Publish a collection of dragon cards to share millions of cash 1 brand building characteristics of the new era1.1. Mankind has entered the age of information civilization
The era of information civilization is a new civilization based on agricultural civilization, with industrial and commercial civilization as the core, and information technology as the support. From the "important thoughts" of Comrade ***, to the overall layout of the "four-in-one" of Comrade ***, and then to the coordinated development of the "five civilizations" of the General Secretary, especially the importance of ecological civilization, which is inextricably linked with our agricultural civilization.
1.2. Gave birth to and built a new ecology of the world
In the 5G era, with the development of the Internet of Things, cloud computing, big data, and artificial intelligence blockchain, our era has entered the stage of the interconnection of all things and the media of everything. New ** continues to change people's perception of information acquisition and information dissemination.
1.3. Characteristics of brand building in the new era
First, channels are everywhere. Channels are no longer king, everyone is self-aware, and now there is no absolute authority for information.
Second, the amount of information is growing exponentially. Information**, complex, distracted. Now the knowledge is basically two years new.
Third, spread anytime, anywhere. Speed is measured in seconds, and there are no provinces or borders.
Fourth, human-computer interaction and participation. It is participatory and interactive, and the word-of-mouth communication effect is prominent. The traditional era is dominated by interpersonal communication and mass communication. Now is in a new era, its speed is much faster than human-to-human communication, and the error rate is reduced, basically zero loss.
2. The brand building system and characteristics of the agricultural industrial park
Industrial prosperity is the key to rural revitalization. The development of modern agriculture is the most important content of industrial prosperity, and its focus is to improve the level of improved breeding, mechanization, science and technology, informatization, standardization, institutionalization and organization through product, technology, system, organization and management innovation, and promote the transformation and upgrading of agriculture, forestry, animal husbandry, fishery and agricultural product processing industries.
The modern industrial park is an important starting point for the implementation of the rural revitalization strategy. In 2021, the No. 1 document clearly pointed out that by 2025, about 500 demonstration areas will be created to form a pattern of echelon promotion of agricultural modernization. Since 2017, the Ministry of Agriculture and Rural Affairs and the Ministry of Finance have jointly launched the establishment of a national modern agricultural industrial park. According to the published list of application creation, as of 2023, there will be a total of 288 national modern agricultural industrial parks in China, including 41 in 2017, 21 in 2018, 45 in 2019, 31 in 2020, 50 in 2021, and 50 in 2023.
2.1. The brand system of agricultural products in the national agricultural industrial park
The brand system of agricultural products in the national agricultural industrial park is divided into four levels: the first layer: regional brand. Build a regional brand within the county. The second layer: industrial brand. Including primary, secondary, and tertiary industries. The third layer: several leading enterprise brands. The fourth layer: each leading enterprise brand has several product brands to form a product line.
2.2. Characteristics of the regional brand of the agricultural industrial park
First, the regional brand of the park has the characteristics of public goods, that is, non-exclusive and non-competitive.
Second, the regional brand of the park has regional uniqueness. It is due to the difference in local history and culture, customs and habits, and regional characteristic crafts.
2.3. Modern agricultural industrial park is an important force in building brand agriculture
First, brand agriculture is created by factors such as agricultural science and technology, consumer demand, agricultural resource endowment and geography and culture, and some regional public brands have significant public goods characteristics.
Second, the formation and development of brand agriculture has its own characteristics and laws, and unlike industrial brands, it is subject to the influence of geographical environment, dry and wet climate, sunlight temperature difference, human environment, etc., and some geographical indication products are also subject to the scale of production capacity.
Third, agricultural products themselves have the characteristics of cyclicality, regionality, and variety upgrading, and consumer demand is not consistent in different regions and different periods. With the improvement of people's quality of life, the brand connotation of agricultural products is also advancing with the times.
Fourth, the production of agricultural products brand technology content is not high, easy to learn and easy to imitate, greatly affected by market supply and demand, once the product quality and other problems, brand protection is difficult.
Fifth, brands can bring a premium to agricultural products. By building a superior brand, establishing a moat of products, and forming a high premium mechanism.
