On the 19th, the 2016 China Apple Brand Conference was held in Yantai.In the new agricultural product market environment, how to play the role of brand leadership and demonstration has become the focus of agricultural supply-side structural reform. This meeting attracted more than 400 people from the governments of apple-producing regions across the country, large-scale fruit wholesale markets, supermarket chains, fruit companies, fresh e-commerce platforms, fruit distributors, etc. To the meeting.
Youguo's excellent price boosts the pace of brand building
Tang Ke, director of the Department of Market and Economic Information of the Ministry of Agriculture, introduced that the national apple market has shown a sustained momentum of development. In 2015, the national apple area was 34.92 million mu and the output reached 42.41 million tons.
My country vigorously implements the regional planning and layout of high-quality agricultural products, focusing on supporting the construction of the apple high-quality industrial belt, with Shandong and Shaanxi as the core of the Bohai Bay and the Loess Plateau as the core of the two main apple production areas, the variety is optimized, the quality and safety of agricultural products have been greatly improved, and the market competitiveness is increasing day by day. It has become an important pillar industry for farmers to increase their incomes in rural economic development.
At the same time, China's Apple industry is facing the problem of structural contradictions.With the increase of acreage and production, sales problems are becoming more and more prominent.In the first quarter of 2015, affected by the decline in acquisition prices and the weakness of the market in the early stage, after the new fruit began to be sold, the average wholesale price across the country fell by nearly 20% year-on-year. The peak season was not prosperous and the price performance was sluggish.
In the first half of 2016, some production areas were still facing huge sales pressure.It is worth noting that in the case of overall sales are not optimistic, the price performance of brand high-end fruits is still strong, with high quality and excellent prices, under the dual support of distribution channels and market demand.
More than 300 public brands in Shandong region
As a strategic task, Shandong strives to build the overall brand image of Shandong agricultural products, and the combination of brand agricultural product catalogs and online and offline marketing channels will gradually be established.
“The holding of this event in Yantai is of positive significance to promote Yantai and demonstrate the province's agricultural product brand building.I hope Yantai will continue to polish the business card of Yantai Apple and build Yantai Apple into a world-class agricultural product brand."Wang Jinbao said in his speech.
Brand enables agriculture to win by quality
Zhang Yuxiang, a former member of the Party group of the Ministry of Agriculture and President of the Agricultural Product Market Association, pointed out that at present, strengthening agricultural supply-side structural reforms, optimizing the layout structure and resource allocation, and improving agricultural quality, efficiency and competitiveness are the major tasks of agriculture and rural work in the current period. Brand is an important gripper to lead agricultural supply-side reform.
Zhang Yuxiang introduced that in recent years, our country has continuously accelerated the pace of brand building, gradually moving from the original low-end route of winning by quantity to the high-end route of high quality, high value-added, and high profitability, and has created a number of characteristic brands, especially through vigorously cultivating regional brands, agricultural product brands, and corporate brands to drive industrial upgrading and promote ecological sustainability.
“A high-quality brand can promote the development of one party. The brand reflects the competitiveness of the market. Brand building such as Yantai apple, Gannan navel orange, Luochuan apple, Enshi potato, etc. have effectively promoted the improvement of the supply structure and promoted the local economic development."Zhang Yuxiang said in his speech.