Recently, when Wuchang Rice fell into the shadows of the brand public, the Heilongjiang provincial government launched the “Five Normal Rice Battle,” and Heilongjiang provincial governor Lu Hao personally launched the agricultural product platform for the province and joined hands with Sina to launch the Internet Wuchang rice brand “Xiaofan Wai”. Crowdfunding started in an all-round way and Sina’s chairman, Guoqiang Cao, helped out. The core purpose is to allow consumers to buy authentic, reassuring Wuchang rice!

Since the former Mayor of Wuchang City led the team to fight against fakes across the country, to the present governor to take the initiative to create agricultural brands and use brand-new Internet tools to sell high-quality agricultural products, not only the upgrade of leadership level, but also the method of maintaining and expanding agricultural product brands. The upgrade.

　 The first is the launch of the commercial brand "Xinfan Wai." This is different from the common brand of “Five Regular Rice” which was previously maintained by counterfeiting. “Xiaofan Wai” is a brand of commercial nature, which is often referred to as “user brand”.

The Heilongjiang Provincial Government has taken a clear-cut approach to the “Little Rice Wai” brand, freed itself from the shackles of the original producing areas, and created a brand new commercial brand. This is an enormous progress in ideas and an attempt at branding methods!

The second is to use a brand new brand marketing approach. Chairman Sina + the governor of Heilongjiang personally took the stage. Online crowdfunding is a new communication and new marketing, and it is active marketing. This is a major innovation in the marketing of high quality agricultural products in the region!

However, this is just the first step in the Wanli Long March. It is necessary to fully win the battle of Wuchang Rice. There are four key points that must be considered systematically, top-level design, and solid progress.

Brand body must be clear and independent

According to the disclosed information, “Xiaofan Wai” is a brand jointly established by the Heilongjiang Provincial Government and Sina.com, which specializes in the operation of high-quality Heilongjiang agricultural products on the Internet. In this context, even if the “little meal” is operated by a specific entity, its brand owners are also worried.

The Heilongjiang Provincial Government, Sina.com, and the origin companies have huge tangible and intangible assets in the brand promotion process. At present, under the premise that the brand name of “Xiaofan Wai” is not clear, it is also planned to fill a variety of agricultural products in the province under this brand. It is not limited to Wuchang, and its scope is extended to Heilongjiang Province! It is shared by all kinds of agricultural products in the province, which has laid a hidden danger for the future of the “Xiaofan Wai” brand.

When New Zealand Jiapei kiwifruit is creating a brand, it is also the government that sets up the stage, the company sings, and the New Zealand government and fruit growers can learn from the relationship between the regional public brands and commercial brands.

After the rise of the Kiwifruit industry in New Zealand, a number of competing situations have emerged and mutual bargaining is serious. Seeing the situation out of control. The New Zealand Government came forward to set up the Kiwi Marketing Agency of New Zealand to manage the market with administrative power, but the loose structure is still not much binding.

The farmers have made painstaking efforts. The government has come forward to form New Zealand Kiwifruit International Marketing Co., Ltd. Its owner is New Zealand's 2,700 kiwi fruit growers. The government gradually withdraws, leaving the company to be the company's leading role as the market leader, allowing companies to run businesses. Brand, according to market rules. The marketing company stipulates that New Zealand kiwifruit can only be exported through the same company using the same brand. If any of the fruit growers violates the regulations, the company has the right to sue in court and impose severe punishment. This measure has completely changed the market chaos, Jiapei kiwifruit has embarked on the brand name of the world-renowned high-end fruit.

The government boosts the regional economy. It still needs to support and rely on leading enterprises. It must not copy “near roads” and hopes to create a basket of brands. This shortcut does not work.

Public brands must have standards, to achieve "five unification"

According to the information disclosed by current Heilongjiang provincial government measures and media interviews, “Xiaofan Wai” is a regional public brand and a regional public brand without a place name!

Xu Xiaowei, deputy director of the Green Food Development Center of Heilongjiang Province, said in a guest Sina micro-Henan micro-interview that the Internet marketing is to market 1,000 bases of products. Currently, Wuchang rice is being tested first. In the next step, Wuchang Rice's network sales experience will be summarized and gradually expanded to other rice brands, which will in turn extend to other advantageous agricultural products in our province. For example, Shante products, cereal products, non-genetically modified high-protein soybeans, and blueberries.

The public brand of the “Five Regular Rice” area has been out of order. How can the newly established regional public brand “Xiaofan Wai” be no longer caught in a false mess? We must achieve "five unifications": unified quality standards, unified category values, unified brand image, unified brand marketing, and unified brand management.

