agricultural product geographical indication is an intellectual property right, which not only represents product characteristics, but also reflects the cultural context, culture, lifestyle and economic characteristics of a region. It is an expression of the brand image of a region and a concrete symbol of regional economic and culture. geographical indication product should achieve the transformation to regional public brands in order to obtain better protection and development. Obtain dual credit endorsement through branding, further adapt to the era of brand consumption and gain consumer loyalty. The creation model of regional public brands can be roughly summarized into three categories: single-industry breakthrough, full-industry integration and full-resource integration. The branding of geographical indication agricultural products is essentially the main force of a single industry to break through regional public brands.
We launched the practical application cases in the book "Value Upgrade-Case Study on Branding of Geographical Indications of Chinese Agricultural Products" to enjoy everyone.
Landmark Overview 2
Wanrong County is located in the prime area of Shanxi, Henan and Shaanxi Delta Prefectures, Yuncheng City on the Loess Plateau northwest of , with an altitude of more than 600-800 meters. The terrain is high in the southeast and low in the northwest. The soil is neutral, the soil layer is deep and fertile and has good permeability, long sunshine and large temperature difference, which is suitable for apple cultivation. Wanrong Apple is of excellent quality, large, positive shape, bright color, crisp meat, sweet taste and nutritious, and is deeply loved by consumers.
On August 16, 2016, "Wanrong Apple" was registered as the agricultural product geographical indication of Ministry of Agriculture and Rural Affairs (AGI2016-02-1897). The geographical protection scope of the "Wanrong Apple" geographical indication is: Jiacun Township , Gaocun Township, Wangxian Township , specifically including Jiacun Township , Wucun, Ducun, Tongai, Daxie, Daxiezhuang, Yucun , Dajia, Wufu, Dongsiya, Xisiya, Yangguo, Gongcun, Zhang Lifeng, Wuxue, Lijiazhuang, Sunjiazhuang; Banpo, Zhang Xue, Wanglifeng, Gaocun, Ding Fan, Xuecun, Guocun, Nanli, Zhuoli, Magou, Xiaotao, Yangzhuang, Wangya, Pan Chao, Yan Jing, Jucun, Wuding, Beixue, Xuedian. Zhang Yi , Xianhu, Piandian, Qinggu, Qingguzhuang, Dongpeizhuang, Niancun, Donghe, Xiaoxie, Dongwang, Dongzhang, Wangzheng, Fanjia, Yangzhuang, Xucun, Xingwang, Dongzhao, Zhujia, Wuzhuang, Chengjia, and Wang Xian. From the east to Gaocun Village, Zhuoli Village, Wangxian Township, Wuzhuang Village, Wangxian Township, south to Zhangyi Village, Wangxian Township, and north to Zhangxue Village, Gaocun Township, longitude is 35°21′36.6″--35°26′27.0″, latitude is 110°39′11.0″--110°49′49.3″.
In 2016, the strategic plan for the regional public brand of "Wanrong Apple" was completed, and in 2017, the new image of "Wanrong Apple" was released.
As of 2019, the planting area of Wanrong apples reached 350,000 mu, with an output of 640,000 tons, an annual output value of 1.28 billion yuan, and a total sales of 1.48 billion yuan, of which e-commerce sales reached 200 million yuan, which is the pillar industry for farmers in the county to get rich and increase their income. In the "2020 China Fruit Regional Public Brand Value Assessment Report", the regional public brand value of "Wanrong Apple" is 3.343 billion yuan, ranking among the top ten fruits in the country and the first in Shanxi Province. From 2016 to 2020, brand value has been rising steadily.
