Agriculture ｜ Upgrade protection mechanism "sweet flavor" brand again

Wen ｜ Feng Zhao

In the sun, the Lanzhou Agricultural Products Trading Center was a "re -departure of the brand legion".

On the morning of July 8th, the opening ceremony of the 2022 "sweet flavor" characteristic agricultural product trade conference and the "sweet flavor" characteristic agricultural products moved to the opening ceremony of the "Belt and Road" summit forum here -from the agricultural department of the Ministry of Agriculture and Henan, Anhui, Shandong and other provincial agricultural departments, And hundreds of participants including the agricultural departments of Gansu cities, the enterprises inside the province, and the provincial customers gathered here; Wang Jiayi, deputy secretary of the Gansu Provincial Party Committee, also came to the scene; more than 300 Gansu enterprises showed the summer of the plateau, potatoes, apples, and apples, Chinese medicinal materials, beef and mutton, onions, and fruits have more than 2,500 "sweet flavor" brand authorized products, and signed a amount of agricultural product procurement and agricultural product processing investment cooperation agreement with dealers nearly 6 billion yuan.

The "provincial public brand+city and county regional brand+corporate trademark brand" system has been established. It has 60 regional public brands and 500 corporate trademark brands, which has become the "main force" of Gansu agriculture.

Five -year sword is the first to create provincial -level district agricultural brands

Gansu, located on the intersection of the three large plateau of the Loess Plateau, the Qinghai -Tibet Plateau, and the Inner Mongolia Plateau. The terrain is narrow, the landform is complicated, the diverse climate, the rich species, and the sufficient light have given birth to the unique flavor of agricultural and animal husbandry.

The vast grassland has breds the varieties of animal husbandry such as Pingliang Red Bull, Gannan Yak, Dongxiang Gongyang; cold climate and clean environment give the high -quality quality of the plateau sinensis. Brand; Chinese medicinal materials such as Wenxian Tattoos and Longxi Astragalus, which enabled Gansu to win the reputation of thousands of years of medicine and natural cenrhapeers.

In recent years, the Gansu Provincial Party Committee and the Provincial Government have been based on provincial feelings, paid close attention to the needs of green, specialized, and diversified agricultural products, vigorously developing modern cold and dry characteristics, highlighting the six characteristic industries of "cattle, sheep vegetables and potato medicine", and coordinated Promoting varieties, improvement of quality, quality improvement, brand building and standardized production, "sweet flavor" regional agricultural brands have emerged as a result.

In July 2019, the General Office of the Gansu Provincial Government issued the "Implementation Plan for Further Strengthening the Construction of Two" Three Products and One Sign "to create a" sweet flavor "well-known agricultural product brand (2019-2023)", and proposed that in five years, "declaration of one declaration one Approval of China's well -known trademarks and geographical indications to protect products, and strive to create a group of well -known agricultural products brands with high quality, outstanding characteristics, and strong competitiveness. A series of development goals such as comprehensive competitiveness ".

The provincial -level regional agricultural brand "sweet flavor", which was first created by the government, enterprise, and industry associations, and formed a three -level integration, collaborative development, and mutual support for the "provincial public brand+city and county brand+corporate trademark brand" Brand construction system.

From 2020 to 2021, the Gansu Provincial Party Committee's rural work leadership group held a special meeting to deploy the "sweet flavor" brand construction, and wrote the "comprehensive implementation of the" sweet flavor 'brand marketing strategy "into the government work report and the provincial party committee No. 1.

Clarify the target signing amount of nearly 6 billion yuan

In May of this year, the 14th party generation of Gansu Province will clarify the goal of "creating modern cold and dry agricultural highlands, promoting the transformation of characteristic agricultural provinces to accelerate to characteristic agricultural provinces", and make a "optimization of the agricultural industry structure with a breeding industry to optimize the structure of the agricultural industry structure. Upgrade, the value chain of the value chain of agricultural products and the food industry has been promoted to increase the value chain of the characteristic industry, and the formation of a number of agricultural brands with Gansu characteristics and market influence "is made to point out the direction for the high -quality development of Gansu agriculture. In this context, the 2022 "sweet flavor" characteristic agricultural product trade conference and the "sweet flavor" characteristic agricultural products of the 2022 "sweet flavor" characteristic of the "sweet flavor" characteristic of the "Belt and Road" summit forum showed special significance.

