Brand leads the transformation of Apple industry

Luochuan, Shaanxi Province: innovating omni-directional brand marketing model

In recent years, Luochuan County has successfully walked out of a Luochuan Apple brand development path of a combination of fruit and livestock, one county and one industry, and has become the leader and demonstration of brand marketing of apple industry in the country. It is called "Luochuan phenomenon" and "Luochuan model" by some scholars. Luochuan Apple has won more than 170 national, provincial and ministerial awards; won 29 major brand naming rights, such as Beijing Olympic Games, Shanghai World Expo, Guangzhou Asian Games, Boao Forum for Asia 2013 Annual meeting service products; "Luochuan Apple" geographical indication certification trademark has been recognized as "China well-known Trademark" by the Trademark Bureau of the State Administration for Industry and Commerce, with a brand evaluation value of 5.241 billion yuan.

At present, the construction of Apple marketing network in Luochuan has set up a major platform for offline and online collaborative marketing. In Guangzhou, Beijing, Shanghai, Shenzhen, Kunming, Fuzhou and other central cities, 48 direct sales windows such as fresh fruit stores and wholesale stores have been built; relying on leading enterprises, they have effectively opened up border trade markets such as the southwest, northwest and northeast, and have obtained export certification from Canada, Britain, Thailand, Australia and other eight countries, becoming inspection-free products exported to Canada and the United Kingdom, and Apple has been exported to more than 20 countries and regions, including Southeast Asia and Europe. At the same time, we have established an e-commerce operation platform, developed more than 230 e-commerce and WeChat businesses, and introduced online marketing models such as Taobao, Alibaba, JD.com, Postal purchase and so on. Fruit growers and college students are encouraged to actively develop a new type of fruit distribution based on network management. The increasingly perfect national Luochuan Apple Wholesale Market has been basically completed, with an annual transaction volume of 1.3 billion yuan.

In the new era, Luochuan County strives to build Luochuan Apple into a "10 billion yuan" industry. First of all, adhere to the "Luochuan Apple Technical Specification" this standard system, so that Luochuan Apple "from the field to the table" has a strict and clear standard, to achieve apple production, storage, processing, marketing standardization. Secondly, adhere to the production of organic green apples, let Luochuan apples "eat with skin"; implement apple quality and safety traceability, give Luochuan apples "registered permanent residence"; by improving quality and efficiency, Luochuan apples can be "sold individually". By 2020, we will strive to integrate the coordinated development of primary, secondary and tertiary industries through production standardization, technological modernization, management industrialization, fruit quality, marketing branding and other paths.

Yantai, Shandong: brand Strategy promotes the upgrading of Apple Industry

Yantai is the most suitable area for apple production in the world, which is comparable to the world-famous apple producing areas such as Washington of the United States and Aomori of Japan. At present, "Yantai Apple" has been the first brand of regional public brand fruit industry of agricultural products in China for six consecutive years, with a brand value of 10.105 billion yuan. Focusing on apple flesh, peel, seed and flower, a series of deep-processed products such as apple chips, pectin, fruit powder, essence, seed oil and enzyme have been developed successively, with more than 100 varieties, which have been exported to more than 30 countries and regions, such as Southeast Asia, Japan and South Korea, Australia, Europe and the United States.

In recent years, Yantai City has strengthened its scientific and technological research, and its Yanfu series apples are still the main varieties of apples in China. Introduce experts from the Thousand talents Plan for Foreign Professionals, jointly with domestic top scientific research institutes and universities to tackle key scientific and technological problems, select excellent varieties, and build a breeding base for high-quality virus-free seedlings, so as to provide sufficient varieties and seedling reserves for the renewal of Yantai apples. This year, Yantai City issued the "Yantai Apple Brand Strategic Plan". The planning accurately finds the core value chain of Yantai Apple brand, and condenses the core value and brand slogan of Yantai Apple: the first apple in China, Yantai Apple. With the implementation of the plan, the "Yantai Apple Brand Management and use measures" was issued, and the brand building of Yantai Apple embarked on a new journey.

