From January 15th to 16th, Jia Xiao, the founder and chief expert of Nongben Consulting, was invited to inspect the apple industry in Qianyang County, Baoji City, and gave a special lecture on "Industrial Revitalization and Brand Empowerment - Sharing of Regional Public Brand Construction of Agricultural Products and Suggestions for Qianyang Apple Industry". This article is based on the recording of the symposium and has been deleted.
Come to Qianyang again, full of emotion. The first is that the times change rapidly, and no matter how good the model is, it will be surpassed by the "back wave", and change is a constant thing in this world. The second is that the genes engraved in the bones are very strong, which is the most important driving force for the development of a local industry. Many people think that Shaanxi people are "conservative", but I am here to communicate with farmers, learn about the development process of Qianyang apple industry, feel the "innovative spirit" in the bones of Qianyang people, and I seem to understand why the "Qianyang model" was born in Qianyang.
I communicated with fruit growers Wei Xiaojie and Li Wenjun yesterday. Wei Xiaojie operates 10 acres of orchards, and Li Wenjun operates 100 acres of orchards. When Li Wenjun was chatting, he said, "If the experts are involved, it will be over." I asked him why he said that. He said that because he listened to experts, he didn't make any money in the past few years. When we talk about the new varieties of apples planted by Qianyang, he says "the new varieties are not good"; But then he said that he had planted a new variety, which meant "repeated defeats and repeated defeats". What do I mean by that? That is to say, no matter what he says, Li Wenjun is a person who is willing to innovate and has the courage to innovate. Even if he really didn't taste the "sweetness" of the new variety, he was still full of expectations for the new variety. Not only Li Wenjun, but also many Qianyang fruit farmers have such characteristics - willing to innovate and brave to innovate. I think this is probably the reason why the "Qianyang Model", which leads the modern production technology of China's apple industry, was born in Qianyang. Innovation is the gene of Qianyang apple industry.
There are three characteristics of the Qianyang apple industry
Qianyang is a "small production area" of apples。In terms of the planting area of Qianyang apples alone, not to mention in the whole country, even in Shaanxi, Qianyang is just a "Mao Maobing" and "little brother". Therefore, the small production area is an important feature of the Qianyang apple industry.
Qianyang apple is the "new fruit industry". Qianyang is the origin of China's dwarf anvil apple technology, and the "Qianyang model" of intensive apple cultivation with "dwarf anvil seedlings, dense planting of lattice, integration of water and fertilizer, and mechanical operation" as the core represents an important direction of China's new technology and new model of apples, and enjoys a high reputation in the industry. At the same time, Qianyang has accumulated the best apple varieties in the world. Last night, the hotel sent me a plate of apples, with six or seven varieties of ...... such as Ruixiang Red, Ruixue, Venus**, and Qin CrispI have traveled to many apple-producing areas across the country, and this is the first time I have encountered such a "reception". New technologies, new models and new varieties are the characteristics of Qianyang apples.
Qianyang Apple is a "whole industry". Qianyang is the largest dwarf anvil apple seedling breeding base in China, forming a whole industry chain format from variety cultivation, seedling breeding, planting and sales, and technical services. Most apple-producing areas in the country tend to have only one production, just producing apples and selling apples. Qianyang is different, not only sells apples, but also sells seedlings, there are many apple seedling "tycoons", such as Haisheng, Huasheng, Mumei Tuli, etc. The comrades of the fruit industry center who accompanied us yesterday said that there were more than 10 seedling companies in the heyday of Qianyang seedlings, and there are still seven or eight now. In addition, Qianyang Apple has a high level of management technology, and the "Qianyang Apple Master" is well-known far and wide, and also does labor export. Therefore, Qianyang apple industry is the development of the whole industry chain, and there is still a lot of business space that can be expanded and innovated in the future.
Small production areas, new fruit industry, and the whole industry are the characteristics of Qianyang's apple industry, and it is also the foothold of Qianyang's apple industry.
"Ruixiang Red" is a realistic choice for Qianyang Apple
As we all know, homogenization is a characteristic of China's apple industry. As long as a good variety appears, many places will quickly catch up, eventually leading to homogenization and fierce competition. At present, the market pressure of Qianyang apple industry is relatively small, mainly because the area of Qianyang apple is not large, the output is not much, and the varieties are scattered, so the sales pressure is small, and the operator seems to be doing well. However, due to the lack of "differentiation", the Qianyang apple industry lacks competitiveness.
