Nestled amidst verdant mountains and fertile soil, Zhuyuan Township in Dangchang County boasts an excellent ecological environment, producing high-quality, natural agricultural specialties such as black fungus, local honey, wild vegetables, and medicinal herbs. However, for a long time, these premium local products were trapped in the remote mountains with limited sales channels. Despite their superior quality, local farmers struggled to obtain good returns. In the past, farming households primarily engaged in small-scale, self-marketed operations. While product variety was abundant, brands were fragmented; although quality was high, market access remained narrow. The lack of unified operations, standards, and branding prevented the area's ecological advantages from translating into economic benefits. Valuable products could not command good prices or reach broader markets, constraining income growth for the local population.
In recent years, Zhuyuan Township has adhered to party-building leadership, focusing on development challenges and leveraging targeted assistance opportunities from the provincial mobile company to innovate support methods and identify key breakthroughs for industrial development. On April 1, Dangchang County Zhuyuan Zhenpin Agricultural Development Co., Ltd. was officially inaugurated. Simultaneously, the county's first collectively-owned direct sales store, the "Zhuyuan Zhenpin Specialty Store," opened for business in the county town, creating a direct channel to market for mountain agricultural products.
The newly established agricultural company serves as a professional operating entity, becoming a vital link in boosting residents' incomes. It has effectively transformed previously scattered and disorganized farming and sales practices by comprehensively integrating high-quality agricultural resources across the township. By consolidating resources and building synergy, the company meticulously developed the "Zhuyuan" specialty brand, implementing unified standards for production, packaging, and management. This has endowed local agricultural products with a recognizable brand, consistent standards, and enhanced market competitiveness. Furthermore, a development model integrating "collectives + enterprises + direct sales + farmers" has been established, streamlining the supply chain from field to table. By reducing intermediate links, this approach ensures farmers need not worry about sales, consumers benefit from fair prices, and village collective economies experience steady growth, achieving a multi-party win-win situation.
Through collaborative government-enterprise efforts and dedicated support, Zhuyuan Township has simultaneously advanced offline exhibitions and online promotions, using a direct sales model to accelerate the flow of mountain specialties to wider markets. Local authorities have also capitalized on mobile assistance advantages by introducing public-benefit measures: residents who apply for mobile broadband services at the store can receive complimentary specialty agricultural gift packs. An activity allowing the exchange of "China Mobile AI Beans" for local products is also set to launch. This mutual empowerment of digital technology and specialty industries, along with the deep integration of communication services and rural revitalization, enables residents to enjoy convenient telecom services while increasing visibility and market reach for local agricultural products.
Though a small specialty store, it carries great aspirations for prosperity. The transition from stagnant sales to accessing direct sales channels and digital platforms has enabled Zhuyuan Township to forge a distinctive development path characterized by enterprise-local collaboration and shared prosperity. This initiative stands as a practical example of how targeted assistance can drive the revitalization of rural industries. Strengthening the "Zhuyuan" brand aims to benefit countless households. Wang Hui'an, Party Secretary of Zhuyuan Township, stated that moving forward, the township will use the agricultural company's operations and the specialty store's opening as a new starting point. Efforts will continue to strengthen the "Zhuyuan" brand, improve online and offline sales networks, and actively explore new formats like live-streaming commerce and contract farming. The township will further refine mechanisms linking, supporting, and benefiting farmers, nurturing products such as small fungus, medicinal herbs, and epimedium into pillar industries that enrich residents and strengthen the local economy. This will allow more farming households to share in the benefits of industrial development, injecting stronger momentum and vitality into comprehensive rural revitalization.
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