Column | Current Status, Future Trends, and Recommendations for the Waterfowl Industry in 2020

Abstract: This article summarizes the development status of the waterfowl industry in 2020 based on domestic and international waterfowl production and trade, as well as technological research and development progress in the waterfowl industry. It analyzes the problems existing in China's waterfowl industry, makes predictions about the development trends of the waterfowl industry in 2021, and finally proposes policy recommendations to promote the development of China's waterfowl industry.

1. Overview of Waterfowl Production and Trade in 2020

1.1 International Aspect

Based on data provided by the China Animal Husbandry Association and the Food and Agriculture Organization of the United Nations (FAO), and estimates of the supply and demand relationship in China's waterfowl industry market, the global meat duck slaughter volume in 2020 was approximately 6.62 billion birds, showing a steady increase compared to 2019. Asia accounted for the largest share, about 85%, followed by Europe at about 11%. In 2020, the top five countries (regions) by number of meat ducks slaughtered were China, Myanmar, Vietnam, France, and Bangladesh; by slaughter weight, the top five were China, France, Myanmar, Vietnam, and Malaysia, with mainland China accounting for about 68% of the world's total meat duck slaughter weight. The global meat goose slaughter volume in 2020 was about 740 million birds, an increase of approximately 17.5% compared to 2019, with Asia accounting for about 96%, Europe about 2.3%, and the Americas and Africa about 1.7%. China is the country with the largest meat goose slaughter volume worldwide, followed by Egypt, Poland, Myanmar, and Hungary. Currently, countries that prohibit foie gras production include Argentina, the Czech Republic, Denmark, Finland, Germany, Ireland, Israel, Italy, Luxembourg, the Netherlands, Norway, Poland, Sweden, Switzerland, and the United Kingdom; however, these countries only ban production, not sales. India is the only country worldwide that completely bans both the production and sale of foie gras.

 

As of now, negotiations on competition policy under the World Trade Organization (WTO) have been stalled for nearly 16 years, with trade wars focusing on tariff disputes occurring intermittently. In the poultry industry, trade in poultry meat and eggs has always been a focus, and the monthly outbreaks of avian influenza have added greater uncertainty to the already complex international trade of poultry products. For example, the eight-year-long tariff dispute between the United States and India over poultry trade centers on India's refusal to lift strict controls on poultry product imports and exports, leading the U.S. to impose $450 million in tariffs on Indian goods. Since 2020, compounded by the COVID-19 pandemic, many countries have suspended poultry egg exports and poultry meat imports. The U.S. animal protein industry has seen a wave of anti-competitive behavior due to supply chain price disparities harming the interests of farms and retailers, most intense in the beef sector, followed by pork, poultry meat, and eggs. After seven years of anti-competitive behavior, some major U.S. poultry producers have shown goodwill in legal rulings, and a leading U.S. egg producer has been sued for alleged price manipulation of poultry eggs.

 

Additionally, in 2020, diseases severely impacted waterfowl product trade. Avian influenza outbreaks occurred in many parts of the world, including China. From January to November 2020, new highly pathogenic avian influenza (HPAI) outbreaks in poultry were reported monthly, with January to April being the peak season, recording 52, 72, 88, and 209 new outbreaks respectively. Unlike previous years, data released by the World Organization for Animal Health (OIE) shows that since 2020, HPAI outbreaks have posed a significant threat to poultry health and also risked other animals' health. Kazakhstan reported two new free-range poultry H5 subtype HPAI outbreaks, affecting 390 susceptible pigs, 3,593 cattle, 5,439 sheep, and 1,206 horses, though none of these susceptible animals were infected. From January 1 to November 16, 2020, the top 10 economies with the most new poultry HPAI outbreaks were Hungary (273), Taiwan (67), Russia (66), Vietnam (63), Poland (31), Kazakhstan (11), Bulgaria (9), Israel (8), Germany (7), and India (7). The top 10 economies by number of poultry culled due to HPAI outbreaks were Hungary (3.534 million birds), Russia (1.768 million), Taiwan (582,000), Kazakhstan (545,000), Poland (509,000), Australia (434,000), Bulgaria (421,000), Japan (387,000), Saudi Arabia (385,000), and Israel (286,000). From late November 2020 to January 2, 2021, HPAI spread to 42 farms in South Korea, with the spread accelerating. To stop the spread, South Korea culled over 11.5 million poultry in more than 200 farms and imposed poultry transport bans ranging from 7 days to 1 month on affected farms and surrounding areas. As a result, wholesale prices for duck meat in South Korea rose about 70% year-on-year.

