打出組合拳 “巴味渝珍”助力品牌強(qiáng)農(nóng)行穩(wěn)致遠(yuǎn) | 重慶市農(nóng)業(yè)品牌建設(shè)觀察

2021-06-09 14:13:05 來源：農(nóng)交會組委會 閱讀量：15142 評論

　　【農(nóng)機(jī)網(wǎng) 會展快訊】 重慶地處中國西南內(nèi)陸、長江上游。細(xì)觀重慶的地貌，山地丘陵占據(jù)了近 98%的面積，地質(zhì)學(xué)家稱之為“平行谷嶺”。層次豐富的地形結(jié)構(gòu)使得重慶的氣候多變，進(jìn)而也造就了適應(yīng)多種農(nóng)作物生長的自然環(huán)境，為出產(chǎn)具有山地特色的優(yōu)質(zhì)農(nóng)產(chǎn)品提供了得天獨(dú)厚的條件。
 
　　正是因?yàn)樯罹由絽^(qū)，擁有獨(dú)特的自然資源稟賦，重慶發(fā)展起了巴渝現(xiàn)代山地特色高效農(nóng)業(yè)。但由于過去缺乏知名的農(nóng)業(yè)品牌，重慶出產(chǎn)的農(nóng)產(chǎn)品盡管質(zhì)優(yōu)價(jià)廉，在全國市場上卻沒有足夠的辨識度，農(nóng)業(yè)品牌雜而不精，這些都成為了制約當(dāng)?shù)剞r(nóng)業(yè)發(fā)展的絆腳石。為改變不利的發(fā)展局面，近年來重慶市在農(nóng)業(yè)品牌建設(shè)上苦下了一番功夫。
 

 

　　01
 
　　政府背書 “巴味渝珍”助力
 
　　重慶農(nóng)產(chǎn)品走出價(jià)值洼地
 
　　作為中國年輕的直轄市，重慶是名副其實(shí)的農(nóng)業(yè)大市。2020年，第十八屆中國國際農(nóng)產(chǎn)品交易會(下文簡稱“中國農(nóng)交會”)在重慶舉辦，展館占地面積達(dá)到了 20.4 萬平方米，吸引了14390家企業(yè)參展，總交易額高達(dá) 418 億元。而在這份靚麗的成績單中，來自重慶的農(nóng)業(yè)企業(yè)和品牌參展面積達(dá) 7107平方米，眾多優(yōu)秀農(nóng)業(yè)企業(yè)帶來了7000余種優(yōu)質(zhì)農(nóng)產(chǎn)品，參展品類覆蓋果蔬、糧油、畜禽、糖酒食品、農(nóng)業(yè)機(jī)械、現(xiàn)代農(nóng)業(yè)，充分展示了重慶作為農(nóng)業(yè)大市新時(shí)代的發(fā)展碩果。據(jù)悉，重慶在這屆展會上簽約了 52 個(gè)鄉(xiāng)村振興重大項(xiàng)目，交易金額達(dá) 338 億元。
 
　　由農(nóng)業(yè)農(nóng)村部主辦的中國農(nóng)交會是展示中國三農(nóng)發(fā)展新成就和農(nóng)業(yè)改革新成果的重要平臺，也是國內(nèi)頗具權(quán)威性、大規(guī)模和影響力大的綜合性農(nóng)業(yè)行業(yè)交易平臺，備受國內(nèi)外農(nóng)業(yè)行業(yè)關(guān)注。兩年來，實(shí)施市場化改革后的中國農(nóng)交會也逐漸成為各農(nóng)業(yè)強(qiáng)省、農(nóng)業(yè)大市、現(xiàn)代農(nóng)業(yè)龍頭企業(yè)展現(xiàn)風(fēng)采、交流對話、深化合作的年度盛會。作為第十八屆中國農(nóng)交會的主辦方之一和參與者，重慶交出了一份特別的答卷。
 
