标准筑基＋非遗赋能，九台贡米走出品牌价值升级新范式Standard foundation construction+intangible cultural heritage empowerment, Jiutai Gongmi steps out of a new paradigm of brand value upgrading

       “山连江城清水停，稻花香遍百里营。”

　　三百余年前康熙东巡九台其塔木，御封本地稻米为贡米，赋予这片黑土地独特的农耕文脉。

　　在第二十五届长春农博会上，承载百年贡米底蕴的九台贡米惊艳亮相，依托国际严苛质检+本土非遗创新的双重优势，成功抢占粤港澳大湾区高端市场，打破东北大米低价内卷僵局，走出一条品质与文化双向赋能的品牌升级新路径。

　　摒弃粗放发展模式，高端定位突破行业内卷

　　长久以来，东北大米市场普遍陷入“扩规模、拼低价、走批量”的同质化竞争。多数农产品品牌追求产量规模，以低价抢占大众市场，附加值极低。深耕吉林九台的区域公用品牌九台贡米，逆势打破行业惯性，摒弃“以量取胜”的发展模式，坚持小而精、高标准、高价值的高端化发展路线。

　　作为九台区区域公共品牌，九台贡米严守品牌准入门槛。当地建立政府统筹、协会定标、企业运营的标准化体系，出台专属品质管理规范，从源头保障稻米品质，用稀缺性筑牢品牌高端定位。

　　严苛标准把控品质，优质优价站稳高端市场

　　硬核品质标准，是九台贡米立足高端市场的核心底气。品牌搭建一物一码全程溯源体系，消费者扫码即可追溯稻米种植、管护、加工、检测全流程信息，彻底解决农产品信息不对称的消费痛点，用透明化、国际化的品质标准赢得全国高端消费者的信任。

　　严苛的品质管控，让九台贡米实现优质优价。市面上普通稻花香大米单价约7元/斤，而九台贡米凭借过硬品质与品牌底蕴，单价可达15元以上，高端文创礼盒款更是突破百元，溢价优势显著，成功扎根粤港澳大湾区高端消费市场。

　　非遗跨界融合创新，传统文化赋能品牌破圈

　　如果说严苛标准是品牌的硬实力，非遗文化创新便是九台贡米破圈出彩的软实力。为盘活三百年贡米历史文脉，让传统农产品适配年轻化、品质化消费趋势，九台贡米深度联动九台非遗，持续推出文创联名产品，实现从“卖粮食”到“卖文化”的华丽转型。

　　2025年，九台贡米携手非遗袁氏版画推出《马稻成功》联名产品，包装采用版画第五代传承人原创作品，配套定制主题帆布袋，将传统版画艺术与丰收寓意相融，产品经过609项欧盟级质检，成为文化礼赠爆款。

　　2026年，品牌再度联动传统钩织技艺，推出“有米花”系列主题原创盲盒，首次亮相本届农博会，由非遗传承人100%纯手工钩织，创新解读九台区的贡米品牌历史与非遗文化传承，让传统贡米文化走进年轻圈层。

　　深耕本土产业，勇担国企使命。作为九台区重点培育的农特产品区域品牌，九台贡米始终以国企担当赋能乡村振兴，依托标准化种植基地带动农户增收，推动本地稻米产业从单一种植，向精深加工、文创融合、品牌营销的三产融合模式转型。

　　精品化的发展道路虽面临产能受限、成本偏高的挑战，但九台贡米坚守长期主义，在“量与价”“快与稳”之间坚定选择价值与长远。以标准守住品质根基，以文化激活品牌活力，以国企责任赋能产业升级。

　　如今，九台贡米已然成为吉林县域农产品品牌突围的标杆范例。一粒黑土地贡米，承载百年文脉、坚守国际品质、创新非遗表达，不仅让东北优质稻米飘香大湾区，更为全国传统土特产突破同质化内卷、实现品牌价值跃升提供了可复制的吉林方案。

　　标准筑基+非遗赋能，九台贡米出圈大湾区，走出品牌价值升级新范式。

　　来源：中国吉林网

The mountains connect with the clear water of the river city, and the fragrance of rice flowers permeates the hundred mile camp

More than 300 years ago, Kangxi went on an eastern tour of Jiutaiqi Pagoda and granted local rice as tribute rice, endowing this black land with a unique agricultural culture.

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At the 25th Changchun Agricultural Expo, Jiutai Gongmi, which carries a century old heritage of Gongmi, made a stunning appearance. With the dual advantages of strict international quality inspection and local intangible cultural heritage innovation, it successfully seized the high-end market in the Guangdong Hong Kong Macao Greater Bay Area, broke the deadlock of low price rice competition in Northeast China, and embarked on a new path of brand upgrading that empowers both quality and culture.

