"Chinese Ⅱ on the tip of the tongue" fiery continue

Continuation of the "Chinese on the tip of the tongue" style, "on the tip of the Chinese Ⅱ" fiery continue. In the people to food for the days of the country, "Tip of the tongue," the widespread dissemination, but also promote the consumer for the domestic landmark product awareness. But for landmark products, this is just the beginning.

In the practice of opening the online access to agricultural products, taobao characteristics of China's origin of direct channel exploration rooted in a new dimension: the promotion of geographical indications products online.

Origin Direct supply channel, formerly known as China Landmark Pavilion, the main sales of geographical indications products. Unlike ordinary channels, the promotion of geographical indications of products, not simply sell goods, but to explore the product behind the regional culture, planting norms, such as a series of value points. and specifically to the operational strategy, the need to build is not a single enterprise brand, but the regional brand/service is not a single enterprise, but is committed to promoting local geographical indications products of local governments and industry associations.

But apart from the public exposure, such as China on the tip of the tongue, the user's perception of the "geo-labelling product" is quite lacking. It is the key to understand, excavate and popularize the connotation of the geographical indication products.

The brand pain behind the excellent agricultural products

Geographical indications, also known as the mark of origin, the WTO (WTO) Intellectual property Agreement "Agreement on Trade-Related Aspects of Intellectual Property Rights" (hereinafter referred to as the TRIPS Agreement) 22nd, 1th, defines it as: it marks the origin of an item from a member's territory, or from the region or place in the region, the specific quality of the commodity, Credibility or other characteristics are mainly related to the geographical origin.

The revised trademark law of China in 2001 has also added some provisions on geographical indications, the 16th article 2nd stipulates: "The geographical indication refers to the indication that the commodity originates from a certain area, the specific quality, the prestige or other characteristic of the commodity, mainly by the natural factor or the man-made factor of the area determines." ”

Today's geographical indications, is already China's most excellent agricultural products synonymous with some level can represent a region of agricultural products. Even when people talk about landmark produce, it's like talking about the place. But the concept of geographical indications is unfamiliar to most people.

Geographical indications Products (hereinafter referred to as landmark products) from the outset have regional, group, commodity uniqueness of the three major characteristics, at the same time by natural factors and human factors. The unique origin of the climate, soil, water, natural species, as well as product production processes, processes, formulations and so on, creating the best quality products and the most unique characteristics.

However, this also has a negative impact-product dissemination, the circulation of the geographical constraints. At present, in addition to the West Lake Longjing Tea as a representative of the few cases, the majority of the domestic landmark brand influence is very limited.

Landmark online: Agricultural products channels in the breakthrough

The use of traditional distribution channels to promote the landmark products, there are many bottlenecks and restrictions, can not cross the area of obstacles. In the traditional mode, the landmark products have the following series of problems to be solved urgently:

Quality standards are not uniform. Even in the same field of output, different regional standards, manufacturers, production processes and methods produced by the quality of agricultural products vary widely. How to define the area to which the landmark product belongs, how to standardize and constrain the quality standard, how to standardize the production process, still need to find the solution further.

Counterfeit landmark products are rampant. Gannan Navel Orange Add Sudan Red incident has been in the newspapers. As the visibility of landmark products increases, so will the challenges of the future, it is necessary to quality management at the source, the establishment of quality traceability system to deal with the growing number of counterfeit landmark products.

Restricted circulation area. Most landmark products are influenced by many factors, such as brand, output scale, taste and so on, which can only benefit the surrounding area, and it is difficult to popularize widely. Traditional mode does not recognize customers of this type of product. By contrast, electronic commerce is more likely to transcend geographical barriers.

Brand communication and influence is limited. The promotion of brand communication and influence, on the one hand, is restricted by the above conditions, on the other hand, there is no suitable promotion platform. If only through the carpet-type hard push, no dealer can afford. It is easier to solve this problem by spreading the online aggregation and word of mouth.

Taobao on the platform gathered a variety of selling fruit merchants, but can achieve direct supply of the landmark fruit is few. The direct source of the landmark fruit and the general quality of the fruit to distinguish, most directly, the best way is to let consumers taste the landmark fruit taste of high-quality. But if you rely solely on individual sales, it is hard to have the strength and resources to build the influence of the brand of landmark products.

Through the landmark Museum of Origin direct channel this platform, you can assemble high-quality geographical indications products, to provide them with a platform for display, to help landmark products for the origin of mining, digital brand building and consumer interaction.

Landmark products, promotion needs to be done more

For landmark farming, such events as China on the tip of the tongue are not often pushed. In contrast, the usual landmarks to promote the promotion of more need to strengthen. Responsible for operating characteristics of China Direct channel Hu You technology operations director summed up the promotion of landmark products of the Three laws.

Consolidate brand communication. In the past, most of the agricultural brand promotion relies on the online agricultural fair, and so on, the impact and radiation surface is very limited. Most landmark products do not have the ability to build digital brands, there is no such resources, how to build a digital brand of geographical indications, the landmark of the regional government is a major challenge.

Enhance the credibility of the landmark products. For landmark products, geographical indications are not only a trademark, more legal, government monitoring and protection, so the geographical indications of products in addition to highlighting the quality of products, but also to help consumers reduce the choice of the threshold of the important way.

Quality upgrade, product traceability. In the operation of geographical indications of products, but also the need to establish and standardize product resources and quality control standards, the establishment of product traceability system and the corresponding quality level standards, public symbol standards, packaging standards and so on, so that consumers truly recognize and consume geographical indications products.

In fact, in today's increasingly prominent food safety problems, any product only a name can not dispel consumer concerns, it is necessary to promote the government endorsement, the cooperative origin of direct supply, integrity dealers tripartite integrated marketing, so as to enhance the credibility of landmark products, to protect food safety. And through the Internet open and transparent to spread, it is possible to obtain consumer recognition, and mixed with the line silently nameless different, it is because of the cooperative product quality assurance, the Government's credibility endorsement, the line under the promotion of landmark products will meet consumer recognition.