 

1.2 Domestic Aspect

Since the outbreak of COVID-19, the waterfowl industry has been severely impacted due to restaurant closures, road lockdowns in some areas, suspension of live poultry markets, and delayed resumption of waterfowl slaughtering. This has led to a sharp decline in processing and sales of waterfowl products, accumulation of commercial meat poultry stocks, and poor sales of breeding and young poultry.

 

According to surveys and statistics on waterfowl production in 22 major waterfowl-producing provinces (cities, districts) nationwide in 2020, the total commercial meat duck slaughter volume was 4.683 billion birds, an increase of 9.72% compared to 2019; total meat duck output value was 113.286 billion yuan, a decrease of 4.20% compared to 2019; egg duck inventory was 146 million birds, a decrease of 21.78% compared to 2019; duck egg production was 2.8466 million tons, a decrease of 7.98% compared to 2019; total egg duck output value was 25.198 billion yuan, a decrease of 34.07% compared to 2019; commercial goose slaughter volume was 639 million birds, an increase of 5.34% compared to 2019; meat goose output value was 48.942 billion yuan, a decrease of 12.23% compared to 2019. The total output value of the waterfowl industry in 2020 was 187.427 billion yuan, a decrease of 11.69% compared to 2019. Overall, although meat duck and goose production slightly increased, market price fluctuations increased, and the output values of the three major sectors—meat duck, egg duck, and goose—showed a downward trend, indicating the entire industry faced significant challenges.

 

Looking at the prices of waterfowl products, in response to the COVID-19 pandemic, all 31 provinces (cities, and regions) across China activated Level I responses for major public health emergencies during the first half of 2020. As a result, the poultry industry shifted primarily to selling live birds, followed by freezing and distributing processed poultry products. Consequently, markets across the country largely came to a standstill in terms of normal circulation. Examining price trends at the end of each quarter in 2020: For live ducks, the average price of meat-and-feather ducks stood at 7.90 yuan/kg at the end of March, up 45.59% from the previous quarter but down 2.62% year-on-year. By June, the average price had risen further to 7.34 yuan/kg, increasing by 16.51% sequentially while falling sharply by 16.10% compared to the same period last year. At the end of September, the average price dipped slightly to 7.56 yuan/kg, declining by 17.54% quarter-on-quarter but dropping even more significantly—by 20.96% year-on-year. Finally, by November, the average price rebounded to 7.94 yuan/kg, marking a 11.95% increase from the prior quarter yet still down 24.78% compared to the same month last year. For duck eggs, the monthly average price was 11.51 yuan/kg in March, up 1.05% sequentially but up 2.67% year-on-year. By June, the average price had fallen to 10.43 yuan/kg, declining 4.57% quarter-on-quarter and dropping 8.91% compared to the same period last year. In September, the monthly average price edged down further to 10.12 yuan/kg, slipping 0.83% sequentially while also falling 16.06% year-on-year. By November, however, the average price stabilized at 10.06 yuan/kg, showing a modest 0.15% increase from the previous month but still down 17.51% compared to the same time last year. Finally, regarding ducklings, the monthly average price was 1.74 yuan per bird in March, surging 39.20% from the previous quarter but plummeting 71.69% year-on-year. By June, the average price had soared again to 2.33 yuan per bird, climbing 95.80% sequentially while remaining 28.79% lower than the same period last year. In September, the average price dropped once more to 1.50 yuan per bird, rising 15.42% quarter-on-quarter but still plunging 78.40% compared to the same month last year. By November, the average price climbed back up to 2.14 yuan per bird, reflecting a robust 26.15% increase from the previous quarter—but surprisingly, it remained a staggering 72.92% lower than in the same month of the previous year.

 

From the perspective of foreign trade, China's imports and exports of waterfowl products have experienced a significant decline due to the impact of the pandemic. In 2020, the General Administration of Customs disclosed only the import volume of frozen duck pieces and offal, which totaled 599.99 tons from January to November. Meanwhile, exports of frozen waterfowl meat reached 36,496.867 tons, representing a year-on-year drop of 68.8%—including 5,108.727 tons of frozen duck exports. In the first 11 months of 2020, the value of imported frozen duck pieces and offal amounted to 21.116 million yuan, while exports of frozen waterfowl meat generated 728.094 million yuan, marking a 66.0% decrease compared to the same period last year.

