“For the same oranges, why does Pharaoh next door sell more expensive and better than mine?” Brands are very important. Brands are of great significance to the transformation of agricultural development methods and the increase of farmers’ income, and they can also well protect consumption. interests of farmers and improve the quality and safety of agricultural products.
Nine words can be used to express the development trend of my country’s agricultural product brands, that is, late start, fast development, and great potential. Registered trademarks for agricultural products increased from 600,000 in 2008 to 1.25 million in 2012, doubling in four years. However, due to the late start and poor foundation, many products have relatively low competitiveness, and the influence of most brands only stays in local areas. There are not many cross-provincial and cross-regional brands, and even fewer internationally renowned brands.
With the development of science and technology, only by establishing differences in the quality of agricultural products can a real brand of agricultural products be established. Farmer friends may wish to try to establish differences in product quality from the following aspects and get an “ID card” for their hard work “.
Variety optimization
Different varieties of agricultural products have great differences in quality, mainly in color, flavor, aroma, appearance and taste, which directly affect consumers’ demand preferences. Different varieties of agricultural products determine different organic content and proportion; such as protein content and proportion, amino acid content and proportion, sugar content and proportion. The content and proportion of organic acid, the content and proportion of other flavor substances and nutrients, etc. These indicators are generally tested by experts using the method of sensory identification: when high-quality varieties are launched and recognized by consumers, consumers will try to buy them; when they are recognized, they will buy repeatedly; Loyalty to the brand will be formed.
In the actual activities of creating a brand of agricultural products, the difference in the quality of agricultural products is mainly judged according to the needs of people and the degree to which agricultural products meet consumers, that is, from the aspects of practicability, nutrition, edibility, safety and economy. Like rice, consumers care about its taste, nutrition and food safety. The greater the quality difference between rice varieties, the easier it is for a certain type of rice to enter the market as a brand and be recognized by consumers.
At the same time, quality is the lifeline of agricultural products and the foundation of creating a brand for agricultural products. In the process of implementing the brand strategy of agricultural products, organizing production management according to standards is the most effective measure and means to improve the quality of agricultural products and ensure the safety of agricultural products, and it is the cornerstone of brand building. Since many agricultural product companies adopt the business model of company + farmers, although the production scale of agricultural products has been expanded, the quality of agricultural products is not stable due to poor management, resulting in the contradiction between quantity and quality. Therefore, agricultural product enterprises must adhere to quality standards, production regulations, product labels, and market monitoring. Carry out quality management throughout, strictly follow the production operating procedures, conscientiously do a good job in agricultural environmental quality monitoring and product quality monitoring, standardize the supporting production technical standards before, during and after production, formulate strict product quality standards, and stabilize the inherent quality of agricultural products .
Production area optimization
Many agricultural commodity types and their varieties have optimal areas of production. The differences in natural conditions such as geographical environment, soil quality, temperature and humidity, and sunshine in different regions directly affect the formation of the quality of agricultural products. Many agricultural products, even for the same variety, have great differences in quality in different regions. For example, the quality of Red Fuji apples from Shaanxi and Shanxi is better than that from Liaoning, which is better than Shandong apples, and Shandong apples are better than those from the Yellow River Ancient Road. In terms of species, the quality of Northeast wheat is better than Jiangnan wheat, and Xinjiang watermelon is better than coastal watermelon.
China has a vast territory, spanning the subtropical zone, temperate zone and frigid zone, and the altitude varies greatly. Local names have been initially formed for each region. Special and excellent agricultural products, such as Zhejiang Longjing, Jiangsu Biluochun, Anhui Dangshan pear. Shandong Yali, Sichuan Navel Orange, Xinjiang Hami Melon, Jinxiang Garlic, etc. Therefore, develop the production of local agricultural products according to local conditions, and vigorously develop the production of local famous, high-quality and special products, so as to create local famous brand agricultural products.
Production method optimization
Different production methods of agricultural products directly affect the quality of agricultural products. For example, the quality of agricultural products produced by organic farming methods is poor. The use of industrially polluted water sources for irrigation seriously affects the quality of agricultural products, and also seriously affects the quality of hygiene. The use of various agricultural production technology measures in production also directly affects product quality, such as the type, application amount and method of agricultural conventions, which directly determine the amount of pesticide residues; there are also such as planting time, harvest time, irrigation, pruning, The application of grafting and biological hormones will also cause differences in the quality of agricultural products.
52.jpg
Marketing method optimization
To become a brand commodity and enter the market, agricultural products must undergo rough processing, fine processing, and packaging. A series of commercialization processes such as transportation, and the quality of agricultural products are inspected. At the same time, it is necessary to establish a quality standard system for the production and processing of agricultural products, develop a marketing network, and implement large-scale operations. In addition, the marketing method is also an important aspect of the brand formation of agricultural products, including all activities from identifying the needs of the target market to satisfying consumers, such as market research, market segmentation, market positioning, market promotion, market service and brand protection, etc. . Improving the marketing ability of agricultural products will help to expand the influence of agricultural product brands and improve the position and share of agricultural products in the market. Therefore, the marketing method is the basis for the development of crystal brand of agricultural products, and the development of brand further improves the competitiveness of agricultural products.
Agricultural product trademark registration and protection
Without a brand, characteristic agricultural products will have no market competitiveness; without a brand, characteristic agricultural products will not be able to sell at a good price. A trademark is an intangible asset of agricultural products, which plays an inestimable role in improving the brand benefits and added value of agricultural products.
For many people, especially farmers, trademark may be a very vague and abstract concept. But we cannot deny its practical significance and effect on agricultural products:
It can promote the adjustment of agricultural industrial structure, improve the market awareness and share of agricultural products, accelerate the process of agricultural industrialization, and increase farmers’ income.
