The change from regional brand to market brand

The brand marketing of agricultural products is definitely a major event in the development of the market in recent years. Agricultural products that have always lost their dregs also pay attention to brands, and they are increasingly deeply rooted in the hearts of the people, and the charm of the market economy is evident!

If you look back briefly, the marketing of agricultural products in recent years has taken a key step from product to commodity. We can recall that in the early days of reform and opening up, when we bought agricultural products, we could remember what brands we could think of, and we could buy whatever was available in state-run shops. Later, with the full implementation of rural reform, agricultural products began to be enriched, and only then did they gradually have comparison and identification, and gradually produced the well-known brands of regional agricultural products, which is a remarkable achievement. For example, when eating apples, everyone knows that Yantai apples, and later Shaanxi apples also came up, and their fame has greatly increased; while Shaanxi apples pay attention to Luochuan, followed by Baishui, Xunyi, etc.; Huuniu apples in Tianshui and Jingning in Gansu also have a lot of fame in the market. For example, Chinese wolfberry must be good in Ningxia, but where in Ningxia is good, and the promotion of regional brands makes Zhongning this place famous. Many such examples can be cited, such as Yangcheng Lake hairy crab, Gannan navel orange, Wuchang rice, Shatian grapefruit, Hainan banana, Longkou vermicelli, Zhanhua winter jujube, and so on.

In order to build regional agricultural products brands, various localities have spared no effort to hold various festivals, carry out picking tourism activities, hire image endorsements with high salaries, and carry out extensive publicity, which have promoted the spread of a number of regional agricultural products brands and formed considerable brand value. According to the annual ranking of regional public brand value of agricultural products in China in 2013 released by the China Agricultural Brand Research Center, the brand values of the top 50 regional agricultural brands are all more than 2.5 billion yuan. Among them, Fuling mustard, which ranks first in brand value, reaches 12.532 billion yuan, Yantai apple ranks second (9.405 billion yuan), and Lanxia hemp platoon in Heilongjiang ranks third (85.88). Other agricultural brands on the list also have high market awareness, such as Xihu Longjing Tea, Anxi Tieguanyin Tea, Xinyang Maojian Tea, Dongting Biluochun, Fuding White Tea, etc.; in addition to Yantai, there are Lingbao Apple, Luochuan Apple, Qixia Apple, Jingning Apple, Pingliang Jinguo and so on. It can be said that the brand construction of agricultural products has achieved remarkable results, and it has also formed a reputation in the consumer market, creating a good atmosphere for the development of the local industry.

However, what the author wants to say today is not here, but to say that the formation of the brand of public agricultural products in the above-mentioned regions is only the first step to complete the brand construction of agricultural products, and only solves the problem of having a brand. however, a more effective market brand system has not been established, and the brand construction of agricultural products is still on the way.

First of all, the current problem of the brand of regional public agricultural products may be restricted by the difficulty of unifying the quality standards and the low level of production technology, but the core is that the degree of marketization of the brand is not high, which is easy to form the "tragedy of the Commons". It can be said that the current brand of regional public agricultural products, like the resources or property of the Commons, has many owners, each of whom has the right to use it, but does not have the right to prevent others from using it, resulting in overuse and depletion of resources. Take Apple as an example, many fruit vendors actually have many kinds of packaging, and they can use whatever brand you want, but in fact, the things are not of origin at all. A reporter has seen all kinds of apple boxes from different producing areas, such as Shandong, Shaanxi, Gansu, and different languages such as English and Russian, at the fruit merchants in a certain place, but the sources are not matched at all. Therefore, the current field of agricultural products brand is still chaotic, all kinds of counterfeiting emerge one after another, and the phenomenon of selling dog meat by hanging sheep's head is constantly banned. Consumers generally already know where the agricultural products are good, but they can't solve the problem of "who buys the best".

For example, tea is an obvious example. At present, China is a large tea market with a small and scattered business body. There is only one Tieguanyin. I really do not know that there are hundreds or thousands of enterprises in the market. Who is Li Kui and who is Li Gui? it's not easy to tell. If we want to buy tea, we must first find a regional brand, Yunnan Pu'er or Minbei Oolong? Secondly, which company to look for is reliable. This is not the case with Lipton, the largest tea company in the world. It sells 20 billion yuan a year. Customers only know that they drink Lipton's black tea, without asking whether Indian black tea, Sri Lankan black tea or Chinese black tea. In the case of Lipton, it is the market brand of the enterprise that exceeds the regional brand of the tea producing area.

