Casting brand with quality, industrial experts gathered "Li Xiang" in Zhenning to explore the brand of strong agriculture

Author:Southern Rural News Time:2022.06.23

On June 21, the "First China (Zhenning) Lizi Industry Summit" was held in the hometown of "China Bee Sugar". Promote a new plan for the development and brand building of Zhenning Bee Sugar.

The first China (Zhenning) Lizi Industry Summit was held in Zhenning

"The planting area of bee sugar in Zhenning County reached 220,000 mu, and the production area was 110,000 acres. Among them, the core production area Liuma Town was selected in May 2020 in the national tenth batch of 'one village, one product," demonstration village, and the town in November 2021 Obtaining the title of 1 billion yuan town of the national rural characteristic industry "of the Ministry of Agriculture and Rural Affairs." Quan You, deputy secretary -general of the People's Government of Anshun City, said that next, Anshun will take the Lizi Industry Summit as an opportunity to continue to stimulate the bee sugar Li industry. The market vitality, with the gesture of daring to break through, condenses, pioneer innovation, strive to tell the brand story of the "Zhenning Bee Sugar" brand, and compose a new chapter in the high -quality development of the "Zhenning Bee Sugar" industry.

Deputy Secretary -General of the People's Government of Anshun City

High -level leader

Explore the development path of brand clusterization

Li Shu is planted in many places in the world. my country is the country with the largest noodles in the world and the most output. As an agricultural province in the country, the planting area of Lizi in Guizhou is about 2.6 million mu, accounting for nearly 10%of the country, ranking first in the country. The main varieties include bee sugar, hollow Li, crispy Li, crispy red and crispy plum. Among them, Zhenning Bee Sugar Li is the dominant variety of Guizhou Li, with high price high prices, and Tiantou's sales price can reach 40-50 yuan/catties. Pin fruit is sold well in Beijing, Shanghai, and Guangzhou.

Zhenning bee sugar Li

Lu Liang, chairman of the Legal System Committee of the Guizhou Provincial People's Congress, said that the industry revitalization is the key to achieving the comprehensive revitalization of the countryside of Guizhou. It should adhere to the high -level leadership and multi -party coordination, promote the development of advantageous agriculture such as Zhenning Bee Sugar Li, and realize the transformation of characteristic industries to the rich industry. In this regard, laws and regulations are basic guarantees. Zhenning should give play to the legislative advantages of autonomous counties. On the one hand, it should introduce relevant regulations to crack down on market pseudo -shoddy scenes and protect the golden signboard of "Zhenning Bee Sugar Li"; on the other hand, implementing land transfer policies such as land transfer through legal means to effectively protect the interests of farmers.

Lu Liang, Chairman of the Legal Committee of the Guizhou Provincial People's Congress

"Brand construction is an important symbol of agricultural modernization." Chen Hong, executive director of the Li Xing Society of the Chinese Horticultural Society and professor of the Agricultural College of Guizhou University, said that under the guidance of the provincial fruit class, the main fruit class of Guizhou, the brand building, e -commerce sales It has achieved good results. However, in the long run, agricultural products must not only strengthen enterprises and product brands, but also need to focus on creating regional public brands, promote the development of Li Industry to brand clustering, and help farmers increase their income and explore common prosperity paths.

Chen Hong, executive director of Li Xing Society of the Chinese Horticultural Society

At the meeting, Zhou Zhixiang, deputy secretary of the Zhenning Autonomous County Party Committee, represented the "Declaration of Action Action for Maintaining Zhenning Bee Sugar in the Zhenning Bee Sugar Region" on behalf of the Zhenning Bee Sugar Industrial Chain. Declaration said: 1. Actively use the promotion of public brands in the regional regional area of Ningjong sugar Liong, and strictly abide by the relevant provisions of brand management. 2. Consciously accept supervision, and strictly use the use of agricultural input products during the planting process of Zhenning bee sugar. Third, resolutely maintain the brand image of Zhenning Bee Sugar Li, and continue to promote Zhenning Bee Sugar Lee to the country.

