On March 22, the launch ceremony and expert seminar of "Interview with Agricultural Famous Brands" co-sponsored by China Agricultural Press and Nongben Consulting was held in Beijing.
▲Yin Chengjie, former deputy secretary of the party group and vice minister of the Ministry of Agriculture, delivered a speech
▲Liu Tianjin, Secretary of the Party Committee, Chairman and President of China Agricultural Press, delivered a speech
The theme of this conference is "Learning from Role Models and Wisdom to Help Industrial Revitalization". Yin Chengjie, former deputy secretary of the party group and vice minister of the Ministry of Agriculture, attended the launch ceremony and delivered a speech. Liu Tianjin, Secretary of the Party Committee, Chairman and President of China Agricultural Press, delivered a welcome speech, Liu Yantao, Director of the Brand and Circulation Promotion Division of the Department of Market and Information Technology of the Ministry of Agriculture and Rural Affairs, was entrusted by the relevant leaders to speak, Huang Zuhui, founding dean and chief expert of the China Rural Development Research Institute of Zhejiang University, spoke as an expert representative, and Liao Mingsheng, President of Ganzhou Gannan Navel Orange Association, spoke as a representative of the agricultural brand-name production area. Zhu Enlin, first-class inspector of the Planting Industry Management Department of the Ministry of Agriculture and Rural Affairs, Wang Zhonghai, Secretary of the Party Group of the Rural Economic Research Center of the Ministry of Agriculture and Rural Affairs, Liu Aifang, Editor-in-Chief of the China Agricultural Film and Television Center, Zhang Hongyu, President of the China Agricultural Risk Management Research Association and former Director of the Department of Rural Economic System and Operation Management of the Ministry of Agriculture and Rural Affairs, Executive Vice President of the China Green Food Association, Zhang Huarong, former director of China Green Food Development Center, Huang Jingyi, president of China Association for Quality Agricultural Products Development and Service, 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 the Institute of Agricultural Economics and Development, Chinese Academy of Agricultural Sciences, Wang Wenhui, researcher of the Institute of Pomology, Chinese Academy of Agricultural Sciences, Jiao Hong, secretary general of Farmer's Daily, Yang Jiudong, director of the Economic Department of Farmer's Daily, Guo Wenwen, director of the new media center of China Rural Magazine, "China Famous Brand" Nearly 100 people, including Zhou Zhiyi, editor-in-chief of the magazine, Zhang Chao, president of China Brand magazine, Liang Jian, CEO of Food Industry Toutiao, Qiao Zhiwei, founder of Jingdong Farm, Cai Jianfei, founder of the Asian Fruit Club, and representatives of the top ten agricultural brand-producing areas attended the meeting to witness the release of the new book. Yuan Rong, director, deputy editor-in-chief and deputy general manager of China Agriculture Press, presided over the meeting.
New media platforms such as China Sannong Release, Food Industry Toutiao, and Asian Fruit Club broadcast the event live, and more than 1.8 million viewers across the country watched the live broadcast.
Learn the wisdom of "role models" to help the revitalization of the industry
It is reported that in January 2024, "Interview with Famous Agricultural Brands" will be published by China Agricultural Press and distributed nationwide. The book is the first monograph in China to systematically summarize the experience of China's agricultural brand construction, and includes the top ten well-known agricultural brand cases in mainland China. In the past four years, Jia Xiao, the founder of the author's Nongben Consulting, has walked into Yangcheng Lake hairy crabs, Gannan navel oranges, West Lake Longjing, Wuchang rice, Luochuan apples, Yanchitan sheep, Xinhui tangerine peel, Pixian douban, Korla fragrant pear, Shouguang vegetables and other production areas, talked to their industry managers and brand operators, restored the development process of these well-known brands, explored the successful experience, and wrote this book.
"With the implementation of the strategy of comprehensive rural revitalization and accelerating the construction of an agricultural power, the construction of agricultural brands has entered a new stage. This book systematically studies and summarizes the development path and construction experience of well-known agricultural brands in the mainland, and can play a good role in boosting the construction of agricultural brands in the mainland and helping the comprehensive revitalization of rural areas. In his speech, Comrade Yin Chengjie highly affirmed the book "Interview with Famous Agricultural Brands". At the same time, he pointed out that it is necessary to accelerate the innovation and development of agricultural brand building in the new era, 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 special agricultural product brands as the core.
▲Liu Yantao, Director of the Brand and Circulation Promotion Division of the Market and Information Technology Department of the Ministry of Agriculture and Rural Affairs, delivered a speech
"Interview with Agricultural Famous Brand" is a masterpiece of the theme of agricultural brand launched by China Agricultural Press, and Yin Chengjie, former deputy secretary of the Party Group and Vice Minister of the Ministry of Agriculture, personally made a preface, which is an important reference value for us to accurately grasp the brand in the construction of an agricultural power and comprehensively promote the brand to strengthen agriculture. Director Liu Yantao said in his speech that agricultural branding is a system project, but also a long-term project, whether it is a government department or a market entity to uphold patience, perseverance, ingenuity, look forward to more such masterpieces, with a higher position, a wider vision insight to summarize the mainland's agricultural brand building of the first line of hot practice.
