Jilin Grain Brand Construction and Development Forum supports the pain points of industry development

Jilin Grain Brand Construction and Development Forum site

On September 16th, Jilin Grain Brand Construction and Development Forum, which was co -sponsored by Jilin Province Food and Material Reserve, Xinhua News Agency's National Brand Engineering Office, and Banyue Talking Magazine, was held in Siping City, Jilin Province.

This forum invites experts from grain -related departments, scientific research institutes, industry associations, brand think tanks, grain companies, and industry leaders to conduct in -depth exchanges, summarize the practical experience and achievements of Jilin rice industry, and target the pain points encountered in the actual development process of the enterprise. Difficulty, focus on issues such as "how to use the brand as the engine to effectively help the development of the grain industry" and other issues. Li Chunsheng, deputy chairman of the 13th National People's Congress Agricultural and Rural Commission, attended the forum and spoke.

Focus on pain points and difficult points to help the development of the grain industry

In recent years, Jilin Province has focused on building the brand of "Jilin Rice" and "Jilin Fresh Corn" brand, exploring an effective path of promoting farmers' income and increasing efficiency with brand upgrades. Always adhere to the leadership of the brand, vigorously implement the "five one project", and gradually build the brand system of "public brand+regional brand+corporate brand". Improvement, further consolidation of the industrial foundation, and achieved the first stage of the first stage of Jilin rice from "good rice" to "Mingmi".

Sun Haoming, a member of the Party Group and Deputy Director of the Grain and Material Reserve of Jilin Province

Sun Haoming, a member of the party group and deputy director of the Grain and Material Reserve of Jilin Province, said that holding this forum is based on a new stage of development, targeting the Jilin Rice brand jumping and release of the "Jilin Rice" brand dividend, which drives regional and corporate brand transformation and upgrading A conference with a turning point at a time. The aim of summing up the experience and achievements of Jilin rice industry's practice, and in response to the pain points and difficulties encountered in the development of the enterprise, we discuss how to use the brand as the engine to help the development of the grain industry. He said that the leading enterprises in the grain industry in Jilin Province should play a demonstration and leading role in brand building and promoting the development of the rice industry cluster, and use corporate brands to drive regional brands to become bigger and stronger. Promote the development of regional rice industry clustering.

Sun Aidong, a member of the Party Committee and Deputy Editor -in -Chief of the Month of Monthly, Sun Aidong

Sun Aidong, a member of the Party Committee and Deputy Editor -in -chief of the Monthly Monthly Monthly Magazine, said that "Half Monthly Talk", as an important party journal entrusted by the Central Propaganda Department, always adhered to the "flat burden spirit of picking the central spirit and the expectation of the people's expectations" ", Held a number of" typical cases of precision poverty alleviation in the country ", decoding the way of reducing poverty in China, and providing important reference value for the development of rural revitalization work across the country. Jilin Province focuses on creating regional agricultural brands, and gradually formed a characteristic agricultural product IP represented by "Jilin Rice" and "Jilin Fresh Corn", transforming the advantages of high -quality food resources into the economic advantages of industrial development, and is exploring a realization of farmers' income and rural areas. Effective path of revitalization.

Lei Ming, Dean of Peking University Rural Revitalization Research Institute and Professor of Guanghua School of Management at Peking University

Regarding the construction of agricultural product brands, Lei Ming, dean of Peking University Rural Revitalization Research Institute and professor at the Guanghua School of Management at Peking University, mentioned a keyword- "value co -creation". In terms of value, the value of value is the process of working together in the process of brand building and promotion. "At present, there are some phenomena, thinking that the brand is a trademark of the name -after registration is completed, in fact, its value connotation is far from being tapped, and the mining of value connotation must be created through the value of the triplets." The government guidance and promotion, corporate leadership, market operations, social participation, and diversification of all -member brand cultivation and operation mechanisms; the second is to cultivate farmers into the main force of brand building.

