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“达意”牌蜂王浆、“新当湖”牌蘑菇、“双龙”牌葡萄……一大批浙江平湖本地农产品品牌逐渐叫响,这让人们的消费观念也悄然发生变化,一向精打细算的“马大嫂”们也开始看牌子买菜,农产品由此进入了品牌时代。
农产品“品牌热”来了
如今浙江平湖农产品已进入了品牌发展时期:农贸市场菜农们自发地吆喝兜售原产地产品,在超市市民们也开始了挑牌子购买农产品,品牌意识逐渐深入人心。
浙江平湖黄姑双龙葡萄园艺有限公司每年七八月问,每天都有30吨贴着“双龙”商标的葡萄进入上海沃尔玛和易初莲花等大型超市。公司副经理黄江明说,品牌意识成就了“双龙”的今天。早在1999年公司成立之初,公司领导就强烈意识到,走效益农业之路的重要,农产品也要有品牌!于是,公司申请注册“双龙”为商标,精心经营“双龙”,使其成为上海大市场一张顶呱呱的“平湖产”名片。
浙江平湖除了“双龙”葡萄,“金平湖”大米、“油菜花”蜂王浆、“新当湖”蘑菇、“达意”龟鳖等产品外,还有越来越多的其他农产品被冠以响亮的名字出入各大市场。短短几年间,全市拥有农副产品有效注册商标91件,商标使用率也稳定55%左右,远高于当地商标的平均使用水平,其中“金平湖”、“油菜花”等7件商标先后被评为嘉兴市级著名商标。
“品牌就是效益!”
说起品牌带来的经济效益,经营甲鱼养殖的浙江亿达生物科技有限公司副总经理陆永明算了一笔账,“一般温室养殖的无商标甲鱼每公斤卖30元至32元,而‘达意’牌甲鱼每公斤可卖到36元至40元。”2004年,“达意”商标成功被评为嘉兴市著名商标,走上品牌化经营之路的亿达公司在短短不到两年时间一鼓作气完成了产品从低端到高端的转型,目前公司产品涉及热带观赏鱼、巴西彩龟等多种门类,产品供不应求,与此同时品牌的无形价值也在快速增长,“达意”商标今年更有希望成为平湖农产品首个浙江省著名商标。
以品牌引领农业产业化,极大地提升农产品的档次和附加值。新埭镇星光西瓜基地的王中明原先种植的西瓜装筐就卖,价钱总也卖不高,这几年西瓜打上“星秀”牌统一装箱出售,每公斤西瓜能卖到5元,一亩西瓜收入一万元,效益比以往至少增加40%。像王中明一样使用“星秀”商标提高农产品档次的,在新埭镇有近60户果蔬种植大户。西瓜打品牌是新埭镇农科站的一个创意,2001年8月,该镇农科站农技服务部注册了“星秀”图形商标,让农民实行品牌共享,全镇所有果蔬种植户只要按统一标准生产、统一包装,都可使用该商标。在实施品牌战略的同时,全镇还建立规范统一的生产标准,使无公害、高品质与品牌相结合,提高新埭农产品市场竞争力。去年,全镇共销售“星秀”农产品3081吨,产值980万元,利润392万元。
品牌热下的冷思考
从单个农户的分散经营到统一包装、品牌营销,的确是农产品销售的一次飞跃,也是现代农业产业化发展的迫切需要。平湖工商局商广科科长分析,当前多数农户还停留在一家一户承包土地的方式进行生产,品牌共享程度不高,这就直接制约了打品牌、创名牌。但农产品种类繁多的特点决定了农业品牌完全可以共享。以平湖的特色农产品西瓜为例,就拥有“卫星”、“金平湖”、“星秀”、“禾平地”等多个具有一定知名度的品牌,但由于各自为政的结果,就无法形成“1+1>2”的合力。
农业要走品牌化之路,提升农产品市场竞争力,还需要当地政府部门加强引导,整合各类农产品品牌推进品牌共享,同时加大培育名牌力度。农民专业合作社、农科部门等组织机构应当发挥桥梁纽带作用,把一家一户的小生产集中起来打品牌,以质量为基础加强品牌培育,逐渐把大品牌做得更响更强,推进农业产业化发展。
Brand Strategy Seeks Bigger Market Share
As agriculture develops further in Pinghu, local farmers have marketed their name brands to attract more consumers. The strategy has been widely adopted by producers and vendors. Vendors in vegetable markets holler the origins of vegetables to make good sales and supermarkets sell farm produce with brand names in nice packages. Nowadays businesses in Pinghu own 91 registered trademarks for farm produce. For example, Double Dragon is a trademark of a grape company in Pinghu. In the high season, it sends 30 tons of grapes to supermarkets and shopping malls in Shanghai, all bearing the trademark of Double Dragon.
“Brand name”strategy is a rational choice for better profitability by many local producers. For these businesses, brand means money. A watermelon production base in Xindai Town nowadays sells its watermelons with a trademark and packed in nice cartons. This strategy has heightened the profitability of watermelons by 40%. The brand is now shared by nearly 60 household producers in town so long as their products are up to the standard maintained by the town’s farming technology station.
This brand-sharing strategy is now being promoted across the city’s rural area. As production is done by family farms, it would be unrealistic for each farm to market its own trademark. The next step, in the eyes of the local government, is to promote this brand-sharing strategy and put an effective system in place so that all the products are up to unified standards to enable Pinghu farm produce to seize a bigger share on a broader consumer market in neighboring large cities.
