How to Spiral Evolution of "Standardization, Brand and Electronic Commerce"

Standardization, branding in the surging tide of e-commerce, what kind of changes will occur among them? A few days ago, experts from government, industry, learning and research gathered at the Zhejiang Merchants Wealth Center for discussion.

Yu Yijun, who is in charge of agricultural standardization by the Department of Agriculture of Zhejiang Province, believes that at present, when traditional agriculture is transforming into modern agriculture, the core of promoting agricultural quality and efficiency and ensuring the quality and safety of agricultural products is to implement standardization. In recent years, standardization work has formed a promotion mechanism of "government promotion, departmental guidance, subject implementation and farmers' participation", but how to make "standardization" become the endogenous driving force of the main body of production is worth studying.

At a training course held by the Ministry of Agriculture not long ago, Yu Yijun introduced the work experience of agricultural standardization in Zhejiang, and the person in charge of the CARD Agricultural Brand Research Center of Zhejiang University and Alibaba's agricultural products e-commerce respectively introduced the development trend of agricultural branding and e-commerce. Experts from the three parties believe that the biggest obstacle to the promotion of standardization is that "high quality is difficult to get a good price", while branding can increase the premium space for agricultural products, while e-commerce can break through the time and space limitations of sales, and provide a path for the linkage of standardization and branding.

Therefore, Yu Yijun believes that standardization, branding and e-commerce are the development trend of modern agriculture, and standardization is the core of branding and e-commerce of agricultural products. Branding and e-commerce realize the value of standardization, while forcing the landing of standardization.

Hu Xiaoyun of CARD Agricultural Brand Research Center of Zhejiang University agrees with Yu Yijun's understanding. "to ensure a good product, we must implement standardization, which is the premise and basis; but if the product cannot achieve high added value, standardization will be reduced to rootless wood, and at this time we have to rely on branding; and e-commerce, although it itself may not enhance the added value, but through the platform to connect consumers, reuse brands, can be sold at a premium. In the final analysis, what ultimately makes the agricultural products gain the greatest value must be the branding. " Hu Xiaoyun said.

"at present, the first problem we are facing is how to ecommerize the brand, that is, to approach consumers through the e-commerce platform; secondly, e-commerce must be branded, otherwise it will only fight disorderly and erode the interests of farmers more and more; in the future, it must be the simultaneous development of branding and e-commerce, and the ultimate goal is to realize the accumulation of brand equity and brand value with the help of e-commerce." Hu Xiaoyun said.