Implement Brand Strategy and develop Modern Agriculture

On March 9, the second plenary session of the third session of the 12th CPPCC National Committee was held in the Great Hall of the people. Member Zhu Baocheng, president of the China Association for the Development and Service of High-quality Agricultural products, on behalf of Niu Dun, former vice minister of agriculture, Liu average, chairman of China Brand Construction Promotion Association, Liu Shengli, chairman of China Agricultural Development Group Co., Ltd., and Xue Liang, president of China vegetable Association, made a joint speech on the theme of "implementing Brand Strategy and developing Modern Agriculture". This paper puts forward many suggestions from many aspects, such as agricultural brand development planning, support policy, standard system, brand catalogue system and so on.

Zhu Baocheng said: general Secretary Xi Jinping attaches great importance to brand building, proposing that "brand is the condensation of reputation", "vigorously cultivate food brands, use brands to ensure people's confidence in product quality," and "promote the transformation of Chinese products into Chinese brands." The No. 1 document of the CPC Central Committee this year has made important arrangements for vigorously developing famous, special, excellent and new agricultural products and cultivating well-known brands. The implementation of agricultural brand strategy has become an urgent task to promote agricultural transformation, adjust structure and accelerate agricultural modernization.

Zhu Baocheng believes that in recent years, China's agricultural brand construction has made some progress, but it is still faced with many problems and constraints: first, the understanding of brand agriculture is not yet in place. Management departments, business entities and farmers have not fully understood the strategic position and role of brand building in the development of modern agriculture, and the new thinking, new methods and new means to promote brand development are insufficient. The second is the lack of brand cultivation and protection system. The degree of standardization in the production and processing of agricultural products is low, the quality is uneven, the investment in brand cultivation and protection is not enough, and the brand development is lack of unified and systematic planning organization and guidance. Third, the influence of brand urgently needs to be expanded. The brand influence of agricultural products only stays in the local region, there are not many cross-provincial and cross-regional, the social trust of the brand is not high, there are few international well-known brands, and the status of agricultural brand is not commensurate with the status of a large country of agricultural products. Fourth, the concept of regional public brand needs to be popularized. The regional public brand construction has not been planned as a whole, the brand resources have not been well integrated, the public brand system has not been established, and the national brand of agricultural products representing the national image has not yet been formed.

Zhu Baocheng said: the brand construction of agricultural products in China lags behind relatively, and there is great space and potential for development. To this end, he made the following suggestions:

First, formulate a plan for the development of agricultural brands. According to different production regions, economic conditions and development stages, agricultural products are classified and stratified, and the goals and measures of agricultural brand development are included in the 13th five-year Plan. The products with high technical content, large market capacity, high added value and low energy consumption should be included in the strategic planning, establish and improve the industrial chain, value chain and supply chain of brand agriculture, enhance the influence of brand agriculture, and guide it to become bigger and stronger.

The second is to establish and improve the support and protection mechanism. Establish a support policy for agricultural branding. Establish and improve the rules and mechanisms of key links such as agricultural brand authentication, promotion, identification, extension and evaluation at home and abroad, so as to form a whole-process management system of agricultural brand. We will improve the preferential policies for industry and commerce, taxation, and quality inspection of "three products and one standard" and famous agricultural products, increase support for the production and circulation of brand products, use legal means to strengthen brand protection, and form a good policy environment.

The third is to establish and improve the brand standard system. Bring all links before, during and after production into standardized management, gradually form a standard system linking up with international, national, and industry, and form a quality standard system for market segmentation according to market access standards, famous and high-quality agricultural products standards, and export standards. strengthen the behavior supervision of relevant subjects. Consolidate the foundation of the brand development of agricultural products, promote the production and management model of "leading enterprises + standardization + farmers", and realize the large-scale production of high-quality agricultural products.

The fourth is to explore the establishment of agricultural product brand catalogue system. Study and establish the collection system, examination and recommendation system and value evaluation system of agricultural products brands and regional brands, classify agricultural products brands according to varieties and target markets, issue catalogues regularly and manage them dynamically, improve, standardize and strengthen activities such as the promotion, selection and promotion of agricultural products brands, gradually establish a third-party evaluation mechanism, and encourage agricultural products enterprises to improve their quality and brands.

Fifth, promote the construction of regional brands of characteristic agricultural products. Protect superior variety resources and environment, inherit local traditional production and processing technology, develop historical and cultural folk resources, expand the reputation of traditional producing areas, innovate emerging industrial clusters, and strengthen the integration of brand management resources. Strengthen the management and protection of geographical indication products of agricultural products, and establish a brand quality traceability system of geographical indication products. Tap the potential of brand resources to create an internationally competitive brand of agricultural products.