稻谷6步鲜米精控技术

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一场“反商业直觉”的豪赌,金龙鱼这步棋下对了吗?
第一财经· 2025-05-09 08:58
Core Viewpoint - The collaboration between Yihai Kerry's Jinlongyu brand and the agricultural reality show "Zhongdi Ba" reflects a deep consideration of modern agriculture, focusing on the entire supply chain from farm to table, addressing food security, and reconstructing brand value under the rural revitalization strategy [1][5][19] Group 1: Cross-industry Collaboration - The partnership with "Zhongdi Ba" has transformed from a marginal concept to a phenomenon, achieving significant popularity and recognition in the variety show market [3] - Jinlongyu's early sponsorship decision was controversial, as it was perceived that the audience demographics of the show did not align with the traditional customer base of the brand [3][5] Group 2: Value Creation and Brand Strategy - Jinlongyu's strategy emphasizes value resonance over mere traffic conversion, aiming to connect with young audiences through shared values and commitment to agricultural revitalization [5][11] - The brand's involvement in the show includes not just sponsorship but also deep participation in content design, transforming technical knowledge into relatable narratives for consumers [9][11] Group 3: Technological Innovation in Agriculture - Jinlongyu's "6-step fresh rice precision control technology" represents a significant advancement in agricultural practices, ensuring quality and reducing waste [16][18] - The technology includes processes such as timely harvesting, low-temperature storage, and scientific cooking methods, enhancing the overall quality and sustainability of rice production [16][18] Group 4: Commitment to Food Security - The brand's initiatives align with national strategies for food security, focusing on reducing losses and enhancing the quality of agricultural products [14][18] - By adopting innovative practices, Jinlongyu aims to minimize losses during harvesting, potentially saving significant amounts of rice that could feed millions [18] Group 5: Rural Revitalization and Farmer Welfare - Jinlongyu's "order agriculture" model enhances grain production and quality while motivating farmers through better pricing and technical support [19] - The company is also focused on digital transformation to drive efficiency and innovation in the agricultural sector, ensuring a sustainable future for both the industry and the farmers [19]