2.4. The technical path of modern agricultural industrial park construction brand agriculture
The technical path of building brand agriculture in modern agricultural parks can be summarized as: "three routes, nine modernizations and four senses". Traditional agriculture focuses on large-scale planting and breeding, and commercialization of products. With the upgrading of the modern agricultural industrial park, the industrial structure should also be upgraded, and the scientific and technological content of breeding, agricultural materials and agricultural technology should be high; Variety research and development and supporting technological innovation should be strengthened. The first path is to extend science and technology to the upstream, to the regionalization of the layout, the scale of operation, the mechanization of production, the integration of technology, the professionalization of farmers and the development of green direction. The second path extends to the downstream direction, that is, the commercialization of products, the standardization of goods and the branding of marketing. The third path is the integrated development of industries, so different types of agricultural industrial parks require industrial integration, and enhance the sense of participation, happiness, gain and superiority of each participant.
2.5. The new "three products and one standard" is an important part of the construction and operation of the modern agricultural industrial park
An important part of the construction of the agricultural industrial park is the new "three products and one standard". From the old "three products and one standard" in the past to the new "three products and one standard" supported by standardized production, the development of varieties and excellence, quality improvement, brand building, and standardized production support.
2.6. The core role of the agricultural product brand of the agricultural industrial park
First, it is convenient to identify the provenance of agricultural products, especially consumers. Second, it is conducive to increasing the added value of agricultural products and industrial parks. Third, it is conducive to stabilizing the customer base and attracting new consumer groups. Fourth, it can ensure the exclusive right of trademarks. Fifth, it is conducive to improving the market competitiveness of the industrial park.
3 Case study of the construction of Pinggu National Agricultural Industrial Park
The Pinggu National Agricultural Industrial Park is systematically planned and laid out, strictly implements the requirements of Beijing's urban master plan and Pinggu zoning plan, adheres to the planning first, the first good standard, and the international vision, and builds a world-leading agricultural science and technology park. The planning scope covers the whole area of Yukou Town. The planning principle adheres to the best guidance and market leadership; Innovation-driven, key breakthroughs; High-end leading, multi-chain integration; Gather resources, build and share. By 2030, the ability of scientific and technological innovation, industrial development, and factor aggregation will be greatly improved, and a national agricultural high-tech industry demonstration zone and a national modern agricultural industry science and technology innovation center will be built.
The pattern of scientific research in key areas has been basically formed。A number of national key laboratories and engineering research centers have been laid out, 13 scientific and technological innovation platforms at or above the provincial and ministerial level have been established, 10 academician and expert teams have been gathered, and 10 agricultural science and technology innovation alliances have been cultivated;
The ability to innovate and transform achievements has been continuously improved。excavate and cultivate 5-10 key genes, breeding materials, new strains and new varieties with independent intellectual property rights and significant value, build 30 agricultural science and technology demonstration bases, and accelerate the transformation of scientific and technological achievements;
The efficiency of industrial demonstration and application has been significantly released。Build a number of "doctor farms" and science and technology courtyards, create 20 intelligent application scenarios such as field crops, facility agriculture, and modern seed industry, build more than 2,000 acres of high-efficiency facility agriculture demonstration and application bases, and gather more than 50 agricultural science and technology enterprises; The environment and services for innovation and entrepreneurship continue to be optimized.
The planned functional areas include the core area of science and technology innovation and the demonstration area of science and technology integration and transformation, of which the core area is located in the south of the central area of Yukou Town, with an area of 182 hectares; The demonstration area is the area of Yukou Town except for the core area, with about 1,333 hectares of agricultural production land. The planning period is 2023-2030.