 

In February 2020, a poultry farmer in Shuangqing District, Shaoyang City, Hunan Province, reported an outbreak of H5N1 subtype highly pathogenic avian influenza (HPAI) among his broiler chickens. The farm had a total flock of 7,850 birds, with 4,500 already dead or showing symptoms of the disease. Following the outbreak, local authorities promptly implemented emergency response measures in accordance with relevant contingency plans and prevention guidelines. As a result, 17,828 infected birds were culled, and all diseased, dead, and culled poultry have since been safely disposed of through proper sanitation procedures. Also in February, an H5N6 subtype HPAI outbreak was detected at a poultry farm in Xichong County, Sichuan Province. The farm housed 2,497 birds, of which 1,840 had fallen ill and died. Local authorities swiftly acted according to established protocols and technical standards, culminating in the culling of 2,261 infected birds. All affected and culled poultry were thoroughly handled to ensure no environmental contamination. On November 26, 2020, a wild swan outbreak caused by the H5N8 subtype HPAI occurred at the Sanwan Swan Scenic Area in Pinglu County, Yuncheng City, Shanxi Province. Meanwhile, in December 2020, Ningyuan County, Yongzhou City, Hunan Province, confirmed a human case of H5N6 avian influenza. In response, local authorities immediately suspended live poultry trading starting from December 20th to prevent further spread of the virus.

2. Advances in R&D for the Waterfowl Industry

2.1 International Perspective

2.1.1 Poultry Farming and Slaughtering Sector

At the beginning of 2020, German researchers filed a patent application for an innovative technology that allows sex determination in egg embryos as early as day 3 of incubation, with an accuracy rate of 75%. By day 6, the accuracy rises to 95%. Meanwhile, Israeli startup SOOS has developed a groundbreaking new technique for converting egg embryo sex: by analyzing cellular acoustics and adjusting environmental conditions within the incubator, the company can transform male genes into fully functional female genes. This technology has already boosted the hatchability of female chicks to 60%, with potential to reach 80% in the future. Additionally, Tyson Foods is currently working on an automated deboning system aimed at processing nearly 40 million poultry birds per week.

 

2.1.2 Poultry Production Management Field

In 2020, to reduce the risk of COVID-19 infections among employees, Tyson Foods deployed an infection-tracking algorithm and a "monitoring test" program at its meat processing plants. Meanwhile, Iterate Labs developed a "wearable sensor device" designed for use in poultry production. This ergonomically crafted device connects to gloves and continuously monitors and predicts employee-related ergonomic issues and fatigue levels, providing managers with real-time data. By doing so, it helps ensure worker safety, boosts employee retention rates, and addresses critical challenges facing the poultry industry—such as high turnover, workplace injuries, low employee engagement, and limited awareness of individual performance.

 

2.1.3 Food Technology Field

In 2020, Remy Burcelin, a researcher at France’s National Institute of Health, developed a method to produce foie gras without the traditional force-feeding process. The first batch of foie gras produced using this innovative technique was launched in southwestern France. Meanwhile, Nestlé has introduced several plant-based meat products tailored for both consumers and professional catering channels in the Chinese market, and its plant-based brand "Garden Gourmet" has officially entered China.

 

2.2 Domestic Aspects

2.2.1 The Field of Genetic Breeding

In the field of waterfowl genetic breeding, Chinese researchers have estimated the genetic parameters for meat quality traits in Beijing ducks, providing crucial reference data for duck breeding programs focused on meat production. They also investigated the genetic mechanisms underlying muscle fascicle thickness, laying a theoretical foundation for selecting and improving meat quality. Additionally, whole-genome association analysis was employed to identify key genes associated with meat quality traits in Beijing ducks. HTRA3 The specific expression of genes in the ovaries of black-feathered Muscovy ducks, along with an analysis of their functions; the Zhongchu Prairie White-Feathered Meat Duck line has completed individual evaluations for its 9th-generation S1 line (paternal lineage) and S2 line (maternal lineage), while individual assessments for the S3 line are currently underway. The S4 line is in the incubation phase. By the end of 2020, individual evaluations for all lines had been fully completed. Additionally, the large-scale Muscovy duck crossbreed "Wenshi White-FEathered Muscovy Duck No. 1 (N101 ♂ × [(N104 ♂ × N103 ♀) ♀])" has successfully passed the national livestock and poultry genetic resources committee's evaluation for a new breed-specific crossbreed system.

