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丽水山耕——区域产品品牌化 Lishui Mountain Farming——Regional Product Branding


为了提升区域内产品的知名度,丽水市政府推出了区域公用品牌——丽水山耕。该区域品牌由丽水市政府引领、丽水市生态农业协会注册、国资公司丽水市农业投资发展有限公司运营,保证了品牌的公信力、公用性和市场性。丽水市农业投资发展有限公司下属10家分公司,业务覆盖生产、初级加工、产品追溯、资质评估、包装设计、品牌传播、营销培训、产权交易等方面,为“丽水山耕”品牌运作提供了全方位的服务。

In order to increase the popularity of products in the region, the Lishui Municipal Government has launched a regional public brand, Lishui Mountain Farming. The brand in this area is led by the Lishui Municipal Government, registered by the Lishui Ecological Agriculture Association, and operated by the state-owned company Lishui Agricultural Investment Development Co., Ltd., ensuring the brand's credibility, publicity and marketability. Lishui Agricultural Investment Development Co., Ltd. has 10 branches, whose business covers production, primary processing, product traceability, qualification evaluation, packaging design, brand communication, marketing training, property rights transactions, etc., and provides the brand operation of "Lishui Mountain Farming" Full service.

“丽水山耕”自推出之后,共有863家企业申请加入丽水市生态农业协会成为会员,建立合作基地1122个,总销售额67.3亿元,产品溢价率超过30%,品牌评估价值达26.6亿元。根据中国区域农业品牌研究中心对外公布的“2018中国区域农业品牌影响力排行榜”,“丽水山耕”以96.76的影响力指数荣登“区域农业形象品牌”排行榜榜首。

Since the launch of "Lishui Mountain Farming", a total of 863 companies have applied to join the Lishui Ecological Agriculture Association as members, and established 1,122 cooperative bases, with a total sales of 6.73 billion yuan, a product premium rate of over 30%, and a brand evaluation value of 2.66 billion . According to the "2018 China Regional Agricultural Brand Impact Ranking" announced by the China Regional Agricultural Brand Research Center, "Lishui Mountain Farming" topped the "Regional Agricultural Image Brand" ranking with an influence index of 96.76.

不同于以往的单品区域公用品牌,例如“赣南脐橙”、“阳澄湖大闸蟹”等,“丽水山耕”的独特之处体现在以下几个方面:一、丽水山耕是首个覆盖全区域、全品类、全产业链的区域公用品牌,在丽水市生产的符合产品质量标准的农产品均可申请使用“丽水山耕”的品牌标识;二、丽水山耕品牌的建设是由上自下的统筹管理,而其他一些区域品牌是自下而上的企业行为;三、丽水山耕不针对单品进行营销,而是利用丽水的天然优势以“生态产品”为核心建设品牌形象,通过对标欧盟建立严格的产品标准,从产到销各个环节把控产品的质量;四、会员以母子品牌相结合的方式使用区域公用品牌,实现会员企业和区域公用品牌的双赢。

Different from the previous single-product regional public brands, such as "Gannan Navel Orange" and "Yangcheng Lake Hairy Crab", the unique characteristics of "Lishui Mountain Farming" are reflected in the following aspects: 1. Lishui Mountain Farming is the first to cover the entire region Regional public brands of the entire category and the entire industry chain, and agricultural products produced in Lishui that meet the product quality standards can apply for the use of the brand logo of "Lishui Mountain Farming"; 2. The construction of the brand of Lishui Mountain Farming is top-down Overall management, while some other regional brands are bottom-up corporate behaviors; 3. Lishui Mountain Farming does not target individual products, but uses Lishui's natural advantages to build a brand image with “ecological products” as its core, and through benchmarking The EU establishes strict product standards and controls the quality of products from production to marketing. Fourth, members use regional public brands in a combination of mother and child brands to achieve a win-win situation for member companies and regional public brands.

