How to build a famous aquatic product brand-Fuyang, Zhejiang

There are few aquatic products brands. Fuyang City is located in the middle and west of Zhejiang Province, in the upper reaches of Qiantang River and beside Fuchun River, 30 kilometers away from Hangzhou. Good water quality, rich fishery resources and active aquatic products market. In recent years, Fuyang city has gradually formed some advantageous and characteristic industrial belts, such as famous and excellent new aquatic products, such as shrimp and bream, high-quality gray chain culture, and three-dimensional culture of freshwater pearls. The main cultured species are blue shrimp, bream, Pelteobagrus fulvidraco, freshwater pearl, river crab, silver carp, crucian carp, soft-shelled turtle and other local characteristics. In 2008, the aquaculture area of the city reached 37,500 mu, and the proliferation area of Fuchunjiang River was 72,000 mu. The standard ecological fish pond reconstruction 1 1.400 mu, the total fishery output is 9 1.37t, and the total fishery output is 2 1.5 million yuan. Fishery has become one of the dominant agricultural industries in Fuyang, which has laid a solid foundation for the brand building of Fuyang fishery. By the end of 2008, there were 8 aquaculture enterprises and professional cooperatives 18, with 8 registered trademarks, including "Gushan brand, Fishing brand, Wufengsha brand, Yanling brand, Qingshan brand, Yangpohu brand, Luzhu brand and Fumeng brand". Twenty-four pollution-free aquatic products were certified, and four pollution-free bases 14 were identified, covering an area of 453hm2；; Cultivate and establish five urban agricultural demonstration bases in Hangzhou and two standardized demonstration bases in Zhejiang Province, with an area of 7,560 mu and an output of 2,872 t respectively. Production enterprises and cooperatives represented by "Yangpo Lake" green shrimp, "Green Bamboo" brand turtle, "Rock Ridge" bighead carp and "Fumeng" animal health medicine have achieved good economic and social benefits. Among them, "Yangpo Lake" shrimp won the Zhejiang Agricultural Products Expo Award, and Hangzhou Fuyang Animal Health Pharmaceutical Factory with "Fumeng" as the registered trademark won the leading agricultural enterprise and scientific and technological enterprise in Hangzhou. Registered trademark ≠ Brand building Although Fuyang has made some achievements in brand building, there is still a certain gap in understanding because of the late start and poor foundation of aquatic product brand building. Aquatic products brands are still in a low, small and scattered situation, short-term behavior is more common, and the overall market competitiveness is not strong. Specific performance in the following aspects: many farmers are not aware of the creation of aquatic products brands. Influenced by the traditional concept of agricultural production and management for many years, the core of many farmers' production and management is still products, not brands. Most consumers are old-fashioned, usually only distinguish from the appearance, and their understanding of aquatic products only stays on issues such as freshness and safety, and there is no high brand demand. They often only regard the brand as a trademark, equate the trademark with the brand, and their brand awareness is vague. They even think that a product has a brand as long as it has a trademark, and the concept of brand building can't keep up with the development of the situation. At present, although many aquatic products trademarks have been registered, there are few well-known brands inside and outside the province. In addition, brand building needs to invest a certain amount of energy and expenses, and brand benefits are difficult to show in the short term, so the enthusiasm for creating brands is not high, which also restricts the emergence of brand-name products. In recent years, Fuyang city has introduced many famous and excellent new aquatic products, but the dominant breeding varieties are four major fish, crucian carp, bream, prawn, pearl and other conventional varieties. These aquatic products are almost the same in the selection of breeding varieties, quality, specifications and feeding methods, and lack of comparative advantages. Some registered trademarks of aquatic products have no obvious characteristics, empty brands, lack of market positioning and unique cultural connotation of brands, low consumer recognition, no market competitiveness and price advantage. At present, the aquaculture in Fuyang is mainly based on private contracting, family management and closed aquaculture, and the production scale is too small, each with its own array. The relationship between farmers is loose, the decentralized management model is large-scale and the industrialization level is low, so it is difficult to form scale effect. Due to the decentralized management among farmers, it is difficult to form a joint force, and it is difficult to coordinate the enjoyment and integration of brands. Compared with industrial products and food, the government has less publicity and support policies for aquatic products brands. The creation of a brand should be constantly promoted through various ways and channels. However, at present, there are few or no projects in Fuyang to support the brand building of aquatic products. At the same time, there are few aquatic product brand promotion activities, little attention paid to their own promotion and news media, and few brand selection and famous trademark recommendation activities. Therefore, the brand awareness and market recognition of aquatic products in our city are not high, and it is difficult to create brand-name products and brand enterprises. Developing green brands and improving the competitiveness of aquatic products. Developing pollution-free aquatic products, green food and organic products is an important content of fishery branding. In the future, we should continue to speed up the "three products" certification to lay a good foundation for building brand fisheries. Actively cultivate the main body of brand management, strengthen the construction of aquatic products brand base, and take the road of scale and industrialization. Actively support and cultivate leading aquatic products enterprises with strong radiation capacity, strive to cultivate demonstration aquatic products professional cooperatives, and form brand aquatic products production groups through agricultural industrialization management modes such as "cooperatives+bases+farmers" and "leading enterprises+bases+farmers" to promote the development of aquatic products brands. Expand the scale of aquatic product brand production, form the advantages of large-scale operation, comprehensively improve the degree of fishermen's organization, and create conditions for enterprises to create brands. Quality makes the brand, and characteristics create the market. We should focus on leading varieties and characteristic industries, and strive to cultivate and build brands. Aquatic products enterprises and professional cooperatives should change their concepts, enhance brand awareness, implement brand strategy, and strive to build famous brands with aquatic products characteristics. Create a unique brand image. It is necessary to actively support and reward the brand building of leading aquatic enterprises, professional cooperatives and units that have obtained famous trademarks and brand-name products, and cultivate a number of leading aquatic enterprises, professional cooperatives and aquatic brands with large scale, wide radiation and strong driving ability through measures such as policy inclination, project financial support and material and spiritual rewards. In addition, we should actively carry out brand promotion activities. The government should actively create conditions for production enterprises and professional cooperatives, build platforms, organize aquatic product brand promotion activities, and publicize featured brand aquatic products.