 

2.2.2 Nutrition and Feed Technology Field  

2.2.3 Disease Prevention and Control Field

 

2.2.3 Disease Prevention and Control领域

In 2020, China achieved significant progress in the prevention and control of waterfowl diseases, including conducting molecular detection of the Tembusu virus, studying the effectiveness of ozone-based flushing disinfection on drinking lines used for commercial meat ducks in eliminating residual medications, and carrying out a molecular epidemiological investigation of duck hepatitis A virus.

 

2.2.4 Aquaculture Technology Field     

In 2020, China made significant advancements in waterfowl farming technology, including the development of the "IoT Ranch" theoretical framework and a national-level testing platform. Additionally, researchers created multi-dimensional, three-dimensional sensing technologies for livestock and poultry, along with specialized sensors. They also investigated the differences in production performance and economic efficiency between a novel three-tiered, vertically stacked netting system (measuring 2 m long × 2 m wide × 0.65 m high per cage) and the conventional three-tiered cage system (1 m long × 1 m wide × 0.55 m high per cage), specifically for Cherry Valley meat ducks. Furthermore, an off-site fermentation bed was designed, and ventilation simulations were conducted on this innovative setup. The study also explored optimal stocking densities for brooding under multi-layered flat-floor systems, as well as temperature and humidity variations across different layers. Finally, a third-generation automated force-feeding machine was developed, effectively replacing manual feeding methods.

 

2.2.5 Field of Processing Technology

In 2020, Chinese researchers made significant strides in waterfowl processing technology by developing an emulsified duck sausage product with excellent texture and flavor, utilizing both duck breast and leg meat to enhance the value of these underutilized cuts. They also investigated how adding ingredients like shiitake mushrooms, truffles, and matsutake mushrooms influenced the quality and sensory characteristics of the emulsified sausage, successfully creating a uniquely flavored product that not only boosted the nutritional value but also improved the textural attributes of the final product. Additionally, the study examined changes in volatile flavor compounds, overall taste, free amino acids, and umami nucleotides across various stages of roasted duck leg processing, providing valuable insights for further refining the production techniques. Meanwhile, the research explored the impact of post-transport slaughter waiting times on goose meat quality and key blood parameters. Finally, the team compared two different sanitation and cleaning procedures to assess their effects on salted egg quality, offering a scientifically sound basis for establishing optimal disinfection and cleaning protocols for duck eggs.

3. Current Status and Existing Issues in the Waterfowl Industry Development in 2020

3.1 Industry Overview

3.1.1 Rising farming costs leave small and medium-sized farmers suffering heavy losses

At the beginning of 2020, due to the COVID-19 pandemic, many regions implemented traffic restrictions, leading to a severe shortage and significant difficulty in obtaining waterfowl feed. Simultaneously, feed prices soared, driving up the cost of raising waterfowl. To ensure the stable development of the livestock and poultry industry, the government’s targeted support efforts primarily focused on large-scale farming enterprises, leaving smaller farms largely unsupported. As a result, many small and medium-sized farmers were forced to make tough decisions: some chose to bury their remaining ducklings alive as a last-ditch survival strategy, while others sold their breeding eggs as commercial eggs. Faced with these desperate measures, most farmers resorted to drastic cuts in production—reducing both chicks and eggs, ultimately resulting in a critical shortage of products later in the market. Meanwhile, a growing number of farmers, unable to bear the mounting losses, were compelled to exit the industry altogether.

 

3.1.2 Market Circulation Hindered: Consumer Market Faces Both Challenges and Opportunities

The outbreak of the COVID-19 pandemic has dealt a massive blow to the livestock and poultry markets. During the pandemic control period, live poultry sales were banned, causing near-total stagnation in market circulation across regions. As a result, large quantities of waterfowl products were lost, plunging the waterfowl market into a deep slump. Both offline wholesale markets for waterfowl and physical retail platforms like supermarkets suffered severe setbacks. Meanwhile, however, food-focused e-commerce platforms and new retail models have experienced rapid growth. Players such as Hema Fresh, Tmall Supermarket, and JD.com Supermarket have quickly gained traction in first- and second-tier cities, effectively shifting the primary battleground for waterfowl product sales—and creating exciting new opportunities for brands to expand their distribution channels.

