Learn from the wisdom of role models and help revitalize the industry. An interview with famous agricultural brands was held in Beijing.

Industrial revitalization, brand leadership! Brand building, leading by example! On March 22nd, an interview with famous agricultural brands co-sponsored by China Agricultural Publishing House and Nongben Consulting was held in Beijing.

The theme of this conference is "learning from example wisdom to help the industry revitalize". Yin Chengjie, former deputy secretary and vice minister of the Party Group of the Ministry of Agriculture, attended the launching ceremony and delivered a speech. Liu Tianjin, Party Secretary, Chairman and President of China Agricultural Publishing House, gave a welcome speech; Liu Yantao, Director of Brand and Circulation Promotion Division of Market and Information Department of Ministry of Agriculture and Rural Affairs, was entrusted by relevant leaders to speak; Huang Zuhui, founding president and chief expert of China Rural Development Research Institute of Zhejiang University, spoke as an expert representative; Liao Mingsheng, president of Gannan Navel Orange Association of Ganzhou City, spoke as a representative of agricultural famous brand production areas. Zhu Enlin, first-class inspector of the Planting Management Department of the Ministry of Agriculture and Rural Affairs, Wang Zhonghai, Party Secretary of the Rural Economic Research Center of the Ministry of Agriculture and Rural Affairs, Liu Aifang, editor-in-chief of China Agricultural Film and Television Center, Zhang Hongyu, president of China Agricultural Risk Management Research Association and former director of the rural economic system and management department of the Ministry of Agriculture and Rural Affairs, Zhang Huarong, executive vice president of China Green Food Association and former director of China Green Food Development Center, Huang Jingyi, president of China Quality Agricultural Products Development and Service Association, and Lu Fangxiao, president of China Fruit Circulation Association,Lu Juan, director of China Agricultural Brand Research Center of China Agricultural University, Sun Dongsheng, deputy director of Institute of Agricultural Economics and Development of Chinese Academy of Agricultural Sciences, and Wenhui Wang, researcher of Fruit Research Institute of China Academy of Agricultural Sciences, attended the meeting to witness the release of the new book. Yuan Rong, director, deputy editor and deputy general manager of China Agricultural Publishing House, presided over the meeting.

The event was broadcast live on new media platforms such as China Agriculture, Rural Issues, Food Headlines, and Asian Fruit Fair, and more than 1.8 million people in China watched the live broadcast.

Learn the wisdom of "example" to help revitalize the industry

It is reported that in January 2024, "Interview with Famous Agricultural Brands" was published by China Agricultural Publishing House and distributed nationwide. This book is the first monograph in China that systematically summarizes the experience of building famous agricultural brands in China, and includes ten cases of famous agricultural brands in China. In the past four years, Jia Xiao, the author and founder of Nongben Consulting, went into Yangcheng Lake Hairy Crab, Gannan Navel Orange, West Lake Longjing, Wuchang Rice, Luochuan Apple, Yanchitan Sheep, Xinhui Chenpi, Pixian Douban, Korla Pear, Shouguang Vegetable and other producing areas to talk with their industry managers and brand traders, restore the development process of these famous brands, explore their successful experiences and write this book.

"With the comprehensive rural revitalization and the implementation of the strategy of accelerating the construction of a strong agricultural country, the construction of agricultural brands has entered a new stage. How to build and develop agricultural brands in the new era needs further planning and promotion. This book systematically studies and summarizes the development path and construction experience of well-known agricultural brands in China, which can play a very good role in boosting the construction of agricultural brands in China and helping the overall revitalization of rural areas. " Comrade Yin Chengjie spoke highly of the book Interview with Famous Agricultural Brands. At the same time, he pointed out that it is necessary to accelerate the innovative development of agricultural brand construction in the new period, vigorously improve the development quality of agricultural brands, vigorously implement brand promotion actions, and accelerate the formation of an agricultural brand pattern with regional public brands, enterprise brands and characteristic agricultural products brands as the core.

"Interview with Famous Agricultural Brands" is a masterpiece on the theme of agricultural brands launched by China Agricultural Publishing House. Yin Chengjie, former deputy secretary and vice minister of the Party Group of the Ministry of Agriculture, personally prefaces it, which has important reference value for us to accurately grasp the position of brands in the construction of a strong agricultural country and comprehensively promote the brand to strengthen agriculture. " Director Liu Yantao said in his speech that agricultural branding is a systematic project and a long-term project. Both government departments and market players should be patient, persistent and ingenious, and look forward to more such masterpieces to sum up the fiery practice of agricultural brand building in China with a higher position and broader vision.