自创立以来,丽水市农业投资发展有限公司在区域品牌的建设上进行了诸多尝试和探索。为了保证区域内产品的质量,“丽水山耕”建立了涵盖1个省级地方标准、27个团体标准、8个认证规程的“丽水山耕”通用标准和产品标准体系;与杭州市北斗区块链有限公司合作进行部分农产品溯源,拟通过区块链技术解决溯源信息流通瓶颈;根据标准定期对会员企业的产品进行复检,对不合格会员进行清退。此外在品牌建设方面,“丽水山耕”会为会员企业定期开展讲座和培训,为会员企业规划品牌发展路径、设计品牌标识和包装。在销售渠道方面,“丽水山耕”积极与盒马生鲜、蓝颂供应链、联华、华润等大型渠道对接;拓展上海杭州等周边城市市场,与当地事业单位签订供货协议,在当地授权“丽水山耕”社区门店。这些工作都为“丽水山耕”区域品牌生态的完善建立了良好的基础。

Since its establishment, Lishui Agricultural Investment Development Co., Ltd. has made many attempts and explorations in the construction of regional brands. In order to ensure the quality of products in the region, "Lishui Mountain Farming" has established a "Lishui Mountain Farming" general standard and product standard system covering 1 provincial-level local standard, 27 group standards, and 8 certification procedures; and Beidou District, Hangzhou City Blockchain Co., Ltd. cooperates in tracing the source of some agricultural products, and intends to solve the bottleneck of tracing information circulation through blockchain technology. The products of member companies are regularly re-inspected according to standards, and unqualified members are returned. In addition, in terms of brand building, "Lishui Mountain Farming" will regularly hold lectures and trainings for member companies, plan brand development paths, and design brand logos and packaging for member companies. In terms of sales channels, "Lishui Mountain Farming" actively connects with Hema Fresh, Lanson Supply Chain, Lianhua, China Resources and other large channels; expands surrounding cities in Shanghai and Hangzhou, and signs supply agreements with local institutions to Authorized "Lishui Shangeng" community store. All these work have established a good foundation for the improvement of the brand ecology in the "Lishui Mountain Farming" region.

“丽水山耕”这种全品类公用区域品牌的优点在于,通过对会员企业的约束,能够最快的将丽水市的农业发展品牌化和规范化,从而提升整体农产品的价值。另一方面,对会员企业来说,“丽水山耕”母子品牌相结合的方式大大降低了区域内中小农业企业进行产品推广的成本,由丽水市农业投资发展有限公司做品牌推广使得会员企业能够更专心的在生产领域做专业的事;同时,“丽水山耕”所提供的销售渠道降低了中小企业进入市场的风险。

The advantage of the “Lishui Mountain Farming” brand in all categories of public areas is that by restricting member companies, it can quickly brand and standardize agricultural development in Lishui, thereby increasing the value of overall agricultural products. On the other hand, for member companies, the combination of mother and child brands of "Lishui Mountain Farming" greatly reduces the cost of product promotion for small and medium-sized agricultural enterprises in the region. Brand promotion by Lishui Agricultural Investment Development Co., Ltd. enables member companies to Do more professional work in the field of production; at the same time, the sales channels provided by "Lishui Mountain Farming" reduce the risk of SMEs entering the market.

当然,“丽水山耕”发展到现在也暴露出不少亟待解决的问题:一、区域企业对“丽水山耕”的认知程度不高、认可程度不够,从而导致一些企业加入“丽水山耕”的意愿不高,尤其是大企业,更愿意用自己的品牌来向市场做推广。二、“丽水山耕”的产品标准在执行过程中缺乏有效的监管机制,部分会员企业以次充好势必会败坏品牌的整体声誉。三、“丽水山耕”所提供的销售渠道以及其他资源如何在会员企业之间分配以及如何避免这中间产生的权利寻租问题。以上问题归根结底,是因为“丽水山耕”主要由政府和协会驱动,会员企业缺乏建设区域公用品牌的内在动力;因此,建立起有效的奖励和惩处机制去提升会员的积极性应该是“丽水山耕”首要解决的问题。

Of course, the development of "Lishui Mountain Farming" has now exposed many problems that need to be solved. First, regional enterprises have low awareness and insufficient recognition of "Lishui Mountain Farming", which has led some companies to join "Lishui Mountain Farming". "The willingness is not high, especially for large enterprises, they are more willing to use their own brands to promote the market. 2. The product standard of "Lishui Mountain Farming" lacks an effective supervision mechanism in the implementation process, and some member companies will erode the overall reputation of the brand. 3. How do the sales channels and other resources provided by "Lishui Mountain Farming" be allocated among member companies and how to avoid the problem of rent-seeking in the middle. In the final analysis, "Lishui Mountain Farming" is mainly driven by the government and associations, and member companies lack the inherent motivation to build regional public brands; therefore, the establishment of effective incentives and punishment mechanisms to enhance the enthusiasm of members should be "Lishui Mountain Farming" "The first problem to solve.

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  • 作者:管理员(联系作者)
  • 发表时间:2019-12-02 20:45
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