2014 Brand Agriculture Industry Trends Review

Reviewing the trends of brand agriculture industry in 2014, the market broke out, capital was active, and brand construction was surging. Whether it is capital investment, e-commerce, or agricultural products processing, leisure agriculture industry, we can see a lot of innovative, creative, enterprising figure and pace; cross-border management, the integration of one, two and three industries, direct sales of origin, "cultural creation" thinking. The main bodies of the agricultural market are good at dancing and boldly exploring the new model, and show their charm and brilliance on the catwalk of brand agricultural construction.

Combing the performance and performance of the main body of the market in 2014, the strategy of its brand market, the novelty of marketing means and the formation of the joint force of the market are all amazing, exclamation and praise. Turning over the time chapter of 2014, entering 2015, brand agriculture will make a completely new beginning, and the power of the agricultural market is even more anticipated!

The means are "new"

Sellers scramble to "touch the net", e-commerce giants layout the rural market

Compared with the traditional circulation mode, e-commerce has incomparable advantages, especially in the aspect of information symmetry. In terms of sales, buyers and sellers can "meet" on an open platform. From the production and marketing chain, through the e-commerce network can easily and effectively collect market demand information, and feedback to the hands of farmers to promote the balance between supply and demand of agricultural products. The thinking of "touching the net" and networking has become a problem-breaking move for agricultural enterprises to seek transformation.

In recent years, agricultural e-commerce is in the ascendant and is advancing at a high speed. First, the rapid expansion of the network platform, a large number. The number of sellers of agricultural products on Ali platform reached 394000 in 2013, and retail sales of agricultural products soared from 3.7 billion yuan in 2010 to more than 40 billion yuan in 2013. Second, the scope of agricultural products is getting wider and wider. In addition to dried fruits that are easy to store and transport, there are also more and more fresh agricultural products. The third is to enter the field of factors of production, such as the "land treasure" in Anhui, which directly points to the basic elements of agricultural production-land, and explores the reform of rural land system.

At the same time, while traditional companies are busy moving their business to the "Internet", e-commerce giants have opened physical service stores in the fields and played service cards. Since May 2014, SF Express has successively opened 74 "hey hotels" in Chengdu, laying out the O2O network of urban communities. According to SF's public plan, no less than 4000 stores will be opened nationwide in 2014. In addition to seizing the offline entrance of e-commerce O2O in more economically developed areas, Shunfeng is also promoting O2O integration in economically underdeveloped township areas. In addition, there is a similar "cat house" that started in Shenzhen. In the second half of 2014, JD.com, Ali and SUNING successively announced strategic plans for rural e-commerce. Among them, Alibaba said that 10 billion yuan will be invested in rural e-commerce to set up 1000 county-level operation centers and 100000 rural service stations, while SUNING hopes to build 10, 000 SUNING service stations within five years, covering 1, 000 villages and towns across the country.

E-commerce to the countryside, not only let rural consumers enjoy the same convenient door-to-door delivery service as urban consumers, but also find a broad space for the development of agricultural products, achieving a new performance growth point. Looking forward to 2015, the e-commerce era of sending a few pictures on the web page to sell agricultural products has passed, and there are more and more new ways of marketing agricultural products through new technologies and new thinking on the Internet. How to make this industry refined, fine and thorough is a new proposition given by the industry.

The strategy is "accurate"--

Attach importance to consumer awareness and investment tends to be accurate

In 2014, agricultural investment showed some new characteristics. Agricultural investment has begun to extend from the original field of production to the whole agricultural industry chain, such as the production of means of production, agricultural socialized services, agricultural leisure and sightseeing, and logistics and trade of agricultural products. In Zhejiang Province, of the nearly 5 billion yuan of agricultural investment completed in the first half of 2014, projects involving the whole agricultural industry chain accounted for 66%. Looking forward to 2015, from the general understanding of the investment industry, agricultural investment is difficult to have an explosive period, and it is a process of stable growth in the general background, but this does not rule out local breakthroughs: in technological innovation, information innovation and service innovation, it may also bring explosive growth to a subdivided industry or specific enterprises.

Since last year, personified brands of agricultural products represented by "Chu Orange, Liutao, Pan Apple" have become popular on the Internet, causing an e-commerce storm of agricultural products. Why is "Chu Orange, Liutao, Pan Apple" so popular among netizens? The storytelling marketing means and personification brand building implied behind the fruit are the key. Taking Chu Orange as an example, in contrast to Chu Shijian's experience, Chu Orange is often given the moral meaning of inspirational Orange. The point that hits consumers' hearts with the story behind Chu Orange is the most malleable part of the marketing process.

Concepts such as "fan economy" and experiential marketing have also been talked about and attracted the attention of the industry. Relevant experts pointed out that in the process of brand dissemination of agricultural products, the value of loyal "fans" has been sharply magnified and become the most attractive consumers. However, the "fan economy" is only "laying the foundation", and the operation and maintenance of various forms of fan communities is to "establish a framework", and to explore an effective way of experiential marketing on the basis of "fan economy". In order to establish a closed loop from virtual to physical, from online to offline.

These agricultural investment and agricultural marketing strategies and means are very accurate. In last year's agricultural market, some brand enterprises skillfully used the "fan economy" and experiential marketing to create sales miracles. Looking forward to the new year, more effective and accurate marketing strategies will be paid attention to, and appropriate marketing strategies will also bring more favorable market benefits to the market subject.

The joint force is "strong"--

The guidance of the government, the main body of enterprises, jointly promote

There are a large number of brands in China's agricultural market. according to the statistics of relevant departments, the number of registered trademarks of agricultural products has increased from 600000 in 2008 to 1.25 million in 2012, doubling in four years. However, because of the late start and poor foundation, the competitiveness of many products is relatively small, and the influence of most brands only stays in local areas. There are not many cross-provincial and cross-regional brands, and even fewer international well-known brands.

The enterprise brand is not loud, and it is very difficult for agricultural enterprises to enter the market alone. The cultivation of public brands is often supported and promoted by the government. The public brand integrates the strength of the main body of production, so that the main body of regional production can keep warm together and take advantage of the situation. The more famous the public brand is, the more the production enterprises in the region can get the trust of consumers. At present, governments in various parts of our country have realized the importance of public brand construction, and many areas have spared no effort to build and promote the development of public brands.

In 2014, the agricultural convention and exhibition industry also played a more and more important role in the reform. Agricultural exhibition plays an important role in promoting the trade of agricultural products, optimizing the industrial structure, promoting the development of industrialization and promoting regional economic growth, and is an important part of the government and other relevant parties to promote agricultural brand. In early 2014, the Ministry of Agriculture issued a request to hold exhibitions frugally, and the scale and time limit of agricultural exhibitions have changed, but due to the reduction in costs, the burden of exhibitors has been reduced accordingly, especially for small and medium-sized enterprises. The enthusiasm of small and medium-sized agricultural enterprises to participate in the exhibition has been improved. This trend of frugal exhibition is also conducive to the healthy and orderly development of the agricultural convention and exhibition industry.

Looking forward to 2015, the main body of the agricultural market is still facing great challenges, and the supporting role of the government is essential for the main body of the agricultural market. Therefore, it is imperative to continuously strengthen the brand agriculture construction situation of "government guidance, enterprise main body, common promotion and forming joint force".