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In 2022, as the core initiative of the Chifeng Municipal Party Committee and Municipal Government to build a strong agricultural city and an important green agricultural and livestock product processing base in northern China, the "Chicheng Fengwei" brand should be born at the right time. This not only marks a new starting point for Chifeng agricultural brand building, but also leads the industrial development to an unprecedented new height.
Accumulation, sharpening and precipitation
"Chicheng Peak Flavor" is ready to go
In 2023, in the magnificent chapter of the brand rise and market development of "Chifeng Good Things into Beijing", "Chicheng Fengwei" will lead Chifeng Good Things to the broad blue ocean of the Beijing market with its excellent brand influence and market acumen. The contract amount of the exhibition is 16.353 billion yuan, and the total online and offline sales amount is more than 7,300 yuan. The influence and popularity of all kinds of "Chifeng good things" in Beijing have been greatly improved, product sales channels have been further broadened, Beijing-Mongolia cooperation has been deepened in all aspects, and a good pattern of production and sales has gradually taken shape.
2 years, 874 days, 20,983 hours.
"Chicheng Peak Flavor" is full of wind and rain, hard work, rooted in fertile soil, and born to the sun.
Although it is challenging to go from zero to one, the rise of the brand is inevitable.
In 2024, in order to promote the "Chicheng Fengwei" brand to a new height, Chifeng Agricultural Investment Group will work hard to promote the high-quality development of agriculture and animal husbandry industry in accordance with the relevant requirements of the Municipal Party Committee and the Municipal Government to promote the high-quality development of the agriculture and animal husbandry industry, and take the brand upgrade plan as the core engine to build the operation model of the whole industry ecological chain agricultural product image brand alliance.
Driven by the "upgrading of the brand alliance system - carefully selecting good things, upgrading the management system of the production area - focusing on excellent products, upgrading the market development system - gathering energy to expand sales channels, upgrading the publicity and promotion system - improving energy and increasing efficiency, upgrading the product circulation system - integrating and reducing costs, upgrading the whole industrial ecological chain system - opening up the whole chain, upgrading the service guarantee system - upgrading the seven major systems in the city", "Chicheng Fengwei" stimulates innovation vitality and promotes the upgrading of the brand.
Focusing on the brand upgrading plan, the brand image of "Chicheng Fengwei" drives the overall brand value of the brand alliance to upgrade and grow by leaps and bounds, and at the same time drives the steady improvement of the city's brand value. In 2024, the total value of the "Chicheng Fengwei" brand alliance will be 75.45 billion yuan, ranking first in the region.
Chapter 1 Matrix gathers energy and seeks long-term win-win results
——"Chicheng Fengwei" brand alliance system upgraded
The "Chicheng Fengwei" brand alliance brings together 7 municipal and county-level regional public brands, 9 municipal-level geographical indication certification trademarks, 33 county-level geographical indication certification trademarks, integrates 408 high-quality agricultural and livestock product brand enterprises, and jointly initiates the "Chicheng Fengwei" whole industry ecological chain brand alliance.
Optimize and upgrade the original 1+N+M brand management model, take the "Chicheng Fengwei" image brand alliance upgrade plan as the core, and create the "Chicheng Fengwei" brand ladder management model around the "basic brand-upgraded brand-exclusive brand-leading brand".
Vertical and horizontal, solid foundation brand
In 2024, the number of brand licensing companies has expanded to 161, and the number of licensed products has soared from 207 to 1,215, forming a strong brand matrix. Through integration, more high-quality agricultural and animal husbandry products of Chifeng can be promoted, and the real good things of Chifeng will go to a broader market.
Fine screening and careful selection, selection and upgrading of the brand
In the careful selection of brands, we uphold the concept of "selecting the best of the best, selecting the best of the best", and after the in-depth brewing, market research and recommendation of Qixian County, the first batch of 35 excellent brands such as Tong Ming Qianhe and Kaifeng Commerce and Trade were selected to enter the sequence of brand upgrading. This is the initial formation of the "Chicheng Feng Flavor" series, and it is also a perfect interpretation of Chifeng's high-quality brand.
Gather momentum and empower and launch exclusive brands
Based on the classification of "high-end organic, gift package and FMCG", the first batch of more than 10 exclusive brands was launched, including organic millet, Zhaowuda mutton, original sunflower seeds, buckwheat tea, sweet buckwheat wine, etc. These exclusive products not only meet the diverse needs of the market, but also represent the pinnacle of Chifeng's quality.
