Abstract: Fruit industry is an important component of agricultural supply-side reform, and is also the industry plate with the highest degree of marketization in the supply-side. Initiated by China Excellent Farmers Association, China Fruit Circulation Association, Shenzhen Hundred Orchard Company, Xinrong Payao Group and other units, the high-quality fruit industry alliance is in preparation for the common aspirations of all fruit industry people, is to gather the strength of the industry, jointly promote the overall value of the industry chain.
The fifth Brand Agricultural and commercial Development Conference was held in Beijing
From June 25 to 26, the 5th Brand Agricultural and Commercial Development Conference was held in Beijing Convention Center. The conference is co-hosted by China Quality Agricultural Products Development Service Association, China Brand Building Promotion Association and China Agricultural Products Market Association. More than 400 people attended the meeting, including representatives of agricultural organizations from all over the country, heads of relevant departments such as the Ministry of Agriculture and the General Administration of Quality Supervision, Inspection and Quarantine, representatives of relevant local governments, well-known experts and entrepreneurs in the field of agriculture and commerce. The conference focused on promoting the supply-side structural reform of agriculture, and had in-depth exchanges and discussions on topics such as cultivating new agricultural operating entities and innovating new models of the integration of agriculture and business.
Qu Dongyu, a member of the Leading Party Group and vice Minister of the Ministry of Agriculture, delivered an opening speech
Qu Dongyu, a member of the Party Leading Group and vice Minister of the Ministry of Agriculture, attended the conference and made an opening speech. He pointed out: "This year is the beginning year of China's 13th five-year plan. The current adjustment of structure and transformation of the mode is an important task of China's agricultural and rural economy. To deeply implement the brand strategy of agricultural products and strengthen the construction of agricultural brands is an important starting point to promote the supply-side structural reform of agriculture and an important means to accelerate agricultural transformation and upgrading. It is also an important measure to promote agricultural competitiveness and farmers' income, which is of great significance. The opening ceremony was presided over by Ms. Zhang Yuxiang, President of China Agricultural Products Market Association.
Chen Xiwen, deputy director of the Economic Committee of the CPPCC National Committee, delivered the keynote report
Chen Xiwen, deputy director of the Standing Committee of the CPPCC National Committee, deputy director of the Economic Committee and former deputy director and Office director of the Central Leading Group for Rural Affairs, delivered a keynote report titled "Some on the Structural Reform of the agricultural Supply Side". In the 40-minute report, Director Chen Xiwen made a detailed analysis from the current agricultural output, farmers' income, development status, agricultural import and export policies, food safety, and development trends. "On the one hand, we should see the good situation of agriculture, but on the other hand, we should also see that agriculture is facing many new situations, new problems and new contradictions," he said. In the report, Director Chen Xiwen also put forward important suggestions on the direction of brand and agricultural supply-side structural reform.
Zhu Baocheng, President of China Excellent Agriculture Association, delivered a keynote speech
Zhu Baocheng, member of the National Committee of the Chinese People's Political Consultative Conference and president of the China Association for Development and Service of Quality Agricultural Products, delivered a keynote speech entitled "Driving the development of Quality Agricultural Products through scientific and technological Innovation, Injecting new impetus into the supply-side structural reform of Agriculture". President Zhu Baocheng said that scientific and technological innovation is indispensable to the governance and restoration of agricultural ecological environment, the optimization of resource utilization and the fundamental break of the constraints of agricultural resources and environment. In this regard, President Zhu Baocheng put forward four suggestions: First, mobilize enterprises and other social scientific research forces through scientific and technological innovation, and increase the supply of green organic safety and characteristic agricultural products. Second, improve product quality and reduce production costs through scientific and technological innovation to enhance the international competitiveness of China's agriculture. China's agriculture is large but not strong, and it is abundant but not excellent. Third, transform the development mode through scientific and technological innovation and application innovation, promote the green development of agriculture, break through the problems of agricultural clean production, agricultural surface pollution prevention and control, agricultural product pollution remediation and treatment, carry out scientific research on the resource utilization of agricultural organic waste, and provide strong scientific and technological support for the green development of agriculture. Finally, through scientific and technological innovation, the use of Internet thinking and ways to promote agricultural informatization.
