At five in the morning, as the mist still lingers over Xincun Township, Qinggang County, Suihua City, the sounds of geese calls already fill the air at the Longnong Zige breeding base's vast green ponds. Thousands of white geese flap their wings and glide into the water, feeding on aquatic plants and drinking fresh water, with blue leg bands on their ankles reflecting the morning light—these are their "digital IDs" from farm to consumer. At the same time, on-site personnel from the JD Fresh quality control team have begun inspecting the sheds, recording daily water temperature, feed intake, and flock activity. This is an ordinary day for the "Heilongjiang Swimming Geese" designated breeding project, and a new picture of agricultural support jointly created by the Heilongjiang Provincial Government and the JD.com Group.
Building on the deepened strategic cooperation agreement signed between the Heilongjiang Provincial Government and the JD.com Group, both parties are focusing on the development of characteristic agriculture and animal husbandry in Heilongjiang, continuously deepening e-commerce production and sales collaboration to help local agricultural enterprises expand online sales channels and activate new momentum for rural industries. The "Heilongjiang Swimming Geese" designated breeding project, implemented under this cooperation framework, has now established a new model for agricultural support characterized by standardization, digitalization, and branding.
Establishing the Swimming Geese Project
Heilongjiang is a well-known major agricultural province in China, with vast forests, dense ponds, clean water sources, and fertile black soil. These unique natural conditions provide an ideal environment for the growth and breeding of high-quality white geese. The "Heilongjiang Swimming Geese" designated breeding project operates on a core mechanism of "government setting the stage, enterprises performing, cooperatives organizing, and farmers participating." The stocking of goslings and designated breeding work were fully completed in June this year. After several months of ecological farming, this batch of "Heilongjiang Swimming Geese" will be centrally harvested in October and delivered to consumers nationwide via JD Fresh's online and offline channels.
A relevant person in charge from JD Fresh introduced that the project carefully selected two major breeds: the local landmark Heilongjiang breed "Zige" and the widely market-accepted "Sanhua Goose," covering both high egg-laying and excellent meat-producing performance, which are high-quality breeding varieties cultivated over the long term. Heilongjiang Longnong Zige Breeding Co., Ltd. is an important partner in the "Heilongjiang Swimming Geese" designated breeding project. Located in Xincun Township, Qinggang County, Suihua City, it is a modern breeding enterprise integrating research, production, and breeding. The company covers a total area of 194 acres, with outstanding hardware capabilities. Its annual output of commercial geese can reach over 100,000 birds, with 10,000 breeding geese, placing its breeding scale at the forefront locally. Currently, the company's breeding base has been rated as a provincial-level agricultural technology demonstration base in Heilongjiang, and it obtained the "Production and Management License for Breeding Livestock and Poultry" in October 2025. Its breeding source propagation and population management fully comply with national regulations, ensuring safe, formal, and reliable supply of breeding sources.
Discussing the project cooperation, the company's chairman, Wang Sijia, stated that while Heilongjiang white geese are of excellent quality, the industry was previously fragmented with single sales channels, making it difficult to achieve economies of scale. This tripartite collaboration between government, enterprise, and platform on the swimming geese designated breeding project addresses the industry's shortcomings and presents a significant opportunity for the scaled and branded development of the local white goose industry. "Starting this year, the group will focus on deep cultivation in poultry slaughtering and deep processing, continuously extending the industrial chain to build a fully closed-loop industrial development system. With government policy support and JD's channel backing, local breeding enterprises will fully leverage their own breeding and farming advantages to accelerate the entry of high-quality Heilongjiang white geese into the national market," Wang Sijia said.
Ecological Farming Upholds Quality Standards
Why were "Heilongjiang Swimming Geese" chosen? Green ponds and ecological free-range farming. Wang Sijia explained that "Heilongjiang Swimming Geese" adhere to ecological farming standards throughout the process, ensuring natural flavor and superior product quality. During the breeding process, the white geese roam freely in natural forest ponds, drink fresh natural water, and feed on natural forage. The enterprise strictly controls the growth cycle, allowing the goose meat's flavor to develop naturally and retain the characteristics of original ecological ingredients. Simultaneously, JD dispatches professional quality control teams to the front lines of breeding, conducting dynamic and standardized quality checks across the entire cycle from breeding and slaughtering to production. They will also collaborate with the Heilongjiang Academy of Agricultural Sciences, industry associations, and third-party certification bodies for multiple verifications of goose breeds and product quality.
