2024 Book of Answers
Thirty years of history of agricultural branding
1.The embryonic period of agricultural brands (1992-2000).
In 1992, Comrade ** inspected Zhuhai and proposed that "we should have our own fist products and create our own brand in China, otherwise we will be bullied", which was the first time that China's leaders emphasized the concept of China's own brand. In the same year, the "Decision on the Development of High-yield, High-quality and Efficient Agriculture" was issued, proposing that China's agriculture should continue to pay attention to the quantity of products, and move to a new stage of high-yield, high-quality, serious illness and improved efficiency. In 1996, the "Quality Revitalization Outline (1996-2010)" was issued, proposing to "implement the famous brand strategy and revitalize the national industry". In 1998, the Third Plenary Session of the 15 th Central Committee of the Communist Party of China made an important judgment that "grain and other agricultural products have increased substantially, from a long-term shortage to a general balance in the total amount and a surplus in bumper years", the relationship between supply and demand of agricultural products in China has undergone major changes, the history of long-term shortage of major agricultural products has basically ended, and the vitality of the rural economy has gradually increased, which provides a policy environment and market opportunities for the initial development of agricultural brands.
At this stage, China began to implement the reform of the economic system, a series of invigorating, open policies for the development of enterprises into a strong impetus, a number of agricultural enterprises began to create, such as Mengniu (established in 1999), Shuanghui (established in 1998), Synear (established in 1997), Luhua (2001), etc., these enterprises began to change from simple production to production and operation, and gradually established a management mechanism centered on improving economic efficiency, brand building awareness gradually rose, laying the foundation for the creation of agricultural brands.
2.The initial development period of agricultural brands (2001-2008).
In the 21st century, China's economy has entered a period of rapid development, and there are several iconic brand-related events. First, in 2001, China joined the WTO and approved the establishment of the China Famous Brand Strategy Promotion Committee to promote the implementation of the famous brand development strategy; Second, the 2005 ** Economic Work Conference proposed that "we must accelerate the implementation of the brand strategy and promote the transformation of economic growth mode"; Third, in 2007, the 17th National Congress of the Communist Party of China put forward the requirements of accelerating the cultivation of internationally renowned brands; Fourth, in 2005, the first document put forward the "brand of agricultural products" for the first time, emphasizing "the integration of characteristic agricultural product brands, support bigger and stronger famous products"; Fifth, in 2006, the Ministry of Agriculture issued the "Opinions on Further Promoting Agricultural Branding", which proposed to promote agricultural branding for the first time, emphasizing that promoting agricultural branding is an important measure to achieve agricultural efficiency and increase farmers' income.
In this context, the rapid development of agricultural enterprises, the number of enterprises has increased sharply, enterprises have gradually realized the leading role of brands in the consumer market, and a large number of leading enterprise brands have emerged in various places. At the same time, the promotion of the policy level, all localities began to focus on the construction of regional public brands, and the awareness of brand creation in individual regions was awakened, for example, "Wuchang Rice" and "Gannan Navel Orange" began to implement the protection of products of origin in 2003, and the Yantai Apple Association was formally established in 2002, and "Yantai Apple" was registered as a geographical indication certification trademark, opening the road of regional brand development.
3.Diversified development period of agricultural brands (2009-2016).
In 2009, the first "China Agricultural Products Regional Public Brand Building Forum" was held, which was the first summit forum focusing on the methods and paths of regional public brand building of agricultural products in China. In 2011, the "China Agricultural Products Brand Conference" was held, and since then, the regional public brand of agricultural products has gradually grown up. Especially since the 18th National Congress of the Communist Party of China in 2012, the company has attached great importance to brand building, implemented the strategy of brand power, and brand development has become a national strategy. **The general secretary has made important instructions on brand building many times, and the "three changes" proposed in 2014 have pointed out the direction for China's brand building, and also provided a fundamental basis for agricultural brand building.
At this stage, from the first to the local, the characteristic industries of various counties are vying to create, and the development of regional public brands of agricultural products is accelerating. With the rise of regional public brands, agricultural enterprise brands and product brands have shared the dividends of regional brand development, and have been able to grow rapidly, and have changed from processing-oriented enterprise brands to primary agricultural product production and circulation brands. Corporate brands, product brands, and regional brands have initially formed a coordinated development pattern.
4.Rapid improvement of agricultural brands (2017-2024).