The whole is down, and the main brand is leading
With the core idea of "raising the height of the industry and launching single products", the first batch of selected Zhaowuda sheep, Chifeng buckwheat, Aohan millet, Ningcheng Ningguo, Wengqi Wenguanguo and Karaqin tomato became the first batch of "Chicheng Fengwei" leading brands. They are not only products, but also the direction of Chifeng's future agricultural development.
Chapter 2 Demarcation of production areas Traceability and quality improvement
——The management system of "Chicheng Fengwei" production area was upgraded
"Chicheng Fengwei" puts quality first, and presents the promise of "single product traceability" through systematic demarcation of production areas.
Approval of the base production area
Based on geography, scale and quality, the first batch of 6.71 million mu of basic production areas was approved, covering 59 varieties and 300 regions, to ensure the stability of production capacity and quality.
Upgrading and upgrading the production area
Following higher standards, the first batch of 2.15 million mu of upgraded production areas was demarcated, and landmark products such as Chifeng beef and Chifeng mung beans were bred here.
Exclusive base building
The first batch of 560,000 acres of exclusive production areas was selected to provide guarantee for 10 core products, and 9 high-quality enterprises were used as processing bases to achieve unique flavors.
Leading the integration of production areas
Attracting resources and revitalizing water, moistening the fertile soil, 1.31 million mu leads the rise of the production area in the integration of industry and brand, drives rural revitalization with innovation, and injects a steady stream of vitality.
Chapter 3 Diversified Exploration, Increasing Efficiency and Benefits
——"Chicheng Fengwei" market expansion system upgrade
"Chicheng Fengwei" is not limited to the production area, but also blooms in the market map.
Take advantage of the momentum and lay out offline channels
With 12 image stores in Beijing, Tianjin, Jinan, Hohhot and other cities as the core, and 35 brand authorized stores as the support, it plans to expand to 300 authorized stores within the year to build a solid market network.
The rise of the "production and marketing alliance".
Cooperate with Anghexin Technology to enter the world's major supermarket systems; Cooperate with Huizhou Yiwo Bee Group to promote the supply of Chifeng beef and mutton to the Greater Bay Area; Docking with Chain Agriculture Holding Group to enter the domestic bulk procurement market; Contact Japan, South Korea, Russia buckwheat merchants, expand international business cooperation. Through multi-party interconnection, the "Chicheng Fengwei" agricultural products have steadily entered the national and global markets, and the brand has taken root in multiple scenarios.
Online and offline
Flagship stores have been opened on platforms such as JD.com and Douyin, and online group buying and offline sales have been promoted simultaneously, bringing the taste of sincerity to thousands of households.
In 2024, the online and offline sales of the brand alliance will exceed 2 billion yuan, composing a legend with a unique flavor from the field to the market.
Chapter 4 The sound is like a tide, and the background is like a torch
——"Chicheng Fengwei" publicity and promotion system upgraded
With innovation as the engine, "Chicheng Fengwei" has built a comprehensive brand publicity matrix to help the brand go to the whole country and play a leading and driving role.
Brand refresh, visual upgrade
In August 2024, Chifeng Agricultural Investment Group joined hands with the elite team of Tsinghua Academy of Fine Arts to design and extend the visual image of the "Chicheng Fengwei" brand, covering offline stores, product packaging and other scenarios, so as to achieve a unified upgrade of the brand image.
91 offline image stores, authorized stores, government and enterprise theme canteens and restaurants have been decorated in a unified style, forming a comprehensive display matrix and further amplifying the brand voice.
Driven by public welfare, diversified communication
Relying on the resources of high-quality Internet celebrities, the "Chicheng Fengwei" public welfare agricultural alliance has been created to form a unique promotion matrix. New media platforms such as WeChat, Douyin, and Kuaishou have been fully opened, and online stores such as JD.com's flagship store, "Chicheng Fengwei" WeChat mini-program mall, Douyin, and Kuaishou have been fully launched.
Online and offline publicity linkage, covering high-speed rail stations, highways, subway stations, core business districts and other scenarios, greatly enhancing brand influence.
