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打出組合拳 “巴味渝珍”助力品牌強農(nóng)行穩(wěn)致遠 | 重慶市農(nóng)業(yè)品牌建設(shè)觀察
2021-06-09
14:13:05
來源:農(nóng)交會組委會 閱讀量:15060
評論
導(dǎo)讀:第十九屆中國農(nóng)交會將于2021年11月12至15日在深圳舉辦。深圳是粵港澳大灣區(qū)的重要城市節(jié)點,也是國際市場連接中國的門戶所在。重慶將帶著“巴味渝珍”等農(nóng)業(yè)品牌再次亮相農(nóng)交會,帶著優(yōu)質(zhì)的山地特色農(nóng)產(chǎn)品闖出更廣闊的市場。
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農(nóng)機網(wǎng) 會展快訊】 重慶地處中國西南內(nèi)陸、長江上游。細(xì)觀重慶的地貌,山地丘陵占據(jù)了近 98%的面積,地質(zhì)學(xué)家稱之為“平行谷嶺”。層次豐富的地形結(jié)構(gòu)使得重慶的氣候多變,進而也造就了適應(yīng)多種農(nóng)作物生長的自然環(huán)境,為出產(chǎn)具有山地特色的優(yōu)質(zhì)
農(nóng)產(chǎn)品提供了得天獨厚的條件。
正是因為深居山區(qū),擁有獨特的自然資源稟賦,重慶發(fā)展起了巴渝現(xiàn)代山地特色高效農(nóng)業(yè)。但由于過去缺乏知名的農(nóng)業(yè)品牌,重慶出產(chǎn)的農(nóng)產(chǎn)品盡管質(zhì)優(yōu)價廉,在全國市場上卻沒有足夠的辨識度,農(nóng)業(yè)品牌雜而不精,這些都成為了制約當(dāng)?shù)剞r(nóng)業(yè)發(fā)展的絆腳石。為改變不利的發(fā)展局面,近年來重慶市在農(nóng)業(yè)品牌建設(shè)上苦下了一番功夫。
01
政府背書 “巴味渝珍”助力
重慶農(nóng)產(chǎn)品走出價值洼地
作為中國年輕的直轄市,重慶是名副其實的農(nóng)業(yè)大市。2020年,第十八屆中國國際農(nóng)產(chǎn)品交易會(下文簡稱“中國農(nóng)交會”)在重慶舉辦,展館占地面積達到了 20.4 萬平方米,吸引了14390家企業(yè)參展,總交易額高達 418 億元。而在這份靚麗的成績單中,來自重慶的農(nóng)業(yè)企業(yè)和品牌參展面積達 7107平方米,眾多優(yōu)秀農(nóng)業(yè)企業(yè)帶來了7000余種優(yōu)質(zhì)農(nóng)產(chǎn)品,參展品類覆蓋果蔬、糧油、畜禽、糖酒食品、農(nóng)業(yè)機械、現(xiàn)代農(nóng)業(yè),充分展示了重慶作為農(nóng)業(yè)大市新時代的發(fā)展碩果。據(jù)悉,重慶在這屆展會上簽約了 52 個鄉(xiāng)村振興重大項目,交易金額達 338 億元。
由農(nóng)業(yè)農(nóng)村部主辦的中國農(nóng)交會是展示中國三農(nóng)發(fā)展新成就和農(nóng)業(yè)改革新成果的重要平臺,也是國內(nèi)頗具權(quán)威性、大規(guī)模和影響力大的綜合性農(nóng)業(yè)行業(yè)交易平臺,備受國內(nèi)外農(nóng)業(yè)行業(yè)關(guān)注。兩年來,實施市場化改革后的中國農(nóng)交會也逐漸成為各農(nóng)業(yè)強省、農(nóng)業(yè)大市、現(xiàn)代農(nóng)業(yè)龍頭企業(yè)展現(xiàn)風(fēng)采、交流對話、深化合作的年度盛會。作為第十八屆中國農(nóng)交會的主辦方之一和參與者,重慶交出了一份特別的答卷。
近年來,“品牌強農(nóng)”一直是重慶市農(nóng)業(yè)工作的重心。2018年,為全面貫徹落實黨的十九大精神和《國家質(zhì)量興農(nóng)戰(zhàn)略規(guī)劃(2018—2022年)》,重慶市政府制定了《重慶市農(nóng)業(yè)品種品質(zhì)品牌建設(shè)工程實施方案(2018—2022)》,要求各級相關(guān)部門深入推進農(nóng)業(yè)供給側(cè)結(jié)構(gòu)性改革,著力打造建設(shè)重慶農(nóng)產(chǎn)品品牌體系。
