“if the brand culture is injected into the product to give it a strong cultural air and a unique and distinct personality, consumers are motivated by special emotional values and are willing to pay higher prices.” the concept of cultural marketing teaches us that building and disseminating brand culture that meets the emotional demands of targeted consumers and putting it above products enhances product premium capacity. Perhaps that is why we now see a growing number of traditional agricultural products beginning to try “fashionized” brand routes。
As the standard of living of urban dwellers continues to rise, the demand for agricultural products has gradually shifted to value added in terms of quality, safety, services, etc., and the demand for modern agricultural products has increased。
In the case of the transition of some agricultural products, “fashionization” can be pursued by four main strategies:
1. Brand fashion
Branding makes the agricultural products offered by traders in one way or another different from other products used to meet the same needs. These differences can be functional, physical and tangible, i. E. Related to brand product performance, or more symbolic, emotional and intangible, i. E. Related to what brands represent。
The geographical culture and humanism inherent in agricultural products are good available resources. How to communicate it to consumers and provide them with physical or emotional pleasure requires a unique brand image that enhances brand identity and association。
Mode one: storytelling
Branding stories convey brand culture and ideas and are one of the effective tools for branding in the internet age. Consumers'sense of identity in agricultural brand culture is related to the market competitiveness of agricultural products. How to tell a brand story, we can look at oranges. The former king of tobacco, 75 years old, contracted 2,000 acres of wasteland to start a business; 84 years old, his orchard produced 8,000 tons of oranges annually, with a profit of more than $30 million, because such brand stories, backed up by personal experiences, packaged “orange” as “stimulate oranges” prompting consumers to resonate with “we have all failed, failed or once again stood only your choice”。
In the kunming market, the price of a box of oranges (about 5 pounds) rose from $35 in 2009 to $80-100 in 2014, a price trend that, in addition to product quality, we cannot ignore is the emotional value conveyed through brand stories。
Mode two: love
How can indigenous agricultural products, even unheard of ones, be accepted and recognized by the new generation of mainstream consumers from the mountains? An internet-generated brand of wine, “drink-free”, also from the red-earth highlands, starts with branding and fashioning of the distinctive wine that every household of the local minority needs to make, and quickly penetrates the market for young people and tourists who like to taste。
“we traveled to yunnan to visit 23 villages with a tradition of beaming, to visit 62 senior wine craftspersons, lasting 243 days, to drive more than 8,400 kilometres, to drink a short film 54 times and to look for the most pure wine process”, “the product was tested six times throughout its development, inviting 69 good drinkers to taste, of whom 70, 13 after 80, 36 after 90, 20 after 80, 6 from 57, 4 from 8 to 66, 0 from 3, and the heart's mouth was tested for wine”
The free drinking promotes the experience of “joy and joy” and slogan “bringing wine with a girl's spirit” attracts a lot of consumer attention and enthusiasm, followed by a phrase “singing with wine and youth to return home” that awakens 80, 90 years later the collective about youth, memories about homelessness and emotions。
Mode iii: by-product
In contrast to these two ways, the other way that agricultural brands are fashionable is to “go the other way” after a thorough study of consumer psychology. Today, when almost all traditional hand-made foods have been replicated on industrial waterlines, coupled with frequent food safety incidents in the news media, consumer demands for the safety, health, etc. Of agricultural products are in no way diminished as an absolute protagonist on the table. Taking advantage of the popularity of urban consumers in recent years with respect to “pre-ecocosystems”, the concept of “direct supply” has been optimized, and the most “fresh” agricultural products have been delivered directly to the consumers' table in cooperation with the government of their origin. While obtaining the most authoritative endorsement of product quality, farmers ' marketing difficulties were addressed in one-off terms from brand names, promotions, channels, etc。
2. Channel fashion:
In the winter of 2013, “orange” opened a curtain of cooperation with a specialty agricultural product and electric power platform with a living net. (a) the sale of oranges from the south-west border to developed cities in the north, up and wide, through the platform of their original lives, which is popular throughout the country;
(c) the use of the “entity plus” approach to the online presence of the kunmingtri lake gauptryfe cultural centre, the display and sale of the same platform as numerous intangible cultural heritage projects, the binding of business and culture in the birthplace of the kunming popular culture; the online placement of the “sweet fresh” fresh electricer platform under the banner of the choi group, and the strategic collaboration with the kunming media platform “friends”, which parallels and actively expands other avenues of cooperation;
An electrician was also selected for the “cow village” distribution channel. In addition to skycat's own shop, china has been selected as the unique china cat, a platform that seeks to develop the concept of “direct supply” and sells it to the nation along with many of the best local “specialty products”。
3. Modified philosophy
Out: the concept of free drinking as a “platform to find good” provides a full-scale packaging, operation and promotion platform for local wines in yunnan, helping to move agricultural products in the mountains and highlands towards wider markets. This is inextricably linked to the group behind the drinking. According to the alcoholic owner, “breeding” was created by a group of good drinkers, advertisers and core members who had served in beijing, guangzhou and yunnan's top public relations companies, advertising companies and, after having successfully served many well-known clients, began to make their own brands, the idea being to “continue to hand over professional matters to professionals”. The platform operates with a high level of product maintenance, direct dialogue between consumers and suppliers, and timely matching of production and sales information, while providing the highest quality brand and product services to local eco-producer communities。
Come on in: “cow villages” introduces the concept of “tourism of origin”, invites consumers to travel, visit, and invite consumers to their farmers' homes, and gives consumers a more intuitive sense of the natural and original ecology of agricultural products, both to dispel some of the consumer's doubts about product safety and to feed back to older users, while providing consumers with a different route from the mainstream online, while bringing in a lot of customers for local governments。
4. Marketing fashion
In the web2. 0 era, the promotion of agricultural products also depends on the sns platform and on social marketing。
On 16 november 2013, at noon, the koreans issued a tweet stating: “i do not think it is necessary to be so precise...” with a picture of a large paper box with only an orange on it, with a message on it: “in a complex world, one is enough” (the slogan “app” hosted by han). This microblogging has generated large-scale coverage, with more than 3 million readings and more than 4,000 referrals of comments. That's right, it's one of a series of famous marketings for oranges — “80s and 80s”. With the exception of zhang zhang, the 80-year-old family members, including chiang's ark, zhao riri, zhang bo, and zhang zhang bok, have lost their gold wands. The orange propaganda case is also quite artistic: “sweet, sweet, slightly acidic, like life”. According to official data, sales of oranges in 2013 were 10 times higher than in 2012, reaching more than 1460 tons。
The question of how to move away from the image of “earth” and make agricultural products more acceptable to young groups from the culture of fashion is the subject of research in many agricultural products today. Brands can pass on a certain level of quality assurance and a satisfactory purchaser can easily choose the product again. Brand loyalty also provides predictable security of demand for companies and creates entry barriers that make it difficult for other companies to enter the market. It can also be interpreted as a willingness to pay higher prices, usually in the range of 20 to 50 per cent. It now appears that brand “fashionization” should be an effective means of increasing acceptance and acceptance of agricultural products by urban young people with greater consumer capacity and brand loyalty。
Responsible editor: zhang dei
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