Building the "Silk Road International Brand Port" and Establishing a Demonstration Base for "Belt and Road" Brands

　　On May 26, the Guosheng Think Tank and the Belt and Road Professional Committee of the China Society for Business History awarded Henan Zhongyuan Four Seasons Aquatic Product Logistics Port Co., Ltd. the title of "Silk Road International Brand Port."

　　Jointly building the Belt and Road Initiative, transportation connectivity serves as both the foundation and the key priority. Located in the heart of central China, Henan Province has creatively developed "Four Silk Roads," continuously enhancing its engagement, connectivity, and influence in the high-quality co-construction of the Belt and Road Initiative. By fostering an open economy, Henan is forging a new path for open development in this major inland province.

Henan Zhongyuan Four Seasons Aquatic Products Logistics Port Co., Ltd. has been honored as the "Silk Road International Brand Port."

　　On May 26, the National Think Tank for China and the Belt and Road Professional Committee of the China Business History Association awarded Henan Zhongyuan Four Seasons Aquatic Product Logistics Port Co., Ltd. the title of "Silk Road International Brand Port." Experts from the research team noted that Henan Zhongyuan Four Seasons Aquatic Product Logistics Port has actively aligned with national policies, focusing on people's livelihoods and deeply investing in the cold-chain logistics sector. Through concrete actions, the company has significantly contributed to Henan's high-quality integration into the broader Belt and Road Initiative, playing a pioneering and exemplary role in regional economic and social development. It stands as a flagship, landmark project showcasing the successful implementation of the Belt and Road vision.

　　"The Belt and Road Initiative Achieves Remarkable Success"

　　During the 13th Five-Year Plan period, China and countries along the Belt and Road focused on key priorities and worked collaboratively to steadily advance the initiative—from its initial broad, overarching vision ("da xie yi") into a more meticulous and refined phase ("gong bi hua"). As cooperation continues to deepen, the Belt and Road Initiative is now firmly moving forward toward high-quality development.

　　During the 13th Five-Year Plan period, China successfully hosted two Belt and Road International Cooperation Summits. The first Belt and Road International Cooperation Summit, held in May 2017, produced 279 specific outcomes across five key categories and 76 major areas—outcomes that were steadily implemented within less than two years. Building on this momentum, the second summit in April 2019 unveiled an even more robust list of practical achievements, encompassing 283 items under six distinct categories, marking a significant milestone in advancing the Belt and Road Initiative toward the meticulous and detailed "gongbi painting" approach.

　　Despite the undercurrents of anti-globalization trends and the disruptive impact of the global pandemic, the Belt and Road Initiative has demonstrated remarkable resilience and dynamism, with related projects steadily advancing and delivering impressive results. By the end of 2020, China had signed 203 cooperation documents on jointly building the Belt and Road with 138 countries and 31 international organizations, fostering more than 2,000 collaborative projects. Under these partnership frameworks, China has continued to deepen its cooperation with participating nations in key areas such as infrastructure development, the establishment of overseas economic and trade cooperation zones, international capacity collaboration, and financial partnerships.

　　In 2020, infrastructure projects such as the Hungary-Serbia Railway, the Padma Bridge in Bangladesh-China cooperation, and the Manmai No. 1 Tunnel on the China-Laos Railway successfully resumed work while effectively combating the pandemic. Meanwhile, major initiatives like the China-Belarus Industrial Park and the Jakarta-Bandung High-Speed Railway also made significant progress. Moreover, last year, China launched a batch of new construction projects with partner countries, including the Hungarian section of the Hungary-Serbia Railway and Pakistan’s Kohala Hydropower Station. Additionally, agreements were signed with Japan and France to build Qatar’s first non-fossil-fuel charging station, and with Uganda for the development of a photovoltaic power plant project.

　　Statistics show that in 2020, China’s merchandise trade with countries along the Belt and Road Initiative reached US$1.35 trillion, representing a year-on-year increase of 0.7%. Despite the ongoing challenges posed by the pandemic, China’s non-financial direct investments in these countries not only remained steady but also hit their highest level since the initiative was first proposed. In 2020, China’s non-financial direct investments in Belt and Road countries totaled US$17.79 billion, up 18.3% from 2019—and an impressive 18.9% higher than the average annual investment levels seen over the past few years.

