"Branding" activates new momentum in modern agriculture

To develop a brand, it is necessary to continuously stabilize and improve the quality of products, so as to meet the needs of the people for a better life and promote the transformation of the economy to high-quality development
.
At the beginning of this year, the State Council issued the "Opinions on Supporting Guizhou to Blaze a New Path in the Great Development of the Western Region in the New Era", which made it clear that it is necessary to deeply implement the strategy of strengthening agriculture by brand and build a number of regional public brands of agricultural products, agricultural enterprise brands and agricultural product brands
.

According to data released by Guiyang City recently, the number of agricultural product trademarks in the city has exceeded 20,800, and a number of unique agricultural product brands are empowering the development of modern agriculture in Guiyang, and brand strategy, brand economy and brand image have increasingly become the "new driving force"
of high-quality economic development.

Ma Xiao, director of Guiyang Municipal Bureau of Agriculture and Rural Affairs, introduced that as an important symbol of agricultural modernization, brand building runs through the entire agricultural industry chain, which is an important support and lasting driving force
for promoting agricultural transformation and upgrading, improving quality and efficiency.

How to ensure product quality?

——Enhance development stamina with quality improvement and gather factor resources by relying on brand benefits, Guiyang adheres to brand operation, standardized production, industrialized development, intelligent management, and large-scale guidance, and brand advantages are being transformed into industrial advantages

Walking into the townships of Xiuwen County, you can always see such a scene: one after another, on the hillsides, green fields, kiwi fruits, farmers shuttle to pick, and then carry baskets of kiwifruit into the warehouse
.

China's kiwifruit industry is currently mainly distributed in Shaanxi, Sichuan, Guizhou and other places, Guizhou kiwifruit with unique varieties and high-altitude mountain original ecological planting is known for its strength, among which Xiuwen kiwi fruit with slender and protruding shape, "7 points sweet and 3 points sour" taste, has become a unique Xiuwen business card
.

"The fields where the villagers are picking and what movements are in the park can be seen clearly through the computer
.
" Park technician Zhao Gaoming moved the mouse and clicked the button, bringing up a picture
of villagers sorting boxes of kiwifruit on the side of the park road.
He introduced that the park has set up a meteorological monitoring point and installed 8 monitoring equipment, applying big data to kiwifruit management, which has effectively promoted the better and faster development
of the kiwifruit industry.

Big data "grafts" Xiuwen Kiwifruit, monitors the whole process of planting, refrigeration, transportation, sales, etc.
, and inserts wings of science and technology into industrial development
.
At present, the big data Internet of Things traceability system covers more than 60,000 mu of Xiuwen kiwifruit
.

Huang Yaxin, deputy director of the Agriculture and Rural Bureau of Xiuwen County, introduced that Xiuwen County will grasp kiwifruit as the first industry for rural revitalization, continuously improve the degree of popularization and application of science and technology, expand the scale of technology, promote farmers' income, and promote the development
of agricultural modernization.

"On June 4 last year, Guizhou Xiuwen Kiwifruit Research Institute and Guizhou Center of China-New Zealand Kiwifruit Joint Laboratory for the Belt and Road were launched, providing strong scientific and technological support for the development of Xiuwen kiwifruit industry, further promoting the quality and efficiency of the kiwifruit industry, strengthening brand cultivation and promotion, and improving the modernization level of
the industrial chain.
" Huang Yaxin said
.

Similarly, in the Huaxi Qianfeng Agricultural Science Popularization Park, more than 20 acres of strawberry elevated demonstration cultivation has become the largest indoor strawberry three-dimensional cultivation base in Guizhou, relying on specially customized water and fertilizer formulas and intelligent temperature measurement management system to realize intelligent and data-based management of the whole process of strawberry planting, and greatly improve strawberry yield and quality
.

"To ensure that the industries covered by the regional public brand of each agricultural product must establish and improve a set of scientific, effective, ecological, operable and easy to promote production standard systems, and gradually achieve full coverage
of standardized production of green agricultural products.
" Gan Zhaohui, deputy director of the Guiyang Municipal Bureau of Agriculture and Rural Affairs, said
.

It is understood that the regional public brand coverage products in Guiyang City must refer to the superior standards to formulate and improve the only product standards with market advantages, including but not limited to grading indicators, sensory indicators, health indicators, nutrition indicators, etc
.
Support the certification and application
of green food, organic products, geographical indication protection, famous and excellent new agricultural products, GAP, HACCP, GMP and other related quality management systems.
The rate of authorized entities entering the national agricultural product quality and safety traceability management information platform is 100%, and the rate of edible agricultural products issuing commitments to meet the standards is 100%.

How to open up the sales market?

——Let the characteristic agricultural products "raised in purdah" "fly into the homes of ordinary people", and all parts of Guiyang are linked, online and offline, resonating at the same frequency, polishing the "golden signboard" of agricultural products

Not only "grow well", but also "sell well"
.

"A month ago, the park received 120,000 orders, and now it has reached 500,000 orders
.
" Zhao Gaoming said that Guizhou Holy Land integrates kiwifruit scientific research, planting, technical material services, standardized production, brand sales and integrated development of fruit tourism, and has opened stores on e-commerce platforms such as Jingdong and Taobao, and its products are exported to nearly 100 cities
such as Beijing, Shanghai, Shenzhen and Chengdu.

