Grain should also be branded.

The consumer market has given birth to different levels of demand, such as safety, functionality, brand and so on.

Heyu millet: grain has brand products and functions

"Xiaomi in Heyu is bound to become a golden pimple." In August 2004, when Wang Jianfu led five villagers in Heyu Township, Yushe County, Shanxi Province, to set up Heyu Xiaomi Professional Cooperative, he described the future in this way. At that time, "Liang buys Qinzhou Huang, wine sells apricot flower village" is very loud in Shanxi. The brand road of Huang Xiaomi in Qinzhou is fierce, and Fenzhou fragrant Xiaomi, where Xinghua Village is located, is also plotting fragrance inside and outside the province. The planting area of Qinzhou yellow millet also belongs to Taihang Mountain area, and Fenzhou fragrant millet uses the same variety "Jingu 21". What comparative advantage does Heyu millet rely on to break through, so that the villagers who grow grain can dig out golden bumps in the field?

Give Shanxi another business card. Over the past 11 years, along this brand planning road, Heyu Xiaomi has its own place in Shanxi Xiaomi brand by organizing production and engaging in scientific and technological research and development from market demand.

Multifaceted demand spawned by the expansion of consumer market

"the people's Liberation Army relied on Taihang millet plus rifles to liberate the whole of China. Our millet in Yushe has such a good theme that it will certainly become a weapon to overcome poverty on the road to wealth." Yushe County is an old revolutionary base, bordering Zuoquan, Wuxiang and other red base areas. Wang Jianfu is full of self-confidence in humor.

His confidence in his products comes from the fact that he was born in a supply and marketing agency and understands the market demand. Around 2004, with the recognition and popularization of the nutritional value of millet, and the fact that millet is easier to make than other miscellaneous grains, the market demand of millet increases, and the price also shows an upward trend. The expansion of the consumer market has given birth to different levels of demand for product safety, functionality, brand recognition and so on.

The profit of agricultural products comes from the shortage of market and the scarcity of commodities, and grain production also follows this law. After comparison, Wang Jianfu chose the conventional variety "Jingu 21" with good commercial quality for trial planting. To his surprise, after planting on the land of the cooperative, the processed millet contained more total amino acids, protein, vitamins, total dietary fiber, zinc, selenium and other trace elements than similar products, especially zinc.

Do green organic millet, dock consumer demand with product functionality, take the road of branding, and become the path choice for Heyu millet professional cooperatives to organize production around the market.

You can't rub a grain of sand in the eyes of product quality.

Yushe County, where Heyu Xiaomi Cooperative is located, is located in the hilly and mountainous area at the western foot of Taihang Mountain, with fertile land, sufficient light, large temperature difference between day and night, and no pollution sources such as industrial and mining enterprises, so it is very suitable for the cultivation of green ecological agricultural products such as millet.

Selecting improved varieties and matching ecological advantages with good methods has become the first card of Heyu millet. While adopting free and unified supply of high-quality varieties of "Jingu 21" and providing special organic fertilizers, cooperatives have set up a special technical guidance group to do a good job in technical guidance and services for cooperative members and farmers.

Cooperatives insist on employing experts to carry out regular training, train technical backbones, train a number of technical experts in each planting base and village, and give certain subsidies to farmers in the village to provide technical guidance; at the same time, measures should be taken to supervise farmers to plant pollution-free green millet in strict accordance with the standardized technical operating rules formulated by the cooperative to ensure the nutrition and quality of millet.

Feng Yingwen, a member, said that in terms of product quality, their director could not rub a grain of sand in his eyes. No matter which link went wrong, he would always "make a mountain out of a molehill" and "scare a hundred". In 2008, Xiaomi of the cooperative passed the QS certification of food quality and safety, and its products obtained the geographical indications of agricultural products. Heyu Township radiation to the surrounding Yunzhu and Xima and other townships, with a pollution-free millet standardized planting base of 26000 mu.

Now, it has become a common practice for all farmers who have signed millet planting contracts with the co-operatives to change their previous simple and extensive planting concepts and conscientiously follow the scientific planting methods formulated by the co-operatives. "to cultivate a new type of farmers with market-oriented consciousness is the key to ensuring the product quality of Heyu Xiaomi." Wang Jianfu said. Insist on being the best and become the killer in the market. Soon, with the increase of customer reputation, Heyu millet in major grain and oil stores and supermarkets in Shanxi province became a hot product, and the tentacles of the market went north to Beijing, Tianjin, south to Shanghai and Shenzhen, and Heyu millet became a well-known brand.

20% annual profit is spent on scientific research and promotion

6:2:2 allocation is the second card on the road to branding of millet in Heyu. The main content of this distribution is that 60% of the profits of the year will be returned to members, 20% will be used as provident funds and insurance funds, and members will be used for the development and growth of cooperatives when there is no risk. 20% will be compensated to members in the event of market risks or natural disasters, and 20% will be used for the introduction and promotion of new varieties and technologies. This card solves two problems. First, it ensures the enthusiasm and loyalty of members, and second, under the jungle survival state of many Shanxi Xiaomi brands, the average annual scientific research funding ensures the future development of cooperatives.

In 2009, the cooperative's Heyu "five-color millet" (red, green, black, white, yellow) was successfully developed, filling the gap in the market. In 2013, the cooperative expanded the planting area of this category of millet to 3000 mu, and the products have now been sold out of Jinzhong to Taiyuan, Beijing, Tianjin, Shanghai and other places.

At present, another new variety of zinc-rich millet in the cooperative is in a pilot trial, with zinc content as high as 38.7mg per kilogram of millet. Since last year, cooperatives have actively developed e-commerce online operations, and online sales have accounted for 50% of total sales, ranking among the top 20 in Tmall's grain, oil and rice noodles category.

The establishment of Heyu Xiaomi professional cooperative and the brand building of Heyu Xiaomi have improved the level of agricultural professional development around Heyu Township. Before 2004, the planting area of millet in Heyu Township was only 60,000 mu, with a yield of about 300 jin per mu and an income of about 400 yuan per mu. Since 2004, the planting area of the township has been stable at more than 100000 mu, the yield per mu has increased to more than 600jin, and the income per mu has been stable at more than 1800 yuan. The three surrounding townships have implemented large-scale, intensive planting, processing and marketing of grain under the banner of the brand. Let the grain have the brand, let the product have the function, increase the added value of grain, the brand development path of Heyu millet cooperative is becoming more and more clear.