How Brand Agriculture Embrace the Capital Era

Editor's note

In modern enterprise operation, brand management is often the core business strategy of the enterprise, and it is also an important standard for the capital market to investigate the enterprise, which determines whether the enterprise can get greater development opportunities. The same is true of the agricultural industry, brands to be bigger, industrial clusters to form, can not be separated from the support of capital. Recently, the 2015 Brand Agriculture Forum, jointly sponsored by China quality Agricultural products Development Service Association and this newspaper, was held in Fuzhou with the theme of "Brand and Finance". The representatives of the experts at the meeting had an in-depth discussion on the interactive and win-win path between brand agriculture and financial capital.

How to develop modern agriculture and how to upgrade brand agriculture? In the spring tide of development, more and more social capital and industrial funds enter the agricultural field through various channels, and industrial capital guides the capital to dock with good projects through the combination of equity financing and investment and loans. it has played a great role in industrial promotion, brand building, competitiveness improvement and industry integration.

Add firewood to make a living characteristic industry.

World Chinese wolfberry in China, Chinese wolfberry in Ningxia, Zhongning wolfberry is the first in the world. Zhongning County, Ningxia Hui Autonomous region is the birthplace, authentic origin and core producing area of Lycium barbarum in the world. Chinese wolfberry is the leading industry in Ningxia. By the end of 2014, the planting area has reached 850000 mu, with an annual output of 130000 tons and an annual output value of 5 billion yuan.

However, with the rapid development of Chinese wolfberry in Ningxia, there are also some problems, such as the lack of systematic research on the active components of Chinese wolfberry, the lag in the development of functional health food, the low level of deep processing of Chinese wolfberry, the lack of high value-added products with market competitiveness and so on. In order to speed up the transformation and upgrading of Zhongning Chinese wolfberry industry, Zhongning County launched the establishment of Zhongning Chinese wolfberry industry investment fund in early 2015, together with Ningxia Agricultural Investment Company, Beijing China Federation of Agricultural Sciences Investment Fund and Zhongning local strong enterprises.

Plant a sycamore tree and attract the Phoenix. According to Sun Xuejun, director of the Zhongning County Wolfberry Bureau, Zhongning County has specially issued the Zhongning Wolfberry Industry Development Plan (2015-2020), which optimizes the investment and financing environment of the Chinese wolfberry industry in Zhongning County.

The Chinese wolfberry industry investment fund supports the Chinese wolfberry industry, not sprinkling pepper noodles to make a superficial story. Sun Xuejun said that through the operation and publicity of the Chinese wolfberry industry fund, more and more social capital and resources have turned their attention to the Zhongning Chinese wolfberry industry. On the basis of an average increase of 38.2% last year, the sales price of dried Chinese wolfberry fruit in Zhongning rose by an average of 16.3% from January to September this year. The average price of fresh Chinese wolfberry fruit reached more than 300 yuan / kg, and farmers' cash income from the Chinese wolfberry industry reached 410 million yuan. Zhongning wolfberry has become the core brand of Chinese wolfberry industry, and won the title of "2015 most popular regional public brand of Chinese agricultural products" in September this year.

Liu Hongyang, deputy magistrate of Zhongning County, said proudly that through the market-oriented operation of the Chinese wolfberry industrial fund, the brand of Zhongning Chinese wolfberry is becoming more and more popular, realizing a virtuous circle and mutual benefit of industry and capital.

In Yunnan Province, China, the pace of borrowing capital to promote the construction of modern agriculture with plateau characteristics is in the forefront. As we all know, Yunnan is one of the provinces with the most abundant agricultural resources with characteristics in China. In recent years, based on its own advantages, Yunnan insists on playing the "plateau card and taking the characteristic road", and has embarked on an independent development path of characteristic agriculture on the plateau. It has built a convenient and efficient bridge between capital and agriculture.

Huiyuan Group invested 1 billion yuan to build fruit juice processing production line in Pu'er City, Mengniu Group invested 500 million yuan to build dairy processing production line in Kunming City, and Kangenbei Group invested 400 million yuan to build medicinal material processing production line in Qujing City. In recent years, Yunnan's agricultural investment has continuously maintained a high growth rate of more than 20%. In 2014, the province's agricultural investment has broken through the 20 billion yuan mark; the entry of capital has also further activated the endogenous driving force for the development of characteristic agriculture in the Yunnan plateau.

Talking about the achievements of reciprocal cooperation between industrial capital and Yunnan agriculture, du Jianhui, deputy director of the Department of Agriculture of Yunnan Province, told reporters that at present, as many as hundreds of enterprises from outside the province have come to Yunnan to invest in the intensive processing of agricultural products, and the solid industrial foundation and brand system provide a strong brand support for capital to enter agriculture.