A strong agricultural sector requires strong branding. Hebei's Wu'an has pioneered a collaborative approach to brand development, involving government guidance, corporate leadership, channel partnerships, and public engagement to promote the branding, standardization, and marketization of specialty agricultural products, thereby revitalizing rural industries.
Recently, Wu'an unveiled its regional public brand, "Landscapes of Wu'an, Peace in Our Hands," in Beijing, marking its first systematic introduction. Experts view this as a strategic move to drive agricultural supply-side reforms and support rural revitalization through branding.
**Dual-Driven Strategy: Regional and Sub-Brands** Developing regional public brands is crucial for enhancing agricultural value, boosting industrial competitiveness, and facilitating domestic economic circulation. Wu'an, renowned as the "Origin of World Millet and China's Millet Hometown," has prioritized brand-building to upgrade industries, increase farmers' incomes, and stimulate rural economies.
At the launch event, Wu'an introduced its overarching brand alongside the sub-brand "Wu'an Millet: Origin of World Millet." Wu'an Party Secretary Dong Zhiyi explained that the comprehensive brand represents the city’s ecological beauty, cultural richness, and industrial strengths, while the millet sub-brand highlights its heritage in millet cultivation. Together, they form a multi-dimensional branding strategy to propel high-quality development.
**Collaborative Ecosystem for Brand Growth** A regional public brand thrives on coordinated efforts in quality control, distribution channels, and talent development. China Agricultural科学院农产品加工研究所副所长 Fan Bei emphasized that Wu'an's millet is not only a premium agricultural product but also holds potential for medicinal and functional food applications, underpinning its value growth.
Wu'an has partnered with research institutions to develop high-quality millet varieties and expand into value-added products like snacks, liquor, and vinegar. To ensure brand credibility, industry-wide standards aligned with global benchmarks are being established.
E-commerce and logistics infrastructure, including livestreaming hubs and smart warehouses, have been built to connect Wu'an’s products directly with consumers nationwide. Additionally, the city has trained over 1,000 local e-commerce and branding specialists to sustain brand momentum.
**Digital Empowerment for Brand Competitiveness** In the digital economy era, Wu'an integrates e-commerce and new media with its regional brand, leveraging technology to drive rural revitalization. Livestreaming e-commerce has been pivotal in promoting local specialties like millet and enamel cookware.
Moving forward, Wu'an will deepen its branding strategy by reinforcing quality standards, expanding market channels, and enhancing promotional efforts. The goal is to transform ecological and cultural assets into tangible economic strengths, positioning Wu'an as a nationally and globally recognized hub for specialty agricultural products and rural revitalization.
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