On May 10th, the launch of Heilongjiang Agricultural Products Marketing competition and the exchange of farmers’ entrepreneurial experience was held. Lu Hao, the mayor of Heilongjiang province, attended the event and talked about marketing “classics” to nearly 10,000 farmers entrepreneurs and heads of agricultural business entities in the province through television and telephone meetings “.
The pictures in this article are all from WeChat public account “political affairs”
“Political Affairs” (WeChat ID:gcxxjgzh) noticed that this was Lu Hao’s third speech at the provincial farmers’ entrepreneurship conference, what is different from the previous two is that this time there is only one theme-how to deal with the reform of grain purchasing and storage system, so that agricultural products in Heilongjiang can not only be sold, but also sell well, driving farmers to increase their income continuously.
As we all know, Heilongjiang is a major agricultural province with favorable agricultural conditions and favorable conditions. It is located in Songnen plain and Sanjiang plain, one of the three major black soil belts in the world. It has large rivers such as Heilongjiang, Songhua River, Wusuli River and Nenjiang River with fertile soil, the temperature difference between day and night is large, the diseases, pests and weeds are few, and the organic matter content is high. The NORTH LATITUDE-45-degree temperate cold land is closed for half a year, allowing the field to recuperate and survive, ensuring the nutrition and health of agricultural products, and the taste is sweet and mellow.
Over the years, the vast number of farmers in Heilongjiang have continuously increased their income by selling grain to the country under the background that the country has continuously raised the purchase price of grain. However, the country implemented the soybean target price reform the year before last, last year, the temporary storage purchase of corn, which had been implemented for 9 years, was canceled, and the separation of market pricing and price compensation was implemented. The lowest purchase price of rice this year will also be lowered for the first time, many farmers don’t know who they sell corn to, and they want to adjust the planting structure and don’t know what kind of corn is sold after planting.
In the face of challenges, Lu Hao held three TV telephone conferences on farmers’ entrepreneurship in the province in the past two years. This time, he concentrated on marketing for the majority of farmers, mobilized and encouraged everyone to enter the market, and sold Heilongjiang green organic agricultural products to the national market, sell well and achieve more income.
He said, “We are engaged in various industrial activities such as planting, breeding, sales and processing that can increase income and sell the produced agricultural products to the market at a higher price than the government’s minimum purchase price, they are all called farmers’ entrepreneurship, which is the endogenous motivation for Longjiang farmers to become rich.” In recent years, the entrepreneurship of farmers in Heilongjiang has shown a good momentum. “When the farmers’ entrepreneurship conference was held for the first time, it took a lot of effort to find a speech. Now various types of entrepreneurship models emerge one after another, it’s very exciting to hear.”
“Political Affairs” (WeChat ID:gcxxjgzh) noticed that Longjiang’s public statistics showed that the province’s farmers’ entrepreneurial income last year was 22.76 billion yuan, an increase of%; In the first quarter of this year, farmers’ entrepreneurial income was 14.96 billion yuan, the increase was 39.2%, which effectively made up for the impact of the reduction of the corn harvest and storage system reform on farmers after the price drop.
Lu Hao said, “in 2016, the purchase price of corn dropped by 1 percent per catty, and the total income of farmers in the whole province decreased by 13 billion percent. However, we have 60 billion catties of good rice, and the national minimum purchase price in 2016 was 1.55 yuan per catty, if sold to the market, sell 1 yuan more per catty, that is 60 billion, sell 2 yuan more per catty, that is 120 billion. In the past, the purchase price of soybeans was 2.4 yuan per catty, which could be sold online for 7 or 8 yuan. We have 10 billion catties of good soybeans.”
Lu Hao then cited the examples of the three main crops of Longjiang, namely corn, rice and soybean, emphasizing the necessity and direction of agricultural product marketing. “corn mainly relies on deep processing to extend the industrial chain, but it can also be used to grow fresh corn, without deep processing, the value chain can be improved. Fresh corn is like fruit corn and sticky corn rich in Longjiang. It costs six or seven yuan a stick, not selling on catties, but selling on sticks. Isn’t this the value chain? But are we doing enough? Rice mainly relies on improving the value chain to obtain more income, that is, to build brands and strengthen marketing, it can completely sell good rice at a good price. Soybeans can not only extend the industrial chain by deep processing such as processed soybean products, but also sell soybeans at a good price by highlighting the selling points of non-Transgene, high protein and edible type.” He said, “today (May 10th) is mainly about how to sell well. I have paid more than a dozen, and let’s say one by one”.
“Political Affairs” (WeChat ID:gcxxjgzh) noticed how agricultural products can be sold well. Lu Hao summarized 16 items at the scene, including “continuous research on market changes”, “Cultivate big brands with geographical signs”, “use enough, use enough Internet”, “willing to spend money to invite marketing experts, build marketing channels, and study marketing”, “Be good at integrating into the business activities of city people” and so on.
When explaining these 16 articles, Lu Hao put forward no less than five requirements for grassroots cadres such as village head, township head and county head.
