"Brand is power, variable, and traffic." This is the practical experience of rural revitalization shared by Pan Xiaohui, deputy director of the Standing Committee of the Quzhou Municipal People's Congress of Zhejiang Province and secretary of the Changshan County Party Committee, at the first China Rural Revitalization Brand Conference, which aroused widespread resonance among the participants.
The main venue of the first China Rural Revitalization Brand Conference
From April 10th to 11th, the first China Rural Revitalization Brand Conference with the theme of "accelerating brand upgrading and promoting high-quality development" was successfully held in Changshan County, Quzhou City, Zhejiang Province. Jing Ruyue, member of the party group and secretary-general of Xinhua News Agency, Yin Chengjie, former deputy secretary of the party group and vice minister of the Ministry of Agriculture, Zhu Baocheng, former member of the party group of the Ministry of Agriculture, and the National Development and Reform Commission, the Central Agricultural Office, the Ministry of Agriculture and Rural Affairs, the Ministry of Culture and Tourism, and the National Rural Revitalization The heads of relevant departments such as the Bureau and Zhejiang Province attended the meeting. The conference included village night talks, summit forums, brand nights, exhibitions and sales, live broadcasts and other links, forming a broad consensus that brands can help rural revitalization and development, showing a new atmosphere of vigorous development of rural revitalization.
The conference was sponsored by Xinhua News Agency Brand Work Office and Xinhua News Agency Zhejiang Branch, co-sponsored by "China Famous Brand" magazine, and undertaken by the People's Government of Changshan County, Zhejiang Province, "China Famous Brand" Rural Revitalization Research Center, and Shanghai Huangpu Jiangnan Brand Culture Promotion Center .
Rural revitalization is inseparable from the help of brands
Rural revitalization is a historic change in the history of agricultural and rural development in my country for thousands of years. However, in the process of promoting rural revitalization, regional brand building capabilities, corporate brand operation capabilities, and professional brand supporting service capabilities need to be improved. Rural revitalization brands are urgently needed Theoretical innovation and practical leadership in the field.
At present, there are more than 3,000 regional public brands under key cultivation at the provincial level in my country, and the average premium of branded agricultural products in poverty-stricken areas exceeds 20%. However, there are still many high-quality agricultural products in the state of "raised in deep boudoirs and unknown", and the problem that my country's agricultural brands are too many but not refined, big but not strong still exists.
The first China Rural Revitalization Brand Conference will help the revitalization of the countryside by holding exhibitions, live streaming and bringing goods. If the nation is to revive, the countryside must be revitalized. The report of the 20th National Congress of the Communist Party of China pointed out that the most arduous and arduous task of building a modern socialist country in an all-round way is still in the countryside. Jing Ruyue said in her speech at the main venue on the 11th that brand is an important symbol of high-quality development, and branding is an important way to revitalize the countryside. For a long time, Xinhua News Agency has given full play to the advantages of all-media communication, fully reported the vivid practices of comprehensively promoting rural revitalization across the country, and created a good atmosphere for public opinion. Zhu Baocheng also believes that agricultural branding is an important symbol of agricultural and rural modernization, an important starting point for promoting rural revitalization, and an important support for high-quality development.
In his speech, Chen Xinzhong, deputy director of the General Office of the Zhejiang Provincial People's Government, shared the brand practice of rural revitalization in Zhejiang. In recent years, Zhejiang has insisted on giving priority to agriculture, vigorously promoted the three major actions of "double strength", rural construction, and common prosperity of farmers, and contributed "three rural" forces to the "two advances" and the construction of important windows. Tong Weixin, deputy director of the Standing Committee of the Quzhou Municipal People's Congress, used five key words and five small cases to introduce the modern rural reform road with Quzhou's characteristics of the integration of industry, city and humanities.
"China's Rural Revitalization Brand Report (2022)" blue book released
The blue book "my country's Rural Revitalization Brand Report (2022)" was officially released at the conference. The book was published by Xinhua Publishing House. This paper conducts a "panoramic" analysis of the strategic background, policy framework, development overview, theoretical perspectives, regional characteristics, evaluation methods, international experience, digital villages, local models, and market cases of my country's rural revitalization brand building from three dimensions. Zhou Zhiyi, editor-in-chief of the Blue Book and editor-in-chief of the "China Famous Brand" magazine, said that the publication of the Blue Book provides a quantifiable reference index system for promoting rural revitalization.
Brand building runs through the entire industrial chain of rural revitalization, and is an important support and lasting driving force for the high-quality development of "three rural" work. The conference also held the establishment ceremony of the Rural Revitalization Brand Alliance (collaborative organization). Lu Fangxiao, President of China Fruit Distribution Association, Li Pengcheng, Executive President of Mengniu Group, Wang Junhao, President of JuneYao Group, and Zhao Yihong, Chairman of Besunyen shared their classic cases of helping rural revitalization.
Rural revitalization needs the help of brands, which has become an important consensus of the participants.
Multi-dimensional brand building
Rural revitalization requires brands, and brand revitalization is multi-dimensional. Liu Xiaoshan, former deputy director of the Development and Guidance Department of the National Rural Revitalization Bureau, said in his speech that to speed up the construction of a strong agricultural country, we must firmly promote the revitalization of rural industries, talents, culture, ecology, and organizations. Among these five revitalizations, industrial revitalization is the starting point, and talent Revitalization is the key, organizational revitalization is the link, cultural revitalization is the foundation, and ecological revitalization is the foundation. Together they constitute a beautiful picture of rural revitalization. They are indispensable and mutually reinforcing.
