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Wang Yong: High-quality development of agriculture and exploration of standardized branding of agricultural products

author:Pengcheng Liaoning

Exploration and suggestions on high-quality agricultural development and standardized branding of agricultural products in rural revitalization

——Wang Yong's speech at the first Boao International Creative Agriculture Forum in 2023

Distinguished leaders, distinguished guests, friends from the creative agricultural community, ladies and gentlemen, friends,

It is a great pleasure to participate in the first Boao International Forum on Creative Agriculture.

Congratulations on the successful convening of the first Boao International Creative Agriculture Forum in 2023! With the purpose of "developing creative agriculture that nourishes the heart and beauty, building livable and workable and beautiful villages", and with the mission of "strengthening agriculture and rejuvenating agriculture, promoting rural revitalization, serving rural construction, promoting rural prosperity, and contributing creative agricultural strength to accelerating the construction of an agricultural power", the "Boao International Creative Agriculture Forum" focuses on international agricultural hot spots, comprehensively studies and judges the situation, shares insights, and at the same time grasps the opportunity of building an agricultural power and promoting the comprehensive revitalization of rural areas, and promotes international academic exchanges between creative agriculture and rural tourism, one village, one product, and leisure agriculture. It is of great significance to drive agricultural efficiency, farmers' income, and rural beauty, and promote the complementary advantages and win-win development of Hainan's creative agriculture and creative agriculture at home and abroad. In particular, I was deeply inspired by the wonderful speeches and incisive views of the experts and scholars.

Wang Yong: High-quality development of agriculture and exploration of standardized branding of agricultural products

On the occasion of the first Boao International Forum on Creative Agriculture Academic Exchange Month, I would like to share my views with all guests and friends in writing.

First, the connotation of high-quality agricultural development

Improve the agro-ecological environment and promote green agricultural production methods; Improve agricultural total factor productivity with the support of agricultural science and technology;

Optimize the agricultural structure and promote the integrated development of primary, secondary and tertiary industries in rural areas; Optimize the production and supply of agricultural materials, and strengthen scientific guidance on the use of agricultural materials; Improve the comprehensive quality of agricultural operators and pay attention to the production of agricultural products; Strengthen the construction of agricultural product quality certification system and build high-quality agricultural product brands; Further improve fiscal and financial support policies and effectively provide financial guarantees; Government departments at all levels attach great importance to promoting high-quality agricultural development and improving the assessment mechanism for leading cadres.

Second, industrial revitalization of rural revitalization

The revitalization of rural industries requires the "troika" of government, enterprises and social organizations, driven by scientific and technological innovation and cultural creativity, in order to set sail smoothly, travel smoothly and reach the goal.

(1) The role of the government

The role of the government is mainly reflected in planning guidance, policy support, public welfare investment, public branding, market "bringing goods", strengthening the rule of law and industry norms. A scientific and pragmatic plan adapted to local conditions, people's conditions can establish the right direction for the revitalization of rural industries and lead the road to success. Otherwise, it may play a role in weakening or even destroying. In terms of policy support, it is necessary to implement a tax policy of light taxes and low fees, a land use policy with clear ownership, and a benefit distribution policy for who invests and who benefits, so as to mobilize the enthusiasm of the whole society.

As the main body of public welfare investment, the government should play a guiding role, match the operation mechanism of public welfare investment with the profit operation results, and adopt discounted interest and subsidies for rural industrial revitalization projects to drive social capital investment, encourage the active participation of investment entities of various natures, and ensure a certain return on investment entities.

The government should work to strengthen the rule of law, create a fair business environment, enhance local public brands, and empower entrepreneurs, investors and operators. Local leaders can also market local specialty industries and products, and even "bring goods" live.

(2) The role of enterprises

Enterprises should become the main operators of rural industrial revitalization, and effectively drive other market entities such as farmers' cooperatives, family farms, large professional households, and small and micro enterprises. In particular, as the pillar of agricultural industrialization, the bridge and link connecting farmers and the market, leading enterprises are also the direct main body of intensive processing, series development and transformation of agricultural and sideline products, with the guiding function of guiding technology-based large-scale production, the service function of supporting the production base of agricultural and sideline products, the value-added function of developing the comprehensive utilization of intensive processing, and the expansion function of entering domestic and foreign markets, and have an irreplaceable and indispensable important position and role in the revitalization of rural industries. The scale, quality and level of production and operation of leading enterprises determine the scale, quality and level of rural industrial development. Only then do they have the ability to develop markets, resist risks, transmit technology, and balance interests (feeding back farmers and herdsmen). Facts have proved that grasping a leading enterprise well can drive an industry, lead a group of subjects, and bring the rich people, which is the key to the revitalization of rural industries.

