Economic Daily and JD.com released data——

Whether consumption is prosperous or not, word of mouth is the benchmark

Data source JD.com Consumer and Industrial Development Research Institute

Enhance the influence of landmark agricultural products

　　Liu Hui

　　To revitalize the countryside, it is inseparable from the creation of "golden signboards".

Anji white tea, Yantai apple, Zhangqiu green onion, Nanfeng tangerine... In recent years, the quality and quality of my country's landmark agricultural products have risen, and the brand influence and maturity have been significantly improved.

　　In terms of quantity, the number of regional public brands of agricultural products maintained steady growth.

According to incomplete statistics, the number of regional public brands of agricultural products has increased from 1,157 in 2019 to 1,312 in 2021.

Among them, the western region has the largest number of regional brands of online agricultural products; Shandong Province is the province with the largest number of regional brands.

Comparing the search times of landmark agricultural products in different provinces and cities, it can be found that Xinjiang is the province with the most searches by consumers, followed by Chongqing, Ningxia, Yunnan, Hunan and Shandong.

　　In terms of influence, in Yunnan, Ningxia, Xinjiang, Heilongjiang and other landmark agricultural provinces, well-known landmark agricultural products occupy the “C position” of sales, such as Yunnan tea, Ningxia mutton, Xinjiang fruit and Heilongjiang. rice etc.

These products not only sell more and sell well, but also further drive the rise of agricultural products in the entire region.

　　On the consumption side, the gradual expansion of the influence of landmark agricultural products is more obvious. Consumers have higher and higher demand for high-quality landmark agricultural products, and are accustomed to using "landmarks" to screen agricultural products to improve the quality of family life.

　　At the same time, the more economically developed areas are, the higher the proportion of consumers' purchase of landmark agricultural products, and the overall trend of consumption upgrading.

It is worth noting that the transaction volume of landmark agricultural products in first- and second-tier cities is relatively high, followed by county and rural consumers.

And from the perspective of the growth rate of landmark agricultural product consumption, Qinghai, Shaanxi, Guangxi and other provinces lead the growth rate.

There are two reasons behind this. The online shopping rate in economically developed areas is relatively high, and consumers can quickly purchase landmark agricultural products through e-commerce platforms; the sinking market has convenient and convenient purchasing channels for agricultural products nearby, which complements online shopping. Most of the local consumers are familiar with agricultural products and understand the quality, taste, nutrition, safety and other characteristics represented by landmarks, and thus become important consumers of landmark agricultural products.

　　The distinctive consumption characteristics of landmark agricultural products have pointed out the future development path for related enterprises.

Product planning and marketing can be carried out for relevant consumer groups, and enterprises can make more use of emerging channels and digital technologies to accurately understand and meet the demands of target groups.

At the same time, consumers should be encouraged to evaluate and share shopping through social platforms, so as to drive other consumers to buy landmark agricultural products, so as to expand a wider influence for high-quality landmark agricultural products.

　　(The author is the dean of JD Consumer and Industrial Development Research Institute)