China's agriculture is showing a "gold-lettered signboard"
Recently, at the 17th China International Agricultural products Fair, The relevant departments have released the catalogue of China's agricultural brands 300 representative regional public brands of agricultural products and 100 regional public brands of agricultural products to evaluate the value of the list and the impact index evaluation list. At the China Agricultural Brand Building Summit Forum held at the same time, promoting agricultural brand building has become the focus of the study.
Whether it is urban supermarkets or rural bazaars, many consumers feel that the main body of the agricultural market is becoming more and more diversified, the market system and circulation facilities are constantly improved, and the relationship between the place of origin and the place of sale is getting closer and closer. It can be said that "the land is divided between the north and the south, and the hours are not divided into the four seasons." the common people have whatever they want to eat. The industry believes that after the problem of the supply quantity of agricultural products has been basically solved, the problems of quality, efficiency and competitiveness have been highlighted. Consumers should not only eat well, but also eat safely, nutritionally and healthily, and the demand for high-quality green brand agricultural products is becoming more and more urgent.
The smell of wine is also afraid of the depth of the alley. In June this year, the State Council's "guiding opinions on promoting the Revitalization of Rural Industry" put forward the implementation of agricultural brand promotion actions and the establishment of an agricultural brand catalogue system. Zhang Yuxiang, director of the China Agricultural products Market Association, said, "through the establishment of China's agricultural brand catalogue system, we will enable agricultural development and create a number of well-known, strong and influential Chinese agricultural brands. We will speed up the transformation of China from a large agricultural country to an agricultural power. "
"Chinese agricultural brands are entering the fast track of rapid and healthy development and becoming a beautiful landscape for the development of modern agriculture." Han Changfu, minister of agriculture and villages, said that China has vigorously implemented the brand strategy of strengthening agriculture in recent years and achieved positive results. Up to now, the agricultural brand policy system has been initially constructed and the Chinese agricultural brand catalogue system has been established. A total of 43000 green organic and geographical indications of agricultural products have been created, forming a number of characteristic regional business cards. Branding has led to the standardization of agricultural production, and the qualified rate of routine monitoring of the quality and safety of agricultural products has remained above 96% for five consecutive years, reaching 97.3% in the first three quarters of this year. More high-quality agricultural products are favored by consumers.
However, China's agricultural brand construction is still in its infancy, there are still a lot of shortcomings. "We still lack well-known brands with world influence." Han Changfu said that it is necessary to adhere to brand leadership and optimize the industrial structure. We will persist in taking the market as the guide, adjust and optimize the agricultural production structure and product structure, promote the subdivision of variety and quality, and strengthen and enlarge the brand of agricultural products. Make full use of the word "special", vigorously develop one village, one product, support the dominant area of characteristic agricultural products to build a number of characteristic brands according to local conditions, and let the brand become the representative symbol of high-quality agricultural products and regional characteristic industries. Adhere to brand building to promote the quality of agricultural products, promote the green development of agriculture, strengthen quality and safety control, strengthen the construction of cold chain logistics infrastructure, and enhance the sorting and classification of agricultural products, pre-cold preservation, warehousing logistics and other processing capacity.
According to reports, the selected 300 catalogue brands for the first time to face the public collection, a wide range of brand coverage, categories are diversified, showing the driving ability of the brand and exuberant vitality. Its characteristic is, the developed area brand construction achievement is fruitful, seizes the market highland; the less developed area brand consciousness awakens, some "raises in the boudoir outsider does not know she is beautiful unparalleled" the outstanding brand walks out of the mountain for the first time, appears in the public vision. These agricultural brands will become an important traction to promote industrial prosperity and promote rural revitalization. (reporter Qiao Jinliang)