Lipton also produced a proposition about Chinese tea-why 70,000 Chinese tea enterprises are not as good as a British Lipton? Of course, this proposition is problematic, because the tea culture of China is different from that of the West. China's tea culture is too deep, which objectively forms the current situation of a large number of brands in small regions. It is difficult to deal with the market simply with black tea or green tea. Of course, it is also true that China lacks enterprises with the strength of integrating regional brands. However, the situation is not unchanged. For example, Tianfu Tea, which has opened stores everywhere, has taken a gratifying step in the construction of the brand in the tea market, initially integrating China's high-quality tea resources, and developing more than 1800 kinds of Tianfu series products, including oolong tea, green tea, black tea, Pu'er tea, scented tea and other packaged tea, bag tea and so on. Can make customers remember to go to Tianfu to drink authentic Tieguanyin, rather than Anxi Tieguanyin Tea also sold in Tianfu, this is a very difficult change in consumer concept, the logic behind is the transformation of regional brands to market brands. Recently, Lenovo went to be Xihu Longjing Tea, in fact, it is also combining regional brands with commercial brands, trying to open up a new way of agricultural brand marketing.

Then my point of view is very clear that the regional brands of agricultural products will eventually be transformed into market brands held by enterprises as the main body. In the future, we need to know not only where the agricultural products are good, but also which enterprises operate which brands of local agricultural products are good. At present, the following work should be done well:

We will continue to promote the brand building of regional agricultural products. It must be admitted that for agricultural products, regionality is the uniqueness relative to industrial products. There are no regional differences in highly standardized industrial products, and there are agricultural products that nourish each other, which also brings an important opportunity for the marketing of agricultural products, that is, they can fully tap regional characteristics and advantages, so as to open up differentiated markets. Therefore, regional brand is the foundation of market brand. Now, although there are a large number of regional brands of agricultural products, the exploration of cultural heritage is still not in place, the production standards are not unified, and the low-price competition in the same industry is serious. Further actions of the local government are needed, such as strengthening regional brand management, standardizing production and sales behavior, and so on.

We will continue to explore the brand depth of the agricultural product market. Culture is the foundation of the brand, and there are great regional differences in agricultural products, but the homogeneity of major agricultural products is still inevitable, and we can only make a breakthrough in the regional culture. For example, the unique brand connotation of Wuchang rice and the beautiful story of Gansu Huuniu Apple are the inherent vitality of the brand. However, all of these, we should focus on the main body of the market-enterprises, either cultivate local enterprises, or introduce enterprises, integrate the brand of the enterprise with the brand construction of the region, and finally the brand will last forever. At the same time, speed up the industry association of farmers' professional cooperative organizations and play an important role in the construction of agricultural brands.

We will speed up the construction of a brand quality standard system for agricultural products. The first thing is standardization, to solve the contradiction between small-scale production and large market, with unified standards, standardized input management, scientific production management and strict storage and processing, so that the relative standards of agricultural products that cannot be completely standardized in theory, the external quality is relatively consistent with the internal quality, which is the production basis of brand marketing. Secondly, efforts should be made to solve the quality trust and establish a whole process traceability system to reassure consumers by scientific means. Third, it is necessary to make an article on the promotion of brand characteristics and transform the non-standardized identification method of agricultural products into a standardized and simple method that ordinary consumers can operate easily. For example, Ximu Longjing has two leaves in one heart and tea-shaped flat features, as well as the physical identification methods promoted by Yangcheng Lake hairy crabs.

Strengthen the protection of brands of agricultural products. Today's brand protection is more in the field of industrial and commercial brands, and agricultural brands are still in the stage of cultivation and growth, but it can be foreseen that with the passage of time, the protection of agricultural brands will also become a realistic topic. especially when enterprises are the main body of the brand, this situation will be inevitable. At present, it is necessary to improve the relevant rules of agricultural brand protection, such as authorization system, region of origin protection system, how to deal with brand counterfeiting infringement; how to define the protection of agricultural enterprise brand between regional public brand and commercial brand needs to be studied.