On May 21st, the press conference for the characteristic industries of Pingyin County in 2026, featuring the blooming of "Mei" and the integration of "Jiao", was held. The press conference comprehensively displayed the development achievements of the two characteristic industries of roses and ass hide glue in Pingyin County of Jinan City in terms of scientific and technological innovation, brand building, market expansion, industrial integration, etc., and officially released the "Bank of China Pingyin Rose themed debit card".
Rose industry full chain upgrade
According to Zhao Bo, director of the Pingyin County Characteristic Industry Development Center, since 2026, Pingyin has focused on the actual development of the entire rose industry chain, focusing on key areas such as technological innovation, brand enhancement, and market expansion, continuously deepening the integration of industry, academia, and research, expanding international exchanges and cooperation, promoting the linkage and efficiency improvement of the primary, secondary, and tertiary industries, and achieving phased progress in industrial development.
On the planting end, the purchase price of roses has been steadily increasing, effectively ensuring the income of flower farmers. On the research side, we have jointly established the "Shandong Pingyin Rose Industry Research Center" with Shandong Agricultural University to guide enterprises to deepen their cultivation in high value-added fields and enrich their product matrix. At present, Pingyin Rose products have formed a complete system of more than 160 varieties in 8 categories. The Rose series products, jointly launched with Starbucks and Luckin Coffee, have been launched, and the industrial added value continues to increase. In terms of international cooperation, we continue to deepen foreign exchanges and actively connect with global advantageous resources. Pingyin rose products have been exported to more than 30 countries and regions. In terms of the integration of the tertiary industry, we actively create a diversified business model of "Rose+", and the integration of culture and tourism continues to heat up. During this year's May Day holiday, the county received 312000 tourists, a year-on-year increase of 8%. Continuously innovating consumer scenarios, we have partnered with Taobao's "Live China" to launch a special live broadcast on "Searching for Fragrance in the East" The Pingyin Rose themed debit card has been officially issued, injecting new impetus into the integration of industry and finance. Successfully held the Jinan Rose Industry Development Conference, effectively promoting multi-party collaboration in "government, industry, academia, research, and application", and consolidating broad consensus and strong synergy for the high-quality development of the rose industry.
Digging deep into the value of 'a flower'
This year, Huamei Biotechnology teamed up with Starbucks to launch the "Rose 20 Coffee" series, which became popular across the internet and successfully gained popularity. At the press conference, Wang Zhe, Chairman of Shandong Huamei Biotechnology Co., Ltd., stated that the success of "Rose 20 Coffee" was not accidental and told the story of how the company deepened the value development of the rose industry.
According to Wang Zhe, relying on the core production area advantages of Pingyin double petal red roses and its unique ultra-low temperature vacuum freeze-drying and freshness locking technology, Huamei Biotechnology meets Starbucks' strict requirements for aroma, pesticide residues, and supply chain. With the concept of "20 roses extracted from a cup of coffee", Huamei has successfully gone global, marking Pingyin roses' transition from traditional agricultural products to internationalization, high-end, and branding. In the future, Huamei Biotechnology will focus on "digging deep into the value of a flower" and promote industrial upgrading from three dimensions: cross-border integration, technological innovation, and market expansion. In terms of cross-border integration, we have upgraded from raw material supply to joint research and development, brand co creation, and IP co construction, continuously landing trendy products such as "Rose+Coffee", "Rose+Tea Drink", and "Rose+Baking", and extending them to fields such as beauty and skincare, big health, cultural tourism and creativity, and home life, promoting the transformation of Pingyin Rose from a single product to an industrial cluster. In terms of technological innovation, we will strengthen cooperation with higher research institutes, improve the full process digital production system, and achieve standardized control from planting to warehousing. In terms of market expansion, we will strengthen online live streaming sales and content seeding; Deepen offline cooperation with Starbucks, chain restaurants, and high-end supermarkets, and lay out brand experience stores. Persist in deepening the domestic market and making breakthroughs overseas, and make efforts in both directions to keep Pingyin roses popular and fragrant around the world.
Time honored brand shines with new brilliance
Focusing on the reporter's concern about "what innovative measures will Fupai ass hide glue take in brand strategy, scientific and technological innovation, platform empowerment and other aspects next", Liu Jing, chairman of the board of supervisors of Shandong Fujiao Group, introduced that Fupai ass hide glue has the honor of national "double intangible cultural heritage" certification, the first batch of Chinese time-honored brands and other eight major countries, and has formed a "ass hide glue+" full industrial chain layout covering ten major formats, including medicine, health care products, functional food, cosmetics, cultural creativity, roses, and pet economy. Fupai ass hide glue was listed in the 2026 Top 6 Chinese Time honored Brand Value, ranking first in the production and sales of ass hide glue in China for 16 consecutive years, and its brand influence continued to increase.
Next, Fupai ass hide glue will rely on the "1+5+N" brand strategy to improve the innovation matrix of large nourishing products, constantly enrich the supply of nourishing products, and make ass hide glue products deeply integrated into the daily life of the young generation. Build an experience scene driven by "culture+technology", immerse the whole process of ass hide glue from ancient cooking to modern production through digital technology, and create an offline space integrating product experience, health consultation and cultural display. Fully open the "Fupai ass hide glue innovation and entrepreneurship platform", fully open up and share high-quality industrial resources, and work together to cultivate and create more brands with the characteristics of popular products in the market.
Financial vitality empowers characteristic industries
Li Qian, President of Bank of China Pingyin Branch, answered questions from reporters about the background of the launch of the "Pingyin Rose Theme Card" and financial service innovation. According to her introduction, the "Bank of China · Pingyin Rose Theme Debit Card" is inspired by Pingyin roses and is an exclusive card that embodies regional culture and industrial spirit. This joint venture is a collaborative exploration between Pingyin County People's Government and Bank of China around local brand building and livelihood services. Bank of China Pingyin Sub branch will continue to build an integrated comprehensive service of "settlement+credit+wealth management", launch inclusive loans relying on industrial big data, fully support the whole chain operation of rose planting, processing and sales, and simultaneously cover all industries such as ass hide glue health care, modern agriculture, commerce, culture and tourism. In terms of upgrading consumer experience, we will implement fee reduction policies and point benefits, and establish multi-channel services for counter processing, bulk card processing, and on-site card opening.
In addition, Bank of China Jinan Branch will promote card issuance throughout the city, allowing more citizens to understand Pingyin and Rose, and making every card use a strong support for the protection of Rose City culture and industrial development.
Reporter: Wang Zheng Editor: Bai Lingjun Proofreading: Yang Hefang