In today's era, how can rice mills achieve healthy development and go further?This is a question worth going deep into. As a traditional agricultural enterprise, rice mills are facing many challenges, such as fierce market competition, rising costs, and backward technology. In order to remain invincible in the fierce market competition, rice mills need to constantly innovate and improve to adapt to the changing market environment. First of all, rice mills need to strengthen brand building. Brand is the image and reputation of an enterprise, and it is an important basis for consumers to choose products. Rice mills should pay attention to the shaping of brand image and enhance brand awareness and reputation. By establishing a unique brand image, rice mills can better attract consumers and increase market share. 
Second, rice mills need to strengthen product innovation. As consumer needs continue to change, rice mills need to continuously introduce new products to meet consumer needs. In terms of product research and development, rice mills need to increase investment and constantly explore new processes and formulations to improve the quality and taste of products. At the same time, rice mills also need to pay attention to the packaging and publicity of products to attract more consumers. In addition, rice mills need to strengthen information construction. Informatization is the inevitable trend of modern enterprises, through the construction of informatization, rice mills can realize the informatization and intelligence of production, management, sales and other links. This can not only improve the production efficiency and management level of enterprises, but also help enterprises better grasp market demand and consumer feedback, and provide more scientific and accurate data support for enterprise decision-making. 
Finally, rice mills need to strengthen cooperation and exchanges. In the modern market competition, cooperation and communication is an important way for the development of enterprises. Through cooperation and exchanges with other enterprises and scientific research institutions, rice mills can share experience and resources to jointly promote the development of the industry. At the same time, rice mills also need to actively participate in industry associations and standard-setting work to contribute to the development of the industry. 
To sum up, in order to achieve benign development and go further in the current era, rice mills need to pay attention to brand building, product innovation, information construction, cooperation and exchange. Only in this way can rice mills continuously improve their competitiveness and market position and achieve sustainable development.