Brand building efforts boost agricultural product sales | Updated: 2022-11-03

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The flagship store of Shenxiandanong in Xianju county, Taizhou, East China's Zhejiang province on March 15. [Photo/]

Shenxiandanong, an agricultural brand created by Taizhou's Xianju county, has been critical to efforts to boost sales of local agricultural products.

The store, which was launched on March 15, currently has four branches in Hangzhou, Taizhou and Xianju. It has also a presence on e-commerce platforms like Taobao, Tmall and Douyin, the Chinese version of TikTok.

To date, more than 240 products from eight categories - grain and oil, bayberries, fruits and vegetables, tea, medicinal materials, meat and poultry, snacks and bamboo products - from Xianju can be found on the shelves of these stores.

These stores have generated 1.19 billion yuan ($183.08 million) in sales so far this year, and the profits have benefited three quarters of the farmers in Xianju.

The brand recently kicked off a campaign in which a market will be organized every week to help local farmers promote their agricultural products.

The first promotional session of the campaign took place on Oct 29 and the featured goods from  Xianju's Anling township and Guangdu township were well-received.

Chen Xiaolin, a resident from Shuangtang village, Anling township, said that he sold 700 steamed buns and 700 rice dumplings in just 90 minutes. Many prospective consumers also connected with him through the event.

By virtue of its ideal geographical location and climate, Xianju is endowed with rich natural resources and is best known for its waxberries and tea. However, many of the county's high-quality agricultural products are still not widely known in other parts of the country. 

The establishment of Shenxiandanong was part of efforts by the local government to help raise awareness and expand sales of these products.