On December 3, the Ministry of Agriculture issued a "Research Report on the Development of China's Agricultural Products Brands" which was formed by a group of experts. This is the first comprehensive report on the status quo of China's agricultural product brand development and explores how to cultivate an important path for the management of China's agricultural product brands. research report.

Modern agriculture is a national strategy. Brand agriculture is also a pioneer in modern agriculture. There is no rise of brand agriculture. Modern agriculture is just a slogan. The government has also made a lot of efforts in agriculture for many years, but the market has always been weak.

Many years ago, Faulkner found out the strategic opportunities for branded agriculture from the market level, and also helped a number of companies, such as Cangzhou Huang, Xiangcun Black Pig, Guolian Aquatic Products, Zhongjing Mushroom Sauce, and a number of agricultural brands create their branding path.

Without breaking, Fulai believes that from the market level, China's agricultural products brands should really “stand up” and first have to turn “three big mountains” to achieve “five major designs” for branded agriculture. Only modern agriculture can achieve branding, but can Enterprises that have completed the "brand revolution" will surely make a comeback.

Three big mountains: casual, indiscriminate, empty <br> <br> scattered: brand highly fragmented, with no leader

The laws of the market are always enriched by strengths, and the stronger ones are stronger. The previous practice of the government focused on the overall economic development of a region, which is fundamentally contradictory to the monopoly of the brand. Therefore, Chinese agricultural brands have been decentralized for a long period of time. They are small and scattered, and the leading brands are vacant. As this report shows, most brand influences only stay in local areas.

The development of brand agriculture must be that entrepreneurs and enterprises are 1, and other resources are zero. If there is no good corporate leader to drive, the government is difficult to promote. There must be a good leading enterprise to drive the development of the entire industry. Only by truly branding this industry can we go global in order to increase the added value and achieve sustainable development. Once a good leading company is cultivated in the local area, this industry will enter a very healthy development stage, which is also a general bottleneck for the development of many regional agricultural brands.

We often see that the government is particularly hot, but the market is particularly cold. why? Is the lack of leading enterprises,

Indiscriminate use of regional public brands

The domain name product is a natural and advantageous resource endowed by history and geography to agricultural products. However, there are few truly out of the region, and it is even more rare that brands can be achieved. The more common phenomenon is that one famous product is just selling, and counterfeiting is overwhelming. Indiscriminate pot porridge, no one can eat badly.

Where is the problem rooted? Only abuse of public brands, no prominent corporate brand. This is the biggest issue in the development of China's agricultural product licensing.

What is the solution? Out of geographical, higher than the region, with the brand exclusive public resources.

Xixia Shiitake itself as a domain name product, according to the industry has a higher visibility, but when Zhang Zhongjing large kitchen to introduce mushroom sauce, Fu Lai has repeatedly stressed that the product can not be called "Western Gorge Mushroom Sauce", this appears to be "stained" domain name product Light, but can not monopolize resources, the pioneer will become a martyred, was later crushed.

Sure enough, after Zhongjing's mushroom sauce became popular, there was a variety of shiitake mushrooms on the market, but consumers had been deeply recognized by the Zhongjing brand and had a high degree of recognition. The industry leadership position was not affected at all.

Empty: Hollow brand value, brand equals no brand

The so-called “brand core value” refers to the most important, most diversified and continuous rational value, perceptual value or symbolic value that a brand promises and delivers to consumers. It is the most central, unique, and most There are no time-consuming elements. It is the process of the brand's mental registration, value enclosure, and value monopoly. Good brand value is a strong reason to buy!

Products, in addition to tangible products with intuitive physical properties, there are many seemingly intangible values, intangible values ​​and tangible values ​​of tangible products that together form the brand value. Many marketers often don’t pay enough attention to intangible value.

Intangible values ​​sometimes seem invisible or intangible, but they can indeed feel that they play an extremely important role in the formation of brand power and the achievement of sales. For example, Maotai wine, no matter how many brands of Maotai wine do on the wine body like Moutai, can not replace the status of Maotai first country wine, because in addition to the unique technology of Maotai, there are many legends about its magic and precious And its origin as a witness to the birth of the Republic and its origins with many founding leaders is unique to Maotai, and it is impossible for other wine brands to make it anyway. This is the power of intangible value.

Five Designs for Brand Agriculture

1, Clear path design companies want to be the boss, but how to be the boss, lead the way to the boss, is the first problem to be solved, with the path to talk about the model, talk about positioning, talk about strategy.

The path is the lifeblood. The current situation is that the smaller the company is, the more ideas it has. The smaller the sales, the more products it has. This is a common consensus. In fact, there are no short cuts for agriculture. If you need shortcuts, then choosing a good path and leaving less or no detours are the best.