　　近年來，“品牌強(qiáng)農(nóng)”一直是重慶市農(nóng)業(yè)工作的重心。2018年，為全面貫徹落實(shí)黨的十九大精神和《國家質(zhì)量興農(nóng)戰(zhàn)略規(guī)劃(2018—2022年)》，重慶市政府制定了《重慶市農(nóng)業(yè)品種品質(zhì)品牌建設(shè)工程實(shí)施方案(2018—2022)》，要求各級相關(guān)部門深入推進(jìn)農(nóng)業(yè)供給側(cè)結(jié)構(gòu)性改革，著力打造建設(shè)重慶農(nóng)產(chǎn)品品牌體系。
 
　　奉節(jié)臍橙、忠縣“忠橙”、巫山脆李、梁平柚、潼南檸檬、巫溪高山土豆 、永川秀芽、榮昌豬、江津花椒……這些出產(chǎn)自重慶的特色農(nóng)產(chǎn)品都帶有濃郁的山地土特產(chǎn)的氣息，如今它們擁有了一個(gè)共同的商標(biāo)“巴味渝珍”。
 
　　“巴味”傳達(dá)重慶人的人生況味，“渝珍”則指的是重慶出產(chǎn)的山珍百味，品牌口號“活得濃墨重彩吃得淋漓痛快”不僅帶有強(qiáng)烈的重慶生活印記，也詮釋了“巴味渝珍”品牌設(shè)立的初心。
 
　　2020年11月28日，在第十八屆中國農(nóng)交會上，重慶市農(nóng)業(yè)農(nóng)村委員會舉辦了一場運(yùn)營推廣發(fā)布會，正式向社會發(fā)布了重慶市打造的農(nóng)產(chǎn)品區(qū)域公用品牌“巴味渝珍”。這是中國省級層面、全品類農(nóng)產(chǎn)品區(qū)域公用品牌。重慶市希望在未來幾年建起一套以市級農(nóng)產(chǎn)品區(qū)域公用品牌“巴味渝珍”為龍頭、區(qū)縣級農(nóng)產(chǎn)品區(qū)域公用品牌為支撐、國家級和市級農(nóng)業(yè)龍頭企業(yè)產(chǎn)品品牌為主體的重慶農(nóng)產(chǎn)品品牌體系。通過國家級農(nóng)業(yè)平臺，推動“巴味渝珍”品牌進(jìn)軍全國市場，也標(biāo)志著重慶市農(nóng)業(yè)品牌建設(shè)邁上了新的臺階。
 
　　作為一張重慶的新名片，“巴味渝珍”初次在中國農(nóng)交會的舞臺亮相之時(shí)就備受市場關(guān)注，這是以重慶市政府公信力背書練就的一套品牌組合拳，將重慶優(yōu)質(zhì)的農(nóng)產(chǎn)品資源集聚，以整體形象搏擊全國市場。
 
　　早在2017 年，重慶市政府開始低調(diào)地打造涵蓋水果、茶葉、蔬菜、大米、禽蛋、休閑食品、調(diào)味品、中藥材及水產(chǎn)類、肉類等十大品牌系列的“巴味渝珍”品牌。打造這樣一套覆蓋全品類的品牌體系，不僅能為當(dāng)?shù)剞r(nóng)產(chǎn)品品牌注入濃厚的文化底蘊(yùn)，同時(shí)整合建立的一套質(zhì)量標(biāo)準(zhǔn)為農(nóng)業(yè)經(jīng)營者提質(zhì)升級提供了內(nèi)生動力。
 
　　獲得了“巴味渝珍”品牌授權(quán)的產(chǎn)品都將擁有一個(gè)張貼在產(chǎn)品外包裝上的專屬“身份證”——具有防偽和質(zhì)量安全追溯功能的量子云碼，消費(fèi)者掃描量子云碼，就能直觀看到農(nóng)產(chǎn)品的認(rèn)證信息和質(zhì)量溯源信息。重慶市農(nóng)業(yè)農(nóng)村委市場品牌處處長羅松在接受采訪時(shí)介紹，為保證“巴味渝珍”品牌產(chǎn)品的品質(zhì)，除了制定了嚴(yán)格的品牌管理、商標(biāo)實(shí)施、品牌準(zhǔn)入準(zhǔn)出機(jī)制等相關(guān)規(guī)定，管理機(jī)構(gòu)還將設(shè)立定期篩查制度以保障入選產(chǎn)品的品質(zhì)。
 
