This autumn is a real "golden autumn", and consumers are blessed. From the prices of various distribution channels, we can know that the bulk of agricultural products have been harvested. From the rich variety and product quality, we can know that the production capacity has been improved. This autumn is also the "Golden Autumn" of a brand, and the "Golden Autumn" of brand promotion. Various conferences and forums let more people know that creating agricultural product brands is a business that governments of various producing areas are committed to; the operation of various institutions on agricultural product brands and the various concepts and books launched, let readers know that they promote agricultural product brands With his own name and nickname and beautiful "Logo". Experts judged from this that the brand building of Chinese agricultural products is on the way.

However, on various occasions, there is also a voice, that is, the government of the place of origin appeals that the cost of brand promotion is too large, and it is unbearable. Another thing that is unbearable is the sales pressure undertaken by the government, and the "county chief's platform" sales have become a landscape of brand building. In fact, there have always been doubts about this. Some say that the government does not care about the market, while others believe that the government should serve the market. In fact, it is the government's need for the government to promote the brand. From the adjustment of the agricultural industry structure to the structural adjustment of the agricultural supply side, most places are dominated by the government. How to ensure revenue growth after structural adjustments, the government has given high hopes for brand building. Therefore, there is no problem with the government platform. But the problem is that when there is no brand, the magistrate Zhang’s platform, after spending the money to build the brand, the magistrate Wang still has the platform. This is worth thinking about. Why can't brand building replace the county chief's platform? The supply-side structure of agriculture is being adjusted and progressed, but the marketing of agricultural products is still turning around. The more money is spent, the county magistrate still has the platform with the logo designed by the expert. What's wrong with this?

参考发达国家农产品品牌经营的经验，与我们最大的不同在于经营的体制机制。我们围绕着农产品的品牌有各种“利益”群体，而国外只有一个“责任”群体。在品牌这个事情上，从生产到客户，国外都是生产资料所有者也是经营者自己在主导，“全产业链”，利益“产业化”，贯穿始终的就是一个主体“责任”，打造的是企业的品牌而不是产品的品牌。产品是固化的，受制于自然环境变化而变化的；而企业是活的，通过服务和管理减少消费者受环境变化的影响。我们的农产品在生产、营销过程中，主体多样化，各有各的利益目标，都希望从产品上获利。或者是政绩的利益，或者是服务的利益，或者是经销的利益。这些利益主体之间的关系是合作，更是分割蛋糕，暗中较劲。由于各主体都只是负责自己的利益环节，最终的“品牌”是不是以品牌的价值被消费者消费了，没有直接责任承担者了。一旦风吹草动，买单的都是消费者。去年的苹果今年的猪肉都是如此。

品牌建设缓解了这种状况了没有？能够缓解，只是这样的品牌说是有不少，但没有形成品牌力量。比如今年在猪肉价格普遍上涨的情况下，有一家品牌猪肉的价格基本处于稳定状态。这就是品牌应有的作用，这才是“品牌建设”。可惜，更多的品牌不是这样，导致我们目前形不成品牌文化。你这个品牌都能干什么？只是看脸？还是你还有其他本事？稳定供应，稳定价格，减产不叫苦，丰产不滞销。这是乡村振兴和品质消费所需要的，你能做到吗？做不到你为什么说你是品牌？目前就是这个问题，以为有了Logo就有了品牌，没有在品牌文化建设上下功夫，这是当前打造品牌的一个“死结”。

To open this knot, the basic tool needed is two hands. It can also be said to be the hands of the government and the hands of consumers. Why doesn't the hand of consumption reach out to the "brand" at present? If the main body of brand building is not very clear, you may wish to study the reasons for the popularity of e-commerce in the market. The fundamental reason why e-commerce is popular with consumers is nothing else, but that e-commerce allows consumers to see the direct "responsible person." In other words, the biggest problem or weakness in the marketing of agricultural products is the "connection of production and sales" that allows e-commerce to get through. Its methods are very simple, the price is transparent, the place of origin is open, and the goods arrive fresh. What is the consumption of agricultural products now? There are all kinds of varieties, and the current consumption is healthy consumption—freshness. E-commerce has done this.

It is impossible for the sales of bulk agricultural products to be completed by e-commerce. The social consumption cost of e-commerce is very high, but the breakthroughs and innovations achieved by e-commerce deserve the attention of brand operators. The convergence of production and sales is still a point that needs to be broken through in the management of agricultural products in China, but now the content to be connected has changed. This year's summer grain and wheat harvest has been bumper, and the quality of purchases has generally increased by one level over last year. However, high-quality special wheat has been left out by flour processing companies, because the quality of ordinary wheat can already meet the processing needs of companies, and companies are not willing to increase costs to purchase special varieties. Not long ago, an agricultural expert received a box of branded apples. When I opened it, I was about to cry. The size is different, the fruit color is ferocious, the skin is wrinkled like an old man, and the rotten spots are mottled. I took a bite and really cried. There is a taste that hasn't been tasted at such an age, so unfamiliar to the heartbeat. Apples were dumped into the "kitchen waste" bin, but the packaging box was so admirable, so I went to the market to buy Luochuan Red Fuji more than 4 yuan a pound, packed it in the box, and sent it to my friends.

Building a brand is actually building a chain of interests. This interest chain has two vertical and horizontal chains. The vertical is the industry itself, and the sense of acquisition of the end customer is the standard. The horizontal is the brand culture built up by all brands, and the brand consumption atmosphere is formed with traceable consumption supervision. From this perspective, brand building cannot indulge in the design of the logo. It needs to innovate the operating mechanism and work hard on the systematic construction of the "industrial benefit chain".