CCTV News:According to the website of the Ministry of Agriculture and Rural Affairs, the General Office of the Ministry of Agriculture and Rural Affairs issued a notice on printing and distributing the "Agricultural Brand Boutique Cultivation Plan (2022-2025)".
Agricultural brand quality cultivation plan (2022— 2025)
Agricultural brand is an important symbol of agricultural and rural modernization. In recent years, agricultural and rural departments at all levels have thoroughly implemented the decision-making arrangements of the CPC Central Committee and the State Council, and accelerated the implementation of the strategy of strengthening agriculture with brands. Brand awareness has been significantly enhanced, the number of brands has increased rapidly, and brand benefits have been significantly improved. However, the problem of many agricultural brands in China, but not refined, but not strong, still exists, and the driving force of brand competitiveness still needs to be improved. In order to implement the spirit of the No.1 Document of the Central Committee, speed up the building of agricultural brands, and give full play to the important role of agricultural brands in comprehensively promoting rural revitalization and accelerating the modernization of agriculture and rural areas, the Ministry decided to start the implementation of the excellent agricultural brand cultivation plan.
I. General requirements
(A) the guiding ideology
Guided by the Supreme Leader’s Socialism with Chinese characteristics Thought in the New Era, we will fully implement the spirit of the 19th National Congress of the Communist Party of China and the previous plenary sessions of the 19th National Congress, base ourselves on the new development stage, implement new development concepts, build a new development pattern and promote high-quality development, take agricultural brand building as an important starting point to promote the structural reform of the agricultural supply side, aim at enhancing the brand’s core competitiveness, consolidate basic support, strengthen marketing and promotion, enhance service capabilities, promote consumption upgrading, and provide support for comprehensively promoting rural revitalization and accelerating the modernization of agriculture and rural areas.
(2) Basic principles
Insist on focusing on the main task and improving quality and efficiency. Establish a big food concept, implement the requirements of "ensuring quantity, diversity and quality", base on characteristic resources, aim at market demand, develop advantageous industries, improve product quality, strengthen agricultural brands and enhance agricultural quality, efficiency and competitiveness on the basis of ensuring food security and effective supply of important agricultural products.
Adhere to key cultivation and lead development. Give priority to cultivating agricultural brands with leading industrial advantages, large market space and profound cultural heritage, establish and improve brand building promotion mechanisms, standards and service systems, increase positive incentives, and lead the innovation and development of national agricultural brands.
Adhere to consumption promotion and innovation promotion. Adapt to the demand of consumption upgrading, take brand building as an important measure to smooth circulation, promote consumption and stabilize growth, base on extending chain and strengthening chain, promote the combination of marketing and digital technology, innovate marketing model, develop new consumption formats, and promote consumption quality and expansion.
Adhere to market dominance and government guidance. Give full play to the decisive role of the market in resource allocation, drive by innovation, stimulate vitality, enhance motivation, and continuously enhance the competitiveness of agricultural brands. Government departments strengthen guidance, standardization, service and protection, and constantly optimize the development environment of agricultural brands.
(III) Main objectives
Through the implementation of the agricultural brand quality cultivation plan, the promotion mechanism and support system of agricultural brand construction are more perfect, excellent brands stand out, the brand premium effect is obvious, and the driving force of agricultural brand competitiveness is significantly improved. By 2025, we will focus on grain and oil, fruits and vegetables, tea, animal husbandry, aquatic products and other categories, build a number of regional public brands of agricultural products with excellent quality, distinctive features, strong driving force, good reputation and high consumer loyalty, and cultivate and promote a number of enterprise brands and high-quality characteristic agricultural products brands with excellent products, good reputation, obvious industrial driving effect and core competitiveness to continuously meet the people’s growing needs for a better life.
Second, lay a solid foundation for brand cultivation
(4) Continuously improve the quality of supply. Accelerate the implementation of the "three products and one standard" promotion action in agricultural production, and build a brand foundation with high-quality supply. Combined with the construction of grain production functional areas, important agricultural products production protection areas, characteristic agricultural products advantage areas and modern agricultural industrial parks, we will build a public brand of boutique areas. Accelerate the development of green food, organic agricultural products and geographical indication agricultural products, carry out the whole process quality control of agricultural products, promote the certification system and standardized production of edible agricultural products, and build a brand of green and high-quality agricultural products. Support poverty-stricken areas to implement the promotion of characteristic breeding industry and build well-known characteristic agricultural products brands. Accelerate the breeding of excellent varieties, promote quality grading evaluation, advance key core technology research, upgrade processing technology and equipment, strengthen the construction of cold chain logistics infrastructure, and comprehensively improve the innovation ability, deep processing ability and circulation supply ability of brand agricultural products.