We found that in the fruit industry, the "new and exotic" varieties are fragrant and sweet, and they can often be sold. Qianyang apple industry should get rid of homogenization and take the road of new varieties. We thought that "Ruixiang Red" was a realistic choice for Qianyang Apple. The reason why I say this is because Qianyang is the holder of the "Ruixianghong" variety, Qianyang is the promoter of the "Ruixianghong" industry, and Qianyang is the eugenic area of the "Ruixianghong" variety.
At present, Qianyang has planted many new varieties of apples, but only Ruixianghong is "really owned" by Qianyang. The orchards of Haisheng and Huasheng also have new varieties, but they do not have the exclusive right to operate these varieties and are not the holders of these new varieties. Ruixianghong has been transferred and is now exclusively held by Qianyang Fruit Enterprise "Mumei Tuli". In recent years, Qianyang has been promoting the cultivation of Ruixianghong, this is because Qianyang sees the opportunity of this new variety. In addition, Qianyang and the surrounding area are eugenic areas of Ruixiang Red, and the quality of Qianyang Ruixiang Red Apples is excellent.
To choose new varieties, we can't just look at what we have, but also look at what the market wants and what the industry thinks. In the context of homogenization, the industry's desire for new varieties is strong. Just like Li Wenjun's "repeated defeats and battles", he still wants to make money on new varieties. Action is the most honest language. In China's apple industry, red Fuji is the mainstream variety, but the industry generally believes that the next "red Fuji" days will become more and more difficult. It's not that the red Fuji variety is bad, but the homogenization competition is too fierce.
In addition, Ruixianghong has the endorsement of Northwest A&F University. Xinong University is the highland of China's agricultural science and technology, which is the endorsement of the "national team" and the "big backer". Therefore, although some people have different views on the future of Ruixiang Red, we still believe that "Ruixiang Red" is a realistic choice for Qianyang Apple.
"Variety detonation" and "brand leading" are Qianyang's strategy
Nongben often says that agriculture is a brand, "no market is not a market, no market is not a brand". Although Qianyang is one of the main cultivation sites for Ruixiang red apples, the current area is too small and the yield is too small. Therefore, it is necessary to implement the brand strategy and lead the development of Ruixianghong industry with the brand.
So how do you do it? We believe that "new model" is the advantage of Qianyang, and "new variety" is the direction of Qianyang. The "Qianyang Strategy" is to detonate the Qianyang model through the variety strategy, boost the variety strategy through the brand strategy, and cultivate the "new product economy". As we all know, the "non-farming" of cultivated land is a "red line". This requires us to jump out of Qianyang to develop Qianyang, to use Qianyang brand to lead the upgrading of Baoji apples, and to use Baoji resources to help Qianyang apples take off. That is to say, the development of Qianyang apple industry should make good use of Baoji resources and space.
Nongmoto often says, "Variety first."
First, quality first.
Second, the brand is the third". Variety strategy is the most important and powerful, a new variety can open up a new industry, open up a new era. "Red Fuji" opened up an era of China's apple industry. Qianyang strategy is to activate the advantages of "Qianyang model" and develop "new product economy" through the variety strategy; By building the Qianyang brand, a new industrial pattern of "brand in Qianyang, orchard in Baoji, and market in the world" has been formed.
Grand strategy requires great determination! The Qianyang strategy is a grand strategy, and it needs to be determined and determined. Qianyang should continue to play the spirit of innovation and dare to think and fight. "Variety detonation", reviving the Qianyang model; "Brand leading", innovating the Qianyang model, and building Qianyang's position on the map of China's apple industry.
There are two important agricultural experiences, one is that "if you are not the only one, you must be the first," and the other is that "the world's martial arts are the only ones that cannot be broken." Qianyang Apple's brand strategy must "seize the first" and "create the only". We believe that Qianyang should seize the opportunity and seize the opportunity!
Last year, there were three regular customers of Nongben Consulting. The "Meixian kiwifruit" I just shared with you is an old customer of Nongben. Seven years ago, Meixian County joined hands with Nongben Consulting to take the lead in the industry to launch a regional public brand of kiwifruit, achieving today's industry leader. Go the right way, do the right thing, and believe in the power of time! This is the case in Meixian County, and so is Qianyang! 
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!