. A hundred-foot pole head, go further
million Rong County is affiliated to Yuncheng City, Shanxi Province. The total area of the county is 1,080.5 square kilometers. It is located in the southwestern Shanxi Province, in the Emei Ridge area of the Loess Plateau. It is located at the Golden Triangle of the Yellow River and the intersection of the Fen and Huang Rivers. It is a typical gully and hilly terrain of the Loess Plateau. Wanrong has distinct four seasons, rich in light, heat and water resources, which is particularly suitable for the growth of apples. It is currently recognized as the eugenic area of apples in the world.
million-win culture has a profound heritage and embodies the essence of China's five thousand years of culture. Here, the emperor swept the floor into an altar, worshiping Houtu's roots, and creating eight major cultures such as jokes, Houtu , and charity. The rich cultural heritage has nurtured the Wanrong spirit of Lotte and truth-seeking and pragmatic; the superior natural environment has laid a good foundation for Wanrong apple planting. These all provide intangible brand value resources for the development of Wanrong Apple.
From the beginning, "Wanrong Apple" has its own ideas and rhythm in brand development. "Wanrong Apple" has won the gold medal at the 3rd, 4th and 5th China Agricultural Expo and was designated as the only dedicated apple by of the 21st World College Games. In 2007, Wanrong was rated as one of the "Top 20 Apple counties in the country" by China Fruit Distribution Association. In 2008, it was named one of the "Top Ten Pollution-free Counties of Fruit and Vegetables in China" by the China Fruit and Vegetable Expert Committee. Wanrong Apple sub-brand "Gufengshan" brand apple was named "Chinese Famous Fruit" at the 2009 China International Fruit and Vegetable Exhibition. In 2010, "Wanrong Apple" won the first "green card" for Shanxi Province to export to Canada.
Since 2011, Wanrong County has put forward the idea of "improving quality, creating brands, and going to the high-end" in fruit tree management, and has taken a variety of measures to strive to build a "big county for organic apples" and create an aircraft carrier that leads the development of Chinese apple production. In the same year, "Wanrong Apple" received praise from Vice Premier Hui Liangyu at the 9th International Agricultural Products Fair in China.
In 2012, the sub-brand of "Wanrong Apple" "Jinkui" Apple won the "Best-Selling Product Award" of the 10th China International Agricultural Products Fair, and was well received by Jia Qinglin, Chairman of the National Committee of the Chinese People's Political Consultative Conference and Meng Jianzhu, Minister of Public Security. At the first China Featured Products Fair, we won the "Green Environmental Protection Award" and our products were selected by the Ministry of Commerce to the UAE to participate in the International Featured Products Exhibition. In 2013, "Wanrong Apple" was approved as a geographical indication certification trademark by the State Administration for Industry and Commerce. In the same year, Wanrong issued the "Organic Agriculture Development Plan", proposing to build a nationally renowned organic agricultural product production and processing base by the end of 2017 to create a "Organic Wanrong" regional brand. At the same time, it focused on formulating organic apple production procedures and implementation plans. Among them, improving the production technology level and achieving standardized production are the key to developing organic apples. To this end, Wanrong formulated standard operating procedures for export apple planting in accordance with international standards and actual conditions, explored a set of "three reforms and six supporting" technologies, and compiled them into a book and distributed them to fruit farmers in the county, each with a copy. Relying on excellent production technology and product quality, Wanrong County was identified as the "National Export Apple Quality and Safety Demonstration Zone" in 2013.
011-2014, "Wanrong Apple" exported to Australia for four consecutive years, accounting for 40% of the country's exports to Australia, and its brand influence continued to increase. In 2014, "Jinkui" Apple won the gold medal at the 12th China International Agricultural Products Fair, the gold medal at the 15th China Green Food Expo and the 100 agricultural product brands in the country. In 2015, Jinkui Apple won the top ten brands in Shanxi Province, was rated as one of the top ten examples of Chinese brand culture, and obtained the first inspection and quarantine certificate of China's exports in the United States, representing Chinese Apple entering the US market, and the popularity of "Wanrong Apple" has increased significantly.
,000 yuan arable land area in the county is 1.02 million mu, and the fruit planting area reaches 500,000 mu, of which 350,000 mu. In 2015, the county's total apple production was 780 million kilograms, the output value of was 22.05 billion yuan, and the per capita net income of the fruit industry was 4,879 yuan. The fruit industry is the main industry of Wanrong farmers.
