Jilin Rice: The "Platinum Business Card" for empowering the village to revitalize the village

Tongxu grain brands have promoted industrial development. On September 16, the construction of the Grain Brand of Jilin and the 3rd China · Jilin Fresh Corn Industry Conference was held in Siping City, Jilin Province.

This is a strategic promotion conference of Jilin's grain brand, and it is also the fresh corn industry event in Jilin Province for the country. Experts from government departments, scientific research institutions and leading grain companies and the industry are all -round and multi -angle, and have made suggestions for the development of Jilin grain brands, consulting the pulse, promoting Jilin grain brands to rise, and helping the implementation of rural rejuvenation strategies.

Create a "fresh sample" for public brands in agricultural products

"Jilin Province is a large grain -producing province and an important commodity grain base in the country. In the past 10 years, the province's total grain output has remained above 70 billion kilograms. In 2021, it exceeded the 80 billion -kg mark. The volume and commodity rate ranks first in the country. "Speaking of" Jilin Grain "'s happy results, Feng Xiliang, secretary of the party group and director of the Grain and Material Reserve Bureau of Jilin Province.

In 2013, Jilin Province officially launched the province's grain brand construction work. After 9 years of hard work, Jilin's grain brand construction has formed the "platinum business card" and "golden business card" of "Jilin Fresh Corn" on the same stage, the same online sales, and win -win situation.

Jilin Rice has been selected as the "National Brand Project" of Xinhua News Agency. It has been the top for three consecutive years of "Public Brand of China Grain and Oilly Regional Public Brands", becoming the "first brand" of Jilin Agriculture. Fresh samples "and" China Good Grain and Oil Action Plan ".

Compared with the beginning of the Jilin Rice brand construction in 2013, the area of ​​rice planting in Jilin Province has increased by nearly 1 million acres, and the coverage rate of excellent varieties exceeds 80%. The annual output of rice has increased from 1.1 billion kg to more than 2 billion kg.

"Rice, it's good for Jilin!" The praise and praise from all over the country are the epitome of Jilin Rice "good rice change names".

The source guarantees quality and brand creation value. This is also the "good rice" of Jilin's "good rice" to the way to sell "good price".

In recent years, Jilin Province has insisted on building a public brand in the food region, highlighting the "Jilin Rice" mid -to -high -end market positioning, integrating high -quality regional brands, key enterprise brands, and special product brands in the province to form a brand matrix of the trinity of regional, enterprises, and products. The advantages of high -quality food resources have been transformed into an economic advantage of industrial development, and an effective path to realize the increase in farmers' income and rural revitalization.

"Jilin Rice provides samples for the public brand of domestic agricultural products region." Lei Ming, Dean of Peking University Rural Revitalization Research Institute and professor at the Guanghua School of Management at Peking University.

Leading companies drive the rice industry chain to extend the rice industry chain

With the continuous deepening of brand building, Jilin Province has emerged with Songyuan Grain Group Co., Ltd., COFCO Rice Industry (Jilin) ​​Co., Ltd., Shulan Golden Star Refined Rice Co., Ltd., Shulan Yongfeng Rice Industry Co., Ltd. Provincial Songjiang Baishun Mi Industry Co., Ltd., Meihekou Mayor Xingyuan Agricultural Technology Development Co., Ltd., Jilin Yifeng Rice Industry Co., Ltd. and other large number of leading companies.

Relying on these enterprises to effectively promote upstream land transfer, hosting and order planting, downstream production and sales docking and channel integration, expand the scale of production, optimize the product structure, improve operating efficiency, and form the "enterprise+cooperative+farmers" community of interests of interests. Essence

At the forum of this conference, the top ten leading companies in Jilin Rice this year focused on how to strengthen the construction of Jilin Rice industrial system, quality system, and marketing system, and how to further promote the transformation and upgrading of enterprises.

As a company that benefits from the construction of the "Jilin Rice" brand, Yang Linshen, manager of the sales department of Jilin Yufeng Rice Industry Co., Ltd., realized: "Through the brand promotion of Jilin Rice, the reputation and popularity of the company's products have been greatly obtained throughout the country. Increased, the sales of our rice have increased significantly, and the benefits are real. "

Songyuan Grain Group Co., Ltd. is a benchmark company in the Jilin Rice Industry Alliance. The group uses Jilin Rice as the flag to continue to innovate the model and fully brighten the golden signboard of "Chagan Lake". The group's president Baomengquan said that doing a brand is actually doing a standard. In the process, the group took a step first. In response to the problem of shortage of funds and loans, and expensive loans in the rice industry, the group has created the "Group+Bank+Alliance Enterprise" grain supply chain financial service model; A series of platforms such as information, processing, warehousing, and sales have integrated, optimized and improved various resource elements and market elements.

"In the 22 years of the company's establishment, thanks to the construction of the Jilin Rice brand, the hats of the" rice processing enterprise have no tax and profitable '. " Before the construction, the annual production of the company was 170,000 tons, and the sales of sales were about 500 million yuan. The sales volume was only considered, and the annual profit margin was less than 1%. About 50,000 tons, the average profit of the first three years reached 17 million yuan, the corporate profit margin reached 5%, and the maximum annual tax payment was 2.7 million yuan.

"Brand development must not only let consumers know, but also see it, but also easy to buy. The core of the Jilin rice brand development path is that brand promotion is in place, and marketing and services must be in place." Zhao Mingzhu said. "In 2022, the Jilin Provincial Party Committee and Provincial Government proposed the implementation of the Jilin Rice Brand to the Six major improvement actions', and strive to become a leading brand in the industry by 2030, and has driven its 5 or more regional brands to become domestic high -end agricultural brands. The "head brand 'market influence and premium capacity have increased significantly; the sales of mid -to -high -end rice in the province will reach 5 billion kg, and the company's own rice planting base will reach 6 million mu, which will drive the average local rice purchase price to increase by more than 10%." Feng Xiliang, secretary of the party group and director of the Grain and Material Reserve of Jilin Province.

Jilin grain brand construction is resonating the same frequency as the province's economic and social development. At present, Jilin Province adheres to the talent advantage of quality farmers and brands, and planting black land, promotes the "Jilin Rice" brand to the whole country and the world, and write a new chapter in the prosperity of the industry to help rural rejuvenation.

Edit: Li Yi

Source: Xinhuanet

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