Amidst the short video era, where people rush to compete for online traffic and sales, residents of Guyuan, Ningxia, have not abandoned traditional offline sales channels. They understand that for agricultural products with special preservation requirements, renowned offline large supermarkets, buyers, and supply chain enterprises are the primary promotion and sales channels.
From November 19th to 21st, leveraging the opportunity of the China International Retail Innovation Conference, the “Liupanshan Cold and Cool Vegetables” Regional Public Brand Promotion Event and Ningxia Guyuan High-Quality Agricultural Products Production and Marketing Docking Event were held at the Shanghai International Convention Center. This time, several county party secretaries and mayors from Guyuan City brought potatoes, Chaona chickens, yellow beef, cold and cool vegetables, and other goodies produced in Liupanshan to Shanghai.
Yang Shengjun, Vice Mayor of Guyuan City, promoted Liupanshan agricultural products. Image from the Guyuan Municipal Party Committee Propaganda Department.
On November 19th, the scene of the “Liupanshan Cold and Cool Vegetables” Regional Public Brand Promotion Event and Ningxia Guyuan High-Quality Agricultural Products Production and Marketing Docking Event. Image from the Guyuan Municipal Party Committee Propaganda Department.
The Paper learned that in order to better promote regional public brands such as “Liupanshan Cold and Cool Vegetables” and enhance their market fame and influence, since 2023, the main leaders of the Guyuan Municipal Party Committee and Municipal Government, as well as the party and government heads of various counties and districts in Guyuan, have led teams to hold similar brand promotion and production-marketing docking events in Fuzhou, Xi’an, Chengdu, Changsha, Shanghai, and other places to support rural revitalization and increase farmers’ income.
Each promotion meeting invited local well-known agricultural product distribution companies, purchasing companies, supply chain companies, and relevant responsible persons from large supermarkets to participate. At the meetings, the party and government heads of various counties and districts in Guyuan promoted and introduced local special agricultural products. For example, at the “Liupanshan Cold and Cool Vegetables” Regional Public Brand Promotion Event and Ningxia Guyuan High-Quality Agricultural Products Production and Marketing Docking Event held in Shanghai, Yang Shengjun, Vice Mayor of Guyuan City, promoted Liupanshan agricultural products; He Yongji, Member of the Standing Committee of the Guyuan Municipal Party Committee and Secretary of the Yuanzhou District Party Committee, promoted Yuanzhou broccoli; Ma Tianxia, Mayor of Xiji County, promoted Xiji celery; Liu Bin, Secretary of the Longde County Party Committee, promoted Longde shiitake mushrooms; Ma Xiaohong, Mayor of Jingyuan County, promoted Liupanshan beef; Zhang Yongqiang, Secretary of the Pengyang County Party Committee, promoted Pengyang peppers.
On November 19th, the scene of the “Liupanshan Cold and Cool Vegetables” Regional Public Brand Promotion Event and Ningxia Guyuan High-Quality Agricultural Products Production and Marketing Docking Event. Image from the Guyuan Municipal Party Committee Propaganda Department.
Apart from promoting agricultural products, during the event, Guyuan City also organized exchanges, inspections, and cooperation negotiations between representatives of Guyuan enterprises and domestic and foreign retail channel buyers. A signing ceremony was held for cooperation between Guyuan City and representative enterprises from the Yangtze River Delta region, with 14 agricultural product purchase and sale agreements and industrial project investment agreements signed on-site, totaling 718 million yuan.
Guyuan City is located in the Liupanshan area in the southern part of Ningxia Hui Autonomous Region, with an average altitude of about 2000 meters and a typical continental monsoon climate. Although the winters here are long and cold, the summers are very cool with an average temperature of only 18°C. Due to the large temperature difference between day and night, abundant sunshine, and sufficient rainfall, this place is very suitable for the growth of cold and cool vegetables, and it is known as China’s “Hometown of Cold and Cool Vegetables”.