At the same time, new business models continue to emerge. The Qixia Fruit auction Center project invested by Defeng Food has been launched and will be put into operation in October this year. The Yantai Apple Network invested by the Municipal Fruit Corporation was put into operation in August this year. Efforts will be made to create the first vertical e-commerce platform for the domestic fruit industry. In order to further enhance the market competitiveness and brand influence of Yantai Apple, the compilation of Yantai Apple Price Index was also carried out, which was officially launched in August this year and released to the public.

Aksu traceability system in Xinjiang promotes Brand Trust

By the end of 2014, the apple planting area in Aksu has reached about 310000 mu, with an annual output of more than 700,000 tons of high-quality apples and an annual income of nearly 350 million yuan. if the orchards enter the full fruit period, the average benefit per mu can reach more than 15000 yuan. Aksu Apple has been recognized by the State Administration for Industry and Commerce as a "well-known trademark in China", and has been recognized as a geographical indication protection product by the State Administration of quality Supervision and Administration, and has won a famous trademark in Xinjiang.

In recent years, with the prominence of brand benefits, Aksu Apple has been counterfeited more and more seriously. By drawing lessons from the advanced experience of QR code traceability business application at home and abroad, combined with the actual application demand and business development planning of Xinjiang forest and fruit industry, the QR code traceability system innovates and adopts four technologies: system random bar code, code standard printing limitation, short message Wechat intuitive query and code standard printing control.

The association carries on the unified management to the packaging enterprise and the packaging design layout, the carton packing carton front upper left corner designated position uniformly prints the area three big association brand trademark and the geographical indication protection mark, the carton front right corner designated position uniformly prints the production enterprise brand trademark, the carton middle seal place pastes the QR code The upper left corner of the front of the bag is designated to uniformly print the brand trademark and geographical indication protection logo of the three major associations in the area, the upper right corner of the front of the bag is designated to print the brand trademark of the production enterprise, and the QR code of the sticker in the middle of the bag is sealed.

Zhaotong, Yunnan: building Apple Brand in Southwest Plateau

Zhaotong apple, which was first planted in 1940, is the birthplace of apples in the southwest plateau. After 75 years of development, it has become the largest and most concentrated apple producing area in Yunnan and even the southwest plateau and Wumeng mountain area. in 2015, the city's apple area is expected to reach 340000 mu (accounting for 54% of the planting area in Yunnan Province), with an output of 430000 tons and an output value of 2.2 billion yuan.

Zhaotong apple ripens early, and the same variety matures one month earlier than in the northern producing areas, which is helpful to seize the opportunity and win the market. At the same time, Zhaotong is located in the center of the four large and medium-sized cities of Kunming, Chengdu, Guiyang and Chongqing, and is a two-way corridor from the mainland to South Asia, Southeast Asia and Yunnan to the mainland, the Chengdu-Chongqing Economic Zone and the Yangtze River Economic Belt. Apples can be picked and shipped to ASEAN countries on the same day.

On this basis, the Zhaotong Municipal Party Committee and the Municipal Government have set up an Apple Industry leading Group, which has allocated 10 million yuan of industry special funds every year from 2012 to support the development. focus on supporting key links such as standard industrial base, science and technology development, brand creation, post-natal processing and market development. At the same time, technical regulations such as "Comprehensive production Technical regulations for Green Food-Zhaotong Apple", "Technical Standard for Transformation of low-yield Orchard" and "Technical Standard for Construction and production of High-quality Orchard" were formulated, and close attention was paid to the training and application of the standard. all newly planted orchards will implement "unified seedling supply, unified regulations, unified guidance and unified planting", and rely on enterprises to demonstrate and popularize dwarfing and dense planting techniques. The cultivation area of dwarfing and dense planting of apple reached 8500 mu. At present, in cooperation with Yunnan Academy of Agricultural Sciences, it is planned to develop and make use of the advantages of selenium resources in the main producing areas of Zhaotong apple, to carry out soil selenium resources survey, "selenium-rich apple" technology research and "Zhaotong selenium-rich apple" brand building.