启动千城万店,让世界品味奇香杏花鸡!封开与莞篮子达成战略合作
为深入推进“百千万工程”,助力杏花鸡产业高质量发展,启动千城4月14日,店味奇莞篮在第八届中国国际食品及配料博览会暨第二届中国国际预制菜产业博览会(下称“食博会·预博会”)上,让世封开县农业农村局与广东莞篮子农产品有限公司(下称“莞篮子”)达成战略合作协议,界品双方将联合封开杏花鸡、香杏石龙奇香鸡品牌优势,花鸡合作以“总部+基地+门店+线上”等合作模式,开展双品牌战略,推进“奇香杏花鸡”品牌发展,启动千城万店发展战略。在同日举行的食博会·预博会全国预制菜争霸赛上,奇香杏花鸡成功入选“十佳预制菜美味榜”。
封开县农业农村局与广东莞篮子农产品有限公司达成战略合作。
奇香杏花鸡入选全国预制菜争霸赛“十佳预制菜美味榜”。
奇香杏花鸡,是由封开县封开杏花鸡“12221”市场体系建设行动工作专班(以下简称“杏花鸡专班”)牵头,结合封开杏花鸡与石龙奇香鸡原有优势,以双品牌战略所打造的品牌项目。东莞石龙奇香鸡是一家拥有三十七年历史的老字号,于1985年由周景棠先生创办,至今已成为东莞特色美食的金字招牌。
奇香杏花鸡。
“2023年封开县新增新建杏花鸡养殖小区5个,其中新增养殖量估计可以达到55万左右,可以更好地满足新兴市场的需求。”杏花鸡专班相关负责同志介绍,2024年奇香杏花鸡将新增20间奇香杏花鸡体验店,分布香港,东莞,佛山,广州,肇庆等地,将进一步融入粤港澳大湾区战略市场。
今年2月,奇香杏花鸡体验中心在封开县开业,由粤菜大师主理,食客们可以体验传统和新式的杏花鸡菜肴。体验中心还选用了开放式厨房,方便消费者对后厨进行监督。在田头、养殖基地到消费者终端的链路上,奇香杏花鸡体验店可填补消费者认知的空白,构建沉浸式的互动体验场景,让消费者近距离感知产品的高品质感,加深对品牌的认知。
奇香杏花鸡体验中心效果图。
奇香杏花鸡体验中心内部效果图。
“封开杏花鸡鸡种优良,有‘皮脆、肉滑、骨香’的特点,很适合石龙奇香鸡的做法,两者的结合将会很受消费者欢迎。”广东奇香杏花鸡农业发展有限公司品牌管委会主席何先勇介绍道,奇香杏花鸡将以封开总部为基点,运用新零售、自动售货机、茶餐厅、新派快餐、粤菜馆等多种业态形式,进驻抖店、微商城等渠道,以线上线下一体化营销策略,进一步开拓市场。
何先勇在全国预制菜争霸赛上推介奇香杏花鸡。
在千城万店发展战略中,奇香杏花鸡依托莞篮子的平台优势,入驻包括28个国有菜市场在内的东莞全市546个菜市场,并且入驻18家五星级酒店及多家知名连锁粤菜酒店,实现东莞本地市场全方位覆盖。在生产与营销方面,奇香杏花鸡将坚持科学导向,把市场挺在生产前面,瞄准东莞每年高达7.6亿只的市场潜力,感知消费者的真正需求,真正实现“按需生产”,同时采用液氮锁鲜等先进技术,确保产品进入消费者手中时,都能保留其原始风味。
自2022年封开县成立封开杏花鸡“12221”市场体系建设行动工作专班以来,封开县积极开展杏花鸡营销举措,实现了区域公用品牌“五统一”(商标、品牌包装系统、宣传口号、系列明信片、趣味表情包),杏花鸡扩容提质现代农业产业园成功入选广东省特色农业产业园,依托杏花鸡为主导产业的杏花镇入选国家农业产业强镇,封开杏花鸡产业总产值突破8亿元,品牌影响力不断提升。封开县大力扶持杏花鸡农业企业,逐步形成饲料加工、种禽繁育、生态养殖、冷链物流配套完善的杏花鸡生产经营体系,加深全产业链融合,全力加码杏花鸡产业高质量发展。
【撰文】吴柏宁
【来源】南方农村报
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