october rice fields appeared at the mid-autumn festival gala, letting the world feel the happy chinese flavor of family reunion
2024-09-20
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at 20:00 on the evening of september 17, the 2024 mid-autumn festival gala of china central radio and television was broadcast simultaneously on cctv-1/3/4/15. the main stage of the gala was set up by dingxiang lake in shenyang, liaoning province. october rice field, the first unicorn enterprise nurtured by liaoning province, joined hands with the gala to send sincere blessings to chinese people around the world.
this year's cctv autumn evening show cleverly combines modern technology with real landscapes, and incorporates elements such as dunhuang art, shadow puppetry, city landmarks, ancient folk customs, and food culture, presenting an audio-visual feast for global audiences. at the blessing moment of the evening show, october rice field wished chinese people around the world "family reunion and fragrance", and became the focus of the audience with the help of cctv's integrated media resources, allowing hundreds of millions of families to experience the charm of traditional chinese culture and share the chinese taste of a good bowl of rice.
enjoy the autumn evening with delicious food and talk about family reunion with innovation
it is a chinese tradition to celebrate the mid-autumn festival together, but the annual cctv autumn evening gala resonates with young people with innovation. on the family reunion table, rice is an indispensable part of the delicious dishes, and the traditional rice industry also needs innovation to lead the staple food trend.
as a kitchen staple food innovator and the first unicorn company in liaoning province, october rice field has been the leading sales volume of northeastern rice in china for five consecutive years1, and has served northeastern rice to the tables of 130 million chinese families2. from farmland to table, "innovation" has always been the keyword for october rice field.
in terms of technological innovation, october rice field has seized the trend and established five modern production bases near the core grain production areas in northeast china and inner mongolia, helping to modernize local agriculture and bring farmers higher premiums and more stable income. at the same time, it has also deepened the integration of e-commerce and logistics, combined online orders with express delivery, released rural consumption potential, helped agricultural products to move upward, effectively extended the industrial chain, and improved the value chain.
in terms of product innovation, october rice field has introduced new forms of small packages and pre-packaged products, ranging from 480g to 25kg, to meet the different needs of "one-person meals" and multi-member families, subverting the traditional form of bulk grain or large packages.
in terms of product innovation, october rice field has broken the traditional staple food category restrictions of corn and turned it into a fast-moving consumer product that is light and snack-like. the diversified products launched, such as corn cobs, corn segments, and corn kernels, are not only easy to cook, but also exquisitely packaged, safe and fresh, and can meet the diverse needs of consumer groups. as of july this year, the sales volume of corn products on douyin e-commerce has exceeded 10 million orders, and has been certified by frost & sullivan as the "top 3 in national sales of corn".
new era, new life, new food, new taste. when families gather together, they share delicious food and enjoy the autumn evening. there is a different "novelty" in the flavor of fireworks.
deepen the national brand image and share the same frequency and joy with consumers
the national table has evolved from eating enough to eating well, and the consumption upgrade in the staple food sector in my country also reflects the changes in the people's happy life. based on the needs of food safety and a better life, october rice field connects national consumption while connecting farmers and land, and is committed to serving the three meals a day of the chinese people. the fireworks world is the yearning for a better life for more families. always creating value around the entire chain of the kitchen staple food industry, october rice field has successfully explored a path for agricultural branding, helping the modernization of agriculture and rural revitalization.
in june this year, october rice field appeared in the liaoning summer consumption season and the "national trend pavilion" project jointly sponsored by cgtn and the liaoning provincial people's government. chairman wang bing took the stage to share the brand story of taking root in northeast china and helping rural revitalization. in just three months, october rice field appeared as a sponsor in cgtn's autumn gala. with chinese traditional culture as its foundation, high-quality products as its carrier, and national platforms as its window, it promoted the chinese brand story of "october rice field is fragrant" to the world, making the national brand image deeply rooted in the hearts of the people.
in the new era of national brands, brands are more confident, warmer, and more interactive. october rice field joins hands with cctv autumn evening to share the same frequency, joy, and enjoyment with consumers, while keeping pace with the times, continuously increasing product and brand power, and using healthy, high-quality, and safe kitchen foods to serve the better lives of more families.
1 frost & sullivan, based on research on china’s northeast rice industry; based on sales volume (in tonnes) of pre-packaged northeast rice products in retail channels in mainland china between 2019 and 2023; northeast rice is defined as polished japonica rice produced in northeast china; research completed in may 2024.
2 frost & sullivan, based on research on china’s kitchen staple food industry; calculated based on the total number of household users served through all sales channels in mainland china as of april 2024; survey completed in may 2024.
3 frost & sullivan, based on research on china's corn industry; based on the sales volume (tons) of corn products in retail channels in mainland china from january 2023 to march 2024; corn products refer to edible corn, mainly including corn cobs, corn segments, corn kernels and corn derivatives; the survey was completed in may 2024. (daily economic news)
