Show the world the power of China agriculture.
Brand building of agricultural products in China has a long way to go-
Show the world the power of China agriculture.
China is a big agricultural country, with the output of grain, vegetables, fruits, meat and aquatic products ranking first in the world, but many high-quality agricultural products are "bred in an inner chamber, with no one knowing her".
On the other hand, the world agricultural powers are all brand powers without exception. Strong brands can make agriculture strong. Without a large number of highly competitive agricultural brands, the pattern of relatively weak agriculture cannot be changed.
This year, the No.1 Document of the Central Committee clearly stated that it is necessary to promote the construction of public brands of regional agricultural products, support local governments to build regional characteristic brands based on advantageous enterprises and industry associations, and introduce modern elements to transform and upgrade traditional famous brands. This year’s government work report also clearly requires that standardized production, brand creation and protection of agricultural products be accelerated.
"Brand is reputation, credit and trust." Han Changfu, Minister of Agriculture, said not long ago that "agricultural brands run through the whole process of agricultural supply system, covering the whole industrial chain and value chain of agriculture, which is a remarkable symbol of agricultural comprehensive competitiveness. At present, the global market structure of agricultural products is undergoing fundamental changes, and the magic weapon of market competition no longer depends on scale, but on whether it has high-quality and differentiated brand advantages. To adapt to the development trend of the world agricultural industry, we must speed up the creation of brands. "
At present, the horn from "eating agriculture" to brand agriculture has sounded. How should we take the road from a big agricultural country to a strong agricultural brand country?
Calling for influential brands
Brand building of agricultural products is in the trend of starting a prairie fire. On the one hand, the construction of regional public brands is becoming mature; On the other hand, the brand building of agricultural enterprises has also been continuously improved. But overall, the system and influence of brand agriculture in China are still insufficient, and there are few truly competitive brands.
If China’s agriculture is a systematic project with multiple industrial chains and multiple factors coupled, then the brand is the main thread that runs through from the consumption end to the production end.
Walking around, whether in the fields or at the exhibition site, the reporter deeply felt the potential of brand building of agricultural products. In Shaanxi, the latest valuation of Luochuan Apple brand has reached 6.59 billion yuan, and the pattern of production base, processing enterprise, marketing organization, circulation market and export channel has been formed. In Jilin, in addition to the traditional three treasures of ginseng, velvet antler and mink, new brand business card matrices such as "golden business card" of corn, "platinum business card" of rice and "colorful business card" of miscellaneous grains are being established. Throughout the land of China, from the western border to the southeast coast, from the Loess Plateau to the beautiful south of the Yangtze River, many agricultural products brands mobilize the taste buds of consumers.
While the construction of regional public brands is becoming more and more mature, the brand construction of agricultural enterprises is also constantly improving, and the enthusiasm for registering trademarks is increasing. Statistics show that by the end of 2016, the total number of "three products and one standard" in China reached 108,000, with a planting area of 30 million hectares, accounting for about 17% of the planting area of similar agricultural products; There are more than 2.4 million registered trademarks of agricultural products; The General Administration of Quality Supervision, Inspection and Quarantine has protected 1992 geographical indication products, laying a foundation for cultivating agricultural brands. On this basis, new agricultural entities such as large-scale breeders, family farms and farmers’ cooperatives have flourished, adding new momentum to the development of agricultural brands.
However, we have to pay attention to the fact that although the brand awareness of agricultural products in China is increasing, the system and influence of brand agriculture are still insufficient. The China Agricultural Brand Research Center of Zhejiang University has published a study on more than 1,200 leading agricultural enterprises, which holds that these enterprises have great influence in the industry, but their brand awareness in the consumer market is very low, and the brand awareness of 50 leading agricultural enterprises is even less than 10%.
"This is the status quo of agricultural brands." Hu Xiaoyun, director of China Agricultural Brand Research Center of Zhejiang University, believes that for a long time, the decentralized management of agriculture and the limited ability to create brands have seriously lagged behind the development of agricultural products brands.
The same is true of the actual consumption feeling. Especially in some remote areas, many high-quality agricultural products, "bred in an inner chamber, with no one knowing her", can neither leave the local area and become a delicacy on the table of the people of the whole country, nor generate more additional benefits for producers. Taking tea as an example, it is no exaggeration to say that almost all the best tea varieties in the world are in China, but there are many and complicated tea brands in China, and there are even hundreds of brands in some counties. Keke, director of the Marketing Department of the Ministry of Agriculture, told the reporter that although there have been some tea brands with outstanding characteristics in recent years, there is still a huge gap with internationally renowned brands, so that there is a saying in the industry that "thousands of tea enterprises are defeated by one Lipton".
Building a brand is not an overnight success. The brand building of agricultural products in China started late, and there are few truly competitive brands. The influence of most brands only stays in a local area and a limited period, and there are even fewer internationally renowned brands. Some brands with advantages can’t maintain their influence for a long time because of imperfect protection mechanisms. At the same time, limited by the characteristics of agriculture, the uneven distribution of brand development areas and types, unreasonable distribution of main structure, small brand scale, many brands of primary processed products and low scientific and technological content have also affected brand building to a great extent.
Don’t let regional brands overdraw.
Some people figuratively compare regional public brands to "umbrellas". Under the background of the widespread spread of regional public brands, many agricultural subjects would rather lie under the umbrella and "sleep" than build their own corporate brands. This way of thinking, which only knows how to take but not how to give, is seriously hindering the development of regional public brands.
