Opinions of the Ministry of Agriculture and Rural Affairs on Accelerating the Promotion of Brand Strengthening Agriculture
Departments (bureaus, commissions and offices) of agriculture (agriculture and animal husbandry, rural economy), agricultural machinery, animal husbandry, veterinary, agricultural reclamation, agricultural product processing and fishery (water conservancy) in all provinces, autonomous regions, municipalities directly under the Central Government and cities under separate state planning, and Agriculture Bureau of Xinjiang Production and Construction Corps:
The report of the 19th National Congress of the Communist Party of China put forward the strategy of rural revitalization. In 2018, the No.1 Document of the Central Committee put forward the road of promoting agriculture by quality, highlighting the greening, quality, characteristics and branding of agriculture, and comprehensively promoting the high-quality development of agriculture. Brand building runs through the whole agricultural industry chain, which is an important support and lasting power to promote agricultural transformation and upgrading, improve quality and efficiency. In order to implement the spirit of the central government and further promote the brand to strengthen agriculture,We hereby put forward the following opinions.
One,Fully understand the strategy of accelerating brand strengthening agriculture in the new periodImportant significance
(A) brand strong agriculture is an urgent requirement for high-quality economic development.Brand is the product of market economy and an important symbol of agricultural marketization and modernization. At present, China’s economic development has entered a new stage of intensive growth of quality and efficiency, and it is in the key period of transforming the growth momentum. Accelerating the promotion of brand strengthening agriculture is conducive to promoting the more rational allocation of production factors, giving birth to new formats, developing new models, expanding new fields, creating new demands, promoting the prosperity of rural industries and accelerating the pace of agricultural transformation and upgrading.
(B) Brand strong agriculture is to promote agricultural supply.sideThe realistic path of structural reform.Agricultural branding is a process of improving agricultural supply structure and improving supply quality and efficiency. Accelerating the promotion of brand to strengthen agriculture is conducive to giving full play to the guiding role of market demand, reducing low-end ineffective supply, increasing green and high-quality products, improving the agricultural ecological service function, better meeting the people’s growing needs for a better life, and achieving a new balance between agricultural supply and demand at a higher level.
(3)Brand strengthening agriculture is an inevitable choice to enhance agricultural competitiveness.Brand is a country’s business card, and national brand represents the country’s economic strength, soft power and core competitiveness of enterprises. At present, there are many agricultural brands in China, butmixedInstead of bright. Accelerating the promotion of brand strengthening agriculture is conducive to improving the quality of China’s agricultural industry, promoting Chinese farming culture, establishing a good international image of China’s agricultural products, improving the level of foreign cooperation and opening up, and enhancing the market appeal and influence of China’s agriculture in global competition.
(D) Brand strengthening agriculture is a powerful measure to increase farmers’ income.Brand is the concentrated expression of reputation and credit, and it is a powerful guarantee for product market recognition. Accelerating the promotion of brand to strengthen agriculture is conducive to giving play to the brand effect, further excavating and enhancing the value of high-quality agricultural products resources in the vast rural areas, promoting the effective docking of thousands of small farmers in the ever-changing market and strengthening farmers.developingMarket, the ability to gain profits, share more brand premium income.
Second, the overall requirements
(A) the guiding ideology
Fully implement the spirit of the 19th National Congress of the Communist Party of China, thoroughly implement Socialism with Chinese characteristics Thought of the Supreme Leader in the new era, and practice the new development concept.according toRural revitalization strategyDeployment requirements ofTo promote the structural reform of the agricultural supply side as the main line,Improve quality and increase efficiencyAs the goal, based on resource endowment, adhere to market orientation,Improve product quality,Pay attention to the support of science and technology, cultivate cultural heritage and improve the system.Focus on shaping brand characteristics and enhancing brand competitiveness.Accelerate the construction of modern agricultural brandssystem, cultivatecome outa batch“China is the first and famous in the world."Agricultural brand, promote agricultural efficiency, increase farmers’ income and rural prosperity, and promote China’s transformation from a big agricultural country to a brand power.
(2) Basic principles
——Adhere to the combination of quality and benefit.Strictly control the quality and safety of agricultural products, and adhere to quality first and efficiency.Priority.Quality is brand.prerequisiteAnd foundation, isresistThe cornerstone of market risk is to focus on improving product quality with the spirit of artisans.passScale to improve comprehensive benefits and promote brand building.Fast and good development.
——Adhere to the combination of characteristics and standards.Based on resource endowment and industrial base, give full play to the role of standardization in basic guarantee, technology guidance and reputation guarantee.Highlight the differentiated advantages of regional agricultural products, shape the uniqueness of brands with characteristics, and ensure the stability of brands with standards..
——Adhere to the combination of inheritance and innovation.The construction of agricultural brand should be innovated in inheritance and inherited in innovation, which should not only protect and carry forward Chinese farming culture and continue the historical context of the brand, but alsoFocus on enhancing the ability of independent innovation,Fully combined with modern elements,Improve the scientific and technological content of products,strengthenbrandinternationalCompetitiveness.
