More than 1.2 million registered trademarks of agricultural products in China

According to the Research report on the Brand Development of China's Agricultural products (hereinafter referred to as "the report") released by the Ministry of Agriculture on the 3rd, agricultural branding will promote the transformation of agriculture from quantitative and extensive to quality and benefit, increase farmers' income and improve the international competitiveness of China's agricultural products.

Brand agriculture will help to increase farmers' income.

Zhang Zong, director of the Market and Economic Information Department of the Ministry of Agriculture, said on the 3rd that once a brand is established in the minds of consumers, it can become a symbol of quality and safety. In the era of diversified consumption, the reputation of the brand will gradually become the main trend of agricultural product consumption and guide the consumption of agricultural products.

Zhang said that consumers' awareness, loyalty, satisfaction and reputation of agricultural products are the decisive factors to measure the level of agricultural modernization. "if it is not recognized by consumers, it will have a veto impact on the achievements of modern agricultural construction."

According to Zhang, the process of branding is the process of realizing regional layout, specialized production, large-scale cultivation, standardized control, and industrialized management of agriculture, which is conducive to promoting the transformation of agriculture from resource consumption to resource conservation, from quantity and extensive to quality and benefit.

The registered trademark of agricultural products has doubled in five years.

According to Zhang, in recent years, the brands of agricultural products, the main enterprises and farmers in the production of agricultural products have gradually begun to attach importance to brands, and the enthusiasm of registered trademarks is rising day by day. Data show that the number of registered trademarks of agricultural products in China has increased from 600000 in 2008 to 1.25 million in 2012, doubling in five years.

However, the foundation of brand agriculture in China is poor, the competitiveness of many products is relatively small, the influence of most brands only stays in local areas, there are not many cross-provincial and cross-regional brands, and even fewer internationally well-known brands.

It is understood that many local governments, agricultural enterprises and farmers still lack new thinking of developing brands and creating brands. Agricultural products in some places sell raw materials as commodities and local products as brands, and some products are mixed with raw materials and products, native products and commodities, different levels of commodities and brands.