Analysis on the present situation of the Development of Brand Agriculture in China

According to the differences of resource advantages and economic development in different regions, agricultural brand development is roughly classified into three categories: first, regions with dual advantages of resources and economy. Second, the level of resources and economic development are in medium areas, or medium areas where resources and economic development level complement each other. Third, areas with extremely weak resources or extremely weak economy. For the development of agricultural brands, we should first make full use of the advantages of regional natural resources to develop agricultural products with regional characteristics, and then introduce funds to improve the added value of agricultural products through technological innovation, expanding scale and promoting brands. Create famous, excellent, special agricultural products brand.

From the perspective of species distribution, the geographical indication data of all agricultural products announced by the State Administration for Industry and Commerce by the end of 2012 are available. 67% of the products involved in the geographical indications of agricultural products in China are primary agricultural products, while those of primary processed and refined agricultural products are 24% and 9% respectively. It shows that an important means of brand development of agricultural products in the real sense, that is, primary agricultural products, is to develop regional brands with geographical indications of agricultural products as the core.

Due to the high degree of standardization of refined agricultural products, its brand management is more mature and has long been included in the category of industrial products. The most geographical indications of agricultural products in China are melons, fruits and vegetables (49%), followed by animal husbandry products (15%), medicinal materials (8%) and aquatic products (7%), followed by grain and oil crops (4%) and flower seedlings (3%). Tobacco, crude tea and edible fungi accounted for no more than 2%. Thus it can be seen that the brand of agricultural products in China is mainly concentrated in vegetables, melons and fruits, animal husbandry products and other daily food. Part of the reason for the low proportion of grain and oil crops and crude tea is that a considerable part of these primary agricultural products have been processed into primary or refined agricultural products with more added value.

Brand awareness is the ability of potential consumers to recognize or remember a certain brand or category of products. The level of brand awareness reflects the extent to which consumers understand and recognize the brand and its products, thus reflecting the market competitiveness of the brand. The number of well-known trademarks of agricultural products in China has increased from 27 in 2008 to 274 in 2012, and its proportion in the total number of well-known trademarks in that year has also increased from 11.8% to 21.1%. This shows that with the acceleration of the brand construction of agricultural products in our country, the brand awareness of agricultural products in our country is also increasing.