A trademark is a mark attached to a product by commodity producers and operators to distinguish it from other similar or similar products. It consists of words, graphics or a combination thereof.
Because trademarks have the functions of distinguishing, advertising and quality marking, trademarks have become a sharp weapon to participate in market competition. Registering a trademark is the only way for agricultural products to obtain legally protected status. Agricultural products without legal status will eventually be eroded and eliminated by others.
However, once a famous brand trademark is preemptively registered or used by others, not only the value of the trademark will be greatly reduced, but more importantly, the image of the famous brand product will be damaged and the reputation of the enterprise will be affected. Therefore, while creating famous brands, agricultural product manufacturers should actively register trademarks so that they can be protected by law and obtain the exclusive right to use brand names and brand marks.
The “Ding Dang Chicken”, which was a blessing in disguise, is one of the vivid examples. In 2003, Dingdang Town, Long’an County, Guangxi District attracted the attention of the world as the first highly pathogenic avian influenza epidemic area disclosed to the public in China. After the epidemic, the development of poultry products in Dingdang Town encountered a sales bottleneck. How to rejuvenate this industry? Long’an County skillfully took advantage of Dingdang Town’s popularity brought about by the bird flu epidemic, registered the “Dingdang Chicken” trademark, and cultivated and supported professional farmers in Dingdang Town and surrounding areas to drive the masses to develop poultry farming. At present, “Ding Dang Chicken” is not only sold to Nanning, Guilin, Liuzhou and other places, but also merchants from Guangzhou, Zhanjiang, Maoming and other places come to buy it. In the past, “Ding Dang Chicken” could only be sold as far as the urban area of Nanning. Only because of the trademark of “Ding Dang”, it was a blessing in disguise and was recognized by the market in other provinces. “Dingdang chicken” is promoting the development of local economy and making local farmers rich with a local famous and characteristic product brand.
So how to apply for a registered trademark?
The Trademark Law stipulates that natural persons, legal persons or other organizations may apply for trademark registration. Therefore, rural contractors and individual industrial and commercial households can apply for trademark registration in their own names. The trademark applied for registration shall be distinctive, shall not violate the provisions of the Trademark Law, and shall not conflict with the prior rights of others. To apply for trademark registration, you need to submit the “Application for Trademark Registration”, a copy of the valid certificate that proves the identity of the applicant, and other documents. The applicant can entrust a trademark agency to handle the application procedures for trademark registration, or directly go to the Trademark Office of the State Administration for Industry and Commerce for trademark registration application procedures.
Promote brand formation
The era of “good wine is not afraid of deep alleys” is gone forever. If the best products do not carry out strong publicity, it will be difficult to be recognized by the public, and it will be even more difficult to become a well-known brand. To improve the popularity and reputation of products and promote the formation of famous brands, we can start from the following three aspects:
Choose a good advertising medium
Advertising is the most important way for enterprises to convey product information to consumers. Advertisements need to be paid. Generally speaking, the more advertising expenses invested, the better the advertising effect. To make high-quality agricultural products widely known, it is necessary to increase the investment in advertising. Advertising media such as newspapers, magazines, radio, television and outdoor street signs can be used to disseminate information.
Shaping the brand image
Through relevant news units or social groups, publicize and provide information to the public free of charge, thereby indirectly promoting products, this is public relations promotion. Public relations promotion is easier to gain the trust and recognition of the society and consumers, which is conducive to improving the reputation of products and expanding their popularity.
Raise the value of the product
Imported Thai famous brand rice, such as Golden Elephant, Golden Rabbit, Thai Xiang, Golden Emperor Fang, etc., are mostly packaged exquisitely. However, many agricultural products in our country do not have packaging, and some of them are relatively rough even if they have packaging, which is not conducive to the expansion of famous brands. Packaging can avoid all kinds of damage to products during transportation and storage, and protect product quality; exquisite packaging is also an excellent “silent salesman”, which can attract consumers’ attention, arouse the desire to buy to a certain extent, and at the same time It can establish a good image in the minds of consumers and increase the value of products.
Rely on technology to build brand
Science and technology is an important support for the development of agriculture and rural economy in the new era, and it is also the fundamental guarantee for the high quality and high efficiency of agricultural products. Therefore, to create a brand of agricultural products, it is necessary to carry out scientific and technological research in all aspects of pre-production, production and post-production, and continuously improve the technological content of products.
around market demand
Make key breakthroughs in the selection and breeding of excellent and efficient new varieties of crops, livestock and poultry, and aquatic products, and promote the upgrading of varieties to meet the continuous innovation needs of consumers.
Breeding around new varieties
Do a good job in the research, development and promotion of improved varieties and methods, focus on reducing drug residues in animal and plant products, ensure food hygiene and safety, and eliminate obstacles to entering the international market.
Around postpartum preservation
Carry out corresponding technological breakthroughs in storage, transportation, processing, packaging, marketing and other links, increase research on fresh-keeping technology, prolong the shelf life of products, design and develop products of different grades according to consumers’ purchasing power and value orientation, and gradually form a Brands and multiple series, apply modern marketing methods to expand brand awareness, cultivate consumer groups, and increase market share.
Around the “world”
Pay attention to technology introduction, actively introduce foreign new varieties, new technologies, and new processes, and promote the creation of domestic brands through technology grafting.
The process of building an agricultural product brand is the process of realizing the value-added of agricultural products. It is an important means to promote the transformation of traditional agriculture to modern agriculture, an effective way to optimize the agricultural structure, an urgent requirement to improve the quality and safety level and competitiveness of agricultural products and realize agricultural efficiency. An important measure to increase income. We believe that the brand operation of agricultural products will inevitably push China’s agriculture to an international stage of rapid, efficient and sustainable development
No reply content