E-commerce development for agricultural products needs to focus on a branding strategy

At the agricultural products e-commerce sub-forum of the "2014 China E-commerce Development Summit" held recently, several experts said that the current domestic e-commerce field lacks competitive agricultural product brands, and as agricultural product e-commerce, establishing a branding strategy is very necessary.

Sui Bin, director of the National Agricultural Exhibition Center of the Ministry of Agriculture, believes that competition in agricultural product e-commerce is already very fierce and will become even more intense next, and if enterprises want to remain invincible amid fierce competition among many players and achieve greater development, adopting a branding strategy is crucial.

Xie Qiang, general manager of the CCTV.com e-commerce mall, said: "Domestically, there is a lack of professional platforms for establishing geographical indication products and branded goods, enterprises have fallen into long-term homogeneous competition, and they have lost differentiated brand value."

Xie Qiang gave an example, saying that "A Bite of China" is a very good case of brand building, "It has three advantages: first, it can quickly establish the image of the brand; second, it conveys the brand to merchants; third, it has a strong appeal to merchants." He said bluntly that through brand publicity and promotion, it attracted many merchants to join the CCTV.com mall's "China Good Products."

As for how agricultural product e-commerce can implement a branding strategy well, Sui Bin suggested that, first, the scope of business operated by merchants should be determined as high-quality branded agricultural products, which is the foundation for building brand points. Second, service content and methods must be standardized, convenient and efficient, gradually improving customer awareness and satisfaction. Third, learn from and draw on the operation and management experience of advanced domestic and international e-commerce companies, continuously improve their own business development and management capabilities, and make their own brands bigger and stronger.