"JD Fresh is leading the formulation of the JD Heilongjiang Swimming Geese Breeding Group Standard, which clearly defines requirements for breeding source selection, farming cycle, disease prevention and safety, and quality grading, guiding the entire industry upgrade through standardized management," said a JD Fresh representative. As a core breeding enterprise, Longnong Zige is equipped with a full set of modern breeding facilities, providing hardware support for ecological farming and breed propagation. The company has built a 1000-square-meter incubation workshop, relying on advanced equipment to ensure gosling incubation efficiency and quality; a 3766-square-meter Zige Conservation and Utilization R&D Center gathers professional research teams to continuously carry out breed optimization and technological improvement. The base also features multiple standardized sheds, including temperature-controlled sheds, parent generation breeding goose houses, improved breed propagation houses, and large-scale breeding sheds, with zoned rearing based on the growth habits of geese at different stages, effectively improving gosling survival rates and breeding goose reproductive capacity.
"The enterprise initiated a second renovation and expansion project in May 2025, focusing on creating a garden-style breeding demonstration base to further optimize the breeding environment. By combining high-quality hardware with scientific technology, we continuously solidify the foundation of product quality. Relying on complete facilities and strict standards, the enterprise fully cooperates with full-chain quality control requirements to ensure every harvested swimming goose meets quality specifications," Wang Sijia said.
Characteristic Industry Paves the Road to Revitalization
The "Heilongjiang Swimming Geese" project is not only a production and sales collaboration but also an important vehicle for supporting farmers, benefiting agriculture, and promoting rural revitalization. The project implements a "one introduction, two linkages" development model: the government introduces the JD platform to support local breeding cooperatives, which then mobilize farmers to participate in breeding, establishing a close and stable interest linkage mechanism. This model effectively integrates scattered breeding resources, promotes the local white goose industry towards scale, standardization, and branding, helps characteristic agricultural products shift towards value competition, extends industrial chain value through brand premium, and promotes the integrated development of agriculture, culture, and tourism.
Longnong Zige is also actively exploring a "enterprise + cooperative + farmer" model to link and lead farmers, leveraging the demonstration role of leading enterprises. Wang Sijia stated that the enterprise, relying on its own advantages in breeding sources, technology, and market, provides surrounding farmers with one-stop services including gosling supply, breeding technical guidance, market information connection, and product sales guarantees, solving problems such as insufficient farming technology, poor sales channels, and weak risk resistance among farmers. Driven by the project, multiple new local employment positions have been created, farmers' income from participating in breeding has become more stable, effectively achieving nearby income increase and prosperity.
To further amplify industrial value, all parties are working together to build a regional characteristic brand. The local government integrates cultural tourism and promotional resources, striving to make "Heilongjiang Swimming Geese" a new business card for Heilongjiang's characteristic agricultural products; JD Fresh, based on different consumption scenarios, has launched multiple products covering diverse needs such as daily household consumption and holiday gift-giving, broadening product market coverage. Regarding the long-term development of the industry, all parties have clear plans. A JD Fresh representative stated that they will use this swimming geese cooperation as a starting point to continuously deepen cooperation with Heilongjiang. On one hand, they will delve deeper into the white goose industry, optimizing breeds, expanding breeding scale, and improving industry standards; on the other hand, they will gradually expand cooperation categories, extending collaboration to Heilongjiang's characteristic agricultural products like rice, corn, and cold-water fish, establishing a normalized, comprehensive channel for high-quality black soil products to reach the market. Through a long-term, stable production and sales connection mechanism, they will feed value back to the production end from the market end, activating the endogenous momentum of rural industries and driving increased production and income for farmers.
Wang Sijia indicated that the enterprise will adhere to an integrated development path of "R&D + production + processing + technology + brand," continuously deepening innovation in Zige breeding and farming technology, and cooperating with the government and JD to improve the industrial system. In the future, the enterprise will continue to expand its outreach, absorbing more farmers into the breeding industry, fully supporting the development of characteristic industries in Qinggang County, and helping Heilongjiang build a national-level white goose characteristic industrial cluster. Guo Shasha, Director of the E-commerce Department of the Heilongjiang Provincial Department of Commerce, stated that the next step will use the "Heilongjiang Swimming Geese" project as a demonstration to continuously promote the in-depth development of the "Heilongjiang Quality Products on JD" series of production and sales connection activities, driving more advantageous Heilongjiang categories to enter leading e-commerce platforms like JD. At the same time, they will fully implement the "Several Policy Measures for Promoting High-Quality Development of E-commerce in Heilongjiang Province," making continuous efforts in cultivating e-commerce entities, creating public brands, and expanding the professional talent team. Through the dual drive of "policy + activities," they will smooth the channel for high-quality agricultural products to reach the market, enabling more "Heilongjiang Quality Products" to fly out of the black land with digital wings.
The multi-party collaborative "Heilongjiang Swimming Geese" project has activated the vitality of characteristic industries on the black soil, providing a replicable practical model for agricultural modernization and rural revitalization, and also enabling high-quality Heilongjiang agricultural and livestock products to continuously reach millions of households nationwide.
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