"Brand Agriculture", a must read for leading agricultural enterprises

A major feature of the development of China's agricultural industrialization is the strong support of national policies and financial resources. Therefore, at the beginning of creation and development of agricultural industrialization enterprises, most of them first looked for mayors to fight for policies and win financial support from the country. This is the first course that agricultural industrialization enterprises must do well, and it is the rapid start and development of enterprises. One of the important driving forces.

This alone is not enough. In order for agricultural industrialization companies to achieve sustained and long-term development, they must also develop another effort—brand marketing. This is an important measure to create another important driving force—market driving force. To be an agricultural industrialization enterprise, it is necessary to find the mayor and do the market. As Premier Wen Jiabao said, "The development of a business must ultimately rely on endogenous motivation." A company that only has the ability to make money from the market and has the ability to continue to develop and grow in the market is the fundamental purpose of the country to support agricultural industrialization enterprises and also the inner needs of the entrepreneurs of agricultural industrialization. The money-making companies have the value of survival, and the lucrative companies will be straight!

The Ministry of Agriculture and other seven ministries and commissions "Guiding Opinions on Strengthening Brand Construction" clearly put forward: "To build up agricultural product brands based on the development model of accelerating the development of modern agriculture and following the principle of "standardized production, industrialized operation, and branded sales."" Extend the chain, cultivate the brand, increase the added value of products, promote the improvement of comprehensive agricultural production capacity, and promote the development of modern agriculture."

In the next five years, marketing and brand building are the core tasks of agricultural industrialization enterprises. Agricultural industrialization enterprises that have received government policies must put considerable energy and work focus from the front end of the industrialization of agriculture (requiring money, policies, plant building, and production) to the back-end of agricultural industrialization (value-added products , the formation of teams, marketing, brand creation) transfer, so that agricultural products from the farm into the factory, from the factory into the market, from the market into the tens of thousands of household kitchen table, completely realize the value-added of agricultural products, marketization and branding, so that business steps Into its own hematopoietic, rapid and healthy development of the track.

My team and I worked hard in the field of brand marketing for more than a decade. We have devoted five years to research in the field of branded agriculture and recently introduced the latest monograph, Brand Agriculture. This is China's first monograph on how to develop agricultural and non-staple food brands from the perspectives of industry, companies, and markets. This book fully reveals the ingredients that originate from the fields, through value extraction, processing, packaging, and marketing, and the modern food industry. The business matchmaking was finally presented on the kitchen table and the branding process. The specialty, strategic path and unique method of the agricultural product brand were deeply considered. At the same time, the brand agriculture practice conducted by Fulai was summarized.

In the next 20 years, the world will see China, China will look at agriculture, and agriculture will look at table food brands!

As Huang Liangui, deputy director of the Agriculture Industrialization Office of the Ministry of Agriculture, puts it, “An important symbol of modern agriculture is branded agriculture. Cultivating, creating, and promoting consumer love, producers benefit, bear China with resources, elements, culture, and market intelligence. The branding of agricultural products requires the reinforcement of ideas, policy support, the efforts of leading enterprises, professional cooperatives, and professional large-scale companies, as well as strong support from experts, media, and scholars. "Brand Agriculture" has many useful inspirations for the development of branded agriculture."

Agricultural industrialization enterprises, traditional regional old-fashioned enterprises, and export food enterprises must break the mental barrier, rebuild market boundaries, and introduce advanced brand marketing methods: they must learn to package products so that “native products” are no longer “romantic”; they must learn to promote products. , Make the market bigger, let specialty products go out of the area and go to the whole country; we must learn to integrate resources, integrate scattered households, and use internal and external leveraging to enlarge the scale; we must learn to do value, let the products appreciate, and let the products go to high-end, let the brand sell. Valuable!

According to Chen Shaopeng, Lenovo's leader in agriculture and president of the Jiawo Group, "Brand Agriculture" is a very important masterpiece to promote the development of the industry. I sincerely hope that with the industrialization of agricultural entrepreneurs to explore the sharing of brand agricultural experience and methods to cultivate more agricultural brands. hurry up! We are looking forward to good news from the market.