"This year's agricultural product trade conference aims to combine the large domestic terminal market and key agricultural product distribution companies to jointly promote the" sweet flavor 'characteristic agricultural products to further move towards the country and go abroad. " Li Zewang, the party secretary and director of the department, told the "Chinese Brand" magazine.

In the exhibition area of ​​the "sweet flavor" characteristic agricultural product on -site, more than 300 companies from 14 cities and states, Lanzhou New District and Gansu Nongke Group from Gansu, showing the plateau summer vegetables, potatoes, apples, Chinese medicinal materials, beef and mutton, onions, fruits, fruits Waiting for more than 20 major categories and more than 2,500 varieties, attracting more than 500 dealers to negotiate. On the day of the negotiations, the amount of agricultural product procurement and agricultural product processing cooperation agreement was signed a total of 5.828 billion yuan.

"Signing is just the beginning of cooperation. We will let investors find good partners through the bridge of production and sales and docking, let buyers buy good ingredients, and let good products sell good prices." Li Zewang said at the signing negotiation ceremony.

Agricultural Tourism integration cross -border enhancement brand core competitiveness

At the 2022 "Sweet" characteristic agricultural products trade conference, Gansu Provincial Agricultural and Rural Affairs Department, Market Supervision Administration, Culture and Tourism Department jointly released the "sweet flavor" brand trademark registration results and "sweet flavor" tourism product catalog.

"Trademark registration is the premise and key to the standardization construction, differentiated marketing, legalization protection, and standardized management of the" sweet flavor 'brand, and will definitely use the authorization and patent protection monitoring mechanism for the establishment of the "sweet flavor' brand trademark, and to accelerate the formation of a group of Gansu. Agricultural brands with characteristics and market influence play an important basic guarantee role. "Li Zewang said," In the next step, we will strengthen collaboration with the Gansu Provincial Market Supervision Bureau to continuously improve the "sweet flavor 'brand protection mechanism and strengthen the vitality of the brand. Improve market competitiveness and expand social influence. "As an important point of Gansu to accelerate agricultural modernization, the" sweet flavor "brand construction has achieved remarkable results -at the end of 2021, the" 2021 Chinese brand · regional agricultural image brand influence index " The top of the list; in May this year, it was successfully selected as the Chinese brand TOP100 list that consumers love. In addition, Hua Niu Apple, Sin County Angelica, Lanzhou Lily, and Jingning Apple also entered the "2021 Chinese Brand · Regional Agricultural Industry Brand Influence Index" top 100 list.

At present, a total of 60 regional public brands and 500 corporate trademark brands have been selected as "Sweet Agricultural Products Brand Catalog".

"The selection of the catalog is both a honor and a responsibility. I hope to cherish the honor and work hard to be selected as the main enterprise, backbone enterprise and supporting enterprise of the industry chain. Said, "Sweet -flavored brand management directory will continue to adhere to strict access, dynamic management, regular inspections, and progress, form a competitive mechanism, force quality and safety, improve the core competitiveness and market share of 'sweet flavors' characteristic agricultural products."

In order to make the "sweet flavor" run through production, processing, and sales, and integrate agriculture, culture, and tourism, the Gansu Provincial Agricultural and Rural Department, Culture and Tourism Department also jointly launched the "sweet flavor" tourism product collection activities. 50 kinds of "sweet flavor" tourism products such as Anto Ranch, Kangmei Beef Noodles, Lanyu Kangyuan Vegetables, Demei Apple, Refreshing Lily, and Zhongqing Nanson seeds allow special agricultural products to empower the development of the tourism industry.