Give full play to the brand effect to promote the improvement of the industry's quality and efficiency

In 2013, Jilin Province implemented the rice brand project, which opened the prelude to the construction of the Jilin grain brand with "Jilin Rice" as the lead. In the past nine years, Jilin Province has established the Jilin Rice Industry Alliance, formulated the quality standards of Jilin Rice series, established the Jilin Rice Direct Operating Network, and transformed Jilin Rice Resources into economic development advantages through brand building, and achieved remarkable results. In the process of promoting the construction of Jilin Rice regional brands, Jilin Province takes enterprises as the core. For the characteristics of "small, scattered, and weak" of rice companies, some rice processing enterprises are preferably to form a "Jilin Rice Industry Alliance". "The logo has established a high -quality rice production base, improved the direct -operated system, closely combined the factors of production, processing, and sales. Development integration has become an effective way to promote the improvement of food quality and efficiency.

Sun Dongsheng, deputy director of the Institute of Agricultural Economics and Development, Chinese Academy of Agricultural Sciences

"Brandization is the only way to promote the supply -side structural reform of the grain industry, and it is also an important starting point for promoting the transformation and upgrading of the grain industry." Sun Dongsheng, deputy director of the Institute of Agricultural Economics and Development of the Chinese Academy of Agricultural Sciences, said that the development of the Jilin rice brand industry is guaranteed to ensure both The national food industry is safe and meets the people's personalized needs for rice grains. Enterprises are the main body of grain brand construction. The branding of grain brand must rely on some large grain processing enterprises to drive the construction of grain bases and promote the development of the grain industry. "The development of Jilin Rice regional brands must seize the development opportunities of informatization and digitalization, adhere to brand leadership, enterprise priority, and support guarantee, so as to stand out in the competition in the fierce ration stock market." Sun Dongsheng said. Agricultural Brand Think Tank — Jia Yan, founder of Agricultural Ben Consulting, well -known agricultural brand strategic expert

Jia Yan, the founder of Agricultural Brand Think Tank -the founder of Agricultural Ben Consulting and a well -known agricultural brand strategic expert, said that Jilin Rice brand has formed a brand matrix of "brand empowerment, landmark rice regional public brands as flags, corporate product brands as flag bearers". While the Jilin Rice brand is well -known nationwide, it should focus on strengthening a large number of unique landmarks in rice regional public brands. They are the mainstay of the Jilin Rice brand.

Adhere to the brand to lead leading companies to drive cluster development

It is understood that all the companies participating in this forum are the top ten leading companies in Jilin Rice selected this year, with large -scale, brands, driving wide channels, and many channels. Leading companies are the pioneers of the Jilin Rice brand construction and the main force of the development of the rice industry cluster in the province. They shoulders the high -quality development of the Jilin rice brand jumping and the high -quality development of Jilin's grain industry.

President Bao Mengquan, President of Songyuan Grain Group Co., Ltd.

Baomengquan, president of Songyuan Grain Group Co., Ltd., said that making a brand is actually doing a standard. Without green food standards as a lead, it is impossible to ensure the uniqueness and stability of the quality and quality of the product. The Group fully implements the green standards formulated by the state in all aspects of production, acquisition, storage, processing, and sales. Songyuan Grain Group Co., Ltd. starts from the base, starting from seed cultivation, and in the production, supply, and sales of the entire industrial chain, it has always carried the main line of green food standards. "Chakan Lake Rice Round Fragrance No. 1" won the award of the corporate standard "Leader".

Jilin Province is located in the "World Golden Rice Belt" and "World Golden Corn Belt". The fertile black land, rich water resources, and sufficient light and heat conditions have created the excellent quality and brand advantages of Jilin grain. In the context of comprehensively promoting rural revitalization, the Jilin Provincial Government has proposed to implement the "Jilin Rice Brand Promotion Project" to accelerate the six major promotion actions including the promotion of landing brands, good breeding selection, leading training, industrial integration, quality control, and channel development. At present, public brands in Jilin Province have created the "golden business cards" of "Jilin Rice", "Golden Business Card" of "Jilin Fresh Corn" and "Jilin Miscellaneous Bean" of "Jilin Fresh Corn". In the future, Jilin's grain industry will continue to take the development of the brand's prosperity and empowering rural revitalization, so that more people will be "Jilin Good Grain" in the bowls.

Original title: Jilin grain brand construction and development forum support to solve the pain points of industry development

Edit: Xiao Zhi

Source: Xinhuanet

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