The core area of science and technology innovation is located in the south of Yukou Town, Pinggu District, with a planned area of 182 hectares. The area forms a spatial structure of "two wings, two axes, and six groups". The "two wings" refer to the scientific and technological R&D and innovation wing west of Misan Road, which gathers the main body of agricultural science and technology innovation, lays out and builds a major scientific research and innovation platform, and forms a biological breeding group and an intelligent equipment group; The maturation and transformation wing of scientific and technological achievements east of Misan Road strengthens international cooperation in agricultural science and technology, lays out and builds a workshop for the maturation and transformation of scientific and technological achievements, promotes the maturation, incubation and transformation of projects, and forms an international agricultural cooperation group and a development reserved group. The "two axes" refer to the layout and construction of shared service centers such as science and technology innovation sharing, innovation and innovation incubation, science and trade services, conferences and exhibitions, and science popularization experience along the transportation development corridor (Misan Road) and the agricultural science innovation and innovation development service axis of the Green Dragon Agricultural Innovation Core Corridor, so as to form a double innovation service group and an international exchange group.
The Science and Technology Integration and Transformation Demonstration Zone is located in the area of Yukou Town (outside the core area of science and technology), with about 1,333 hectares of agricultural production land and 20 administrative villages under its jurisdiction. This area is the main battlefield for the integration and transformation of agricultural scientific and technological achievements, experimental demonstration, carrying the important functions of technology integration, achievement transformation, demonstration and promotion of major scientific research platforms in the core area, and is an accelerating device to boost the transformation and application of agricultural scientific and technological achievements.
The implementation progress is in accordance with the overall schedule of "good steps in one year, results in three years, and great development in eight years", combined with the key points of industrial development and the needs of regional layout, and scientifically promote the implementation of the plan.
Initiation and implementation phase (2023): Continue to promote the construction of projects under construction such as the National Livestock and Poultry Seed Industry Innovation Center, the Big Peach Seedling Breeding Base, the Efficient and Intelligent Greenhouse Cluster, the Jingwa Science and Technology Demonstration Base, the Green Dragon Park, and the water circuit housing infrastructure in the park;
Steady progress stage (2024-2025): The construction of agricultural Zhongguancun has entered a period of rapid development, and the construction of the project in 2023 will be accelerated, and the national achievement transfer and transformation platforms such as the National Agricultural Science and Technology Achievement Transfer Service Center, the National Agricultural Technology Transfer Service Center, and the National Technology Transfer Talent Training Base will be connected to build a technology transfer service center for agricultural scientific and technological achievements;
Leapfrogging development stage (2025-2030): The construction of agricultural Zhongguancun has entered a stage of high-quality development, continuously improving the operation and management mechanism of completed projects, accelerating the completion of projects under construction, strengthening the integration of industrial chains, and by the end of the planning period, the construction of agricultural Zhongguancun will be fully completed.
3.1. Experience in the development of Pinggu National Agricultural Industrial Park
3.1.1. Policy support to achieve a "high" position (with the goal of building an agricultural Zhongguancun).
In October 2021, the Ministry of Agriculture and Rural Affairs and Beijing Municipality signed the "Cooperation Framework Agreement between the Ministry of Agriculture and Rural Affairs and the Beijing Municipal People's Government to Jointly Build China Pinggu Agricultural Zhongguancun", and the Ministry of Agriculture and Rural Affairs strongly supported the pilot construction: it was successfully approved as a national rural revitalization key work incentive county, and was awarded the excellent grade of the national agricultural science and technology modernization pioneer county.
Beijing has introduced a series of measures to promote the transformation and implementation of the cooperation agreement between the ministry and the city. The agricultural Zhongguancun will be included in the key industrial development functional area of Beijing and the construction of key industrial parks in Beijing's "two zones". In March 2022, the "Ten Measures of Beijing Municipality on Accelerating the Construction of Pinggu Agricultural Zhongguancun" was released and implemented; In June, the report of the 13th Party Congress of Beijing proposed to promote the construction of agricultural Zhongguancun and build a "seed industry capital"; In October, the "Beijing Action Plan for Promoting the Construction of Agricultural Zhongguancun (2022-2026)" was issued and implemented; The detailed rules for the implementation of the "Ten Measures for Accelerating the Construction of Zhongguancun in Agriculture" passed the meeting of the municipal coordination group and will be issued in the near future.
Pinggu District has taken the lead in improving policy support. The core area undertakes 58 municipal-level administrative examination and approval empowerment matters. The branch roads in the park broke through the current policy of supporting the city's main and secondary trunk roads only for fixed asset investment in the city, and received full financial support.