Although, with the unremitting efforts of the government and fruit farmers, Wanrong Apple has accumulated great advantages in industrial development. However, under the new situation, the national apple industry has developed rapidly, and the increasingly fierce competition has put huge pressure on Wanrong Apple. Wanrong Apple's shortcomings are becoming increasingly obvious: vague demands, single communication means, and incomplete symbol system have hindered the development of Wanrong Apple; in terms of brand building investment, there is a certain gap compared with those brands that have already carried out brand strategic planning, such as Lingbao Apple, Yantai Apple , etc.; sub-brands such as "Jinkui" are too strong, the parent brand has insufficient development potential, low popularity, and cannot drive the coordinated development of the regional fruit industry; there is still a lot of room for improvement in brand premium. Therefore, Wanrong Apple urgently needs to refine Wanrong Apple’s differentiated value through the top-level design of its brand strategy, and further enhance its brand influence and product added value. In 2016, Wanrong County commissioned a professional team to prepare a brand strategic plan for Wanrong Apple.
Against the backdrop of China's agriculture moving towards branding, the Wanrong County Party Committee and the County Government seized the opportunity of agricultural branding, and regarded the advantageous industry Wanrong Apple as a breakthrough for Wanrong agricultural supply-side structural reform, and led the local agricultural industry branding development with the branding of advantageous industries.
. Take root and happy: Xiaocheng comes out of Leguo
(I) Based on resource endowment
1. On the Loess Plateau, the soil layer is deep and the organic matter content is high
Wanrong County is located in the prime area of Shanxi, Henan and Shaanxi Prefectures. It is located on the Loess Plateau in the northwest of Yuncheng City. It is more than 600-800 meters above sea level, with a high terrain in the southeast and low northwest, showing a three-level platform with a slope of 5% gradually decreasing. The soil is neutral, the pH is around 8, the soil layer is deep, fertile, and has good permeability. The soil organic matter content is rich in , the soil has good permeability and strong drainage capacity. There are no chemical companies around, so the soil is not polluted, and the above conditions are suitable for apple cultivation.
2. Rich groundwater resources, clean water quality
Wanrong County has rich groundwater resources, irrigation water meets the requirements of the corresponding standards for pollution-free food, and the water quality is qualified. Local irrigation is mainly pipe irrigation, which can basically meet the water use during the critical period of apple fertility, which is extremely conducive to the production of high-quality apples.
3, temperate continental monsoon climate, with distinct seasons, long light and large temperature difference
local climate is a warm temperate continental monsoon climate, with severe warm and distinct seasons, with an average annual temperature of 11.8℃, sunshine hours 2364 hours, annual rainfall 550mm, frost-free days, an average crop growth period of 257 days, a 105-day soil freezing period, an average annual evaporation of 1862.8mm, and an average annual light 2364.3 hours. The annual average temperature is 11.8 degrees, the highest average is 25.6 degrees, the lowest is -3.9 degrees, and the annual average soil temperature is 13 degrees from 0 to 20 cm. It is known as "long light, large temperature difference, and the world's reputation is ".
4. Rich cultural resources, creating a distinctive personality
Wanrong was formed by the merger of the two counties of Wanquan and Rongcheng. It has a long history and splendid culture, and has condensed the essence of China's five thousand years of civilization. Here is the root of the Chinese in the Huangdi of Xuanyuan who swept the floor to the altar and sacrificed to Houtu; here is the great strategy of "crossing the seven kingdoms and unifying the world"... In Wanrong, there are 11 national cultural heritage protection units.
In addition to its profound historical culture, what Wanrong is well-known is " Wanrong Joke ". Jokes like "Central and State Council of the Communist Party of China" often make everyone laugh. Wanrong’s joke is Wanrong’s golden business card, and it also gives Wanrong people a distinct personality, that is, they are optimistic, persevering, daring to be the first, and striving to be the first.
