Economic Daily and JD.com release data - "identity" is very important for fresh food

time:2023-03-22 00:51:35source:chakarski.com author:Aviation stock
Economic Daily and JD.com release data - "identity" is very important for fresh food

Source: Economic Daily Data source JD.com Consumer and Industrial Development Research Institute Seizes the Growth Opportunity of Landmark Agricultural Products At present, when consumers buy special agricultural products such as rice, apples, and mutton, most of them will directly think of the place of origin, such as Wuchang rice, Aksu apples, Ximeng mutton... In the domestic agricultural product market, there are still relatively few brands with real national influence, and landmarks play the role of well-known brands to a large extent, helping consumers choose high-quality agricultural products. The data shows that the proportion of online sales of landmark agricultural products in the entire agricultural products has increased year by year, and has exceeded 10%. It can be said that landmark agricultural products not only show the general trend of consumption upgrading, but also become a clear path for agriculture to move towards high-quality and sustainable development. It is worth noting that consumers' preferences for different types of landmark agricultural products vary significantly. Among them, fruit is the most commonly used landmark product by consumers. Well-known landmark fruit can get more attention, and the sales volume is often larger, which further drives the accelerated construction and improvement of related industrial belts. The landmark agricultural products such as meat, eggs and vegetables have a tendency to catch up, but the problems of relatively small audience and unclear characteristics are still more prominent. The difference in the development of landmark agricultural products requires relevant enterprises to attach great importance. First of all, consumers are paying more and more attention to food quality, and high-quality agricultural products are no longer an occasional “early taste”. Enterprises need to make more efforts to create products worthy of long-term trust. Secondly, with the continuous improvement of logistics facilities and services, more and more fresh agricultural products can be quickly delivered to consumers' tables, and competition has become increasingly fierce. Local governments and enterprises should form a joint force to further highlight product characteristics and continue to strengthen the advantages of production areas. . Finally, with the rapid development of live broadcast platforms and social media, companies must learn to use media platforms to continue to strengthen and expand their brand effects, so that landmark agricultural products can be more widely recognized. In the process of publicity, special attention should be paid to culture and inheritance. Landmark agricultural products that are good at "storytelling" can often achieve great development. At the same time, it is necessary to use solid and objective scientific knowledge to highlight the differentiated advantages of landmark agricultural products in nutrition and taste, and further consolidate user recognition. For related enterprises, the consumption upgrade of consumers' dining table is a new market opportunity. Many agricultural products lack corresponding high-quality representatives, and a large number of high-quality agricultural products are hidden in "deep alleys". Therefore, it is necessary to quickly establish a landmark brand, highlight its own characteristics, and improve the speed of industrial upgrading, so as to allow more landmark agricultural products to embark on the fast lane of development. (Source of this article: Economic Daily, the author is Liu Hui, Dean of JD.com Consumer and Industrial Development Research Institute)
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