Nanchang, 18 Nov (Xinhua) title: intensive farming and good Brand-- structural Reform on the supply side of Agriculture from the Perspective of Agricultural Trade Fair

Xinhua News Agency reporters Yu Wenjing and Guo Qiang

Xihu Longjing Tea, Qinzhou Huang Xiaomi, Rongchang pig, Gannan navel orange. The exhibit is a brand;

Grain and oil brand pavilion, fruit and vegetable brand pavilion, geographical indication product exhibition area. Exhibition hall sub-brand;

Su name, Anhui name, Jingchu flavor, Shaanxi name. Regional show brand.

At the 17th Agricultural Fair held by the Ministry of Agriculture and villages in Nanchang, Jiangxi Province a few days ago, the brand became the most eye-catching keyword. Local famous and excellent brand products focus on the construction of agricultural brands in China, which shows that the structural reform on the supply side of agriculture continues to advance and constantly meet the new needs of quality life.

Wang Zhihe, Liubiju, ancient ship, three yuan. Shounong Group's "rice bags" and "vegetable baskets" products are well known to many Beijing residents. In front of its booth, a number of time-honored and branded products attract buyers to stop to negotiate.

Ma Jun, deputy general manager of Shounong Group, said that in view of the trend of escalating consumption of agricultural products, Shounong has continuously improved its standard system around eating delicious and healthy food, meat, grain, oil, and other businesses, and led the development with its brand to meet the new demand of consumption.

At the scene of the agricultural fair's national brand agricultural products promotion activities, more than 30 mayors and county magistrates actively promoted Luochuan Apple, Ningde Pseudosciaena Crocea, Xilingol mutton, Shaoyang tea oil and other brand products.

Han Changfu, minister of agriculture and villages, said: in recent years, China has made great efforts to implement the brand strategy of strengthening agriculture, creating 43000 green organic and geographical indications of agricultural products, and branding has led to the standardization of production. The qualified rate of monitoring the quality and safety of agricultural products has been more than 96 percent for five consecutive years, and the online sales of agricultural products reached 340 billion yuan last year.

This year, the Agricultural Fair is not only a hundred flowers blooming domestic brands, some foreign brands are also actively expanding the Chinese market. The exhibition will set up an international exhibition area and hold the opening ceremony of France Day.

"in view of China's rapid development of baking, catering and other industries, we have brought professional raw materials for making cakes and drinks-instant jelly, granular jam, fruit content of more than 90%, and natural puree and fruit tea for individual consumers. We hope to find high-quality fruit suppliers in the exhibition to create value for localization development. " Ke Wenhao, general manager of French brand Aiguoshi China, said.

At present, the family management dominated by small farmers is the main form of agricultural management in China, and the development of brand must promote the effective connection between small farmers and modern agriculture. In the agricultural fair, not only the brand of agricultural products is bright, the brand trend of agricultural production services is also more prominent.

In front of the Sinochem Group booth, there was an endless stream of people trying Jinggang honey pomelo and Ma Jia pomelo.

"since May this year, we have provided full service to 38 poor families and 1200 mu of land in Anfu County, Jiangxi Province. Through the Sinochem Agricultural MAP Modern Agricultural Technology Service platform, the sugar content of fruit has been increased by 1 to 2 degrees. Diseases and pests such as canker diseases and pests have been brought under control, the rate of commercial fruit has been increased by 30%, and purchasing and selling services have increased growers' incomes by 15% to 20%. " Li Weiyi, general manager of Sinochem Modern Agriculture Jiangxi Branch, said that the MAP model is expanding throughout the country.

Innovation leads development and brand creates value. According to Tang Ke, director of the Department of Marketing and Informatization of the Ministry of Agriculture and villages, more than 8000 enterprises at the Agricultural Trade Fair this year participated in the exhibition with more than 50, 000 kinds of exhibits, attracting more than 20, 000 buyers. Brand strong farmers continue to make efforts, the release of China's agricultural brand catalogue, before the development of large-scale key procurement enterprises intend to purchase more than 10 billion yuan.

"Alibaba regards agriculture as the most important development strategy in the next 20 years, hoping to promote the digitization of agriculture and the Internet of sales, so as to realize the process of agricultural products from products to commodities to brands, so that agricultural products can be sold at good prices, and farmers can become rich. Consumers understand the planting and production process and achieve food traceability, through enterprise input to promote standardized production, the establishment of quality classification system and automated packaging assembly line, online and offline synchronous sales. " Hou Yi, vice president of Alibaba Group, founder and CEO of Hema, said.

"Agricultural brand building is a complex system engineering, involving the whole process of production, all links of the industry and the vast number of market subjects." Han Changfu said: in the future, we will persist in taking brand building as the guide, run it through all links in the whole process of agricultural supply-side structural reform, open up the whole industrial chain of agricultural production, processing, circulation, and sales, and ask the brand for market, quality, and efficiency.