Yucun builds a "beautiful" brand

Author: Xinhua Daily Telecom reporter Yue Deliang

In Yu Village, Tianhuang Ping Town, Anji County, Huzhou City, Zhejiang, a boulder monument that is engraved with "green water and green mountains is the golden mountains and silver mountains" stands towering.

In the summer season, the weaving tourists come here to enjoy the lotus flowers and experience the drift of the stream.

The farmhouse Music Chunlin Villa is very lively, and the owner Pan Chunlin greets the guests from time to time, "Visitors are coming. My family's villa is developed by Yucun's practice of the" two mountains "concept!"

In the past ten years, the concept of "green water and green mountains is the golden mountains and silver mountains". He was selected as the first batch of "the best tourist villages in the world" in the United Nations.

Not long ago, Yucun established the first domestic rural brand construction laboratory, and launched the global brand logo system collection, global partner recruitment, and overseas social media operations.

Awakening of rural brand awareness

For more than ten years, Yucun has taken the "two mountain roads" and created the "two mountains" industry. It has designed and developed a number of cultural and creative products and agricultural products such as models, fan -noodle paintings, and colorful rice, bamboo forest mushrooms.

Brand awareness is growing in this mountain village. In early July, Yucun and Xinhua News Agency ’s national brand project jointly launched the collection of global brand identification system. Voting through the Internet and experts' opinions to select the core concept of Yucun's positioning and logo design.

Shen Aiguo, dean of the Media and Humanities of the School of Media and Humanities of Zhejiang University, said that Yucun's brand identification system means the awakening of rural brand awareness. ADD is committed to the founder of the common brand consulting agency Le Jianfeng pointed out that brand symbols are the basis for forming the concept of the brand. Successful brand symbols are important assets and intangible productivity of brand subjects.

"Yucun solicited the brand identification system for the global, showing that our understanding of a village has surpassed the tradition and introduced the concept of modern marketing." He Miao, member of the Standing Committee of the Anji County Party Committee and Secretary of the Party Committee of Tianhuangping Town.

Rural Brand Laboratory

Introducing think tank resources and planning a new blue ocean is a new mission to Yucun in Anji County.

Wang Yucheng, secretary of the Party branch of Yucun, said that one of the important functions of the newly established rural brand laboratory is based on Yucun's innovation practice, China Unicom's domestic and foreign professional institutions, think tank resources, through brand planning formulation, event planning, subject research, research, research, research, research, research, research, research, research, research, research, research, research, research, research, research, research, research, research, research, research A variety of paths such as results release, the theoretical system and research methods of constructing rural brand construction, enhancing the image and value of rural brand image, and creating a benchmark for Chinese rural brands.

Matching this, Yucun also established an expert committee of the brand construction, with members from Peking University, Zhejiang University, Shanghai Brand Committee, Visual China, and professional brand research institutions.

The development of low -carbon development in the whole region, get rid of the "Qiancun side" ... The expert committee will join forces with the China Urban Planning and Design Research Institute, the China Institute of Construction Sciences, the China Tourism Research Institute and other institutions of the China Urban Planning and Design Research Institute, the China Construction Science Research Institute, and the China Tourism Research Institute. planning.

Shi Zhangqiang, a member of the Shanghai Municipal Government brand expert and secretary -general of the Shanghai Brand Committee, said that if Yucun wants to become a super brand IP of Zhejiang, and even the whole country and the world, it is necessary to combine theoretical research with brand practice. Global competitiveness and development of internal strength; let practice rich theories and explore the path of rural revitalization.

In line with advanced industries

On July 6, Tianhuang Ping Town, Anji County issued a global recruitment order in Yucun to the world, covering research education, rural tourism, cultural and creative, agricultural and forestry industry, digital economy, green finance, zero carbon, zero carbon Eight major industries such as science and technology, medical and health.

"Enterprises, institutions and talents can participate, and partners can establish enterprises in Yucun, accurate investment, research and development innovation, etc." Xu Jinjing, mayor of Tianhuangping Town, said that Yucun will set up the first 100 million yuan industrial development fund. Provide services such as housing, children's enrollment, excellent treatment and other services to help partners realize their dreams.

According to the feedback from Tianhuangping Town, there are currently representatives of Shanghai crab chain enterprises, star gravity film and television media, China Pacific property insurance, Fan Ye Food Technology (Beijing) and other fields, becoming Yucun's first interested partners.

Chen Shaofeng, director of the Academic Committee of the Peking University Cultural and Products Institute and vice chairman of the China Cultural Industry Promotion Association, said that they will build a "rural spiritual realm" project in Yucun to promote the integration of local culture, industry, agricultural civilization and digital technology. Advanced industries, advanced talents, and advanced technologies are fully connected, indicating that the development of rural villages in my country will have a higher level, broadening vision and greater possibility. "

The partner brought new weather to Yucun. Recently, 11 villages in Tianhuaping Town, including Yucun, and Ding Yizhen, president of Zhejiang Thousands of Tea Culture and partner of Yucun, have launched a cooperation. Ding Yizhen said that 11 villages have cooperated with resource assets to establish a strong village Fumin Company. Villages participated in the company's income dividends. The story tells the whole country.

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