3.1.2. Achieve "high" aggregation of resource elements
Innovate the golden triangle model of "first-class scientific research institutions, colleges and universities + enterprises", adhere to the best guidance, market operation, and scientific research support, promote the integration of multiple elements, collaborative innovation, co-construction and sharing, change school-enterprise linkage into multi-subject interaction, change market promotion into effective market and promising co-promotion, and promote agricultural science and technology innovation, integration, demonstration and application.
3.1.3. Achieve a "high" level of technical research
Organize enterprises and institutions in Zhongguancun in agriculture to carry out joint research on key core technologies. Successfully cultivated 5 new breeds of laying hens in the Beijing series and 3 new breeds of white-feathered broilers in the Ward series with independent intellectual property rights. Among them, Yukou Poultry Industry "Ward 188" has become one of the first batch of fast and large white feather broiler breeds approved by China ("Jinghong No. 1" high-yielding laying hens and "Ward 188" fast and large white feather broiler parent breeders have been exported to Tanzania on June 15, 2023).
The Big Peach Industrial Technology Research Institute, with germplasm research as the core, builds a whole peach industry chain system with functions such as seedling breeding, mechanical equipment, and technology integration, and creates a highland for technology output. The 150-acre high-standard core demonstration area integrates multiple functions such as new variety demonstration, new technology promotion, new model application, and digital and intelligent display. More than 7,000 excellent varieties and hybrid seedlings were planted in 100 acres of excellent resources and breeding nurseries, and more than 20,000 seedlings were sown.
3.1.4. Science and technology innovation services to achieve "high" quality
Focusing on "attracting big business, attracting big business, and attracting good business", we will build a service system of "pro-business, understand business, help business, and become business", and create a "corporate paradise".
Let enterprises "willingly" settle in: build a "cloud park" service platform, set up a government service hall, strengthen the protection of intellectual property rights in agricultural Zhongguancun, and provide one-stop professional butler services.
Let enterprises grow "happily": build a dual service system of "financing + listing" to provide all-round support for corporate financing. Financing 50 million yuan for Yukou poultry industry through intellectual property pledge, organizing a series of activities for the Beijing Stock Exchange to enter the agricultural Zhongguancun, providing guidance services for the listing of science and technology enterprises, and accelerating the listing of many enterprises such as Daweijia and Cherry Valley.
Let enterprises "enjoy" life: Provide complete living facilities, including housing, education, medical care, shopping, entertainment, etc., to meet the living and leisure needs of the people in the park.
3.2. Innovative practices in Pinggu Agricultural Industrial Park
3.2.1. Explore the "two-way" point land supply mechanism
The Regulations on Ecological Protection and Green Development of Beijing Ecological Conservation Zones, which came into effect on June 5, 2021, proposes to explore new flexible land supply methods such as "point land supply". According to the development goals and positioning, agricultural Zhongguancun innovatively proposed a two-way "point-shaped" land supply mechanism, that is, "point-shaped agricultural land" in the centralized construction area and "point-shaped construction land" outside the centralized construction area. The point test field will be integrated with the point public service, and a high-quality park integrating "scientific research, innovation, leisure and exchange" will be built, so as to provide "Pinggu experience" for the construction of domestic agricultural science and technology parks.
Under the innovative model of "two-way point" land supply, Yukou Town completed the development plan with high standards and was approved in March 2022, which is the first plan approved at the township level in Beijing. The plan integrates advanced concepts and ecological technologies into the plan to create "green towns" and "resilient towns".
3.2.2. Plan the urban design scheme of the park from a high level
Solicit the urban design scheme of China Pinggu Agricultural Zhongguancun Science and Technology Park from all over the world, attract internationally renowned planning institutions to prepare detailed planning and style planning for the core area of agricultural Zhongguancun, and integrate with international standards in terms of development objectives, development boundaries, development layout, development intensity, development mode, supporting arrangements, architectural style, and control requirements.
