Introduction: Brand-driven, push mushrooms to eat, Xixia shiitake mushroomsLeading Chinese shiitake mushrooms into a new era!
Xixia shiitake mushroom is a well-known agricultural product in Henan Province that is "sold all over the world".The annual output is stable at about 300,000 tons, and it has become the new favorite of the world's people's tables because of its unique style such as round mushroom shape, dense mushroom quality, thick mushroom meat, bright color, thick stipe, neat fungus folds, fresh and tender taste, and smoothness. Xixia shiitake mushrooms take a sea express ship, departing from Qingdao Port, and selling to Japan, South Korea, the United Arab Emirates and other countries and regions;On the other hand, take the "China-Europe train", starting from Zhengzhou, Nanyang and other places, and selling to more than 30 countries and regions of the "Belt and Road" such as Russia and Vietnam, accounting for one-tenth of the country's shiitake mushrooms, accounting for more than 50% of Henan Province's export agricultural products, and earning more than 8 billion US dollars in foreign exchange through exports, making the world truly fall in love with Chinese mushrooms.
Xixia County pays attention to the brand building of shiitake mushroomsActively excavate the cultural connotation of shiitake mushrooms, and rely on channels such as the "Belt and Road" and the Asia-Europe Express to spread the mushroom civilization. Efforts should be made to do a good job in the construction of Xixia Shiitake mushroom's "Modern Ecological Characteristic Cultural and Creative Park", with tourism, pastoral picking, mushroom stick adoption, couplet culture, and catering culture as the main channels, giving shiitake mushrooms far-reaching cultural connotations. At the same time, two "Xixia Shiitake Mushroom Song" ("A Touch of Fragrance Between Mountains and Waters" and "As First Seen") were collected from all over the country, singing the unique brand culture theme of "Xixia Shiitake Mushroom A World", which made Xixia Shiitake and Shiitake mushroom culture deeply rooted in the hearts of the people and spread overseas, making contributions to Chinese Shiitake to the world and becoming the spokesperson of "China's National Mushroom".
Xixia County has been rated as "National Mushroom New Rural Demonstration County", "National Edible Mushroom Industry Top Ten Main Production Base Counties", "National Edible Mushroom Industrialization Development Demonstration County", "National Edible Mushroom Cultural Industry Construction Advanced County", "China Edible Mushroom Pollution-free Science and Technology Demonstration County", "National Excellent Mushroom Export Base County", "China Mushroom Township" and "National Edible Mushroom Standardization Demonstration County". "Xixia Shiitake Mushroom" has won the "China National Geographical Indication Product" and "Ecological Origin Protection Product", and has becomeChina's edible fungus industry is a rare regional brand with strong influence, which has become a new growth point for the economic development of Xixia.
Xixia mushroom industry takes the "14th Five-Year Plan" as the blueprint, takes "green, stable production, quality improvement and efficiency improvement" as the goal, takes "improving the level of scientific research, realizing the modernization of stick making, improving the four-chain isomorphism, and promoting the mushroom culture" as the starting point, and takes the implementation of the "158 Project" (with the establishment of "Xixia Mushroom Group" as the leader, and the construction of "five platforms and eight parks") as the focus point, and strives to build "four bases and four centers" (R&D base, production base, export distribution base, cultural communication base, technology output center, Carbon neutral product direct supply center, first-class manufacturing center, brand formation center), to promote the efficient and rapid development of the mushroom industry.
The cultivation scale of shiitake mushrooms in Xixia County is maintained at about 300 million bags every year, with an annual output of 300,000 tons of shiitake mushrooms, an output value of more than 3 billion yuan, and a comprehensive economic benefit of 15 billion yuan. There are nearly 200,000 people engaged in the production and operation of shiitake mushrooms in Xixia County, 60% of the county's population is engaged in the shiitake mushroom industry, and 60% of farmers' income is in the shiitake mushroom industry.
At present, Xixia has formed a complete mushroom industry chain integrating production, processing and sales, and has become the largest standardized production base of mushrooms in China, a large county of mushroom production in China and an important distribution center of mushrooms.
Xixia County has built 15 mushroom professional townships, 140 professional villages, and 198 standardized bases, with a standardized productivity rate of more than 98%. There are more than 500 processing enterprises, including 2 state-level leading enterprises, 5 provincial-level enterprises, 24 municipal-level enterprises, 1 GEM listed enterprise, more than 150 export enterprises, 474 mushroom professional cooperatives, and more than 200 products in 6 categories. The annual export volume is more than 1.3 billion US dollars, accounting for about 30% of the total number of countries and countries along the "Belt and Road".
Xixia shiitake mushroom from planting to consumption terminal industrial chain is complete, the integration of primary, secondary and tertiary industries is high, the products are diverse, the annual refrigerated storage is more than 100,000 tons, the processing is more than 250,000 tons, is an important modern agricultural industrial park and industrial cluster in Henan Province.
The reason why Xixia shiitake mushroom is deeply loved by people all over the world is not only because of its own endowment advantages, but more importantly, because it has done enough in brand creation and has become a famous and high-quality new product at home and abroad. The development and growth of the brand has not only driven and promoted the development of agriculture, farmers' prosperity and rural construction, but also led to the development of related industries, promoted the growth of regional economy, and enhanced local popularity and reputation.
The royal road of agricultural brand building in the new era is to do things with "roots" and "souls". Strategic brand consultant Fulai Consulting judged that Xixia shiitake mushroom should be rooted in the "world mushroom industry center based on the export of shiitake mushrooms", brand-driven, promote mushrooms to food, and shape the brand soul of "world-renowned mushrooms". Adhere to the international vision, take the world industrial center as the development coordinate, and use the world mushroom industry center to lead the "four bases, four centers, and four leaps" of the Xixia plan.
The world's shiitake mushrooms look at China, and the export of shiitake mushrooms looks at Xixia, and Xixia shoulders the world mission of Chinese shiitake mushrooms. The brand slogan "Xixia Shiitake Mushroom makes the world fall in love with Chinese mushrooms", in one sentence, let the Chinese people know that the world's most beautiful shiitake mushroom export is Xixia, and China's world-class good shiitake mushrooms are in Xixia.
On November 12, the 2023 Xixia Agricultural and Cultural Tourism Promotion Conference was held in Beijing. The Xixia mushroom regional public brand and Xixia brand IP Xixia Beibeilong planned by Fulai Consulting were released on the same stage.
Xixia is the hometown of Chinese dinosaurs, and the world's largest dinosaur embryo fossil - "Chinese Beibeilong" fossil was unearthed here, causing a sensation in the world. Fulai Consulting finds world-class public assets, grafts public assets, and transforms them into private assets of the Xixia brand. With the Chinese Beibeilong as the prototype of creation, the cultural force of tens of millions of years is implanted into the brand, and the world-class IP is used to empower Xixia!As the brand IP of Xixia City, Xixia Beibeilong will maximize the establishment of city brand equity, improve the efficiency of city brand communication, and promote the integrated development of agriculture, culture and tourism.
Xixia Beibeilong + Xixia Shiitake + Xixia Kiwi, one IP is played to the end, and the brand equity is maximized. One fragrance and one sweetness, one movement and one stillness, one red and one green, one body and two wings, one line, creating a city brand, an industrial brand, an agricultural and cultural tourism brand, and a rural revitalization brand, the four-in-one "Xixia model" to create a "Xixia model" of agriculture, culture and tourism integration, rural revitalization and urban marketing.
*: Henan Provincial Department of Agriculture and Rural Affairs, China Agricultural Brand Public Service Platform, etc.