奉節(jié)臍橙、忠縣“忠橙”、巫山脆李、梁平柚、潼南檸檬、巫溪高山土豆 、永川秀芽、榮昌豬、江津花椒……這些出產(chǎn)自重慶的特色農(nóng)產(chǎn)品都帶有濃郁的山地土特產(chǎn)的氣息,如今它們擁有了一個共同的商標(biāo)“巴味渝珍”。
“巴味”傳達重慶人的人生況味,“渝珍”則指的是重慶出產(chǎn)的山珍百味,品牌口號“活得濃墨重彩吃得淋漓痛快”不僅帶有強烈的重慶生活印記,也詮釋了“巴味渝珍”品牌設(shè)立的初心。
2020年11月28日,在第十八屆中國農(nóng)交會上,重慶市農(nóng)業(yè)農(nóng)村委員會舉辦了一場運營推廣發(fā)布會,正式向社會發(fā)布了重慶市打造的農(nóng)產(chǎn)品區(qū)域公用品牌“巴味渝珍”。這是中國省級層面、全品類農(nóng)產(chǎn)品區(qū)域公用品牌。重慶市希望在未來幾年建起一套以市級農(nóng)產(chǎn)品區(qū)域公用品牌“巴味渝珍”為龍頭、區(qū)縣級農(nóng)產(chǎn)品區(qū)域公用品牌為支撐、國家級和市級農(nóng)業(yè)龍頭企業(yè)產(chǎn)品品牌為主體的重慶農(nóng)產(chǎn)品品牌體系。通過國家級農(nóng)業(yè)平臺,推動“巴味渝珍”品牌進軍全國市場,也標(biāo)志著重慶市農(nóng)業(yè)品牌建設(shè)邁上了新的臺階。
作為一張重慶的新名片,“巴味渝珍”初次在中國農(nóng)交會的舞臺亮相之時就備受市場關(guān)注,這是以重慶市政府公信力背書練就的一套品牌組合拳,將重慶優(yōu)質(zhì)的農(nóng)產(chǎn)品資源集聚,以整體形象搏擊全國市場。
早在2017 年,重慶市政府開始低調(diào)地打造涵蓋水果、茶葉、蔬菜、大米、禽蛋、休閑食品、調(diào)味品、中藥材及水產(chǎn)類、肉類等十大品牌系列的“巴味渝珍”品牌。打造這樣一套覆蓋全品類的品牌體系,不僅能為當(dāng)?shù)剞r(nóng)產(chǎn)品品牌注入濃厚的文化底蘊,同時整合建立的一套質(zhì)量標(biāo)準(zhǔn)為農(nóng)業(yè)經(jīng)營者提質(zhì)升級提供了內(nèi)生動力。
獲得了“巴味渝珍”品牌授權(quán)的產(chǎn)品都將擁有一個張貼在產(chǎn)品外包裝上的專屬“身份證”——具有防偽和質(zhì)量安全追溯功能的量子云碼,消費者掃描量子云碼,就能直觀看到農(nóng)產(chǎn)品的認(rèn)證信息和質(zhì)量溯源信息。重慶市農(nóng)業(yè)農(nóng)村委市場品牌處處長羅松在接受采訪時介紹,為保證“巴味渝珍”品牌產(chǎn)品的品質(zhì),除了制定了嚴(yán)格的品牌管理、商標(biāo)實施、品牌準(zhǔn)入準(zhǔn)出機制等相關(guān)規(guī)定,管理機構(gòu)還將設(shè)立定期篩查制度以保障入選產(chǎn)品的品質(zhì)。
截至 2020 年 10 月,共有來自 238 家重慶企業(yè)的 499 個產(chǎn)品獲得了“巴味渝珍”的品牌授權(quán)。在第十八屆中國農(nóng)交會上,重慶匯達檸檬科技集團有限公司、重慶派森百橙汁有限公司、重慶市磁器口陳麻花食品有限公司、重慶市美亨柚子種植股份合作社、重慶市二圣茶業(yè)有限公司、重慶市魚泉榨菜(集團)有限公司等11家企業(yè)獲得“巴味渝珍”品牌授權(quán)。其中,重慶市二圣茶業(yè)有限公司的“巴南銀針”榮獲上屆農(nóng)交會的最具影響力品牌獎項,成為產(chǎn)業(yè)興農(nóng)、品牌強農(nóng)、促推鄉(xiāng)村振興的典范之一。未來,“巴味渝珍”必將成為助力重慶農(nóng)產(chǎn)品走出價值洼地,提升產(chǎn)品附加值的重要抓手。
02