Abandoning the extensive development model and breaking through the industry's internal competition in high-end positioning

For a long time, the rice market in Northeast China has generally been trapped in homogeneous competition of "expanding scale, competing at low prices, and pursuing bulk production". Most agricultural product brands pursue production scale and seize the mass market with low prices, resulting in extremely low added value. Deeply cultivating the regional public brand Jiutai Gongmi in Jilin Jiutai, breaking industry inertia against the trend, abandoning the development model of "winning by quantity", and adhering to the high-end development route of small but refined, high standards, and high value.

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As a regional public brand in Jiutai District, Jiutai Gongmi strictly adheres to the brand access threshold. Establish a standardized system for government coordination, association standardization, and enterprise operation in the local area, introduce exclusive quality management standards, ensure rice quality from the source, and build a high-end brand positioning with scarcity.

Strict standards control quality, high quality and good price stand firm in the high-end market

Hard core quality standards are the core confidence for Jiutai Gongmi to establish itself in the high-end market. The brand has established a one item, one code full traceability system, allowing consumers to trace the entire process of rice cultivation, management, processing, and testing by scanning the code. This completely solves the pain point of information asymmetry in agricultural products and wins the trust of high-end consumers nationwide with transparent and international quality standards.

Strict quality control enables Jiutai Gongmi to achieve high quality and good price. The unit price of ordinary rice with floral fragrance on the market is about 7 yuan/jin, while Jiutai Gongmi, with its excellent quality and brand heritage, can reach a unit price of over 15 yuan. The high-end cultural and creative gift box has even exceeded 100 yuan, with significant premium advantages, successfully rooted in the high-end consumer market of the Guangdong Hong Kong Macao Greater Bay Area.

Cross border integration and innovation of intangible cultural heritage, empowering brands with traditional culture to break through boundaries

If strict standards are the hard power of a brand, intangible cultural heritage innovation is the soft power of Jiutai Gongmi's breakthrough. In order to revitalize the historical context of three hundred years of tribute rice and adapt traditional agricultural products to the trend of youthful and high-quality consumption, Jiutai tribute rice deeply links with Jiutai intangible cultural heritage, continuously launches cultural and creative joint products, and achieves a magnificent transformation from "selling grain" to "selling culture".

In 2025, Jiutai Gongmi teamed up with the intangible cultural heritage Yuan's Prints to launch the joint product "Ma Rice Success". The packaging uses original works of the fifth generation inheritors of printmaking, and is matched with customized themed canvas bags, blending traditional printmaking art with the meaning of harvest. The product has undergone 609 EU level quality inspections and has become a popular cultural gift.

In 2026, the brand will once again collaborate with traditional crochet techniques and launch the "Rice Flower" series of themed original blind boxes, making its debut at this year's Agricultural Expo. The boxes will be 100% handmade crocheted by inheritors of intangible cultural heritage, innovatively interpreting the history of the Gongmi brand and the inheritance of intangible cultural heritage in Jiutai District, and bringing traditional Gongmi culture into the younger circle.

Deeply cultivate local industries and bravely shoulder the mission of state-owned enterprises. As a key regional brand of agricultural specialty products cultivated in Jiutai District, Jiutai Gongmi has always been empowered by state-owned enterprises to promote rural revitalization, relying on standardized planting bases to drive farmers' income growth, and promoting the transformation of the local rice industry from single planting to a three industry integration model of deep processing, cultural and creative integration, and brand marketing.

Although the development path of high-quality products faces challenges such as limited production capacity and high costs, Jiutai Gongmi adheres to a long-term approach and firmly chooses value and long-term stability between "quantity and price" and "speed and stability". Adhere to the quality foundation with standards, activate brand vitality with culture, and empower industrial upgrading with the responsibility of state-owned enterprises.

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Nowadays, Jiutai Gongmi has become a benchmark example for the breakthrough of agricultural product brands in Jilin County. A grain of black soil tribute rice carries a century old cultural heritage, adheres to international quality, and innovates the expression of intangible cultural heritage. It not only allows high-quality rice from Northeast China to be fragrant in the Greater Bay Area, but also provides a replicable Jilin solution for traditional local specialties across the country to break through homogenization and achieve brand value leaps.

Standard foundation construction+intangible cultural heritage empowerment, Jiutai Gongmi out of the Greater Bay Area, stepping out of a new paradigm of brand value upgrading.

Source: China Jilin Network