The development of agricultural brands is the key "engine" of rural revitalization

The brand is the fundamental starting point for driving, integrating and promoting the development of rural industries. As of the end of 2021, the total number of green foods, organic foods, and geographical indications of Hunan Province reached more than 3,200, ranking second in the country to maintain good development in the country.

In recent years, although the construction of public brands in agricultural products is booming, there are many agricultural products, few brands, many general brands, and less well -known brands. There are still embarrassing situations that are not good at eating and holding "golden rice bowls".

Reason 1: Take the "traffic" and overdraw the "brand force"

The public brands of agricultural products are inherently available in public attributes, leading to the brand's production areas, whether they are authorized or not, they are "shiny" in the name of the brand. The products with hard quality and impure varieties are also carried out, and the overdraft "brand force" has damaged the brand reputation.

Reason 2: The brand is ups and downs, and the continuity is poor

Some brand builders are keen on creating false brand values, pursuing superficiality, and ignoring the actual results of the market. There are also some enthusiastic expansion area and output, pursuing scale effects and short -term benefits, and lack of systematic planning, resulting in the ups and downs of the brand like a roller coaster. The brand reputation is outside, but the interests of farmers cannot be guaranteed.

Reasons 3: The brand is famous and has no authenticity, poor constitution

From brand design to marketing actions, it is similar in form, but the content is weak. There are good logo, nice slogans, and tall press conferences and product promotion conferences. However, the basic skills of industries and products are not solid, and the quality of unstable quality, the standard difference between breeding, weak bargaining ability, and narrow sales channels still exist.

How to create a powerful agricultural brand?

01

Do a good job of top -level design to make the shortcut of construction faster

There are no shortcuts in the construction of regional public brands. Do a good job of top -level design. It is the biggest shortcut without taking detours and wrong roads!

Two -wheel drive -government -led and corporate main business

Chinese agriculture is a large and small farmers. If you want to do something big in agriculture, there is no government -led. The government -led brand construction work and building an industrial platform can more promotes the brand's "out of circulation." Cultivate leading enterprises to undertake the role of the protagonist in the market and open up the regional public brand to the last mile of the transformation of user consumer brands. Without government -led, the development of the industry is not concentrated; without the main business of the enterprise, the government's leadership cannot be implemented. The government and enterprises are dedicated to each other, relying on each other, exerting good at each other, cooperating with each other, and lack of one.

△ Picture of China News Network

Link and empowerment -combination of points, lines, and faces, collaborate

The first is that the government is based on the overall situation. It is the key leadership and driving force. The value empowerment, policy empowerment, and service empowerment, the place of service, "forced" places, such as Shaoyang tea oil, Hengyang Xiang yellow chicken, etc. The second is to launch large single -product brands to form a characteristic and advantageous industrial connection agglomeration effect to drive development. Such as Hengshan Blue Crispy Peach, Shimen Citrus, Yanling Huang Peach, Linwu Duck, etc. The third is the county and one industry brand, which is a focus point and the main battlefield.

02

Determine the leading industry, concentrate the fixed effort

Rural industry resources are limited, and no more advantageous industries should not be handled together. It must be determined to focus on building the leading industry. Otherwise, you can't eat enough, all of them will not be raised. Focus on creating a leading industry without making large and complete multi -industry brands. See if the industry can be the leading nation, the leading provincial region, or the industry benchmark; then it has the right to pricing and the right to speak. See if there is any characteristics of industrial ecological conditions and variety quality, can you make added value? See if the industry is in line with future development trends? Sigh, do big things, follow the trend.

△ Tuyuanning Township Rong Media Center

03

Do a good job of strategic positioning and dig deep into brand cultural empowerment

Why do many brands have false names and do not increase product value. Consumers do not like or choose? The reason is that the brand gives cultural connotation. With the brand's cultural connotation, the goals are more clear, the competition is more powerful, and the career is longer!

Culture is the "rich place" of regional public brand creativity. The brand creativity from culture is classic, eternal, and sustainable. Public assets with brand culture are the best way to give birth to great creativity.

△ Picture Yuan Hunan Da Sanxiang Tea Oil Co., Ltd. official website

Hunan tea oil enterprises have deeply studied the millennium cultural history and development of tea oil. According to the "Compendium of Materia Medica", brand advertising promotional words "eat tea oil, healthier", fully display the excellent quality and brand connotation of Hunan tea oil Once the advertisement was broadcast, it attracted widespread attention in the industry, and it sounded the "Hunan Tea Oil" public brand to the nation's horn.

04

Adhere to the quality of quality, pay attention to the promotion

With the rapid development of online big data information technology, agricultural brands must fully use the advantages of digital economic advantages, innovate digital marketing methods and channels, further stimulate consumer potential, and expand agricultural brand consumption. Adhere to the marketing of regional public brands, a conference to achieve a brand and lead an industry.

△ Figure source 盱眙 released (Sohu.com)

The reason why the lobster has an annual comprehensive output value exceeds 13.9 billion yuan, becoming the highest value of the public brand in the Chinese aquatic industry. The key is the previous leaders of the county party committee and county government.High -level Lobster Festival, creating a lobster banquet, creating a tens of billions of people, and becoming a public brand of national -level agricultural products.The construction of agricultural brands has become a key measure to lead the structural reform of agricultural supply side and promote high -quality agricultural development. It is also a powerful grasp of stimulating consumption potential, promoting rural consumption, and is of great significance to comprehensively promote rural revitalization and accelerate agricultural and rural modernization.

During the brand of Hunan Plan for the brand, the selection and dissemination of well -known brands in Hunan Province will be carried out around the areas of characteristic agriculture and regional development; empowering the development of agricultural brand construction and comprehensively enhance the international popularity and influence of agricultural brands.

Manuscript source: brand Hunan Plan public account

Editor in this issue: Liu De

Some graphics: brand agricultural think tank, peasant daily newspaper

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