5, unique refined management
For a long time, Wanrong Fruit Farmers have explored and created the top ten technologies and eighteen processes for high-quality apple production with the " craftsman spirit ", realizing the refined management of all aspects from planting, watering, fertilization, growth, picking, storage, packaging, etc., and exploring and creating technologies such as "double sets of bags, late picking for eighteen income" with the "first spirit". Wanrong has vigorously promoted modern fruit industry management technologies such as "large thinning, double bagging, strong branch pulling, high light efficiency, organic fertilizer, biological medicine" throughout the county, especially the "membrane + paper" double bagging technology, which is unique in the entire southern Shanxi region.
(II) Focus on the happy gene
Wanrong's city positioning is "China's Laughing City". "China Laughing City" comes from Wanrong's jokes. The survey found that Wanrong Joke has a high reputation and influence and has a broad cognitive basis. Wanrong jokes have always conveyed and spread happiness to people; Wanrong spirit originated from Wanrong jokes, and has a spirit of "zeng". It inherits the gene of the lucky ones in Wanrong jokes and has nurtured a unique optimistic and daring to be the first. Wanrong’s jokes and Wanrong’s spirit point to one core, that is, “happiness”.Just imagine, can a person who likes to tell jokes, a group of people who like to listen to jokes, and a place known throughout the country for jokes, not be happy?
Wanrong culture is very rich, with a total of eight major ones, but among these cultures, the most unique one is undoubtedly the joke culture. Others such as architectural culture and good culture are not unique. Grasping "happiness" is equivalent to grasping the core of Wanrong Culture. Only by grasping the essential feature of "happiness" can it be accepted by the vast number of Wanrong people and further spread it actively.
"Happiness" has a natural connection with apples: in the Bible, Adam Eve secretly tastes the apples actually represent happiness; "Little Tigers" are directly called upon to young people to "don't wander in the middle of the night, come to Apple Paradise quickly." Objects come in various shapes, such as long, round, square, flat, and straight, and among them, the information released by the circle is the happiest and happiest. In addition, among all fruits, apples carry the happiest memories, both older and younger. This is not only because of the scarcity of apples, but also because compared with other fruits, the large shape, bright color and fragrant taste of apples, which cannot be forgotten.
Further open the wings of imagination: In terms of the ultimate pursuit of human life, isn’t it happiness? Isn’t the Wanrong County Party Committee and County Government creating the “Wanrong Apple” brand also seeking a path to happiness for the people? Apple's image is becoming more and more full and more charming. As a carrier of a happy culture, Apple has been deeply rooted in the minds of consumers, engraved in the history of social development, and has become an indelible cultural symbol.
In the current agricultural product consumption environment, the cultural needs of transcending products and pursuing taste have become the main trend. Brand consumption awareness requires cultural awareness to increase consumption premium. Only cultural identity can form better consumption loyalty. This kind of consumption is higher than product consumption level and has characteristics that are difficult to replace. For "Wanrong Apple", "happiness" is not only imprinted by Wanrong culture. Moreover, it has the cognitive foundation of world consumer culture, which not only reflects the essential characteristics of regional public brand creation, but also is a clear signal of the upgrading of industrial competition from product attributes to cultural attributes. "Happiness" integrates the unique cultural system of the Wanrong region, the unique spiritual outlook of the people of Wanrong, and consumers' understanding of Apple's products.
Therefore, based on Wanrong’s unique happiness culture and consumers’ awareness of Apple’s happiness, “Wanrong Apple” focuses on the core value of brand on: happiness.
(III) The unique happy apple
Based on the value of environment, culture, technology, quality, etc., it can be seen that every "Wanrong Apple" has implanted the happiness gene. Therefore, the core brand value of "Wanrong Apple" is refined and the brand slogan is interpreted as: A happy Apple.
Figure 1 "Wanrong Apple" brand slogan communication diagram
From the growth environment, production management technology, and the high quality of Apple itself, it can be seen that every "Wanrong Apple" growing on this land is happy, and every apple has a happy gene; its humanistic environment is happy, the ecological environment is happy, production management technology is happy, and quality is also happy; and what ultimately brings to the people of Wanrong is a happy life, which is the yearning of 350,000 people and is also the starting point for the government to build a brand.
