"These vacuum-packed millet grains are full, and the good multigrain gift box is suitable for eating by yourself or giving it to friends." One day in April, in front of the exclusive shopping area of Hualian Supermarket's "Ganwei" products near Dongfanghong Square in Chengguan District, Mr. Zhang, a tourist from Shandong, was choosing goods with his friends. On the shelves, there is a dazzling array of products such as dried lilies, new three fortifications, and multigrain combinations, from daily ingredients to cultural and creative souvenirs, providing consumers with a variety of choices.
As the main urban area, Chengguan District does not have a large-scale contiguous agricultural product planting base, and the agricultural resource endowment is inherently insufficient. In the face of this reality, Chengguan District decisively jumped out of the traditional planting and breeding thinking, established the idea of agglomeration and empowerment development, based on the three major starting points of deep processing, global layout, and policy support, and made every effort to build the province's "sweet" brand processing hub, marketing highland, and display window, so that Longyuan's good goods can go out of the field, go to the market, and float in all directions with the unique location advantages and distribution functions of the main urban area.
Craftsmanship:
Increase value by processing efficiency
Good ingredients come from the land of Longyuan, and good gifts come from the ingenuity of Chengguan. Walking into the production workshop of Gansu Jiaye Tiancheng Agricultural Development Co., Ltd., on the clean and standardized production line, workers are dressed in uniform workwear, dust hats and masks, and are skilled in packaging, packaging, picking and other processes.
This provincial-level agricultural leading enterprise located in Chengguan District focuses on the packaging and sales of primary agricultural products such as miscellaneous grains and dry goods, adheres to the business philosophy of "customer first, health-oriented", strictly selects high-quality origin ingredients in the province from the source, and creates safe and nutritious agricultural products with zero additive technology. "Our raw materials such as millet, soybeans, quinoa and other raw materials come from high-quality production areas of origin, and after entering the factory, they are first screened and graded by machines, and then transported to vacuum machines, nitrogen pellet machines and other equipment for standardized processing, and finally manually picked and sorted to achieve traceability of the whole process." According to Tang Shuxian, deputy general manager of the company, the daily output of the multigrain noodle sub-loading machine in the workshop can reach five or six tons, and the rice vacuum machine, filling machine and other equipment perform their own duties, which not only ensures production efficiency, but also maintains the bottom line of quality.
With its hard-core product quality, the company has won a number of industry awards: in the past three years, it has won the gold medal of the China International Organic Food Expo four times in a row, and also won the gold medal of the Western China Green and High-quality Agricultural Products Production and Marketing Docking Expo; Relying on steady operation, the company has built an online and offline global sales network - online layout of mainstream e-commerce platforms such as Douyin and JD.com, and has reached long-term cooperation with more than 80 large and medium-sized supermarket chains such as RT-Mart Northwest District, China Resources Vanguard, and Beijing Hualian, covering more than 500 community convenience stores, forming a multi-level terminal sales matrix, so that "Ganwei" premium products can enter thousands of households.
Global web:
Expand the market with channels
Processing enhances value, and channels determine the market. If deep processing is the way to enhance the value of "sweet" products, then the global sales layout is the key path for the "sweet" brand to reach consumers. Chengguan District weaves a dense sales network with the layout of scenic spot windows + supermarket counters + community shops, so that the "sweetness" is fragrant throughout the city and deeply rooted in the hearts of the people.
In the Jinchengguan 4A-level scenic area, the only "sweet" authorized store in Lanzhou City, the Ganwei Agricultural Products Jinchengguan Exhibition and Sales Center, the owner Cheng Gangzheng enthusiastically introduced the products to tourists: "This is our Lanzhou's characteristic three forts, drinking heat and relieving heat in summer, as well as vacuum-packed dried lilies, all of which are authentic 'sweetness'." "This store, recommended by the Chengguan District Agriculture and Rural Bureau and authorized by the Gansu Characteristic Agricultural Products Production and Marketing Association, covers an area of 120 square meters, focusing on "sweet" products, integrating intangible cultural heritage and cultural and creative products, and has become an important window for foreign tourists to understand Gansu and take away "sweetness" since its opening in May 2024. On the shelves in the store, lilies, bitter water roses, multigrain gift boxes, health care products and other products are readily available, and the colorful packaging is dizzying, and many tourists stop to choose and put the "Gansu Memory" into shopping bags.