(5) Cultivate and expand the brand subject. Take measures such as policy guidance, project-driven, environmental optimization, etc., support new agricultural business entities to create product and service brands, strengthen brand awareness, strengthen quality management, promote technological innovation and application, and promote technological iteration and quality upgrading. Guide the brand subject to take consumers as the center, build the industrial chain, improve the supply chain, enhance the value chain, strengthen innovation chain, and enhance product value and service efficiency. Guide the brand main body to improve the ability of brand planning, operation service, marketing promotion, supervision and protection, and build a brand with independent intellectual property rights and brand effect. Encourage the agricultural reclamation system to cultivate and strengthen the brand of China agricultural reclamation.
(6) Accelerate the formulation of brand standards. Accelerate the standardization construction of agricultural brands, and lead the brand subject to use advanced concepts and scientific methods to carry out brand creation. Promote the research and formulation of national standards and industry standards for agricultural brands, and establish and improve evaluation standards and management norms for regional public brands of agricultural products. Encourage the formulation of local standards for agricultural brands to serve the development of regional industries. Guide social organizations and industry organizations to formulate relevant group standards. Support enterprises to formulate and publish relevant enterprise standards that are innovative, advanced and international. Do a good job in publicizing and implementing standards, and improve the standardization and internationalization level of agricultural brand building.
Third, enhance brand marketing capabilities
(7) Promote innovation in marketing formats. Innovate marketing scenarios, encourage the establishment of brand consumption experience halls, new product release centers, creative design workshops, e-commerce live broadcast bases, and innovation works, a brand of origin, to create immersive, experiential and interactive marketing scenarios. Strengthen digital marketing, make good use of online shopping festivals, platform promotion activities, cloud exhibitions and other marketing forms to achieve double promotion of consumer reach and sales. Guide brand entities to make overall arrangements for online and offline channels, and carry out targeted cooperation with supply chain platforms, new retail platforms, e-commerce platforms, and large-scale agricultural wholesale markets according to product quality and price, so as to promote brand agricultural products from "running sales" to "high quality and good price".
(eight) to improve the ability of brand promotion. Support brand subjects to participate in well-known exhibitions at home and abroad, and organize online and offline brand display and promotion activities. Relying on China Farmers Harvest Festival and China International Agricultural Products Fair, we will organize the release and promotion activities of fine brands. Encourage the promotion of agricultural brands by relying on agricultural festivals such as picking festivals and cultural festivals. Increase brand overseas promotion, and carry out exhibition tour promotion in important node countries and regions. Strengthen exchanges with international organizations, embassies and consulates in China, international research institutions and international business associations, actively connect with RCEP, and promote international cooperation of agricultural brands.
(9) Enhance brand communication ability. Strengthen cooperation with mainstream news media, plan brand promotion activities, organize special reports, tell good stories about agricultural brands, and improve the spread of agricultural brands. Encourage online new media to promote agricultural brands, and spread them through multiple channels and across circles in the form of pictures, texts, topic interactions, videos and live broadcasts. Encourage the use of new outdoor media to carry out brand promotion. Promote cooperation with overseas media, establish the communication matrix of brand agricultural products, and enhance the international influence of China agricultural brands. With the help of China Brand Day, organize brand promotion, brand exchange, brand promotion and other activities.
(10) Strengthen brand culture empowerment. Promote the integration of agricultural brands and culture, deeply tap the essence of traditional farming culture, promote the integration of agricultural intangible cultural heritage, historical culture, red culture, food culture, festival culture and rural customs into agricultural brands, and enhance the cultural connotation of agricultural brands. Encourage online and offline integration, build brand museums, brand archives, etc., display brand history and culture, and publicize brand value. Encourage the combination of agricultural brands and artistic creativity, carry out cross-border integration, and promote the upgrading of packaging, design and marketing of agricultural products. Encourage brand cultural and creative activities, develop cultural and creative products, and activate the creative atmosphere of agricultural brand innovation.
Fourth, improve the level of management services
(eleven) improve the support service system. Establish and improve the team of brand experts, give full play to the role of scientific research institutes, professional institutions, trade associations, news media, etc., and support basic research, marketing promotion, personnel training, and supervision services. Carry out research on market consumption of agricultural brands and establish a scientific, standardized and credible tracking and evaluation mechanism for agricultural brands. Build a public service platform for agricultural brands, do a good job in information service, business exchange, brand display and consumption index, and create a comprehensive service window for agricultural brands.