　　截至 2020 年 10 月，共有來自 238 家重慶企業(yè)的 499 個(gè)產(chǎn)品獲得了“巴味渝珍”的品牌授權(quán)。在第十八屆中國農(nóng)交會上，重慶匯達(dá)檸檬科技集團(tuán)有限公司、重慶派森百橙汁有限公司、重慶市磁器口陳麻花食品有限公司、重慶市美亨柚子種植股份合作社、重慶市二圣茶業(yè)有限公司、重慶市魚泉榨菜(集團(tuán))有限公司等11家企業(yè)獲得“巴味渝珍”品牌授權(quán)。其中，重慶市二圣茶業(yè)有限公司的“巴南銀針”榮獲上屆農(nóng)交會的最具影響力品牌獎項(xiàng)，成為產(chǎn)業(yè)興農(nóng)、品牌強(qiáng)農(nóng)、促推鄉(xiāng)村振興的典范之一。未來，“巴味渝珍”必將成為助力重慶農(nóng)產(chǎn)品走出價(jià)值洼地，提升產(chǎn)品附加值的重要抓手。
 
　　02
 
　　立足優(yōu)勢，做足特色，給足支持
 
　　品牌強(qiáng)農(nóng)邁向更廣天地
 
　　當(dāng)前，中國農(nóng)業(yè)正經(jīng)歷著從“量變”轉(zhuǎn)向“質(zhì)變”的發(fā)展過程，中國近年來實(shí)施農(nóng)業(yè)供給側(cè)結(jié)構(gòu)性改革初見成效，農(nóng)業(yè)生產(chǎn)從增產(chǎn)導(dǎo)向轉(zhuǎn)向提質(zhì)導(dǎo)向。隨著中國經(jīng)濟(jì)的飛速發(fā)展，百姓收入大幅提高，社會生活性消費(fèi)需求也在不斷升級。
 
　　重慶市委副書記、市長唐良智曾在廣泛深入調(diào)研當(dāng)?shù)氐霓r(nóng)業(yè)發(fā)展情況時(shí)指出，重慶的山地農(nóng)業(yè)應(yīng)當(dāng)是“多品種、小規(guī)模、高品質(zhì)、好價(jià)錢”。“好價(jià)錢”是市場決定的。如果能做好特色農(nóng)產(chǎn)品的品牌建設(shè)，打造受消費(fèi)者喜愛和信賴的品牌，價(jià)格自然能水漲船高。
 
　　重慶探索舉全市之力以組合拳形式創(chuàng)造省級層面覆蓋全域全品類全產(chǎn)業(yè)的農(nóng)產(chǎn)品區(qū)域公用品牌“巴味渝珍”，不僅是突破固有思維大膽創(chuàng)新，踐行中央“品牌強(qiáng)農(nóng)”的戰(zhàn)略部署，更是在探索中國農(nóng)業(yè)的新生態(tài)，它的經(jīng)驗(yàn)將開啟未來中國農(nóng)業(yè)品牌化建設(shè)的新常態(tài)。
 
　　重慶市在創(chuàng)立“巴味渝珍”品牌后，在線下，建設(shè)了135家“巴味渝珍”形象展示店；在線上，打造了“巴味渝珍”電商平臺，與京東、阿里等合作推進(jìn)農(nóng)產(chǎn)品網(wǎng)銷行動。通過線上線下雙管齊下的營銷渠道建設(shè)，不斷提升“巴味渝珍”品牌知名度、影響力。目前，經(jīng)“巴味渝珍”品牌授權(quán)的“重慶造”農(nóng)產(chǎn)品已有568個(gè)，據(jù)估算其年銷售收入超過50億元。
 