Experts and suggestions to help sweet taste goes towards the "Belt and Road"

Today, the "sweet taste" that is highly consistent with the market diversified, characteristic, and quality consumer demand has become synonymous with Gansu's characteristic agricultural products -on the morning of July 8, 60 full -loaded cabbage, cauliflower, celery, dolls, green, green, green, green Big trucks of "sweet flavor" products such as bamboo shoots, broccoli, celery, potatoes, dairy products and other varieties are slowly set off from Lanzhou Agricultural Products Trading Center and sailed to the terminal market in Singapore, Malaysia and 36 cities in China.

At the same time, the "sweet flavor" brand also drives the development of the regional market -the annual sales of Longxi Shouyang Chinese herbal medicine trading market, 8.4 billion yuan, and the annual sales of the Longxi Wenfeng Chinese medicinal material trading market of 7.2 billion yuan, Jingning Fuji apple, ancient waves The annual sales of the Senmao meat sheep trading market is also more than 3 billion yuan.

So, how can "sweet smell" further enhance brand value and become world sharing? At the "sweet flavor" characteristic agricultural product held at Lanzhou University towards the "Belt and Road" summit forum, the participating experts explained the theory, path, method, goal of the brand from different perspectives, and set the rudder direction for the "sweet flavor" brand to the "Belt and Road". Concern and suggestions.

Tang Ke, director of the Department of Market and Information Technology of the Ministry of Agriculture and Rural Ministry, believes that Chinese agricultural brands are moving from cultivation to plastic strong, improving, and existing problems such as many, not excellent, large but not strong. To solve these problems, one is to adhere to market consumption orientation and meet people's longing and pursuit of a better life; second, based on resource endowment and industrial foundation, closely combine the location advantages and market advantages to achieve different competition and misplacement of development; Adhere to the development goals of the industry and the people, cover the full chain of the agricultural industry with the brand; the fourth is the leadership of the craftsman to make the brand a symbol of modern agriculture and the symbol of Chinese manufacturing; Eating habits and fusion of rural customs and folk customs allows the world to touch the context of Chinese culture and perceive the vitality of modern agriculture through the brand.

Zheng Zhi received a keynote speech

Zheng Zhi, vice chairman and secretary -general of the Chinese brand construction promotion association, has made systemic suggestions on the construction of the "sweet flavor" brand from the corporate, government, intermediary organizations, and consumers. Strategic planning, brand recognition system, brand management system, brand integration marketing, and professional team building have been conducted in -depth.

Han Yijun, director of the National Agricultural Market Research Center of China Agricultural University, believes that agricultural brands are an important starting point for high -quality agricultural development. In the era of brand competition, "sweet flavor" must go further through the "Belt and Road", and we must look at brand development with the world's eyes.

"Gansu should accelerate the protection of agricultural geographical indication products and agricultural geographical indications to protect product certification, support the number of green and organic food certification, and dynamically monitor the implementation of the" sweet flavor 'environment, nutritional quality, quality and safety, production technical standards, etc. to ensure the product Only with good quality and good reputation, you can win the initiative in market competition, "said Guo Aijun, Dean of Lanzhou University School of Economics.

He Wensheng, dean of the School of Management of Lanzhou University, believes that Gansu must cooperate with countries along the “Belt and Road” with the convenience of logistics channels. At the same time, agricultural entrepreneurs with modern thinking are scarce resources that Gansu realizes the transformation from a large agricultural province to a strong agricultural province. Their quality, ability, vision and strategic thinking determine how far the brand goes to. High -quality modern agricultural entrepreneur team. "JD Group relies on the e -commerce system to deeply cultivate high -quality production places, vigorously develops agricultural product brands, establish a healthy ecology of landmark supply chain, and help the agricultural industry cost reduction and efficiency." Brand culture has promoted the development of the "sweet flavor" characteristic agricultural product industry.

"We will carefully study and digest and absorb the core essentials of experts, and use modern animal husbandry to pull the agricultural industry structure optimization and upgrade, take the road of combining agriculture and animal husbandry and high -quality development of farming, to build a number of cross -rural films, cross -county seats across county seats The green standardized breeding base in the band has greatly improved the green benefits of agricultural green through five years, the farmers 'income continues to grow, and the green background of the "sweet flavor' agricultural product." Li Zewang said.

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