China Fortune Network News Comprehensively promoting rural revitalization is a major task to achieve the great rejuvenation of the Chinese nation, on May 8, 2021, the series of activities of China Brand Day - Rural Revitalization and Agricultural Brand Building Forum was held in Shanghai, and the participants focused on the role of brand building in rural revitalization.
As a rapidly rising local agricultural brand, "Jilin Rice" has become a selected agricultural brand building case at this forum. Zhang Changcheng, second-level inspector of the Jilin Provincial Grain and Material Reserve Bureau, attended the forum and was interviewed on the brand building experience and future planning of "Jilin Rice", and the brand driving effect of "Jilin Rice" on rural revitalization.
Zhang Changcheng, second-level inspector of the Grain and Material Reserve Bureau of Jilin Province. Photo by Li Lin of China Fortune Network
Give play to the brand effect to create a "fresh sample" of grain supply-side structural reform
Industrial revitalization is the key to rural revitalization, and brand is the stepping stone and booster of industrial revitalization. Zhang Changcheng said that from the perspective of production areas, giving play to the premium effect of the brand is conducive to guiding farmers to adjust planting according to market demand, and enterprises to provide products according to market demand, driving farmers to increase income and enterprise efficiency.
"Chinese rice looks at the northeast, and northeast rice looks at Jilin." Zhang Changcheng introduced that in order to make "Jilin Rice" play its own value and serve the people's needs for a better life, in 2015, the "Jilin Rice" brand construction established a "me-based" strategy, through accurate analysis of the target market, focusing on highlighting the intrinsic value of the brand, highlighting the overall image of the brand, and implementing scientific and accurate communication; through the top-level design of the scientific system, the comprehensive use of various media, the implementation of online and offline combination promotion, to maximize the coverage of the target group, to achieve the rapid improvement of brand influence Through the analysis of brand growth characteristics, plan the publicity and promotion priorities at different stages to achieve continuous improvement of brand recognition, reputation and loyalty.
Through the continuous development of brand building, "Jilin Rice" has grown from scratch and from weak to strong, creating a miracle of the rapid rise of public brands in domestic agricultural areas. In 2016, "Jilin Rice" was successfully selected as the designated rice for the Chinese women's volleyball team at the G20 Summit and the Rio Olympic Games; in 2018, Jilin City was selected as the rice base for the training of the 2022 Beijing Winter Olympics; in 2019, "Jilin Rice" topped the list of "China's Grain and Oil Influence Regional Public Brand"; in 2020, "Jilin Rice" was selected as the "National Brand Project" of Xinhua News Agency.
Zhang Changcheng pointed out that "Jilin rice" has received widespread attention in the industry and has become the "first brand" of Jilin agriculture, the "platinum business card" that Jilin people are proud of and proud of, the "fresh sample" of the national grain supply-side structural reform, and the forerunner of the action plan of China's good grain and oil.
All-round industrial policy support to help rural revitalization achieve practical results
Rural revitalization requires tripartite coordination between the government, enterprises and farmers: the government is the formulator of brand strategy, the coordinator of strategy implementation, and the supporter of promoting the development of enterprises; enterprises are the main body of brand building; farmers are the basic support of brand building.
According to Zhang Changcheng, in order to encourage and guide the "Jilin Rice" industry alliance enterprises to actively carry out brand building, the Jilin Provincial Grain and Material Reserve Bureau has successively introduced a series of measures to support enterprises. For example, subsidies are given to enterprises that open "Jilin Rice" direct stores and supermarket counters in the target sales area; combined with the implementation of the national high-quality grain project, give preference to qualified alliance enterprises to help enterprises extend the industrial chain and upgrade the value chain; encourage and guide enterprises to promote land circulation and order acquisition through the "enterprise + farmer (cooperative) + base" model, expand the "three products and one standard" rice planting area, and establish a self-owned base of enterprises with production standards and controllable quality; cooperate with well-known domestic e-commerce. Introduce big data, cloud computing, artificial intelligence technology to promote the sales of medium and high-end rice; support enterprises to participate in the local "rural revitalization" plan, promote the planning and construction of special projects such as "Xiangtian Farm" and "Daomeng Town", and explore the customized production and operation mode of exclusive rice fields.
The multi-pronged support of science and technology, diversified communication, and policies in place have boosted the construction of the "Jilin Rice" brand to a higher level, and the revitalization of rural areas has achieved substantial results. Zhang Changcheng said that compared with the beginning of brand building, the current rice sowing area in Jilin Province has increased by nearly 1 million mu, and the coverage rate of excellent varieties has exceeded 80%; the area of the company's own base has increased from 1.3 million mu to 3 million mu; the output of medium and high-end rice has increased from 900 million jin to 2 billion jin; the average market price of rice acquisition has been higher than the minimum purchase price of 0.1-0.15 yuan / kg for three consecutive years, driving farmers to increase their income by more than 1 billion yuan per year.
Strengthen the "Jilin rice" industrial system to create a trillion-level agricultural product industry cluster
2021 is the first year of the "14th Five-Year Plan", regarding the direction and planning of the "Jilin Rice" brand construction, Zhang Changcheng pointed out that during the "14th Five-Year Plan" period, the Jilin Provincial Government will focus on building ten major industrial clusters of trillion-level agricultural products, including rice industry clusters.
As for how to enlarge the rice industry cluster, Zhang Changcheng said that two main lines have been determined: one is to extend the rice industry chain, increase the comprehensive utilization of rice processing by-products, develop food and health products based on rice, and increase the added value of products; the second is to innovate the rice marketing model, create an agricultural complex with "Jilin rice" and "Jitian subscription" as the main form, integrating leisure tourism, tourism and entertainment, and agricultural festivals, and attach Jilin's ecological resources to rice to improve the overall efficiency of agriculture.
"To revitalize the countryside, the brand must go first." Looking forward to the future, Zhang Changcheng said that Jilin rice will focus on brand building, strengthen the construction of industrial system, quality system and marketing system, achieve product leanness, production standardization, processing scale, marketing marketization, and achieve "excellent grain yield, excellent grain purchase, excellent grain storage, excellent grain plus, excellent grain and excellent marketing"; at the same time, give play to the leading and pulling role of the "Jilin rice" brand, integrate resources, optimize the structure, form a competitive industrial system, and drive rural revitalization to be stable and far-reaching. (Hu Changhong)