On the afternoon of August 21, the launch ceremony of the "Myriad Products Flow into the Bay, Mountains and Seas Thrive Together" 2026 Collaborative Assistance and Consumption Promotion Matchmaking Event was grandly held in Area B of the Canton Fair Complex in Guangzhou. Specialty agricultural products, intangible cultural heritage crafts, and premium local goods from 18 provinces, autonomous regions, and municipalities participating in the national East-West Collaboration converged in the Guangdong-Hong Kong-Macao Greater Bay Area, officially kicking off a grand gala of cross-regional coordination, precise supply-demand matching, and mutually beneficial cooperation. Supported and guided by the Department of Regional Cooperation Promotion of the Ministry of Agriculture and Rural Affairs, the event was spearheaded by the Departments of Agriculture and Rural Affairs of Guangdong, Guangxi, and Guizhou, and jointly organized by relevant departments in Beijing, Tianjin, Inner Mongolia, Shanghai, Jiangsu, Zhejiang, Fujian, Shandong, Chongqing, Sichuan, Yunnan, Shaanxi, Gansu, Qinghai, and Ningxia, pooling nationwide collaborative efforts to ensure the effective implementation of consumption assistance.
As a crucial measure to implement the spirit of the Central Document No. 1 and advance the "Special Initiative on Consumption Assistance through Collaborative Support" under the Ministry of Agriculture and Rural Affairs' "Three Specialized Initiatives," this event leverages the massive foot traffic and commercial resources of the 34th Guangzhou Fair. Coordinated with the 2nd Guangzhou Consumption Assistance Exhibition and the 2026 National Agricultural and Commercial Interconnection (Greater Bay Area) Event, it breaks the geographical boundaries of traditional paired assistance, establishing a national, cross-regional, and integrated long-term matchmaking hub platform in the Greater Bay Area for production and sales.
Zhou Xiaoyun, Second-Level Inspector of the Department of Regional Cooperation Promotion at the Ministry of Agriculture and Rural Affairs, pointed out at the launch ceremony: "Consumption collaboration is the primary task and key instrument of East-West collaboration, and the most direct and effective path to help local specialty products reach beyond the mountains and drive stable income growth for farmers." She emphasized that this event breaks through the fixed pairing boundaries of Guangdong-Guangxi and Guangdong-Guizhou collaboration, jointly implementing the initiative with 15 other provinces in the East-West collaboration framework. It is a vivid practice of market sharing and collaborative win-win, and an innovative exploration to eliminate East-West production and sales barriers and serve the building of a unified national agricultural product market. Looking ahead, Zhou proposed three expectations: First, focus on precise supply-demand matching, strive to secure substantive cooperation orders, and build long-term and stable supply and marketing mechanisms. Second, focus on the integration of online and offline channels, unleash the empowering effects of livestream e-commerce and short video dissemination, and build a two-way linkage pattern of "online traffic generation and offline transactions." Third, focus on cross-provincial coordination and collaboration, and accelerate the formation of a new landscape of consumption collaboration with East-West connectivity and multi-party participation.
Chen Dong, Member of the Leading Party Members Group and Deputy Director (at the Director-General level) of the Guangdong Provincial Department of Agriculture and Rural Affairs, stated that the event breaks through traditional regional barriers, opens its doors to the whole country, and shares the market, truly achieving all-region coordination and win-win outcomes. He revealed that in the first half of this year, the cumulative amount of consumption assistance between Guangdong-Guangxi and Guangdong-Guizhou reached 23.66 billion yuan. Guangdong will continue to leverage its advantages as the market hub and commercial circulation center of the Greater Bay Area, and strive to serve as a "transit station," "connector," and "booster" for national East-West consumption collaboration, promoting a new pattern of East-West connectivity, co-building, and sharing.
