In recent years, relevant departments in Jiangxi have begun to promote the creation of the 'Poyang Lake' aquatic product brand and guide companies to form groups to enter the market. The reporter learned that due to insufficient investment, insufficient corporate alliances and other reasons, the current brand creation work still has a long way to go. Rich in resources, aquatic products bloom inside the walls and are fragrant outside the walls. There are problems and challenges in the development of Jiangxi's fishery. There is a weak sense of innovation, unclear features, small and miscellaneous brands, low market recognition, low overall benefits, etc., all of which need to be solved urgently. ’ At the ‘Poyang Lake’ aquatic product brand creation symposium at the end of August, relevant people from the Provincial Fisheries Bureau spoke frankly. Information provided by the fishery department shows that there are more than 150 kinds of fish in Poyang Lake, accounting for 19.2% of the country's total. Among them, there are not only commercial fish such as carp, herring, and grass carp, but also valuable and rare fish such as whitebait and Chinese sturgeon. Other aquatic animal resources such as shrimp, crab, shellfish, and snail are also very abundant. However, the world-famous geographical name "Poyang Lake" was registered as a trademark by a Jiangsu company in 1998, which became an obstacle to the brand development of Jiangxi aquatic products. In 2004, Jiangxi launched the "Poyang Lake" trademark return plan. It was not until 2009 that the "Poyang Lake" trademark for 29 categories of processed products and 30 categories of rough-processed products "came home"; in 2011, the "Poyang Lake" trademark for 31 categories of fresh products Lake' trademark returns to Jiangxi. What’s embarrassing is that after the ‘Poyang Lake’ brand was ‘returned to its original owner’, the incomes of fishermen and farmers in the lake area did not improve significantly. Some aquatic products were purchased and shipped out of the province, and were branded with other people's brands. The prices doubled, and local fishermen's pockets were not filled. ‘Although the freshwater shrimps from Poyang Lake are of good quality, they are not well-known. After being bought by outsiders, they are branded as other brands and the price triples. ’ A fisherman from Hukou County said that although the county’s crabs have won the first prize nationally, the market price is not one-third that of Yangcheng Lake. After being shipped to Jiangsu, their value immediately increased. The bighead carp abundant in Poyang Lake is a good raw material for famous dishes such as chopped pepper fish head, and its quality is not inferior to that of the bighead carp produced in Qiandao Lake. ‘Sixty percent of Qiandao Lake brand bighead carps are purchased from Poyang Lake. Our sales price is only 12 yuan per kilogram. After being purchased by a Zhejiang merchant, he resold it for 32 yuan. ’ The owner of an aquaculture farmer in Poyang County put it bluntly: Those who raise fish make a small amount of money, while those who sell fish make a lot of money. Zou Shengyuan, secretary-general of the Provincial Fisheries Association, said that Jiangxi has been clamoring to create a "Poyang Lake" aquatic product brand for many years, but it was only started after 2011, when the government provided 3 million yuan for this work. The Provincial Department of Agriculture held a promotion meeting for Poyang Lake ecological agricultural products in Shanghai to organize and promote Jiangxi's ecological aquatic products to implement the 'eastward and southward' strategy, focusing on the expansion of freshwater products in economically developed cities in the eastern and southern coastal areas such as Shanghai, Zhejiang, Hong Kong, Guangzhou, and Shenzhen. Consumer market, cultivate and create the 'Poyang Lake' brand. 'After several years of operation, Poyang Lake's brand is still small and miscellaneous, with low market recognition. The reason is actually a matter of system, mechanism and investment. ’ According to reports, Jiangxi established the Provincial Fisheries Association in 2005. The association is a non-profit organization with no capital investment and little government investment. According to reports, many companies are actually very interested in cultivating and creating 'Poyang Lake' as a public brand. However, many companies are hesitant because they are worried that the investment will be too large and the distribution of future benefits will not be guaranteed. . ‘The key reason why a well-known brand has not been formed is that the marketing channels and marketing capabilities are insufficient, and the core value of the brand is not conveyed to consumers. ’ said Zou Shengyuan. Regarding the creation of Jiangxi aquatic products brand, the unique one is undoubtedly the ‘Junshan Lake’ hairy crabs. According to relevant sources from the Provincial Fisheries Bureau, artificial breeding of river crabs in Junshan Lake began in 1981. In the past 30 years, Junshan Lake Qingshui Hairy Crab has developed from an unknown small regional brand to a nationally and internationally renowned brand. Before 2010, due to the lack of a unified brand, disordered competition among farmers, shoddy quality, low output and lack of publicity, the reputation of Junshan Lake hairy crabs could not be compared with that of Yangcheng Lake hairy crabs.

