The number of registered trademarks of agricultural products has doubled in 5 years, and the brand influence is insufficient.
Branding is the core competitiveness and important symbol of agricultural modernization. As of 2013, the number of registered trademarks of agricultural products in China has reached 1.25 million, which has doubled in five years, but there are still not many product brands with obvious competitiveness, and the cultivation and protection mechanism of brand agriculture needs to be further established.
The number of registered trademarks of agricultural products has doubled in 5 years, and the brand influence is insufficient.
This is what the reporter learned recently from the Chinese Brand Agricultural Development Conference held in Qingdao. Centering on the theme of "Greater China's Great Agricultural Strategy", the meeting exchanged experiences and theoretically discussed the direction and path of China's modern agricultural brand development.
"with the development of marketization, the brand construction of agricultural products has ushered in a rare opportunity, with the emergence of a large number of famous and special products with local characteristics, such as Sanyuan milk, Xihu Longjing Tea, Yangcheng Lake hairy crab and so on." Zhang Zhe, director of the Marketing Department of the Ministry of Agriculture, pointed out that from 2008 to 2013, the number of registered trademarks of agricultural products in China doubled in five years, but the overall foundation for the construction of agricultural brands is poor, and there are still few product brands with obvious competitiveness. Most brands still stay in local areas, and there are even fewer international well-known brands.
Experts attending the meeting believed that speeding up the construction of agricultural brands is an urgent task to change the mode of agricultural development and accelerate the promotion of modern agriculture. It is necessary to actively explore the establishment of a brand catalogue system for agricultural products and improve the evaluation system. Activate the driving force of brand development of agricultural products, and establish a mechanism for brand cultivation and protection. It is necessary to strengthen the top-level design of brand agricultural development and lead the industrialization, scale, standardization and organization of agricultural production and management with branding.
Yu Kangzhen, vice minister of agriculture, said at the meeting that in the process of accelerating the development of modern agriculture, the construction of brand agriculture has ushered in a golden period of development, and the overall planning and relevant policy arrangements for the construction of brand agriculture should be made in the future. vigorously develop high-quality agricultural products and improve product quality; all localities should find their own characteristics and achieve differentiated development. Innovate marketing methods, strengthen brand publicity, and properly handle the relationship between government guidance and market subjects.
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