In February 2017, the Ministry of Agriculture issued the "Implementation Opinions on Promoting the Structural Reform of the Agricultural Supply Side", emphasizing that it would accelerate the construction of agricultural brands and determine 2017 as the year of agricultural brand promotion. Since then, the national level on agricultural brand-related policies, opinions, notices and other documents have been intensively issued, in 2018, the brand strong agriculture opinions were proposed, and in 2019, the first document proposed to create a "local brand" and "township brand" characteristic product brand, implement the agricultural brand action, start the construction of the agricultural brand directory system, in 2020, it was proposed to build a local well-known agricultural product brand, release the "China Agricultural Brand Development Report", and in 2021, a new "three products and one standard" was proposed, and the agricultural brand assistance work in poverty alleviation areas was startedIn 2022, the "Agricultural Brand Quality Cultivation Plan (2022-2025)" and the "Guiding Opinions on Promoting Brand Building in the New Era" will be issued, and the "Implementation Plan for Supporting Poverty Alleviation Areas to Build Regional Public Brands (2023-2025)" will be issued in 2023 to comprehensively promote the construction of agricultural brands in poverty alleviation areas.
At this stage, with the great importance of local agricultural brands, a set of brand building methods and logic have gradually been formed, based on their own resource endowment advantages, according to the situation, place, and time conditions to create a large number of regional brands and corporate brands, driving the transformation and upgrading of local industries, and greatly meeting consumers' demand for high-quality agricultural products.
5.In-depth brand development period (2025—).
With the infiltration, intersection and in-depth integration of a new generation of digital management technologies such as the Internet of Things, big data, cloud computing, mobile Internet, blockchain, and artificial intelligence with agriculture and rural areas, the level of mechanization and digitalization of agriculture and rural areas will be greatly improved, agricultural products will tend to be highly standardized and quality, and agricultural brands will focus on core competitiveness to develop at a deeper level.
In the future, agricultural brand building will have a deeper understanding of the law of the market and the law of brand development, guided by market demand, with the development of the service industry as the goal, focusing on quality improvement, market development, diversified channel expansion, high-level marketing, overseas promotion and other key links, and comprehensively enhance the core competitiveness of agricultural brands.
The road to the development of agricultural brands with Chinese characteristics
After more than 30 years of brand development, according to the data released by the Ministry of Agriculture and Rural Affairs, by the end of 2021, China's provincial agricultural and rural departments have included about 3,000 regional public brands of agricultural products in the catalogue. By the end of 2022, the effective use of green food and organic agricultural products in the country is about 2There are 80,000 companies, more than 60,000 products, and about 6,200 registered trademarks for geographical indications of agricultural products.
1.The policy guides the agricultural brand to complete the transformation of the development period
Looking back at the various stages of the development of China's agricultural brand, policy formulation and implementation have played a guiding and leading role in each stage. The policy of brand germination and rapid development period focuses on laying a good brand foundation and encouraging exploration. As an important basis for brand building, the "Trademark Law" was implemented in 1983, in 1984 China joined the "Paris Convention for the Protection of Industrial Property", began to explore the protection of geographical indications, the former Ministry of Agriculture has set up a high-quality agricultural products development service center, China Green Food Development Center, in 1994 the establishment of the Department of Market and Economic Information, began to explore the introduction of a series of policies and measures to promote the quality of agricultural products, brand promotion, in 2005 ** document for the first time put forward the "agricultural product brand". The policy of the diversified development period of agricultural brands focuses on guiding and boosting brand development. From the brand building forum, the brand conference to China's "three changes", and then to the general secretary in Jilin in 2015 to put forward the "grain should also play the brand", all of which are local and agricultural enterprises to clarify the general direction of agricultural brands. The policy of the in-depth development period of the brand focuses on standardizing and leading the brand building. A number of plans and opinions have clearly put forward the specific creation content, steps, and guarantees of the brand, providing a basis and reference for the standardized and benign development of local brands.
2.Regional public brands lead the coordinated development of enterprises and product brands
The small-scale peasant economy with Chinese characteristics determines that it is difficult for small-scale farmers, who account for 98% of agricultural workers, to participate in the competition in the modern market. With the development of the market economy, smallholder farmers have expanded their scale and gathered together for heating, and have emerged in the form of family farms and cooperatives, gradually forming regional scale and characteristics. At this time, the creation of regional public brands connects the production end with the consumer end, and consumers identify with the regional public brand and then recognize the enterprise brand and product brand driven by the regional public brand, so that small and medium-sized farmers can also share the brand building dividend of high quality and high price. Facts show that this pattern of coordinated development is conducive to industrial transformation, healthy development of enterprises, and increase the income of farmers.
