The chaos of rice blending in Wuchang leads to deep thinking.

The Information Office of the Ministry of Agriculture held a press conference on the 3rd to introduce the relevant situation of the "Research report on Brand Development of China's Agricultural products." in response to the "chaos of Wuchang rice blending," Zhang Hua, director of the Market and Economic Information Department of the Ministry of Agriculture, said that the government wants to organize various forces to crack down on counterfeiting, often a brand can survive for less than a few years, because of the impact of fake and shoddy, it is necessary to strengthen the protection of the brand.

Zhang said that the report of Wuchang Rice gave the Ministry of Agriculture a good reflection when studying the development of brand agriculture. In terms of cultivating the brands of agricultural products, the overall idea of the Ministry of Agriculture is to speed up and guide all kinds of enterprises, including farmers and farmers' professional cooperatives and other market subjects, through brand registration, brand cultivation, brand management expansion and protection and other means to create a brand to protect intellectual property rights, and strive to build modern agricultural enterprises with brand value as the core. The Ministry of Agriculture considers that the basic principles for promoting brands are market guidance, enterprise main body, government promotion and social participation.

Talking about the role of government departments in the cultivation, protection and supervision of agricultural brands, Zhang said that the Ministry of Agriculture wants to play four main roles in the development of brand agriculture. First, the role of planning and development. To systematically plan and plan the development of brand agriculture, including strategic positioning. The second is to cultivate. Third, the government also needs to organize social forces to evaluate the influence of brands. How to evaluate the influence of brands is a scientific issue, which is definitely not judged by which jury, that is, what data consumers decide to express and what data to use to evaluate the impact. There is also the evaluation of brand value, so the evaluation includes two aspects: to organize social forces, or even a third party to evaluate and evaluate.

Zhang pointed out that AQSIQ and relevant international agencies have reached a formal consensus that China should exert its influence in the evaluation and evaluation of international brand value. In the evaluation and evaluation of agricultural brands, the agricultural sector should also actively do something. The fourth is protection. The government wants to organize all kinds of forces to fight against counterfeiting, often a brand can not survive for a few years, because of the impact of fake and shoddy, it is necessary to strengthen the protection of the brand.

Zhang pointed out that the main tasks of enterprises include leading agricultural enterprises, professional cooperatives, and farmers, and the main task is to create, cultivate, publicize and promote, and play a main role. With regard to the fact that trade associations play a very important role in brand development, led by the Ministry of Agriculture and the Association of excellent Farmers, a lot of work has been done in brand recommendation and brand development in recent years, mainly through the introduction of innovative brand products. played an important role as a bridge and link.

In addition, Zhang said, we can not forget the important role of public media, good wine is also afraid of deep alleys, to highlight the important role of public media in the construction of brand platform. Some experts proposed that we should develop from every potter praises his pot to tell our brand story today and tell China's brand story well. This requires our media and the agricultural sector to join hands to deeply explore the inherent characteristics of agricultural products, integrate into the culture of agricultural products, encourage the cross-border development of brands, and work with enterprises, associations, media and the government to build a platform for brand promotion, cultivate brand exhibitions, expand brand influence and awareness, and create influential and competitive national brands.