　　恰逢市場需求升級的歷史機(jī)遇，增強(qiáng)區(qū)域品牌的市場核心競爭力不僅能提高當(dāng)?shù)剞r(nóng)業(yè)經(jīng)濟(jì)效益、帶動當(dāng)?shù)剞r(nóng)業(yè)生產(chǎn)者增收致富，也是滿足當(dāng)下百姓需求，打造出百姓信得過的農(nóng)業(yè)品牌。而提升農(nóng)業(yè)品牌價(jià)值能助力農(nóng)村經(jīng)濟(jì)轉(zhuǎn)型、農(nóng)民增收致富，讓優(yōu)質(zhì)的農(nóng)產(chǎn)品獲得與之匹配的更高收益，讓農(nóng)產(chǎn)品市場真正做到優(yōu)勝劣汰，是越來越多農(nóng)業(yè)經(jīng)營者的共識，中央這些年推進(jìn)“品牌強(qiáng)農(nóng)”也正是著意于此。
 
　　2018 年，為貫徹落實(shí)中央精神，深入推進(jìn)品牌強(qiáng)農(nóng)，農(nóng)業(yè)農(nóng)村部發(fā)布的《農(nóng)業(yè)農(nóng)村部關(guān)于加快推進(jìn)品牌強(qiáng)農(nóng)的意見》指出，“品牌建設(shè)貫穿農(nóng)業(yè)全產(chǎn)業(yè)鏈，是助推農(nóng)業(yè)轉(zhuǎn)型升級、提質(zhì)增效的重要支撐和持久動力。”三年時(shí)間過去，中國農(nóng)業(yè)品牌化之路已逐步走上了正軌。
 
　　近些年，在政府強(qiáng)有力的政策支持下，中國農(nóng)業(yè)品牌如雨后春筍般涌現(xiàn)。“農(nóng)業(yè)品牌穩(wěn)增長，特色品牌穩(wěn)發(fā)展”是《2020 中國區(qū)域農(nóng)業(yè)品牌發(fā)展報(bào)告》對農(nóng)業(yè)發(fā)展現(xiàn)狀的評價(jià)。據(jù)統(tǒng)計(jì)，中國農(nóng)產(chǎn)品注冊商標(biāo)數(shù)量已超過了 500 萬件。但在農(nóng)業(yè)品牌數(shù)量呈爆發(fā)式增長的同時(shí)，農(nóng)業(yè)品牌“雜而不亮”“小而不強(qiáng)”“泛而不精”“脫離市場”等問題卻也逐漸凸顯。
 
　　在中國農(nóng)業(yè)供給側(cè)改革的過程中，增品種、提品質(zhì)、創(chuàng)品牌是農(nóng)業(yè)農(nóng)村經(jīng)濟(jì)發(fā)展的重要引擎，缺一不可。如今，在政府的政策引導(dǎo)下，重慶的農(nóng)業(yè)品牌已在全國打響了帶有濃郁地方特色的名號。
 
　　在不久前，上海舉辦的中國品牌日活動上，重慶市發(fā)展改革委相關(guān)負(fù)責(zé)人介紹，“重慶有效注冊商標(biāo)位居西部第二位，地理標(biāo)志位居全國第六、西部第二位。三次產(chǎn)業(yè)集群品牌體系競相發(fā)展，品牌影響力不斷擴(kuò)大。”其中，截至2020年末，重慶農(nóng)產(chǎn)品注冊商標(biāo)從3.2萬件增長到9.5萬件，已成為了名副其實(shí)的“農(nóng)業(yè)品牌”大市。
 