 

3.1.3 Operational management approaches continue to be optimized, with a growing trend toward comprehensive, end-to-end industry chain integration.

Against the backdrop of successive shocks from African Swine Fever and the COVID-19 pandemic, the waterfowl industry has been steadily adapting and optimizing its production and operational approaches across every link of the industrial chain to tackle new challenges and evolving market dynamics. To accurately gauge market trends and swiftly adjust production structures and strategies, companies are exploring and implementing an integrated, full-chain, self-managed business model that encompasses "production, processing, and sales." By extending the industrial chain as much as possible, these enterprises not only enhance supply-chain efficiency and better align with market demands but also strengthen their ability to withstand potential market risks.

 

3.1.4 Consumer spending patterns continue to evolve, with the supply and demand for waterfowl products showing increasingly diverse characteristics.  

Consumers are increasingly demanding more diverse waterfowl products—seeking not only green, healthy, and nutritious options in terms of quality, but also prioritizing the convenience and immediacy of both online and offline purchasing channels. At the same time, they’re placing higher expectations on product pricing. To meet these evolving consumer needs, waterfowl companies are not only strengthening their traditional products and market presence but also continuously innovating and upgrading ready-to-eat offerings while pioneering new consumption models. This approach has effectively expanded and diversified consumer choices from the very beginning of the supply chain. Meanwhile, the waterfowl industry is steadily raising its standards across production, sales, and quality, earning growing consumer trust and loyalty along the way.

 

3.2 Existing Issues

3.2.1 Market volatility risks are intensifying, and companies' ability to respond needs further strengthening.

Affected by the pandemic, government policies, and shifts in supply and demand, waterfowl market prices have experienced significant volatility. Compared to 2019, waterfowl prices in 2020 generally remained at lower levels throughout the year. For instance, in November 2019, the national average price of ducklings soared to a peak of 7.89 yuan per bird, but by January 2020, it plummeted to just 0.96 yuan per bird. Although prices rebounded slightly afterward, they didn’t fully recover until July, when they finally climbed back to the normal level of 3.24 yuan per bird—still a remarkable 3.375-fold increase from the January low. However, by August, prices once again plunged rapidly, dropping to 1.30 yuan per bird. Such sharp and unpredictable price fluctuations pose substantial risks to businesses’ production and operations. This is especially true for small and medium-sized enterprises, many of which rely on a single product line and have relatively short supply chains, leaving them ill-equipped to manage market volatility. As a result, extreme price swings can push these companies toward bankruptcy and eventual market elimination.

 

3.2.2 Resource and environmental constraints are steadily intensifying, while the technical support system for managing pollution from waterfowl farming remains weak.

As environmental standards continue to rise, the waterfowl farming industry is facing ever-increasing resource and environmental pressures. Against the backdrop of insufficient coverage from environmental subsidy policies, rising costs associated with pollution control and emission reductions, and the growing challenge of realizing the market value of eco-friendly products, the sector is experiencing rapidly escalating production costs while its room for growth continues to shrink. Meanwhile, the technological support system for managing waterfowl farming-related pollution remains underdeveloped, further intensifying the environmental pressures on the industry. Although individual technologies for the resourceful utilization of waterfowl manure have advanced rapidly through targeted research and breakthroughs, comprehensive, integrated solutions tailored to the entire farming process are still lacking. In particular, efforts to develop, promote, and provide robust technical support for innovations in areas such as source-based emission reduction, cleaner production methods, harmless waste treatment, and sustainable resource recovery urgently need to be strengthened.

 

3.2.3 The product quality and safety control system is inadequate, leaving consumers lacking confidence.

Under the impact of various food safety incidents, the quality and safety of poultry products have gradually become a critical factor influencing consumers' purchasing decisions. As a result, consumers now expect higher standards across virtually every stage of the poultry supply chain. Although the poultry industry has taken steps to enhance product quality and safety by establishing industry-specific standards, significant challenges remain in terms of an overall robust quality control system. These issues include low industry standard levels, incomplete coverage, inconsistent supporting frameworks, an unbalanced standard structure, and a lack of transparency in quality and safety information—problems that urgently require further improvement to rebuild consumer trust.