"A Happy Apple" embodies Wanrong's unique culture and consumers' deep understanding of Apple. It not only avoids the homogeneous competition of many domestic Apple regional public brands, but also conforms to consumption orientation, providing consumers with cultural enjoyment beyond the material level, but also sorts out the distinct brand personality of "Wanrong Apple" among the tens of millions of acres of apples in the four major apple-led production areas in China. In addition, "a happy apple" has also injected fresh blood into the fruit market today, organically combining "Wanrong Apple" with consumers' living environment, spiritual needs, and lifestyle, and advocating a happy and healthy attitude towards life.
(IV) Make happiness full
"A happy apple", as the core value of "Wanrong Apple", symbolizes the excellent quality, cultural atmosphere and life values of "Wanrong Apple". This quality is based on the unique growth environment, cultural context, planting technology, product quality, and attitude towards life of "Wanrong Apple", and they together constitute "Wanrong Apple". The value support of "supports the value focus of "happiness", which is specifically manifested as:
·Happy environment is good growth·
00 meters above sea level plateau thick soil, apple golden eugenic area;
Sunshine long Yellow River nourishing, apple growth paradise.
·Happy culture is laughing all over the city·
The birthplace of Chinese culture, the Emperor and Queen of Heaven has a long cultural heritage;
Lotte's spirit is spreading, and the Chinese laughing city is famous.
·Happy planting innovation method·
Having mastered nature for thirty years and pioneering new bagging technology;
Happy righteous planting, achieving a happy new farm method.
·Happy Apple has strong quality·
Happy growth crispy sweet, delicious, beautiful and nutritious;
first recommended standard for the first time, with international quality and good reputation.
·Happy life tastes good·
Life cannot be separated from the fruit of happiness, joy, relaxation and temperament;
Moisturize the heart and fall in love with you and taste the good taste of life.
. Continue happiness: Let "happiness" be concrete
(I) Brand main image
Figure 2 "Wanrong Apple" main image
"Wanrong Apple" brand main image is based on the image of Apple with extensive consumer awareness as the outline, and the word "Wanrong" is incorporated into it to represent Wanrong. The image of the character "Wan" is stretched and smooth, conveying Wanrong's unique happy culture of happiness; at the same time, the image is very consistent with Wanrong's unique flower drum dance shape, with a strong regional style; the brand slogan "A Happy Apple" is located below the main image, highlighting the happy elements in a lively font. The overall image is simple and elegant, with distinct differences and high recognition.
When considering how to perform creative interpretation on the word "南", the breakthrough point is Wanrong Flower Drum. When is the happiest time for people? It is not labor, not thinking, nor reading, but dancing. Especially when dancing and music are accompanied by it, all anxiety and unhappiness will be abandoned and the human nerves will be completely mobilized. The Wanrong Flower Drum is a folk art form that combines dance and music. Moreover, an old man in his 70s in his flower drums appeared on CCTV screens a few years ago and was well-known.
As a traditional art, although the grand occasion of Wanrong Flower Drum is difficult to redeem, this does not affect its expression as an important element when symbols are created. Like God's help, a little adjustment of the word "Wan" is a dance human form, which looks unrestrained and passionate, perfectly conveying the breath of happiness.
The symbol creation of "Wanrong Apple" is very successful. It not only reflects the industrial characteristics of Apple, but also expresses strong regional characteristics. At the same time, it fully releases the connotation of happiness and intuitively conveys the core value of the brand.
(II) Value support graph
Figure 3 "Wanrong Apple" value support graph
"Wanrong Apple" brand value support graph is based on the outline of the brand's main image. It embodies the five value support of "Wanrong Apple" through simple pictures, and is widely used in product packaging, brand promotion and other aspects to strengthen consumers' brand impression.
(III) Dissemination auxiliary graphics
Figure 4 "Wanrong Apple" auxiliary communication graphics
"Wanrong Apple" brand communication auxiliary graphics in a simple hand-painted style.It depicts the harvest scene of a happy orchard, interprets the happy production process of fruit farmers, and integrates the flower drums that Wanrong expresses happiness into it. The picture is full and warm and full of visual impact. The color is based on the red of the brand's image, and a multi-color version is launched to meet the needs of different communication occasions.