　　Zhang Yuyan, an academician at the Chinese Academy of Social Sciences, stated at the Boao Forum for Asia 2021 Annual Conference that the impact of this pandemic has acted as a powerful driving force, likely prompting a shift in future economic development models—toward greater digitalization and increased reliance on online platforms. As a result, the digital economy is poised to become a key engine propelling economic growth in Asia.

　　Chinese brands support international cooperation under the Belt and Road Initiative.

　　More than 2,000 years ago, Chinese tea, silk, and porcelain were continuously transported westward along the ancient Silk Road. In an era before trademark registration, "Made in China" became a widely acclaimed global brand—thanks to their exquisite craftsmanship and superior quality—thus paving a vital pathway for ancient China’s diplomatic and trade exchanges with the West.

　　In modern society, the leading role of the brand economy continues to grow stronger. Owning globally recognized brands is not only an intangible asset for companies but also a symbol of a nation's overall competitiveness—and a powerful ambassador that showcases a country's image to the world. According to statistics from the United Nations Industrial Development Organization, these world-class brands, which account for less than 3% of all global brands, capture more than two-fifths of the global market share and generate nearly half of the world's total sales revenue.

　　China has elevated the cultivation and development of independent brands to the level of a national strategy, aiming to build a "brand powerhouse." The Central Economic Work Conference emphasized the importance of "focusing on demand-side management," highlighting that brands serve as an effective tool for guiding, enhancing, and stimulating consumer demand. To accelerate the establishment of a new development paradigm, we must leverage brand-building initiatives to guide efficient resource allocation, drive industrial transformation and upgrading, and help break through bottlenecks in the dual-circulation framework. Moreover, the "14th Five-Year Plan" outline marks the first time it calls for launching a "China Brand Building Initiative," setting even higher standards for brand development.

　　On May 10, 2014, General Secretary Xi Jinping, during his inspection of China Railway Engineering Equipment Group Ltd. in Henan Province, emphasized the need to "transform 'Made in China' into 'Created in China,' shift from 'China Speed' to 'China Quality,' and transition from 'Chinese Products' to 'Chinese Brands.'" This vision has provided a clear direction for upgrading and transforming China's industrial structure, as well as for building globally competitive Chinese brands. Since 2017, China has designated May 10 as "China Brand Day," fostering a societal consensus on brand development and driving continuous progress in brand-building efforts. As a result, a growing number of "national brands," "major national projects," "time-honored Chinese brands," "emerging industry leaders," and "national trend" products are rapidly gaining prominence—becoming shining symbols of China's global outreach. With each passing day, China is steadily accelerating its journey toward becoming a manufacturing powerhouse and a global leader in branding.

　　As the joint construction of the Belt and Road Initiative continues to deepen and gain momentum, China is strengthening its connectivity with major global markets and fostering ever-stronger regional economic cooperation. This underscores the urgent need for a robust ecosystem of locally distinctive, globally influential brand enterprises and products to provide the necessary support. At the same time, the Belt and Road Initiative offers a vast platform—and higher expectations—for brands from participating countries to go international. The initiative calls on more Chinese brands to venture beyond borders, leveraging their global presence to play a leading role in Belt and Road cooperation, thereby contributing to the nation’s goal of building a powerhouse in branding.

　　Currently, a growing number of Chinese brands have earned strong reputations overseas through their exceptional capabilities, becoming vital windows for the world to understand contemporary China. According to the "List of Chinese Enterprises' Brand Influence along the Belt and Road" for November 2020, developed by the Public Opinion Research Center of People's Daily Overseas Network, Sinopharm Group, Alibaba, JD.com, Bank of China, Huawei Group, Tencent Holdings, ZTE Corporation, Zoomlion, China Telecom, and China Mobile ranked among the top 10 companies on the list. These enterprises have successfully built robust brand influence in countries along the Belt and Road with their commitment to quality, strength, and integrity, contributing significantly to showcasing Chinese technology and Chinese brands on the global stage.

　　As a flagship project of the Belt and Road Initiative, the operation and regular deployment of China-Europe freight trains have significantly boosted China's opening-up policy and strengthened economic and trade ties with countries along the Belt and Road, making it a landmark achievement of the initiative. In 2020, a total of 12,400 China-Europe freight trains were operated—marking a remarkable 50% increase despite global challenges—and achieving an impressive overall container utilization rate of 98.4%. These trains now connect 97 cities across 21 European countries. At a critical moment in the global fight against the pandemic, the steadily running China-Europe freight trains delivered vital medical supplies, as well as essential goods for daily life and production, to people across the countries and regions along the Belt and Road. They have become a "lifeline" and a "bond of shared destiny," enabling nations and communities along the route to join forces in combating the crisis together.

