In November, Yichang is adorned with vibrant red leaves and abundant harvests. From November 12 to 13, the 2025 National Agricultural and Commercial Interconnection and Rural Revitalization Supply-Demand Matching Event, themed "Strengthening Supply Chains, Empowering Brands, and Boosting Circular Revitalization," was successfully held at the Yichang Olympic Sports Center. Over 400 agricultural product producers and processors and more than 500 buyers from more than 20 provinces (autonomous regions, and municipalities) across the country gathered in Yichang for exhibitions, transactions, and procurement negotiations. The event aimed to bridge the gap between farm produce and dining tables, connecting remote mountainous regions with nationwide markets, and singing the anthem of "Yichang's Hand-in-Hand, Prosperous Future."

**A Star-Studded Gathering of Premium Agricultural Products** At dawn, the main exhibition area in the Yichang Olympic Sports Center's comprehensive hall, along with two special outdoor exhibition zones—the intangible cultural heritage market and the food market—were adorned with carefully selected local specialties and cutting-edge technological products. "We followed the aroma here, afraid of missing out! You must try Yichang’s authentic fat fish soup and red oil buns," said Li Chenggang, a resident of Dianjun District’s Qiaobian Town, as he sipped the renowned "Jingchu's No.1 Pot" fat fish soup while introducing Yichang’s delicacies to visitors. In the intangible cultural heritage market, exquisitely crafted Yichang "Bubusheng" cloth shoes also drew significant attention, with buyers rushing to place orders. Inside the exhibition hall, the scene was bustling and lively.

At the Jingchu Premium Products exhibition area, a three-meter-long "Honghu lotus root" captured everyone’s attention. "This is a carefully selected lotus root, originally over five meters long. Due to transport limitations, we brought this three-meter segment—truly deserving of the title 'Honghu’s No.1 Lotus Root,'" said Liu Zilong, a sales representative from Honghu Huagui Company. Nearby, at the "Qianjiang Crayfish" exhibition area, Zhang Haonan, deputy general manager of Qianjiang Chuxiawang Food Technology Co., Ltd., shared excitedly, "On the opening day, we sold ¥27,000 worth of products in just one hour. The event’s popularity proves how beloved Hubei’s delicacies are!"

The three main exhibition halls—Yichang Specialty Hall, Tujia Ethnic Culture Hall, and Changshengchuan Tea Hall—were particularly popular. Products like Yichang fat fish, Changyang mountain vegetables, Tujia "Ten Bowls and Eight Dishes," Changshengchuan brick tea, sturgeon caviar, cordyceps, and Yichang citrus were highly sought after by consumers. On-site sales exceeded ¥1 million over two days, with online orders pouring in continuously.

Beyond Hubei’s exhibits, products from other provinces—such as Helan Mountain lamb, Inner Mongolian beef, Changbai Mountain ginseng, Shaanxi Meixian kiwifruit, and Shanxi Xinzhou Kelan County red kidney beans—were equally popular. "This is a star-studded gathering of national agricultural specialties, offering a one-stop opportunity to source premium products nationwide and innovate supply chains," said Ji Kexin, JD.com’s Fresh Food Business Manager.

**A Precision Match for Production, Supply, and Sales** The event featured everything from specialty agricultural products to processed foods, from time-honored brands to emerging labels, and from traditional craftsmanship to smart applications. However, as a supply-demand matching event, the key focus was ensuring high-quality, healthy products could "be produced, exhibited, precisely matched, stably supplied, well-sold, and quickly appreciated in value."

To align with the market trend of "eating well and healthily," the event created a precision platform for businesses to "find partners, expand markets, and build brands." Innovative exhibition methods were adopted, combining "featured agricultural product displays from key industrial belts + field visits + thematic seminars + negotiation matching + brand debuts." Eleven supporting activities, including exchanges on digital supply chain systems, China Net’s premium product promotions, and private-label sourcing collaborations, injected new momentum into rural revitalization and consumption growth.

Suning.com found its "ideal partner" for grains, oils, and nuts, signing a long-term agreement with Gansu Hongsheng Yulin Agricultural Technology. The company also recognized Yichang’s market potential, initiating preparations to open a new store in the city.

Qi Qiaolong, Chairman of Shanghai Zhongpu Smart City—a key agricultural product trading hub backed by the Shanghai government—shared, "Our goal is to introduce Hubei’s freshwater fish, from the 'Land of Fish and Rice,' to the Yangtze River Delta and Shanghai. The event highlighted Yichang’s rich fish resources, prompting us to sign a daily procurement deal of 30,000 jin of Yichang sturgeon and perch with the Yichang Fat Fish Association."

A Beijing buyer praised Yichang’s konjac products: "They’re convenient, nutritious, and perfect for supermarkets and snack stores. We’re confident this 'small konjac' can become a 'big industry.'"

Deng Hanmin, E-commerce Director of Yichang Yilinghong Ecological Agriculture, noted, "The event connected us with JD.com’s Beijing headquarters and new buyers like Xinfadi. We’ve secured deals with 25 national buyers and distributors, with intended sales nearing ¥35 million. Our collaboration with JD.com is deepening, expecting an additional ¥3 million in sales in the coming months."

Li Ting, Director of the Circulation Development and Supply Chain Division at the Ministry of Commerce’s Circulation Industry Promotion Center, emphasized, "The national agricultural-commercial interconnection platform helps establish long-term supply-demand mechanisms. This isn’t just about simple channel matching—it stabilizes sales channels, ensuring products 'can be produced, sold well, and sold at good prices.'"

**A Triumph in City Marketing** The event served not only as a bridge for supply-demand matching but also as a vital platform for city marketing. As the host, Yichang treated it as both a concrete action supporting national rural revitalization and a key opportunity to showcase the city’s image. Meticulous planning and coordination led to the formation of eight service teams handling exhibitor reception, traffic safety, catering, accommodation, healthcare, and ambiance. Nearly 100 volunteers assisted with directions, order maintenance, and resolving issues like lost-and-found and inquiries, earning widespread praise from attendees.

"This is my first time in Yichang. Right at the station, I saw a warm welcome sign for exhibitors and buyers—it felt so welcoming!" said Ji Kexin. "The city is clean, and the night lights make it modern and cozy. Outdoor screens displaying event promotions made me proud to be here. I’ll definitely return!"

A Gansu exhibitor added, "Yichang tailored many benefits for us. After the event, I’ll visit the Three Gorges Dam and Qingjiang Gallery. Their thoughtful service is impressive."

During the event, nearly 10 national and local media outlets, including China News Service, International Business Daily, and Hubei Daily, amplified coverage, with total views exceeding 500,000. This further cemented Yichang’s reputation as "a city full of vitality" and "the hometown of Qu Yuan and Wang Zhaojun, an ecological gem by the Three Gorges."

The event’s success vividly showcased Yichang’s hospitable image, radiating an atmosphere of thriving industries and joyous celebrations.