On December 25, 2023, Jia Xiao, chief expert of Nongben Consulting, and his party were invited to inspect the Guanghe sheep industry and have a discussion with the leaders of Guanghe County and relevant departments. This article is based on the recording of the symposium and has been deleted.
This time I went to Guanghe to investigate, and the time was very rushed. After looking at the sheep industry in Guanghe County, my biggest feeling is "not regrets, shocks". "Three-full" industry
We often say that in order to develop an industry, we must first understand the industry. After looking at it one day, I think the Guanghe sheep industry can be summarized as "three full industries". First of all, the Guanghe sheep industry is a "national industry".
I think you know this better than I do. The comrades who accompanied the investigation told us that 42% of the total income of farmers in Guanghe County comes from the sheep industry, and nearly 70% of the farmers in the county raise sheep. Therefore, in Guanghe, the sheep industry is not only a national industry, but also a people's livelihood project. I think this is also the reason why the county party committee and county have established the sheep industry as the leading industry and the "No. 1 industry" in Guanghe. The people of Guanghe eat sheep and raise sheep at home, and the lives of the people of Guanghe are closely related to sheep. That was my first realization.
Second, the Guanghe sheep industry is a "whole industry chain". We have inspected a lot of sheep production areas, but the vast majority of the production areas have a short industrial chain, mostly concentrated in one production. There is a slaughtering and processing industry in some areas, but more areas are live sheep sales, and there is almost no industrial chain. Guanghe sheep industry is the whole industry chain, including breeding, forage planting, breeding, slaughtering and processing, trading, cold chain transportation, by-product processing, etc., especially the fur processing industry in Sanjia market town, which left a deep impression on us. It should be said that Guanghe is the production area where I see a relatively complete sheep industry chain. On the one hand, thanks to the trade tradition of Guanghe, as early as the 80s of the last century, Sanjiaji was already a fur processing and distribution center. On the other hand, in the past two years, the county party committee has done a lot of work around supplementing, extending and strengthening the chain, and the original industrial shortcomings such as forage planting, slaughtering and processing have been made up. Therefore, the "whole industry chain" is an important feature of Guanghe sheep industry.
Third, the Guanghe sheep industry has the potential to be a "national market".
Judging from the current situation and development trend of the industry, we believe that the Guanghe sheep industry has the potential to be a "national market". First of all, Guanghe is the "Northwest Cattle and Sheep Fur Distribution and Processing Center", and the Guanghe Cattle and Sheep Fur Industry has formed a pattern of "buying the Northwest and selling the whole country". At present, Guanghe cattle and sheepskin and wool processing is mostly primary processing, rough processing, mainly raw material product sales, lack of refined and high value-added products. I believe that with the business card of Guanghe sheep industry, this industry will be bigger and stronger.
Secondly, Guanghe mutton has the possibility of going to the whole country. We know that at present, a considerable amount of Guanghe mutton is localized consumption, although some of them go out of Gansu, but because the brand is not loud enough, they do not go far and do not go out much. This time we came to Guanghe, and we learned that the county party committee and county proposed to build a "national green beef and mutton land" in Guanghe. We believe that relying on the ecological advantages of Guanghe, in time, Guanghe mutton will definitely be like Yanchitan sheep, calling the whole country and going to the whole country.
This is my third realization. NongbenInsights
This time we came to Guanghe, we strongly felt the speed of Guanghe's sheep industry all the way, and also saw the progress made in the past and especially in the past two years. Based on our experience, we believe that the soaring Guanghe sheep industry must take the road of branding, and Guanghe also has the strategic resources of sheep branding.
1.Guanghe sheep industry must take the road of branding.
Homogeneity is the trend, branding is the ultimate difference.
As we all know, almost all industries, including the sheep industry, will eventually have product homogenization. In our country, there are few barriers to the agricultural industry, and even if some industries have differences in varieties and technologies, they will be quickly imitated and surpassed.
In the case of the Guanghe sheep industry, the current sheep breeds are not unique. There are many varieties of Hu sheep as a maternal hybrid in the country, which can be bred in Guanghe, other counties and districts in Linxia Prefecture, Xinjiang, Inner Mongolia, Hebei and other places.
In addition, mutton is a common commodity and is produced all over the country. In Gansu alone, there are Huanxian lamb, Jingyuan lamb, Minqin mutton, etc., even if the quality of these mutton is different, for consumers, the difference is not obvious.
In this context, building a brand has become an inevitable choice for the development of the sheep industry. For example, the advertisement of "Huanxian Lamb" was played early, and it became famous in Gansu. Another example is "Yanchitan sheep". In the first half of this year, I communicated with Secretary Hua Zhimin (Secretary of the Guyuan Municipal Party Committee, former Secretary of the Yanchi County Party Committee, Secretary of the Party Leadership Group and Director of the Department of Agriculture and Rural Affairs of Ningxia Hui Autonomous Region), and he told me that when he first arrived in Yanchi at the end of 2013, Yanchitan sheep were not very famous. Under his leadership, Yanchi Tan Sheep began to play a brand, and in just a few years, it became a fragrant dumpling in the market and a representative of Ningxia Tan Sheep.
The brand creates difference, and the brand creates value, which is the law of the market.
Scale, standardization and branding are the "trilogy" of agricultural development.
