段淳林:农产品品牌发展要符合五大趋势
美国费城牛肉三明治、新西兰佳沛奇异果等世界闻名的品牌农产品品牌是如何打造的?农产品品牌建设的底层逻辑是什么?未来农产品品牌的发展趋势是什么?
12月23日,在由南方农村报社主办的发展符合2023农财全球创新大会上,华南理工大学新闻与传播学院教授段淳林围绕农产品品牌的段淳发展趋势分享农产品品牌建设的底层逻辑和思路。她指出,林农未来农产品品牌发展要符合五大趋势。产品
华南理工大学新闻与传播学院教授段淳林
首先是差异化品牌定位,突出农业品牌特色;其次是发展符合整合营销传播,强化消费者触达认知;然后是段淳布局上游供应链,加强冷链运输,打造规模效应;以及要兼顾BC双端,林农发力C端新型电商渠道;最后推出创意新品,产品扩大单品品类规模。品牌
2022年,发展符合新东方的“东方甄选”直播间凭借“双语介绍农产品”爆火出圈。带货主播董宇辉也从直播间崭露头角。在疫情反复冲击的影响下,大众消费更加关注绿色、健康、环保的农产品。
《2023“双11”消费洞察报告》显示,今年“双11”,农产品电商快速发展,荔冬枣、三门青蟹、周至猕猴桃、蒙自石榴、昭通苹果销售额同比增长均超100%。
2023农财全球创新大会现场
“农产品品牌发展迎来了前所未有的机遇。”段淳林介绍,近年来,国家陆续颁布《“十四五”全国农产品产地市场体系发展规划》《消费品标准和质量提升规划》等多项重要指示文件,农产品发展获政策支持,鼓励农业稳定发展。
此外,优良品种选育,特色生态养殖等农产品生产技术能力提升,农业产业链现代化水平提高。加之农产品的消费需求旺盛,从“选品”向“选牌”过渡,健康、特色、品牌背书是农产品消费决策的重要驱动点。以及全产业链机构平台、企业大力布局,保障农产品生产流通、供给,还有行业资本入场,多起融资推动农产品市场发展。
近些年来,农业品牌成为“三农”领域和消费领域的一大热词,农业品牌工作被摆上更加突出的位置,理论和实践都取得长足进步。我国农业品牌化提质增效,活力不断增强。据统计,截至2022年底,绿色食品和有机农产品有效用标主体27451个,产品60873个;农产品地理标志商标注册约6200个。2022年较2012年中国农业品牌目录区域公用农产品产量增长近55%,销售额增长近80%。
段淳林介绍,农产品品牌要打造“五力”。
尽管农业品牌营销方式多样化,尤其是互联网渠道已成为农业品牌营销推广的重要方式。但农业品牌发展仍面临部分主体缺乏品牌意识、管理体制和政策障碍、品牌发展意识与方向不成熟等挑战。
段淳林指出,从农产品发展趋势探品牌建设,需要聚焦产品力、渠道力、供应力、营销力、品牌力、资本力,以企业战略和价值观体系为统领,推动农业品牌系统化、规范化、专业化传播,实现数字化经济下的新突围。
【记者】戴甜甜
【来源】南方农村报社
(责任编辑:关于我们)
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