At the 2026 World Brand Moganshan Conference in Deqing, Zhejiang, a county-level city nestled in the Dabie Mountains took center stage during the geographical indication brand exchange. The audience, comprised of global brand experts and entrepreneurs, listened intently as Macheng told the story of how a single chrysanthemum rose from its rural fields to the world stage.

The presentation featured compelling statistics: 160,000 mu (about 10,667 hectares) of cultivation base, a 5 billion yuan full-industry chain value, a 7.281 billion yuan regional brand valuation, and a chrysanthemum industry that has provided livelihoods for 200,000 people. Amidst the fiercely competitive national chrysanthemum industry, the question arises: how did Macheng distinguish itself?

On August 7, this reporter visited the land, which boasts over 1,500 years of chrysanthemum cultivation history, to uncover the growth secrets of its white chrysanthemum. The journey began in the chrysanthemum fields of Futianhe Town, where the foundation of Macheng's success is rooted.

Recognizing Endowment and Finding the Right Position

In the chrysanthemum fields of Chunyangshan Village, Futianhe Town, newly transplanted virus-free seedlings are growing vigorously. The soil is sandy loam, breathable, and fertile, with a faint earthy scent. Wang Lianghong, a 55-year-old chrysanthemum farmer, explains that this soil, "given by the Dabie Mountains," produces chrysanthemums with vibrant color and strong flavor.

Macheng is located in the southern foothills of the middle section of the Dabie Mountains, at the source of the Ju River. The climate is mild and humid, and the soil is rich in trace elements like zinc, selenium, and molybdenum. This unique environment gives Macheng's Fubai chrysanthemum its distinctive quality. However, good resources do not automatically translate into a thriving industry.

Zhu Bo, a senior agronomist at the Macheng Municipal Bureau of Agriculture and Rural Affairs, recalls a time when Futianhe Town was filled with signs purchasing "Hangbaiju" (Hangzhou white chrysanthemum). Despite the superior quality of Macheng's Fubai chrysanthemum, it was sold under other brands, with others capturing the majority of the profits. At that time, the quality of Macheng chrysanthemums was inconsistent, processing was simple and crude, and brands were weak and fragmented, struggling at the bottom of the industrial chain.

The turning point came with a clear understanding of their own strengths and a strategic repositioning. "The greatest strength of Macheng chrysanthemum lies in its medicinal value," says Zhu Bo. The levels of effective components like chlorogenic acid and luteolin in Fubai chrysanthemum are significantly higher than those in other production areas. Consequently, instead of competing with Hangbaiju in the tea market, Macheng chose the path of "medicinal first, medicine and food homology."

Test data shows that the average chlorogenic acid content in Macheng Fubai chrysanthemum is 4.4 times the Chinese Pharmacopoeia standard, luteolin is 5.6 times, and total flavonoids exceed the provincial standard by 3.7 times. Compared to the five major medicinal chrysanthemums (Hangju, Huaiju, Gongju, Chuju, and Boju), Fubai chrysanthemum ranks first in beneficial trace elements like zinc and potassium, as well as in chlorogenic acid and luteolin content. "This data confirms the irreplaceability of Macheng chrysanthemum on the national map," says Zhu Bo.

In 2014, Fubai chrysanthemum was recognized as a National Geographical Indication Protection Product, gaining its independent regional brand identity and ending its history of "making clothes for others." It was subsequently included in the first batch of protection lists under the China-EU Geographical Indications Agreement, becoming the only chrysanthemum brand from China to achieve this. Over the past decade, Macheng has transformed this chrysanthemum from a "local specialty" to an "international business card."

Today, Macheng's chrysanthemum cultivation area of 160,000 mu makes it the largest of the three major chrysanthemum bases in China. The annual production of dried flowers exceeds 19,000 tons, with an annual output value of over 5 billion yuan. The industry supports 200,000 jobs and increases average income per mu by over 5,000 yuan, earning it a place in the world's best poverty reduction cases. Knowing one's identity and direction is crucial for finding a position in a competitive landscape.

Three Keys to Unlocking the Door to Breakthrough

Having recognized its endowment, how did Macheng achieve its breakthrough? The answer lies in three "keys": technology, standards, and integration.

The first key is technology, addressing the issue of "growing well." At the Macheng Fubai Chrysanthemum Seedling Propagation Center, rows of tissue culture bottles are neatly arranged, with tender green chrysanthemum seedlings growing in a sterile environment. Technician Mao Deyong explains that each bottle containing 5 seedlings can be multiplied into 4,000 production seedlings, enough for 1.5 mu of land. The center can cultivate 100,000 bottles of tissue culture seedlings annually, meeting the seed needs for the 160,000 mu base.

Behind these figures lies a seed revolution. To combat the degradation of varieties from long-term asexual reproduction, Macheng, relying on Fenghe Agricultural Development Company, established a tissue culture laboratory using stem tip meristem culture technology to produce virus-free seedlings. "Virus-free seedlings are more disease-resistant, with a 30% increase in yield and over 20% improvement in effective components," says Long Feng, a senior agronomist at Fenghe Agriculture. Currently, the 6,000 mu core promotion base has achieved full coverage of virus-free seedlings, with an average yield increase of 200 kg per mu.

Simultaneously, Macheng has built the largest chrysanthemum germplasm gene bank in central China, collecting and preserving over 2,400 varieties. In collaboration with universities and research institutes, they have successfully developed new varieties like "Fubai Chrysanthemum No. 2," which advances the harvest period by 10 to 15 days, skillfully avoiding early frost damage.