First, when explaining the article “to sell well, we must continue to study market changes”, Lu Hao analyzed the latest consumption trend reports of international authoritative market research institutions such as McKinsey and Nielsen, “Many cadres do not pay attention to the research reports of institutions like Nelson and the changes of market development trends. Farmers may not be familiar with them. In the future, they should master more changes in these industries, just as you are familiar with when tea table leaves and what seeds are good for crops”.
He said, “I seldom receive these publicly released Industry Development reports from our industry departments. This is not good. How can I do a good job without in-depth study of these? It is not exactly the same thing that the point investigation and the overall research are combined. You can’t just shout slogans. You can’t earn money by shouting slogans. What good jobs do you do by shouting slogans? To study specific work.”
Secondly, when explaining the article “cultivating big brands through property right reorganization, contract use, franchise and other methods, combined with geographical signs”, Lu Hao said, “I hope the county governors will spend some energy on studying these things (documents such as” measures for franchise management of trademarks (brands) of specific organizations “and related policies such as cultivating big brands in combination with geographical indications). People always say that Longjiang agricultural products have many brands and are scattered, but there is not enough research on how to cultivate big brands. For this reason, the provincial government has spent a lot of energy to study the published documents. Everyone should carefully look at them, “he said,” We should strengthen our study according to the requirements put forward by General Secretary Xi, especially the township head and county head, and pay more attention to studying policies and documents related to our work.”
Thirdly, when explaining the article “use enough internet to combine the use of foreign e-commerce platforms with the establishment of local e-commerce platforms”, Lu Hao criticized the cadres who refused to accept technological progress, “In the face of new technological changes, every individual is small. If you refuse it, it will be eliminated”.
He described that if there are cadres who are not good at using or even despise the Internet, it is like unwilling to use smart phones, and they have to use the “cellular phone” more than 20 years ago, “it is essentially the same”.
Fourthly, when explaining the article “willing to spend time studying marketing”, Lu Hao said that some scholars proposed that knowledge can be divided into hard knowledge and soft knowledge, and marketing undoubtedly belongs to “soft knowledge”, we need to spend energy on study and improve the specialization level of government work, “If our cadres only work with approval-style power and do not study the problems of work and industry development, sooner or later, it will be eliminated by the constantly reformed government.”
Fifth, when explaining the article “observing and studying the lifestyle of the city people and being good at integrating into the business activities of the city people”, Lu Hao looked at the farmer friend wearing a suit in the venue and said with a smile, “wear a good suit, tie well, otherwise good rice can hardly be sold to high-end communities in the city and sold at a good price.”
He went on to say that when he first came to Longjiang to the rice seedling greenhouse, he was shocked by the fragrance of rice flowers. He also said half jokingly that now he can use his mobile phone to show the whole process of crop planting. If he has more skills, he will develop intelligent marketing equipment that simulates the smell of rice flowers, it must be beneficial to the sales of Longjiang rice and other agricultural products. “If you can smell the smell of our rice fragrance from mobile terminal sensing devices like mobile phones, then it will be amazing and scientific and technological personnel can study it.”
Lu Hao’s 16 “magic tricks” for Heilongjiang Agricultural marketing “:
First, continue to study market changes and what changes people in the city are eating now;
The second is to show the ecological advantages of Longjiang and feel the natural guarantee of Longjiang agriculture;
The third is to cultivate big brands by means of property right reorganization, contract use, franchise and so on;
Fourth, use enough internet to combine the use of foreign e-commerce platforms with the establishment of local e-commerce platforms;
Fifth, make good use of various marketing methods such as crowdfunding and auction;
The sixth is to customize marketing with good individuals and groups to give consumers a sense of intimacy and good feelings;
Seven is willing to spend money to invite marketing experts to hire college students who master new technologies;
Eight is willing to spend money to build marketing channels, which should not only pay attention to offline flagship stores and specialty stores, but also pay attention to new online methods;
The ninth is willing to spend time studying marketing and pay attention to the new trend of industry development in the reports of authoritative market research institutions such as McKinsey, Nelson and agricultural research center of the Ministry of Agriculture;
Ten is to organize farmers together, constantly innovate the main body of management, and increase the marketing function of agricultural machinery and other production cooperatives;
Eleven is to observe and study the lifestyle of the city people and be good at integrating into the business activities of the city people;
Twelve is to market products to the final consumption link, for example, rice marketing should show the taste and aroma of Rice;
Thirteen is to attach importance to product packaging and introduction of key points of core advantages, such as organic product certification by authoritative organizations;
Fourteen is to strengthen financial support;
The fifteenth is to learn advanced experience of foreign agricultural product marketing, such as product display in Japanese rice retail stores;
The sixteenth is that the government should re-plan, build platforms and build channels to guide and do practical things for farmers.
4171
on May 10, the launch of Heilongjiang Agricultural Products Marketing competition and the exchange meeting of farmers’ entrepreneurial experience were held. Lu Hao, the mayor of Heilongjiang province, attended the event and talked about marketing to nearly 10,000 farmers entrepreneurs and heads of agricultural business entities in the province through television and telephone meetings.