——Adhere to the marketdominantWith the governmentpromoteCombine.Give full play to the role of the government and the market in brand cultivation and strengthen the government service consciousness.Strengthen policy guidance, public services and regulatory protection., forBrand developmentconstructGood environment.Strengthen the dominant position of enterprises, promote entrepreneurship, and stimulate brand creativity and development momentum.
(3) Development goals
Strive for 3-5 years, China’s agricultural branding level will be significantly improved, the market share of brand products, consumer trust and premium capacity will be significantly improved, the supply capacity of high-end products will be significantly improved, and brands will drive industrial development.And benefit improvement.The effect is obviously enhanced. National, provincial,landmunicipal levelCounty and city levelMulti-level agricultural brand echelon with coordinated development and mutual promotionFully establishThe development pattern of modern agricultural brands with large-scale production, intensive management and diversified marketing has initially taken shape. Focus on cultivating a number of national agricultural brands with great national influence, wide range of radiation drive, strong international competitiveness and profound cultural heritage, and build 300 national agricultural products regional public brands, 500 national agricultural enterprise brands and 1,000 agricultural products brands.
III. Main tasks
(A) build a strong brand developmentbasis
Developing quality as a brandThe first essence,insist onmarket orientation、Consumer first,Take safety, high quality and green asContinuously improve the quality of products and servicesBasic requirements of. Coordinate the construction of facilities such as agricultural production, processing and cold chain logistics, and build a number of projects.standardStandard and Eco-cycle Farming and Breeding of Agricultural ProductsaddBase,acceleratePromote agricultural productsproduceofScale, industrialization and intensification, improveagricultureproductSupply capacity.Focus on building a modern societyagricultureGreen production system,Product safety, resource conservation and environmental friendliness will run through, and green ecology will be integrated into brand value..Vigorously promote the construction of the standard system, establish and improve the production standards, processing standards, circulation standards and quality and safety standards of agricultural products, and promote the connection between different standards to form a complete system. Strengthen the certification and management of green, organic and geographical indications, and strengthen the protection of the origin of agricultural brands. Accelerate the construction of traceability system for agricultural product quality and safety.,strengthenWhole process supervision of agricultural product quality and safety.Strengthen the cultivation of brand talents,Focusing on new business entities,buildsetmajorHigh quality、innovateStrong abilityWide international visionoftalentTeam, improve the brand management level.
(2) Constructionagriculturebrandsystem
Combined with factors such as resource endowment, industrial base and cultural inheritance, it is formulated withstrategicForward-looking branddevelopment planning. The implementation mechanism of brand strategy to cultivate differentiated competitive advantage,Build a distinctive and complementary agricultural brand system,Improve industrial quality and brand premium ability.It is an important duty of governments at all levels to build and manage regional public brands of agricultural products, and strengthen brand authorization management and property rights protection with county as the focus.,Conditional areas should beClosely combined with the construction of advantageous areas of characteristic agricultural products, a superior area will strengthen a regional public brand.Combined with the construction of grain production functional zones, important agricultural products production protection zones and modern agricultural industrial parks., positiveCultivate grain, cotton, oil, meat, eggs and milk."big and excellent"Brand of bulk agricultural products. Taking the new agricultural management as the main bodymainCarrier, creating regional characteristicsBright color"Small but beautiful"ofBrand of featured agricultural products.Agricultural enterprises should give full play to the advantages of organization and industrialization, and combine with the construction of raw material bases to strengthenindependent innovation, quality management, marketing,Create a competitive corporate brand.
(3)Improve the brand development mechanism
Establish an agricultural brand catalogue system and organize the brand catalogue.Standard setting, brandCollection, review and recommendation, evaluation and identification, cultivation and protection activities.,Publish brand authority index,Guide social consumption.catalogueImplement dynamic management,Regular review and review of brands entering the catalogueExit mechanism. Encourage and guide brand owners to speed up trademark registration, patent application and "three products and one standard" certification,Standardize brand creation standards.Combine the construction of "three districts and one park", innovate the private investment mechanism, promote the gathering of resource elements under the guidance of brands, and form a pattern of co-construction of brands and parks. Agricultural and rural departments should strengthen cooperation with development and reform, finance, commerce, customs, market supervision and other departments to form a linkage mechanism of brand creation, brand management and brand strengthening. Establish and improve the supervision mechanism of agricultural brands,Increase the punishment of deck and brand abuse. Strengthen the behavior supervision of brand intermediaries,Strictly regulate brand evaluation, evaluation, evaluation, release and other activitiesIt is forbidden to charge fees in disguised form through brand value evaluation, brand appraisal and ranking, and seriously deal with misleading consumers and disrupting market order.. Establish an emergency mechanism for crisis management, guide consumer behavior, and respond to social concerns in a timely manner.Improve the credit system of agricultural brands and build a social supervision system.Incorporate brand reputation into the national credit system.
