Hot additive-free stone-ground soybean milk, fragrant fried tofu, tender tofu, old bean curd...... As soon as the morning dawned, the staff of Henan Shitong Food Co., Ltd., located in Xinzheng City, began to arrange the loading of goods into the car, enter the cold chain for preservation, and go straight to the major franchise stores, supermarkets and restaurants across the country.
With the blessing of the title of "Henan Excellent Products", Shitong Food, as a leader in the soybean products industry, has more confidence.
Henan is a large agricultural province with a rich variety of agricultural products, in order to form a brand aggregation effect and increase the influence and competitiveness of Henan's agricultural brand, the first document of the provincial party committee in 2023 clearly proposes to build a "large and excellent" bulk agricultural product brand, a "small and beautiful" characteristic agricultural product brand, and an overall brand building of "Henan Agricultural Excellent Products" to improve the comprehensive benefits of agricultural operation.
In March this year, the provincial government issued the "Notice on Printing and Distributing the Implementation Plan for the World Movement of Henan Agricultural Products (2024-2026)" (hereinafter referred to as the "Implementation Plan"), emphasizing that Henan Agricultural Investment Group should promote the market-oriented operation of the overall brand of "Henan Agricultural Products", accelerate the promotion of brand strong agriculture, strengthen the construction of public brands in the provincial agricultural region of Henan Agricultural Products, and promote the transformation of our province from "Chinese granary" to "Chinese kitchen" and "world table".
Since the promulgation of the "Implementation Plan", Henan Grain Investment Group, as the main body of the "Henan Agricultural Excellent Products" brand operation, has actively taken measures such as publicity and promotion, resource integration, and channel broadening, and has made great efforts to build the "local specialties" of our province's "respective luminous products" into "Henan Agricultural Excellent Products", and opened the road of accelerated development of brand agriculture.
Do a good job of "farming" articles
On the weekend, at the Huanghe Road store of Henan Grain Investment China Good Grain and Oil, the slogan of "original ecology, origin, and more assured" was particularly conspicuous, and customers came to the store to purchase rice, flour, grain, oil and other agricultural products one after another.
"Like these green flour, vegetable oil, etc., are very popular with the people. The store staff said while stacking the goods.
In December last year, our province held the launching ceremony of the Henan Agricultural Products World Tour and the Shanghai Exhibition and Sales Activities in Shanghai.
A good product is the first step to building a good brand. Henan has fully done a good job of invigorating the "native products", constantly strengthening the leader, supplementing the chain, developing the business format, building the brand, and promoting the upgrading of the whole chain of rural industries, and has been identified as 632 national famous and excellent new agricultural products, ranking second in the country, and has created a total of 7 national advantageous and characteristic industrial clusters, and cultivated 4,495 leading enterprises in agricultural industrialization.
Fan Na, general manager of Henan Yuliang Good Grain and Oil Co., Ltd., said: "At present, the promotion of Henan agricultural products, in the province, mainly relies on Henan Grain Investment Group's good grain and oil chain stores and consumer support stores; ”
If you want to call the "Yu Nong Excellent Product" brand, you need to have an executive body to pick up the relevant burden. Since February this year, Henan Grain Investment Group has adhered to the "real" as the basis, "investment" as the foundation, and "new" as the point, and comprehensively promoted the database construction, market research, channel expansion and brand building, promotion, marketing and other series of work of the overall brand of "Henan Agricultural Excellent Products", adhering to the concept of "green, high-quality, characteristic and branding", building a number of publicity and promotion platforms, and carrying out a series of publicity activities to promote the production and marketing of Henan Agricultural Excellent Products, calling for brands, laying out Henan, going to the whole country and enjoying overseas reputation.
Make the "Yu" brand bigger
"Last New Year's Festival, our sweet potato vinegar was seen by everyone, and from the beginning of the year to the present, the sales have been good!" said Zhang Linlin, head of the vinegar industry in Zhanglin County.
In January this year, Zhang Linlin appeared at the 2024 Goods Festival of Henan Agricultural Excellent Products with sweet potato vinegar, and at the New Year's Festival, he introduced the characteristics of his hometown to his parents and fellow villagers, which not only let more people know about sweet potato vinegar, but also won the recognition of many people.