3.Technology empowerment boosts agricultural brands to a new level
With the development of the Internet and the improvement of logistics technology, the problems of regional and difficult long-distance transportation of the agricultural industry have been solved, and the possibility of going out of the local area has been provided for the construction of agricultural brands. The popularization of facility agriculture technology has resolved the seasonal and cyclical problems of agriculture. The maturity of digital technology has gradually improved the accuracy of agricultural production operations, reduced the risk of pests and diseases, and achieved traceability. Science and technology empower agriculture, and then realize agricultural branding, standardization and quality, which provides a guarantee for the brand to go out of the local area and move towards a broader space.
Prospect of a new journey of agricultural brand building in the future
1.Continue to release policy dividends
At present, various localities are highly motivated to create agricultural brands, but there are still problems such as not knowing where to start, it is difficult to stimulate the initiative of enterprises, and it is impossible to form a systematic creation method. This requires the first level to anchor and accelerate the construction of an agricultural power, with the goal of building a world agricultural brand, strengthen overall planning, comprehensive policy, issue a stronger policy signal, gather all forces, and build a high-quality agricultural brand. At the same time, all localities should incorporate agricultural brand building into the annual work plan, introduce external intellectual resources, and form a medium and long-term brand building development plan; Strengthen institutionalization, form a brand cultivation, development and promotion mechanism, and promote brand innovation and development; Establish a multi-departmental linkage brand organization, clarify the division of responsibilities, decompose the brand work into departments, and truly achieve the implementation of work, funds in place, and effect supervision, so as to further stimulate the strong leading role of agricultural brands in the industry.
2.Actively explore both domestic and foreign markets
In recent years, some agricultural brands have developed strongly, their brand competitiveness has continued to improve, and their popularity and influence have been increasing. Encouraging outstanding agricultural enterprises to actively explore the domestic market and promote the internal circulation is the future development direction of agricultural enterprise brands under the new pattern of domestic circulation as the main body and domestic and international dual circulation promoting each other. At the same time, it is necessary to make breakthroughs and innovations, actively explore overseas markets, and enhance the international competitiveness of Chinese agricultural brands, such as actively participating in overseas exhibitions, such as the Global Aquatic Products Exhibition, the Russian International Food Exhibition, the French SAIL International Food Exhibition and other global influential exhibitions.
3.Continue to play a role in brand pulling
China has a vast territory, the development of various regions is unbalanced, and there are still some areas that have problems such as weak industrial development and insufficient market expansion after poverty alleviation.
4.Innovate and invest in the construction of brand digital system
With the help of the Internet, big data, artificial intelligence and other technologies, the future of agricultural brands will move towards technology, intelligence and digitalization, the matching of brands and consumers will be more accurate, customized brand agricultural products will enter the homes of ordinary people, and the establishment of a brand digital system will greatly reduce the operating costs of corporate brands and improve the efficiency of precise services. At present, the brand digital system is still in the process of construction, and it is necessary to innovate in terms of investment, operation, use, supervision, and protection, so as to accelerate the process of building the digital level of the brand.
Sinoagri Futong provides agricultural brand & agricultural products production and marketing docking services
Service Content
part.1
Agricultural brand-building consulting services.
Relying on experts and research institutions from China Agricultural University, Chinese Renmin University and other universities, as well as its well-known think tank in the field of rural revitalization, Zhongnong Futong Rural Industry Development Research Institute, provides integrated consulting services for agricultural and agricultural product brand building for local ** and agriculture-related enterprises.
Strategic planning and planning of regional agricultural brandsBased on the needs of local agricultural brand building and promotion, we provide strategic planning and planning services for agricultural brands and regional public brands of agricultural products at all levels, and clarify the strategic positioning, goals and development paths of regional agricultural brands and brand management measures through planning.
Planning and design of agricultural enterprise branding and product brandingBased on the strategic development and business development needs of agricultural-related enterprises, it provides planning and design services for the brand building of agricultural enterprises around the country, and clarifies the corporate brand image, brand positioning, product planning, marketing strategy, etc. 
Branding of agricultural productsProvide a series of design services such as product packaging design, store design, exhibition design, guide design, logo design, VI design, album design, advertising design, material design, and network design for the brand building of agricultural products for agriculture-related enterprises. 
