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In the new era, "rural revitalization, industry first; "Industrial revitalization, brand leading" has become a social consensus. The agricultural and rural departments across the country regard brand building, especially the construction of regional public brands of agricultural products, as an important content and strategic grasp of the local "three rural" work. How to carry out agricultural brand building? How to cultivate high-quality brands and improve the quality of agricultural brand building? This issue of "China Famous Brand" interviewed Jia Xiao, a well-known domestic agricultural brand expert.
"China Famous Brand": We pay attention to your latest publication of "Interview with Agricultural Famous Brands", which summarizes and includes ten well-known agricultural brand cases such as Yangcheng Lake hairy crab, Gannan navel orange, West Lake Longjing, Wuchang rice, Luochuan apple, Yanchitan sheep, Xinhui tangerine peel, Pixian douban, Korla fragrant pear, Shouguang vegetables, etc. Tell us about your biggest feelings and takeaways from these top 10 case interviews? What do these 10 cases have in common?
Jia Xiao: The interview of the top ten well-known agricultural brand cases has gained a lot, and the four points are the most profound.
First, the growth experience of these ten well-known agricultural brands interprets that "success is not achieved overnight", and also confirms what we often say: brand is the precipitation of years and the gift of time. Brand building must be a long-term effort to be successful.
Second, the history of these industries is long and short, but they all have "key points", or strategic actions. They play a key role in the development of the industry. For example, Wuchang rice has changed its fate due to new varieties, and Shouguang vegetables have grasped the market circulation to open up the industry's "second vein".
Third, many things that were considered "innovative" at the time are all common sense and basic laws when looking back now. These common senses and basic laws are the basic elements that contribute to the success of the industry.
In addition to the above points, there is also a great feeling that brand is the core competitiveness and brand is the industrial moat.
Regarding the common points of the cases, although the industry types and product attributes of the top ten well-known agricultural brand cases are different, if you look at it from the perspective of "success", there are indeed some commonalities.
First, they follow the basic law of agricultural development - "watch the sky and eat". These top 10 brands are located in different locations, natural conditions and climates are very different, but they are all the most suitable industries for development in the local area. At the same time, because of the unique natural endowment, the unique quality of the product is bred, so as to ensure that the brand building wins at the starting point. For example, the quality of the Korla fragrant pear in Xinjiang and the Korla fragrant pear planted in the Peacock River Basin of Bazhou is better than that of other places, and even the taste is completely different. Agricultural products, especially landmark products, have a strong geographical nature. One side of the water, the land and one side of the property.
Second, they conform to the laws of the market. In the market, the product is the foundation, and the brand is the soul. In the context of abundant product supply and product homogenization, the decisive market requires both quality and brand. All of these ten brands are well-known regional public brands. Relying on regional public brands and taking product brands as the main body, it is the support for them to be known throughout the country and sold to the world.
Thirdly, administrative impetus is an important factor in their success. Especially in the early stage of industrial development, administrative promotion played a decisive role. For example, Luochuan apples have achieved today's "apple light" because of "one term after another", and several county party secretaries and county magistrates have worked together to manage them. In Ganzhou, Jiangxi, in the early years, in the atmosphere of "cadres who don't plant navel oranges are not good cadres", there was a "hurricane all the way" of navel oranges in southern Jiangxi.
China Famous Brand: As one of the earliest agricultural brand researchers and builders in mainland China, you have been advocating and emphasizing "using regional public utility strategies to promote agricultural branding" in the past few years. Today, the construction of regional public brands of agricultural products has become a beautiful landscape for the construction of agricultural brands in mainland China. In your opinion, what is the process of the development of regional public brand building of agricultural products in mainland China?
Jia Xiao: I think the development process of regional public brand building of agricultural products in mainland China can be divided into four stages: the obscurantist period, the impulsive period, the rational period and the mature period.
