Core Viewpoint - The article highlights the significance of Guangdong's nianju (year orange) as a cultural symbol for the Spring Festival, emphasizing its growing popularity both domestically and internationally, with nearly 6 million pots being shipped globally [1][4][62]. Group 1: Cultural Significance - Nianju is an essential part of the Spring Festival culture in Guangdong, symbolizing good fortune and prosperity [3][11]. - The tradition of displaying nianju during the New Year is deeply rooted in local customs, with the saying "no nianju, no New Year" reflecting its importance [15][10]. Group 2: Production and Supply - Guangdong's nianju production is concentrated in several key areas, including Foshan, Guangzhou, Dongguan, and Huizhou, which together support the industry [25][24]. - Foshan's Chen Village is recognized as the "Hometown of Nianju," with over 4,000 acres dedicated to cultivation and an annual output of more than 3 million pots [27][28]. Group 3: Market Trends - The demand for nianju is increasing, with Guangdong's market share approaching 80% in the domestic market, and Chen Village supplying over 40% of the national nianju [66][67]. - Online and offline sales channels have facilitated the distribution of nianju across the country, enhancing its accessibility [68]. Group 4: Technological Advancements - The nianju industry in Guangdong has embraced technology, moving away from traditional farming methods to improve quality and efficiency [48][49]. - A comprehensive technological support system has been established to monitor and manage the growth of nianju, ensuring high standards [50][52]. Group 5: Branding and Marketing - The branding initiative "Chinese Nianju" aims to elevate Guangdong's nianju from a regional specialty to a national cultural symbol, enhancing its recognition and market presence [75][81]. - Collaborative marketing efforts have been launched to promote nianju as a representation of Chinese New Year culture, breaking regional barriers [84][78].

Core Viewpoint - The training program aims to enhance the marketing system for agricultural products in Guangdong, focusing on the "12221" marketing framework to address the challenges of selling agricultural products and promote rural revitalization [4][5][16]. Group 1: Training Program Overview - The second phase of the training for the Guangdong agricultural marketing system was held in Huizhou, attended by participants from Huizhou, Heyuan, and Shanwei [4][19]. - The training emphasizes the importance of a long-term commitment to building a robust agricultural marketing system, which is essential for improving market capabilities and serving the agricultural sector [20][22]. Group 2: "Media+" Concept - The "Media+" initiative is designed to reshape the value creation process in the agricultural industry by integrating media with agricultural practices, rather than merely increasing communication channels [24][25]. - The initiative aims to leverage cultural insights, resource connections, and matrix communication to enhance market and brand development across the agricultural supply chain [26][34]. Group 3: Agricultural Branding and Marketing - The "Yue" brand serves as an identity for Guangdong's agricultural products, with detailed guidance provided on the application and management of this branding [46][47]. - The training included practical case studies and methodologies to inspire participants to enhance product value and improve the branding of Guangdong agricultural products [50][51]. Group 4: Smart Agriculture and AI Integration - The integration of AI in agriculture is highlighted as a means to redefine industry rules, focusing on smart planting and breeding to enhance efficiency and productivity [53][58]. - The use of deep learning and AI is emphasized for data-driven decision-making in agricultural production, showcasing a trend towards modern agricultural practices [61][63]. Group 5: Local Agricultural Innovations - Local agricultural products from Huizhou, Heyuan, and Shanwei were showcased, emphasizing the importance of quality management and the application of new technologies in service delivery [66][68]. - The training encouraged participants to adopt innovative marketing strategies, including the use of short video content to promote local agricultural products effectively [100][102].