Under the background of rural revitalization, how to build the brand of agricultural products?

Since the rural revitalization strategy was put forward, the issues of agriculture, rural areas and farmers have attracted more and more attention from all walks of life. By improving the quality of agricultural products, building brands of agricultural products, and accelerating the transformation and upgrading of rural industries, a broader development space can be created for the rural economy.

First, what is the significance of building agricultural products brands?

For production and processing enterprises: branding can sell good prices and improve efficiency.

When the brand does well, the product is different from most other similar products, then its products not only have its own value, the value of the brand is attached to its products, naturally can be sold at a higher price than other ordinary products.

For the industry: the brand guarantees confidence in quality and safety

In the minds of consumers, branded agricultural products represent trust, safety and high quality, and gradually the demand for branded agricultural products extends from various types to the whole industrial chain of agricultural products, such as branded grain and oil, branded vegetables, branded aquatic products, branded meat products and so on.

Second, the problems of the brand of agricultural products

Brand awareness is not strong, brand image is not prominent

For example, rice is the main food crop in Jilin, with 800,000 to 1 million tons exported annually, but none of the more than 100 brands registered in Jilin are well-known nationwide. The market is dominated by unbranded bulk rice. Even if there are brands, they are mostly names with no characteristics such as "free rice" and "clear water rice".

The problem of brand design similarity is serious

In many places, the phenomenon of brand registration exists in agricultural products, and the product design features are not obvious. Often in the quality, processing, name, packaging design of the same, resulting in weak publicity, vicious competition. This situation does not form a joint force and brand effect, making the development of agricultural products extremely difficult.

Third, how to establish the brand of agricultural products

With excellent quality of the characteristic products for protection

Quality products are a key factor in the success of branding, if there is no excellent product quality, no matter how good marketing means will not be recognized by the majority of consumers. Therefore, the quality of production is of Paramount importance.

Expand reliable promotion channels

Good feature product publicity, promotion needs to have a strong marketing platform, in order to open the market at the fastest speed. Good product + marketing platform = Create product branding.

Differentiate with similar products

Many of the same products differ little from the inside out, with a high degree of convergence in taste, shape and nutritional content. There are many differences in internal quality, but the appearance is still difficult to distinguish. For example, the red Fuji apple is more than 30 varieties, you do not eat sometimes really difficult to distinguish. Therefore, it is not easy for a certain agricultural product with little differentiation to make a brand, or to sell it. When you want to build a brand for your produce, please be sure to pay attention to your consumer group's sense of differentiation of your product.

The differentiation of agricultural products starts from the following aspects:

Breed improvement is carried out from the beginning of breeding. Take the golden Kiwi fruit from New Zealand. It was originally introduced from China, the original taste of sour green pulp kiwi improved, introduced a sweet taste of yellow pulp of a new variety. In 2012, Kiwifruit accounted for 28% of the global market share, far more than the export of kiwifruit home China.

Differentiated design from packaging. The use of external image to highlight and enhance the intrinsic value is one of the most commonly used methods of products. Of course, such packaging should also be established in the case that the product does meet the standards. Northeast wild ginseng is famous at home and abroad, but the homogenization of brand and product is also quite serious, how to do? Under the premise that the curative effect of ginseng is not clear, the value of ginseng can be shown with the external exquisite packaging.

How to build the brand of agricultural products

We will strengthen the system for the quality and safety of agricultural products

On the one hand, the implementation of the barcode system of agricultural products (product certification or two-dimensional code identification) or video traceability system, the establishment of an integrated agricultural product quality and safety traceability information network, to achieve production records can be stored, product flow can be traced, storage and transportation information can be queried, to ensure the quality and safety of agricultural products. On the other hand, strengthen the supervision of agricultural input products, strictly investigate and punish illegal activities such as the production, sale and use of prohibited pesticides, veterinary drugs and fishery drugs, and improve the quality and safety level of branded agricultural products.

Create a prominent brand image of agricultural products

Employ first-class brand planning agencies, combine local culture and product characteristics, excavate the brand's own connotation, design agricultural product brand symbols with local regional characteristics and cultural deposits, and create a distinctive brand personality. Specifically including brand name, brand logo, brand packaging and so on. After the completion of the overall brand image of the brand trademark registration and copyright registration, property rights protection.

We will increase support and protection for brand building of agricultural products

In the economic operation, the government bears the important responsibility of regulating the market and supervising the market. Due to the decentralized nature of agricultural production and management, the government needs to actively intervene in the process of creating agricultural products brands, and increase the support of information, capital and technology in the process of brand creation. At the same time, the government needs to strengthen the protection of existing brands, for the counterfeit brand of agricultural products, should strengthen the punishment and crackdown, create a good environment for the production and operation of agricultural products, and promote the smooth construction of agricultural products brand. In view of bad competition behavior, market supervision and agricultural production authorities should promptly investigate and deal with, maintain a fair and just market order, and create a good living environment and development space for the construction and development of agricultural products brands.