The crawfish market continues to be popular as the sunrise industry of aquaticproducts in Jingzhou City. In 2018, the crawfish yield exceeded 350,000 tons,ranking the first in China. However, despite the large production, the Jingzhoucrawfish didn’t have enough market share, which made the crawfish industry fallinto the embarrassing situation of band deficiency. Only by establishingoverall planning and building a public brand for the crawfish industry can thecurve overtaking be realized for the crawfish brand in Jingzhou City.

ZhangXuan, the sales manager of a crawfish restaurant in Jingzhou, told reporterthat the crawfish they sold were big with good quality. When the customer cameto order, they could only describe the size of the crawfish and how deliciousand fresh they were instead of the well-known brand. She hoped that theJingzhou crawfish could create its own brand for the aquatic industry. 

Bythe end of 2018, the crawfish farming area in Jingzhou has reached 3.2 millionacres with the yield of 359,000 tons, accounting for almost one-third of thetotal output in China.From a regional perspective,the influence of crawfish products in Jianli and Honghu has expanded rapidlywith appearance of various well-known processing enterprises such as “De Yan”,“Honghu Qingshui”, “Good Flavor” and “Golden Squid” as well as some specialtycatering brands such as “Jiu Wang”. The fresh food brand represented by “LiXiao Long” has also gradually come into being. However, the brand constructionof Jingzhou crawfish started late with limited influence and scattered brandlayout and strength, therefore the scale and influence of the industrial chain wereinferior to that in Xuyi and Qianjiang. On the one hand, despite the brand ofJingzhou crawfish, the competitiveness was not strong enough; on the otherhand, although the enterprise brands had a certain degree of reputation, theydidn’t have great influence due to lack of public brands for endorsement. Interms of the industrial structure of brand, the catering and tourism brandswere in severe shortage. 

Atpresent, the aquaculture area in Jingzhou has been maintained at 1.97 million acres,the crawfish-rice and rice-fish farming area has been increased to 2.65 millionacres, and the crawfish yield will exceed 400,000 tons. To change the situationof high quantity with less market share and realize the curve overtaking of thecrawfish brand, the Jingzhou Aquatic Products Bureau will organize enterprisesto participate in exhibitions such as the Agricultural Fair and the FishingFair to expand the influence. At the same time, they will strengthen thesupervision over the quality and safety of aquatic products; vigorously attractinvestment and introduce social capitals with strong strength and goodreputations to enhance the vitality of the aquatic product processing industryin our city. They will also establish the processing brands, catering brands,fresh product brands, tourism brands and cultural brands to create thereputation of Jingzhou crawfish in the whole industry by taking processingbrands as the focus, catering brands as the breakthrough, tourism brands and culturalbrands as the complement.

Accordingto Zhao Hengyan, deputy director of the Jingzhou Aquatic Products Bureau, moreand more people have recognized the high quality of Jingzhou crawfish andentered the local market to promote the highly integrated development of theindustry.