　　Henan Zhongyuan Four Seasons Aquatic Product Logistics Port Agricultural Product Distribution Center

　　Cold-chain logistics usher in a new opportunity for rapid development.

　　The Belt and Road Initiative continues to deepen its connectivity, bringing significant benefits to the cold-chain logistics market. In recent years, China’s cold-chain logistics industry has seen its market size expand steadily year after year. In 2019, the industry’s market value reached approximately 339.1 billion yuan. According to previous forecasts by the China Cold Chain Alliance, by 2020, the market size is expected to surge to 469.8 billion yuan, with total cold-chain logistics demand reaching 240 million tons. By 2025, the industry’s market size is projected to surpass 550 billion yuan. Meanwhile, during the pandemic, demand for and acceptance of frozen products experienced explosive growth, presenting the frozen cold-chain sector with a new, rapid opportunity for development.

　　China has vigorously promoted the development of frozen foods and cold-chain logistics, introducing a series of policies and documents related to cold-chain logistics in recent years. The General Office of the State Council issued the "Opinions on Accelerating the Development of Cold-Chain Logistics to Ensure Food Safety and Boost Consumption Upgrades," while 24 relevant departments—including the National Development and Reform Commission (NDRC) and the Ministry of Commerce—jointly released the "Opinions on Promoting High-Quality Logistics Development and Facilitating the Formation of a Strong Domestic Market." Additionally, the NDRC rolled out the "Notice on Launching the Construction of the First Batch of National Backbone Cold-Chain Logistics Bases," and the Ministry of Agriculture and Rural Affairs unveiled the "Implementation Opinions on Speeding Up the Construction of Cold-Chain Storage, Preservation, and Fresh-Care Facilities for Agricultural Products." The "14th Five-Year Plan" outlines the goal of building a modern logistics system, emphasizing the urgent need to accelerate cold-chain logistics development. It calls for coordinated efforts in constructing integrated logistics hubs, backbone transportation networks, regional distribution centers, and last-mile delivery nodes. The plan also aims to enhance the infrastructure of national logistics hubs and key cold-chain logistics bases, strengthen the three-tier logistics network spanning counties, townships, and villages, and promote innovative rail-based freight solutions like high-speed rail express services. Furthermore, it underscores the importance of bolstering international air cargo capacity and enhancing the competitiveness of China’s maritime shipping sector on the global stage. These policy documents provide clear guidance on the development objectives, strategic pathways, and systemic framework for China’s cold-chain logistics industry. They also set forth specific requirements for implementing related initiatives, backed by robust policy incentives and financial support, ensuring the steady and healthy growth of the cold-chain logistics sector.

　　Panoramic view of the Henan Zhongyuan Four Seasons Aquatic Product Logistics Port Market

　　Henan is a major agricultural province and a powerhouse in logistics resources nationwide, boasting strong capabilities in developing cold-chain logistics. The Belt and Road Initiative has further cemented Henan’s pivotal role as a vital logistics hub connecting domestic and international markets while radiating across eastern, central, and western regions. This "mega-hub" status has laid a solid foundation for Henan to accelerate its ambitious "big logistics" development strategy. In 2014, General Secretary Xi Jinping visited Henan and urged the province to establish itself as a key logistics corridor linking China with the world, capable of reaching east, central, and western regions—and to contribute significantly to the construction of the Silk Road Economic Belt. He encouraged Henan to move steadily toward its vision of "buying globally and selling globally." Heeding the General Secretary’s guidance, Henan has clearly defined its strategic positioning: to become a crucial integrated transportation hub and a leading trade and logistics center along the Belt and Road; a dynamic platform for regional cooperation within the New Eurasian Land Bridge Economic Corridor; and a premier gateway for inland regions to embrace global openness. Wang Guosheng, Secretary of the Henan Provincial Party Committee, emphasized the need to strengthen Henan’s central role as a logistical backbone, ensuring seamless integration into the country’s new development paradigm. He highlighted the province’s mission to serve as a critical pivot for China’s domestic economic loop and a strategic link bridging both domestic and international markets. To achieve these goals, Henan is leveraging the unique advantages of its China-Europe freight trains while actively exploring emerging sectors such as cold-chain logistics and digitalized rail services. By expanding open-door policies and refining its collaborative networks, Henan aims to safeguard and enhance the smooth operation of national strategic channels for global connectivity.

