The ruin of the public brand which should be prevented by agricultural products electric Dealers

Over the years, the role of the brand in agricultural products has been deeply rooted, especially now e-commerce gradually used in agricultural marketing, brand attention to the degree of unprecedented increase. As an important type of agricultural products brand, registering and operating the common brand of agricultural products has become an important way to promote local specialties and expand market sales in some places. As the cooperatives themselves say, "Simple production of good vegetables is not, no brand, difficult to enter the supermarket, difficult to sell high prices, to promote more is not." "In recent years, the author has also contacted a number of brand building needs, some are government personnel, some are agricultural cooperatives such groups." Discover some common problems that hinder the planning and implementation of public branding and share your personal experience now.

First of all, the public brand, which has a unique quality, cultural and regional characteristics, and a variety of elements in one, can be widely recognized, this is a popular explanation. For example, West Lake Longjing Tea, there are Anxi tieguanyin and so on, are regional public brands. And unlike the protection of origin and geographical indications of products, public brands have a stronger commercial and market appeal. The importance of the brand for agricultural products everyone is aware of, but for now apply for the brand is also relatively blind herd, on the one hand, most of the enterprises are independent application of the brand, although many, but the effect is not good. On the other hand, businesses abuse the influence of public brands, which directly lead to a competitive relationship between each other, quality and price are doubly impacted, leading to market declines, and so on. In order to avoid similar situation, the local government is also increasing the standard construction of public brands, but there are many worthy of discussion, there are also short board and misunderstanding.

Short board one: building a public brand is not a simple authorization to solve.

Most local governments have strengthened the identification of geographical indications products and origin, which is very necessary, but also to the local government to add light to increase the color of the initiative. In the operation, also mainly through the local leading enterprises or associations for brand licensing, absorbing and integrating relatively loose agricultural cooperatives and small enterprises to promote the brand's licensing applications. However, in the use of public brands, the lack of the necessary normative means and enforcement standards, sometimes out of the protection of local enterprise interests, there may be user enlargement and standard generalization. Public brand service lies in commercial application, commercial integrity and efficiency are inseparable from the strict standards of public brands and reputation protection, implementation needs long-term supervision, the previous years well-known trademarks are not well-known examples are not far, so can not rely on a simple authorization, should have a long-term professional team to achieve operation or trusteeship operation.

Short board two: too much reliance on government input, lack of commercial mode of operation.

The public brand has the very strong non-commercial and the service characteristic, the local government often acts as the builder and the holder, through the administrative resources and the financial investment, guides the brand construction. Although this approach can play a short-term role in the mobilization of resources, but too much reliance on government often to the financial and administrative pressure, the late commercialization of the role of the limited. Therefore, the adoption of a commercial implementation model, the Government to support rather than replace, to help local chambers of commerce or industry associations to implement agricultural quality and safety of regional management, to achieve safety supervision and demonstration base construction, including agricultural product quality traceability system and two-dimensional code labels, can be completed through the enterprise.

Short board three: the brand standard formulation lacks the universality, the region is too strong, is not easy to reproduce.

At present, China's agricultural products regional public brands, uneven quality, when there are agricultural crisis occurred, which not only violated the interests of consumers, but also seriously disrupted the market order. One of the major factors causing such phenomena is the decline of individual production enterprises ' moral level and the lack of the credit evaluation system of agricultural products regional public brands. This standard refers not only to the unique and strict production process, but also to the standard for consumer identification. For public brands, the standard is often based on the local landmark product or feature products based on the reference to a leading enterprise or demonstration base, if the replication between regions will be difficult.

Short Plate Four: the promotion of public brands and commercialization of the application of the lack of a long-term plan.

The shaping of public brand is a long-term process, need long-term advertising strategy, pay attention to brand advantage gradually set up, rather than short-term profit grab. Global brands are no less than 60, domestic brands are not less than 20. Long-term advertising strategy requires a sound, a certain forward-looking planning. If rely on the government, to promote the form of official documents can not be long-term adherence, in addition, the enterprise's commercial marketing process, Lada things are also many, some enterprises abuse the phenomenon of public brand resources, which are not conducive to public brand business prospects. Therefore, there is no long-term planning, the realization of public brand awareness and reputation of double ascension is very difficult.

To a certain extent, the brand is a modern agricultural symbol, the promotion of traditional agricultural transformation is from resources to change products, products change goods, commodities become famous process, has been a major means to promote the characteristics of agriculture. To pay attention to public brand construction, local government, enterprises and farmers need to play their role, and explore the establishment of agricultural products public brand cultivation, development and protection system, heavy responsibilities.