E-commerce of Agricultural products should pay attention to Brand Strategy

At the agricultural e-commerce sub-forum of the "2014 China E-commerce Development Summit" held a few days ago, a number of experts said that there is a lack of competitive brands of agricultural products in the domestic e-commerce field, so it is necessary to establish a brand strategy for agricultural products.

Sui Bin, curator of the National Agricultural Exhibition Hall of the Ministry of Agriculture, believes that the current competition in e-commerce for agricultural products is already very fierce, and the next step will be more intense. If enterprises want to be in an invincible position in the competition, and have greater development, it is very important to adopt the brand strategy.

Xie Qiang, general manager of CCTV Network Electronic Mall, said: "there is a lack of professional platform for establishing landmark products and brand goods in China, and enterprises have fallen into long-term homogenization competition and lost differentiated brand value."

Xie Qiang said, for example, "China on the tip of the tongue" is a good case of brand building. "it has three advantages: first, it can quickly determine the image of the brand; second, it can pass the brand to the merchants; and third, it has a strong appeal to the merchants." He said bluntly that through the promotion of the brand, it attracted many merchants to join the CCTV online merchant city of "good products in China".

For agricultural products e-commerce how to do a good brand strategy, Sui Bin suggested that, first of all, the scope of business should be determined as high-quality brand agricultural products, which is the basis of building brand points. Secondly, the service content and means should be standardized, convenient and efficient, and gradually improve customer awareness and satisfaction. Third, learn from the operation and management experience of advanced e-commerce at home and abroad, constantly improve their own business construction and management capabilities, and make their own brands bigger and stronger.