The town of Magang has a dense network of water, many ponds, and many bays and meadows suitable for goose grazing. Photo by Li Zhuowen.
Rural revitalization.
Q?The key to characteristic agriculture is "special". When the origin mark has become a pass for products to enter the market, further use the brand effect and competitiveness based on the origin to carry out brand development, which can create higher economic benefits for special agricultural products. How can a brand strategy be implemented effectively?In this process, how to prevent "non-origin" products from being confused?In this issue, let's take a look at the practices of Magang Town, Kaiping City.
For consumers, there are "authentic" Magang geese everywhere, but they don't know which goose is real, which is also a common pain point for some GI brands.
Kaiping Magang goose is one of the four famous geese in Guangdong, and it is also a national geographical indication agricultural product and a national famous and excellent new agricultural product. As the preferred material for Guangdong roast goose, Magang goose occupies nearly seventy percent of the market share of Guangdong meat goose consumption.
As a common food on the table of Cantonese people, agricultural products such as Magang goose should have a huge market space, but for a long time, Magang goose has lacked sufficient recognition in the meat goose market of uneven quality, and the product structure is single.
First, the industrial chain is not long, brand building efforts are not enough, and many other development pain points need to be solved urgently, in a sense, it has fallen into the dilemma of bad money driving out good money.
Exploring the development of the whole industry chain, how can "excellent products" Magang goose be seen by more consumers?
Southern ** reporter Dong Youyi.
Come to Kaiping "must taste".
Why can the Magang goose from Kaiping, Jiangmen, occupy nearly seventy percent of the market share of Guangdong meat goose consumption for a long time?
Walking into the Huachang Magang Goose Conservation Base located in the Hongfeng Village Committee of Magang Town, Kaiping City, the beautiful scenery surrounded by mountains and rivers comes into view, and tens of thousands of Magang geese are playing and foraging in the water. Not far away, the largest Magang goose seedling distribution center in Wuyi area - Magang Goose Comprehensive Service Center will welcome customers from all over the world in the early morning every day, and a single goose seedling transaction will be quickly completed here.
As early as ancient times, Magang Town has been breeding Magang geese in every household, which has achieved the reputation of "thousand-year-old goose township" in the local area. At present, Magang Town has raised about 500,000 female geese, with an annual production of about 6 million pairs of purebred Magang goose seedlings, and key breeding enterprises such as Huachang Magang Goose in Guangdong Province have emerged.
The town of Magang, adjacent to Peacock Lake, has a dense network of water, numerous ponds, and many bays and meadows suitable for herding geese. The unique climatic and hydrological conditions provide a favorable habitat for the natural water-loving Magang goose.
The authentic Magang goose is not difficult to identify: aconitum head, black beak, black back, black feet, commonly known as "four black", gray-black feathers, big head and thick neck, wide chest and high feet, moderate body size. Its delicate flesh, moderate fat, delicious taste, is one of Kaiping's signature delicacies. In the local area, there has been a saying for a long time: "To Kaiping, you must not go to see the watchtower, you must not taste the Magang goose." ”
Magang goose is very popular among consumers, as can be seen in the sales of local businesses.
Every evening, the parking lot of the catering brand of Kaiping City's excellent name Magang Goose *** - "Goose City" restaurant is "hard to find", and many tourists from surrounding cities have specially driven over to taste Magang Goose. "The annual sales of 'Goose City' restaurant exceed 50 million yuan, of which the sales of Magang goose exceed 30 million yuan. Qi Chaoqun, the head of the company, said.
Why are Magang geese so favored?"Among the four famous geese in Guangdong, the Magang goose is of moderate size, and the meat is tender and delicious. An adult goose is about 4 kilograms, and after slaughter, it is about 35 kg, suitable for ordinary household consumption. Zhang Jianliang, general manager of Kaiping Jifeng Magang Goose Animal Husbandry, told reporters.
It is blessed with a unique breeding environment, a moderate size of edible body shape, and a unique meat texture and ...... tasteWith the blessing of many advantages, Magang goose is "invincible" in the meat goose market.
The Magang goose has an "identity card".
Why is it that Magang Town, where it originates, has not been able to obtain the corresponding fiscal and tax revenue from the goose breeding industry, and it is difficult for local enterprises and farmers to share the dividends?
When it comes to regional brands, especially geographical indication brands, it is easy for people to think of "Wuchang Rice", "West Lake Longjing", "Zhongning Goji Berry", "Anji White Tea", "Gannan Navel Orange" and ......However, due to the lack of ownership of brand value, these regional brands are more or less faced with many development problems, such as insufficient benefits for local people, difficulty for consumers to buy genuine products, and rich enterprises without rich finance.
Although the Magang goose is quite popular in the market, it has also faced a similar dilemma for a long time.
Due to the single product structure.
First, the industrial chain is not long, the brand building is not enough, local farmers, goose enterprises, and ** have not been able to fully enjoy the industrial development dividend of Magang goose, and these factors, in turn, have led to the failure of the industrial added value of Magang goose to be further explored.