 

3.2.4 Slow adjustment of the supply-side structure highlights growing supply-demand imbalances

As residents' consumption patterns rapidly evolve, consumer demand for high-quality waterfowl products is growing stronger. However, the supply-side structural adjustments in the waterfowl industry are currently progressing slowly, leading to a persistent mismatch between supply and market needs. Moreover, the sector still faces significant challenges, including both structural and seasonal overcapacity—particularly in areas where there’s a notable shortage of local, specialty, and premium-quality products. Specifically: First, product differentiation remains low, with severe homogeneity that fails to meet consumers’ increasingly diverse and personalized demands or keep pace with rapid shifts in market preferences. Second, overcapacity persists—not only in terms of overall production volume but also due to structural imbalances, such as the lack of locally tailored, distinctive, and high-value offerings. Finally, compared to other livestock and poultry products, the waterfowl industry has relatively few brands with strong market competitiveness, making its offerings more easily replaceable in competitive markets.

4. Analysis of 2021 Waterfowl Industry Development Trends

4.1 The industrialization and large-scale development of waterfowl farming will accelerate.  

Affected by the combined impact of the African swine fever epidemic and the COVID-19 pandemic, the poultry industry is navigating through challenging times. Under these circumstances, small-scale, family-based farming operations are gradually being phased out as the industry shifts toward more moderate-sized, biosecurity-focused farms that align seamlessly with ecological sustainability. Against this backdrop, industry consolidation is likely to accelerate, prompting a reshaping of both farming structures and supply chains. It’s becoming increasingly clear that meat companies are moving toward full-fledged integration across the entire value chain—encompassing breeding, slaughtering, and processing. These turbulent market conditions are not only speeding up the industry’s consolidation but also giving rise to entirely new business models. Meanwhile, amid growing pressures related to food safety and public health preparedness, smaller-scale waterfowl enterprises and farmers—those characterized by limited land use, scattered locations, significant environmental pollution, and low profitability—are expected to dwindle over time. In contrast, larger, highly efficient, and intensively managed operations will see robust growth. Ultimately, the industry is poised to transition from the traditional "company-plus-farmer" model toward more concentrated, large-scale production systems—a shift that is already emerging as a defining trend in the waterfowl sector. However, this transformation process could extend well beyond five years—or even longer.

 

4.2 The structure of the waterfowl industry will undergo strategic adjustments.

The decline in prices of duck meat, ducklings, and duck eggs—and the resulting losses faced by waterfowl industry operators—have placed both pressure and opportunity on the sector to undertake strategic structural adjustments. Some leading large-scale enterprises are responding to market volatility and risks by reshaping their product portfolios, introducing a wider variety of offerings, expanding into international markets, and investing in standardized feed facilities and increased production capacity specifically tailored for export-oriented meat ducks. These measures are helping them mitigate losses effectively. Meanwhile, certain companies are taking advantage of the weak market conditions to proactively reduce production, while simultaneously upgrading their equipment and expanding their state-of-the-art, standardized duck housing facilities—preparing themselves to better weather future market uncertainties. Additionally, smaller individual farmers and technologically outdated businesses are being consolidated or restructured, while some enterprises are voluntarily forming alliances, joining forces to collectively tackle shared risks. Overall, despite facing multiple pressures and challenges, the waterfowl industry appears poised to seize this moment as an opportunity to adapt proactively, positioning itself for high-quality growth and laying a solid foundation for the sustainable development of the sector in the years ahead.

 

4.3 The waterfowl product consumer market exhibits regional and diversified characteristics.   

Driven by factors such as rising living standards and evolving lifestyles, the consumption structure of waterfowl products is continuously upgrading, paving the way for the emergence of new consumer trends and business models. Consumers are particularly focused on the quality and safety of waterfowl products, increasingly favoring options that feature longer rearing periods, higher safety standards, and superior nutritional value. At the same time, consumer preferences for finished products are becoming more diverse: amid restrictions on live poultry consumption, portioned and deeply processed waterfowl products are gradually gaining traction as the new market favorites. These products now serve not only as hearty main-course meals but also as convenient, everyday snacks. Moreover, consumption patterns and distribution channels are diversifying further, with innovative formats like specialty cooked-food counters, brand-owned retail outlets, and third-party online platforms steadily maturing and reshaping the industry landscape.

