Nansha Blue Crab brand strategy yields greater market success

The market value of Nansha blue crabs has soared as a result of stepped-up branding, reaching an annual output value of 15 billion yuan ($2.16 billion) on Jan 25.

Recently, at the fourth China Green Development Forum for the Blue Crab Industry, this sector became a focal point.

Since establishing its regional public brand in 2022, Nansha blue crabs have obtained organic and green certifications, earned the national geographical indication, and significantly enhanced their brand value.

Nansha blue crabs. [Photo/WeChat account: nanshafabu]

The pond-side supply price has risen from 120-140 yuan per kilogram to around 240 yuan.

Located at the confluence of saltwater and freshwater streams at the Pearl River estuary, Nansha's superior water quality and climatic conditions foster a unique quality — thin shells, thick meat, and sweet, creamy roe.

The current farming area exceeds 15.3 million square meters, with an annual output of nearly 5,500 metric tons.

To ensure high quality is maintained and to mitigate against counterfeiting, the industry promotes a "one crab, one code" traceability system, allowing consumers to scan codes for farming information.

Experts can also identify origins using morphological characteristics to uphold product credibility. Nansha blue crabs are sold through online mini-programs and offline stores, continuously driving the industry toward green and efficient development.