The operational results of the Qinzhou Yellow Millet Brand Influence Index show that as of the fourth quarter of 2025, the index reached 2041.16 points, marking a 23.77% increase from the beginning of the year. The annual compound growth rate soared to 273.29%, indicating that the Qinzhou Yellow Millet brand is currently in a phase of vigorous and upward development.
An analysis of the performance of the index's sub-indicators reveals that the three major metrics—brand leadership, brand communication power, and brand attention—all demonstrated positive operational trends. Among these, brand communication power exhibited particularly robust growth in 2025, emerging as the core engine driving the significant rise of the Qinzhou Yellow Millet Brand Influence Index.
In 2025, concentrated coverage from national, provincial, and municipal media injected strong momentum into the development of the Qinzhou Yellow Millet industry. On the national front, authoritative platforms such as Xinhua Finance, Xuexi Qiangguo, *Farmer's Daily*, the Xinhua News Agency app, the *People's Daily* app, China Agricultural Network, China News Network, the Shanxi channel of Xinhuanet, and China National Radio intensively focused on the brand. This coverage not only rapidly enhanced its brand awareness and credibility but also effectively connected policy resources, market demand, and industrial capital, successfully elevating Qinzhou Yellow Millet from a regional specialty to a nationally recognized brand.
Concurrently, provincial and municipal media outlets, including *Shanxi Daily*, Shanxi News Network, Yellow River News Network, *Changzhi Daily*, *Shanxi Economic Daily*, *Shanxi Evening News*, *Shanxi Farmer's News*, Xiyang Rongmei, and *Shangdang Evening News*, concentrated on policy implementation, market expansion, and regional brand empowerment. Their efforts helped Qinzhou Yellow Millet achieve simultaneous improvements in brand exposure, cultural dissemination, and sales conversion.
The exposure of Qinzhou Yellow Millet on self-media platforms increased significantly in 2025. Data monitoring indicates that by the fourth quarter, the brand communication power sub-index had grown by 41.06% compared to the start of the year. On graphic and text-based platforms like WeChat and Weibo, the brand's communication content covered multiple dimensions, including local policies and industrial advancement, official activities and results showcases, regional image and cultural heritage, and in-depth media interpretations. Official events such as the Millet Industry Development Conference, the Farmers' Harvest Festival, and the Organic Product Certification Promotion Week received high-frequency dissemination, effectively boosting the brand's authority and credibility by showcasing phased achievements.
On short-video platforms, content creation for Qinzhou Yellow Millet was highly focused on end-user sales and value, revolving around product selection guides, sharing of consumption scenarios, and "favorite product" recommendations. This content achieved precise reach through models like community group buying. The substantial increase in the brand's exposure on self-media platforms reflects the accelerating trend of consumers migrating towards new media channels for information, suggesting that industry practitioners should follow this trend by strengthening their presence and investment in these new channels.
Based on an analysis of word frequency across the internet, the communication heat for Qinzhou Yellow Millet in 2025 was concentrated around keywords such as "Shanxi," "Yellow Millet," and "Qinzhou." These terms ran through the year's communication content, forming the core themes. High-frequency words that followed, including "development," "specialty product," and "project," further outlined the distinct characteristics of the brand communication—using Qinzhou Yellow Millet as an anchor to focus on the core demands of developing local characteristic industries, highlighting the brand's strategic positioning and industrial value within the regional economy.
The Qinzhou Yellow Millet Brand Influence Index was jointly launched by China Economic Information Service and the People's Government of Qin County, with daily operation and maintenance handled by the Xinhua Index Institute. This index system encompasses three primary indicators—brand leadership, brand communication power, and brand attention—along with ten secondary indicators. It is designed to scientifically quantify brand communication effectiveness and serves as an important basis for assessing the development of the Qinzhou Yellow Millet industry and enhancing its brand value. Through continuous monitoring and regular information disclosure, the index empowers local rural revitalization with digital tools, promoting the high-quality development of the Qinzhou Yellow Millet industry.
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