On the whole, China's grain brand construction 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 integration, and it takes great courage to cultivate big grain merchants. China should support the development of modern grain processing enterprises from a strategic perspective, guide enterprises to strengthen internal integration, strengthen alliances with foreign countries, promote industrial restructuring, and cultivate a number of large grain merchants with international competitiveness.
On the excellent basis of continuous grain harvest in China, how to solve the contradiction between the increase of grain quantity, the improvement of quality and safety level and the upgrading of consumer demand? Promoting the construction of grain brand has found a feasible way for us.
The emergence of regional grain brands
Through government guidance, enterprise main body, market operation, policy support and financial support, brand cultivation and integration have been promoted, 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 and Wuchang rice in Heilongjiang, corn in Gongzhuling city of Jilin, Panjin rice in Liaoning, Jingzhou rice in Hubei and high-quality wheat in Hebei, which have become important resources for regional economic development.
In Dongfu Rice Industry Co., Ltd., Huangdi Village, 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 completely closed. Dongfu Rice Industry Co., Ltd. is a national key leading enterprise in agricultural industrialization, focusing on rice planting and rice processing. The "wasteland" it produces is a well-known brand rice in Jilin Province. Liu Yanfeng, general manager of the company, told Economic Daily that his company has 4,500 hectares of green rice planting base and 600 hectares of organic rice planting base. In order to ensure the quality of rice, the company guarantees 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 brand road 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 rice brands in the region. 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 on Taobao. It is understood that at present, Jilin Province is stepping up the formulation of rice brand building plans, and through the identification of geographical trademarks, the reputation of Jilin rice will be improved.
Similarly, Hubei Province, an old major grain producing area, 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 promotes regional economic development and 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 the quality of grain, and minimize the risk of quality and safety from every link of grain production, storage, processing and sales.
The establishment of "Great Northern Wilderness" brand benefits from the strict quality control of Great Northern Wilderness Group. The reporter visited the Great Northern Wilderness Grain Base, processing enterprises, scientific research institutions and direct selling products stores. They strictly control the quality of every link in the long industrial chain from the field to the 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 of rice, strict quality inspection must be carried out to ensure that the warehousing products 100% are qualified. The person in charge of Yingchun Rice Making Company of Beidahuang Group said that from planting to processing, there are more than 100 inspection items, more than 60 items more than the national standard. In the sales process, the company set up a market supervision department to conduct regular and irregular unannounced visits to the market.
The key to establishing a grain brand is to ensure the quality of grain, and minimize the risk of quality and safety from every link of grain production, storage, processing and sales.
In order to control grain quality, many enterprises choose to extend the industrial chain upstream and establish grain source bases. At present, Hubei Fuwa Group has built more than 654.38 million mu of organic rice production base, and the planting area of ecological rice will be expanded to 654.38 million 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, 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 should assume the main responsibility of quality and safety and firmly hold the bottom line of grain quality and safety.
China urgently needs to cultivate big grain merchants.
To promote the construction of grain brands, we should strengthen the overall planning of grain brands, rely on advantageous industries, take advantageous products as the core, and build grain brands with China characteristics.
As a big country in grain production and consumption, China's grain brands have little influence in the world, and there is a big gap between them and internationally renowned brands.
The main reason for this situation is that China's grain brand construction 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 food brand marketing system, too many channels, too many channel subjects and low degree of channel organization.
Therefore, to promote grain brand building, we should give full play to the role of enterprises as market players and the role of government supervision and guidance, and form a joint force of brand building. For example, the integration of food brands, the current domestic food brands are "complex", but the internal competitiveness is not strong and the external influence is small. The brand market share of grain enterprises is relatively low, which is neither large nor conducive to publicity and promotion. In this regard, the relevant departments should strengthen the overall planning of grain brands, relying on advantageous industries and taking advantageous products as the core to 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, display direct sales, logistics 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 integration, and the four major grain merchants in the world control 80% of the world's 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 perspective, guide enterprises to strengthen internal integration, strengthen alliances outside, and promote industrial restructuring; Support qualified grain enterprises to "go global" and cultivate a number of large domestic grain merchants with international competitiveness.