What is the significance and function of brand in the production and sales of agricultural products?

The production and sales of agricultural products are closely linked, and brands can directly promote the production and sales of agricultural products. Here, Shanxi millet and potatoes are taken as examples to illustrate.

First, the case of agricultural products branding

1, Shanxi Xiaomi

Shanxi is the hometown of miscellaneous grains, and millet is a kind of nutritious miscellaneous grains. And Shanxi Xiaomi is famous? Qinzhou yellow? , produced in Qinzhou, now Qin County, is famous all over the country because Wu Xuan, a great scholar during the Kangxi period of the Qing Dynasty, sent rice to Cixi to cook porridge.

Starting from Huangshi, Qin Zhou, Shanxi Qinxian County, Qinyuan County, Wuxiang County and Fenyang County grow the most grain and sell the best.

Jingu 2 1 was bred by Houfenyang Jingzuo, and planted in Fenyang, Wuxiang, Qingxu, Yangqu, Yuanping, Daixian, Dingxiang and Fan Shi, forming Jingu series.

Zhangjiakou Zhangzagu series was introduced into the northwest of the mountain. Because of its high yield, it is planted in the northwest of Shanxi and Shuozhou, forming Zhangzagu planting.

Red Gu Mi in Lingqiu County of Datong has its own system, and it is also a millet product with good reputation.

In 20 16, the production of coarse cereals in Shanxi Province was adjusted, and the Plan for Revitalizing Coarse Cereals Industry in Shanxi Province (20 16-2020) was issued, and eight coarse cereals, such as millet, oats, buckwheat, mung bean, red kidney bean, potato, fresh corn and sorghum, were identified as the implementation targets. This has created opportunities for the formation of Shanxi Xiaomi brand, and the reform of agricultural products began with the government setting up a stage and enterprises singing opera. In just two years, the whole industrial chain operation of planting, processing and sales has been formed, and at the same time, the integration of Jingu 2 1, Jingu 10, Red Gu Mi and Zhangza Valley has emerged. Shanxi Xiaomi? It laid the foundation for Shanxi Xiaomi to go out of Shanxi. Shenchi County, Shanxi Province, as a county with high yield of small grains, the millet planting has soared from less than 6,543.8+10,000 mu to 654.38+ 0.5-0.2 million mu now, and the economic benefits of farmers have been significantly improved.

Small brand management under the effect of big brand

With the promotion of Shanxi millet brand, Shanxi Province has established three organic millet demonstration zones in Luliang Mountain, Taihang Mountain and Northwest Shanxi Province according to the development foundation and resource endowment of millet industry, and 30 counties have joined millet production. At the same time, it has created the production of specific millet such as black rice, glutinous rice and selenium-enriched millet.

Now the small brands are Yangqu Xiaomi, Yuanping Zhouxiang Xiaomi and Yuanping Shigu Xiaomi. Yangqu selenium-enriched millet is famous for its organic pollution-free; Zhangzha rice, which is traditionally managed in northwest Shanxi; There are different colors formed by Datong Red Gu Mi and so on. County economy has also begun to pay attention to its own brand.

2. Brand Building of Potato in Lan County

Dry land and sandy land are rich in potatoes. Most of them are in the northwest of Shanxi, with good quality.

In the 1980s, nearly one-third of the cultivated land in Wuzhai County of Shanxi Province planted potatoes, and the county government set up potato processing plants and vermicelli processing plants. Its potato products mainly came to customers by popularity. The neighboring Shenchi County, due to its unique transportation advantages, has been catching up with Wuzhai County in potato planting.

After 20 16, it was launched in Lanxian county? Lanxian potatoes? Brand, suddenly want to eat potatoes to Lanxian, eat potato banquet to Lanxian, affecting tourists in the province and surrounding provinces and cities to eat potato banquet. In contrast, Wuzhai County and Shenchi County, which are rich in potatoes, are left out in the cold. The reason is 1. Potato varieties remain unchanged after adulthood. Because I have been waiting for customers for many years, I have formed the old thinking that I have something to sell. 2, the propaganda is not active, good wine is not afraid of the deep alley, to put it bluntly, it is useless to attract customers' brains. 3, master thinking, accustomed to the top spot, it is estimated that others can't move.

