From March 11 to 12, Liu Guangfei, Executive Chair of the IAI International Advertising Awards, along with Lian Yousheng, CEO of Chuanjian International Brand Management (Beijing) Co., Ltd., and their delegation, visited Rongcheng and met with Member of the Standing Committee of the CPC Rongcheng Municipal Committee, Member of the Party Leadership Group of the Rongcheng Municipal People’s Government, and Vice Mayor Han Peng and Vice Mayor Wang Tao engaged in an in-depth exchange. Liu Guangfei presented a briefing on the preparations for the “Chuanjian China·Rongcheng YUPAI Innovation Festival,” to be held from April 9 to 11, and conducted thorough discussions and exchanges on Rongcheng’s brand-building efforts, industrial promotion, and regional brand development.

From left to right: Wang Jianming, Chairman of Rongcheng Huaxing Hotel; Zhang Chaoying, Member of the Party Leadership Group of the Rongcheng Municipal Bureau of Commerce; Liu Guangfei, Executive Chair of the IAI International Advertising Awards; Wang Tao, Vice Mayor of the Rongcheng Municipal People’s Government; and Lian Yousheng, CEO of Chuanjian International Brand Management (Beijing) Co., Ltd.

        As a key marine-economy city in China, Rongcheng not only boasts a robust foundation in the marine industry but is also pioneering new approaches to upgrading county-level branding and enhancing its urban image through the “regional brand” concept. This research and exchange initiative is designed to lay the industrial groundwork and provide substantive content support for the upcoming “Chuanjian China: Rongcheng Regional Brand Creation Festival.”

Accompanied by Zhang Chaoying, a member of the Party Leadership Group of the Rongcheng Municipal Bureau of Commerce, Liu Guangfei and his delegation visited several representative Rongcheng enterprises and industrial projects, gaining an in-depth understanding of the local marine economy, food industry, and equipment manufacturing sector.

Leading Players in the Marine Industry: Shandong Xinfafa Holdings and Lanrun Group

The first stop of the visit and inspection is Shandong Xinfafa Holding Co., Ltd. 。 Zhang Chaoying, a member of the Party Leadership Group of the Rongcheng Municipal Bureau of Commerce, Liu Guangfei, Executive Chairman of the IAI International Advertising Awards, Lian Yousheng, CEO of Chuanjian International Brand Management (Beijing) Co., Ltd., and their delegation met with Lu Yonghuan, President of Shandong Xinfafa Holding Group. , General Manager of Lanrun Aquatic Products Zhang Xiujuan In-depth exchanges were held. The two sides discussed the upcoming “Passing on Heritage to China: Rongcheng YUPAI Innovation Festival,” and exchanged views on how to leverage creative communication and brand initiatives to further highlight Rongcheng’s strengths in the marine industry and to help elevate the brands under the Lanrun Group, thereby laying a solid foundation for the successful implementation of the event and for corporate participation.

Shandong Xinfafa Holding Group, headquartered in Shidao Port at the easternmost tip of the Shandong Peninsula, is a large-scale, diversified conglomerate centered on the fisheries and marine equipment industries. The group comprises several business segments, including Haicheng Group, Lanrun Group, Xinhong Group, Huayao Group, and Qingyuan Fishery Group, with operations spanning deep-sea fishing, fishing-port services, shipbuilding, marine equipment, marine biotechnology, and cold-chain logistics, thereby establishing a comprehensive marine-industry ecosystem.

As a key business segment of Xinfafa Holdings, Shandong Lanrun Group is an export-oriented marine-food enterprise that integrates marine-food processing, marine-biotechnology R&D, cold-chain logistics, and international trade. Centered on a portfolio of tuna, cod, squid, and seaweed products, the company has developed a diversified product lineup that includes frozen foods, ready-to-cook meals, and functional marine-based products; its tuna offerings currently hold one of the highest market shares in Shandong Province. In recent years, through collaborations with research institutions such as Beijing University of Chemical Technology, Lanrun Group has established the “Joint Laboratory for the Efficient Utilization of Tuna Resources,” thereby advancing the sophisticated and value-added utilization of marine resources and facilitating the transformation of traditional fisheries into a high-tech marine-biotechnology industry. As a result, the group has become a leading representative of the marine-food sector in Rongcheng.

Excerpt from “Phoenix News Business”