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.
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.
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.
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.
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.
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.