The potatoes in Lanxian County are the same as those in Wuzhai and Shenchi, but others took the lead, adjusted the potato varieties, and increased publicity at the same time. Lanxian potatoes? Our brand advantage is superior to other counties in sales volume and sales price. Of course, Shenchi and Wuzhai have greatly adjusted the production of potato varieties in recent years, and the product quality has also reached a higher level, but there is always a shortage, which is still candidly admit defeat compared with Lan County.

This is the power of the brand.

Second, the integration of production and marketing.

The integration of production and marketing of agricultural products is the basis of brand promotion. When you have brand value, the integration of production and marketing will be more difficult. If the product can't keep up with the sales volume, the brand will lose its credibility. With the integration of production and marketing, it will be easier to rebuild the brand and immediately produce higher economic benefits.

The above case 1, Shanxi millet industry, has many varieties and a wide geographical area. It was a mess. Except for Qinzhou yellow, they are all produced and sold by themselves, and it is impossible to form a unified sales channel. What time? Shanxi Xiaomi? After the brand was launched, Qinzhou Yellow and Yangqu Xiaomi, which have a production and marketing system, are ahead of the whole province, which means that opportunities wait for no one. Whoever lays a good foundation first can ride the wind and waves and become famous in one fell swoop. In the past two years, under the guidance of the brand of Shanxi Xiaomi, various millet planting counties have also started their own pragmatic production planning, formed a relatively stable sales system, and all of them are moving closer to the direction of Shanxi Xiaomi, and each of them has come up with corresponding millet quality highlights and integrated into the operation of big brands.

Case 2: It's no accident that the brand of potato in Lanxian County can become famous as soon as it is hit, because we attach importance to the introduction and testing of potato products, and also strengthen the construction of potato kiln, which can not only be produced but also preserved, and can be sold all year round, with more flexible sales methods. The brand is actually well thought out. In recent years, Lan County has been working hard on seeds, and has jointly built Shenchi and Wuzhai County. Lanxian potatoes? Brand, or maybe what's next? Potatoes in northwestern Shanxi? Brand shows that the combination of county economy is also a way to promote economy.

Third, the brand helps cooperative management and promotes the integration of production and marketing.

A brand is a name, both good and bad. If customers believe it, this brand is a good brand. On the basis of the brand, if the production and sales are not done well, it will eventually be empty.

Whether it is millet or potato, it is difficult to manage planting under a unified brand. How to stabilize the quality, how to increase the output, how to determine the price and how to control the market are all a system. At present, the professional planting cooperatives that came into being at the historic moment are opening up a road for this crop management.

Planting professional cooperatives cooperate with large households or minority farmers to plant agricultural products, ensure the supply of agricultural products during the period, manage crop diseases and insect pests in a unified way, and purchase and sell agricultural products in a unified way, so that farmers can concentrate on farming and have no worries about sales. At the same time, the cooperative has also gained some mutual trust with the government to solve the problems of funds and sales channels. This industrial chain has basically taken shape and is closer to big brands. Now, some cooperatives have gradually formed their own brands. They use geographical and resource advantages to closely link farmers together, * * * share operating results, form a joint force with the government, and * * * enjoy brand dividends, which plays a very important role in the development of agricultural products and plays a role as a link for cooperatives.

The above humble opinion, in the process of planting and selling agricultural products, using the advantages of big brands to build their own small brands is conducive to meeting the needs of production and completing sales problems at the same time. So we say that the advantages of brand can bring opportunities to planting and solutions to agricultural industrialization. The implementation of cooperative economy has created feasibility for the branding of agricultural products. ? Records of agricultural personnel? To answer your question, please comment below if you have different opinions.