Jilin Rice Zhang Great Wall: to create a new business card for China's regional agricultural products

In recent years, "Jilin Rice", as a representative of China's regional agricultural products, has achieved rapid development in brand building: from 2019 to 2020, "Jilin Rice" topped the list of "China's Grain and Oil Influential Public Brands" for two consecutive years; in 2020, it was selected as "Xinhua News Agency National Brand Project".

Nowadays, "Jilin Rice" has developed into a "fresh sample" of the structural reform of the national grain supply side, and its brand influence, public reputation and market share have increased year after year, creating a "Jilin Speed" for regional public brand building. Recently, Zhang Changcheng, a second-level inspector of the Grain and Material Reserve Bureau of Jilin Province, was interviewed by Xinhua Net to answer the mystery of the rapid development of "Jilin rice".

Zhang Changcheng, second-level inspector of the Grain and Material Reserve Bureau of Jilin Province, participated in the 2021 "Inspirational 100 - 5·10 China Brand Day" series of activities in Shanghai

Innovative marketing model to expand the national market

Zhang Changcheng said that the "Jilin Rice" brand construction has entered the "fast lane" in recent years, and its industrial alliance enterprises have developed from the initial 7 to 69 now, and the annual output of medium and high-end rice has increased from 1.1 billion jin to 2.1 billion jin, and the "Jilin Rice" series of standard systems has been initially established. At present, more than 180 directly operated stores and more than 600 supermarket zones (counters) with "Jilin Rice" as the unified logo have spread throughout more than 20 provinces and cities across the country.

Behind the rapid growth is the innovation and development of the national market. It is understood that Jilin Rice has reached a strategic cooperation with Alibaba to promote the transformation and upgrading of its e-commerce platform. In the field of direct production and marketing, we have expanded the community sinking channels such as the "Happiness Granary" of Zhejiang Greentown Property, and realized the "one-stop" direct access of products from the production area to the community.

What is more concerning to the market is that the innovative marketing model of the 4.0 version of "Yoshida Subscription" exclusive rice field has been launched less than 3 years ago, and has attracted more than 20,000 units and individuals to become jilin exclusive rice field farmers, and the output benefit has reached 2-3 times that of ordinary rice fields. In Zhang Changcheng's view, the "Jitian subscription" model has realized the co-construction and sharing of the Jilin rice value chain, industrial chain and supply chain, especially the organic integration of product resources and production resources, and the superposition of ecological value with product value, resulting in the effect of "1+1>2".

Integrate industrial resources to promote industrial upgrading

In addition to marketing, the Jilin Provincial Grain and Material Reserve Bureau is also actively promoting the integration of industrial resources and accelerating the implementation of the "Jilin Rice +" strategy. This strategy aims to integrate high-quality regional agricultural brands, key enterprise brands and characteristic product brands in Jilin Province, and form a brand integration pattern of regional, enterprise and product trinity by formulating a unified logo of "Jilin Rice". After the establishment of the rice industry alliance with a unified identity, the dominant enterprises gathered together to become an important carrier of the "Jilin Rice" brand construction, which effectively solved the problem of enterprises fighting alone and not forming a joint force in the past.

"In this process, government departments such as the Jilin Provincial Grain and Material Reserve Bureau will set up a platform and cooperate with industry associations to serve enterprises well, let enterprises sing the leading role, and form a joint force for brand building." Zhang Changcheng said, "In addition to brand integration, we are also actively promoting the construction of industry standard system, which is also an important starting point for industrial integration and upgrading." ”

One of the signs of the standardization system mentioned by Zhang Changcheng is the "Jilin Rice Local Standards" that have been promulgated and implemented, as well as the group standards for four market-popular varieties such as "Jilin Rice Flower Fragrance", "Jilin Long Grain Fragrance", "Jilin Round Grain Fragrance" and "Jilin Xiao town". In addition, for rice harvesting, fielding, drying, warehousing and storage, the "Jilin Rice Harvesting and Storage 5T Standard" was innovatively launched to ensure the stable quality of the entire production process. The Jilin rice quality and safety traceability system will open the traceability of product quality information to ensure that the source of products can be identified, the flow direction can be traced, the information can be queried, and the responsibility can be pursued.

