Core Insights - Guangdong Province is a unique player in China's broiler chicken industry, with per capita poultry consumption at 49.2 pounds, double the national average, reflecting a strong regional preference for chicken meat [1] - The launch of the "Chinese Native Chicken Industry Base" aims to enhance the market for native chicken varieties and promote high-quality industry development through multi-party collaboration [1][2] - The introduction of the "Chinese Native Chicken Culinary Culture Promotion Center" by five leading companies aims to establish standards and marketing strategies to differentiate native chickens from fast-growing white-feathered chickens [2][3] Industry Challenges - The market share of yellow-feathered chickens has dropped from 38% in 2018 to 23% in 2024, with younger consumers showing less loyalty compared to older demographics [3] - The emergence of small white-feathered chickens, which offer a balance between growth speed and meat quality, poses a competitive threat to traditional yellow-feathered chickens [3] - The impact of avian influenza has led to live poultry bans in some areas, complicating the supply chain for yellow-feathered chickens [3] Product Development and Innovation - The native chicken varieties are characterized by slower growth and higher production costs, but they offer superior flavor and quality, which are increasingly sought after by consumers [2][4] - Companies like Wens Foodstuff Group have developed a "company + farmer" model to enhance the scale of yellow-feathered chicken farming and have established breeding companies to lead in the industry [5] - The development of a dynamic preservation system for local chicken breeds aims to integrate flavor genetics into commercial breeding, creating a closed-loop system for preservation, breeding, and promotion [5][6] Market Trends and Consumer Preferences - The demand for high-quality, flavorful chicken is rising, with a growing trend towards pre-prepared chicken dishes that cater to health-conscious consumers [8] - The promotion of native chicken culture through creative marketing strategies, such as fashion shows, aims to engage younger consumers and enhance cultural recognition [7][8] - The market for pre-prepared chicken dishes is projected to reach 485 billion yuan in 2024, with a 33.8% year-on-year growth, indicating strong potential for native chicken products [8] Strategic Initiatives - The establishment of the Chinese Native Chicken Industry Base is intended to support the scale and standardization of the native chicken industry, providing a solid foundation for industry upgrades [6] - The focus on product certification and branding aims to enhance consumer trust and recognition of native chicken products, differentiating them from white-feathered chickens [6][9] - The industry is shifting from basic consumption to a focus on high-quality experiences, with companies aiming to meet the evolving demands of consumers for both flavor and cultural significance [9]