立足優(yōu)勢,做足特色,給足支持
品牌強農(nóng)邁向更廣天地
當(dāng)前,中國農(nóng)業(yè)正經(jīng)歷著從“量變”轉(zhuǎn)向“質(zhì)變”的發(fā)展過程,中國近年來實施農(nóng)業(yè)供給側(cè)結(jié)構(gòu)性改革初見成效,農(nóng)業(yè)生產(chǎn)從增產(chǎn)導(dǎo)向轉(zhuǎn)向提質(zhì)導(dǎo)向。隨著中國經(jīng)濟的飛速發(fā)展,百姓收入大幅提高,社會生活性消費需求也在不斷升級。
重慶市委副書記、市長唐良智曾在廣泛深入調(diào)研當(dāng)?shù)氐霓r(nóng)業(yè)發(fā)展情況時指出,重慶的山地農(nóng)業(yè)應(yīng)當(dāng)是“多品種、小規(guī)模、高品質(zhì)、好價錢”。“好價錢”是市場決定的。如果能做好特色農(nóng)產(chǎn)品的品牌建設(shè),打造受消費者喜愛和信賴的品牌,價格自然能水漲船高。
重慶探索舉全市之力以組合拳形式創(chuàng)造省級層面覆蓋全域全品類全產(chǎn)業(yè)的農(nóng)產(chǎn)品區(qū)域公用品牌“巴味渝珍”,不僅是突破固有思維大膽創(chuàng)新,踐行中央“品牌強農(nóng)”的戰(zhàn)略部署,更是在探索中國農(nóng)業(yè)的新生態(tài),它的經(jīng)驗將開啟未來中國農(nóng)業(yè)品牌化建設(shè)的新常態(tài)。
重慶市在創(chuàng)立“巴味渝珍”品牌后,在線下,建設(shè)了135家“巴味渝珍”形象展示店;在線上,打造了“巴味渝珍”電商平臺,與京東、阿里等合作推進農(nóng)產(chǎn)品網(wǎng)銷行動。通過線上線下雙管齊下的營銷渠道建設(shè),不斷提升“巴味渝珍”品牌知名度、影響力。目前,經(jīng)“巴味渝珍”品牌授權(quán)的“重慶造”農(nóng)產(chǎn)品已有568個,據(jù)估算其年銷售收入超過50億元。
恰逢市場需求升級的歷史機遇,增強區(qū)域品牌的市場核心競爭力不僅能提高當(dāng)?shù)剞r(nóng)業(yè)經(jīng)濟效益、帶動當(dāng)?shù)剞r(nóng)業(yè)生產(chǎn)者增收致富,也是滿足當(dāng)下百姓需求,打造出百姓信得過的農(nóng)業(yè)品牌。而提升農(nóng)業(yè)品牌價值能助力農(nóng)村經(jīng)濟轉(zhuǎn)型、農(nóng)民增收致富,讓優(yōu)質(zhì)的農(nóng)產(chǎn)品獲得與之匹配的更高收益,讓農(nóng)產(chǎn)品市場真正做到優(yōu)勝劣汰,是越來越多農(nóng)業(yè)經(jīng)營者的共識,中央這些年推進“品牌強農(nóng)”也正是著意于此。
2018 年,為貫徹落實中央精神,深入推進品牌強農(nóng),農(nóng)業(yè)農(nóng)村部發(fā)布的《農(nóng)業(yè)農(nóng)村部關(guān)于加快推進品牌強農(nóng)的意見》指出,“品牌建設(shè)貫穿農(nóng)業(yè)全產(chǎn)業(yè)鏈,是助推農(nóng)業(yè)轉(zhuǎn)型升級、提質(zhì)增效的重要支撐和持久動力。”三年時間過去,中國農(nóng)業(yè)品牌化之路已逐步走上了正軌。
近些年,在政府強有力的政策支持下,中國農(nóng)業(yè)品牌如雨后春筍般涌現(xiàn)。“農(nóng)業(yè)品牌穩(wěn)增長,特色品牌穩(wěn)發(fā)展”是《2020 中國區(qū)域農(nóng)業(yè)品牌發(fā)展報告》對農(nóng)業(yè)發(fā)展現(xiàn)狀的評價。據(jù)統(tǒng)計,中國農(nóng)產(chǎn)品注冊商標(biāo)數(shù)量已超過了 500 萬件。但在農(nóng)業(yè)品牌數(shù)量呈爆發(fā)式增長的同時,農(nóng)業(yè)品牌“雜而不亮”“小而不強”“泛而不精”“脫離市場”等問題卻也逐漸凸顯。
