The chicken wears a "ring" and the hare hangs "earrings"
In Danjia Village, Wangtan Town, Shaoxing County, it is quite strange for many farmers to wear an aluminum “ring†on the heels of chickens. It turns out that this small mountain village is 800 meters above sea level, and there is a large temperature difference between day and night. The farmer's domestic chickens are placed on the mountain, and the meat is sturdy and delicious. The market is very booming, and the price is 4 times higher than that of chickens that eat artificial feed. In the face of high profits, some dealers have come up with a bad idea to sell the ordinary chickens they bought from foreign countries as chickens in their homes.
In order to protect the brand, Danjia Village invested more than 50,000 yuan, customized a batch of anti-counterfeiting aluminum chicken feet buckle, to the real self-incubation, self-breeding chickens. This kind of buckle can only be used once. If you want to remove it from chicken feet, it will break. These "rings" became identities. On this basis, the village also registered the “Danjiaji†trademark for farm chickens, printed beautiful packaging bags, and sales were managed by the chicken raising association established in the village. As a result, there was no counterfeiting, and the reputation of “Danjiaji†became louder and louder. The total scale of farmer raising chickens in the whole village also reached tens of thousands, with an annual output value of 1 million yuan.
Coincidentally, in a mountain county in southern Zhejiang, some farm animals stocked wild rabbits on hilly hills. They had holes in their ears and hung “earrings†with a registered trademark.
The story of "chicken-chicken 'ring' and hare-hanging 'earrings'" is almost household name in Zhejiang. Many people said that in the initial period of reform and opening up, the development of Zhejiang's industry had taken some detours due to weak quality awareness and paid a lot of costs, while the development of profitable agriculture directly borrowed from the experience and lessons of industry and showed remarkable progress together. Brand awareness reflects the maturity of the market economy concept. Like many parts of the country, the shadow of “selling hard†was once paralyzed in Zhejiang. In the midst of market difficulties, farmers in Zhejiang Province once again demonstrated extraordinary talents. More and more farmers in Zhejiang began to lay down their heads and washed their feet and landed from shore to farm, and they gradually evolved into agricultural salesmen who are also farmers and businessmen.
Not long ago, the reporter interviewed the land in Jiashan County, northern Zhejiang, and saw a farmer named Yang Liugen taking the rain and buying and transporting the melons on the machine-growing road in the field. He was prepared to be shipped to cities such as Shanghai and Wuxi. A group of farmers in the field are busy picking and sorting. They pointed at Yang Liugen and said: "These people with active minds are running around the market. As long as we are desperately planting species in the fields, we will not sell at all." In Zhejiang, there are hundreds of thousands of agricultural product sellers like Yang Liugen. . In Zhuozhou City, Zhejiang Province, a perennially active agricultural product sales team sells 300,000 tons of citrus produced locally every year throughout the country.
According to statistics, Zhejiang Province has 4,522 agricultural industrialization experience organizations. Last year, the total sales amounted to 42.5 billion yuan, which led to 2.92 million rural households, accounting for one-third of the total number of farmers in the province. The number of professional cooperative organizations of various types of farmers has also reached 2973, with 130,000 members. The active and organized degree of sales links has enabled Zhejiang's agricultural industrialization to quickly overcome the contradiction between the small-scale production of small households and the large market. From the "basket sale" to the organized "marital costume", Zhejiang's agricultural product market share and marketing radius greatly expanded.
In May last year, on the Xintang Road in Hangzhou, Zhejiang Province, a boutique was opened. Unlike other boutiques, the product of this family was actually a complete "earth product" - watermelon. Peng Youda, the owner of the boutique, said that the watermelons in his shop were all produced in the town of Wenheng, Wenzhou. Since the quality of the watermelon was good and the price was high, many foreign watermelons would be fake watermelons and shoddy. Therefore, after Peng's visit to the fruit market in Hangzhou and other places, he decided to open a boutique of watermelons and let authentic Hengheng watermelons meet consumers directly through the stores.
In May this year, when the reporter saw Peng Youda again, he revealed to reporters an unimaginable plan: He plans to go to Hong Kong in November this year to open a store in Chengdu. Peng Youda explained that he had done an investigation and learned that the watermelon in the Hong Kong market could sell seven to eight Hong Kong dollars per kilogram, so he was very optimistic about the market there.
According to statistical data, Zhejiang Province has registered more than 7,500 trademarks of agricultural products, with an annual sales value of more than 1,200 billion yuan. The essence of some agricultural products has also floated across the sea and placed shelves on exotic supermarkets. At the same time, there have been new developments in pollution-free food, green food, and organic food. The province has established 1,100 bases for pollution-free and green agricultural products.
It is precisely because of the successful operation of the brand management that the agricultural production in Zhejiang spreads from the original spots, to the cross-regional sheet-like, band-like development, forming distinctive industrial belts and industrial clusters. According to statistics, there are more than 50 local named specialty products in Zhejiang, accounting for one-third of the national total. Because of the completeness of the industrial chain and the concentration of factors, these characteristic industry clusters have become the “secret weapon†for agricultural products to obtain market cakes in excess proportion.
According to statistics, the export value of agricultural products in Zhejiang last year reached 2.96 billion U.S. dollars, an increase of 86% over 1998, ranking third in the country.
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