The goose enterprises are not satisfied, the local ** is not satisfied, the local people are not satisfied, and the consumers are not satisfied. After conducting in-depth research on the Magang goose industry, Li Guanlin, member of the Service Industry Expert Advisory Committee of the National Development and Reform Commission and president of the Guangdong Tertiary Industry Research Association, gave such a judgment.
For the local area, the Magang goose is the most advantageous resource of origin with market tension, but the Magang goose industry still has small, scattered and weak problems, and the germplasm resource highland has not really been established, and standardization, greening, organic and digital breeding need to be promoted urgently.
For consumers, there are "authentic" Magang geese everywhere, but they don't know which goose is real. "This is also a common pain point for some GI brands, due to unclear geographical boundaries, unclear construction responsibilities, unreasonable distribution of brand benefits, counterfeit and shoddy products flood the market, and consumers are difficult to distinguish. Li Guanlin further analyzed.
The key to solving the problem is about to come out. In March last year, Kaiping City officially launched the cultivation and construction of the country's first town-level administrative district brand "Magang Youpin", promoted the "Administrative District Brand + Enterprise + Base + Farmer" industry exhibition, accelerated the construction of the "Magang Youpin" online e-commerce platform, offline entity logistics and distribution base, and established and improved the five systems of "Magang Youpin" identification standards, product production, product marketing, industrial support, and talent support, which brought new opportunities to promote the Magang goose industry to become bigger and stronger.
This means that from the identification of germplasm resources, the greening of breeding, the standardization of deep processing, the unification of brands, etc., Magang goose from the farm to the table, every link has traces to follow. In other words, for the first time in the market, Magang Goose has a unified "ID card", and the brand value is expected to be further enhanced, and the above-mentioned industry dilemma is expected to be solved.
Occupy the "high ground" of the industrial chain
How can Magang goose stand out from similar competitors and be seen by more consumers?
Brand building is important, but the key to transforming the added value of the brand into tangible economic benefits lies in extending the chain and supplementing the chain, and promoting the gradual expansion of the original single industrial chain to the whole industrial chain.
The "Guiding Opinions on Accelerating the Cultivation and Development of the Whole Agricultural Industry Chain" issued by the Ministry of Agriculture and Rural Affairs in May 2021 pointed out: "The entire agricultural industry chain is an organic whole that is closely related, effectively connected, coupled and coordinated with the main body of agricultural research and development, production, processing, storage and transportation, sales, brand, experience, consumption, service and other links. In recent years, the development of China's entire agricultural industry chain has accelerated, but there are still many shortcomings and weak links. ”
For the Magang goose industry, the key lies in the protection, development and utilization of germplasm resources. For the local people, it is the meaning of occupying the "highland" of the Magang goose industry chain and leading the development of the whole industrial chain of the Magang goose to independently control the species resources of the origin of the Magang goose and firmly grasp the species resources of the origin of the Magang goose with this basic, core and public nature.
In the past two years, we have continued to increase our efforts to implement the Magang goose purification and rejuvenation project, and released the results of the gene sequencing of the Magang goose, which was recognized as a provincial livestock and poultry genetic resources conservation farm in 2022. Next, we plan to further apply for the recognition of national livestock and poultry genetic resources conservation farms. Liang Binglin, chairman of Guangdong Huachang Magang Goose, introduced.
On the production side, companies like Huachang have also continued to make efforts. In the rows of incubation machines in the company's incubation room, the goose eggs rotate at a uniform speed, and the "baby goose" will hatch after 30 days.
The high-standard ecological breeding base is the cornerstone of creating high-quality agricultural products. In the breeding process, Magang Town and Zhongkai College of Agriculture and Engineering cooperated to establish the Magang Goose Research Institute to promote the ecological breeding mode of livestock and poultry, and guide the enterprise to build the Magang Goose Ecological Breeding Demonstration Base and 4 Magang Goose Optimization Farms.
Among them, Kaiping Jifeng Animal Husbandry strictly manages breeding pollution sources, establishes a sewage discharge and treatment circulation system, optimizes the treatment and recycling of livestock and poultry manure, and successfully builds a demonstration base for ecological breeding of Magang geese, and the number of Magang geese has expanded from 20,000 to 100,000.
When it comes to deep processing, the current hot prefabricated vegetable industry just provides a good opportunity for Magang goose to move towards large-scale production and enhance the added value of the industry.
Relying on the Magang Goose Prefabricated Vegetable Industrial Park, we are accelerating the construction of a modern slaughtering production line, cold chain storage and transportation, and deep processing of Magang Goose prefabricated vegetables and other ecological development patterns of the whole industry chain. According to the relevant person in charge of Magang Town, Kaiping Magang Goose Prefabricated Vegetable Industrial Park has been included in the list of key construction projects in Guangdong Province, with a planned land area of 650 acres and a development area of 330 acres in the first phase.
In the lack of standardization in the meat goose market, whoever occupies the "high ground" of the industrial chain is expected to be the first to break through. With high-standard ecological breeding and the development of the whole industry chain, Magang Goose is striving to move to the upper reaches of the value chain and onto the tables of more consumers.