(IV) Cartoon pattern graphic
Figure 5 "Wanrong Apple" cartoon image schematic
"Wanrong Apple" brand cartoon character graphics are based on the main image of the brand, extracting the symbolic elements of Wanrong Flower Drum in the main image, and creating cartoon characters that stretch, agile and express happiness. They are not only the spokesperson of the "Wanrong Apple" brand, but also profoundly interpreting the local culture and brand connotation. In the future, cartoon characters will be widely used in brand promotion images. At the same time, with its virtual attributes, they will carry out interesting marketing in self-media such as WeChat, Weibo, , etc., promote consumer interaction and deepen consumers' brand impression.
(V) Brand image application
Figure 6 "Wanrong Apple" value support poster
Figure 7 "Wanrong Apple" symbol grading
Figure 8 Packaging application system example
Figure 9 Store and shelves
. Transmit happiness: It is better to be happy alone than to be happy for the whole family
(I) In conjunction with the apple growth node, the agricultural festival activities will be held in a timely manner
0,000 Rong County Government grasps key links according to the characteristics of apple growth, and holds theme activities once a month. For example, in 2017, the Fruit Flower Festival was held in April, the "Wanrong Apple·Bag Legend" bag competition was held in May, the Orchard "Skillful Hands" competition was held in June, the Apple Food Competition was held in July, the "I Endorse for Wanrong Apple" event was held in August, and the "Food Star" selection event was held in September, and the National Shentong Merchants "Wanrong Apple" Picking Festival was held in October. Through internal and external interactions, 156 e-commerce platforms across the country signed contracts for 2,500 products on the same day, achieving sales of 1.31 million yuan. The brand also accompanied these products to all parts of the world.
Figure 10 "Wanrong Apple" theme park
(II) Actively promote it, radiating to domestic and foreign
"Wanrong Apple" takes the initiative to go out and holds 15 "Wanrong Apple" brand promotion activities in 9 major cities across the country.
makes efforts online and offline, and both domestic and foreign countries have taken action. Wanrong uses the "Shanxi Brand Silk Road Tour" and "Wanrong Apple" to become popular in the Belt and Road" activities, making the "Wanrong Apple" brand across the ocean and become famous all over the world.
Figure 11 "Wanrong Apple" exports to the United States
(III) National mobilization to increase brand awareness
After the release of the brand, the Wanrong County Government immediately launched the "Wanrong Apple Mascot Name" solicitation activity to the society, promoting the concretization, vividness and physicalization of the abstract "Wanrong Apple" brand, attracting attention from all walks of life to Wanrong Apple, hotly discuss Wanrong Apple, research Wanrong Apple, interpreting the theme of "I participate, I am happy", and achieving symbiosis and win-win results for soliciting names and disseminating brands.
In order to allow the brand symbols of "Wanrong Apple" to be disseminated and promoted with WeChat, the most common social software at this stage, the government invited professional companies to design more than 20 "Wanrong Apple" emoticons, which were widely promoted in WeChat Moments, everyone is a medium, and the public participated, so that the "Wanrong Apple" brand symbols could be integrated into the audience's chat process.
Figure 12 "Wanrong Apple" mascot shape
(IV) Combined with application scenarios, determine various implantation forms and peripheral product designs
If you want to deepen the impression of the brand in the audience's mind, you must increase the number of dissemination times and increase the frequency of dissemination. The Wanrong County Government has carried out in-depth implantation activities of the "Wanrong Apple" brand in related activities, various exhibitions, and various locations, so that the brand symbols of "Wanrong Apple" flow in the activities, and spread the "Wanrong Apple" brand in the form of soft advertising.
first, trademark implantation.The Wanrong County Government has customized T-shirts, cultural shirts, and sun hats with the brand "Wanrong Apple" printed on it. They are distributed to staff in activities such as Peach Blossom Festival, Apricot Blossom Festival, Sunflower Festival, Houtu Ceremony, Poetry Conference, Lone Peak Mountaineering Festival, Xitan Fishing Festival, etc., making the "Wanrong Apple" brand LOGO a beautiful flowing landscape in various festival activities.
