High -end forums of China Rural Revitalization Brand Construction were held in Beijing

On August 2nd, the launching ceremony of the high -end forum of China's rural revitalization brand and the "China Famous Brand" rural revitalization demonstration base was held at the Beijing Xinhua Media Creative Workshop. Liu Jian, deputy minister of the Ministry of Agriculture and the State Council Counselor, Guan Ruijie, the former inspector of the Ministry of Agriculture and Rural Ministry, Guan Ruijie, an expert in major project review experts, and Xie Dongwei, deputy director of the Development and Research Center of the State Administration of Market Supervision. The leaders and enterprise representatives of the rural revitalization line gathered together, focusing on the development of rural revitalization, and starting a flash of wisdom.

"China Rural Revitalization Index" "China Rural Revitalization Annual Brand Report" topic research launching ceremony

At the event site, the "China Famous Brand" rural revitalization demonstration base (the first batch) was released, the "China Rural Revitalization Index" and the "China Rural Revitalization Annual Brand Report" research ceremony was launched.

The rural rejuvenation is far away

The first phase of the rural revitalization strategy has basically achieved, marking that rural revitalization has gradually entered the stage of tackling from the exploration stage. Rural revitalization is a great cause, basically no experience to find. After five years of practice, it has become a consensus of the whole people. Policy support is unprecedented. The rural revitalization actions are in full swing. However, at present, some places still have poor industrial integration and development. Poor policies and local demand do not do well, rural aging, hollowing up, and insufficient vitality in some places.

Liu Jian, deputy minister of the Ministry of Agriculture and the State Council Counselor Liu Jian

In this regard, Liu Jian pointed out that rural revitalization must attach importance to the construction of grass -roots organizations, also pay attention to the spiritual conditions of grassroots cadres, and combine the accountability mechanism, fault -tolerant mechanism, and incentive mechanism. He proposed that the current focus of the agricultural field should be adjusted appropriately, and the next step is to combine agricultural competitiveness and agricultural labor productivity.

The key to promoting the high -quality development of agriculture and rural areas is to solve the practical problems of development goals. Zeng Yisong, vice chairman of the China Leading Science Research Association, believes that rural revitalization should start from actual, do things in accordance with the law, and use practical test results.

Since the implementation of the rural revitalization strategy, a group of practitioners who have struggled to fight on the front line of rural revitalization have emerged, and they have encountered some problems in actual work. Chen Meng, deputy secretary of the county party committee of Matabian Yi Autonomous County, Sichuan, Zhao Na, mayor of Longwangzhuang Town, Fanxian County, Henan Province, Tan Zeyong and others of the party secretary of Nanmuqiao Village, Tanjiazhai Township, Miyang County, Hunan Province. People and talents are lacking, and the masses are not involved. Chen Meng also pointed out that some frontier regions and ethnic minority areas have not brand awareness, weak industrial foundations, and difficult development.

Xie Dongwei, deputy director of the Development Research Center of the State Administration of Market Supervision

The process of rural revitalization is also the process of rural branding, and the brand is of great significance to rural revitalization. Xie Dongwei believes that although the number of brands has increased in the process of helping the countryside with agricultural brands, the number of brands has increased, brand benefits have also been improved, and positive results have been achieved. However, the problems of many brands in the fields of rural rejuvenation in my country still exist in the problems of many brands of rural rejuvenation. Therefore, we must strengthen corporate brand awareness, tap geographical indication brands, improve product quality, and ensure product quality and safety. Adhering to the brand's prosperous agriculture is the need to promote supply -side structural reforms, and it is also an important means to increase agricultural efficiency and increase farmers' income.

Zeng Yansong also proposed that rural revitalization lacks a corresponding standard system, so it is necessary to promote the establishment of the indicator system for the establishment of county rural rejuvenation. The high -quality development of rural revitalization must adhere to the "three highs" principles with high standards as the basic premise, high quality as the core support, and high benefits. In the process of urbanization, we must comprehensively promote the integrated development of urban and rural integration.

Industrial rejuvenation is the key, brand building is the starting point

Longwangzhuang Town, Fanxian County, Henan Province is a typical layout township. In the past, most of them were planted by planting wheat, corn, and rice. The agricultural industrial projects are mostly individual operations, with small scale and difficulty in sales, and resistance to market risks. Cultivating local leading companies has become a key path for Longwangzhuang Town to achieve industrial prosperity. Xiaoyangzi Drofn Food Co., Ltd., located in Zhaojia Wuti Tou Village, is mainly based on the production of fruit and vegetable brittle chips. The market demand is large, and it is very popular in the network and physical supermarkets.

"Promoting brand building to help rural revitalization" theme round table forum

The success of Longwangzhuang Town is a microcosm of the branding of rural revitalization. Wang Jun, Deputy Secretary -General of the China Rural Development Foundation, and Wei Yudong, former director of the National Standard Expert Expert Expert Expert Expert Expert Team, former Director of the Beauty Rural Creation Office of the Ministry of Agriculture and Rural Affairs, An Fengshan The brand is the key to leading the industry's revitalization, and it is also the standard for measuring the development of rural revitalization.

