This professional and high-end agricultural forum will be officially opened in Zheng the day after tomorrow

Dahe Daily reporter Hou Bingyu

On October 27, 2021, the first Dahe Agricultural Brand Summit Forum will be officially opened in Zhengzhou. As one of the important activities of the 2021 Henan (Zhengzhou) International Modern Agricultural Expo, the forum has attracted much attention from all walks of life since its launch. What is the strength of this forum?

"Hardcore" Speakers Bring Great Value "Master Lessons"

First of all, the speakers of the forum are very "hardcore". At the forum, Lou Xiangpeng, member of the Brand Expert Working Committee of the Ministry of Agriculture and Rural Affairs, head of the brand agriculture research group of Chinese Min University, and founder of Fulai Strategic Brand Consulting Agency, will give a keynote speech entitled "From Boss to Great: The Path and Method of High-quality Development of Henan Agricultural Brand in the New Era" around the theme of "Rural Revitalization, Brand Leadership - The Way of High-quality Development of Henan Agricultural Brands in the New Era".

As the first strategic marketing expert in China to systematically interpret modern agriculture from the perspective of brand, Lou Xiangpeng and his team adhere to the value mission of "brand changing agriculture", and realize brand building and re-shaping for more and more customers: renaming "Southern Food" to "Southern Black Sesame" and achieving "China's First Black Sesame"; creating a new category of "Nutrition With Meals" for Zhongjing Shiitake Mushroom Sauce, positioning Lao Gan Ma and so on as non-nutritious appetizer sauce, so that Zhongjing Shiitake Sauce has changed from a supporting role to a protagonist on the table...

In China, the brand building of the agricultural industry is the most lagging behind in all industries, and it is also the most necessary to learn from the logic, experience and methods of other industries to develop. Lou Xiangpeng and his team have begun to study the construction of agricultural brands nearly 20 years ago, taking the lead in insight and putting forward the thesis that "the kitchen table video brand revolution is coming", and published the book "Brand Agriculture: Food Brand Revolution from Field to Table", which studies the agricultural industry from the market, brand and consumption level. As soon as the book was published, it immediately attracted widespread attention from the industry, and was reprinted 5 times in two years, becoming a "phenomenon-level textbook".

"Branding is a real job. For businesses, it is like a bullet, hitting the bullseye of the market as quickly as possible at the lowest cost. For me, it's about being ahead of the curve and being ahead of what the client thinks. Lou Xiangpeng said that at this forum, he used the classic cases of global vision and national practice to share the basic concept and logic of brand building, how to find the "root" and "soul" of the brand, how to graft the brand and public assets, etc., which he has studied for nearly 20 years. After many companies learned about it, they said that this is a "master class" that must be taken.

Use agricultural brands to leverage the county economy

In addition to the keynote speech, at this forum, Lou Xiangpeng will also have a roundtable dialogue with representatives of 6-8 Henan agricultural brands, such as Guangshan Tea Oil, Xinyang Maojian, Wenxian Iron Stick Yam, Qishan Black Pig, Fengqiu Honeysuckle/Raspberry, Lingbao Apple, etc., and conduct in-depth discussions on "Government-led, Enterprise-owned: Two-Wheel Drive Practice of Henan Agricultural Brand Building".

Why did you choose these agricultural brands? "First of all, these brands are very industrial. For example, Guangshan tea oil and Fengqiu honeysuckle are more well-known in the country. The second is the diversification of categories. Henan is a large agricultural province, covering the vast majority of agricultural categories and crops, so the agricultural brand categories I recommend are also more diverse. The third is that the brands are all representative of Henan region, and they are all brands with Henan characteristics, which are very worth exploring. Lou Xiangpeng told reporters.

In recent years, in accordance with the "way" found, Guangshan County has made every effort to promote the high-quality development of the oil tea industry, and has developed more than 50 thousand acres of contiguous tea oil bases such as Sima Guang Oil Tea Garden, driving nearly 300,000 farmers to increase their income and become rich, and the oil tea industry has become a characteristic pillar industry for rural revitalization. Fengqiu honeysuckle has also been further improved in variety, technology and industry, singing the brand influence of Fengqiu honeysuckle. Wenxian Iron Stick Yam relied on the Institute of Agricultural Sciences to establish four major Huaiyao cultivation and quality research centers, and grew into a large industry...

The county economy has "become a plateau", which is the goal proposed at the work conference of the Henan Provincial Party Committee held on September 7. In order to become a plateau, we must first achieve high-quality agricultural development. Brand building is one of the important means to promote the high-quality development of agriculture. "Through this forum, the development of Henan agricultural brands will surely break and stand behind, and it will also stimulate the vitality of Henan County's economic development and usher in a period of rapid development." Lou Xiangpeng said so.

Source: Dahe News Editor: Hou Xiaoyong