"In China, agricultural brand building is a’ new subject’. There is no mature method to follow, and everyone is crossing the river by feeling the stones. As an agricultural brand practitioner who has been in the business for 18 years, in practice, we deeply feel the lack of ideas and methods, and see that due to the lack of methods, agricultural brand building and industrial development take detours or even go the wrong way from time to time, which not only wastes resources, but also often delays the development opportunity. Therefore, we sprouted the idea of summing up practical experience and building a method think tank, and launched the’ Interview with Famous Agricultural Brands’ program. " Jia Xiao, when sharing his experience in writing a new book, said that the greatest significance of this work is to learn from the "China Plan" interpreted by these China role models and learn from the "Oriental wisdom" precipitated by the years. In the future, he and his team plan to interview 90 famous agricultural brands in nine years, and build the Interview with Famous Agricultural Brands into a "think tank" for the construction of agricultural brands in China.

Experts from agriculture, countryside and farmers get together to discuss the way of brand building in the new period.

In the new era, how to develop agricultural brand construction and how to promote industrial revitalization? What are the key points and difficulties … At the expert seminar, leaders and experts such as Ye Xingqing, Huang Zuhui, Zhang Hongyu and Wang Zhonghai had a heated discussion.

"Brand strengthening agriculture is a very important incision to accelerate the construction of a strong agricultural country. Industrial revitalization is the top priority. China’s’ small-scale agriculture’ has a high production cost, and now a common problem is’ low growth’. I am afraid that the internal and external competition and involution of agriculture are more serious than other industries. In this context, in order for agriculture to embark on the road of high-quality development, it must be’ high price covers high cost, high quality supports high price’. " Ye Xingqing believes that under the background of accelerating the construction of an agricultural power, we should understand the construction of agricultural brand from the height of what kind of road China agriculture should take. He proposed that we should correctly understand the relationship between varieties, quality and brands, strengthen the summary of the growth laws and experiences of agricultural brands with China characteristics, keep pace with the times and innovate to promote the construction of agricultural brands, and at the same time increase the investment and support of agricultural policy system for agricultural brands.

Professor Huang Zuhui shared his thoughts on the publicity and operation of agricultural brands. "The biggest difference between regional public brands and other brands is publicity. It is built by the government and must be shared to drive more farmers to increase their income. However, it is inevitable that there will be a’ free rider’ behavior, which will affect the sustained and healthy operation of the brand. " Professor Huang Zuhui said that how to operate a brand well requires innovative design of different institutional models in combination with reality. There is a need for scientific, cutting-edge and subversive exploration, and all factors need to be matched and interacted to form high-quality productive forces. The back should be matched, otherwise the brand will be difficult to sustain.

Zhang Hongyu talked about three thoughts from "how to reflect the leading role of the government in brand building". First, the government should not only be good at doing big, but also be good at doing small. It is important to be big, but the brand is not equal to the output. How to control and grasp this "big" is crucial. Second, the government should not only be good at being the front end, but also be good at being the back end. The front end is the production link, and the back end is the brand operation management. How to make the price and quality equal, we need to do a good job. Third, in industrial development and brand building, the government should not only be good at innovation, but also be good at breaking the old and establishing the new, and need more innovations from "0 to 1", which is the new quality productivity.

At the seminar, Wang Zhonghai, Party Secretary of Rural Economic Research Center of Ministry of Agriculture and Rural Affairs, Zhang Huarong, former director of China Green Food Development Center, Huang Jingyi, president of China Quality Agricultural Products Development and Service Association, and Lu Fangxiao, president of China Fruit Circulation Association,Lu Juan, director of China Agricultural Brand Research Center of China Agricultural University, Sun Dongsheng, deputy director of Institute of Agricultural Economics and Development of Chinese Academy of Agricultural Sciences, Jiao Hong, secretary-general of Farmers Daily, Zhou Zhiyi, editor-in-chief of China Famous Brand magazine, Liang Jian, CEO of food industry headline, Qiao Zhiwei, founder of JD.COM Farm, etc. all spoke highly of the book, and put forward pertinent suggestions for the future work of the "Agricultural Famous Brand Interview Plan".

Author: Farmers Daily China Rural Network reporter Li Yining

Farmers Daily Client March 22, 2024