Agricultural products should also "talk about Brand"-- looking at "Agriculture, Countryside and Farmers" at the Agricultural Fair
Xinhua News Agency, Nanchang, November 16 (Reporter Guo Qiang Fan Fan) many people know the brands of the clothes they wear, the mobile phones they use, and the cars they drive, but they cannot tell what brand of rice, vegetables and meat they eat. At the 17th China International Agricultural products Fair held here, agricultural brand building has become a hot word of concern.
Walking into the venues of the 17th China International Agricultural products Fair, we can feel the "heat" of agricultural branding everywhere: Gannan navel orange, Xuyi lobster, Wuchang rice, Anhui brand area, Ganwei brand area, Qiongdao tropical brand area. National brand agricultural products special promotion activities, China agricultural brand building summit forum.
Industry insiders pointed out that because China's agriculture has been dominated by small farmers for a long time, brand construction lags behind. Nowadays, with the change of the mode of production and the improvement of the quality requirements of agricultural products, the construction of agricultural brand has also been accelerated.
In the fair exhibition hall, Hu Junhua, manager of the e-commerce department of Hubei Coco (Jingmen) Agricultural Co., Ltd., recommended the company's "island orange" to people coming and going. "this is our brand registered last year, because oranges planted on a small island in the center of the Zhanghe River in Jingmen named 'Island Orange', the island environment is good, the orange quality is also higher." In Hu Junhua's view, quality is the foundation of the brand, and the brand is the guarantee of quality.
Many exhibitors said that at present, the quality and safety of agricultural products has attracted much attention, and branding is an effective way to solve this problem, because a brand can better trace the source.
In the land reclamation exhibition area in China, the reporter saw two "brand walls" full of brand names and a traceability platform for total quality management of agricultural products. "our quality management traceability platform has provided services to more than 700 enterprises to support their brand building." Wang Ye Lei, an engineer at the China Agricultural Reclamation and Economic Development Center, picked up a box of grapefruit and scanned the QR code on it with his mobile phone, and the production information of the grapefruit was clear at a glance.
Branding not only alleviates the food safety concerns of the public, but also improves the income of farmers. "'Ling stands for' rice, 'stands for good rice." At the scene of the fair, Ling Jihe, a major grain grower in Anyi County, Nanchang City, Jiangxi Province, although the "Ling representative" rice sold to a maximum of 18 yuan / jin, still attracted a lot of famous businessmen to negotiate.
"Why are they willing to buy our rice because they trust our brand?" Ling Jihe said that thanks to the brand effect, his planting base has reached 44000 mu, trusteeship area of 158000 mu, last year by selling rice sold more than 100 million yuan.
Although China's agricultural brand construction is entering the fast lane, but the whole is still in the initial stage, agricultural products classification, packaging marketing is not enough, fresh agricultural products storage and preservation, cold chain logistics facilities are not perfect. The circulation efficiency of agricultural products is not high and the cost is high, and there is a lack of well-known brands with world influence.
Liu Quan, chairman of the China Association for the Promotion of Brand Construction, said that in the next step, China needs to give further play to its brand leading role, increase the supply of green, high-quality, nutritious and healthy agricultural products, and promote the high-quality development of the agricultural economy.