"On the first day of the New Year's Festival, I reached a cooperation intention with a buyer, and after the end, there were supermarkets and market people who contacted me to order, and we were not afraid of deep alleys!" The real results strengthened Zhang Linlin's confidence, "I will continue to adhere to the traditional vinegar process, develop more new products, expand the scale of the industry, and build a good Henan sweet potato vinegar brand." ”
"Focusing on building industrial support enterprises and expanding the industry by supporting enterprises" is the development criterion of Henan Grain Investment Group. "For a long time, Henan Grain Investment Group has been contributing to the comprehensive revitalization of rural areas, serving the innovation-driven high-quality development of our province, and building a modern industrial system. We hope that by building a high-quality brand or enterprise in the province, we can call for excellent products in Henang, and at the same time feed back agriculture and innovate brand value. Kong Fanming, deputy general manager of Henan Grain Investment Group, said.
But how does the brand take off, how does it complete the butterfly transformation?
He said that in the future, Henan Grain Investment Group will always empower brand building according to the actual needs of enterprises, bring practical benefits and value to enterprises, and effectively incubate and grow a number of characteristic enterprises;
The "Implementation Plan" also makes it clear that by 2026, there will be more than 1,500 well-known agricultural brands at or above the provincial level, the pass rate of routine monitoring of the quality and safety of agricultural products will be stable at more than 98%, and a number of agricultural brand standards will be formulated with high quality and a number of agricultural boutique brands will be built.
With the development and growth of the "Henan Agricultural Excellent Product" brand, the province's agricultural brand will surely move from the original one-of-a-kind to a hundred flowers. In order to polish the gold-lettered signboard of "Henan Agricultural Excellent Products" more shiningly, Henan comprehensively sorted out the province's well-known agricultural brand catalog, selected the best of the best to establish the "Henan Agricultural Excellent Products" brand library, built a "regional public brand + enterprise brand + product brand" system, and simultaneously improved the entry and exit mechanism, greatly promoted the quality of agriculture, green agriculture, brand agriculture, and helped Henan to build a strong agricultural province.
Strengthen the new "superior" potential
On March 21, Henan Grain Investment Group just completed a "big move". They signed a strategic cooperation framework agreement with the Hungarian Henan Chamber of Commerce, and the two sides will give full play to their respective advantages, focus on the promotion of the "Henan Agricultural Excellent Products" brand, and carry out all-round and in-depth cooperation and exchanges in the economic and trade cooperation of agricultural products, deep processing of agricultural products, brand promotion, and industrial chain coordination, so as to jointly support and serve the construction of a strong agricultural province in Henan.
The signing of this contract is a specific practical action for Henan Grain Investment Group to fully implement the brand building of "Henan Agricultural Excellent Products", and it is the first step and key move for "Henan Agricultural Excellent Products to Go Global Tour" to truly go abroad and enjoy a global reputation.
The "Implementation Plan" also mentions that in order to allow more high-quality agricultural products to go out of Henan, our province will focus on the implementation of cultural empowerment, channel construction, creative planning, brand promotion, market development five major actions, and constantly improve the market appeal, competitiveness and influence of Henan agricultural products, so that more Henan agricultural products "out of the circle".
An idea can often help a product sell well. Henan Grain Investment Group actively sorts out the ideas and suggestions on the brand building of "Henan Agricultural Products", focuses on cultivating and expanding a number of leading enterprises, advantageous industrial chains, key industrial clusters and well-known brands, starting from the point and leading the area, doing live production and marketing docking, stringing the beads of Henan Agricultural Products into a chain, raising the new highland of Henan Agricultural Products, continuously improving the market awareness and reputation of Henan Agricultural Products, and entering the new "food" generation of Henan Agricultural Products.
It is reported that in the near future, Henan Grain Investment Group will set up a platform company for professional operation, and the market-oriented operation of Henan agricultural products will also be fully launched.
Wang Gang, Secretary of the Party Committee and Chairman of Henan Grain Investment Group, said: "Brand is an important symbol of high-quality agricultural development, and now it is the era of brand strong agriculture. Now Henan Province to build the "Henan Agricultural Quality" brand, hoping to bring a brand, a prosperous farmer, create a market, Henan Grain Investment Group will also take the initiative to consolidate the foundation of brand development, to create a high-quality, reputable "Henan Agricultural Quality" golden signboard, so that Henan Agricultural Products really sell better and better, so that more agricultural brands are strong and bright!"
Source: Henan Daily Rural Edition
Reporter: Jiao Mohan Intern: Zhao Jie Correspondent: Cui Jinqi