在中國農(nóng)業(yè)供給側(cè)改革的過程中,增品種、提品質(zhì)、創(chuàng)品牌是農(nóng)業(yè)農(nóng)村經(jīng)濟發(fā)展的重要引擎,缺一不可。如今,在政府的政策引導(dǎo)下,重慶的農(nóng)業(yè)品牌已在全國打響了帶有濃郁地方特色的名號。
在不久前,上海舉辦的中國品牌日活動上,重慶市發(fā)展改革委相關(guān)負(fù)責(zé)人介紹,“重慶有效注冊商標(biāo)位居西部第二位,地理標(biāo)志位居全國第六、西部第二位。三次產(chǎn)業(yè)集群品牌體系競相發(fā)展,品牌影響力不斷擴大。”其中,截至2020年末,重慶農(nóng)產(chǎn)品注冊商標(biāo)從3.2萬件增長到9.5萬件,已成為了名副其實的“農(nóng)業(yè)品牌”大市。
為了向市場重點推介國家級龍頭企業(yè)和發(fā)展?jié)摿Υ蟮拇砥髽I(yè),展示品牌農(nóng)產(chǎn)品,第十八屆中國農(nóng)交會舉辦了農(nóng)業(yè)企業(yè)品牌專場推介活動。推介專場活動發(fā)布了全國農(nóng)業(yè)企業(yè)行業(yè) TOP10 龍頭品牌,涉及糧食、畜牧、水產(chǎn)、農(nóng)墾、乳品、禽蛋、蔬菜、水果及果品加工、油料、茶葉、中藥材、林特共 12 大類,共 120 家企業(yè)上榜,其中包括 4 家重慶企業(yè)。重慶市魚泉榨菜(集團)有限公司、重慶匯達檸檬科技集團有限公司、重慶派森百橙汁有限公司、重慶凱揚農(nóng)業(yè)開發(fā)有限公司分別被中國農(nóng)交會推介為蔬菜類、水果類、林特類優(yōu)秀企業(yè)品牌。
當(dāng)前,重慶農(nóng)業(yè)的發(fā)展勢頭強勁。重慶市正著力重點發(fā)展柑橘、榨菜、檸檬、生態(tài)畜牧、生態(tài)漁業(yè)、茶葉、中藥材、調(diào)味品、特色水果、特色糧油等十大山地特色高效產(chǎn)業(yè)集群,計劃打造 20 個重點現(xiàn)代農(nóng)業(yè)產(chǎn)業(yè)園,培育 100 個以上年產(chǎn)值超過億元的加工龍頭企業(yè)。
除了打造“巴味渝珍”農(nóng)產(chǎn)品品牌,重慶市還著力發(fā)展渝東北三峽庫區(qū)柑橘、茶葉、中藥材等優(yōu)勢產(chǎn)業(yè),做優(yōu)“三峽”特色高效農(nóng)業(yè),推動形成“三峽”品牌集群效應(yīng)。除此之外,“提升一產(chǎn)、做優(yōu)二產(chǎn)、壯大三產(chǎn)”,形成一個完整的品牌產(chǎn)業(yè)鏈,重慶市圍繞農(nóng)業(yè)產(chǎn)業(yè)推動農(nóng)產(chǎn)品深加工以及鄉(xiāng)村旅游發(fā)展,大大地提升了農(nóng)業(yè)產(chǎn)業(yè)附加值。
今年年初,重慶市發(fā)布的政府工作報告提及“全面推進鄉(xiāng)村振興”的工作任務(wù)時強調(diào),“提高農(nóng)業(yè)效益和競爭力”“做強農(nóng)業(yè)品牌,實施農(nóng)業(yè)品牌提升工程,推廣‘巴味渝珍’、‘三峽’等區(qū)域公用品牌。
2021 年是中國“十三五”的收官之年,也是邁進“十四五”新時期的開局之年。今年年初,中央發(fā)布一號文件強調(diào)要全面推進鄉(xiāng)村振興,加快農(nóng)業(yè)農(nóng)村現(xiàn)代化,鞏固脫貧攻堅的成果。借力國家級平臺,提升農(nóng)業(yè)品牌價值,必將能夠助力地方政府實現(xiàn)新時代農(nóng)業(yè)發(fā)展的目標(biāo)。
第十九屆中國農(nóng)交會將于2021年11月12至15日在深圳舉辦。深圳是粵港澳大灣區(qū)的重要城市節(jié)點,也是國際市場連接中國的門戶所在。重慶將帶著“巴味渝珍”等農(nóng)業(yè)品牌再次亮相農(nóng)交會,帶著優(yōu)質(zhì)的山地特色農(nóng)產(chǎn)品闖出更廣闊的市場。
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