　　為了向市場重點(diǎn)推介國家級龍頭企業(yè)和發(fā)展?jié)摿Υ蟮拇砥髽I(yè)，展示品牌農(nóng)產(chǎn)品，第十八屆中國農(nóng)交會舉辦了農(nóng)業(yè)企業(yè)品牌專場推介活動。推介專場活動發(fā)布了全國農(nóng)業(yè)企業(yè)行業(yè) TOP10 龍頭品牌，涉及糧食、畜牧、水產(chǎn)、農(nóng)墾、乳品、禽蛋、蔬菜、水果及果品加工、油料、茶葉、中藥材、林特共 12 大類，共 120 家企業(yè)上榜，其中包括 4 家重慶企業(yè)。重慶市魚泉榨菜(集團(tuán))有限公司、重慶匯達(dá)檸檬科技集團(tuán)有限公司、重慶派森百橙汁有限公司、重慶凱揚(yáng)農(nóng)業(yè)開發(fā)有限公司分別被中國農(nóng)交會推介為蔬菜類、水果類、林特類優(yōu)秀企業(yè)品牌。
 
　　當(dāng)前，重慶農(nóng)業(yè)的發(fā)展勢頭強(qiáng)勁。重慶市正著力重點(diǎn)發(fā)展柑橘、榨菜、檸檬、生態(tài)畜牧、生態(tài)漁業(yè)、茶葉、中藥材、調(diào)味品、特色水果、特色糧油等十大山地特色高效產(chǎn)業(yè)集群，計(jì)劃打造 20 個(gè)重點(diǎn)現(xiàn)代農(nóng)業(yè)產(chǎn)業(yè)園，培育 100 個(gè)以上年產(chǎn)值超過億元的加工龍頭企業(yè)。
 
　　除了打造“巴味渝珍”農(nóng)產(chǎn)品品牌，重慶市還著力發(fā)展渝東北三峽庫區(qū)柑橘、茶葉、中藥材等優(yōu)勢產(chǎn)業(yè)，做優(yōu)“三峽”特色高效農(nóng)業(yè)，推動形成“三峽”品牌集群效應(yīng)。除此之外，“提升一產(chǎn)、做優(yōu)二產(chǎn)、壯大三產(chǎn)”，形成一個(gè)完整的品牌產(chǎn)業(yè)鏈，重慶市圍繞農(nóng)業(yè)產(chǎn)業(yè)推動農(nóng)產(chǎn)品深加工以及鄉(xiāng)村旅游發(fā)展，大大地提升了農(nóng)業(yè)產(chǎn)業(yè)附加值。
 
　　今年年初，重慶市發(fā)布的政府工作報(bào)告提及“全面推進(jìn)鄉(xiāng)村振興”的工作任務(wù)時(shí)強(qiáng)調(diào)，“提高農(nóng)業(yè)效益和競爭力”“做強(qiáng)農(nóng)業(yè)品牌，實(shí)施農(nóng)業(yè)品牌提升工程，推廣‘巴味渝珍’、‘三峽’等區(qū)域公用品牌。
 
　　2021 年是中國“十三五”的收官之年，也是邁進(jìn)“十四五”新時(shí)期的開局之年。今年年初，中央發(fā)布一號文件強(qiáng)調(diào)要全面推進(jìn)鄉(xiāng)村振興，加快農(nóng)業(yè)農(nóng)村現(xiàn)代化，鞏固脫貧攻堅(jiān)的成果。借力國家級平臺，提升農(nóng)業(yè)品牌價(jià)值，必將能夠助力地方政府實(shí)現(xiàn)新時(shí)代農(nóng)業(yè)發(fā)展的目標(biāo)。
 
　　第十九屆中國農(nóng)交會將于2021年11月12至15日在深圳舉辦。深圳是粵港澳大灣區(qū)的重要城市節(jié)點(diǎn)，也是國際市場連接中國的門戶所在。重慶將帶著“巴味渝珍”等農(nóng)業(yè)品牌再次亮相農(nóng)交會，帶著優(yōu)質(zhì)的山地特色農(nóng)產(chǎn)品闖出更廣闊的市場。
 

 

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