The term "period of obscurantism" is not difficult to understand in its literal sense. During this period, people do not know much and do not understand the role of regional public brands of agricultural products, and even many people do not approve or even oppose the construction of regional public brands because of the mistakes of brand cases. However, with the practice of all parts of the country, and the influence of more and more successful cases, at the end of 2013, the "China Agricultural Products Brand Development Research Report" was released, which clarified the value of regional public brand building of agricultural products, and proposed that regional public brands are one of the three types of agricultural product brands in mainland China. This report was issued by the former Ministry of Agriculture, and in a certain level and sense, it can be regarded as an "official announcement" to affirm the regional public brand of agricultural products. The release of this report also announced the end of the "period of ignorance" and the beginning of the "period of impulse".
Entering the "impulse period", with the introduction of various policies, under the promotion of local governments at all levels, the enthusiasm for the construction of regional public brands of agricultural products is high. The practice of the "pioneer areas" is mainly imitated in various localities, and because of indiscriminate copying, it has led to the proliferation of erroneous patterns. For example, the "one brand with multiple products" or the sharing of one brand of agricultural products in many regions is caused by blind imitation. There are also some misunderstandings, such as simply understanding brand building as a face project such as advertising and image design, and not paying attention to industrial construction. These are all phenomena and characteristics of the impulsive phase, and of course, I think this is also the way for this field to mature.
The "rational period" is that everyone is not blind to the construction of regional public brands of agricultural products, and begins to learn dialectically. First of all, it is reflected in the model, "one brand, one product" has become the mainstream, and brand building and industrial construction are combined. Brand building becomes a system engineering.
The fourth stage is the "maturity stage". This means that brand building has become a part of industrial development, and brand leading industrial development has become the norm. Everyone no longer creates a brand for the sake of creating a brand, but consciously takes brand building as a part of industrial development, and leads the high-quality development of the industry through branding.
At present, we are in a period of transition or coexistence from the "impulsive period" to the "rational period". On the one hand, because of the early lessons, many places have returned to the right path of regional public brand building; On the other hand, we continue to summarize successful experience and practices to improve the level of agricultural brand building.
China Famous Brand: The views and phenomena you talked about are very clear. Over the years, you and your team have always had many clear views, such as "the construction of regional public brands of agricultural products should be 'multiple-choice'", such as "one brand, one product" should be based on "one county, one industry", please talk about the understanding behind this.
Jia Xiao: We often say that the construction of regional public brands of agricultural products should first be a multiple-choice question. Because the basis of the regional public brand of agricultural products is the product, and the product originates from the industry. Therefore, the construction of regional public brands of agricultural products should first do "multiple choice questions", that is, to create a brand around which industry.
Of course, there may be more than one industry in a place, but from a practical point of view, there is only one industry in a period of time to build a regional brand of agricultural products. This is because, from the perspective of resource elements such as "people, money, and materials", the more focused they are, the easier it is to succeed. The financial resources of many places in the country are not enough to support the creation of multiple industrial brands in the same period. On the other hand, although there is more than one industry, there is only one of the most promising, advantageous and competitive industries. We emphasize the need for "one county, one industry", not to say that a place only develops one industry, but to focus on one industry. Taking brand building as an opportunity, we will make this industry a regional business card and become a fist industry and ace industry for local rural revitalization.
"One county, one industry" is the idea of developing the industry, and "one brand, one product" is the brand building model, which must be "one radish and one pit". "One brand, one product" plays a leading role in brand leadership and attracting consumers. If you grab your eyebrows and mustaches, in the end, the bamboo basket will be empty, or the thunder will be heavy and the rain will be small, and after a period of excitement, there will be nothing left. This not only wastes a lot of limited and valuable resources, but also often misses out the best opportunities for local industry development.
We carry out large-scale investigation and research on China's famous agricultural brands, hoping to use the experience of those who have experienced the test of time and market to tell you what is the right path and method, and strive to make brand building go the right way and win at the starting point.
Source: Xinhua News Agency's "China Famous Brand" magazine No. 5, 2024