The Chinese brand expert group contributes suggestions for the construction of the talent river set brand

Wen ｜ Feng Zhao

Welcome to the 20th National Congress of the Communist Party of China, and the large -scale theme series of the "Chinese Brand Powerful State" of the Chinese Brand Magazine has entered Bayannaoer.

The fruits are fragrant, sunflower bloom, and the river canal is vertical and horizontal. After two days of survey, on August 5, the Chinese brand expert group came to the "Talent River" brand operation unit Inner Mongolia Bayan Green Industry (Group) Co., Ltd. (hereinafter referred to as Bayan Green Industry), and Bayannaoer Green The staff of the industrial overall development office, the agricultural and animal husbandry bureaus, the market supervision and administration bureau, the head of the Bayan green industry, and some authorized enterprise representatives have discussed the "talent river set" brand construction.

"Talent River Set" brand construction seminar site site

Participating expert groups include Wang Qiguo, a professor at Peking University, Zheng Zhisheng, vice chairman of the Chinese Brand Construction Promotion Association, Lu Anran, manager of the Secretariat of the International Standard Organization Brand Evaluation Technology Commission, Zhang Chao, president of the Chinese Brand Magazine Club, Wan Feng, Chief Editor, Wang Ran, deputy director of the evaluation work department of the Chinese Brand Construction Promotion Association.

Start the upgrade service to build the seven major business segments

At the beginning of the meeting, Zhang Wang, chairman of Bayan Green Industry, introduced the overall situation of the development of the talent of talent. Zhang Wang said that the river irrigation area is one of the three largest irrigation districts in my country and the largest self -flow water irrigation zone in Asia. Since 2018, the Bayannaoer Municipal Party Committee and Municipal Government strive to promote the construction of the "Talent River Set" brand, position it as a high -quality agricultural and animal husbandry product in Bayannaoer, and formulate a whole set of system systems to form a government supervisor, expert plan, state -owned enterprise, state -owned enterprise Operation development model.

In the past four years, the "Talent River Set" has won the first 19th heavyweight award of the first prize of China's regional agricultural image brand influence index. More than 50 authorized products that take the "Talent River Set" brand express, the overall premium has been achieved by more than 30%, and the advantageous industries such as grain and oil, fruit and vegetables, meat milk velvet have achieved a premium of more than 15%. Strictly crack down on various types of abuse, use, and infringement. The market inspection joint law enforcement team was established to persuade, standardize, and investigate the behavior of various types of unauthorized use of, abuse, and applying the "talent river set" brand. Strengthen the cooperation with online and offline sales channels such as JD.com and China Resources to help authorize enterprises to promote them across the country and sell well. Start upgrade services, focus on rural revitalization, modern agriculture and animal husbandry, and cultural tourism, and build "rural revitalization, modern agriculture and animal husbandry production, modern agriculture and animal husbandry finance, modern agricultural and animal husbandry services, modern agricultural and animal husbandry storage trade, modern agricultural agriculture, modern agricultural agriculture The seven business segments of the operation of the animal husbandry brand and the cultural tourism "have promoted the high -quality development of agricultural and animal husbandry in Bayannaoer.

The staff of Bayannaoer City Agriculture and Animal Husbandry Bureau, the Market Supervision Bureau, and some authorized enterprise representatives have proposed the demand for brand development from the aspects of how to accurately publicize, strengthen the protection of industrial products, enhance brand influence, and increase consumer loyalty.

Guide brand development from the model

Professor Wang Qiguo of Peking University said that the "Talent River Set" brand not only formulated planning and standards, but also has model innovation, and model innovation has huge vitality. Therefore, it advocates the development of the brand to guide the development of the brand. It also puts forward three suggestions:

The first is to fully understand the heavy responsibility and opportunities of Chinese brand building in the context of the new era. At present, China's light industry production accounts for 80%of the global total and shoe production accounts for more than 60%of the world, but it is more of other people's OEMs. There are few world -renowned brands, and an important indicator of economic power is that there is a strong economic power. There is no powerful brand matrix. The value of the "talent river set" brand cannot simply evaluate with benefits. It is authorized products to mean good quality. This needs to be adhered to. Level.

The second is the extension of the industrial value chain consciously and systematic. In accordance with the industrial value chain and supply chain to improve the brand's authorization mechanism and authorization model, the upstream and downstream of each authorized enterprise has its own layout. This is not only beneficial to the "Talent River" brand itself, but it may also be a supplement to the national industrial supply chain structure. This requires innovation of the authorization system model.

Third, the scope of the operation of Bayan Green Industry extends to rural rejuvenation, modern agriculture and animal husbandry, and cultural tourism.

To establish an exit mechanism for authorization products

Zheng Zhi, the vice chairman of the Chinese Brand Construction Promotion Association, believes that quality is the foundation of the brand. Without quality, there is no brand, and then services and innovation, but the brand eventually needs consumers to recognize it. It is consumer. Based on this, three suggestions are made: First, there must be good products, and good products need high -quality raw materials for guarantee. Second, there must be organizational guarantees. For example It can be realized, and it has operability in methods and means; third is not only to establish a brand license access mechanism, but also the exit mechanism for authorized products. On this basis, brand protection is carried out from the perspective of registering, patent application, and trademark certification.

Optimize the development path of the brand by evaluating the system

Lu Anran, the manager of the Secretariat of the Technical Committee of the International Standardized Organization Brand Evaluation Technology Committee, said that the "Talent River Set", as a regional public brand promoted by the government, has established a series of systems in four years. Function is a very meaningful and worthy of persistence. For example, an excellent tourist city must be driven by regional public brands. The significance of carrying out brand evaluation is a series of indicators of the evaluation system to calculate to what extent a brand is built and diagnose what deficiencies are. Optimized on the basis of existing brand building, find a development strategy that is suitable for your actual situation, And the brand path, not just to nominate which list.

Balanced and reciprocal development Make a top -level design

Zhang Chao, president of the Chinese Brand Magazine Club, said that at present, there are about 2,000 regional agricultural image brands in the country, but as new things, there are no benchmarks to follow, and they are exerting their own advantages and exploring how to grow bigger and stronger. Therefore, the development model Each is different.

Zhang Chao believes that Bayan Green Industry covers all sectors in the agricultural -related field, and needs to make top -level design from the perspective of balanced and reciprocal development to make each industry develop better; Focus on the brand that and the trust of all people's trust, authorize companies to think about what they can do for the "talent river set" and whether they can protect this regional public brand like their brands. Five "planning contributions.

Brand publicity also needs to formulate strategic planning

Wan Feng, the editor -in -chief of the Chinese Brand Magazine, believes that in the development of the next five years, the promotion of the "Talent River" brand also needs to formulate strategic plans as soon as possible to ensure how to ensure the continuous output and innovative output of the brand's promotion, how to maintain the tension and vitality of the brand. It is a question that the "talent river set" brand propaganda needs to be considered.

"In the survey, the most impressive is the cultural and creative products behind agricultural products, such as a pair of earrings placed on the shelves, which have a sense of fashion and corporate elements. Many young consumers are a good direction. If a brand wants to maintain vitality, it is inseparable from winning more young people. " Wan Feng believes that behind the brand of "Talent River Set" is the strong feelings of Pakistani family hometown. In terms of brand propaganda, "moisturizing and silent" should be achieved. The hometown sentiment is passed on to all parts of the world.

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