Overall, China's grain brand building is still very backward, grain brands have not formed a joint force, and there are few brands with international influence. The grain industry is entering the era of great circulation and great integration, and it needs great courage to cultivate large grain merchants. China should support the development of modern grain processing enterprises from a strategic height, guide enterprises to strengthen integration internally and strengthen alliance externally, promote industrial restructuring, and cultivate a group of large grain merchants with international competitiveness.
On the basis of China's continuous grain harvest, how to solve the contradiction between grain quantity growth, quality and safety improvement and consumer demand upgrading? Promoting the brand building of grain has found a practical way for us.
Emergence of regional grain brands
Brand cultivation and integration have been promoted through government guidance, enterprise main body, market operation, policy support and financial support, and a number of regional grain brands have emerged
Through years of grain branding construction, China has formed some regional grain brands, such as Beidahuang rice in Heilongjiang, Wuchang rice, Gongzhuling corn in Jilin, Panjin rice in Liaoning, Jingzhou rice in Hubei and high-quality wheat in Hebei.
In Dongfu Rice Industry Co., Ltd., a large wasteland village in Gudianzi Town, Changyi District, Jilin City, Jilin Province, the production workshop paved with floor tiles is spotless, and the two rice processing production lines are fully enclosed. Dongfu Rice Industry Co., Ltd. is a national key leading enterprise in agricultural industrialization, which mainly focuses on rice planting and rice processing. The "wasteland" it produces is well-known brand rice in Jilin Province. Liu Yanfeng, general manager of the company, told the reporter of Economic Daily that his company has 4,5 hectares of green rice planting base and 6 hectares of organic rice planting base. In order to ensure the quality of rice, the company ensures the quality of rice from the source. While many enterprises are complaining about the high minimum purchase price of rice, Dongfu Rice Company buys rice at a price far higher than the minimum purchase price. "The organic rice and green rice we produce sell well. Although the price of rice is high, the profit is still considerable because we have a brand."
taking the road of branding has become the knowledge of the grain industry. Jilin Province is an important grain producing area. In recent years, Jilin Province has promoted the construction of rice brands and integrated the rice brands in the region. The rice brands represented by "Meihe Rice", "Yanbian Rice" and "Yushu Rice" are very eye-catching in the main sales areas such as Beijing, Shanghai and Fujian. Now, with the help of "internet plus", Jilin Rice has successfully logged into Taobao. It is understood that at present, Jilin Province is stepping up the formulation of rice brand construction planning, and improving the reputation of Jilin rice through the identification of geographical trademarks.
similarly, Hubei province, a major grain producing area with old brands, is changing the situation of quality and quantity but no brand. Through government guidance, enterprise main body, market operation, policy support and financial support, brand cultivation and integration are promoted, and well-known brands such as Fuwa and Qiaomi are constantly emerging, which has promoted regional economic development and increased farmers' income. "At present, Hubei grain is moving towards branding. Our goal is to let Hubei people eat Hubei grain and let more consumers in the country eat Hubei grain." Xiong Guibin, deputy director of Hubei Grain Bureau, said.
Grain quality is the core competitiveness
The key to establishing a grain brand is to ensure good grain quality and minimize the quality and safety risks from every link of grain production, storage, processing and sales
The establishment of the brand "Beidahuang" benefited from the strict quality control of Beidahuang Group. Reporters have visited the Great Northern Wilderness Grain Base, processing enterprises, scientific research institutions and direct-sale products stores. They strictly control the quality of every link in the long industrial chain from the field to the dining table. In grain production, they provide farmers with seeds, fertilizers and pesticides by developing contract agriculture, and strictly control the use of fertilizers and pesticides. In the processing link, from the purchase and processing of raw grain to the warehousing and warehousing of rice, strict quality inspection must be carried out to ensure that the warehousing and warehousing products are 1% qualified. The person in charge of Yingchun Rice Making Company of Beidahuang Group said that the company has more than 1 inspection items from planting to processing, more than 6 items more than the national standard. In the sales link, the company set up the market supervision department to conduct regular and irregular unannounced visits in the market.
the key to establishing a grain brand is to ensure the quality of grain and minimize the quality and safety risks from every link of grain production, storage, processing and sales.
in order to control the grain quality, many enterprises have chosen to extend the industrial chain upstream and establish grain source bases. Hubei Fuwa Group has built more than 1, mu of organic rice production base, and the planting area of ecological rice will be expanded to 1, mu in the next three to five years. The construction of eco-agricultural base is the basis for Fuwa Company to ensure the quality of rice processing and maintain its core competitiveness.
in recent years, the domestic grain industry has fully implemented the "assured grain and oil" project, and the scientific and technological innovation of grain quality and safety is in the ascendant, and the national grain quality inspection and monitoring system has been fully established. The relevant person in charge of the State Grain Administration said that all grain and oil production and operation enterprises must assume the main responsibility of quality and safety and firmly hold the bottom line of grain quality and safety.
It is urgent to cultivate big grain merchants in China
To promote the construction of grain brands, it is necessary to strengthen the overall planning of grain brands, build grain brands with China characteristics based on superior industries and with superior products as the core
As a major grain producer and consumer, China's grain brands have little influence in the world, and there is a big gap with internationally renowned brands.
The main reason for this situation is that China's grain brand building is still very backward in general. For example, food brands have not formed a joint force, lack of overall planning and policy support for food brands, imperfect market supervision mechanism, counterfeit and shoddy products seriously damage well-known food brands, imperfect marketing system for food brands, too many channels, too many channel subjects, and low degree of channel organization.
therefore, to promote the brand building of grain, we should give full play to the role of enterprises as the main body of the market and the supervision and guidance of the government to form a joint force of brand building. For example, integrating grain brands, at present, domestic grain brands are "numerous and miscellaneous", but their internal competitiveness is not strong and their external influence is small. The market share of each grain enterprise brand is relatively low, which is neither large-scale nor conducive to publicity and promotion. In this regard, relevant departments should strengthen the overall planning of grain brands, relying on advantageous industries and taking advantageous products as the core, and build grain brands with China characteristics.
relying on the construction of local grain market, some major grain producing areas actively promote local grain brands, broaden the sales channels of grain products, and provide all-round services such as wholesale trading, direct sales, logistics and distribution, e-commerce and information release with advanced concepts and models, which has promoted the appreciation of grain brands.
At present, the grain industry is entering the era of great circulation and great integration, and the four major grain merchants in the world control 8% of the global grain trade volume. Domestically, although the competitiveness of large grain enterprises such as COFCO, Beijing Grain Group and Shanghai Grain and Oil is getting stronger and stronger, on the whole, China's grain processing enterprises are small in scale, scattered in layout and few influential brands. China should support the development of modern grain processing enterprises from a strategic height, guide enterprises to strengthen integration internally and strengthen alliance externally to promote industrial restructuring; Support qualified grain enterprises to "go global" and cultivate a group of internationally competitive big grain merchants in China.