Rice becomes golden calling card of Jilin province

Update: 2017-09-11

In June of 2017, Jilin global promotion events hosted by China's Ministry of foreign affairs drew attention from all around the world.

Minister of Foreign Affairs Wang Yi added to the promotion by saying that Jilin's rice is better than Japan's.

Now, rice is a golden calling card for Jilin.

Jilin established Five "One" projects (a brand, an industrial alliance, an e-commerce platform, a standard system, or a marketing network) for rice in 2015.

Compared to when Jilin was just beginning brand building in 2014, the rice planting area has increased from 8,000 sq km to 8,667 sq km, the coverage of superior varieties now exceeds 80 percent; the output of middle-end and high-end rice has increased to 750 million kg; and the rice processing output value has grown by 16.7 percents to 28 billion yuan($429 million).

Jilin's rice brand building has garnered a lot of attention in the rice industry.

In 2016, Jilin's rice was chosen to be part of the G20 summit.

It was also appointed the rice of China's women's national volleyball team at the 2016 Rio Olympic Games.

The grain bureau of Jilin province has formulated a rice standard system using "Jilin daohuaxiang", "Jilin changlixiang", "Jilin yuanlixiang" and "Jilin xiaoding", which has had a good market response.

Jilin SL Group has established a northern China japonica rice experience base in response to Jilin japonica 511's ranking second in the selection of China-Japan rice taste values.

Jilin has launched over 50 rice culture promotion events throughout China. A Jilin rice culture festival in Zhejiang province in 2017 was especially successful in finalizing production- marketing cooperation between Jilin and Zhejiang.

In addition, Jilin has established a rice industry alliance focused on rice processing, marketing and brand planning and implemented an "industry alliance plus" strategy to promote its development. All enterprises from the rice alliance use the "Jilin rice" logo.

To extend the rice market, Jilin has developed three middle and high-end rice strains. It has also established an Internet Plus e-commerce platform accommodating an O2O(online to offline) marketing mode. And cities like Beijing, Shanghai, and Hangzhou have opened over 30 direct-sale stores and over 200 supermarket outlets for Jilin rice.