The inaugural "Sheep Season" event, a collaborative initiative between Xilingol League in Inner Mongolia and JD.com, opened its doors in Xilinhot on August 29th. This event is centered on strengthening the sense of community for the Chinese nation, implementing the regional Party committee's "1571" work plan, and deepening government-enterprise e-commerce collaboration.
The primary goal is to expand the national online consumer market and streamline the supply chain for Xilingol's premium geographical indication lamb, helping it move "from the grasslands to the whole country." The event was jointly organized by the Inner Mongolia Autonomous Region Department of Agriculture and Animal Husbandry and the Xilingol League Administrative Office, with support from the League's Agriculture and Animal Husbandry Bureau, Commerce Bureau, Brand Promotion Center, and JD.com's fresh food division. More than 120 attendees, including personnel from relevant league departments, JD business teams, major domestic buyers, and authorized enterprises of the Xilingol Lamb regional public brand, participated in the event.
During the event, Wu Hongxin, Director of the Grassland Research Institute Center at the Chinese Academy of Agricultural Sciences, provided a detailed analysis of the quality traits and advantages of Xilingol lamb. The League's Brand Promotion Center, along with representatives from Caozhiwei, Erdun, and Dazhuangyuan, gave brand presentations that deepened participants' understanding of the authentic grassland lamb and its products. JD.com presented an honorary title to Uyanga, the "Xilingol Lamb Recommender." In a significant step, JD.com's fresh food unit signed procurement agreements totaling 20 million yuan with several companies, including Erdun, Dazhuangyuan, Yongtaiman, and Caozhiwei.
Furthermore, a strategic cooperation framework agreement was signed between JD.com's fresh food supply chain and the League's Agriculture and Animal Husbandry Bureau. The League's Cultural Tourism Investment Company also signed an industry cooperation agreement with Beijing Hengxin Shunyuan for the "Fresh Meat into Beijing" initiative. These joint efforts between the government and enterprises yielded substantial results.
A food market was held concurrently at the event site, featuring 13 authorized Xilingol lamb companies and 3 authorized Xilingol cheese companies. They showcased and sold a variety of specialty foods, including lamb spine, hand-grabbed meat, stuffed stomach, spicy lamb shank, lamb skewers, and grilled cheese, allowing guests and tourists to experience the authentic flavors of "Xilingol Lamb" firsthand. In dedicated negotiation areas, buyers and companies conducted precise supply-demand matching, resulting in intended procurement orders of nearly 27 million yuan.
The successful launch of this "Sheep Season" event has not only boosted the visibility and influence of "Xilingol Lamb" in the national online market but has also solidified government-enterprise collaboration. It represents a significant step in integrating the advantages of grassland resources with platform market strengths. This initiative holds practical significance for promoting high-quality products at fair prices and broadening channels for agricultural efficiency and increased farmer and herdsman income.
Looking ahead, "Xilingol Lamb" will participate in a nationwide public voting competition for lamb products across multiple provinces. It will also be promoted through online sales campaigns tied to the JD Agricultural Festival, Mid-Autumn Festival, and Harvest Festival, allowing consumers nationwide to experience the taste of grassland lamb and further expanding the brand's reach and reputation across the country.