How can the word "sell" in rice branding?

In the face of more and more picky consumers, only the brand rice with good ecological quality and taste can be sold at a good price, and the scale operators can achieve high yield and high efficiency. therefore, all localities consciously shift from selling rice to selling rice. this is a sign of the transformation and upgrading of the rice industry, and the difference in one word from selling rice to selling rice is of great significance. "how can the word 'sell' be used for branding? The market is there, and there are no varieties with high quality and good taste, and no matter how good the packaging is, consumers will not buy it. Good varieties cannot achieve high yield through standardization, and it is also difficult for farmers to increase their income in large-scale operation. Brand awareness must be reflected in all aspects of the industrial chain. Shanghai has been working hard. " Yin ou, deputy director of the Shanghai Municipal Committee of Agriculture, said.

Rely on characteristic varieties to form differentiation

Shanghainese love to eat good rice, whether it is real estate or foreign rice, only the better but not the best. therefore, Shanghai has implemented a three-year promotion plan for high-quality rice since 2001. in a short period of three years, high-quality varieties have rapidly reached 87% from less than 10% in 2000. Since 2010, we have continued to focus on the industrial development of high-quality rice, and the main varieties have basically achieved the goal of periodic replacement every 3-5 years, and the proportion of rice quality reaching the third-grade standard issued by the Ministry of Agriculture in the past three years has been maintained at more than 90%.

"this still cannot meet the needs of Shanghai citizens. In order to fill the market vacuum in October and November, and to meet the taste requirements of soft incense, we can only rely on characteristic varieties. Shanghai has successively cultivated high-quality early-maturing varieties, such as Nanjing 46, rosin 1018, Qingxiang soft japonica, and so on. In recent years, three high-quality and extra-early-maturing (national day rice) rice varieties have been bred: 'Huzaoxiang soft 1', 'Shanghai Zaoxiang soft No. 2' and 'Shanghai early soft Japonica'." Xia Longping, director of Shanghai seed Management Station, said.

The excellent real estate rice dominated by "Songzaoxiang 1" has filled the vacancy of National Day rice in the Shanghai market, while varieties such as "Huzaoxiang soft 1" not only further meet the requirements of early listing, but also meet the needs of Shanghai citizens for fragrance and softness. with these high-quality, high-yield and early-maturing varieties, the structure of the early, middle and late 1/3 varieties envisaged by the rice industry in Shanghai will be based.

In addition to science and technology, the cultivation of characteristic varieties also needs to be persisted. The reporter learned from the crop breeding and cultivation Research Institute of Shanghai Academy of Agricultural Sciences that the institute carried out breeding and scientific research activities around "high quality" ten years ago, and began to carry out a series of cultivation experiments of new high-quality National Day rice varieties in the suburbs of Shanghai in 2014. through three National Day rice taste tastings in 2015, we determined "Huzaoxiang soft No. 1", "Shanghai Zaoxiang soft No. 2" and "Shanghai early soft Japonica". It can be said to be sharpened for ten years for these three new high-quality National Day rice varieties with comprehensive traits such as appearance quality, yield and good taste.

After the successful cultivation of characteristic varieties, consumers have to know about the new varieties. Shanghai began to hold real estate high-quality rice evaluation and evaluation activities in 2010, and this is the sixth time this year. Not long ago, the reporter came to the event site, deeply felt the enthusiasm of the public to taste and buy, but also realized that it is not easy to build the "Shanghai Youmi" brand.

In this event, 18 rice cookers take turns to deliver 35 brands of rice to the public, involving 19 high-quality and high-yield rice varieties, 15 of which were selected by Shanghai. The activity was jointly organized by the Agricultural Technology Center, the seed Management Station and the Shanghai Rice Industry system Project team, and 32 enterprises participated in the activity.

The purpose of the evaluation and award is for the government to set up a stage for enterprises to perform, and the purpose is to let more consumers understand the high-quality rice of Shanghai real estate and build brand marketing channels for large-scale operators. however, the promotion of brand agricultural products is afraid of unstable quality and unsupply. how should Shanghai real estate high-quality rice withstand the test of scale and standardization?

Endorse high-quality rice brands with large-scale standardization

The area of rice in Shanghai is maintained at about 1.4 million mu, while the Shanghai market consumes tens of thousands of tons of grain every day. Therefore, around the market vacuum, Shanghai focuses on extra early and early maturity, as well as differentiated quality and taste, and its positioning is accurate. It also makes up for the competitive disadvantage of small industrial area, but the problems of scale and standardization of high-quality rice also exist.

Shanghai is the birthplace of family farms, and most of them produce rice. In this respect, Shanghai already has the advantage of moderate scale operation. After the scale of the industry brings a series of challenges, the most obvious is the urgent pursuit of high quality and high yield of the appropriate scale operators. They need to develop and grow by increasing the added value, and it is the only way to choose new varieties with characteristics.

How to realize the standardization of high-quality varieties after large-scale is the key link of the branding of rice industry in Shanghai.

In order to form the competitiveness of Shanghai real estate high-quality rice, Shanghai has formulated a number of pollution-free high-quality rice production technical regulations and pollution-free production local standards in recent years. Gu Yulong, head of the grain and oil department of the Shanghai Agricultural Technology extension Service Center, told reporters that Shanghai has formulated a cultivation technology model map for 11 high-quality varieties, according to which the yield and quality of real estate rice are guaranteed. The promotion and implementation of these regulations and standards and the application of model cultivation techniques have undoubtedly endorsed the brand of high-quality rice.

During the interview, the reporter learned that it is not easy to popularize high-yield rice technology, and it is even more difficult to demonstrate and popularize high-quality and high-yield varieties, which involves variety adaptability, agronomic improvement, and the need to strike a balance between high yield and ecological quality. these are real problems in front of agricultural technology extension personnel.

Shanghai has clearly defined the practices and objectives during the 13th five-year Plan period, that is, focusing on the whole process of mechanized operation and relying on the close cooperation of agricultural machinery and agronomy, we will comprehensively promote key technologies such as mechanized rice raising and transplanting, mechanical hole direct seeding cultivation, and mechanized rice drying. the comprehensive mechanization level of rice farming and harvest reached 88.5%, 2.6 percentage points higher than at the end of the 12th five-year Plan.

Shanghai will mainly promote five key technologies, in addition to mechanized planting, the matching model of improved varieties and methods, the balanced application of nitrogen, phosphorus and potassium, and the green prevention and control of diseases, insect pests and weeds, the "three-three system" stubble model will be the first. The "three-three system" stubble model is a grain farming system model first introduced in Shanghai in the country, which focuses on the combination of collecting land and raising land and the whole mechanized production of rice and wheat. In 2016, the proportion of "wheat-rice", "green manure-rice" and "winter ploughing and conservation land-rice" was 41 ∶ 33 ∶ 25 respectively.

"Shanghai real estate high-quality rice is the brand of Shanghai metropolis, and the Agricultural Technology Center has the obligation to hold activities such as rice evaluation and evaluation, but it is more important to do a good job in standardized planting through agricultural technology extension services, so as to endorse the high yield and high quality taste of Shanghai precocious rice. Without this endorsement, the branding of high-quality rice is empty talk." Zhu Jianhua, director of Shanghai Agricultural Technology extension Service Center, said.