Since the beginning of this year, Guangdong has vigorously promoted the "Guangdong Products Go Nationwide" campaign, providing a significant opportunity to enhance the quality and efficiency of consumption assistance for East-West collaboration. At the event, the first batch of the "Two Teams" (livestreamers and purchasers) for Guangdong's online and offline consumption assistance was officially released, with an initial roster of 110 online livestreamers and 89 offline purchasers. Feng Yan, a livestreamer for the "Heshiji Shenzhen" platform included in the first batch, said: "Many wonderful products from the western collaborative regions are hidden in the deep mountains. The production-sales matchmaking has built a high-quality bridge for these premium mountain products to go out of the mountains and enter the Bay. As an agricultural-assistance livestreamer, I hope to build the reputation and brand of local specialty agricultural products through continuous livestream promotions." Ma Yingzi, a livestreamer from the Fanjing Livestream E-commerce Base in Guizhou, was equally thrilled: "Specialty agricultural products from Tongren, Guizhou, such as sweet potato noodles, pearl peanuts, matcha, and camellia oil, have finally made their way out of the mountains. Consumers in the Greater Bay Area value the original flavors of ingredients, which is the core advantage of Tongren's agricultural products. Every order sold is not just a transaction, but another shout-out for my hometown."
The event focused on pragmatic matchmaking and precise empowerment. During the thematic promotion session, leading procurement and sales entities such as Jiangsu Xianfenghui, Yuanfang Premium Products, Benlai, and Shenzhen Press E-commerce released their core procurement needs. Production and business entities from Guangxi, Guizhou, Chongqing, Sichuan, and other regions took turns promoting their specialty products. Huang Haiqing, General Manager of Public Affairs for South and Southwest China at Freshippo, stated that Freshippo will rely on its mature new retail supply chain system and dense store network in the Greater Bay Area to build an efficient and smooth bridge for mountain-sea collaboration, bringing high-quality agricultural products from collaborative regions into thousands of households in the Bay. Wen Shu, Marketing Director of Ningming Ligong Guangdong-Guangxi Bioengineering Co., Ltd., a representative enterprise of the Guangdong-Guangxi collaboration, introduced that the company brought its signature Chenpi Sacha Inchi and a range of "Chenpi+" innovative deep-processed products, enriching its health tea matrix. Liao Danni, founder of the "Qianyougu" brand at Guizhou Yangtai Ecological Agriculture Development Co., Ltd., presented products such as the "Four Crossings" co-branded cili juice, bringing the natural gifts of Guizhou's mountains and fields to citizens in the Greater Bay Area. Wu Wei, Executive Director of Jiangsu Xianfenghui Operation Management Co., Ltd. and representative of the purchasers, noted that the event has gathered high-quality specialty agricultural products from across the country, achieving a win-win situation for enterprises, citizens, and farmers. The event also hosted a centralized signing ceremony, where representatives of production and sales enterprises from the Guangdong-Guangxi and Guangdong-Guizhou collaborations signed agreements to ensure the implementation of cooperation. In addition, western specialty brands such as Ningxia goji berries, Sichuan Jinshan roses, Shaanxi premium products, and Gansu "Ganwei" products, as well as the intangible cultural heritage Yao bath industry from Jinxiu Yao Autonomous County in Guangxi, were all showcased in dedicated exhibition areas. The areas were highly popular with enthusiastic business negotiations.
It is reported that the event will continue until August 23. During this period, matchmaking and online marketing activities will be continuously held on-site, and livestreamers and purchasers will be organized to visit the Guangdong Regional Collaborative Consumption Assistance Product Trading Center for in-depth exchanges. Through comprehensive, multi-level, and normalized production-sales matchmaking, the event aims to promote the regular entry of high-quality specialty agricultural products from western areas lifted out of poverty into the terminal markets of the Greater Bay Area and eastern regions. With the strong synergy of mountain-sea concerted collaboration, it will empower the improvement of quality and efficiency in East-West collaboration and contribute to the comprehensive revitalization of rural areas.