(3) The role of social organizations

Social organizations can play an important role in the revitalization of rural industries. First of all, as a public platform and public welfare platform, social organizations are oriented to the whole world and the whole society, and can become channels for docking with relevant foreign institutions. All funds, technology, talents, information, feelings, love, etc. that are beneficial to the development of rural industries can be gathered on this platform and play a great role. Second, out of the greatest public interest in protecting the human ecological environment, national development and national survival, social organizations can play some coordination roles between departments, enterprises, institutions and among themselves. Moreover, social organizations are suitable agitators. Through various forms of publicity, exhibition, commendation and funding, we will widely mobilize and encourage people of insight from all walks of life, at home and abroad, private capital and social forces to actively participate in the great cause of rural revitalization.

Third, industrial revitalization should be driven by scientific and technological innovation and cultural creativity

Scientific and technological innovation is the source of power for promoting rural revitalization and developing rural industries. It is necessary to emphasize the combined application of technology pilot, market and pilot science popularization, pay attention to the innovation and integration of ecosystem engineering, as well as the screening, cultivation and promotion of new varieties, adhere to the widespread use of advanced and practical science and technology in all links of the ecological industry chain, especially pay attention to technological integration and innovation, greatly improve the scientific and technological content of the entire industrial chain and the quality grade of final products, enhance product market competitiveness, and help high-quality development.

Promote the strategy of standardized production and branding of rural industries with scientific and technological innovation and cultural creativity. Pay attention to the excavation of local historical and cultural traditions, support the branding strategy with "cultural creativity + product quality", and empower the revitalization of rural industries.

Focusing on the difficulties, pain points and key points of rural industry revitalization, formulate quality standard systems and production technology regulations with reference to internationally accepted standards, and gradually form a quality standard system for ecological breeding, production management, intensive processing, green packaging, and cold chain logistics with international-national-industry standards as the main and community-local-enterprise standards as the supplement, and complete operational specifications in all links of the industrial chain. Leading enterprises are required and encouraged to take the initiative to introduce the implementation of product quality standards and corresponding technical and technological requirements into farmers, drive the standardized production of farmers and bases, create high-quality products and brand-name products, and enhance the competitiveness of products in domestic and international markets

Fourth, the branding of agricultural products

Agricultural product branding refers to a series of activities in which agricultural product operators design a personalized brand for their products according to market demand and local resource characteristics, and obtain trademark rights, so that the brand can be continuously recognized by consumers in the process of operation, establish a brand image, expand market share, and achieve business goals.

Introduction to the characteristics of agricultural product branding:

The branding of agricultural products helps to open up the agricultural product market, improve competitiveness, increase the added value of agricultural products, and promote the marketization of agricultural product production and operation.

The characteristics of agricultural product branding are:

The branding of agricultural products is an efficient, accurate and intensive market behavior; The branding of agricultural products is based on the integration of various resources; The branding of agricultural products is the creation and integration of new economic factors and super-economic factors; Agricultural product branding marketing is a comprehensive marketing and the branding of agricultural products has a regional nature.

Significance of branding of agricultural products:

(1) The branding of agricultural products can reduce the cost of product promotion for agricultural enterprises

In order to survive and develop, agricultural enterprises must consider reducing the cost of promotion and improving the efficiency of promotion. Due to the wide variety of agricultural products in the market, fierce competition, and consumers are troubled by a multitude of information, agricultural enterprises in the market to introduce the function, characteristics and quality of agricultural products one by one is not easy to attract the trust and attention of consumers. Consumers fall into the "explosive growth" of information, and have a sense of rejection of new information, which brings difficulties to the product promotion of enterprises; Promoting unbranded products can make it difficult for consumers to trust or remember messy information. However, if agricultural enterprises adopt a brand strategy and use brands to "package" agricultural enterprises and product information to present to consumers, they can achieve twice the effect with half the effort, and achieve the purpose of reducing the promotion costs of agricultural enterprises and increasing sales.

(2) The brand operation of agricultural products can promote the profit growth of agricultural enterprises

Agricultural product brands can overcome the phenomenon of adverse selection in the agricultural product market, which is conducive to promoting the growth of agricultural enterprises' profits. With the economic development and the improvement of income level, consumers have a strong demand for high-quality agricultural products, but they are afraid to distinguish the quality of agricultural products, and dare not buy producers to promote high-quality agricultural products. If there is a system to ensure that agricultural producers supply high-quality agricultural products, consumers will not hesitate to buy this product.

