Group 1: Agricultural Development in Qujing - Qujing, located in the eastern part of Yunnan, has a strong agricultural output, consistently ranking first in the province with an annual agricultural output value [1] - The Luliang Basin, known as the "granary of eastern Yunnan," is a major agricultural area with over 90,000 acres of vegetable cultivation planned for 2024, producing 2.45 million tons of various vegetables [2] - The unique artichoke, a trending vegetable, is part of Luliang's agricultural exploration, with local prices ranging from 15 to 20 yuan per kilogram, while retail prices in Shanghai can reach 60 yuan per kilogram [2][3] Group 2: Brand Development and High-Value Products - The Xuanwei ham, a premium product from Qujing, has become a billion-dollar industry, with a brand value of 10.284 billion yuan as of 2024 [4][5] - The Xuanwei ham industry has implemented a comprehensive industrial park to enhance production standards and product quality, resulting in over 100 new ham-related products by the end of 2024 [5] - The local government supports partnerships between companies and farmers to share the benefits of the ham industry, with an annual output value exceeding 11 billion yuan [5] Group 3: Digital Transformation and E-commerce - In 2024, rural online retail sales reached 2.65 trillion yuan, with agricultural live-streaming sales exceeding 800 billion yuan, indicating a significant shift towards digital sales channels [6] - Local influencer "Qujing Old Village Chief" has conducted over 100 live-streaming events, promoting more than 300 agricultural products and achieving sales of over 1 billion yuan annually [6][7] - Qujing's integration of traditional markets with live-streaming platforms is part of a broader strategy to enhance agricultural transformation and rural revitalization [7]

Core Insights - The article discusses the rising popularity of a new vegetable, Banlangen (Isatis indigotica), which has become a trendy choice among middle-class consumers in China, priced at 13.8 yuan for 300g, equivalent to 23 yuan per jin [1][5]. Group 1: Product Overview - Banlangen is a hybrid vegetable developed over 17 years by Huazhong Agricultural University, combining Isatis indigotica and cabbage, initially aimed at improving disease resistance but also offering health benefits [4]. - The vegetable has been marketed as a health food, despite being primarily a vegetable, and has gained a reputation for its antiviral properties and sweet taste [4][5]. Group 2: Market Trends - The trend of middle-class consumers gravitating towards unique vegetables is evident, with Banlangen becoming the latest "top vegetable" after the previously popular kale, which saw a price increase from 0.8 yuan per jin to 20-30 yuan per jin due to its health associations [5][7]. - The article highlights the shift in consumer behavior, where vegetables are now being marketed not just for freshness but also for their health benefits, targeting urban consumers' needs [10][21]. Group 3: Health and Wellness Focus - The rise of "superfoods" like Banlangen and kale reflects a broader trend where consumers are increasingly concerned about health, nutrition, and the origins of their food, often willing to pay a premium for perceived health benefits [14][21]. - The article notes that the marketing of these vegetables plays into urban consumers' anxieties about time, environmental threats, and health, leading to a willingness to invest in higher-priced, nutrient-dense foods [18][21]. Group 4: Consumer Behavior - The article suggests that the fascination with unique vegetables is part of a larger narrative where consumers seek to enhance their health and lifestyle through food choices, often influenced by social media and marketing strategies [10][14]. - It emphasizes the importance of understanding personal health standards and making informed dietary choices rather than blindly following trends [21].