Zhao Chengzhen, general manager of the Junshan Lake Fish and Crab Development Company in Jinxian County, said that due to lack of brand awareness at first, all the hairy crabs produced in Junshan Lake were bought by merchants in Yangcheng Lake, who profited from their brand benefits, making Junshan Lake a Crab breeding base in Yangcheng Lake. ‘Since 2000, we have consciously built our own brand and successfully registered it in 2002. Zhao Chengzhen said that the company has joined forces with 15 leading breeding companies at or above the county level to enter the market. Now, Junshan Lake hairy crabs have gained great popularity across the country. The expected output this year is 2 million kilograms. Currently, there are only three or three female crabs. The price reaches 300 yuan per kilogram, and some products are even slightly higher than the price of Yangcheng Lake hairy crabs. Cultivate the brand and form a joint force to enter the market together. Jiangxi Qingshu Ecological Aquaculture Company currently has an ecological breeding area of ??hairy crab ponds of more than 3,000 acres, with an output of 282 kilograms per mu. It is one of the largest ecological breeding enterprises of hairy crab ponds in Jiangxi. In 2014, the company obtained the "Poyang Lake" registered trademark authorization. At present, the company's more than 40 "Poyang Lake Hairy Crab" brand stores in Nanchang, Qingcheng, Xiushui, Yongxiu and other places have begun operations. In fact, making the ‘Poyang Lake’ aquatic product brand bigger and stronger has always been a key task of the Provincial Fisheries Bureau. In 2013, more than 340 Jiangxi aquatic products and processed aquatic products passed pollution-free, green, and organic food certification, making it one of the provinces with the most certified aquatic products in the country. According to reports, in 2011, Jiangxi had 49 registered trademarks for aquatic products approved by the State Administration for Industry and Commerce. A number of branded aquatic products represented by the 'Poyang Lake' brand were sold at home and abroad, including 'Ganman' brand grilled eels, 'Junman' brand Shanhu' brand hairy crabs, 'Luhua' brand Pengze crucian carp, 'Tiansheng' brand loach and a large number of Chinese products and provincial products. 'It is necessary to unite weak enterprises to form an intensive and professional development pattern in the province, guide leading enterprises to form enterprise alliances or fishery associations, and cooperatives, and guide members to develop together to form synergy and achieve common goals. Enter the market. ’ According to relevant sources, the current situation is that some breeding and processing companies would rather work alone than form a group. Industry insiders believe that Jiangxi aquatic products can learn from overseas experience and allow companies to apply for the use of the 'Poyang Lake' trademark on a voluntary basis. Different companies and varieties can add their own trademarks under the unified trademark of the 'Poyang Lake' brand, and adopt The mother-child trademark form operates. Some experts suggest that while increasing investment, counties and districts along the lake can develop special aquatic products according to their own conditions and characteristics, such as green shrimp in Duchang, Pengze crucian carp in Pengze, mandarin fish in Yongxiu and Hukou, and Wu Ning's stick fish, Zhelin and Dongjin's whitebait, De'an turtle, etc., if the products of each county are branded as 'Poyang Lake', everyone names a brand, and jointly establishes a brand, it is expected to improve the aquatic products of Poyang Lake market competitiveness.