Zeng Jinying, leader of the Provincial Agricultura...
On April 26th, the 2026 "Jiujiang Guokong Cup" Jiangxi (Jiujiang) Tennis Open officially kicked off at the Jiujiang International Tennis Center. Zeng Jinying, member of the Party Committee, Deputy General Manager, and Legal Director of Jiangxi Provincial Agricultural Development Group, attended the opening ceremony and conducted in-depth visits and research at the event site to gain a firsthand understanding of the organization and operation of the event as well as the integrated development of "agriculture + sports". Shen Hongbin, Chairman of the Provincial Sports Development Co., Ltd. and Tournament Director, accompanied the research.
Go deep into the front line for research and guide the operation of the event
During the investigation, Zeng Jinying and his team conducted an on-site inspection of functional areas such as competition venues, player rest areas, and event command centers, gaining a detailed understanding of various aspects of the work including event organization, safety assurance, and player services. He fully affirmed the professional competence and hard work of the event operation team from the Sports Development Company.
"Jiangxi Tennis Network is a 'golden business card' for Jiangxi's sports to showcase to the world, and also an important platform for the Agricultural Development Group to serve the rural revitalization strategy," Zeng Jin emphasized during the research. As a subsidiary of the Agricultural Development Group, the Sports Development Company should fully leverage the traffic effect of the event platform, transform the high attention of tennis events into an effective carrier for agricultural product brand promotion, and let the "flavor of Jiangxi" go global with tennis.
Strengthen group collaboration and assist in rural revitalization
As the event operator, Jiangxi Provincial Sports Development Co., Ltd. has thoroughly implemented the strategic deployment of the group's "15th Five-Year Plan" and adhered to the development philosophy of "brand leadership and synergistic enhancement". During this year's Jiangxi Tennis Open, under the high-level promotion of the Provincial Agricultural Development Group, the Sports Development Company actively collaborated with sister enterprises of the group to promote high-quality grain and oil products from Jiangxi Grain Group, specialty agricultural products from Jiangxi Green Group, and selected merchandise from the supply chain group during the event, achieving an immersive experience of "enjoying Jiangxi products while watching a match".
This innovative model of "event promotion + agricultural product exhibition and sales" is similar to the approach taken by Suzhou Agricultural Development Group, which has sponsored the "Beautiful Countryside" league for three consecutive years, realizing the integrated development of "sports + cultural tourism + agriculture". Zeng Jinying pointed out that sports development companies should learn from industry benchmarks and further promote the integration of "sports + agriculture", so that event traffic can truly be transformed into development momentum for supporting and revitalizing agriculture.
Deeply cultivating event IPs to create a model of integrated development
Tifa Development Company is currently fully engaged in developing core event IPs such as the Jiangxi Tennis Open and the Legendary Golden Hook Series, actively exploring the development path of "promoting production through competitions and revitalizing agriculture through sports". As one of the most internationally influential professional events in the province, the Jiangxi Tennis Open has achieved the co-hosting of both ATP and WTA for the first time this year, with nearly 130 professional players from more than 20 countries and regions around the world participating. The competition lasts for 16 days, and its media dissemination value and commercial influence continue to rise.
Zeng Jin proposed three requirements for the next step of work of the Sports Development Company: First, we must focus on our main responsibilities and businesses, fully leverage the advantages of the event platform, and continue to deepen collaborative cooperation with sister enterprises such as Jiangsu Grain Group, Jiangsu Green Group, and Supply Chain Group. Second, we must adhere to brand leadership, build Jiangsu Sports Network into an influential sports industry integration platform nationwide, and make it a distinctive sector for the Agricultural Development Group to serve rural revitalization. Third, we must be brave in pioneering and innovating, exploring replicable and promotable business models in areas such as event IP operation, digital sports, and the integration of sports and tourism.
After the investigation, Zeng Jin had a cordial exchange with the representatives of the participating players and wished the 2026 Jiangxi Tennis Open a complete success. He stated that the Agricultural Development Group would, as always, integrate resources to support the Sports Development Company in becoming stronger, better, and larger, contributing the strength of agricultural development to the high-quality development of Jiangxi's sports industry and the cause of rural revitalization.
