing farmers' income, and transforming media [3][4]. Key Tasks - Eight key tasks are outlined, including strengthening media-market linkages, enhancing cultural value co-creation, promoting lifestyle integration, deepening industry collaboration, accelerating brand transformation, fostering technological innovation, aggregating think tank effectiveness, and leading media transformation [5]. Agricultural Market System - The plan focuses on reshaping the agricultural product market system by enhancing circulation links, elevating brand value, and activating data potential, exploring a new path for rural revitalization through media leadership and multi-party collaboration [6][10]. Brand Development - Guangdong will launch a series of "Media+" agricultural brand projects to enhance brand visibility and market penetration, with a strong emphasis on innovative storytelling and resource integration [7][11]. Media Transformation - The initiative aims to redefine the role of mainstream media, emphasizing its function as a resource integrator, brand promoter, and participant in rural revitalization, moving beyond traditional information dissemination [11][12]. Innovation and Collaboration - The establishment of the "Guangdong Agricultural AI Laboratory" and partnerships with educational institutions are part of the strategy to foster innovation and develop talent in the pre-prepared food sector [12][13]. Future Outlook - The implementation of the "Media+" strategy is expected to institutionalize and normalize media involvement in agricultural development, enhancing the global recognition of Guangdong's agricultural products [10].

Group 1 - The Guangdong province is actively promoting the sales of lychees, with over 200 buyers participating in a recent procurement event, resulting in approximately 26 million pounds of purchasing intentions [4] - In a subsequent event, pre-sales of lychees exceeded 4,500 tons, amounting to nearly 100 million yuan [5] - The marketing strategy for lychee production and sales is being driven by a "12221" system, which aims to enhance the industry and promote exports, including successful shipments to Australia [14][15] Group 2 - The marketing revolution in the lychee industry is transforming traditional agriculture into a cultural symbol, with significant sales achievements reported, including 1,830 lychee trees being customized and 6,038 orders placed [25][26] - E-commerce sales for lychees have reached 12,300 orders, with nearly 3930 tons of purchase agreements established through negotiations with external buyers [27][28] - The report from iiMedia Consulting indicates that various agricultural products from Guangdong, including lychees, are ranked first in national e-commerce sales [30][33] Group 3 - The lychee season is characterized by the introduction of new varieties and improved cultivation techniques, enhancing the quality and marketability of the fruit [39] - The unique geographical and climatic conditions in areas like Shanwei contribute to the production of high-quality lychees, with significant pre-orders already secured [42]