Objective/Meaning By taking Shenwan Pineapple in Zhongshan as a typical case, how E-commerce could promote the upgrading of the whole industrial chain of geographical indication agricultural products was focused on, aiming to reveal the key role of E-commerce in the transformation and upgrading of modern agriculture, thereby promoting the sustainable development of the GI agricultural products industry and rural revitalization.

Methods/Procedures Firstly, based on the basic theoretical framework of GI agricultural products, the characteristics and current status of the Shenwan Pineapple industry in Zhongshan were analyzed in detail. Subsequently, the SWOT-CLPV model was used to deeply explore the main problems and challenges encountered in the development of the Shenwan Pineapple industry in Zhongshan. Thirdly, how E-commerce promoted the comprehensive upgrading of the industrial chain was analyzed from the five aspects of production empowerment, processing and packaging upgrading, integration optimization of supply chain, sales channel expansion and brand building, and service innovation upgrading. Finally, the specific E-commerce empowerment strategies were formulated for the key links such as production, circulation, marketing, and the extensions of value chain.

Results/Conclusions The comprehensive application of E-commerce could promote the efficient collaboration and upgrading of various links in the industry, enhance the brand influence and market competitiveness, and ultimately achieve the sustainable development of the GI agricultural products industry and the strategic goal of rural revitalization. It also provided valuable experience and reference for other GI agricultural products.