The biggest shortcut to doing agriculture is not to detours!

In 2014, brand agriculture became the hottest key word, and more and more industrial capital and financial capital entered the agricultural sector. However, in the face of the strategic opportunity of the millennium opportunity, how can agricultural enterprises avoid traps and misunderstandings and avoid or detour? Wrong way, step into the Sunshine Avenue? This is a fatal strategic issue. On January 8, the Brand Agriculture Research Group of Renmin University of China was formally established to build the strongest think tank of Chinese brand agriculture.

In 2014, all walks of life rushed away from agriculture, and investment in agriculture kept refreshing headlines.

In 2014, the land transfer policy officially landed, and the modern agricultural reform has a more solid foundation.

In 2014, the e-commerce of agricultural fresh produce broke out and became the last virgin land for e-commerce.

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Entering 2015, brand agriculture also entered a new era of upgrading, shuffling, and integration. The biggest headache for agricultural companies is that there is no path to the goal: how can agricultural enterprises avoid traps and misunderstandings, and avoid or detour and misroutes? How can brand agriculture work in order to step into the Sunshine Avenue and achieve leapfrog development? What are the key pain points in the difficulties of brand agriculture?

The largest industry gap in the period of agricultural reform: the wisdom of the integration of theory and market In fact, the key issue of brand agriculture is the lack of targeted wisdom support, the theoretical research of academics is mostly concentrated in the national strategic level, and the practical intellectual institutions are more Provide tailor-made intellectual support for companies.

On January 8, the Rural Development Institute of Renmin University of China combined with the industry's most branded agricultural marketing experience to establish a dedicated "brand agricultural research group". The research team hired Fulai, the chief consultant of Forlay, as the leader and chief expert of the "brand agricultural research group" and integrated the nation's leading experts and scholars, standing at the forefront of brand agriculture, systematically studying new issues and issues facing the Chinese agricultural industry in the new era. The laws and new models provide the strongest theoretical support and market practice for Chinese agricultural enterprises and build the best non-governmental think tanks in the agricultural sector.

Wang Jiahua, Director of the Institute of Rural Development, Renmin University of China, issued a letter of appointment for the team leader of the Brand Agriculture Research Group, Ren Xiangpeng. The Rural Development Institute of Renmin University of China was established in 1984. It is one of the earliest institutes established by Renmin University of China. The Institute adheres to the agricultural economy. The focus is on the research of rural development, brand agriculture, and the competitiveness of agriculture-related enterprises. It cultivates and cultivates a large number of comprehensively applied economic management talents for all areas related to agriculture in China, and is an important base for the cultivation of talents in the country's "three rural" areas. The founding of China's first "village graduate class" was hailed as the "Whampoa Military Academy" of Chinese village officials.

Fulai brand marketing consultancy agency is the first foreign brain to focus on branded agriculture planning in China. With 15 years of professional brand marketing planning experience, it published the first industry giant book, “Brand Agriculture”, serving 20 agricultural-related listed companies and 30 companies. The state-level leading enterprises in agricultural industrialization have helped agricultural enterprises achieve system upgrades in branding and sales, promoted China's food brand revolution from the field to the table, and were hailed as "China Brand Agriculture Chief Consultant".

This cooperation between the two parties is the strongest joint research of the school's deep research resources and the rich market practice of Zhiye institutions. It is called the “Most Powerful Brain” of Chinese brand agriculture in the industry.

How can Chinese agribusinesses take less or no detours?

8 years ago, famous brand agricultural marketing expert and leader of “Brand Agriculture Task Force” Zang Xiangpeng had put forward the unique insights of the “Arrival of the kitchen table food brand revolution”, which was greeted by many entrepreneurs. He has worked with Guolian Fishery to launch fast consumer products. Longba Spicy Shrimp, a system upgrade for branding and marketing of Xiangcun Black Pig, designed an overall marketing strategy for Zhongjing Mushroom Sauce, as well as direct hits on advertising and packaging...

Qi Xiangpeng often said a word, "brand agriculture must carry out top-level design," which is the subject that he has studied and in-depth for many years. When he served agricultural enterprises, he found that most of the agricultural enterprises lacked targeted top-level design, which was very dangerous during the critical period of industrial transformation. Because of the lack of top-level design marketing and marketing strategies, it was very prone to path deviation. Once you take the wrong path and take a detour, you will cause major delays in strategic opportunities, resulting in the waste of human property and even total losses.

Therefore, Zang Xiangpeng has repeatedly stressed that there is no short cut for agriculture. The biggest shortcut is not to walk or to avoid detours and wrong roads. The more strategic opportunities, the more need for the most practical wisdom support and top-level design.

In several in-depth exchanges, the Rural Development Institute of Renmin University of China and the Marketing Consultancy Agency of Flohal Group unanimously believed that agriculture is experiencing a thousand-year industrial revolution and investment wave. This is a strategic opportunity for the achievement of great brands and great entrepreneurs. It is a ruthless battlefield that destroys traditional concepts and traditional patterns. Agricultural enterprises can no longer freely, slovenly, and disorderly enter the market competition. The theoretical research on generalization and heavy politicity and commerce is far from meeting the needs of industry development. The agricultural industry urgently needs the wisdom support of real market value and practical significance. After several rounds of communication, the two parties finally decided to jointly establish a "brand agricultural research group."

The preliminary research strategy: the six most practical research directions In 2015, traditional agriculture accelerated its transition to modern agriculture, and brand agriculture entered an era of “connectedness and succession”. It was not only farming (first industry) but also agricultural products processing that engaged in agriculture. (Second industry), but also the sales of agricultural products and processed products and peripheral services (tertiary industries), transforming the original agriculture as a primary industry into a comprehensive industry, adding value to agricultural products, and allowing farmers and agricultural industrialization enterprises Increase income. Some scholars call this modern agriculture, which has opened up one or two or three industries, the "sixth industry."

I miss the outstanding representatives of the sixth industry, such as jujube, Wujiang mustard, Laoganma, Zhongjing mushroom sauce, etc., have become the benchmark for the success of agricultural enterprises. In the future, there will be a large number of traditional agricultural enterprises such as base-type, raw material-based, rough construction, export-oriented, export-oriented, and other types of agricultural enterprises that will concentrate their efforts on building their own “one after another” type of new industry model. The competition in branded agriculture will intensify, and it will only be systematic and targeted. Sexual agricultural planning and brand design can enable companies to be closer to success in the transition period of the industry.

In view of the problems and difficulties most frequently reflected by agricultural enterprises, the Brand Agriculture Task Force currently focuses its research on the six major directions.

1. The basic characteristics, characteristics, laws and methods of brand agriculture;

2. Under the new situation, how to carry out top-level design for branded agricultural enterprises;

3. How do agricultural industrialization companies connect with policies and capital;

4. How to make the specialty agricultural products bigger and stronger, and achieve the national brand;

5, the relationship between brand agriculture, agricultural (park) complex and regional economy;

6, agricultural products e-commerce.