The strategic plan proposed by Fulai for the South Black Sesame Group is to be the black sesame boss of China and create a strategic path from the black sesame paste in the south to the black sesame in the south to the black in the south, and finally realize the strategic positioning of the “Chinese black boss”. Grasp the core brand value of Southern Black Sesame, jump out of the turmoil of various grain products, and clear the strategic path of black nutrition.

2. The use of brands to seize public resources Regional specialty products are the most advantageous resource for China's agriculture and a key breakthrough point for branded agriculture. To build a brand, agricultural products must complete the preemption of public resources. The future pattern of branded agriculture will also be the separatist battle of the brand leaders. Consumers will no longer recognize domain name products, but represent the corporate brand of authentic domain name products.

The phrase “Longkou Fan Dragon Maker” makes Longda become a fan of Longkou fans. Consumers buy Longkou fans and only recognize Longda brand; sunflowers' “Five constant rice, direct supply for you” stand out from the chaos of Wuchang rice. Sales growth year after year, the more the fake Wuchang rice news is exposed, the more it is dependent on consumers; Xiaomi's friends may know that the source of Zhangzhou Huang Xiaomi is because of Kangxi's inscription, Fuklai has registered the head of Kangxi, the company’s The logo is also a tripod of the word Mi, which means that Zhangzhou Huang has become the representative of Shanxi millet.

3. Intrinsic quality Externalized agricultural products are highly homogenized products. From the standpoint of the product itself, it is difficult to see the difference. Therefore, the brand product must be externalized to the internal quality, so that consumers can remember it well.

At the same time, quality externalization is also an important manifestation of product and brand image, and it is the direct recognition of product value. Agricultural products should be taken off rustically to allow the external image and intrinsic value to form a linkage potential.

The stick stick baby quickly moved from the region to the whole country and was deeply loved by young people. Its seemingly rough but delicate kraft paper packaging was extremely prominent among similar products at the time; Fulai created “natural rice” and “Fu rice” for the sunflower sun. , "One meter of sunshine" and many other product lines, the integration of modern fashion and ancient style, "Indigenous Nature" and other culturally-influential personalized packaging for rice is also stylish.

4. Systematic Digital Brand Construction The mainstream of digital media and the rejuvenation of mainstream consumer groups have become the trend of the new business era. Therefore, agriculture must also form a systematic digital brand building. It is not just e-commerce, not just public relations, not just the Internet. Advertising, but based on brand positioning and brand tone, integrates all digital channels to form a unified brand force.

Based on the Tmall shop, three squirrels quickly became the top sellers of network nuts. This year's sales volume of Double 11 is broken through 100 million. From the product image, to user feedback, to all kinds of surrounding materials, they are extremely uniform and effective. In order to convey its "Moe" tone, the Orange has actually been selling for many years in the local market until it has joined hands with its original life, using online channels and digital means to deepen the cultural value of the Orange. Local folks are a brand of tea that is currently attracting attention. This pure Internet brand has seized transparency, stores built on the user’s mobile phone, content, channels, and agricultural artists. Feelings and communities are now making a comeback.

Changes in consumer lifestyles are destined to make innovations and adjustments in brand building methods. Traditional agricultural enterprises must be able to seamlessly integrate their own advantages and new methods, and use a new generation of methods and languages ​​to impress new generation consumers and build their own. Brand new era.

5. Doing Consumer Value One of the original intentions of the Ministry of Agriculture was to discover that there must be a market choice for agricultural brands, and consumer satisfaction will be a decisive factor for brands.

In fact, the ever-changing nature of the company still serves customers. The change of the era has brought about the change of customer needs. Enterprises must return to the essence of their existence. That is to create customers.

Nowadays, it is not wrong for agricultural companies to grasp resources and grasp advantages. However, there are too many projects that can be done by agriculture. Each product has innumerable directions that can be exerted. The ultimate goal of enterprises is to gain market recognition. Therefore, It is necessary to realize the transition from grasping resources to doing consumer value, and truly transforming its own advantageous resources into practical consumer values.

Wang Laoji is a strong butt joint of traditional culture and modern potential dual-consumer demands; the Nutrition Express Line provides the best psychological and physiological “pleasantness” for lazy and fast office workers; six walnuts are the clever docking of walnut functions and the Chinese human society Accurately grasp; sunflower sun with "five constant good rice, direct supply for you" lifted the consumer "identification category, no choice" the greatest hidden worry; the old village chief wine with "a good life, every day," and blue-collar consumers realized The best value recognition and emotional resonance.

Under the changing times, entrepreneurs must have ambitions to face the strategic opportunities, face even more respect for the market, the future of brand agriculture is bright, and the road is full of uncertainty, turning the most important "three seats" of current brand agriculture. "Dashan" establishes a leading brand position and the company will enter a beautiful era of "being branded and self-willed."