　　The Mi-shaped high-speed rail network, an international airport, the China-Europe freight train (Zhengzhou) connecting the world—along with the booming e-commerce sector—have now created a seamless integration of the "Four Silk Roads": air, land, digital, and maritime. As a result, Henan Province is steadily solidifying its position as a major logistics hub, drawing in flows of people, goods, capital, and information—and even data—from across central China. From 2017, when Henan Province’s Logistics Industry Transformation Development Plan identified cold-chain logistics as one of its three key priorities, to the launch of the China-Europe freight train (Zhengzhou)—the first in China to pioneer cold-chain transportation, effectively linking the global cold-chain industry with domestic supply chains—right through Zhengzhou’s inclusion on the 2020 National Backbone Cold-Chain Logistics Base list, Henan’s cold-chain logistics sector has entered a phase of rapid, transformative growth.

　　　　Henan Zhongyuan Four Seasons Aquatic Product Logistics Port Digital Information Command Center

　　Henan Zhongyuan Four Seasons Aquatic Product Logistics Port: Building a Demonstration Base for the "Belt and Road" Brand

　　Located in Zhengzhou, Henan Zhongyuan Four Seasons Aquatic Product Logistics Port is the largest integrated warehousing, trading, and wholesale logistics center in China's central and western regions. It combines marine products, freshwater seafood, livestock and poultry items, quick-frozen foods, as well as warehousing, trading, and processing services. The port also serves as a key specialized market and critical node for the "Belt and Road" initiative’s cold-chain logistics network. Fully aligning with the spirit of the General Secretary’s speech and Henan Province’s strategic positioning for Belt and Road development, the port leverages its advantageous location—connecting east to west and linking north to south—and particularly benefits from the momentum generated by the China-Europe Railway Express (via Zhengzhou). Guided by Zhengzhou’s overarching development vision—“building a major transportation hub, fostering robust logistics, nurturing large-scale industries, and shaping a vibrant metropolis”—the port continues to build a comprehensive, multi-dimensional logistics network and actively expands international partnerships. This enables it to achieve the ambitious goal of enabling cold-chain products to be sourced globally and sold worldwide.

　　Since its opening in October 2013, Henan Zhongyuan Four Seasons Aquatic Product Logistics Port has continuously advanced the development of its logistics network, now virtually covering China’s major import and export ports. The port has successfully transitioned from a point-to-line strategy to an interconnected, network-based layout. Its land-based logistics network aligns seamlessly with the ancient Maritime Silk Road, enabling seamless cargo transportation that stretches westward from Lianyungang, passing through key cities such as Zhengzhou, Luoyang, Xi'an, Lanzhou, and Urumqi, ultimately connecting to Central Asia and European countries. Meanwhile, the maritime logistics network leverages Guangxi Beihai and Qinzhou Port—both historically significant starting points of the ancient Maritime Silk Road—and, through collaboration with COSCO Shipping Group, facilitates efficient trade routes linking Southeast Asian nations. With the rapid growth of e-commerce and the ongoing expansion of its logistics distribution network, Henan Zhongyuan Four Seasons Aquatic Product Logistics Port now serves as a vital hub capable of reaching over 20 provinces, municipalities, and autonomous regions across China. High-quality meat and seafood products sourced from around the globe are transported via sea, rail, road, air, and even multimodal cold-chain intermodal solutions, converging at the port for centralized distribution. From there, these goods are dispatched worldwide through a diverse array of transportation channels, ensuring global accessibility for both domestic and international markets.

　　The improvement of the cold-chain logistics transportation network has streamlined cargo delivery and reduced logistics costs. Combined with the expanded storage capacity of the logistics port's cold storage facilities, the number of businesses operating within the port continues to grow steadily, while their operational scale keeps expanding. Currently, Henan Zhongyuan Four Seasons Aquatic Product Logistics Port boasts 280,000 tons of low-temperature cold storage capacity. To strengthen epidemic prevention and control measures, the company has invested in constructing a centralized supervision warehouse for imported cold-chain food products in Zhengzhou, ensuring food safety even under the new normal of pandemic management. Today, the logistics port hosts nearly 2,000 operating businesses and nearly 50 logistics enterprises. Annually, it handles over 5 million tons of meat and seafood products, with frozen goods accounting for more than 100 billion yuan in annual trade value. This thriving hub has also created over 200,000 jobs, positioning itself as a pioneer in seamlessly integrating into the "Belt and Road" initiative while closely supporting regional livelihood projects. As a result, the port has made significant contributions to the development of the cold-chain logistics industry and the broader economic and social growth of the region.

