On September 19, Lanxian brought specialty agricultural products under its regional public brand "Yipin Lanzhou" — including potatoes, millet, sea buckthorn, and edible fungi — to the 2026 Xinhua Index Autumn Harvest Release and Agricultural Strategic Benchmark Conference held in Shanghai.
Targeting the Yangtze River Delta market, the county showcased premium harvest goods from the Loess Plateau, leveraging the national exhibition platform to "set sail" and actively pursuing production-sales matchmaking, bringing high-quality agricultural products from the mountains to the broader national market.
In the golden autumn season, Lanxian's fields unfold a picture of abundance. Sea buckthorn berries hang heavy on branches, miscellaneous grains fill the barns, and potatoes are being harvested from the soil. These local products, nurtured by the sunshine and rain of the Loess Plateau, now carry a unified and resonant county-level public brand — "Yipin Lanzhou" — enabling premium agricultural specialties hidden deep in the mountains to leave their home villages and reach broader markets.
Walking into the "Yipin Lanzhou" one-stop agricultural-culture-tourism procurement center in Lanxian, sea buckthorn juice, fine miscellaneous grains, and potato series products are neatly displayed in rich variety, with the unified "Yipin Lanzhou" logo prominently featured on the packaging. This place serves not only as a distribution hub for Lanxian's specialty agricultural products but also as a vital window for the county's public brand to showcase, promote, and sell its goods. On-site staff are orderly packing various grain gift boxes and specialty products, sorting and shipping them to large supermarkets in the provincial capital and across the country.
"Yipin Lanzhou is a regional public brand tailor-made for Lanxian. After years of cultivation and promotion, it has become the exclusive 'identity marker' for Lanxian's high-quality agricultural products," introduced Du Yunxiang, Chairman of Lanxian Modern Agriculture Development Investment Co., Ltd. He noted that more than 60% of the county's agricultural specialty production and operation entities have been incorporated into the public brand system, and this year the company will make every effort to advance full coverage of the public brand, ensuring "Yipin Lanzhou" appears on more Lanxian agricultural products and building a golden agricultural signboard recognized by the market and trusted by the public.
This confidence was not built overnight. Years ago, Lanxian's potatoes, miscellaneous grains, sea buckthorn, and edible fungi were of excellent quality and naturally ecological, enjoying unique resource advantages. However, due to the lack of unified brand leadership, various agricultural product operators worked independently and in a dispersed manner. High-quality agricultural products suffered from low recognition and weak influence, often falling into the dilemma of "good mountains and good water produce good goods, but good wine fears a deep alley." Quality products struggled to command premium prices, and bumper harvests did not translate into increased income, constraining the industrialized development of specialty agriculture.
To break through the bottleneck of industrial development, Lanxian has based itself on local agricultural resource endowments, deepened its commitment to specialty agriculture, and focused on brand building. The county has firmly grasped the "golden key" of rural industrial revitalization — the construction of the "Yipin Lanzhou" public brand — and carried out systematic, standardized integration and upgrading of the county's agricultural specialty resources. The county strictly implements an operating model of unified trademark, unified packaging, unified standards, and unified supervision, thoroughly breaking the previous scattered and individualized business pattern, pooling dispersed local agricultural product resources into a unified force for concentrated development.
Currently, the brand has covered more than 60% of the county's agricultural specialty product operating enterprises, attracting 33 high-quality certified enterprises and 376 specialty agricultural products to join the procurement platform. The Lanxian Supply and Marketing Cooperative has given full play to its role as a bridge, actively building production-sales matchmaking platforms, unblocking agricultural product circulation channels, and connecting the entire industrial chain from rural fields and production processing to supermarket terminals and online markets. From standardized planting and management in the fields, to refined quality upgrading in processing workshops, to brand-oriented promotion and empowerment at the market end, Lanxian has continuously improved and perfected its integrated production-supply-sales industrial chain system, comprehensively enhancing the quality, appearance, and market competitiveness of its agricultural specialties.
Relying on a 330,000-mu potato planting base with an annual fresh potato production capacity exceeding 300,000 tons, deep-processing products such as potato vinegar, potato fried dough twists, and potato liquor have been successively developed and brought to market, with industrial development gradually transitioning from fresh potato external sales to deep-processing value-added transformation. In parallel, a 300,000-mu natural sea buckthorn raw material base and six standardized deep-processing production lines have built a complete sea buckthorn industrial chain integrating planting, processing, research and development, and sales, with annual output value exceeding 150 million yuan.
"We hope to polish the local specialties hidden in the mountains into golden calling cards that travel far and wide," said the local brand operation manager. Brand cohesion accelerates industrial development. In addition to the Shanghai event, on September 5, six major categories and nearly a hundred specialty agricultural products appeared at the 8th China Grain Trade Conference with a standardized overall image, showcasing Lanxian's achievements in specialty and premium agriculture to merchants nationwide. Each exhibition is a brand debut, and Lanxian continues to leverage various national exhibition platforms to broaden external cooperation channels and continuously enhance the visibility of "Yipin Lanzhou."
The wider the channels, the brighter the brand. Online, the county relies on a diversified e-commerce matrix to deepen its cloud market presence and expand online sales channels; offline, it continuously extends to supermarkets and distribution outlets in the provincial capital and other regions, precisely matching terminal consumer demand. Currently, Lanxian's sea buckthorn beverages, premium miscellaneous grains, ecological potatoes, and specialty edible fungi series are walking out of Lüliang and into the nation with a unified, standardized, and high-quality brand image. Multiple high-quality local products have successfully entered large supermarkets and chain stores, achieving a magnificent leap from fields to supermarket shelves.
Grounded in the present and looking to the future, Lanxian will continue to focus on three core goals — brand enhancement, industrial quality improvement, and farmer income growth — with precision and persistence. The county will continue to solidify the foundation of standardized planting and production, extend the deep-processing chain of agricultural products, amplify the agglomeration advantages of the public brand, and continuously polish the "Yipin Lanzhou" county-level agricultural golden signboard. By telling the story of Lanxian's specialty agriculture well, the county aims to make its high-quality agricultural products renowned far and wide, enable specialty industries to continuously empower the people to increase income and prosper, and inject an endless stream of new industrial momentum into the high-quality development of rural revitalization across the county.
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