(Translated by David)
农产品“品牌热”来了
如今浙江平湖农产品已进入了品牌发展时期:农贸市场菜农们自发地吆喝兜售原产地产品,在超市市民们也开始了挑牌子购买农产品,品牌意识逐渐深入人心。
![](https://www.soolun.com/img/pic.php?url=http://img.resource.qikan.cn/qkimages/whjl/whjl200606/whjl20060623-1-l.jpg)
浙江平湖黄姑双龙葡萄园艺有限公司每年七八月问,每天都有30吨贴着“双龙”商标的葡萄进入上海沃尔玛和易初莲花等大型超市。公司副经理黄江明说,品牌意识成就了“双龙”的今天。早在1999年公司成立之初,公司领导就强烈意识到,走效益农业之路的重要,农产品也要有品牌!于是,公司申请注册“双龙”为商标,精心经营“双龙”,使其成为上海大市场一张顶呱呱的“平湖产”名片。
浙江平湖除了“双龙”葡萄,“金平湖”大米、“油菜花”蜂王浆、“新当湖”蘑菇、“达意”龟鳖等产品外,还有越来越多的其他农产品被冠以响亮的名字出入各大市场。短短几年间,全市拥有农副产品有效注册商标91件,商标使用率也稳定55%左右,远高于当地商标的平均使用水平,其中“金平湖”、“油菜花”等7件商标先后被评为嘉兴市级著名商标。
“品牌就是效益!”
说起品牌带来的经济效益,经营甲鱼养殖的浙江亿达生物科技有限公司副总经理陆永明算了一笔账,“一般温室养殖的无商标甲鱼每公斤卖30元至32元,而‘达意’牌甲鱼每公斤可卖到36元至40元。”2004年,“达意”商标成功被评为嘉兴市著名商标,走上品牌化经营之路的亿达公司在短短不到两年时间一鼓作气完成了产品从低端到高端的转型,目前公司产品涉及热带观赏鱼、巴西彩龟等多种门类,产品供不应求,与此同时品牌的无形价值也在快速增长,“达意”商标今年更有希望成为平湖农产品首个浙江省著名商标。
以品牌引领农业产业化,极大地提升农产品的档次和附加值。新埭镇星光西瓜基地的王中明原先种植的西瓜装筐就卖,价钱总也卖不高,这几年西瓜打上“星秀”牌统一装箱出售,每公斤西瓜能卖到5元,一亩西瓜收入一万元,效益比以往至少增加40%。像王中明一样使用“星秀”商标提高农产品档次的,在新埭镇有近60户果蔬种植大户。西瓜打品牌是新埭镇农科站的一个创意,2001年8月,该镇农科站农技服务部注册了“星秀”图形商标,让农民实行品牌共享,全镇所有果蔬种植户只要按统一标准生产、统一包装,都可使用该商标。在实施品牌战略的同时,全镇还建立规范统一的生产标准,使无公害、高品质与品牌相结合,提高新埭农产品市场竞争力。去年,全镇共销售“星秀”农产品3081吨,产值980万元,利润392万元。
品牌热下的冷思考
从单个农户的分散经营到统一包装、品牌营销,的确是农产品销售的一次飞跃,也是现代农业产业化发展的迫切需要。平湖工商局商广科科长分析,当前多数农户还停留在一家一户承包土地的方式进行生产,品牌共享程度不高,这就直接制约了打品牌、创名牌。但农产品种类繁多的特点决定了农业品牌完全可以共享。以平湖的特色农产品西瓜为例,就拥有“卫星”、“金平湖”、“星秀”、“禾平地”等多个具有一定知名度的品牌,但由于各自为政的结果,就无法形成“1+1>2”的合力。
![](https://www.soolun.com/img/pic.php?url=http://img.resource.qikan.cn/qkimages/whjl/whjl200606/whjl20060623-2-l.jpg)
农业要走品牌化之路,提升农产品市场竞争力,还需要当地政府部门加强引导,整合各类农产品品牌推进品牌共享,同时加大培育名牌力度。农民专业合作社、农科部门等组织机构应当发挥桥梁纽带作用,把一家一户的小生产集中起来打品牌,以质量为基础加强品牌培育,逐渐把大品牌做得更响更强,推进农业产业化发展。
Brand Strategy Seeks Bigger Market Share
As agriculture develops further in Pinghu, local farmers have marketed their name brands to attract more consumers. The strategy has been widely adopted by producers and vendors. Vendors in vegetable markets holler the origins of vegetables to make good sales and supermarkets sell farm produce with brand names in nice packages. Nowadays businesses in Pinghu own 91 registered trademarks for farm produce. For example, Double Dragon is a trademark of a grape company in Pinghu. In the high season, it sends 30 tons of grapes to supermarkets and shopping malls in Shanghai, all bearing the trademark of Double Dragon.
“Brand name”strategy is a rational choice for better profitability by many local producers. For these businesses, brand means money. A watermelon production base in Xindai Town nowadays sells its watermelons with a trademark and packed in nice cartons. This strategy has heightened the profitability of watermelons by 40%. The brand is now shared by nearly 60 household producers in town so long as their products are up to the standard maintained by the town’s farming technology station.
This brand-sharing strategy is now being promoted across the city’s rural area. As production is done by family farms, it would be unrealistic for each farm to market its own trademark. The next step, in the eyes of the local government, is to promote this brand-sharing strategy and put an effective system in place so that all the products are up to unified standards to enable Pinghu farm produce to seize a bigger share on a broader consumer market in neighboring large cities.
(Translated by David)