 

4.4 The waterfowl industry chain continues to integrate and improve.

In terms of farming practices, the waterfowl industry has achieved remarkable progress in adopting innovative rearing methods such as healthy farming, standardized feeding, and eco-friendly approaches. Indoor, off-water dry-land farming has now become the dominant model for raising meat ducks, egg-laying ducks, and meat geese. As for business strategies, several medium- and small-sized waterfowl enterprises—particularly those above a certain scale—are leveraging the momentum created by leading large-scale companies to further integrate "production, processing, and sales." These firms are actively embracing full-chain, self-managed operations, strengthening their ability to control product quality and effectively manage market risks. Moving forward, the waterfowl industry will rely on innovation-driven growth to fuel its internal development, fostering the creation of robust, highly integrated industrial clusters that boast strong innovation capabilities, deep industry linkages, significant market influence, broad regional reach, and high levels of intensification. Additionally, the sector is committed to building an industry ecosystem anchored in cutting-edge trends like "Internet Plus" and "smart agriculture," ultimately forming a network of innovative, cluster-based industrial ecosystems. This approach will not only optimize and efficiently integrate the entire product value chain but also drive continuous improvements across the industry.

5. Recommendations for the Development of the Waterfowl Industry in 2021

5.1 Enhance and effectively implement supporting policies and regulations to promote high-quality development of the waterfowl industry.    

First, continuously refine and enhance various support policies and measures, particularly by establishing and improving appropriate investment channels, introducing relevant entry regulations and management standards. This will ensure that all actions taken by market entities involved in the waterfowl industry are conducted within a clear legal framework, providing both policy support and institutional safeguards for the sector's growth. Second, adopt a model led by enterprises, backed by government support and oversight, to create a credible industry information platform. This platform will strengthen the transparency and guidance of market data in the waterfowl sector, effectively connecting supply and demand for waterfowl products, thereby reducing market risks and minimizing industry losses caused by information asymmetry. Third, establish a robust system of quality standards, guidelines, and quality control mechanisms tailored specifically to the waterfowl industry. This system will reinforce product quality and safety management, implementing rigorous quality controls across the entire value chain—from raw materials and farming practices to feed, processing, packaging, transportation, distribution, and final sales.

 

5.2 Strengthen full-chain operations and brand-building efforts, continuously enhancing the quality of waterfowl products.  

We must remain market-oriented and build a comprehensive, full-chain branding system for waterfowl products. First, further strengthen top-level design by establishing a robust brand strategy plan for waterfowl products, ensuring the market plays a pivotal role in driving brand development. Second, vigorously nurture business entities—especially fostering innovative new players—to seamlessly integrate the development of waterfowl product supply chains with branded marketing initiatives. Building on existing support for leading regional brands, we will further elevate the critical role of these emerging players in shaping and advancing brand identity. Finally, we must adhere to standardization as the foundation, scale as the backbone, branding as the guiding force, and market orientation as the ultimate goal—thus promoting the coordinated advancement of "four modernizations" and ultimately enhancing product quality.

 

5.3 Complete the superior breed breeding and promotion system to drive stable development of the waterfowl industry.

High-quality breeds are the core and material foundation of modern livestock and poultry industry development. We should further increase investment in breed improvement and continue implementing the Livestock and Poultry Superior Breed Project. By integrating superior breeding resources and technologies, optimizing breeding strategies, refining breed data collection and genetic evaluation techniques, and developing cutting-edge breeding innovations, we can cultivate new waterfowl varieties. At the same time, we must steadily advance the selection and refinement of existing waterfowl breeds, continuously enhancing their quality, promoting the domestication and diversification of waterfowl varieties, and meeting consumer demands at various levels.

 

5.4 Strengthen the comprehensive disease prevention and control system to safeguard against major outbreaks.

Building a robust system for preventing and controlling major animal diseases is a critical component of the modern livestock industry's development. First, we must prioritize prevention by strictly enforcing animal health laws and regulations, following the guiding principles of "strengthening leadership, fostering close collaboration, relying on science, ensuring disease control through legal frameworks, promoting community-based prevention and control, and responding decisively." Second, we need to develop an effective livestock identification and traceability information system, gradually establishing a comprehensive management system that enables tracking of livestock and their products throughout the supply chain. Finally, we should actively promote standardized management practices in livestock disease prevention, accelerate efforts to eradicate animal diseases in breeding farms, and strive to prevent large-scale regional outbreaks altogether.

This article was published in the March 2021 issue of *China Animal Husbandry Journal*, authored by Hou ShuSheng and Liu LingZhi. For reprints, please include the source credit.