The Summit Forum on "Promoting Brand Strong Agriculture to Help Rural Revitalization" opened in Deqing, Zhejiang Province

On the afternoon of May 12th, the summit forum of "Promoting Brand Strong Farmers and Helping Rural Revitalization" opened at Zhejiang Deqing International Exhibition Center. The development of key areas will promote the development of leading enterprises, industrial brand clusters, media brand clusters, and commercial brand clusters to support the accelerated development of public brands in agricultural regions, and realize the strategy of strengthening agriculture with brands and revitalizing rural areas.

Zhi Shuping, Executive Chairman of China Brand Building Association, Chairman of China Old Area Construction Promotion Association, Former Director of AQSIQ, Zhi Shuping, Chairman of China Brand Building Promotion Association, Chairman of the Advisory Group of International Organization for Standardization Brand Evaluation Technical Committee, Former Director of National Standards Committee Liu Pingjun, former deputy director of the General Administration of Quality Supervision, Inspection and Quarantine, former State Council Counselor Ge Zhirong, chairman of China Consumer Products Quality and Safety Promotion Association, former deputy director of the General Administration of Quality Supervision, Inspection and Quarantine Zhang Qinrong, vice chairman of the 11th CPPCC Committee of Ningxia Hui Autonomous Region, and international Wang Ziyun, chief expert of the brand center, Zhang Yuxiang, former member of the party group of the Ministry of Agriculture and chairman of the China Agricultural Products Market Association, Huang Jingyi, chairman of the China Quality Agricultural Products Development Service Association, Ma Lincong, vice chairman of the China Brand Building Promotion Association and former president of the China National Institute of Standardization, China Towns Cheng Xingrui, secretary-general of the Rural Revitalization Working Committee of the China Promotion Association, Xiao Jianhua, vice chairman and chief expert of the Expert Committee of the International Brand Science Academy, Dong Lequn, former director of the Accreditation and Testing Department of the State Administration for Market Regulation, vice chairman of the 11th CPPCC Committee of Ningxia Hui Autonomous Region, and international wine brand Wang Ziyun, chief expert of the center, Zhang Jiashun, former deputy director of the Central Organization Department, Wu Wei, president of China National Brand Network, and more than 500 representatives from relevant ministries, provinces, cities, and enterprises attended the forum.

Zhi Shuping, executive chairman of the China Brand Building Federation, chairman of the China Old Area Construction Promotion Association, and former director of the General Administration of Quality Supervision, Inspection and Quarantine, delivered a speech for the forum. Zhi Shuping said that since the beginning of last year, the China Brand Building Promotion Association, the China Old District Construction Promotion Association, the China Agricultural Products Market Association, the China High-quality Agricultural Product Development Service Association, and the China Urbanization Promotion Association have jointly carried out the promotion of brands to strengthen farmers and help rural revitalization. action. After more than a year of hard work, the organizational mechanism and action methods have been continuously explored and improved, and the results of the work have gradually emerged, especially in the selection of pilot counties and brand supply chain central cities. Substantial progress has been made. As an old I am often moved and inspired by quality workers and volunteers serving the old revolutionary base areas.

Zhi Shuping emphasized that General Secretary Xi Jinping attaches great importance to brand building, pointing out that brand is the condensation of reputation. A brand established in the minds of ordinary people is a symbol of quality and safety. After understanding the speech of General Secretary, we can see the relationship between brand and quality. They are inseparable. A so-called brand without quality assurance can only be a paper house on the beach that looks good but is not reliable.

Zhang Yuxiang, president of the China Agricultural Products Market Association, pointed out in his speech that on December 12, 2022, the general secretary emphasized at the Central Rural Work Conference that it is necessary to strengthen the leader, supplement the chain, develop the business model, and build a brand, so as to promote the upgrading of the entire chain of rural industries and strengthen the market. Competitiveness and sustainable development capabilities provide a fundamental basis for my country's agricultural brand building.

Looking at the world's agricultural powers, there are strong agricultural brands as the support. Accelerating the strengthening of agricultural brands is a strategic measure to enhance my country's agricultural competitiveness and promote the transformation from a large agricultural country to a strong agricultural country. In recent years, especially in the last ten years, my country's agricultural brand building has achieved rapid development. In terms of quality improvement, the supply of green and high-quality agricultural products has continued to increase in various places, and the quality and safety of agricultural products have been strictly controlled. Quality inspection system. In promoting the high-quality development of agriculture, it is necessary to strengthen the construction of the brand system, to optimize the connection between production and sales and market orientation to improve efficiency, to highlight cultural connotations, to publicize and promote to shape the image, and to promote interactive exchanges and international cooperation to expand the influence. More outstanding achievements have been made.