Figure 13 Disposable water cup
second, physical implantation. At various exhibitions that you attended, Apple with the "Wanrong Apple" brand logo was brought to the event site. By allowing everyone to taste it on the spot, the excellent quality of "Wanrong Apple" was passed on by word of mouth and widely spread the distinctive connotation of the Apple brand.
Figure 14 Apple
with "Wanrong Apple" LOGO third, cartoon implant. Through sachets embroidered with the "Wanrong Apple" brand logo, paper-cutting, scenic spot facilities painted with mascots, etc., regional brands can travel all over the country with the impression of Wanrong left by the scenic spot to tourists.
Figure 15 Sachet
with "Wanrong Apple" LOGO, fourth, free gift implantation. The cultural fruit of the "Wanrong Apple" brand LOGO was given to friends from all walks of life who came to Wanrong to visit and go out to connect with each other, which not only enhanced emotional connections, but also spread the "Wanrong Apple" brand.
Fifth, function implantation. We provide carpets, table signs, brand names, fruit holders with the "Wanrong Apple" brand logo printed with the "Wanrong Apple" brand logo, as well as the performance of the dance "Happy Apple" and the distribution of Apple LOGO souvenirs. Through the pictures, videos, Weibo and WeChat published by exhibitors, the massive information of "Wanrong Apple" was spread, effectively improving brand awareness.
(V) Through different roles, the Internet celebrity effect is triggered
Wanrong County Government has focused on creating three types of Internet celebrity roles:
, elite Internet celebrity. Social elites have great appeal and influence in a certain field. The Wanrong County Government focuses on exploring Wanrong’s elites abroad, using them as a fulcrum to leverage brand communication. Li Hansheng, a native of Wanrong, is one of them. Li Hansheng has been engaged in the food industry in Beijing for more than 30 years. In 2013, he returned to Wanrong to establish the Sanyiyuan National Studies Study Tour Base. He is a well-known Confucian businessman. In August 2017, the Wanrong County Government invited him to endorse the "Wanrong Apple" brand and made a video of his story with "Wanrong Apple". With his widespread dissemination of his friends, the cumulative number of online clicks exceeded 50,000.
, college student internet celebrity. College students are active in thinking, advanced in nature, have strong acceptance ability, and pay high attention to employment and entrepreneurship. The Wanrong County Government seized this group and vigorously promoted the "Apple Shock" model of youth innovation and entrepreneurship, implanted the "Wanrong Apple" brand image into the "Golden Biao Fruit" created by his ingenious craftsmanship, and spread it in combination with his legendary entrepreneurial experience, which won the general attention of the college student group.
Figure 16 "Apple Shock"
, grassroots internet celebrities. Wanrong is smart and humorous, and can speak wisely. dry-board and many rumors are there. Wanrong's "bag sister" Zhang Xiufang made a rumor in the bag, which was playful and vivid. The Wanrong County Government spread her bagging video widely through major media, which made her really popular. During the removal of the paper bag in 2017, the Wanrong County Government struck while the iron was hot and instructed the "Bag Sister" to paste the plastic film with the "Wanrong Apple" logo printed onto the apple. Now, all the 50,000 kilograms of apples in the "Bag Sister" have been picked and sold out by tourists in the park, which not only spreads the "Wanrong Apple" brand, but also allows fruit farmers to make a fortune.
(VI) Emerging media combines traditional media, deepening the marketing matrix
media is also productivity. At each event, the Wanrong County Government will invite domestic and foreign traditional media and new media to participate widely, which will trigger thousands of online and offline interactions and screen-like reports that combine new and old media.
In terms of new media, in May 2017, Wanrong opened the WeChat public platform of "Wanrong Orchard, What's Things About Wanrong Orchard", which tells the most down-to-earth stories of Wanrong Orchard, Wanrong Fruit Farmers, Wanrong Fruit Merchants and "Wanrong Apple" through original pictures and texts and videos, and ignits the brand effect through rural feelings. When the WeChat official account was running for half a year, the number of followers had reached more than 40,000.
