During the Mid-Autumn Festival and National Day holiday, the 2026 Yunnan Yuanyang Rice Flower Fish Harvest Market opened with much excitement, showcasing terraced red rice, rice flower fish, and distinctive Hani agricultural products. Local farmer-supporting livestreamers set up cameras for live commerce, drawing online traffic and closing offline deals, bringing the bountiful harvest hidden in the terraced fields to a broader market. This is a snapshot of the 34 years of paired assistance that CITIC Group has provided to Yuanyang County.

Over the long term, CITIC Group has implemented the Party Central Committee's arrangements for rural revitalization and designated assistance, leveraging its platform and resource advantages to open up production and sales channels through normalized, targeted consumption assistance, helping Yuanyang's high-quality agricultural products reach beyond the mountains. Since the beginning of this year, in response to problems such as narrow sales channels, weak brands, and insufficient competitiveness of local agricultural products, and with the push from CITIC Group cadres temporarily assigned to the area, Yuanyang County has linked 15 high-quality agricultural enterprises and established direct connections with CITIC Group's logistics service platform, building a normalized production-sales cooperation system featuring direct supply from origin, direct sales through platforms, and direct matching of supply and demand.

The assigned cadres went deep into production frontlines, identifying shortcomings in agricultural production, quality control, packaging, and sales, and proposed targeted measures such as quality improvement, packaging upgrades, and brand cultivation, promoting the transformation of Yuanyang agricultural products from having quantity to having quality, brand value, and market appeal. "We are rooted in the Yuanyang terraced fields, practicing the farming wisdom of 'water nourishes the fields, fields nourish the people,' cultivating local specialties such as rice-fish-duck, red rice, red rice noodles, and salted duck eggs," said Li Chunjiang, general manager of Hani Haba Sales Service Co., Ltd. The company has set up online presence across major e-commerce platforms and livestreaming, while offline relying on physical stores, cooperative outlets, and exhibition markets to develop agent cooperation, with products already sold to Beijing, Shanghai, Hangzhou, Shandong, and other places.

Yuanyang County Lishi Niuniu Food Development Co., Ltd. is a local beef processing enterprise based on the Nansha dried beef making technique passed down through three generations of the family. During this year's Double Festivals, the company achieved more than 600,000 yuan in sales through CITIC Group's platform and offline group procurement. "Through consumption assistance, platform sales, and channel matching, CITIC Group has brought Yuanyang's local beef products to a broader market and allowed more consumers to discover the traditional craft of 'Nansha dried beef,'" said Li Ting, founder of the company. "Every order is tangible support for our local enterprise and strengthens our confidence to build a stronger brand and drive fellow villagers to increase income."

According to statistics, the 2026 CITIC Securities Double Festivals consumption assistance procurement campaign cumulatively sold 132,668 pieces of Yuanyang specialty agricultural products, achieving sales of 3.7712 million yuan with zero complaints throughout the process. Relying on the group's online sales platform, newly developed specialty products from Yuanyang County have been given a green channel for listing, and currently more than 190 specialty agricultural product items have entered the CITIC assistance platform. Next, CITIC Group will continue to deepen the paired assistance mechanism, consolidate the foundation of consumption assistance, broaden production-sales matching channels, support the brand building of local agricultural products, continuously activate the county's internal momentum for industrial development, and help Yuanyang County comprehensively advance rural revitalization.

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