In addition to the scenic spots, major supermarkets in Chengguan District have set up exclusive purchase areas for "sweet" products, unified identification, centralized display, more than 500 community convenience stores to make "sweet" products within reach, build an all-round, multi-level, wide-coverage sales system, and realize "the origin is in the city and county, the premium is in Chengguan; raw materials gather in Longyuan, and the brand comes out of Jincheng", so that "sweet" products can not only meet the daily consumption needs of citizens, but also undertake the consumption flow of cultural tourism.
Policy support:
To ensure a strong chain and excellent ecology
The stability and long-term development of the industry is inseparable from the escort of policies. The vigorous development of the "Ganwei" brand in Chengguan District is a vivid embodiment of precise policy guidance and all-round support. According to the staff of the Chengguan District Agriculture and Rural Bureau, the district closely follows the construction of the province's "sweet" brand system, based on the functional positioning of the main urban area, and makes efforts from the four dimensions of high-level planning, industrial upgrading, publicity and promotion, and channel expansion, so as to escort the development of the "sweet" industry and continue to release the location agglomeration effect of the main urban area.
In terms of policy empowerment, Chengguan District has included "sweet taste out of Long" into the key tasks of the District Party Committee's Rural Work Leading Group, introduced special reward and subsidy methods, and given financial incentives to newly certified green and organic agricultural products and "sweet" brands to stimulate the vitality of enterprise development; In terms of industrial upgrading, more than 50% of the financial connection funds have been allocated for the development of the agricultural product industry, and a strict quality control system has been established, and the pass rate of agricultural product quality and safety sampling inspection has been stable at more than 98% in the past five years; In terms of publicity and promotion, with the help of mainstream platforms, we will tell the story of "Ganwei", organize enterprises to participate in various agricultural product exhibitions, and carry out 9 brand publicity activities in key cities such as Beijing, Changsha, and Chongqing to continue to enhance the brand awareness of "Ganwei"; In terms of channel expansion, we will promote the deep integration of offline brand store layout and online e-commerce platform operation, and build a full-chain sales model of "industry + farmers + cooperatives + online stores + platforms + markets".
A set of data witnesses the development of the "sweet" industry in Chengguan District: in 2025, the sales of "sweet" agricultural products in the district will reach 72.67 million yuan, and the sales of e-commerce will exceed 18.15 million yuan; It has cultivated 6 "sweet" brand enterprises and 7 brands, certified 10 organic agricultural products and 7 green agricultural products, forming a brand cultivation system led by "sweetness", supported by regional public brands, and centered on enterprise trademark brands, so that more high-quality agricultural products in Longyuan can go to a broader market through the "center" of Chengguan.
◆Reporter's notes
The idea has changed, and the advantages are full of new things.
Based on the location advantages of the main urban area, Chengguan District abandons the dependence on traditional planting and breeding, solves the shortcomings of resources, gives full play to the agglomeration advantages of location, market, channels, logistics, etc., improves the added value of agricultural products through deep processing, broadens sales coverage through global layout, amplifies brand influence through the integration of culture and tourism, and embarks on a road of agricultural industry development characteristics in the main urban area of "urban belt and countryside, industry to promote agriculture, and brand empowerment", and realizes the steady transformation from "agricultural product distribution center" to "core area of 'sweet' development".
Although it is still facing bottlenecks such as few brands and limited scale, the local area is making up for shortcomings and strong advantages with innovative ideas, promoting the unit of agricultural products to achieve higher added value, leveraging the big market with small industries, and allowing "sweetness" to take advantage of the momentum of Chengguan to truly go to the whole country and be well-known in all directions. (Reporter Yan Na text/photo)