(D) Digging brand culture connotation
Chinese farmingCulture isChinese agricultureThe essence and soul of the brand.The construction of agricultural brand should constantly enrich the brand connotation, establish brand self-confidence, and cultivate an agricultural brand culture with strong inclusiveness and China characteristics. Deeply tap the functions of agriculture such as production, life, ecology and culture,Actively promote the development of agricultural industry andAgricultural intangible cultureHeritage, folk skills, rural customs, beautiful countryside construction.depthFusion,Strengthen the protection and inheritance of old crafts, time-honored brands and old varieties,cultivatetoolhavecultureChina agricultural brand with profound knowledgeMake it a new carrier and symbol to the world. Fully tap the versatility of agriculture, so that the agricultural brand format is more diverse and more advanced. Study and combine the characteristics of the brand, tell the story of the agricultural brand well, vigorously publicize the industrious and brave character of China, the long-standing culture of China, and the China feelings of respecting and loving agriculture, precipitate the brand spirit with the story, and establish the brand image with the story.Make full use of all kinds of communicationchannel, carry out brand promotion activities,Strengthen the study of foreign audience’s consumption habits, make a simultaneous voice at home and abroad, and enhance the popularity, reputation and influence of China’s agricultural brands in the world.
(5)Enhance brand marketing ability
Guided by consumer demand, tohigh quality and high priceTo promote traditional marketing and modern marketing.mutuallymix together, innovative brand marketing methods, the implementation of precision marketing services. Comprehensively strengthen the management of the use of packaging labels for branded agricultural products, and improve the recognition and utilization rate of packaging labels. fulluseagricultureExhibition,Matchmaking meeting between production and marketing、Product launchwait forMarketing promotion platform,With the help of modern information technologies such as big data, cloud computing and mobile internet, we will broaden the brand circulation channels. Explore the establishment of various forms ofBrand agricultural productsmarketingPlatform,Encourage the construction of counters and franchise stores, and expandMarket share of branded agricultural products.Vigorously develop agriculture and rural areasE-commerce,accelerateBrand agricultural productsgo out of the villageGo up.Focus on key varieties, focus on strengthening the market potential, withexportcompetesuperiorityThe construction of agricultural brand. increaseOverseas marketing activitiesStrength, supportConditional agricultural enterprises"Go out" and encourage participation.Internationally renowned agricultural exhibitions,Enhance the influence and penetration of China’s agricultural brands.supportbuildOverseas China Agricultural Exhibition and Exhibition Center to build an international agricultural product trade cooperation platform..
Fourth,safeguardmeasure
(A) to strengthen organizational leadership
All localities should have a deep understanding of brandsQiangnongThe significance of,Take quality first and brand leading as the work orientation, and incorporateImportant agenda of leaders at all levels,Continue to exert strength for a long time.,Promote the high-quality development of agriculture.Agriculture at all levelsvillageDepartments should speed up.Build a clear responsibility and coordinationbe the sameCooperate and operate efficient working mechanism. agriculturevillageThe Ministry is responsible for the policy creation and implementation of the national agricultural brand building. Local agricultural and rural departments take the lead in building and managing local agricultural brands, and formulate and implement them.plan, the agricultural brand building into the annual work.Assessment task.
(2) Increase policy support.
Encourage local integration of agriculture-related funds and concentrate on supporting agricultural brand building.focal pointzoneandKey link.Agricultural and rural departments at all levels should integrate internal resources and arrangeSpecial funds,Take many forms.Increase the pairagricultural productSupport for regional public brands. Give play to the guiding role of financial funds and incite social capital to participate in the construction of corporate brands and characteristic agricultural products brands.guideBanks, securities and other financial institutionsParticipate in agricultural brand building and innovate investment and financing methods.,Broaden the sources of funds.
(3) Strengthen demonstration and guidance
Encourage and support all localities to strengthen publicity and promotion in various ways, and create a good atmosphere for the whole society to develop brands, consume brands and protect brands. Agricultural and rural departments at all levels should combine local conditions, select a number of agricultural brands, establish a number of market players, and summarize.A batch of typical experiences, leading the development of modern agricultural industry with brand building.. Comprehensive utilization of all kinds of media, launchBrand promotion activities with strong publicity and influence.
(four) Improve public services.
Agricultural and rural departments at all levels should enhance the service awareness of market players and improve the service level.Encourage and support industry associations and brand entities to carry out business such as standard setting, technical services, marketing, business exchange and brand training, and establish a sound brand socialization service system. Strengthen the capacity building of intermediary institutions, and upgrade the specialties of brand design, marketing, consulting, evaluation and certification.changeService level.Strengthen information reporting and policy propaganda, and strive to create a good atmosphere for the whole society to care for and support the construction of agricultural brands.
Ministry of Agriculture and Rural Affairs
2 June 2018sixsun