Provide strong support for the development of innovative agricultural brands

The report of the 20th National Congress of the Communist Party of China proposed to accelerate the construction of an agricultural power. Agricultural brands are an important symbol of a strong agricultural country. At the beginning of accelerating the construction of a strong agricultural country, agricultural brand construction still faces many problems and challenges. It is of great significance and timely to comprehensively review and systematically sort out the policy evolution, learn from the experience and practices of various places, and promote the construction of an agricultural brand promotion mechanism and support system with Chinese characteristics.

At the China Agricultural Brand Innovation and Development Conference, the "China Agricultural Brand Policy Research Report (2023)" jointly prepared by the Department of Market and Information Technology of the Ministry of Agriculture and Rural Affairs and China Agricultural University was released. The Director of the Market and Information Technology Department of the Ministry of Agriculture and Rural Affairs said that the report comprehensively elaborates on the evolution, basic framework and policy measures of agricultural brand policies since the reform and opening up, especially in the new era, and analyzes the background, focus and policy measures of the introduction of agricultural brand policies at different stages of development. The implementation status provides reference for government departments at all levels to continuously optimize and innovate agricultural brand policies.

Agricultural brand-related policies keep pace with the times, leading agricultural brand construction to achieve new progress and new results

Policies are a booster of development. The director said that based on the domestic and foreign economic development status, macro-environmental changes, agricultural product supply and demand situation, agricultural brand policy evolution and landmark events in each period, the report divides the evolution of my country's agricultural brand policy into three stages.

The first is the exploration stage from 1978 to 1997. Since the reform and opening up, the focus of our country's work has shifted to economic construction. The Party Central Committee issued the No. 1 Central Document for five consecutive years from 1982 to 1986 to make specific arrangements for rural reform and agricultural development, established the basic rural operating system, and liberalized rural industry and commerce. , which has greatly improved the level of agricultural productivity and laid the foundation for the proposal and development of agricultural brand policies. During the same period, the Trademark Law, an important foundation for brand building, was implemented in 1983. In 1984, my country joined the Paris Convention for the Protection of Industrial Property and began to explore the protection of geographical indications. The former Ministry of Agriculture successively established the High-Quality Agricultural Products Development Service Center and the China Green Food Development Center. In 1994, it established the Market and Economic Information Department to explore and introduce a series of policies and measures to promote the quality improvement of agricultural products and brand promotion.

The second is the development stage from 1998 to 2011. During this period, major changes occurred in the supply and demand relationship of agricultural products in my country. The long-term shortage of major agricultural products ended. It was also a critical period when my country joined the World Trade Organization and gradually entered the post-transition period from the transition period. Competition in the agricultural product market became increasingly intense. The Party Central Committee and the State Council promote the implementation of brand strategy. In 2005, the No. 1 Central Document proposed "agricultural product brands" for the first time, emphasizing "the integration of characteristic agricultural product brands and support in making famous brand products bigger and stronger." The former Ministry of Agriculture has successively issued the "Opinions on Further Promoting Agricultural Branding Work" and "Notice on Promoting Agricultural Branding Work". The introduction of relevant policy documents has effectively promoted the development of agricultural brands.

The third is the improvement stage from 2012 to the present. Since the 18th National Congress of the Communist Party of China, the General Secretary has attached great importance to brand building. In 2013, he pointed out that "we must vigorously cultivate food brands so that brands can ensure people's confidence in product quality." In 2014, during an inspection in Henan, he proposed "three changes", starting from development. The strategy and overall situation profoundly illustrate the importance of brand building. In 2016, the General Office of the State Council issued the "Opinions on Playing the Leading Role of Brands to Promote the Upgrading of Supply and Demand Structure", and the establishment of China Brand Day in 2017 marked the rise of my country's brand building to a national strategy. During this period, the Ministry of Agriculture and Rural Affairs issued a series of policy documents and measures intensively, established a brand promotion year, promoted the construction of a catalog system, accelerated brand assistance, and successively issued guidance on branding to strengthen agriculture, quality cultivation plans, etc., and brand building ran through key agricultural and rural areas. With key planning in the field, brand promotion and marketing at the national and all levels have been carried out in an all-round way, and agricultural brand development has entered a new stage of comprehensive innovation and improvement.

Analyze the characteristics of local agricultural brand policies, summarize and refine key national agricultural brand policy measures

Know yourself and the enemy, and you will never be defeated.

The director said that the report comprehensively analyzes domestic and foreign agricultural brand policies and provides reference for promoting the innovative development of my country's agricultural brands.

From a domestic perspective, provincial agricultural brand policy documents have clear guidance and clear goals, and propose specific promotion strategies and work measures for key aspects of brand building. County and city-level policy documents mainly include comprehensive and single-category categories. The single-category support policy is more targeted and operational, and the implementation effect is more pragmatic and effective.

From a global perspective, developed countries and regions such as the United States, Japan, and the European Union have adopted agricultural brand building as a national strategy to enhance their agricultural competitiveness and participate in global agricultural competition, forming a systematic promotion of agricultural brand building. The policy measures focus mainly on brand foundation, market development, marketing promotion, cultural communication, etc., which have positive reference significance for the innovation and development of my country's agricultural brands.

The report is authoritative, systematic, objective and has an international perspective

The director said that the report has four main characteristics:

It is authoritative. The report is the first agricultural brand policy research report released by the Ministry of Agriculture and Rural Affairs, which comprehensively reflects the development and implementation results of my country's agricultural brand policy.

Systematic. The report systematically sorts out more than 1,100 agricultural brand policy documents, from the central to local governments, from the agricultural system to development and reform, commerce and other departments, from macro policies to specific support measures, systematically showing the historical evolution of my country's agricultural brand policy, and has a strong data value and historical value.

Objectivity. The report provides a panoramic description of the characteristics of policies issued by government departments at all levels, selects representative and typical policy measures, and objectively analyzes the advantages and disadvantages of the policies.

International perspective. The report is based on an international perspective, provides an in-depth analysis of the experience in building a world agricultural power, focuses on in-depth analysis of possible reference points, and strives to provide reference for promoting the innovative development of my country's agricultural brands.