Cultural empowerment, propaganda alliance
Through the propaganda alliance formed with the central media, the official media of the autonomous region and the municipal official media, "Chicheng Fengwei" is more authoritative and influential in official propaganda. It has carried out brand promotion in core areas such as Tiananmen Square and Wangfujing Pedestrian Street in Beijing, with an average daily exposure of more than 300,000 people.
The number of audiences in various publicity and promotion channels has exceeded 100 million.
Chapter 5 Transportation and distribution reach the world
——"Chicheng Fengwei" product circulation system upgraded
The path of the product to the customer is the direction of the brand towards the future. In order to achieve this goal, Chifeng Agricultural Investment Group has joined hands with a professional logistics operation team to build an efficient and stable cold chain logistics system.
The "Chicheng Fengwei" logistics center has introduced the leading provincial smart cloud warehouse data management system in China, and planned 13 distribution areas, 12 main distribution lines, and 15 cold chain and general transportation integration special lines. Combined with the existing capacity, it is equipped with 43 refrigerated trucks and 7 short- and medium-distance transport vehicles, with a daily transportation volume of more than 600 tons, and a professional team of 65 people to ensure the smooth operation of logistics.
Bringing together the warehouse resources of 12 banner counties and districts, with Beijing Shunyi logistics transit warehouse as the core hub, radiating the five major cloud warehouses in the country, with the strong support of the preferential policy for warehousing, the circulation cost has been reduced while comprehensively improving the circulation efficiency, the transportation cycle has been shortened by more than 3 days, and the transportation and storage cost has been reduced by more than 60% year-on-year.
By opening up every link of cold chain logistics, "Chicheng Fengwei" is paving a solid road for the long-term development of the brand.
Chapter 6 Whole-chain integration and ecological interconnection
——"Chicheng Fengwei" whole industry ecological chain system upgrade
Build an industrial matrix and reshape the ecological chain
Focusing on the comprehensive improvement of the ecological environment of high-standard farmland production areas, production area boundary management, provenance cultivation, production capacity verification in production areas, resource integration of production and processing enterprises, product development and design, brand promotion, online and offline multi-sales scene construction, logistics cold chain support and other services, build a whole industry ecological chain system covering production to sales.
At the same time, the implementation of Chifeng City's "Qilaotu Mountain Yumai Mountain Hill Area Revitalization and Development Plan", after in-depth research and demonstration, preliminarily determined that Zhaowuda sheep, Chifeng buckwheat and Chifeng melon seeds are the three major single products developed by the whole industry chain, and fully stationed in the "Chicheng Fengwei" whole industry ecological chain incubation center.
Chifeng Agricultural Investment Group uses digital technology to help the cross-industry and cross-ecological integration and reorganization of all links. By organizing and building a closed-loop ecological finance, efficient and intelligent logistics, and an omni-channel and full-link supply and demand allocation system, we will promote the high coupling of various elements of the industrial ecology, improve the overall efficiency, and reduce the overall cost, so as to break the "small, scattered, chaotic, and weak" dilemma of traditional industries, and realize the promotion of supply-side reform from the demand side.
Chapter VII Service Guarantee Policy Support
——"Sincere Fengwei" service guarantee system upgrade
Jointly build a protection mechanism and make every effort to serve development
The United Municipal Agriculture and Animal Husbandry Bureau, the Bureau of Commerce, the Market Supervision and Administration Bureau and other departments have established a supervision and management mechanism for brand protection to ensure that every link is effectively supervised and managed.
Beijing-Mongolia cooperation has boosted Chifeng's eight measures to "bring high-quality agricultural and livestock products into Beijing".
A series of favorable policies have injected strong impetus into Chifeng's deep cultivation of the Beijing market.
Win-win cooperation and seek common future
Full of sincerity, the taste of Zhanfeng is full of clouds. Dream building is hot, and the starlight along the way is rewarding.
The renewal of the brand is not only a transformation, but also a new journey. It embodies the dreams of Chifeng farmers and herdsmen and enterprises, creates a strong brand alliance, and pushes Chifeng's quality and ingenuity to a broader market stage. "Chicheng Fengwei" will move forward side by side with every partner to create brilliance and move towards a broader world with Chifeng's sincerity and hope. We firmly believe that the linkage between the enterprise and the brand will write a glorious chapter of Chifeng agriculture and animal husbandry in the new era.
Source: Official WeChat of Inner Mongolia Daily
Editor: Dong Ying
Editor: Zhao Zongjie
Final review: Li Enguang
Director: Zhao Huiru