In terms of traditional media, "Wanrong Apple" has appeared on CCTV, appeared on the Spring Festival Gala, and entered film and television.
Wanrong E-commerce Association President Jia Qiuli participated in the "Food Shop Great Turntable" program of "Knowing Materials and Knowing the Way" held by CCTV-7 in October 2017. The story of the "Wanrong Apple" brand impressed the on-site judges and many e-commerce platform leaders. Hema Fresh signed an order worth 1 million yuan with it. With the help of CCTV's large and fixed viewership groups, we have conducted a national promotion for the "Wanrong Apple" brand.
Wanrong's "Happy Uncle" Wang Qiren was invited to participate in CCTV's " I Want to Spring Festival Gala " program. With his superb performance and witty and humorous live interaction, he won the "Popular King" in one fell swoop. What is commendable is that this "Lehe Uncle" also promoted "Wanrong Apple" on the spot, which once again made the "Wanrong Apple" brand come back on CCTV.
Figure 17 Wanrong "Happy Uncle"
Wanrong County Party Committee and County Government filmed the TV series "Apple is Red" and the joke drama "Orbor Anecdotes" to commemorate the 40th anniversary of reform and opening up, "Happy Apple", a key theme TV series "Happy Apple", opened the window of film and television, and spread the "Wanrong Apple" regional public brand farther, louder and brighter.
(VII) Expand sales channels and attach importance to the e-commerce effect
In 2016, Wanrong County was identified as the "National Comprehensive Demonstration County for E-commerce to Rural Areas". After more than a year of development, more than 4,000 people have been engaged in the e-commerce industry, and the daily shipment volume of goods is about 10,000. The communication card with the "Wanrong Apple" brand LOGO printed is loaded into the express box, allowing the "Wanrong Apple" brand to borrow express parcels and spread to all parts of the country.
Figure 18 Wanrong County Village-level outlet e-commerce training class
In addition, Wanrong County Government also held the WeChat delivery event "Wanrong E-commerce I Trust, Wanrong Apple I Love the Most", the "Wanrong Apple Cup" e-commerce online goods development competition and the innovation and creativity competition, and spread the "Wanrong Apple" brand to the outside world by gathering e-commerce talents.
. Current problems and development suggestions
Although "Wanrong Apple" has achieved good results in overseas sales and e-commerce sales, it is currently facing poor execution in its implementation process. There is a phenomenon on Taobao that is under the banner of "Wanrong Apple", but the products sold are not produced in Wanrong Apple. Therefore, the brand protection of "Wanrong Apple" has a long way to go. Anti-counterfeiting logos should be widely used, and consumers should be informed on external windows such as WeChat official accounts, government official websites, association official websites and other external windows to avoid "virtuous people" damaging the brand image of "Wanrong Apple".
There is no unified brand symbol system for "Wanrong Apple" on many "Wanrong Apple" e-commerce details pages. When explaining the value of "Wanrong Apple", only mentions the product characteristics of "Wanrong Apple". It is not based on brand positioning and core value, which easily leads to a lack of brand personality, and it is difficult for consumers to distinguish "Wanrong Apple" from other brands of apples. In terms of e-commerce packaging, many merchants do not use unified packaging, and consumers will have questions about whether the products sold belong to "Wanrong Apple", causing confusion. Therefore, systematic symbol and packaging design should be implemented.
WeChat public account "Wanrong Orchard Things" is not updated in fixed time, and the content settings are not diversified enough, making it difficult to attract potential consumers. In terms of tweet layout, the symbolic system of "Wanrong Apple" is not integrated into, making it difficult to highlight the brand's personality, allowing the audience to feel the unique charm of "Wanrong Apple". Therefore, WeChat official accounts need to have special brand operators to participate in the editing, and work hard on topic selection and layout.
There is no brand without communication, and there is no brand future without brand protection. Unifying brand communication, strengthening brand protection, and maintaining the hard-won brand influence of "Wanrong Apple" is the common responsibility of Wanrong County government, association, enterprises and fruit farmers.