At present, we have seen "small rice encirclement" focusing on the unified quality standards: the three provinces, counties, and counties have cracked down on counterfeiting, enabled the "three guarantees, one inspection, and one code," anti-counterfeit traceability system, and traced the quality of the whole process. It is truly Wuchangdaohuaxiang rice. In the unified category value, unified brand image, unified brand marketing, unified brand management is still relatively lacking.

It is not difficult to establish standards and it is difficult to persist. It is difficult not to sacrifice the overall situation and future for short-term interests and local interests. Siemens founder Werner Siemens said it well: "We will never sell the future for short-term gains." I hope that the “Xiaofan Wai” brand can be a long-term brand and can become a symbolic brand of Wuchang high-quality agricultural products.

Paying great attention to the category, branding is the chief representative of the category

There are no other secrets to being an agricultural brand. It is a phrase: For a region that is above the region, it occupies the category and brand, and the brand represents the authenticity of the category.

What does the "Little Rice Wai" brand represent? Looks like what you want to represent, like a basket, all kinds of agricultural products in the province can be installed inside.

A brand, if you want to represent everything, the result must be something that cannot be represented, and confusion is the result. Second, because “Xiaofanwei” wants to represent Heilongjiang variety of high-quality agricultural products, the geographical scope is so large. So many, this has given unscrupulous companies an infinite number of “good opportunities”. The end result is definitely much more chaotic than the “Five Regular Rice”. Third, the better “small rice cooker” is done, the more prominent the reputation is. The more profitable it is, the more "chaotic" problems begin to emerge. In other words, at present, the problem has not yet emerged. It is a time bomb buried in the future.

The law of the brand is that the more a brand represents an individual category, the stronger the power of its brand will be, and the less opportunities for unscrupulous companies to counterfeit a ride. “Small rice bowl” should be a representative of high-quality and reliable five-time rice, just like the representative of Japanese rice “Koshihikari rice”, Japan’s best beef “Kobe Beef”, New Zealand’s national fruit “Jepei Kiwifruit”, Spain’s country The taste "Iberian ham", the representative of Bordeaux, the hometown of French wine, "Lafite wine" ..., small and beautiful, small and strong, small and long.

I repeatedly stressed that when you are a brand, big is small and small is big. More is less, less is more! Success in one category can win in more categories! Aggregating resources, focusing on categories, and representing categories are the ways to build brands.

Marketing model to heaven, multi-pronged approach

To fight the five-time rice brand defense to heaven, a multi-pronged approach. Marketing and communication modes and styles must be diversified and diverse, and they must be three-dimensional and must be disseminated and marketed in all directions. There are no good or bad points between online and offline.

The marketing communication model of “Xiaofan Wai” seems to be somewhat “small-scale”. Some of them talk about things and ideas are not open.

This time, the major marketing initiatives by provincial governors who personally took the stage, supported by Sina's chairman, and raised the power of the entire province, have been viewed across the country. Online and offline communication has been insufficient. Plus, press conferences and crowdfunding activities have not been creative. Plain, there is no established market-based interactive system and follow-up continues to be inadequately disseminated. For example, microblogging, WeChat, corporate (or brand) communities, and forums of the brand should be established and become active. For example, the image store of the offline experience store needs to be established and perfected, because consumers need personal experience and intuition, like agriculture. The secondary and tertiary industries opened up, combined with the food industry and a wealth of tourism resources to make agriculture a modern "sixth industry."

The Sunflower Sunlight brand served by Fulai is the pure rice flower fragrance of Wuchang Rice's core production area, and it also faces counterfeiting difficulties. We assist companies in setting up a direct supply model, direct from the field to the kitchen table, eliminate any third-party links, do not swear, do not use certification, use direct supply to break through consumption

I saw in the media that before this, Wuchang Mayor Song Zegang and Deputy Mayor He Guangming and other local government leaders all opened Weibo as the "Fame Name" of the Wuchang Rice. This was the first time that the netizen raises rice in Wuchang Rice. The news was published by the official microblog of the Heilongjiang Provincial Government Information Office. In this way, the official credibility has been achieved, but there is a lack of market operation, and there has been a marked lack of activity and stickiness. I would like to ask, which governor mayor has the time and energy to maintain long-term interaction with netizens?

Heilongjiang is a traditional high-quality rice production area. I sincerely wish that “Little Metric” will truly become an agricultural product brand representing the region and even the country. Just as Yili and Mengniu represent Inner Mongolia Dairy Industry, it also represents China’s dairy industry; Sanquan, Si Nian, and White Elephant represent Henan Province, wheat, flour province, is now China's top frozen food and instant noodles companies. To understand the law of the brand, to respect the law of the brand, and to explore a sustainable development path, it has become a model and model for the national agricultural product brand building. To be a pioneer and not to become a martyrs is of great significance and long-term.