The modern market has entered the stage of overcapacity, the aroma of wine is also afraid of deep alleys, brand building has changed from "throwing money" to diversified competition, new agricultural products brands want to stand out, not only products to be outstanding, but also to find innovative positioning and marketing ways.
OneResearch your target market and understand consumer demands
Before building a brand, we need to use market research, consumer interviews and data analysis to gain a deeper understanding of the target market's expectations and preferences for agricultural products, so as to help the brand position and determine the marketing direction more accurately.
1.Quality & Safety
With the improvement of productivity, the needs of consumers have also changed, and modern people have higher requirements for the quality and safety of agricultural products. They are paying more attention to the taste, nutritional value and freshness of their products, and at the same time, due to the increased focus on food safety issues, they are also more stringent in terms of the safety of agricultural products and pesticide residues.
2.Traceability and transparency
More and more people want to know about the ** and production process of agricultural products when purchasing. They are more inclined to choose products that provide detailed information and traceability to ensure the quality and credibility of the product.
3.Diversity & Innovation
Modern people have higher expectations for the diversity and innovation of agricultural products. They are eager to experiment with new varieties or processing methods, and they want to be able to get more options and new experiences in taste.
IIStrengthen your brand story and create emotional resonance
Strengthening the brand story is one of the important directions to build a popular agricultural brand. A successful brand story captures consumer interest and emotional resonance, creating a strong connection between the brand and the consumer.
1.Emphasis on uniqueness
The uniqueness of the produce is key to building a brand story. The uniqueness of the brand can be reflected in the planting method, variety, origin, growing environment, etc. Incorporate these uniqueness into the brand story to showcase the value and quality of the produce that sets it apart.
2. Emphasize local characteristics
The local character of the produce is one of the elements that need to be highlighted in the brand story. By emphasizing the regional characteristics of the product, traditional cultivation methods, farmers' stories and traditional cultures, etc., it is possible to create an emotional resonance that is relevant to the target market.
For example, a brand story can highlight the origin of the product, the fertility and aura of the land, and the experience and wisdom of local farmers for generations.
3.Highlight the brand's mission and values
The brand story should highlight the brand's mission and values, so that consumers can resonate and identify with the brand.
For example, brands can emphasize a commitment to sustainable agriculture, a focus on environmental protection and social responsibility, as well as efforts to work with farmers and support rural development. These missions and values appeal to consumers who align with the brand's values.
4.Tell the story behind the product and its legacy
Highlight the story behind the product, such as the brand's heritage, unique production process or special planting location, etc. These backstories add to the emotional value and appeal of a product.
5.Engage and engage consumers
Engage with consumers through social**, event promotions, and more, so they can be part of your brand's story. You can build a closer connection with your consumers by sharing your users' stories,** or participating in contests.
IIIEnsure product quality
With the increasing attention of modern people to dietary health, ensuring quality has become the key to the success of agricultural product brands, and brands with poor product quality must not go long.
1.Promote and certify organic farming
Organic farming provides consumers with more natural, chemical-residue-free produce that can prove the quality and safety of the product by meeting organic farming certification standards.
2.Establish a quality control system
Producers should strictly follow national and regional food safety standards and take active measures to ensure that their products comply with relevant regulations. It includes standardized production processes, standardized operating procedures and strict testing and monitoring. Through strict control and testing of each link, we can ensure that the product meets the quality requirements at every stage.
3.Increase scientific research and innovation
By actively investing in research or tracking the latest scientific and technological achievements, we innovate in all aspects of cultivation, quality control and storage to improve the quality and safety of our products.
FourPromote the deep processing of agricultural products and create added value
1.Development of new processing technologies and processes
Using modern technology, research and development of new agricultural processing technologies and processes. For example, the use of high-pressure processing, freeze-drying and extraction technologies can retain the nutrients and taste of agricultural products, extend the shelf life of products, and increase the added value of products.
2.Create a diverse range of derivatives
Transform agricultural products into various forms of derivatives to expand the market demand and scope of application of products. For example, fruits are made into jams, juices, dried fruits, etc., and vegetables are processed into quick-frozen vegetables, canned vegetables, etc. This not only satisfies the needs of different consumers, but also extends the sales cycle of the product.
3.Provide customized and personalized products
According to the diversity of consumer needs, we develop customized and personalized processed agricultural products. For example, according to the tastes and preferences of consumers, special ingredients, products with different flavors, etc. are offered.
4.Strengthen industrial chain cooperation and cooperatives
The deep processing of agricultural products requires multi-party cooperation to establish a close cooperative relationship between the upstream and downstream of the industrial chain. Producers, processors, distributors, etc. can form a win-win cooperation model in product planning, development and sales.
In addition, the construction of agricultural cooperatives can improve the bargaining power of farmers and increase the added value of products.
FiveEstablish direct sales channels to achieve brand premium
The traditional first-chain model often restricts the development of agricultural product brands. Establishing a direct sales channel can not only bring more opportunities and market advantages to agricultural brands, but also increase consumer loyalty to products.
1.Build an online sales platform
Create your own official** or e-commerce platform that offers** the convenience of buying produce. Through the online platform, consumers can directly connect and communicate with producers to understand the information and story of the product. This not only enables a brand premium, but also saves costs on traditional distribution channels.
2.Establishment of agricultural fairs
Producers of agricultural products are invited to come together in the form of markets or fairs to sell directly to consumers. This approach provides consumers with direct access to producers, increasing the uniqueness and brand identity of the product.
3.Participate in agricultural community** activities
Cooperate with community** organizations to centralize supply to community** groups. This form can reduce the intermediate links of the product and improve the competitiveness and profit of the product.
4.Strengthen brand promotion and marketing
Increase product awareness and recognition through branding and marketing campaigns. Through news, social networking, advertising and other channels, the unique value and brand story of agricultural products can be promoted, and consumers can pay attention to and buy the brand.
SixendNot only agricultural product brands, but also other types of product branding, can also focus on brand story, strengthen technology, product deep processing and direct sales channels, etc., to shape emotional resonance, improve quality and output, create added value and achieve brand premium, so as to achieve the purpose of the brand to quickly stand out in the market.