According to Yang Min, as of the end of 2024, the number of sika deer raised in Jilin Province reached 862,000, with antler production of 1139.8 tons, accounting for 70% of the country's output, forming an industrial pattern of "global sika deer looking at China, Chinese sika deer looking at Jilin".

"Jilin Province is led by the geographical indication certification trademark of 'Jilin Sika Deer', and has built a three-dimensional matrix of 'public brand + enterprise brand + product brand'." She said that at the public brand level, regional characteristic brands such as "Shuangyang Sika Deer" and "Dongfeng Sika Deer" are well-known nationwide; in the field of corporate brand, leading enterprises such as Aodong, Jichun, and Zhonglu have risen; at the product brand, traditional products such as Ansin Brain Soft Bacillus Liquid, Deer Blood Peptide Tablets, Deer Antler Wine coexist with fashionable fast-moving consumer goods such as deer blood coffee and ready-to-eat deer blood peptide tablets, covering consumption scenarios of all ages.

Yang Min said that in terms of source control, Jilin Province has 7 of the 9 sika deer varieties in the country, and the only two national sika deer insurance farms in the country (Wenfu and Dongda) have settled here to lay the foundation for quality with high-quality sources. On the processing end, relying on the country's only sika deer industrial cluster project, the central and local funds will be leveraged by 980 million yuan in 2024 to promote the extension of the industrial chain to deep processing.

At the same time, Jilin Province has "set a stage for enterprises" through exhibition platforms such as the Canton Fair, Sugar and Wine Fair, and Moganshan World Brand Conference, and has implemented a "one deer, one code" and "one product, one code" traceability system, controlling the quality of the entire process from breeding to product, and consolidating the foundation of brand trust.

Technology breaks the deadlock and has high value-added research and development: decoding the conversion password of "The Deer Body is a Treasure"

In response to the comprehensive utilization of sika deer resources, Jilin Province is breaking through the bottleneck of "medicinal and food". Yang Min revealed that at present, deer antlers, deer fetus, deer bones, etc. can only be used as raw materials for medicines or health products, with a long R&D cycle and difficulty in market access.

"To this end, Jilin Agricultural University has led 12 scientific research teams to carry out research around the 'into-corks and medicine, and fetal bones and new resource food'. It has completed preliminary toxicology experiments and strives to apply to the National Health Commission in 2025 to promote relevant raw materials to enter the catalog of medicine and food." She explained that this breakthrough will release the potential of geometric industries, and it is expected that diversified products such as functional food, medical beauty raw materials, and biopharmaceuticals can be developed.

In the field of cutting-edge scientific research, Jilin Province focuses on the "regeneration and repair" characteristics of deer antlers, carries out basic research such as stem cell transplantation, and explores its application scenarios in the fields of medical care, beauty, etc. "In the future, Jilin Province plans to build a Sika deer innovative scientific research platform to accelerate the transformation of school-enterprise cooperation results, empower product iteration with technology, and enhance the core competitiveness of the brand." Yang Min added.

From "deep domestic cultivation" to "breaking the circle on overseas": the blueprint of the trillion-dollar cluster is clear

When talking about market expansion, Yang Min said that Jilin Province is relying on the "deer-eating tradition" of Northeast Asia and Southeast Asia to explore the international market - Japan and South Korea regard deer products as daily tonics. Jilin Province plans to bring deer paste and deer blood products to the 2025 Osaka Expo in the second half of the year; Guangdong, Hong Kong, Macao and Southeast Asian markets have strong demand for tonics, and some companies have tried the waters through Hong Kong and Macao channels, and will develop customized products in response to local dietary habits in the future.

She also revealed that after fully proof of the upcoming "Jilin Province Sika Deer High-Quality Development Five-Year Plan" believes that the industry will focus on secondary industry processing and drive the coordinated development of primary industry breeding and tertiary industry marketing.

Yang Min further stated that it is planned that by the end of 2025, the target of sika deer breeding volume exceeds 1 million, consolidating the raw material foundation; by the end of 2027, the industrial output value will sprint to 100 billion yuan, forming a characteristic industrial cluster; by 2029, a full-chain development model integrating breeding, processing, culture and tourism, and marketing will be built, so that "Jilin Sika Deer" will become a globally renowned Chinese brand.

From May 9th to 11th, the 2025 World Brand Moganshan Conference was held in Deqing, Zhejiang. The World Brand Moganshan Conference was co-founded by Xinhua News Agency Brand Work Office, China National Brand Network, etc., and has been held for two consecutive sessions. As one of the important activities of the 2025 World Brand Moganshan Conference, the "2025 Brand High-Quality Overseas Overseas Forum" is themed "New Challenges, New Opportunities, New Paths", bringing together the wisdom of all parties to jointly explore diversified development paths for brands to go overseas.

[Editor in charge: Wang Yuqi]