Core Insights - The 22nd China International Agricultural Products Trade Fair is being held from October 17 to 19 at the Tianjin National Convention and Exhibition Center, showcasing a variety of agricultural products from Shandong province [2] Group 1: Event Overview - The event features Shandong's 16 cities presenting premium agricultural products, including well-known items such as Wenshan Lake hairy crabs, Laiyang pears, Yellow River rice, Rongcheng kelp, and Yantai sea cucumbers [2] - The exhibition attracted attention from buyers in the Beijing-Tianjin-Hebei region as well as national merchants, highlighting the appeal of Shandong agricultural products [2] Group 2: Branding and Collaboration - The 16 cities have collaborated to promote regional public brands and numerous county-level specialty brands, enhancing the collective strength of "Shandong agricultural products" [2] - This collaboration allows buyers and consumers to experience the aggregated power of Shandong's agricultural offerings [2]

时至今日，在消费者心中，"大闸蟹"几乎与"阳澄湖"画等 号，一个来自山东的品牌，如何才能在蟹的市场撕开一道口 子？ 作者： 陈月芹 封图： 本报资料室 微山湖，是中国北方最大的淡水湖，水质优良，南水北调东线工程的输水干道穿湖而过。得天独厚的地理位置和气候，赋予这里的大闸蟹独特的优势。 原永贺解释："螃蟹是冷的时候囤膏囤黄，热的时候长个蜕壳。我们地处北方，天凉得早，所以每年9月到10月中旬，在南方蟹还没完全成熟的时候， 微山湖的螃蟹品质就是全国最好的。" 然而，这份时间差带来的品质优势，在过去很长一段时间里，并未转化为品牌优势。当地的养殖户多是老一辈，习惯了传统的批发模式：一手交钱，一 手交货，稳赚不赔，不想承担风险，更不懂电商的玩法。于是，优质的微山湖大闸蟹被大量运往江苏等南方市场，贴上别家的标签，以更高的价格出 售，微山湖自己的品牌却寂寂无闻。 改变始于2024年，韩庄湾品牌负责人张贤明和原永贺想要打破这种局面。他们看到了电商的潜力，更看到了微山湖大闸蟹这个区域品牌被埋没的价 值。 这并不容易。时至今日，在消费者心中，"大闸蟹"几乎与"阳澄湖"画等号，一个来自山东的品牌，如何才能在蟹的市场撕开一道口子？ 2 ...

Core Insights - The article discusses the transformation of the Weishan Lake hairy crab industry, focusing on the efforts of the Han Zhuang Bay brand to establish itself as a competitor to the Yangcheng Lake brand, which has long dominated the market [2][5][22]. Industry Overview - The Weishan Lake area is recognized as the largest freshwater lake in northern China, benefiting from excellent water quality and a favorable climate for crab farming [4]. - Historically, Weishan Lake crabs were sold to southern markets under other brands, limiting local brand recognition [3][4]. Brand Strategy - In 2024, Han Zhuang Bay launched an e-commerce strategy, including a flagship store on short video platforms, to build brand awareness and consumer trust [6][8]. - The brand adopted a "loss leader" strategy by selling crabs at a significant discount to attract customers, resulting in a high repurchase rate of 25% [8][10]. Operational Challenges - The initial phase of the e-commerce venture faced logistical challenges, with operations starting from makeshift tents and limited infrastructure [9][19]. - The brand implemented a "true weight" model to address consumer concerns about product weight discrepancies, ensuring transparency in the weighing process during live broadcasts [11]. Multi-Platform Strategy - Han Zhuang Bay expanded its sales channels to six major e-commerce platforms, optimizing inventory management and reducing waste through coordinated promotions [12][13]. - The brand's entry into Pinduoduo was particularly successful, with lower return rates and effective customer service processes [14][19]. Logistics and Talent Management - Logistics costs have been reduced to competitive levels through partnerships with logistics companies, enabling efficient distribution [16][19]. - Attracting and retaining talent in a remote area has been challenging, leading the brand to offer higher salaries and improved working conditions to employees [20][21]. Community and Industry Development - The brand aims to uplift the entire Weishan Lake crab industry by sharing resources and knowledge with local farmers, promoting a collaborative ecosystem [22][23]. - Efforts are underway to establish a local trading market and enhance brand recognition through geographical indicators [23].

