On July 26, 2020, the Local column of China Agricultural Film cooperated with Tencent News to enter Yanqing green vegetable Base of "Guishui Farming" and carried out the live broadcast of "Yanqing Select Vegetables Direct Delivery Action". "Live Broadcast Room" not only invited district leaders to personally promote local features and green organic agricultural products to consumers, but also selected the green organic vegetable blind box at 9.9 yuan per second price for consumers directly to home, benefiting the people but also helping more farmers.
Yanqing District has green mountains, clear water, wetlands, forests, gardens and other ecological resource elements. It is an important ecological conservation area in the overall regional planning of Beijing, but also a large agricultural area in the suburbs of Beijing near mountains and rivers.
"Lucid waters and lush mountains are gold hills and silver mountains". With the support of advantageous geological resources, how to let Yanqing's high-quality agricultural products break out a new way? More importantly, how can Yanqing's green organic vegetables be directly supplied to Beijing citizens' homes and become the first choice of healthy meals for young people and young families? GUI Shui Farming, as a public brand of high quality agricultural products in Yanqing, is developing new marketing ideas.
In 2020, "Guishui Farming" began to layout we-media, online mall, community, live broadcast and other online forms, and set up a variety of digital communication channels between the industrial end and the user end. It is creating more market possibilities for this new regional public brand and saving greater brand potential energy.
Nature integrates into life, making Yanqing an ecological agriculture experience base that young people yearn for
Cognition is the first step to motivate users to buy, and experience is a very important means to deepen cognition.
As the ecological "highland" of the capital economic circle, Yanqing has mountains, water, wetlands, gardens and other ecological resources. The good environment created by ecological landscape and earth garden has brought opportunities and popularity for the development of characteristic agriculture in Yanqing. The sustainable development of facility agriculture, understory economy, tourism and leisure and seed agriculture has made Yanqing a veritable ecological agriculture region.
In recent years, Yanqing District has been accelerating the pace of development from green agriculture to leisure agriculture under the guidance of the concept of ecological civilization and around the guidelines of integrated development of three industries. On the one hand, the Expo and the garden outside the garden as the starting point, concentrated efforts to create a number of fine leisure orchard, leisure farms, leisure ranch and leisure fishing grounds. On the other hand, relying on the natural scenery and cultural charm, it has actively introduced social capital, revitalized rural resources, built an operation platform, and built and upgraded livable and exquisite homestay clusters in Liubinbao Township, Xiangying Township, Zhangshanying Township, Badaling Township, Yongning Township and other rural and mountainous areas. "The Great Wall of Time", "Hawthorn yard", "Big hidden in the city", "One tree" and other homestay become the net red card.
Not only such, yanqing also has "three zones" of industrial cluster: delay huai river valley high quality grape industry area, GuiChuan gardening landscape belt, the Great Wall culture leisure agriculture. The Guishui Farming plan started from August, combined with Beijing consumption Season, and launched various base open days one after another. It not only allowed consumers to experience the unique "fruit taste" and "vegetable taste" of clean water, pure land and air in Yanqing, but also provided a variety of agricultural travel experience scenes for people to travel on weekends and parent-child outing.
In this live broadcast, "GUI Agriculture" specially prepared "base picking card" for free, so that consumers living in the city can return to nature and experience ecology.
Redefinition of Nongchong, "GUI Water farming" with digital marketing to show brand advantage
Brand change agriculture, good product is the origin of agricultural brand operation, also need more fulcrum.
The biggest problem of agricultural products management and planting is poor supply and demand docking, which leads to poor sales, low profits and other farmers' pain points. In order to adjust the structure of the supply side, promote the efficiency of agriculture and increase farmers' income better, Yanqing regional public brand "GUI Shui Farming" carried out a series of related work, such as acquisition, publicity and promotion, marketing, distribution system, base construction, etc. On the basis of strictly controlling product quality, highlight brand advantages and enhance brand premium.
GUI Shui Farming takes "green and organic" as the entry standard for products. It also makes strict controls on access qualification, standardized production, quality testing and other links to ensure no pollution in the planting environment and the planting process, and delivers the fruit and vegetable to consumers at the optimum maturity stage.
At the GUI end, "Agriculture with GUI Shui" integrates gardening landscape and the Great Wall into the brand vision, highlighting the brand's green and healthy value sense and primitive and simple cultural sense, and has a strong recognition among many agricultural products.
At the distribution terminal, "GUI Shui Farming" actively develops online channels, especially during the epidemic period, actively does a good job in some communities of Beijing point-to-point supply, and protects the basket of vegetables for people in the capital.
At the publicity end, relying on the current new media form, "Guishui Farming" has set up a number of communication channels, using we-media content marketing, live streaming, social seckill, online stores and other ways to communicate with users deeply and realize instant transformation.
All the above links are to make the brand closer to consumers and convey the charm behind the brand. In the live broadcast of the "Yanqing Preferred Vegetables Direct Delivery Action" on July 26, consumers can not only buy the preferred vegetables of Yanqing base, but also buy the Great Wall Cultural innovation and other Yanqing specialty products.
At present, "GUI Shui farming" has formed a certain market scale and brand influence in Beijing, but facing the vast fresh agricultural products market, "GUI Shui farming" has been actively embracing Internet technology and exploring new marketing methods to empower the brand. As a public brand in Yanqing region, GUI Agriculture's brand operation logic is not complicated. At present, brand has become a constraint for the development of ecological industry, the key restricting high-quality agricultural products to the market should achieve multi-win: consumers to eat good products, farmers' income increase, agriculture quality improvement, regional ecological industry acceleration integration.
It is the responsibility of "GUI water farming" and also the responsibility!
