At the foot of Jinggang Mountain, crates of agricultural products bearing the "Jinggangshan" label are being shipped to domestic and international markets via cold-chain logistics. Ji'an, a revolutionary stronghold in Jiangxi, once struggled with the dilemma of "high production without high prices" due to fragmented and uncoordinated agricultural practices. Today, leveraging the regional public brand "Jinggangshan" and supported by financial resources, the area is transforming its agricultural sector from "individual efforts" to "collective development," and from "general but not green" to "green and prosperous."
**Brand Integration Breaks the Deadlock: Turning "Scattered Sand" into a "Fortress"** "Previously, each household grew rice independently, with mixed varieties and inconsistent standards. After drying, we had to accept whatever price dealers offered at the market. Now, by joining the 'Jinggangshan' rice brand, everything from seed selection to harvesting follows strict standards, increasing annual earnings by tens of thousands," shared a representative from Ji'an's Agriculture and Rural Affairs Bureau.
Ji'an, located in the hilly regions of central Jiangxi with the Gan River flowing through, boasts rich ecological resources and produces specialty goods like rice, tea, honey pomelos, and black-bone chickens. However, the sector long suffered from being "abundant but not premium, premium but not strong." With nearly a thousand small brands operating independently, the lack of market competitiveness left farmers and small-scale enterprises struggling for financing and growth.
To address this, Ji'an prioritized brand consolidation. In recent years, the city designated the "Jinggangshan" regional public brand as a key focus for agricultural modernization, adopting a unified approach to shift from "variety-focused" to "brand-focused" production. By integrating scattered resources, establishing a brand promotion association, and implementing standardized production, packaging, and traceability systems, the city now competes under a single brand.
**Financial Support Fuels Brand Growth** Despite brand consolidation, funding shortages remained a hurdle. The timely release of the People's Bank of China's *Green Finance Support Project Catalog (Trial)* in March 2025, which included agricultural regional public brands under green finance support, provided a policy boost. Ji'an swiftly identified green projects, compiled lists of brand enterprises and financing needs, and organized financial matchmaking sessions, securing RMB 22.142 billion in financing demands.
Post-session, Jiangxi Bank's Qingyuan Branch issued RMB 64.9 million in low-carbon agricultural transformation loans tied to carbon footprints. Industrial and Commercial Bank of China's Ji'an Branch introduced "Jingnong e-loans," disbursing nearly RMB 300 million to 90 brand-authorized enterprises by September 2025 without traditional collateral.
In Taihe's black-bone chicken industry, Shangrao Bank's Ji'an Branch launched "Black-Bone Chicken Loans," expanding local breeding scale by 30% and increasing R&D investment by 25%, while supporting over 200 households. Under PBOC Jiangxi's guidance, Taihe Rural Commercial Bank issued the province's first green financial bond and introduced biodiversity-linked loans for forest-raised black-bone chickens.
For honey pomelos, Jiangxi Bank's Jishui Branch innovated with "Pomelo Ticket Loans," granting RMB 10 million for orchard upgrades and cold-chain storage. Postal Savings Bank's Yongfeng Branch supported rice processors with "Rice Processing Cluster E-Loans," approving RMB 1.845 million for SMEs.
**Collaborative Efforts Overcome Challenges** The brand's journey faced obstacles: counterfeit products, low processing rates, weak cold-chain logistics, and inconsistent standards. Ji'an responded with strict quality controls, establishing a traceability system covering all authorized products and enforcing "self-inspection + third-party certification + government oversight."
Since 2024, the city has set 138 group standards for staples like Jinggangshan sweet potato noodles and honey pomelos, spanning eight industries. Online, 1,727 e-commerce stores and six Douyin live-streaming bases boosted sales, with annual turnover hitting RMB 3.28 billion in 2024. Offline, flagship stores in major cities and partnerships with high-end retailers expanded market reach.
**Results and Future Vision** In 2024, "Jinggangshan" brand sales surged 75.8% to RMB 13.078 billion, with authorized products commanding a 21.8% premium. The brand ranked seventh nationally in influence, benefiting 500,000 households with a 6.8% income rise.
Looking ahead, Ji'an aims to elevate the brand globally through digital agriculture, leveraging big data for precision farming and streamlined processing. Financial innovations like the "Jihuitong" platform (RMB 1.806 billion in credit by November 2025) will further align funding with agricultural needs.
The city plans to expand green finance tools, pilot agricultural green transition standards, and introduce new loan products like water-surface operation rights financing. On this red soil, the synergy of branding and finance continues to paint a vibrant picture of rural revitalization.
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