中国青年报客户端北京1月31日电（中青报·中青网记者 尹希宁 实习生 程嘉怡）镇赉大米、湖北天门特 色蔬菜、新疆和田大枣、密云水库鱼、智利车厘子……1月31日，第四届新发地年货节在果品市场正式 启幕。 记者了解到，本次年货节主题为"骐骥送福 年货迎新"，主会场总占地1.1万平方米，设188个展位，来自 18个省份的100多个企业参展，加上分会场全国名特优展厅的特产展区，总品类超过4000种。 北京新发地农产品批发市场提供的数据显示，2025年新发地市场总交易量达1560万吨，总交易额1288亿 元，为年货节充足供应、稳价惠民筑牢根基。 为满足不同群体的采购需求，年货节打造线上线下全渠道采购场景。线下，"新发地好生活·大有好品进 社区"活动深入丰台、大兴、海淀、朝阳等区域，将优质实惠的农产品直供居民楼下，省去中间环节； 线上，新发地电商直播账号、社区团购平台将商品同步上线，搭配满减折扣、网红带货等福利活动，联 合快递物流实现"一键下单、年货到家"。 2026年春节临近，新发地市场组织超2000名商户留守，坚持"春节不打烊"，确保春节期间持续供应新鲜 平价产品。目前，市场蔬菜日上市量稳定在2.2万吨左右，水果约1 ...

Core Insights - The article emphasizes the importance of agricultural brand development in China, highlighting the cultivation of green, organic, and high-quality agricultural products to increase farmers' income and upgrade the supply-demand structure of agricultural products [1] Group 1: Agricultural Brand Development - The initiative aims to strengthen brand agriculture construction during the "14th Five-Year Plan" period, focusing on quality assurance and the establishment of a standardized agricultural product system [1] - There is a need to address shortcomings in processing technology, cold chain logistics, and quality traceability to ensure consumer confidence in purchasing agricultural products [1] Group 2: Case Study - Jilin's Zhenlai Rice - Jilin's Zhenlai rice exemplifies successful agricultural branding by turning saline-alkali land disadvantages into advantages, producing high-value products like weak-alkaline rice through deep processing [1] - The development of a benefit-sharing mechanism has facilitated the collaborative growth of farmers, enterprises, and research institutions [1] Group 3: Marketing and Sales Strategies - The article stresses the importance of effective marketing strategies, including precise positioning, brand development, and multi-dimensional marketing to achieve high-quality and high-price products [1] - It highlights the necessity for a marketing service system that cultivates versatile talents skilled in agriculture, management, and marketing to support the transition from "selling raw materials" to "selling products" and "selling brands" [1]

Core Viewpoint - The article emphasizes the importance of agricultural brand development in China, highlighting the cultivation of green, organic, and high-quality agricultural products to increase farmers' income and upgrade the supply-demand structure of agricultural products [1] Group 1: Agricultural Brand Development - China is advancing agricultural brand construction, fostering a range of green, organic, and high-quality agricultural products, which in turn enhances farmers' income and promotes the upgrading of the agricultural supply-demand structure [1] - An example is provided with Jilin's Zhenlai rice, which transforms the disadvantages of saline-alkali land into advantages by producing high-value products like weak-alkaline rice through deep processing [1] Group 2: Market and Sales Strategies - The article discusses the importance of establishing a sound interest linkage mechanism to achieve coordinated development among farmers, enterprises, and research institutions [1] - It highlights the need for effective production and sales connections, emphasizing precise positioning, brand development, and multi-dimensional marketing to ensure high quality and pricing [1] Group 3: Challenges and Future Directions - The article notes that there are still not enough strong brands with wide influence, and some regions focus too much on production while neglecting market strategies, indicating a need for long-term planning and consistency in brand cultivation [1] - During the "14th Five-Year Plan" period, there is a call to strengthen brand agriculture construction, ensuring quality as a guarantee and advancing the establishment of a standardized agricultural product system [1] - The article suggests addressing shortcomings in processing technology, cold chain logistics, and quality traceability to build consumer trust [1] - It advocates for the development of a marketing service system for agricultural products and the cultivation of versatile talents in agriculture, marketing, and management [1] - The goal is to shift agriculture from "selling raw materials" to "selling products" and "selling brands" through collaborative efforts in channel connection, financial services, and marketing promotion [1]