Edible mushroom industry plans brand upgrade

For a long time, scale and output have been the theme of the development of China's edible mushroom industry, but in the "Ninth China Mushroom Festival", brand has become a hot word and began to lead a new direction of development.

Edible fungus is known as "21st century health food" because of its rich nutrition and delicious taste. With the rapid development of factory production in recent years, the scale and output of edible fungi have increased rapidly, and its output value is second only to grain, cotton, oil, vegetables and fruits, ranking sixth in agriculture. China has also become the largest producer of edible fungi, accounting for 70% of the world's output, with an output value of 180 billion.

However, as the marketing of edible fungi has been relatively primitive, mainly to go to the agricultural batch market, therefore, the added value of the products is difficult to be reflected. Liu Ziqiang, secretary-general of the Edible Mushroom Branch of the China Food, Native and Livestock Import and Export Chamber of Commerce, believes that under the background of agricultural transformation and upgrading, under the requirements of consumption upgrading to stimulate domestic demand, the branding of the edible mushroom industry is imperative. "our experts are also depressed and confused: once new varieties are available, the scale of the industry will expand rapidly, price competition will follow, and the healthy development of the industry will be restricted."

Liang Jian, deputy editor of Brand Agriculture and Market, believes that at present, there are many thought-provoking phenomena in the marketing of agricultural products, such as "high-end defeats low-grade, professional defeats synthesis, personality defeats rigid" and so on. Under the premise of changes in market environment, consumer groups and brand communication, the edible mushroom industry must, on the basis of technological innovation, aim at the different needs of consumers, create star products through vivid personalized packaging, and take the road of brand. "this is the best of times, the worst of times, and an era of change." Liang Jian said.

Wang Sheng, president of China chain Industry Association, pointed out that supermarkets and production enterprises are a community of interests, all to meet consumer demand. There are many star products in the supermarket, but none of them are edible fungi. Nowadays, consumers' brand awareness is increasing, and more and more people choose geographical indication products, brand agricultural products and imported high-quality agricultural products. It is necessary to trace back to the source, expand the category, improve the quality, and further gain consumer recognition. The promotion of brands should not only be from the perspective of experts, but also from the standpoint of consumers.

Li Linchun, a specially invited researcher at the CARD China Agricultural Brand Research Center of Zhejiang University, believes that the current production situation of edible fungi is that there are categories and no brands, and the recognition and recognition of brands are too low. in view of this, he puts forward the view that regional brands and enterprise brands go hand in hand. "when the strength of the enterprise brand is limited, we can create the regional brand through the push of the government and drive the enterprise brand to the market." He also used the Baidu index to make an in-depth analysis of the consumption market pattern of edible fungi.