江西 加强品牌建设 推动农业高质量发展

Core Viewpoint - The agricultural brand represents a comprehensive reflection of agricultural competitiveness and is a significant indicator of agricultural modernization in Jiangxi Province, which has established a three-tier brand system to leverage its ecological resources for agricultural development [1][2]. Brand System Construction - Jiangxi has developed a three-tier brand system based on the "Ecological Poyang Lake Green Agricultural Products" brand strategy, including a provincial comprehensive public brand "Ganjia Zhengpin" and two single-category public brands "Ganlian" and "Poyang Lake" [2]. - The province has introduced 14 regional public brands and 146 single-category regional public brands, along with thousands of enterprise product brands, creating a well-structured brand system that showcases both bulk and niche agricultural products [2]. Innovative Brand Development Path - Jiangxi has proposed a "six batches" brand development path to promote differentiation, focusing on strengthening well-known brands, cultivating local specialty brands, integrating regional brands, supporting enterprise brands, creating local sentiment brands, and promoting popular products [3]. - The "Six Advances" initiative aims to enhance brand marketing by targeting key consumption scenarios across various sectors [3]. Promotion and Marketing Strategies - The province has conducted extensive promotional activities for the "Ecological Poyang Lake Green Agricultural Products" brand, reaching over 5 billion people, and launched a live-streaming program that attracted 20 million followers [4]. - Jiangxi has established a dedicated e-commerce platform for agricultural products and integrated with major online retail platforms, significantly increasing local farmers' income [4]. Brand Building Effectiveness - The recognition and market value of Jiangxi's regional public brands have increased, with 13 public brands included in the Ministry of Agriculture's brand cultivation plan [5]. - From January to October, the online retail sales of agricultural products in Jiangxi reached 26.099 billion yuan, a year-on-year increase of 14.26%, with 182 products exceeding 10 million yuan in sales [5]. - Jiangxi holds the top position in the national planting and breeding area for 12 agricultural public brands, with several products leading in export value and sales volume [5]. Future Development Plans - Jiangxi plans to continue advancing its three-tier brand system, enhance brand recognition, and cultivate leading enterprises while establishing a comprehensive standard system for brand management and protection [6].