Chairman of the China Brand Building Promotion Association, chairman of the Advisory Group of the International Organization for Standardization Brand Evaluation Technical Committee, and former director of the National Standards Committee Liu Pingjun emphasized in his speech that in the morning we will discuss the effective path of building Chinese brands to the world, and now we will discuss how to Promote the formation of a "dual cycle" development pattern with the domestic market as the main body and international and domestic development. There are two big problems in our country. The first is fake and shoddy, and the second is the lack of positive brand voice.

If these two problems are not resolved, it will be difficult to form a development pattern with the domestic market as the main body. To solve these two problems, first, we must follow international practices and establish a brand evaluation release mechanism. Yesterday, the tenth Chinese brand value evaluation information was released, but the quantity is far from enough to meet the needs of consumers.

Therefore, the next step is to establish a provincial, municipal and industry brand evaluation mechanism, and strive to release 80,000 to 100,000 Chinese brands in five years, so that Chinese consumers know that our country has a large number of excellent brands. It can fully meet the needs of market consumption.

Next year will be the 10th anniversary of the important instructions of the "Three Transformations" issued by the General Secretary. We will review and evaluate whether the brand value released ten times in the past ten years has been high or low. There were no international standards in the past few years, but now it is the main standard formulated by our country and the international standards for classification and evaluation released successively. That is to say, our country should create a template for the global evaluation mechanism standard system, so after my speech today, I welcome all entrepreneurs and experts here to make suggestions on the evaluation model and evaluation method of our regional brands. Suggestions, let's explore together.

Peng Jianzhen, executive vice president and secretary-general of the China Chain Store and Franchise Association, discussed the topic of strong farmers with brands to help rural revitalization, and Wang Zhen, vice president of the China High-quality Agricultural Products Development Service Association, discussed the development of modern agricultural industrial parks, leading agricultural industrialization enterprises, and production and processing technology. Keynote speeches were made on topics such as integration and development.

The meeting held a round-table dialogue on how to create good products and how to sell good products. The guests included: Zhang Zhiyin, chief expert of logistics and supply chain brand clusters, Wang Xilong, director of Ganzhou Fruit Industry Development Center, and executive general manager of Mulinsen Co., Ltd. Tang Guoqing, Cao Xiaoyan, Chief Expert of Food and Agricultural Products Testing Department of Radio and Television Metrology, Du Yong, Founder and CEO of T11, Ge Wei, CEO of Sijibaiying, Cheng Wei, General Manager of Tencent Smart Retail Region and Industrial Belt, Fujian Pinpinxiang Tea Co., Ltd. Lin Zhenchuan, chairman of the board, Pu Zhen, manager of brand operation department of Tibet Earth Third Pole Industry Development Co., Ltd.,

Representatives from Yanjin in Yunnan, Huaining in Anhui, Aohan Banner in Inner Mongolia, Xingtai City in Hebei, and Shouxian Valley in Zhejiang made special promotions of their characteristic and high-quality products.

Xie Juezhen, chief expert of the international brand supply chain, secretary-general of the Industrial Chain Supply Chain Development Committee of the China Urbanization Promotion Association, and expert team leader of the logistics supply chain brand cluster, gave a keynote introduction on the introduction of the first batch of food and agricultural product brand supply chain centers.

In the action of "promoting brand-strengthening agriculture and assisting rural revitalization", cities and counties around the world have responded positively, and a number of counties, regions and enterprises with outstanding industrial performance have emerged. In recognition of their exploration achievements, the forum held the " Brand Industrial Park Demonstration Base" ceremony. At the meeting, a list of 100 "Like 2023 My Favorite Chinese Brands" was also released.

This summit forum is jointly sponsored by Xinhua News Agency, China Brand Building Promotion Association, China Assets Appraisal Association, Zhejiang Provincial People's Government, Xinhua News Agency Brand Work Office, China National Brand Network, "China Brand" magazine, Huzhou Municipal People's Government, It is co-organized by the People's Government of Deqing County and co-organized by the China Industry Press Association. The supporting unit is empty and clean, and the designated supplies are Shouxian Valley.