Relying on the Jilin Rice Alliance, the linkage of upstream and downstream upgrading of the industry has also been gradually launched. At present, the core enterprises of the alliance are extending upwards to promote the construction of the base, extending downward to expand marketing channels, and taking the "Jilin Rice" brand as the link, closely connecting the elements of production, processing and sales, and effectively promoting the integration of one, two and three industries. A new type of agricultural complex integrating leisure tourism, cultural tourism and entertainment, and agricultural festivals has emerged, relying on beautiful rice fields, and has become the focus and main force of rural revitalization.

Strengthen brand building to highlight brand characteristics

"Good rice is grown, and good brands are created." Zhang Changcheng believes that in order to manage the "Jilin Rice" brand well and highlight the characteristics of the brand, it is necessary to play two decks of cards.

The first is to play the cultural card well. Zhang Changcheng summed it up as "enriching the connotation of Jilin rice, changing jilin rice 'good rice' into 'famous rice', and 'famous rice' selling 'good price'". In order to achieve this goal, "Jilin Rice" has carried out in-depth excavation of local rice culture, published and distributed books such as "Gongmi" and "Rice Says Jilin", and filmed the documentary "The Story of Rice", which vividly tells the rice culture and historical inheritance of Jilin and is deeply loved by the audience. At the same time, a series of high-end forums and seminars were organized around the brand building of Jilin rice, inviting well-known experts and government leaders at home and abroad to participate, gathering the wisdom of production, learning and research to jointly analyze the quality connotation of Jilin rice "delicious, nutritious and safer", and published and issued the book "Decoding Jilin Rice", which made the most authoritative interpretation of Jilin rice "Good Rice Tiancheng" from a professional point of view.

The second is to play the characteristic card well. In recent years, combined with the regional characteristics of Baishan, Songshui and black soil in Jilin Province, Jilin Rice has formed three high-end product series of "eastern volcanic rock, central black soil and western weak alkaline soil". In this regard, Zhang Changcheng introduced: "The reason why these three series are launched is because the rice in the eastern part of Jilin Province has the characteristics of high mineral content, mainly selenium-rich rice; the western part combines the characteristics of weak alkaline soil, focusing on weak alkali rice; and the central part focuses on organic and green rice around the advantages of black soil resources." These ideas provide new selling points for Jilin rice in different regions of the province and expand the price space. ”

While digging deep into the brand connotation and building a brand system, Jilin Rice has further strengthened its cooperation with mainstream media. In 2020, Jilin Rice was selected as the "Xinhua News Agency National Brand Project" and entered a new stage of brand building. Zhang Changcheng is full of expectations for this cooperation. He expressed the hope that by strengthening cooperation with mainstream media such as Xinhua News Agency, it will attract more attention for the brand construction of Jilin rice and expand the influence of the Jilin rice brand.

At the end of the interview, Zhang Changcheng said that the Fifth Plenary Session of the Nineteenth Central Committee of the Communist Party of China proposed: "Promote the structural reform of the agricultural supply side, optimize the agricultural production structure and regional layout, strengthen the construction of grain production functional areas, important agricultural product production protection areas and advantageous areas for characteristic agricultural products, and promote high-quality grain projects." "It has pointed out the direction for Jilin rice to further promote the construction of Jilin grain brand in the next step and accelerate the high-quality development of the grain industry."

Looking forward to the "14th Five-Year Plan", the Jilin Provincial Grain and Material Reserve Bureau will, in accordance with the spirit of the Fifth Plenary Session of the 19th Central Committee of the Communist Party of China, accelerate the improvement of the top-level design of Jilin rice brand construction in the next five years, re-plan, re-exert and re-enhance the brand construction of Jilin rice, highlight the ecological advantages of Jilin And focus on creating an agricultural complex integrating leisure and entertainment, cultural experience, tourism, and agricultural festivals with Jilin rice "Jitian subscription" as the main model, integrating leisure and entertainment, cultural experience, tourism, and agricultural festivals, and attaching the unique ecological resource value of Jilin to "Jilin Rice" On the brand, promote the "Jilin Rice" brand to the whole country and the world.