Where is the fundamental way to build the brand of Chinese fruit?

In recent years, unsalable information about fruits has emerged one after another in various places, and the domestic fruit market is facing the challenges of foreign fruits and the new environment of the rise of fresh e-commerce. In order to open up a new situation, fruit brands have turned their attention to brand stories and literary creation, hoping to move consumers with feelings and stories. In fact, however, feelings and stories resonate to promote buying for fruit brands, which is only a marketing tool rather than a fundamental one. So, where is the fundamental way to build the brand of fruit in our country?

After Chu Orange became popular on the Internet, Internet fruits such as "Liutao" and "Pan Apple" appeared one after another, but except Chu Orange maintained relatively stable sales, agricultural products such as Liutao and Pan Apple, which relied on celebrity effects, successively failed on the Internet. this shows that there are no excellent products, only relying on feelings and stories can only become a marketing hot spot, not a successful business.

Quality is fate, and quality is always the most important foundation. In fact, we always emphasize the concept that for food, delicious food always comes first. Whether it is around the brand to tell stories, do feelings, there is no quality as the basis, it is always "flowers in the mirror in the water", for consumers, quality is the most attractive thing, and stories and feelings are only the means to promote their purchase.

Standardization is the guarantee of brand development. In the contact with many new farmers who are electrocuted, a painful point often mentioned by everyone is the "non-standard" problem of agricultural products. The standardization of agricultural products includes two aspects, external and internal. Good taste, color, shape, size and other appearance up to a certain standard, unified, is external. The quality mainly reflects the internal standard of the product. Whether there is a standard performance is to see if it has been quantified.

In developed countries such as Europe, the United States and Japan, agriculture has been highly standardized at the production end. From the regional test and characteristic test of new variety breeding to sowing, harvest, processing and finishing, packaging and listing, there are a set of strict standards. Farmers have strict regulations on what varieties to use, when to plant watermelons, when to apply fertilizer, how much fertilizer to apply and when to pick watermelons. The length, thickness and bending degree of cucumbers on the market must meet the standard.

It is also a kind of spring onions. Japanese farmers have a set of strict and standardized processes from variety selection to different growth periods, so that the length and thickness of each spring onion is like a "clone" product; it is also growing grapes. Japan is only allowed to produce 4 clusters of grapes per square meter, each cluster of 400 grams, each grape weighs 12 grams; they also produce cucumbers, they require melons to be straight and the same length and color is basically the same. All agricultural products in Japan should be strictly screened and classified according to certain standards. Fish and shrimp are measured in "strips"; pears and apples are measured in "only", and there are no vegetables and fruits sold in weight units in the market. Those agricultural products that do not meet the standards are not allowed to enter the market, but are used as processing raw materials.

There are still many problems in the standardization of fruit industry in China. First, the lack of standards. Due to the differences of agricultural products in various links such as regions, natural conditions, modes of production and the diversity of products themselves, there is no perfect standard system for agricultural products in the process of production. there are not many standards that really have standard significance and play the role of industry standards, such as agricultural product production inputs, pesticides and auxiliary materials in the processing of agricultural products. Second, the consciousness of standardization at the social level is weak. In the production of agricultural products, many farmers are not active in the standardized production of their products. Although some scale agricultural producers have a certain standardized production capacity, they also fail to fully integrate industrial standards into the production process. In the consumption of agricultural products, we pay more attention to the information and price reflected in the shelf life and packaging provided by supermarkets or dealers on the basis of life experience, and do not pay much attention to the relevant standards of the products themselves. Third, the implementation of standardization construction is not enough. The standardization of agricultural products is a systematic project, which needs to be strongly promoted. However, the promotion of the executive link is not enough. In the monitoring and supervision of some products, there is still a lack of necessary understanding to promote standardization. in the process of testing and inspection of some products, there are few products that carry out testing and inspection, and the monitoring results exceed the standard or fall short of the standard. there are fewer cases of punishment for substandard testing. This situation further weakens the requirements of product standardization construction.

The quality problems and standardization problems of China's fruit industry are urgent problems to be solved. If we want to make our fruit brand more competitive, solving these two problems is the key.