The second key is standards, addressing the issue of "selling at a high price." Good seedlings produce good results, but they also need "hard and fast rules." Macheng has established a comprehensive standard system: 1 international standard, 1 national standard, 3 provincial-level local standards, and 4 industry association standards. They also compiled the "Fubai Chrysanthemum Full Industry Chain Standard System Map," comprising 6 sub-systems and 228 standards.

More importantly, Macheng has built the only provincial-level chrysanthemum product quality inspection and testing center in China. In 2024, the center received CNAS laboratory accreditation, making its test reports internationally recognized. "This national-level laboratory is a 'hardcore pass' for Macheng chrysanthemums to go out of the mountains and overseas. From soil and water testing, pesticide residue quick checks, to medicinal ingredient analysis and export customs clearance, everything can be done locally," says Hao Xiaodan, Party Secretary and Director of the Macheng Public Inspection and Testing Center. Standards bring not only convenience but also pricing power. With CNAS-certified test reports, the premium rate for Macheng Fubai chrysanthemum has reached 30%. In 2025, the brand value of "Macheng Fubai Chrysanthemum" jumped to 7.281 billion yuan, ranking 56th among China's top 100 geographical indication regional brands.

The third key is integration, addressing the issue of "extending the industrial chain." "Our current approach is to 'maximize the value' of a single chrysanthemum," says Zeng Shengsan, Director of the Macheng Agricultural Development Center and Head of the Chrysanthemum Office. Macheng has developed over 1,400 products in 14 categories, including tea, medicine, food, brewing, healthcare, and ornamental uses. Products like chrysanthemum eye masks and chrysanthemum pillows have become market hits. Daily shipments of chrysanthemum moxibustion and steam eye masks have exceeded 3,000 units, with online sales surpassing 40 million yuan.

The integration chain is still expanding. The Zhongjian Fubai Chrysanthemum International Industrial Park, with an investment of 1.18 billion yuan, is under construction. The "Fuju Chain" supply chain platform, established in collaboration with Guolian Group, has attracted 91 market entities, with transactions exceeding 820 million yuan. The city has held 13 consecutive Chrysanthemum Culture and Tourism Festivals, connecting sites like the Futianhe Town chrysanthemum base and Wunao Mountain National Forest Park, forming a preliminary pattern of "promoting chrysanthemums through tourism and revitalizing tourism with chrysanthemums."

These three "keys" have opened a door, allowing Macheng chrysanthemums to complete a stunning transformation from selling raw materials to selling products, brands, and services.

Three Strategic Moves to Plan for the Future

While the current achievements are impressive, Macheng's vision is already set on the future. A deeper industrial transformation is brewing around three strategic moves: entering the Pharmacopoeia, building the "Chrysanthemum Valley," and expanding globally.

The first move is to break into the Pharmacopoeia, securing a "commanding height." This is the most critical battle for the Macheng chrysanthemum industry. Why is it so important? "Without being in the Pharmacopoeia, the chrysanthemum is just an 'agricultural product.' Once it's in the Pharmacopoeia, it can legitimately enter the trillion-yuan medical market and enjoy the brand premium brought by 'national drug standards,'" says Zeng Shengsan. This qualitative change in identity means a restructuring of the pricing system, the establishment of competitive barriers, and a shift in policy and capital flows.

Since initiating the application in 2021, Macheng has collaborated with experts from the National Pharmacopoeia Commission and Professor Mei Zhinan's team to conduct systematic research into its herbal origins, medicinal history, and clinical applications. A dedicated task force is working step by step to secure this "ticket" to the vast medical market.

The second move is to build the "China Chrysanthemum Valley," solidifying the "foundation." With the goal of "100 leading enterprises, 100 billion industry, 100 strong brands," Macheng is striving to build the "China Chrysanthemum Valley." The support comes from the 160,000 mu standardized planting base as the chassis, the industry-university-research innovation system as the engine, the "Fuju Chain" digital platform as the link, and the 7.281 billion yuan brand value as the business card. Macheng has set itself a "military order" to push the brand value to 10 billion yuan and the full-industry chain output value to 10 billion yuan.

The third move is to accelerate "going global," exploring a "new blue ocean." Leveraging the credibility of the CNAS-accredited laboratory, Macheng Fubai chrysanthemum is now exported to over 20 countries. Through Madrid International Trademark registration, brand protection now covers 28 countries, including the US, Canada, Japan, South Korea, and Southeast Asia.

Even greater potential lies in the biomedical field. Hubei Mingmu Health Technology Co., Ltd., in collaboration with the team of Academician Wang Guangji from the Chinese Academy of Engineering, is extracting effective components from Fubai chrysanthemum that can intervene in macular degeneration. The development of the national Class I innovative drug FBJ-2 has entered the clinical trial stage. "If successfully launched, the domestic market potential alone is 2 billion yuan," says Zeng Shengsan confidently. "This little chrysanthemum has a bright future."

Entering the Pharmacopoeia is the "golden key" to opening up the big market, building the Chrysanthemum Valley is the "ballast stone" for solidifying the industry's foundation, and going global is the "new channel" for expanding development space. The future has no shortcuts; it is about cultivating seedling by seedling, building standard by standard, and connecting link by link.

The sun is strong, and the chrysanthemum fields in Futianhe Town stretch endlessly into the distance. Wang Lianghong stands at the edge of the field, with the seedlings swaying in the wind behind him, lush and green. This flower is changing his life.