Through research and in -depth investigations, experts found that there are still some unavoidable bottleneck factors in the implementation of the central government's implementation of rural revitalization strategy. In addition to solving problems such as urban and rural development, basic investment in debt, lack of motivation, insufficient talent support, grassroots social governance, green development and other issues, the most important thing is how to objectively evaluate and accurately grasp the current status of rural revitalization and development, gap between potential, and revitalization paths , Improve key points, pragmatic measures, etc. Therefore, it is imperative to establish an evaluation index system for the Chinese rural rejuvenation brand.

In this regard, Guan Ruijie said: "The selection of the indicator system is the most critical part. It is the basis for building a system integration, clear logic, and rigorous structure system." Based on it, it is also necessary to be practical. The selection of indicators must follow the "five sex", that is, scientific, dynamic, characteristic, practical and systemic, ensure that the system design indicators are clear, unified in expression, standard standards, and statistical methods. Scientific development connotation and degree of implementation. As the organizer of the forum, the President of the China Famous Brand Magazine, in his speech, believes that brand building is an inevitable requirement for agricultural development to a certain stage, and an important starting point for agricultural modernization and regional economic development. The revitalization of rural industries must develop the "one county, one industry, one town, one special, one village and one product", which is inseparable from comprehensive brand construction. Similarly, industrial rejuvenation, talent revitalization, cultural revitalization, ecological revitalization, and organizational revitalization, these five revitalization requires branding construction as a kernel and base support.

"If you want to comprehensively promote the revitalization of the countryside and promote the high -quality development of the rural economy, we must strengthen the brand concept, tell the story of rural agricultural brands, and enhance the value of agricultural brand." From the perspective The construction of revitalizing brand is not only the inherent requirements of high -quality development in rural areas, but also an important sign of high -quality development. It is also an inevitable choice for rural revitalization. The media should give full play to the advantages of spreading matrix and corporate social responsibilities, and plan the brand shaping and enhancement activities tailored. , Increase the volume of agricultural brand communication; use new media channels to carry out agricultural brand promotion, use text, pictures, videos, all -media presentation, special interviews, brand activities, and other forms of multi -channel communication to help rural revitalization, support brand building, can.

Regarding the specific path to the construction of rural revitalization brands, taxi believes that the branding of rural revitalization can start with two points: First, to play a good brand -based combination, use the Internet, e -commerce, new media, exhibitions and other promotional methods , Promote rural revitalization product brands, broaden the product production and sales channels; the second is to build a new highland of rural revitalization brands, actively guide agricultural brand layout, build the main platform for breeding agricultural brands, and develop and expand agricultural brand building talents. Brand, corporate brand, and product brand as the core brand pattern, brighten old brands, and build strong new brands, especially to promote the construction of public brands in rural revitalization.

While building the construction path of rural revitalization brand, the industry must also pay attention to designing and implementing a scientific indicator system. "For the scientific evaluation of the development level of rural revitalization brands in our country, it is necessary to learn from the expert opinions of the rural revitalization field on the basis of drawing on the useful experience at home and abroad, and to conduct in -depth investigations of governments and rural areas of relevant provinces, autonomous regions and municipalities, and rural areas. The indicator system for brand evaluation in the field of rural rejuvenation in China has laid a solid foundation for the implementation of the scientific guidance and scientific evaluation of the strategic construction of rural revitalization. "Guan Ruijie said.

Give full play to the support of think tank for the revitalization of the countryside

In accordance with the requirements of the "Notice on Mobilizing Social Organizations and Guiding Social Organizations to participate in rural revitalization work" issued by the Ministry of Civil Affairs and the State and Rural Revitalization Bureau, with the strong support of the relevant industry authorities, in December 2021, the brand in the Chinese Entrepreneur Boao Forum activity in December 2021, the brand in the Boao Forum of Chinese Entrepreneurs Boao Forum At the construction and protection forum, the "China Famous Brand" Rural Revitalization Research Center came into being, and in March this year, the public welfare project- "China Famous Brand" rural revitalization demonstration base was selected and identified. This forum is one of the results of the work.