3.2.3. Scientifically formulate the "Pinggu Agricultural Zhongguancun Industrial Development Master Plan".
The "Pinggu Agricultural Zhongguancun Industrial Development Master Plan" was formulated, which scientifically planned the industrial layout of agricultural Zhongguancun and clarified the development ideas of agricultural Zhongguancun in the future. The plan focuses on high positioning and long-term goals, based on Beijing, radiating the whole country and looking at the world, to build an agricultural science and technology innovation center and a national agricultural high-tech demonstration zone with national leadership and global influence.
The specific construction of "one heart, one port, two rooms and n courtyards". That is, Beijing Jingwa Agricultural Science and Technology Innovation Center, National Agricultural Science and Technology Innovation Port of China Agricultural University, National Key Laboratory of Vegetable Biological Breeding, National Key Laboratory of Quality Assurance and Sustainable Utilization of Authentic Medicinal Materials, Zhengda Research Institute, International Innovation Institute of Microbiology, Beidahuang Research Institute, etc.
3.3. Future development ideas of Pinggu Agricultural Industrial Park
3.3.1. Build a core area for science and technology
The core area of science and technology innovation is located in the south of Yukou Town, Pinggu District, with a planned area of 182 hectares. The area forms a spatial structure of "two wings, two axes, and six groups". Create a space model that opens the door to the field, goes out to see the green, and integrates the production and landscape. It will focus on the layout of six major groups: biological breeding, intelligent equipment, international exchanges, entrepreneurship and entrepreneurship services, international agricultural cooperation groups and development reservations, so as to form scientific and technological R&D and innovation in the west wing, scientific and technological innovation services in the central wing, and maturation and transformation of achievements in the east wing.
3.3.2. Build a demonstration area for the integration and transformation of science and technology
Construction of four types of application scenarios:
Focusing on variety cultivation, quality improvement, brand building and standardized production, the highlight scene of the capital characteristics and Pinggu regional endowment for the application of excellent new agricultural varieties will be constructed.
Focusing on unmanned, less manpower and precise agricultural production, we will build smart farming, smart orchards, unmanned farms, intelligent multi-building greenhouse vegetable production, solar greenhouse vegetable production and other smart agriculture application scenarios.
Promote the industrial application of genetically modified crops, and build application scenarios in the field of biotechnology breeding industrialization.
Focusing on the reduction or substitution of chemical fertilizers, chemical pesticides and antibiotics, we will build application scenarios in the fields of high-efficiency agricultural microorganisms, new animal vaccines, and new agricultural microbial products for green and organic agriculture.
3.3.3. Plan three key projects
Scientific research and technological innovation platform construction project. It will focus on the construction of the National Livestock and Poultry Seed Industry Innovation Center, the National Key Laboratory of Vegetable Biological Breeding, the Beijing (Pinggu) International Innovation Institute of Agricultural Microbiology, the Beijing (National) Intelligent Agricultural Machinery Equipment Innovation and Development Center, the National Digital Agriculture Joint Innovation Center and other projects to significantly improve the ability and conditions of agricultural science and technology innovation.
Transformation and application of scientific and technological achievements acceleration project. Facing the needs of the transfer and transformation of scientific and technological achievements and application demonstration, we will focus on the construction of national digital orchard innovation and application bases, national digital facility agriculture innovation and application bases, national digital layer innovation and application bases, livestock and poultry genetic evaluation centers, efficient and intelligent facility agricultural production bases, science and technology leading rural revitalization demonstration villages and other projects, and create demonstration windows for scientific and technological achievements display.
Agricultural science and technology innovation comprehensive service capacity improvement project. Strengthen the overall allocation of scientific and technological service resources, focus on the construction of science and technology business incubators, China Agricultural International Cooperation and Exchange Center and other projects, and form a scientific and technological innovation service system with multi-party co-construction, factor agglomeration and resource integration.
The author of the article is Li Hua, a professor at Beijing University of Agriculture. This article is based on the second phase of the annual series of activities of the 14th China County Modern Agricultural Development High-level Conference: "Seminar on the Construction and Operation Management of Modern Agricultural Parks".