In recent years, Shandong has conscientiously implemented the spirit of General Secretary Xi Jinping's important instructions such as "grain should also be branded", seized the opportunity of the national implementation of high-quality grain project policies, and made every effort to create a golden signboard of "Qilu Grain and Oil" to promote the high-quality development of the grain industry. In 2020, the total output value of Shandong's grain and oil industry reached 463.6 billion yuan. In the 2021 China Brand Value Evaluation List, the brand value of "Qilu Grain and Oil" ranked first in the "Regional Brand of Industrial Agglomeration Area".
Wang Weihua, director of the Shandong Provincial Grain and Material Reserve Bureau, And Liu Bowen/Photo
High starting point planning
Build a "Qilu grain and oil" brand system
The brand construction of "Qilu Grain and Oil" was included in the No. 1 document of the Provincial Party Committee, the key points of the work of the Standing Committee of the Provincial Party Committee and the work report of the Provincial Government. Formulate the "Implementation Opinions on Promoting the Construction of Shandong Grain and Oil Brand", scientifically plan the brand construction path, establish a construction system of "1 public brand + N regional characteristic products + N industrial business entities", and build a provincial, city and county, and enterprise brand pyramid structure. The provincial level worked together to create a public brand of "Qilu Grain and Oil", and determined that the brand image slogan was "The road is not exhausted qilu grain and oil is good". Support the city to build regional characteristic grain and oil brands, and have officially released 4 municipal regional brands. The Shandong Grain and Oil Industry Alliance was established, and the first batch of 34 "China's Good Grain and Oil" demonstration enterprises were absorbed, condensing the strength of grain and oil enterprises and entrepreneurs.
All-round upgrades
Build a "Qilu grain and oil" product system
Establish the first national grain industry science and technology innovation (Binzhou) alliance, wheat, corn, soybeans, high oleic acid peanuts four national technology innovation centers settled in Shandong, to provide a "national brand" platform for enterprise innovation and development. The first brand research institute in the national grain industry was established in conjunction with the Mass Press Group, and the "Qilu Grain and Oil" production and research incubation center was established in cooperation with the Provincial Academy of Agricultural Sciences. The province's grain and oil processing industry has 85 scientific and technological innovation platforms at or above the provincial level, with an annual R&D investment of nearly 2 billion yuan, and high-tech processing technology ensures the sustained and stable output of high-quality grain and oil products. Issued and implemented 7 group standards such as "Wheat Flour for Shandong Mantou" and unified quality with standards.
Great promotion
Shape the brand image of "Qilu Grain and Oil"
The province's grain industry has worked together to build a brand image and make "the road is not exhausted qilu grain and oil" deeply rooted in the hearts of the people. Actively participate in the China Grain Trade Conference, strengthen the inter-provincial production and marketing cooperation relationship, hold three consecutive Shandong Grain and Oil Industry Expo, carry out activities such as "Qilu Grain and Oil" China Tour and Entering the Community, and drive the new sales amount of enterprises to 10 billion yuan. In conjunction with the Hong Kong Trade Development Council to carry out overseas promotion, the first batch of 28 grain and oil enterprises entered the "HKTDC" online platform. Build the "Qilu Grain and Oil VR Cloud Exhibition Hall", hold the "Qilu Grain and Oil" Pattern Pastry Contest and the Grain Industry Internet Innovation Competition, and the brand display and promotion forms are more abundant. Using multimedia, all-round and three-dimensional publicity matrix to create a blockbuster, "Qilu Grain and Oil" won the "China Grain and Oil Influential Public Brand" for two consecutive years.
Informatization empowerment
Cultivating the "Digital Economy" of Shandong's Grain and Oil Industry
As a major feature of the "Qilu Grain and Oil" public brand building, it has built a "good grain with network" industrial Internet platform covering all aspects of production, purchase, storage and marketing, reshaped and transformed the grain industry chain and internal value chain, and promoted the full integration of a new generation of information technology and the grain industry. The "Good Grain Has Network" platform has now taken shape, with special functions such as community grouping, global marketing, multi-platform order management, etc., which can provide large and medium-sized grain enterprises with all-digital solutions such as raw grain procurement, sales ordering, quality traceability, logistics collaboration, and supply chain finance. Innovate business models, jointly build with large enterprises, share for small enterprises, and be the first to dock with the national good grain and oil trading platform, and initially build a multi-layer linkage industrial Internet platform. At present, the platform has settled nearly 400 enterprises, a total of 6665 commodities released, raw grain transaction volume of 996,000 tons, the cumulative transaction volume of the whole network of 2.812 billion yuan; the introduction of logistics, finance and other ecological partners, relying on the platform data resources has issued a total of 2.14 billion yuan of loans for grain enterprises.
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