深挖地标农产品价值潜能

Core Insights - The article discusses the implementation plan issued by the Ministry of Agriculture and Rural Affairs and ten other departments to promote agricultural product consumption, focusing on optimizing supply, innovating circulation, and activating market demand [1] - Geographical indication agricultural products are highlighted as a key area for consumption growth, with unique flavors and quality that align with current consumer trends towards diversity and quality [1] Group 1: Challenges in Promotion and Consumption - Geographical indication products face challenges such as lack of brand recognition, making it difficult for consumers to identify their core value [2] - Marketing channels are traditional and limited, failing to effectively reach new consumer groups seeking quality and emotional connection [2] - Market order needs improvement, as the phenomenon of "bad money driving out good" undermines consumer trust and industry development [2] Group 2: Strategies for Activation - Emphasis on brand development to enhance the entire industry's added value, moving beyond mere certification to a narrative that connects quality and culture [2] - Establishing a collaborative mechanism between public brands and enterprise product brands to avoid homogenization and enhance overall reputation [2] - Promoting diverse marketing channels to foster a new consumer trend of recognizing and appreciating geographical indication products [2] Group 3: Embracing Digital Transformation - Digitalization is essential for breaking spatial limitations and accurately reaching consumers, thus unlocking consumption potential [3] - Upgrading e-commerce platforms to integrate content dissemination, immersive experiences, and instant consumption [3] - Utilizing agricultural big data to analyze consumer preferences and regional demands, facilitating precise matching of production and sales [3] Group 4: Strengthening Regulatory Governance - Establishing clear industry rules to ensure sustainable development and a collaborative industry landscape [4] - Enhancing quality control and brand protection mechanisms to support local quality management [4] - Promoting a governance ecosystem involving government, enterprises, and producers to maintain market order and brand integrity [4]