▲Jia Xiao, founder and chief expert of Nongben Consulting, delivered a speech
"In the mainland, agricultural brand building is a 'new topic', and 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 industry for 18 years, in practice, we deeply feel the lack of ideas and methods, and see that because of the lack of methods, the phenomenon of detours or even wrong roads in agricultural brand building and industrial development occurs from time to time, which not only wastes resources, but also often delays the development opportunity. Therefore, we came up with the idea of summarizing practical experience and building a method think tank, and launched the 'Interview with Famous Agricultural Brands' program. When Jia Xiao shared his experience in creating a new book, he said that the greatest significance of industrial revitalization, brand leadership, brand building, and role model leadership is to learn from the "Chinese plan" interpreted by these Chinese role models with actions and absorb the "oriental wisdom" precipitated over the years. In the future, he and his team plan to interview 90 more famous agricultural brands in nine years, and build the "Interview with Famous Agricultural Brands" into a "think tank" for China's agricultural brand building.
"Three rural" experts gathered to discuss the way of brand building in the new era
In the new era, how to carry out agricultural brand building and how to promote industrial revitalization, what are the key points and difficulties...... At the expert seminar, Ye Xingqing, Huang Zuhui, Zhang Hongyu, Wang Zhonghai and other leaders and experts had a heated discussion.
▲Ye Xingqing, Director of the Rural Economy Research Department of the Development Research Center of the State Council, delivered a speech
"Brand strong agriculture is a very important incision to accelerate the construction of an agricultural power. Industrial revitalization is a top priority. The mainland's 'small-scale agriculture' has high production costs, and a common problem it is now facing is 'low growth', and the degree of internal and external competition and involution in agriculture is probably more serious than that of other industries. In this context, in order to put agriculture on the road of high-quality development, it is necessary to 'cover high costs with high prices, and high prices support high prices'. Ye Xingqing believes that in the context of accelerating the construction of an agricultural power, it is necessary to understand the construction of agricultural brands from the height of what kind of road China's agriculture should take. He proposed that it is necessary to correctly understand the relationship between variety, quality and brand, to strengthen the summary of the growth law and experience of agricultural brands with Chinese characteristics, to keep pace with the times and innovate to promote the construction of agricultural brands, and to increase the investment and support of agricultural policy systems for agricultural brands.
▲Huang Zuhui, founding dean of the China Rural Development Research Institute of Zhejiang University, delivered a speech
Professor Wong Cho-fai shared his thoughts on the public utility and operation of agricultural brands. "The biggest difference between regional public brands and other brands is publicity, which is led by the government to create and be shared to drive more farmers to increase their income. However, this inevitably leads to 'free-riding' behavior, which affects the sustainable and healthy operation of the brand. Professor Huang Zuhui said that how to operate a good brand needs to be combined with reality and innovate and design different institutional models. This requires scientific and technological, cutting-edge, and subversive exploration, as well as the matching and interaction of various elements to form high-quality productivity. Behind the support, otherwise the brand is difficult to sustain.
▲Zhang Hongyu, former director of the Department of Rural Economic System and Management of the Ministry of Agriculture and Rural Affairs, delivered a speech
Zhang Hongyu talked about three thoughts from "how to reflect the leading role of the government in brand building". First, the government should be good at being big and small. It is very important to be bigger, but the brand is not equal to the output, and how to control and grasp this "big" is very important. Second, the government should not only be good at the front end, but also be good at the back end. The front end is the production link, the back end is the brand operation management, how to make the price and quality in the middle is the same sign, you 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 creating the new, and need to have more innovation and creation from "0 to 1", which is the new quality of productivity.
At the seminar, Wang Zhonghai, Secretary of the Party Leadership Group of the Rural Economic Research Center of the Ministry of Agriculture and Rural Affairs, Zhang Huarong, former Director of the China Green Food Development Center, Huang Jingyi, President of the China Quality Agricultural Products Development and Service Association, Lu Fangxiao, President of the China Fruit Circulation Association, Lu Juan, Director of the China Agricultural Brand Research Center of China Agricultural University, Sun Dongsheng, Deputy Director of the Institute of Agricultural Economics and Development of the Chinese Academy of Agricultural Sciences, Jiao Hong, Secretary-General of Farmer's Daily, Zhou Zhiyi, Editor-in-Chief of China Famous Brand Magazine, Liang Jian, CEO of Food Industry Toutiao, Qiao Zhiwei, the founder of Jingdong Farm, and more than a dozen other experts spoke highly of the book "Interview with Famous Agricultural Brands", and put forward pertinent suggestions for the future work of the "Interview Program with Famous Agricultural Brands".