What's the best way to market your brand for agricultural products? Learn these four points will be enough

The key point of the marketing of agricultural products and the difficulty lies in: branding. Brand marketing, that is, for the product into the brand culture, so that it has a strong cultural flavor and unique distinctive personality. The key is to build and disseminate experience products and brand culture in line with the target consumer experience needs and emotional appeal, and put it on top of the products and services, you can enhance the premium ability. Branding allows businesses to offer products and services that are different in some way from other products designed to meet the same need. These differences can be functional, physical and tangible, i.e. related to the product performance of the brand, or more symbolic, emotional and intangible, i.e. related to what the brand stands for. How to communicate this to consumers and bring them physical or emotional pleasure to enjoy, it is necessary to establish a unique brand image, enhance brand personality and association. So where do we start? Storytelling brand story conveys the brand's culture as well as the concept of the Internet era to shape the brand image of one of the effective means. Consumers' identification with the brand culture of agricultural products is related to the competitiveness of agricultural products in the market. How to tell a good brand story, the most classic is "Chu orange". The former king of tobacco Chu Shijian re-entrepreneurship, 75 years old, contracted 2,000 acres of barren mountain business; 84 years old, his orchard annual output of 8,000 tons of oranges, profits of more than 30 million yuan. Because there is such a brand story as a support, and personal experience fit, will "Chu orange" along the trend of packaging as "inspirational orange", triggering the consumer for "we have all failed, a stumble or stand up again just you! Choice" of emotional **** Ming. In the Kunming market, the price of a box (about 5kg) Chu orange rose from 35 yuan in 2009 to 168-188 yuan in 2017, such price trends, in addition to the quality of the product, we can not ignore is through the emotional value of the brand story. How can earthy agricultural products, or even obscure agricultural products, get out of the mountains to be accepted and recognized by the new generation of mainstream consumer groups? Lyric also comes from the red soil plateau of seven-color Yunnan, a prepared wine brand created with Internet thinking "wanton wine", first of all, Dali local ethnic minorities every household to brew the special characteristics of the bubble wine branded, fashionable, and quickly enter the young people and tourists like to taste the market. Unbridled Wine advocates the life experience of "having fun", and the slogan "Brewing wine with the spirit of picking up girls" has attracted the attention and hot discussion of many consumers, followed by the phrase "Songs must be sung in the daytime and wine must be indulged in, and youthful companionship is a good way to go back to the hometown". Then, the phrase "to sing in the daytime, youth is a good companion to return to the hometown" was used to awaken the collective memories and emotions of the post-80s and post-90s about youth and nostalgia. Different from the above two ways, another way of brand fashioning agricultural products is in the full study of consumer psychology after the "opposite way". Produce experience in almost all of the traditional handmade food has been put on the industrialized assembly line to be replicated today, coupled with the news media frequently outbreaks of food safety issues, as the absolute protagonist of the dinner table, the consumer for the safety of agricultural products, health requirements are by no means discounted. At present, many agricultural brands, such as Huiyuan and Yili, allow the public to visit and experience the place of origin. Their approach is generally to take full advantage of the recent urban consumers for the "original ecological" pursuit of the "origin direct supply" concept to the extreme, and the origin of agricultural products to cooperate with the government, the most "fresh" agricultural products directly to the "fresh" agricultural products. The concept of "direct supply from origin" has been taken to the extreme. Both get the most authoritative endorsement of the quality of the product, but also from the brand, promotion, channels and other aspects of a one-time solution to the problem of farmers who are difficult to sell. Chu orange publicity copy is quite literary: "Chinese people appreciate the sweetness, sweet and slightly sour, like the flavor of life". Social marketing Chu orange publicity copy is quite literary: "Chinese people appreciate the sweet, sweet slightly acidic, like the flavor of life". The achievements of Chu Orange are visible to the world! Summary: Branding can convey a certain level of quality assurance, and satisfied buyers can easily choose the product again. Brand loyalty also provides companies with predictable guarantees about demand and creates barriers to entry that make it difficult for other companies to enter this market. Loyalty can also be interpreted as a willingness to pay a higher price, which usually ranges from 20% to 50%. At present, it seems that the brand "fashion" should be agricultural products to get more consumer power and brand loyalty of the urban young people acceptance and recognition of effective means.