The development of Ningxia's agricultural brand clusters explores a new path to "going abroad"

Merchants visit to learn about Ningxia's characteristic agricultural products. Photo by Li Peishan

The merchants visited and learned about the characteristic agricultural products in Ningxia. Photo by Li Peishan

Chinanews.com Shanghai, May 9th Telegram: Exploring a new path for "going overseas" for the development of Ningxia's agricultural brand clusters In the past few days, the Department of Agriculture and Rural Affairs of the Ningxia Hui Autonomous Region has organized more than 40 enterprises to come to Shanghai to participate in the fifth Chinese Brand Day, focusing on exhibition and sales of Ningxia wolfberry, Helan Mountain wine, Ningxia milk, Yanchi Tan sheep, Liupanshan More than 200 categories of high-quality Ningxia products such as beef, and the rich taste of food have impressed Shenzhen businessman Zhu Ning again and again.

Group exhibition is nothing new for Ningxia. Ningxia's wine, wolfberry and mutton have long gone abroad, and they have held special promotion conferences in the United States, Canada, Sweden and other countries, and even appeared at the 2018 United Nations China Food Festival and the 2016 G20 Hangzhou Summit , The 2017 BRICS Leaders Meeting in Xiamen, the Shanghai Cooperation Organization Qingdao Summit and other large-scale events have become an indispensable element in Chinese food and wine.

Hua Zhimin, Secretary of the Party Group of Ningxia Rural Agriculture Department, was interviewed by the media. Photo by Li Peishan

Ningxia has a small area and seems "inconspicuous", but it never lacks special agricultural products. Thanks to the irrigation of the Yellow River water, Ningxia, which is located in the arid region of the northwest, has become a “south of the Yangtze River” and is rich in products. Special agricultural products such as wolfberry, Tan sheep, licorice, selenium sand melon, potato and grape are well-known throughout the country.

Also because of its small geographical area, Ningxia is officially committed to developing agricultural brand clusters. With the continuous increase in the number of various online brand stores and offline famous and high-quality specialty stores, the pace of development of Ningxia's characteristic agricultural clusters continues to accelerate.Not long ago, Ningxia opened the first provincial-level agricultural product "cloud fair" in the west. Goji berries, Tan sheep and selenium sand melons made a group appearance, which attracted much attention.

"With the improvement of living standards, people not only want to eat well, but also want to eat healthier and safer. Quality is the core competitiveness of agricultural products." According to Hua Zhimin, Secretary of the Party Group of Ningxia Rural Agriculture Department, quality is the quality of agricultural products To achieve industrial modernization, it is necessary to have good quality, build a good brand, increase the added value of agricultural products by enhancing the brand premium ability, and help rural revitalization.

To this end, in recent years, Ningxia has focused on building regional public brands such as wine at the eastern foot of Helan Mountain and Yanchitan mutton, with 317 characteristic agricultural brands and 687 “two products and one standard” agricultural products, creating an advantageous area for agricultural products with Chinese characteristics7 The proportion of characteristic industries in the total agricultural output value reached 87.4%.

And every time Ningxia organizes a group to participate in the exhibition, it can harvest many "olive branches" of cooperation. Taking the appearance of China Brand Day as an example, relevant departments, associations, enterprises and national supply chain enterprises in Ningxia signed more than 30 cooperation agreements on May 8, with a total amount of over 5.2 billion yuan.

According to Ningxia's "14th Five-Year Plan", in the future, Ningxia will continue to focus on the five major agricultural industries of wolfberry, wine, dairy industry, beef cattle and Tan sheep, and green food, focusing on the leading role of brands. By 2025, Ningxia will cultivate and expand 13 regional public brands of agricultural products, strengthen 30 agricultural enterprise brands, optimize 50 characteristic agricultural product brands, and cultivate 10 agricultural product e-commerce brands. Standardize the quality and operation of enterprises and product brands through regional public brands, promote brand clusters to drive industrial upgrading, and comprehensively drive the development of brand ecology and industry integration. (End)

Source: China News Network