The blue book "China's Rural Revitalization Brand Report (2022)" provides a scientific definition of the rural revitalization brand for the first time. According to the book, rural revitalization brands refer to various brands based on and serving rural revitalization, which can effectively promote rural industrial prosperity, ecological livability, rural civilization, effective governance, affluent life, and distinctive characteristics. They can be divided into public categories. and market classes. Among them, public rural revitalization brands refer to brands with governments and organizations at all levels as the main body of construction, not for profit, and have the characteristics of public, public, and public welfare, such as smart village brands, rural governance brands, and party building brands. Market-based rural revitalization brands refer to brands that are operated by market entities, based on or serve rural areas, and pursue a double harvest of market and economic benefits through market-oriented methods, but also focus on economic benefits. Brands cover primary, secondary, and tertiary industries, building materials , home furnishing, processing machinery, cultural tourism homestay, agricultural tools, etc. are all listed here. Public and market brands can be transformed into each other under certain conditions.
How to build a brand in multiple dimensions? Pan Xiaohui, deputy director of the Standing Committee of the Quzhou Municipal People's Congress and secretary of the Changshan County Party Committee, introduced the brand practices in the field of rural revitalization, such as the Changshan pomelo brand, the "Good Morning" party building brand, and the "Song Poetry River" cultural brand, which have good demonstration significance.
Hu Xiaoyun, director of the CARD Agricultural Brand Research Center of Zhejiang University, and Cai Bingzhen, director of the Aurora Moon Arc Research Institute, respectively released the "China Geographical Indication Agricultural Products Brand Reputation Evaluation Report" and "2023 China Rural Digital Development Research Report", starting from the creation of a consumption-oriented geographical The logo products and the perspective of accelerating rural digitalization construction provide new ideas and new methods.
At the theme forum, Liu Hong, Vice Chairman of the Political Consultative Conference of Ganzi Prefecture, Sichuan Province, Secretary of the Party Group and Director of the Bureau of Culture and Tourism, Liu Jun, Secretary of the Longhui County Party Committee of Hunan Province, Li Xiangang, Deputy Secretary of the Jiangling County Party Committee and County Mayor of Hubei Province, and Deputy Mayor of Dongtai City, Jiangsu Province Miao Bin and Du Bo, Director of the Tahe County Culture and Tourism Bureau of Heilongjiang Province, discussed and exchanged views on local brand revitalization practices, shared good experiences and good practices from various places, and showed the roadmap for regional brand building. Song Wei, chairman of Zhejiang Yuxianggu Investment Management Co., Ltd., and Zhao Jie, general manager of JD Technology Agricultural Financial Solutions, and other business representatives also explained the business resonance logic of brand building and rural revitalization from their own perspectives.
"Good Morning", Fangcun and "Three Treasures" of "Country Evening Talk"
In the "Rural Night Talk" session held on the 10th, more than 40 persons in charge of the "two committees" of counties, cities, towns, and villages, as well as brand experts and business representatives focused on harmonious and good governance and rural revitalization, brand leadership and rural revitalization, smart villages and business Topics such as model innovation were discussed in depth. Some of these counties, towns, and villages have improved their governance level with the party building brand, some have stimulated the development of local industries with the regional public brand, and some have introduced the smart village brand to drive economic development through innovative business models.
The rural revitalization brand itself is multi-dimensional, and the way and path of brand building are also multi-dimensional.
Promote the development of rural industries with brand revitalization
The value of a brand lies in its ability to attract a group of loyal "fans" and form a stable market share. In the practice of the brand, what attracts the most attention is its driving effect on industrial development and farmers' income increase. Zhu Baocheng said that brand building is guided by market demand, guides the scientific and rational allocation of production factors, promotes more efficient and optimized product production, marketing, and organizational management, and promotes quality improvement at the production end, efficiency at the circulation end, and value-added at the consumer end.
Li Jianwei, the second-level inspector of the Agricultural Product Quality and Safety Supervision Department of the Ministry of Agriculture and Rural Affairs, said in his speech that the foundation of a brand is quality and quality. In 2022, there will be 10,000 newly certified green organic agricultural products nationwide, the total amount of green high-quality agricultural products will reach 200 million tons, and the production scale will account for 12% of edible agricultural products. The protection project of geographical indication agricultural products will be implemented in depth, and a total of 291 agricultural products will be supported, driving 267 The income of 10,000 farmers has increased by 13 billion yuan, and a number of "special and excellent", "special and beautiful" and "special and strong" characteristic agricultural product brands have been created.
In order to help the development of rural industries, the China Urban Commercial Network Construction Management Federation and the "China Famous Brand" magazine jointly launched the selection activity for the excellent quality rankings of China's agricultural, forestry and food products. Huatie Media and the "China Famous Brand" magazine jointly launched the "Rural Revitalization Brand · China Tour" high-speed rail action, aiming to significantly reduce the promotion cost of rural revitalization brands by means of "crowdfunding".
The conference also held the signing ceremony of "Tianfu Vegetable Oil" selected into the "Xinhua News Agency National Brand Project-China Good Grain and Oil" special action, the signing ceremony of Xinhua·China Camellia Camellia Product Price Index (released in Changshan), and the unveiling of "Shanghai Overseas Enterprise Service Center Changshan Base" Ceremony, rural revitalization brand characteristic town construction signing ceremony, and awards such as rural revitalization demonstration counties, classic cases, demonstration bases, brand recommenders, excellent rural governance brand cases, and growing brand cases were awarded in the "Brand Night" segment.
The successful holding of the first China Rural Revitalization Brand Conference not only demonstrated the latest achievements and development achievements of my country's rural revitalization brand building, but also provided an important communication and practice platform for all parties involved, which will further promote the level of my country's rural revitalization brand building. Take it to a new level. (Deng Huadong)