In Liutun Town, Xiuwen County, Xiuwen County Parkway Agricultural Investment and Development Co.
, Ltd.
expanded its sales channels through micro-store sales and garden picking, and the supply of kiwifruit at the base exceeded the demand; In Zhongsong Village, Liuguang Town, grower Kang Xingqi sells through micro-commerce, Douyin, etc.
, and actively cooperates with foreign enterprises, and Kiwifruit has been sold out.
.
.

In recent years, the government departments of Xiuwen County have acted as "liaisons", actively expanded sales channels according to changes in market consumption forms, continuously expanded e-commerce subjects, strengthened policy support, guided kiwifruit online sales, and innovated production and marketing docking methods, so that kiwifruit sales channels in Xiuwen County gradually extended
from traditional offline wholesale to online.

Kaiyang County is one of the three major selenium-rich resource areas in China, the county vigorously develops selenium, the use of selenium, the development of selenium, concentrated on the development of tea, vegetables, fruits, livestock and poultry, edible fungi and Chinese medicinal materials 6 categories of selenium-rich industries, has now formed 21 selenium-rich characteristic industry demonstration dam areas and 294 agricultural product production bases, selenium-rich industry has also become a "rich people" industry
.

In September 2020, Kaiyang "China Selenium Street" opened
.
Chen Lang, director of Kaiyang County Selenium Industry Development Center, said: "Selenium Street brings together selenium-rich agricultural products in the county, each with its own characteristics and varieties
.
In the past year, it has attracted more than 140 characteristic merchants to settle in, driving more than 300 jobs and increasing the income
of 3,763 poor households with registered cards.
”

At the same time, at the municipal level, Guiyang City has strengthened cooperation with Jingdong Group, relying on brand market resources and professional capabilities such as Jingdong marketing launch, Jingdong cloud wisdom, and Jingdong partners, and building the "Zhunong" brand with the help of the "Jingdong" big brand
driving ability.
Make good use of Alibaba, Yima Guizhou, Colorful Bao, Guizhou E-commerce Cloud and other e-commerce platforms, and introduce Taobao Live, Douyin short video and other marketing media to achieve "dual-line" marketing
of products.

How to drive the people to become rich?

——Relying on regional public brands and guided by the needs of "eating, living, entertainment, shopping and learning", broaden industrial development ideas, enrich derivative products, promote the integration of consumption with culture and tourism, and sublimate the brand value connotation of high-quality agricultural products

The industry developed prosperously, the peasants were full of energy, and their pockets gradually bulged
.

In 2017, Guizhou Youyuhe Agricultural Science and Technology Development Co.
, Ltd.
took a fancy to the unique natural conditions and ecological advantages of Jiu'an Township located in the upper reaches of Aha Lake, and developed strawberry planting in Jiu'an Township by renting the village collective to build greenhouses and transferring farmers' land, and successfully launched the strawberry variety "Hongyan", which was recognized by consumers
.

"Over the years, we have adhered to the high-quality and high-standard development of the strawberry industry in the village, and successfully obtained the organic certification conversion certificate, and through cooperation with Heli Supermarket, Hema Fresh and other enterprises, the market reputation is getting better and better, the output of strawberries per mu is about 3,000 jin, the wholesale price can reach 20 yuan per catty, and each mu can drive 100 jobs
.
" Liao Chengcheng, director of the Jiu'an Township Agricultural Service Center, said
.

Huaxi District has also established a "Huaxiaoberry" freeze-dried processing center by building a "village yia" sales platform, combining farmhouses, folklore, leisure and entertainment with fresh strawberry picking, strawberry deep processing products, etc.
, and developing "huaxiaoberry" derivative products, strawberry snowflake crisp, strawberry black tea, strawberry cowhide candy, strawberry cake and other cultural and creative foods, which are deeply loved
by consumers.
Today, Huaxi strawberry planting area has reached more than 3,000 mu, with an output value of about 250 million yuan, directly driving 130,000 local farmers to work and driving their wage income to 19.
8 million yuan
.

"The premium rate of the brand is not high, it is only the trunk economy, and it is still in its infancy in the integration and development of primary
, secondary and tertiary industries.
The development of the strawberry industry still has a lot to go, not only to solve the problems of single industry, capital demand and strawberry industry insurance gap, but also to make a fuss
about the development and utilization of summer strawberries.
The relevant person in charge of the Agriculture and Rural Bureau of Huaxi District said
.

During the interview, it is not difficult for the reporter to see from the agricultural brand development plan formulated by various places that improving the brand agricultural policy support system, improving the legal guarantee of brand development, encouraging leading enterprises to use brand resources to expand and extend, and strengthening the role of science and technology in enhancing brand value have been paid more and more attention
by practitioners.

On the basis of creating agricultural product brands, Guiyang encourages and guides the main producing areas of branded agricultural products to develop supporting service facilities such as characteristic catering, homestays, shopping, entertainment and other supporting service facilities according to their own industrial characteristics, natural ecology, folk culture and other resource endowments, and promote the integrated development
of leisure agriculture and rural tourism with culture, health care and other industries.

With the continuous and in-depth advancement of brand building, upgrading new marketing channels, building new consumption models, promoting new product research and development, improving the supply chain system, and promoting the standardization, scale and intelligence of the agricultural industry will surely become the engine of Guiyang's agricultural brand development and accelerate agricultural modernization
.

(Edited by Li Chuang)