Brand promotionCooperate with well-known platforms in the industry to provide full publicity and promotion services for agriculture-related brands of enterprises around the world, including advertising planning and delivery, planning and implementation of large-scale theme promotion activities, planning and implementation of agriculture-related conferences and exhibitions, etc.
Brand incubation and agency operationProvide customers with continuous brand incubation and agency operation services, including brand marketing channel construction and overall operation and maintenance, online marketing platform and e-commerce live broadcast hosting, offline large-scale marketing promotion activities planning and implementation, brand and marketing team building and talent training, brand and marketing training, etc. 
part.2
Agricultural product production and marketing docking services.
Relying on its own agricultural product brands and sales channels, and at the same time combining well-known circulation channels and platform resources at home and abroad, Zhongnong Futong unblocks production, circulation and consumption channels, and provides a package of accurate production and marketing docking services for the sales of high-quality and characteristic agricultural products in various places.
Planning and implementation of large-scale production and marketing docking activities
Taking advantage of the platform resources of Zhongnong Futong based on the capital Beijing, we plan large-scale production and marketing docking activities such as product launches and exhibitions, and organize well-known circulation enterprises, industry associations, leading enterprises and other institutions in Beijing to build a precise docking platform for agricultural products from all over the world to enter Beijing and even go abroad. 
Channels and brands cooperate
Based on the demand of agricultural business entities in various regions for the sales of agricultural products, we accurately connect with the channel resources of Zhongnong Futong and its partners, and help product sales and win-win results for all parties through various cooperation modes such as order cooperation and brand output. 
E-commerce live streaming
Cooperate with Douyin, Kuaishou and other first-class platforms as well as professional live broadcast operators to cooperate with various localities to build live broadcast bases and carry out e-commerce sales activities of agricultural products such as live streaming. 
part.3
Professional supporting services.
Relying on its own advantages in scientific and technological research and development, demonstration and promotion and park operation, Sinoagri Futong can also provide a number of supporting services such as the introduction of new varieties and technologies, agricultural product testing, warehousing and distribution, and agricultural technology training for various places in the field of agricultural and agricultural product brand building and production and marketing docking.
Sinoagri Futong provides agricultural brand and agricultural product production and marketing docking services
Service Advantages
part.1
Expert talent support.
After nearly 40 years of accumulation and precipitation, Zhongnong Futong has accumulated more than 50,000 senior experts from well-known agricultural research institutions and research institutions at home and abroad, including about 1,000 core experts, focusing on the development vision of "gathering world-class agricultural talents and building an international excellent promotion platform". At the same time, the company has nearly 1,000 highly educated and experienced backbone personnel, which provide high-level talent and technical support for Futong's professional service capabilities.
part.2
Deeply cultivate agriculture in various places.
Based on Futong's long-term service to the planning and consulting, park construction, park operation and other businesses of local agricultural development, Futong has unique advantages in the characteristics of the local agricultural industry, the control of high-quality production areas and product resources, scientific and technological support, and future development trends.
part.3
Self-owned brand platform.
Based on Futong's years of operation experience in agricultural parks in many places and the production and marketing practice of its own agricultural products, it has built its own brand and platform for agricultural product production and marketing docking services based on "Futong Tide". At the same time, Futong's self-operated base - Beijing International Urban Agricultural Science and Technology Park, with a total area of 1,200 acres, 4,000 square meters of scientific research office and agricultural product packaging cold storage, set scientific and technological research and development, demonstration and promotion, brand incubation, product exhibition, popular science research, training and education and other multi-functional in one, approved as an international science and technology cooperation base, a national modern agricultural science and technology demonstration base, a national star creation world, a national science education base and many other honors, can provide technical advice for agricultural products from all over the world into Beijing, A package of services from brand incubation to production and marketing.
part.4
Strong industry resources.
Based on Futong's brand advantages and influence in the industry, it has established close cooperation with well-known domestic channel platforms such as Xinfadi, Douyin, and Kuaishou to provide channel support for service implementation. At the same time, as a state-level agricultural leading enterprise, Futong actively participates in industry exchanges and cooperation, and is the vice president unit of many industry associations such as the Beijing Agricultural Leading Enterprise Association, which can give full play to its own advantages, accurately connect high-quality resources at both ends of production and marketing, and serve the sales of high-quality agricultural products in various places.
Part**: China's agricultural and rural market information, author: Chen Ping, former first-level inspector and deputy director of the Department of Market and Information Technology of the Ministry of Agriculture and Rural Affairs, the content is for learning reference only, if there is any infringement, please contact to delete.