Guan Ruijie (first from left) of the original department of the Ministry of Agriculture and Rural Affairs and the major project review expert of the Ministry of Agriculture and Rural Affairs, and President of the "China Famous Brand" magazine, Tuoli (first from the right), was the first batch of "China Famous Brand" rural rejuvenation. Demonstration Base "representative license

Gu Lilin introduced that since the activity was launched, the research center received hundreds of enthusiasts from local public brands, industrial parks, and industrial and commercial enterprises from all over the country. From May this year, the "China Famous Brand" Rural Revitalization Research Center organized a research team to conduct field inspections on Henan, Shandong, Hunan, Sichuan, Jiangsu, Jilin, Inner Mongolia, Shanxi and other places, and selected 42 shortlisted declaration entities for them to conduct On -site defense, 26 leaders, experts and brand consultants in the field of revitalization in rural areas were invited to review. Affected by the epidemic, some units that failed to conduct on -site investigations were changed to material review and online defense. This activity has selected the first batch of "China Famous Brand Rural Revitalization Demonstration Base" through multi -dimensional and high -standard screening through the application of base declaration, materials review, on -site defense, expert review, field investigation and comprehensive discussion. Support for transmission resources of 10,000 to 2 million yuan.

Gu Lilin (first from left) of the editorial board of "China Famous Brand" magazine, Shen Guangzhong (first from right), dean of the China National Intelligence Development Research Institute, was the first batch of "China Famous Brand" rural revitalization demonstration base.

At the awarding ceremony, Sichuan New Hope Modern Agricultural Tourism Development Co., Ltd., "China Famous Brand" Rural Revitalization Demonstration Base, Guizhou Pu'an Palm Tea Industry (Group) Co., Ltd., Shanxi Puhuang Shanzhuang Rural Tourism Professional Cooperative, etc. Representatives of the market entities thanked "China Famous Brand" at the scene for their concern, attention and support for rural revitalization. "Seven years ago, a few young people who were in full swing came with their dreams and came from the city to the Liuyang River to build a deserted mountain into a characteristic township. The recognition of" China Famous Brand "was an encouragement and a spur." Hunan Zhang Jian, deputy general manager of Longxi Culture Tourism Development Co., Ltd., said. Liu Wankui (first from left) of "China Famous Brand" Rural Revitalization Research Center, Zhou Zhiyi (first from right), editor -in -chief of "China Famous Brand" magazine, was the first batch of "China Famous Brand" rural revitalization demonstration base.

Zeng Wei, deputy secretary of the county party committee of Pu'an County, Guizhou, Guizhou, Chun Yuezhong, a member of the party group of the Linqing City Government and a third -level investigator, and He Haifeng, deputy head of the county in Longhui County, Hunan Province, combined with his own practice in rural revitalization. Wonderful sharing.

In addition, the entire media of "China Famous Brand" takes the brand as the starting point, giving play to the function of national media think tanks, fully integrating various scarce resources, and serving the standard construction, industrial integration, and brand enhancement of rural revitalization.

In order to bring more powerful measures to gather more powerful forces and provide a scientific evaluation system for rural revitalization. At the event, Mu Shanrong, the executive vice president of the Institute of National Intelligence Development Research Institute of Zeng Yansong, Taxi Lilin, Gu Lilin, Zhou Zhiyi, Shen Guangzhong, and the Executive Dean of the China National Intelligence Development Research Institute, jointly launched the "China Rural Revitalization Index" and "China Rural Revitalization Annual Brand Report".

As a representative of the "China Rural Revitalization Index" and "China Rural Rejuvenation Annual Brand Report", Shen Guangzhong said that the research work invited the research and reform commission, the Ministry of Agriculture and Rural Ministry, the Rural Revitalization Bureau, the Party School of the Central Committee of the Communist Party of China, China Agricultural University, and China Leaders, experts, and scholars of the Chinese Academy of Agricultural Sciences, Shanghai Academy of Social Sciences and other institutions have formed domestic authoritative and professional special investigation research teams, and successfully held a topic opening meeting in Beijing on July 2.

At present, the research team has comprehensively understood and studied the key policies of the Party Central Committee and the State Council, as well as relevant ministries and commissions on the development of "agriculture, rural areas", rural revitalization, and common prosperity in recent years. Class indicators and secondary indicators, as well as the evaluation system of regional brands, corporate and product brands in the annual report of Chinese rural rejuvenation. At the same time, the project team investigated the relevant work of rural revitalization in Sichuan, Yunnan, Hunan and other places.

In the next step, the research team will carry out data collection, on -site research, model analysis, and effective support of national big data in accordance with the evaluation indicators and evaluation systems. Experts conduct field surveys in grouping and sub -regions.

This forum is sponsored by the "China Famous Brand" of Xinhua News Agency and provided a think tank support for the China National Intelligence Research Institute. The forum adopts a combination of offline and offline. It has lived on the entire network on the platform of Xinhua News Agency on the scene of Xinhua News Agency, and more than 200,000 viewers watching online. In this forum, dozens of scholars, brand sectors, and rural revitalization representatives and enterprise representatives gathered here in dozens of rural revitalization areas, flying wisdom in speculative and mutual learning, condensing strength in sharing cooperation, and conspiring new new journey of high -quality development of rural rejuvenation Essence ("China Famous Brand" reporter Li Yan)

Attachment: The first batch of "China Famous Brand" rural rejuvenation demonstration base "selection reason for selection

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