(twelve) to increase the guidance of export services. Keep track of the development and marketing trends of global agricultural products trade, and study and evaluate the design and implementation effects of agricultural brand policies in relevant countries. Guide brand owners to carry out international trademark registration and product certification. Do a good job in the RCEP agriculture-related policy docking, and assist the brand main body to make full use of the policy dividends such as tax reduction of member countries and regional origin accumulation rules. Conduct overseas consumption surveys of agricultural brands, guide the interpretation of national policies and international trade rules, and promote international trade of branded agricultural products.
(thirteen) to promote digital construction. Guide brand owners to use digital technology, optimize management services, improve business processes, and promote the digitalization of brand management, market monitoring, exhibition and promotion. Do a good job in docking with platforms such as quality identification, safety traceability and integrity management, promote information interconnection and sharing, master brand development trends, promote collaborative supervision and credit constraints, and provide support for the healthy development of brands.
Fifth, create a brand consumption environment
(14) Boost brand consumer confidence. Do a good job in brand promotion, strengthen the sense of integrity and convey the concept of healthy consumption. Publish brand consumption index, stimulate consumption will, cultivate consumption hotspots, and expand consumption of brand agricultural products. Support brand owners to improve quality, innovate design, improve service, broaden channels, create new products, cultivate new selling points, stimulate consumption potential, meet and create consumer demand, and boost consumer confidence.
(fifteen) to encourage the expansion of brand consumption. Accelerate the organic combination of online and offline consumption, support the creation of boutique brand market areas, supermarket counters, e-commerce halls, self-media live broadcast rooms, etc., and promote product consumption. China farmers harvest festival autumn consumption season, brand sales and other activities to promote the consumption of brand agricultural products. Encourage all localities to hold various forms of agricultural product consumption promotion activities such as carnivals, food fairs, snack festivals and tasting meetings according to local conditions. Seize the opportunity of traditional festivals, festival holidays and hot spots of online consumption, plan brand consumption activities, innovate consumption scenarios, promote products through festivals and revitalize the market through festivals.
(sixteen) increase the brand consumption linkage. Give play to the radiation-driven role of large and medium-sized cities, encourage cross-regional, cross-industry and inter-departmental cooperation, introduce flexible and universal preferential policies, guide neighboring production, supply and marketing enterprises to deepen cooperation, and promote the excellent supply of branded agricultural products and sell them well. Promote the linkage between urban and rural areas, promote the integration of agriculture and tourism, encourage relying on characteristic resources and local culture to build characteristic rural brands and promote high-quality characteristic products.
VI. Safeguard measures
(seventeen) to strengthen organizational leadership. Agricultural and rural departments at all levels should take the cultivation of agricultural brands as an important measure to comprehensively promote rural revitalization and accelerate agricultural and rural modernization, implement the "three products and one standard" promotion action of agricultural production, strengthen overall coordination, improve working mechanism, refine policies and measures, increase support, and lead the innovation and development of agricultural brands. Do a good job in cultivating excellent brands, standardize the selection procedures, and improve service capabilities.
(eighteen) to strengthen policy support. Cultivate excellent quality brands, increase support and service, and the project funds can be tilted to the main body of the brand according to the actual situation. Encourage all localities to establish a brand incentive mechanism to encourage organizations and units with outstanding brand building achievements. Innovate financial products, improve financial services, guide financial institutions to optimize credit conditions, expand credit scale, explore the creation of financial products such as "brand loans", and support the cultivation of agricultural brand products.
(nineteen) increase the project. Focusing on the construction of advantageous areas of characteristic agricultural products, national modern agricultural industrial parks, and advantageous characteristic industrial clusters, we will cultivate and expand leading industries, create public brands in boutique areas, and promote the coordinated development of corporate brands and product brands. Key counties with "three products and one standard" in agricultural production, pilot bases for standardization of the whole industrial chain of modern agriculture, high-quality development bases for agricultural international trade, and cold chain collection and distribution centers for agricultural products should focus on brand building and actively support and guide it.
(20) Strengthen brand protection. Establish and improve the cooperation mechanism of agricultural brand protection, strengthen cross-departmental and cross-regional law enforcement cooperation, and severely crack down on counterfeiting and unfair competition. Actively play the role of industry associations, strengthen industry self-discipline, and promote the construction of industry credit system. Strengthen the construction of authorization, management and supervision mechanism of regional public brands, and promote the standardized and orderly development of regional public brands.
(twenty-one) do a good job in summing up publicity. Summarize typical experiences and practices in time, study the growth cases of boutique brands, organize interactive exchanges, and constantly improve the cultivation mechanism. Increase typical publicity, comprehensively use radio and television, newspapers, magazines, internet, new media and other platforms to continuously publicize and report, and create a positive atmosphere for the cultivation of agricultural brand products.