Zhou Zhixiang, Deputy Secretary of Zhenning Autonomous County Party Committee

Quality first

Build the core value of the "China First Lee" brand

Zhenning Bee Sugar is known as China's "Hermes in Li Zi" and "China First Lee". The main producing area is 500-900 meters above sea level, with abundant rainfall, rich heat, rain and heat in the same season, large temperature difference between day and night, rich soil organic matter content It determines that its variety and taste are unique and cannot be copied. After comprehensive testing and analysis by professional institutions such as the Guizhou Normal University analysis and testing center, Guizhou's agricultural quality, safety supervision and testing center, etc. The food rate reaches 97.88%, the content of soluble sugar is 13.54%-20%, and the Vitamin C content reaches 8.95%. It can be said that Zhenning Bee Sugar Li is the "sweetest plum."

Tao Xu, CEO of Chengdu Jindita Technology Co., Ltd., believes that quality is the core of brand value. The establishment of Zhenning Bee Sugar Lee Quality Standards through the method of genetic specialty, physiological index data, and traceability of origin, so as to establish a comprehensive identification system, which is a necessary support for public brands of "Zhenning Bee Sugar Li" region. For example, according to the test results, "almost not sour" is the significant feature of Zhenning Bee Sugar Li, or it can make breakthroughs to create a public brand of differentiated town Ning Bee Sugar. In the next step, the team will formulate the different channels of different channels, the best time of picking and shipment at different times, and the standards of shipment in different channels, and by providing standardized planting management and supply chain integrated services, to ensure the stable and stable supply chain of the Zhenning bee sugar, High -efficiency.

Chengdu Jindita Technology Co., Ltd. CEO Tao Xu

So, how to improve the quality of fruit and achieve the brand with quality? Huang Ming, deputy director of the Fruit Industry Development Center in Wushan County, Chongqing City, brought a set of "digital" solutions through sharing Wushan Crispy Li case. First, use the digital orchard platform. In accordance with the principle of "unified planning and unified construction", build a picture of a national orchard data platform, the entire industrial chain data platform, and use production technology, multimedia and the Internet of Things technologies to complete production data concentrations such as diseases and insects, fertilizer use and other production data. 2. Through the production of "elite tubes" through the production of visualization platforms. Install the Internet of Things sensors such as soil and water quality monitoring, scientific cloth points, accurately collect production data, establish algorithm models, and guide production practice. 3. "special management" through social services. That is, the establishment of social service digital platforms such as socialized commissioned services, technical guidance services, administrative public services, and financial services. "‘ Three -point, seven -tone '. By improving the level of industrial science and technology, the history of ‘eating by the sky’, ensuring the quality of the product is excellent, so that the fruit agricultural adjustment has stabilized the ‘Jin Bian’. ”Huang Ming said.

Huang Ming, Deputy Director of Chongqing Wushan Fruit Industry Development Center

For a long time

Systematic construction brand marketing system

"In the field of agricultural products, 'characteristics, boutiques, and integration' are the six -character motto of public brands in the construction area." Jiangworm, deputy secretary -general of the Guizhou Brand Construction Promotion Association, said that to do a good job of public brands in agricultural products, the first is to focus on building a good focus. The two systems, that is, build a system guarantee system and technical guarantee system, such as distinguishing different varieties, different trademarks, different production areas, and classification of fruits, etc., to build a distinctive and differentiated product system; The question of why consumers buy, this requires finding the brand story of Zhenning Bee Sugar and Li, as well as to grasp the hearts of consumers through products and consumption positioning.

Jiangworm, Deputy Secretary -General of Guizhou Brand Construction Promotion Association

At present, there are many enterprises in Zhenning planting bee sugar, different planting methods, and uneven quality. The government needs to play a guiding role to carry out gradient cultivation and key breakthroughs. In order to focus on the main corporate brands, enter the high -end bee sugar Li brand cluster, and by the fist products to drive the overall value of the industry.

Agricultural product brand construction path map

“农产品品牌建设不可能一蹴而就，需要锲而不舍地进行持续有效的品牌营销传播。”深圳农优一百创始人李恩伟表示，镇宁蜂糖李有着过硬的品质实力，良好的产品声誉，将其打造成为镇宁The industrialized brand of Fuminxing Village, in addition to shaping the town Ningshi sugar brand, also needs to do a good job of brand protection, and to protect the intellectual property rights of agricultural product brands through registered trademarks and patents.

Li Enwei, founder of Shenzhen Nongyou One Hundred Hundreds