Brand building of agricultural products should be combined with regional characteristics. At present, there are more than 500 regional public agricultural products brands in China. All localities pay more attention to declaring and promoting regional public brands, building local characteristic industries and enhancing local image industries, but the authorization, supervision and management of regional public brands are lagging behind, and the corresponding supervision system and authorization and withdrawal mechanism have not been generally established, resulting in problems such as "widespread use" of regional public brands and "abuse" by unauthorized production and business units. This tendency of "bad money drives out good money" is seriously hindering the development of regional public brands in China.
Some people figuratively compare regional public brands to "umbrellas", and corporate brands can be sheltered by "umbrellas". Under the background of the widespread spread of regional public brands, many agricultural subjects would rather lie under the umbrella and "sleep" than build their own corporate brands. A typical example is the former West Lake Longjing. On the one hand, many enterprises have been actively building brands. On the other hand, more enterprises choose to "lie down and make money" by relying on the big tree of regional public brands. They have made little contribution to regional public brands, but they just ask for it blindly, and even gold-lettered signboards are inevitably overdrawn. The decline in the value of regional brands and the failure to establish corporate brands once affected the entire industrial chain of West Lake Longjing, which did great harm to the brand.
On the other hand, another successful example-Chinese cabbage in Jiaozhou, Shandong Province. Jiaozhou city Chinese Cabbage Association is responsible for cultivating and managing the regional public brand of Jiaozhou Chinese Cabbage, and implements the management mode of "production base certification system and product quality traceability system". Only Chinese cabbages recognized by the association and produced by authorized farmers can be labeled "Jiaozhou Chinese Cabbage", otherwise they can only be sold as "Jiaozhou Chinese Cabbage". In the past few years, the market price of "Jiaozhou Chinese Cabbage" has remained at a high level in 30 yuan, which can be called "selling the meat price", but there are many times when "Jiaozhou Chinese Cabbage" costs a few cents per catty.
At the same time, the frequent appearance of fake and shoddy products further enhances the difficulty coefficient of brand building of agricultural products. "In the past, people often said that’ Wuchang rice is the best in the world, and the rice in the world is fake Wuchang’. Although this statement is somewhat exaggerated, it also reflects the embarrassment of reality to a certain extent and seriously affects the vital interests of consumers and producers." Wang Zhonglin, vice president of China Cooperative Economic Association, said, "Theoretically, what is fake is fake, and no matter how disguised it is, it is impossible to replace the real thing. However, in the case of asymmetric market information, genuine products will be seriously hurt in a short period of time, and may even be’ killed’ by counterfeit products because of cost disadvantage. How to change this situation? We must do anti-counterfeiting according to law. "
Counterfeiting according to law requires multi-party efforts. The measures taken by wuchang city in Heilongjiang Province are to ensure product quality and channel safety through standard planting, closed processing, fixed-point sales and credit commitment. If the products produced fail to meet the promised standards, they will be paid in a ratio of 5: 1, and the public brands will not be damaged from three aspects: enterprise self-discipline, industry supervision and anti-counterfeiting rights protection.
Embrace new opportunities of environmental policy
E-commerce is a new marketing tool and method, which can easily form a good communication atmosphere with consumers, and can simultaneously solve two major difficulties in cultivating agricultural brands, namely, how to build convenient channels and carry out effective publicity. In addition, although agricultural developed countries have different paths in brand building of agricultural products, one thing is the same, that is, they all regard brand building as a national strategy to participate in global agricultural competition.
"The rapid development of agricultural products e-commerce has brought new opportunities to the development of brand agriculture. The difficulty in cultivating agricultural brands lies in how to build convenient channels and carry out effective publicity. E-commerce has solved both major problems at once. " Zhang Ruidong, a senior researcher at Ali Research Institute, said that e-commerce is a new marketing tool and method, and it is easy to form a good communication atmosphere with consumers. In recent years, many young people’s favorite agricultural brands such as "Three Squirrels" have sprung up in Taobao, which are more in line with the cultural preferences of "post-80s" and "post-90s". This is a successful case of "1+1>2".
"Many agricultural products in China have unique variety characteristics, regional characteristics and cultural connotations, which contain great brand value. The natural selectivity of agricultural production is very strong. When building brands, agricultural products should be based on resource advantages, tap agricultural characteristics and highlight differentiation. " Zhang Yuxiang, president of China Agricultural Products Market Association, believes that although the participation of e-commerce, Internet of Things and other technologies in modern agriculture is getting deeper and deeper, the regionality of agricultural products is still very obvious. "Science and technology should be closely integrated with traditional farming civilization, fully explore the unique resource environment, unique local traditional technological processes and folk customs, and jointly build regional brands."
Experts said that the agricultural developed countries have different paths in brand building of agricultural products, but one thing is the same, that is, they all regard brand building as a national strategy to participate in global agricultural competition. For example, scientifically planning brand development strategy, establishing international brand certification system and quality management system, strengthening brand innovation and protection, increasing government support and improving social service system are all experiences that can be used for reference by brand agriculture in China.
"The next five to ten years will be the golden period for the development and growth of agricultural brands in China. We expect more and more China agricultural brands to make their debut, enrich the dining tables of the people of China and the people of the world, and show the world the power of China agriculture. " Keke said.