How should brand agriculture develop? The key lies in promoting innovation in business formats such as organizational models

In the face of the practical development of brand agriculture, how to further explore the theoretical, policy, market and technological issues of brand agriculture development concerns the healthy development of brand agriculture and even modern agriculture.

First, brand agriculture is an important component of modern agriculture construction. At present, China's agriculture has reached a critical period of transition from traditional agriculture to modern agriculture, the agricultural product market has reached a period of transition from production-led to consumption-led, and the consumption tier has reached a period of transition from eating enough to eating well. Transforming the agricultural development mode, promoting the transformation of agricultural enterprises, advancing the upgrading of agricultural product consumption, and improving the market competitiveness of high-quality agricultural products all require vigorously strengthening agricultural brand building.

⟦NL> In recent years, China's agricultural production has achieved world-renowned accomplishments. However, the problem of unbalanced regional, structural and seasonal supply of some agricultural products still exists, and the phenomenon of sharp price fluctuations and difficulty in buying and selling some varieties occurs from time to time. To solve these problems, on the one hand, the structure must be adjusted; on the other hand, brands must be established. In practice, some places have taken branding as the guide, with cooperatives and leading enterprises as the foundation, built a high-quality agricultural product production pattern with Chinese characteristics, and embarked on a new path of agricultural development featuring branding, differentiation, standardization and marketization.

Second, developing brand agriculture is a process of optimizing agricultural regional layout and structural adjustment. China has diverse natural ecology and resource endowments, with a long farming civilization and a wide variety of regional specialty agricultural products. The cultivation and development of high-quality branded agricultural products plays an important driving role in regionalized layout and specialized production, and has a clear promoting effect on improving the market competitiveness and market share of advantageous agricultural products. Brand agriculture is a process of development, evolution and upgrading from branded agricultural products to advantageous brand agriculture zones. It is necessary both to cultivate branded agricultural products and to vigorously cultivate advantageous brand production areas. Judging from the situation in some places, advantageous brand production areas have four characteristics: first, the rate of high-quality agricultural products in advantageous production areas is high; second, the quality and safety level of advantageous agricultural products is high; third, the market competitiveness of agricultural products in advantageous production areas is high; fourth, farmers' incomes in advantageous production areas are high.

Third, innovation is the driving force for developing brand agriculture. Innovation is the inexhaustible driving force for agricultural development. To develop brand agriculture, the most important thing is to promote innovation in business formats such as scientific and technological operating mechanisms and agricultural organizational models. With innovation as the driving force, formulate feasible development strategies, policy measures and operation and management mechanisms, cultivate new agricultural operating entities for brand agriculture development, and expand the market space for brand agriculture.

First, vigorously implement the agricultural branding development strategy. Attach importance to the functions and role of brands, further tap the value of brands, and release brand dividends. Second, continue to promote the regional layout of advantageous agricultural products. It is necessary to further tap geographical advantages, climate advantages and species advantages, follow a differentiated development path, and avoid low-level homogeneous competition. Third, increase support for brand creation and development. Actively promote the introduction of policies and measures to support brand agriculture development, with funds and projects tilted toward new operating entities such as farmers' cooperatives and leading enterprises. Fourth, strengthen the cultivation and protection of agricultural intellectual property rights. It is necessary to use the concept of intellectual property rights to promote the implementation of the agricultural branding development strategy. Fifth, improve policies for grading and classification of agricultural products and for high quality at high prices. Establish and improve as soon as possible policy measures for graded and classified management of agricultural products and for high quality at high prices, and protect and mobilize the enthusiasm of agricultural production and operating entities to produce more and better high-quality, safe agricultural products.