　　　　Henan Zhongyuan Four Seasons Aquatic Product Logistics Port – Zhengzhou City’s Centralized Supervision Zone for Imported Cold-Chain Food

　　Guided by the national strategy of "aligning the innovation chain with industrial chains and structuring industries around the innovation chain," Henan Zhongyuan Four Seasons Aquatic Product Logistics Port is actively promoting the integrated development of its industrial and innovation ecosystems, fostering a collaborative platform that seamlessly connects industry, academia, and research for innovation and entrepreneurship. In a strategic partnership, Henan Zhongyuan Four Seasons Aquatic Product Logistics Port has teamed up with Guosheng Think Tank to jointly conduct specialized research, academic discussions, and expert consultations focused on key topics related to the Belt and Road Initiative and the port's unique mission. Together, they aim to leverage smart, science-based decision-making to drive the logistics port toward high-quality, sustainable growth.

　　Henan Zhongyuan Four Seasons Aquatic Product Logistics Port has partnered with Singapore's First Group and Singapore Global Holdings Group to comprehensively strengthen its cold-chain logistics supply chain and build a fully integrated, end-to-end information platform. By pioneering innovative cold-chain logistics models, the port aims to elevate cold-chain technology and digitalization capabilities, driving the sector toward higher-value, premium-quality development. Additionally, the port has reached preliminary cooperation agreements with big-data-driven sharing economy platforms like UU Paotui and UU JinFu. Leveraging the logistics port as its core infrastructure, these partnerships will enable timely delivery of diverse seafood and livestock products directly to consumers, while simultaneously offering merchants at the port more efficient, cost-effective, and high-quality services. Moreover, the logistics port is actively advancing the development of a financial supply chain tailored for cold-chain logistics, collaborating closely with leading financial institutions such as Bank of Communications, Industrial and Commercial Bank of China, and China Construction Bank. This strategic partnership will further enhance the availability of robust financial services across the port’s ecosystem, providing top-tier financial solutions not only to local businesses but also to traders from across China.

　　A section of the Henan Zhongyuan Four Seasons Aquatic Product Logistics Port Market

　　Henan Zhongyuan Four Seasons Aquatic Product Logistics Port has earned the title of "Silk Road International Brand Port," thanks to its proven, replicable, and scalable model that has driven the clustering, upgrading, and sustainable growth of the logistics industry. As a flagship and landmark project under the Belt and Road Initiative, the port has made a distinctive contribution to fostering connectivity across the initiative. Looking ahead, Henan Zhongyuan Four Seasons Aquatic Product Logistics Port should prioritize strengthening its digital platform infrastructure, leveraging the industrial internet as a key catalyst to spur innovation in cold-chain logistics and digital integration. By seamlessly integrating internet technologies and mindset into every stage of the frozen product ecosystem—ranging from production and trade to financing and distribution—the port can unlock new industry models through collaboration and competition. Moreover, the port must continue advancing supply-chain finance initiatives, establishing robust platforms for government-bank-enterprise partnerships. This will facilitate closer communication and cooperation with upstream and downstream enterprises, enabling deeper integration between financial flows, supply chains, and industrial value chains. By relying on independent innovation, the port will consistently enhance both product quality and service excellence, while effectively communicating its brand story to build stronger market influence and brand recognition. As Zhengzhou accelerates its development as an international, comprehensive transportation hub—and deepens its strategic partnership with the China-Europe Railway Express (Zhengzhou)—Henan Zhongyuan Four Seasons Aquatic Product Logistics Port is poised to become the nation’s leading distribution center for frozen products. Ultimately, the port aims to position Zhengzhou as a vital Cold Chain Hub and Regional Center for Cold-Chain Logistics along the Belt and Road, turning frozen goods and cold-chain services into a shining Silk Road emblem that underscores Henan’s active participation in the Belt and Road Initiative.