The "brand" as a system is adhered to by producers who benefit in the long term, and consumers can buy branded agricultural products that they can trust with confidence. Because brand agricultural products are limited by the level of agricultural technology such as breeding, cultivation and breeding, as well as natural conditions such as production soil and water quality, the planting area and breeding quantity of branded agricultural products cannot meet the needs of all consumers for branded agricultural products, and branded agricultural products have been in short supply for a long time. The price of branded agricultural products must be higher than the equilibrium price, which will also produce a surplus of producers. The more obvious the state of short supply and demand, the more surplus producers will be and the greater the profits of enterprises. Therefore, while solving the adverse selection of the agricultural product market, the brand will directly increase the effective demand of consumers and promote the growth of corporate profits.

(3) Branding of agricultural products to promote the sustainable growth of agricultural enterprises

The purpose of agricultural enterprises to build brands is to build brands and give full play to the function of brand value, so that agricultural enterprises can grow sustainably. The success of "brand" construction determines whether the growth of the enterprise is sustainable. The brand determines the consumer's choice behavior, and the consumer's choice behavior is based on the benefit of the product.

Fifth, standardization of agricultural products

For the high-quality development of national cash crops and the improvement of the "three products and one standard" of the planting industry, it is necessary to deeply study and implement the spirit of the 20th National Congress of the Communist Party of China, firmly establish the concept of big food, adhere to the problem-oriented and systematic concept, deeply analyze the new situation and new requirements, identify the main points of attack, accelerate the high-quality development of cash crops and characteristic industries, and help comprehensively promote rural revitalization with practical actions.

Accelerating the high-quality development of cash crops is the need to implement the concept of big food, adapt to the changing trend of the people's food structure, and promote farmers to increase income and become rich, and it is also an effective way to break the resource constraints such as cultivated land, coordinate the development of grain economy, and improve the quality, efficiency and competitiveness of the economic industry.

All localities should further enhance their sense of responsibility and urgency from the overall situation and strategic height, seize opportunities, increase efforts, accelerate the transformation and upgrading of the economic industry, and improve quality and efficiency.

In line with the requirements of high-quality development, there are still many problems and shortcomings in the production of cash crops in the mainland. It is necessary to adhere to the problem-oriented, complete, accurate and comprehensive implementation of the new development concept, adhere to the concept of big food, coordinate the coordinated development of grain economy, ensure quantity, diversity and quality, take the construction of an industrial system, production system and management system for the high-quality development of cash crops as the goal, strengthen market orientation and innovation driven, implement suitable for regional and seed, green standardized mechanized production, develop appropriate scale operation and socialized services, focus on improving total factor productivity, take appropriate scale, reasonable structure, distinctive characteristics, advanced model, The road to environmentally friendly high-quality development. It is necessary to strengthen leadership, strengthen cooperation, link up and down, and take multiple measures at the same time to solidly promote the high-quality development of the cash crop industry.

First, strengthen the top-level design drive.

Adhere to the appropriate area and orderly development, and avoid blind introduction and disorderly expansion. Adhere to the principle of not competing with grain for land, and strictly prohibit the cultivation of fruit and tea on permanent basic farmland and high-standard farmland.

The second is to gather resources and drive it.

Coordinate and make good use of support policies such as industrial integration development, subject cultivation, quality and safety, flexibly use financial services, actively guide social investment, and form a diversified investment pattern.

The third is to clarify the main direction of attack and promote.

Focusing on the improvement of "three products and one standard" in the planting industry, accelerate the selection and breeding of high-quality cotton, double-height sugarcane, special fruits and vegetables, promote the transformation of old fruit tea gardens, implement green production methods for reducing chemical fertilizers and pesticides, and create a number of demonstration models.

The fourth is to strengthen industrial integration.

Demonstrate and promote order production models such as "according to Tuso vegetables" and "according to Tuso fruit", accelerate the promotion of the "Internet +" business model, create a number of well-known brands, develop new industries and new formats such as leisure picking according to local conditions, and realize the unity of industrial prosperity, people's prosperity and ecological beauty. (The author is the Secretary-General of the Standard Certification Professional Committee of China Quality Agricultural Products Development Service Association)

Responsible editor: Xiao Lizhi MX010

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