Jilin Rice's "Rice Bag" to Enrich the Masses Promotes the Brand Construction

"Jilin rice is strong, chewy, and not reborn, especially Jilin Xiaoding. I prefer it, and now it has become dependent." Recently, the promotion activity of Jilin grain brand and Shulan rice in Beijing was successfully held. At the same time, in order to further sink the sales channel, Shulan rice launched a series of activities of "entering supermarkets, communities, central enterprises, and catering", and won the unanimous praise of the people in the capital with its unique quality of "moist, waxy, fragrant, and sweet".

Accumulate well and make great contribution to the brand of Jilin rice

This activity, with Shulan rice as the regional brand, is a vivid practice of deeply implementing Jilin rice brand leap project, releasing core brand dividends, and empowering regional brands. It aims to further consolidate the foundation of Jilin rice core brand through the cultivation and promotion of regional advantageous brands in the province, constantly expand the market space in Beijing Tianjin Hebei, and strive to build multiple market channels, Accelerate to improve the market influence and brand loyalty of Jilin rice brand, and make Jilin Haoliang become the capital People's“ Central Kitchen ".

Deputy to Jilin Provincial Grain and Material Reserve Bureau Director Sun Haoming pointed out that, In recent years, by continuously promoting the construction project of Jilin grain brand led by Jilin rice and Jilin fresh corn, we have deeply explored the potential of high-quality grain resources, and promoted the transformation of resource advantages to industrial advantages and benefit advantages. Jilin grain brand has risen rapidly and its advantages have emerged. As the base of high-quality grain commodities, Jilin has formed a strong complementarity with Beijing, and has built a long-term stable production and marketing cooperation relationship. Jilin rice that is "delicious, nutritious and safer" for the people in the capital is a part of Jilin grain enterprises Original intention. Today, Jilin rice has entered the main channel of grain and oil supply in Beijing, enriching the "rice bag" of the people in the capital with good quality.

At the Jilin Grain Brand and Shulan Rice Production and Marketing Matchmaking Conference, more than 70 large central enterprises, chambers of commerce The association, dealers and distributors attended the meeting and communicated with 22 rice enterprises from Shulan on site. 11 enterprises have reached 12 production and marketing cooperation intentions, and signed a total of 39300 tons of Shulan rice, 299 million yuan. At the next promotion and tasting meeting, "Shulan Daohua Fragrance", "Shulan Xiaocho", and "Shulan Glutinous Rice" were soft, waxy, elastic, and smooth, and the taste of mouthful with residual fragrance was unanimously praised by the participants.

Go to the grass-roots level and carry out capillary sales

Jilin rice was not only welcomed by merchants at the promotion meeting, but also became a big item of major supermarkets. The supermarket built "Jilin Rice Shulan Ship", walked into the general office restaurant of Beijing Capital Iron and Steel Industry Group, and Shulan Rice Tasting Activity at the entrance of the community... These activities made the sales face the terminal directly, spread directly to the people's table, and more paste It is close to people's life, and it is easier to understand consumers' evaluation and demands for products, improve in time, and promote the continuous improvement of product quality.

Anzhen Xili Store, Wangcabinet Fresh Food Supermarket located in Chaoyang District, Beijing, was lined up early in the morning on both sides of the store door, in front of the temporary Shulan rice stalls that opened in turn Nearby residents. The field staff said: "Abundant and clean water, deep and fertile soil, four distinct seasons, high-quality and fresh air, green and standardized farming, these unique natural endowments have created the unique quality of Shulan rice, which is" moist, waxy, fragrant and sweet "." At the tasting event, Jilin Rice won praise from many people. "Jilin rice has a high degree of roundness and gloss, which is really good. It smells delicious and tastes delicious." Zheng Daniang, a resident of Anzhen Community who just participated in the tasting activity, said that she had been an educated youth in Heilongjiang for ten years when she was young, and she was deeply impressed by the taste of northeast rice. In recent years, living water The level was improved, but it was hard to find the pure, natural and fragrant taste of Northeast rice at that time. The Shulan rice she had just tasted made her regain her young memory again.

Wang, Manager of Wangcabinet Fresh Food Supermarket Yongli said: "Our Anzhen Xili Store, a Wangcabinet fresh food supermarket, is mainly used by residents in the community, covering more than 40000 residents within 2.5 kilometers of our store. Now residents pay attention to health care, so they have high requirements for rice quality. At present, the people are quite satisfied with the quality of Jilin rice, and the sales proportion in our supermarket is also increasing year by year, which can reach about 50% at present. "

Jilin rice is a product eaten by ordinary people. At present, the single Jilin rice product of Bufeng Lotus has been updated to the third generation. There are four kinds of products, namely, long grain flavor, rice flower flavor, round grain flavor and Xiaoding flavor, and it has become a "star product" among rice brands. At present, there are more than 1000 major supermarkets in Beijing, together with dealers' supply. Consumers within the Fifth Ring Road of Beijing can buy them everywhere. " Supermarket supplier - Beijing Guchuan Rice Industry Co., Ltd Gao Zhifeng, assistant to the general manager, introduced that the ancient ship rice industry has cooperated with Jilin rice since 2016. It has built grain storage bases in Jilin City and Yushu City of Jilin Province, with a storage capacity of 1.5 million tons. It only takes 12 hours to transport grain from Jilin to Beijing through railway lines. This year, Shulan rice, which is located in the golden rice belt of the world, has been launched in combination with Jilin rice production and marketing. The quality of Shulan rice is trustworthy.

In recent years, Shulan City has focused on building a national agricultural modernization demonstration highland, adhered to quality and green agriculture, and accelerated the full chain, high-end and famous rice industry. In 2022, it was included in the national agricultural brand boutique cultivation plan by the Ministry of Agriculture and Rural Affairs, and won the honor of 2022 with 10.048 billion yuan No. 34 on the list of top 100 regional brands in China; In 2023, Shulan Rice won "2023 My Favorite No. 6 on the list of Chinese brand rice brands. Next, Jilin grain brand will take this regional brand main body promotion activity as an opportunity to improve the "trinity" interaction mechanism of core brand, regional brand and enterprise brand, constantly innovate the form of activities, continue to empower regional dominant brands and leading enterprise brands, and promote the joint growth and prosperity of core brand, regional brand and enterprise brand, Accelerate brand construction from "quantitative development" to "qualitative leap", and steadily realize the leap of Jilin rice brand.

Disclaimer: There are risks in the market, so you should be careful! This article is for reference only, not for sale basis.

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