Like other industries, Guanghe Sheep Industry will definitely go through the "trilogy" of agricultural development - scale, standardization and branding. At present, the large-scale scale of Guanghe sheep industry has been preliminarily completed. On the 538 square kilometers of land, there are 1.35 million sheep in stock every year, and more than 3 million sheep are slaughtered, which is a remarkable achievement. At the same time, the standardization of Guanghe sheep industry has made great progress. This time in Guanghe, we learned that in the past few years, the team of Professor Zhao Shengguo of Gansu Agricultural University has made great contributions to the standardization of Guanghe sheep industry, and has successively formulated and promoted breeding standards, breed standards, feed standards, meat quality standards, etc., and is currently promoting the construction of standardized feeding houses. After standardization, it must be branded. Only branding can transform the advantages of industrial resources into market advantages and promote the high quality and efficiency of the industry. Without branding and good benefits, the industry will lose the momentum of development and it will be impossible to develop sustainably.
2.The geographical context and business tradition are the strategic resources of Guanghe sheep branding.
Guanghe sheep industry brand building, has its own advantages, but also has unique conditions.
First of all, the geographical context of Guanghe is special.
As the county with the highest concentration of ethnic minorities in the country, the Hui and Dongxiang ethnic minorities account for 98% of the total population of Guanghe. The national culture and customs have had a profound impact on all walks of life in Guanghe, and will inevitably affect the Guanghe sheep industry, such as breeding links, processing links, etc., all of which have the regional characteristics of Guanghe, making the Guanghe mutton culture unique, and the quality is higher than that of most production areas.
Yesterday, Ma Yongzhong, a member of the Standing Committee and deputy county magistrate, was supposed to take us to see the water source in Guanghe County, but we couldn't make it because of the freezing snow and slippery roads. It is said that the drinking water of cattle and sheep in Guanghe is meltwater from the snow-capped mountains. The unique geographical climate and breeding methods make Guanghe mutton tasteless, which are the rewards of geographical context.
Secondly, Guanghe has a long tradition of commerce and trade.
Guanghe County's long-standing business tradition has refreshed our cognition. Guanghe does not produce tea, but it has become a tea distribution center; Guanghe is the northwest cattle and sheep fur processing and distribution center; Guanghe people have business genes, and tens of thousands of Guanghe people do business all over the country; The people of Guanghe have more than 5,000 beef ramen shops across the country......And so on, are the strategic resources of Guanghe mutton brand building.
Paths and GoalsThe development path of Guanghe sheep industry is very clear:Science and technology prosper sheep, brand strong sheep.
The scientific and technological team of Professor Zhao Shengguo of Gansu Agricultural University guided the people of Guanghe to raise sheep well and ensure the good quality of Guanghe mutton. On this basis, the important goal of Guanghe mutton brand building is to achieve "mutton premium" and "sheep industry efficiency". Now the price of Guanghe mutton is low, and the benefits are average. **Vigorously promote industrial development and support the cultivation of industries, but the sustainable development of the industry must be driven by the market and driven by benefits. The brand building of Guanghe sheep industry is to start the brand and enhance the premium of Guanghe mutton.
There is also an important goal of Guanghe sheep industry brand building, which is to cultivate industrial clusters and improve the comprehensive benefits of Guanghe sheep industry. At present, Guanghe cattle and sheep fur has formed a situation of "buying the northwest and selling the whole country". In the future, can this cluster be made bigger and stronger? Will Guanghe become the largest wool and sheepskin processing and distribution center in Northwest China and even China? In addition, the Guanghe mutton brand was launched, the premium of Guanghe mutton was enhanced, and Linxia sheep and Gansu sheep were encouraged to come to Guanghe for distribution and processing, so that Guanghe became a green mutton cluster center. That's what we're working towards. During the inspection yesterday, I saw the advertising slogan of Guanghe mutton, "Guanghe mutton is widely connected to the world". I think that in the future, Guanghe will go to the whole country, not only Guanghe mutton, but also many possibilities. Therefore,"Guanghe sheep pass the world".It is the strategic goal and the direction of efforts.
Jia Xiao talks about the construction of regional public brands of agricultural products from the three dimensions of understanding, practice and methods, and thoroughly explains the regional public brand of agricultural products and its construction.
The author, Jia Xiao, began the research on agricultural branding in 2006, served as the executive deputy director of the Agricultural Brand Research Center of the China Rural Development Research Institute (CARD) of Zhejiang University from 2009 to 2014, and founded the first consulting company specializing in the strategic planning of regional public brands of agricultural products in 2015 - Zhejiang Agricultural Brand Management Consulting*** has participated in the brand building of hundreds of regional agricultural characteristic industries in the country for 15 years, and has accumulated and formed the "agricultural method" of regional public brand building of agricultural products.
This book is the first systematic output of the "agricultural method".
Agricultural consulting cases all over the country, this book carefully selects 22 regions of different types and development stages of the characteristics of agricultural industry brand building practice, review the process, tell the "practice", analyze the "ideas", summarize the "gains and losses", hand-in-hand teaching of agricultural products regional public brand building methods and skills, for different resource endowments, different levels of development of the region are inspired. 
Yin Chengjie, former deputy secretary of the party group and vice minister of the Ministry of Agriculture, enthusiastically wrote the preface to the book, and he pointed out that the regional public brand of agricultural products plays a huge role in creating value, integrating resources and leading industrial development, and is the focus of China's agricultural branding. The thoughts and opinions in the book are practical and sincere, which is very inspiring for the development of industries in the vast agricultural areas, and has high learning reference and reference value for local party and government leaders, agricultural cadres, and agricultural brand building workers.
Party and government leaders and rural cadres who have read this book have spoken highly of it, and more than 10 provincial and municipal leaders, county party secretaries, and county magistrates have written down their recommendations and feelings after reading. Everyone agreed that the construction of regional public brands of agricultural products is the strategic starting point of rural revitalization! This book is an action guide for the construction of regional public brands of agricultural products! With one book in hand, the industry revitalization is worry-free!