"China Agricultural Brand Development Report (2022)" was officially released!

On July 27, the 2022 China Agricultural Brand Innovation Development Conference was held in Beijing. Tang Ke, director of the Department of Market and Information Technology of the Ministry of Agriculture and Rural Affairs, released and interpreted the "China Agricultural Brand Development Report (2022)" (hereinafter referred to as the "Report") at the meeting. The "Report" is divided into three parts: general theory, division and specialism, of which the industry charts (grain, animal husbandry, aquatic products) are added. While this conference combed and summarized the effectiveness of my country's agricultural brands in the past year, it also pointed out the direction for the development of agricultural brands in the next step.

"China Agricultural Brand Development Report (2022)"

The construction of agricultural brands is of great significance

The first is to accelerate the important engine of agricultural and rural modernization and improve the level of modernization of the entire agricultural industry chain.

The second is to realize the important starting point of consolidating and expanding the results of poverty alleviation.

The third is important measures to promote farmers' income to increase rural consumption and promote consumption to expand their quality.

Fourth, it is an important way to cultivate new advantages of trade cooperation and improve my country's international competitiveness.

The main practice and effectiveness of agricultural brand construction

The first is to strengthen the top -level design and strengthen policy guidance. During the "Fourteenth Five -Year Plan" period of the Ministry of Agriculture and Rural Ministry, key plans for the agricultural and rural development fields have made clear requirements for the creation of agricultural brands. Hunan, Jiangsu, Zhejiang and other places have increased brand investment and enhance brand management service capabilities and levels.

The second is to strengthen the construction of standards, promote the development of brand standards, and formulate the first industry standard "Guidelines for the Construction of Public Brands in Agricultural Products" in the agricultural brand field. Shanghai, Heilongjiang, Hebei and other places have successively established brand development indexes and evaluation specifications.

The third is the strong regional brand, which has driven brand coordinated development. As of the end of 2021, there were about 3,000 regional public brands cultivated by the provincial agricultural and rural departments nationwide, about 5,100 corporate brands, and about 6,500 product brands. Chongqing, Guangxi, Shaanxi, Henan and other places carried out useful exploration and practice.

The fourth is to implement a marketing portfolio to promote the consumption of brand products, and formed an agricultural brand marketing pattern that combines "media+technology+culture+channels". Beijing, Liaoning, Hubei, Ningxia and other places, multi -channel, multi -channel, diversified marketing, recommending brands.

Fifth, carry out public welfare assistance, help achieve effective connection, determine a total of 20 key counties in agricultural brands, and implement "one -to -one" assistance.

The sixth is to deepen basic research, empower brand innovation and development, and the research of typical cases of brands stimulates the enthusiasm of agricultural brand research in the whole society.

The main problem of the construction of agricultural brands

First, the construction of regional public brands needs to be regulated. In some areas, it is keen to create a full -product image brand. There are problems such as low recognition, high dissemination costs, weak industrial driving force, and insufficient consumption effects.

The second is that brand collaboration still needs to be strengthened. Based on the strong regional brand, it should be strengthened to strengthen corporate brands and product brands to promote mutual integration and mutual promotion of three types of brands.

Third, the targetedness of brand marketing needs to be improved. In the context of new technologies to promote marketing changes, it improves marketing accuracy and effectiveness.

Fourth, brand protection needs to be strengthened, and effective measures should be taken to effectively maintain the brand reputation and image.

Agricultural brand digital consumption analysis and interpretation

The "Report" selected the consumption of the 300 agricultural products regional public brands on the Ali platform, and was conducted by the China Agricultural University Market Research Center and the Ali Research Institute.

Through the statistical analysis of the consumption situation of 300 regional public brands on Ali e -commerce platform, the online consumption of brand agricultural products in 2021 showed that the number of sales continued to increase, increased premium capacity, continued to increase brand repurchase rates, and distribution of online sales main areas. Balance four characteristics. From the perspective of consumption evaluation, the rating of brand agricultural products consumption evaluation is on the rise, but it is still necessary to further consolidate the quality of quality, make up for shortcomings, and continuously enhance brand competitiveness and market appeal.

The results of the "Report" show that the premium capacity of these 300 products has increased significantly. Among them, tea categories, brand premiums are higher than 50%, such as Anji White Tea and Xinyang Maojian brand premiums are about 85%and 79%. At the same time, consumers' repurchase of brand agricultural products on the Ali platform increased year by year to 15.189 million orders. The excellent quality of brand agricultural products, consumers "voted with feet".

Outlook for the development trend of China's agricultural brand

First, the development of agricultural brands will focus on the development of the country's development strategy, serve the overall situation of the "agriculture, rural areas", and play an important role in achieving farmers' income and grain production.

The second is to provide important leadership for establishing a large food concept and meeting the diversified needs of the people, promote the development of food resources in all directions, multi -channel development of food resources, and increase the supply of green high -quality characteristic agricultural products.

The third is to seize new opportunities for digital economy, continuously enrich marketing methods, expand application scenarios, improve the level of digitalization of brand operation management, and promote new growth of brand consumption.

Fourth, the pace of brand standard construction will be greatly accelerated, leading the brand's subjects to use advanced concepts and scientific methods to carry out brand creation. (Comprehensive CCTV, Ministry of Agriculture and Rural)

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