Research on the E-commerce Model of IP Trendy Toys Empowering GI Agricultural Products for Rural Revitalization

Abstract

Under the impetus of the "Digital Commerce Revitalizes Agriculture" policy and the deepening implementation of China's rural revitalization strategy, Geographical Indication (GI) agricultural products have established a solid industrial foundation—by 2025, the number of registered GI products nationwide had exceeded 3,500. However, this sector still faces numerous challenges: low product value-added, outdated brand image, fragmented and short-term agricultural support models, and declining consumer trust in agricultural product quality. This paper focuses on the integration pathways between intellectual property-driven trend toys and e-commerce for GI agricultural products, providing certain insights for research in the field of cross-border empowerment support for cultural creativity and sustainable agriculture. Through systematic literature review and multiple case analyses, this paper establishes a four-dimensional core framework comprising "intellectual property-driven trend toy innovation + GI agricultural products + digital traceability + ESG-driven agricultural support", and Its feasibility was validated across five dimensions: theoretical foundation, market competition, operational logic, marketing alignment, and profit sustainability. The study found that this model, which relies on asset-light operations, order-driven production, and a transparent traceability mechanism, effectively aligns closely with Generation Z's consumption preferences and the national rural revitalization policy. This measure can increase the product's added value by 30%–50%, and reduce waste of agricultural products at the same time.It provides a replicable pathway for brand upgrading of geographical indication products and long-term agricultural support.