责编:徐小雪 电话:(010)67139791 传真:(010)67139791 E-mail:dfxcb@vip.sina.com 扮靓绿水青山"颜值"提升金山银山"价值 济宁微山县持续探索生态产品 ◆范燕强 金秋时节,层林尽染,秋阳映照下的微山湖波光粼粼,远山、碧水 与岸边摇曳的芦荻交相辉映。不远处,京杭大运河济宁段,货船有序 穿梭,勾勒出一幅繁忙而和谐的水运图。 微山湖与昭阳湖、独山湖、南阳湖合称"南四湖",四湖相连似一 串蓝色明珠镶嵌在鲁西南。微山湖作为京杭大运河枢纽以及南水北 调东线工程输水干线的重要调蓄湖,一直以来备受关注。位于湖畔 的济宁市微山县,近年来秉持"生态优先、绿色发展"理念,全面推进 生态产业化和产业生态化,让当地的绿水青山更具魅力,金山银山成 色更足。凭借出色的生态建设成果,微山县先后荣获全国生态文明 建设示范区,山东省高质量发展进步县、生态文明强县等多项荣誉称 号,并入选山东省建立健全生态产品价值实现机制试点地区。 优存扩增筑牢绿色 基底 微山县深入实施南四湖流域 生态保护"三年行动计划",保障 "一泓清水永续北上"。 系统治理"护绿"。全域推进 "五水共治",启动河湖水域岸线 " ...

8月16日下午，"齐鲁农超—清水蟹礼"微山湖大闸蟹入驻济宁龙贵商超启动仪式举行。国家地理标志产 品微山湖大闸蟹正式通过省级平台"齐鲁农超"进驻济宁，依托"今天在湖里，明天在嘴里"的极速物流， 让微山湖大闸蟹直达市民餐桌。 此次入驻济宁的微山湖大闸蟹，为微山湖韩庄湾基地直供，具有壳薄肉嫩、膏软黄鲜的时令特色。消费 者可通过扫码溯源，直观地了解精品蟹的相关信息。目前，微山湖大闸蟹年产量达1.8万吨，养殖面积 20万亩。先后斩获中国国际现代渔业博览会金奖、中华品牌商标博览会金奖、首届上海蟹博会金奖等国 家级荣誉，2023年荣登央视乡村振兴主题灯光秀。此次通过"齐鲁农超+商超终端"新模式，将进一步打 通优质农产品上行通道，助推"好品山东"区域公用品牌价值提升。 即日起，市民可至龙贵商超金宇路 店专柜选购鲜活蟹品并享限时优惠。 微山湖作为北方最大淡水湖，得天独厚的生态资源孕育出膏肥黄满的优质大闸蟹。本次依托"齐鲁农 超"平台与龙贵商超合作，是推动'五统一'工程（统一苗种、养殖、收购、销售、品牌）的重要实践。 龙贵商超将严格执行源头直供、冷链日配、双地标认证的品质保障机制，让市民在家门口享用到正宗的 精品微山湖大闸蟹。 ...

Core Insights - The company, Nansihu Fishery Co., Ltd., has successfully obtained international certification for exporting its freshwater crabs, marking a significant milestone for the local industry [3][5] - The company employs a unique "staged intensive farming" model, which has become a highlight in the aquaculture sector [3] - The local government emphasizes "ecological priority and green development," leveraging natural water resources to enhance the brand and complete the industrial chain for freshwater crabs [3] Company Overview - Nansihu Fishery Co., Ltd. operates a large-scale aquaculture base of 1,250 acres, contributing to a total crab farming area of nearly 200,000 acres in the region [3] - The annual production of freshwater crabs is approximately 17,000 tons, generating a revenue of nearly 2 billion yuan, with a brand value reaching 9.526 billion yuan [3] Regulatory Support - The company received tailored support from the Jining Customs, which helped establish a comprehensive quality control system and traceability for the entire production process [3][5] - The customs officials conducted thorough inspections and provided guidance on water quality monitoring, disease prevention, and feed management to meet international standards [3][5] Future Plans - With the newly acquired export qualification, the company aims to refine its farming practices and enhance its pest and disease control measures to align with international high standards [5] - The company plans to leverage its status as a leading enterprise to drive the overall upgrade of the local crab industry [5]