Zhang Changcheng: Jilin rice brand innovation marketing model to build a new path of high-quality development

On December 5th, the 2020 China Entrepreneurs Boao Forum with the theme of "Promoting Entrepreneurship and Integrating into the New Development Pattern" was held in Boao Town, Qionghai City, Hainan Province. Zhang Changcheng, the second-level inspector of the Jilin Provincial Grain and Material Reserve Bureau and the director of the rice industry department, said in an exclusive interview with the media during the forum interview that jilin rice brand construction will continue to innovate the marketing model, further enhance the endogenous power and market influence of brand empowerment, explore high-quality development paths, and continuously meet market demand with high-quality services.

Zhang Changcheng, second-level inspector of the Jilin Provincial Grain and Material Reserve Bureau and director of the Rice Industry Division, was interviewed

Moderator: This is the interview room of the 2020 China Entrepreneurs Boao Forum, and we are very honored to invite Zhang Changcheng, second-level inspector of the Jilin Provincial Grain and Material Reserve Bureau and director of the Rice Industry Division, to participate in this interview. This year has been very extraordinary, and many industry markets have changed. First, you will introduce to us the current situation of Jilin rice brand building, and what countermeasures and highlights your bureau has done.

Zhang Changcheng: The epidemic is indeed a challenge for the food industry, and it is also a big test. After the outbreak of the epidemic, the grain department of Jilin Province organized enterprises in the province to resume work and production for the first time, took measures to ensure market supply, and the entire supply was changed from once a month to once a day; supermarkets and farmers' markets in important nodes of important cities changed from monthly reports to daily reports. In other provinces, especially provinces with relatively tight grain supply, including Zhejiang, Fujian and Beijing, we have focused on supporting and organizing enterprises to provide food support at the first time. The first rice that entered Beijing during the Spring Festival was sent by Jilin, and we also sent Jilin rice to Zhejiang for the first time. Especially during the most critical period of the "epidemic" in Wuhan, we organized 500 tons of rice to be sent to Wuhan on February 14. Through various guarantees of supply, the brand image and responsibility of Jilin rice have been enhanced.

Host: China is now building a new development pattern, how do you understand this, and where are the development opportunities for Jilin rice?

Zhang Changcheng: The new development pattern poses new challenges to us, but it is also an opportunity for Jilin. In the system of domestic large circulation, it is more conducive to giving play to the advantages of Jilin grain resources. I think that the domestic cycle brings opportunities for Jilin rice brand building, mainly focusing on creating a new model to build a new brand sales space, so that "good rice" becomes "famous rice" and "famous rice" sells "preferential prices", walks out of the "new grain road" of grain supply-side structural reform, and drives the construction and development of modern agriculture in Jilin Province.

Jilin rice brand construction has created a variety of marketing models, to ensure that the 1.0 version of the direct store model, the 2.0 version of the e-commerce platform model, the 3.0 version of the production area to the community of the through train model, and the 4.0 version of the "Yoshida subscription" model, and the domestic cycle, the domestic and international double cycle of the new development pattern set is extremely high, is bound to further enhance the influence of the brand, to achieve a win-win situation for all parties.

Host: We often say that scientific and technological innovation is the first driving force leading development, for Jilin Grain, how to promote scientific and technological innovation to cultivate new momentum for development?

Zhang Changcheng: The Jilin grain system is now promoting the coordinated construction of the industrial chain, the value chain and the supply chain, while deepening the "five-excellent linkage" of excellent grain production, excellent grain purchase, excellent grain storage, excellent grain and excellent grain marketing, comprehensively implementing the high-quality grain project, and continuously strengthening the guidance and support of science and technology in the three links of production, processing and sales. In the production process, Jilin rice has continuously excavated the dominant varieties, entrusted the Provincial Academy of Agricultural Sciences and grain enterprises to set up a silicon valley base for seeds in northern China in the province to cultivate new varieties, of which japonica rice 816 has won the domestic gold medal twice, and the impact on the domestic market is very large. In the processing process, we took the lead in introducing the industry 5T management standard in China, and formulated corresponding standards for the five time periods of rice growth. In the sales link, we continue to innovate, in addition to the four versions just introduced, the 5.0 sales version that is now being promoted has a lot of scientific and technological improvements, including cold chain transportation, pre-warehouse, Internet integration, which will play a strong role in supporting the promotion of Jilin rice brand.

Moderator: What are the specific measures of Jilin Rice brand building to achieve high-quality development and comply with consumption upgrading, or what do you think needs to be further improved?

Zhang Changcheng: The quality characteristics and resource advantages of Jilin rice are just in line with the consumption upgrade of the whole society. Jilin is located in the world's golden rice belt, we divide three regions, the eastern volcanic rock rice, the central black soil organic rice and the western weak alkali rice, these three series of rice have their own characteristics, can serve different groups of people, like the eastern volcanic rock rice mineral content is very high, suitable for high-end people for rice demand; the central black soil rice organic content and nutritional value are very high, suitable for infants, women; the characteristics of the western weak alkali rice is weak alkali, diabetic patients including stomach acid patients have a certain effect. With the increase of investment in science and technology, we can continue to meet the new consumer demand in the market.

In order to adapt to the upgrading of the consumer market, we will further cut from the service side to provide better services. The product may be more solidified, but the service is not limited, so we will continue to innovate in terms of service to provide consumers with more satisfactory services. We launched the "Yoshida subscription" model, so that consumers do not have to go to the supermarket to buy rice, nor do they need to go to the market to buy rice, as long as it is ordered after an acre of land, 12 months a year, each month to send you ten pounds of new rice, while some local specialties are distributed to the rice mail together. We invite you to come to our activities during important time periods, such as the Rice Planting Festival and the Opening of the Sickle Festival, and during the holidays, you can bring your family and children to us for leisure and sightseeing and experience the life of the farmland.

Moderator: Next year, China will start a new journey of the "14th Five-Year Plan", how can the grain industry in Jilin be based on the new development stage and achieve new deeds in the new development pattern?

Zhang Changcheng: Jilin rice proposed a 12345 development plan, 1 is to adhere to a positioning, adhere to the market in the high-end positioning, the characteristic food to the whole country; 2 is to do a good job of two extensions, with Jilin rice processing enterprises as the base point, extend upward to the production end, extend downward to the consumer end, and make the industrial chain long; 3 is the three major systems, that is, the industrial system, quality system and marketing system, which run through every detail of brand building; 4 is the construction of the four modernizations, mainly for the leanness of products, the standardization of production, and the scale of processing 5 is the five-excellent linkage, that is, the excellent grain yield, the excellent grain purchase, the excellent grain storage, the excellent grain and the excellent grain and the excellent marketing, providing a strong guarantee for brand building.

Moderator: Thank you very much for sharing with us the new development pattern of Jilin grain industry in the future and the internal vitality brought by scientific and technological innovation. Thank you again for being a guest of us. This interview ends! (Source: Xinhua News Agency client)