Yu Huiyong, chairman of United Brand Management Company, gave a keynote speech
At the meeting, Yu Huiyong, chairman of UGOlink Brand Management Company and chairman of Shenzhen Baiguoyuan Industrial Development Co., LTD., delivered a keynote speech titled "Mission of UGOlink". Yu Huiyong said the mission of UFruct is to "let people around the world enjoy the good life of fruit". There are three main levels of interpretation of this mission. First, it means that more and more customers should enjoy safe, safe, delicious, nutritious and healthy fruits. Let more and more customers, because of Eugol, because of our fruit, his life is getting better and better. Secondly, we should extend the participants of the whole industry chain from the planting to the research and development of means of production, research, experimenters, educators of scientific research institutions, researchers, suppliers of means of production, growers, suppliers of purchasing and processing equipment, logistics, cold chain, and final terminal sellers. Practitioners of the whole industry chain can gain good profits because of the fruit industry. To gain self-respect, to gain the respect of society, to gain due value in return. To make life better for those in the fruit industry. Third, we should make the society more beautiful because of the healthy development of fruit, which is the complete interpretation of letting people all over the world enjoy the good life of fruit.
Yu Huiyong said that in order to achieve its mission, the company has also proposed solutions. Through the establishment of Eugounion, setting standards, integrating resources and shaping brands, to build a symbiotic and win-win ecological system; Through the establishment of planting production services, commercialization processing services, brand marketing services three sectors, supported by financial capital and information technology, to form a division of labor and cooperation mechanism; In order to support the operation of the two platforms of planting base and sales channel, bring systematic value enhancement to members, and realize the value-added cooperation of the whole industry chain; Through efficient coordination of high-quality industrial factors, we will expand effective, medium and high-end supply and raise total factor productivity. Summed up as "3+2+2", called "322" model, namely three plates (brand marketing, planting service, commercial service plate), two platforms (planting base, sales channel platform), two support (financial capital, information technology support).
Union company marketing plate head Xie Lingyun speech
Subsequently, Xie Lingyun, head of the marketing section of the company, made a speech entitled "The recognition and practice of category brand". Xie Lingyun said that the current status of fruit brands in China is that "regional brands, channel brands, distribution brands and other brands emerge in an endless stream, but there are very few fruit brands that belong to consumers." Because of the characteristics of fruit, it is necessary to produce high-quality fruit, so that customers can have a lasting memory of good taste, in order to have the possibility of forming a fruit brand. Therefore, in the building of fruit brand, Uguopian will systematically build a fruit brand operation system: starting from the market, put forward commodity standards, and formulate commodity standards. Start from production, establish production standards, form systematic standards, then develop production standards from shallow to deep, from local to systematic, and establish a production management system with the fundamental purpose of implementing production standards in place. According to the characteristics of commodity properties, a systematic commercialization treatment project is formed. Build preservation projects from the field to the end of consumer entry, and expand production capacity through the establishment of an ecosystem; Allocate value appropriately to build sustainable business models.
Participants agreed that the fruit industry is an important component of agricultural supply-side reform, and is also the industrial plate with the highest degree of marketization in the supply-side. Initiated by China Excellent Farmers Association, China Fruit Circulation Association, Shenzhen Hundred Orchard Company, Xinrong Payao Group and other units, the high-quality fruit industry alliance is in preparation for the common aspirations of all fruit industry people, is to gather the strength of the industry, jointly promote the overall value of the industry chain. In terms of the supply-side reform of the fruit industry, Yougolian not only put forward the purpose of the supply-side reform, but also put forward the solution of the supply-side reform. It is believed that Yougolian may play an indispensable role in the supply-side reform of agriculture.
At the development conference, the organizing committee launched the signing ceremony of the demonstration project of "Gaoshan Super Sweet Coke" in Pu 'er River City and the awarding ceremony of the high-quality Fruit Demonstration Base of China Excellent Agriculture Association, and announced the list of high-quality fruit bases with the best cultivation potential. At the same time, the conference also held the national high-quality agricultural products promotion and negotiation activities, organized well-known domestic e-commerce platforms, chain institutions, online and offline agricultural products circulation enterprises and high-quality agricultural products production enterprises, means of production and service providers to carry out on-site supply and demand connection, through the demand release, product presentation and promotion and deal making, determine product orders or intentions. We will explore a price discovery mechanism for key high-quality agricultural products.
