The Chinese export volume of agricultural products is growing larger every year and the number of premium domestic products is rising. That has led to an increase in brand strategy companies in the Chinese agricultural market.
"The Agricultural Revolution" is a brand strategy company specialized in strategy and promotional structures for agricultural products. The company participated in the Shanghai International Fruit Expo on November 15-17, 2021, where they designed an expo booth that drew the attention of many visitors. Mr. Hu Haiqing, CEO of The Agricultural Revolution, shared his business ideals and talked about the Chinese agricultural market from a brand perspective.
Approach customers with consumer-oriented thinking
Mr. Hu first introduced the characteristics and strengths of the company. "We think that our greatest strength is consumer-oriented thinking. Agricultural brands are of course oriented towards consumers, so we naturally consider this important element. Who is the consumer that we address? What do they need in their life? Those are the questions we ask. Only through this approach can our team better focus on the selling points of the agricultural product and explore the brand associations consumers have. That is how we elicit a positive response from the target audience."
"We have years of experience with the process of modeling agricultural brands. We have also accumulated more and more top-quality retail channels. Moreover, we excel in the connection between brand creation, dissemination, and retail channels. That is the competitive advantage of The Agricultural Revolution," said Mr. Hu.
"There are two main trends in brand formation in the Chinese agricultural market. First, there is commercial brand creation for leading companies in the agricultural industry and the supply chain industry. Second, there is public brand creation for local governments who allow farmers in the region to sell specific agricultural products under this public brand. Regardless of our customer, we always apply consumer-oriented thinking. We do not just focus on the selling points of the agricultural products, we also explore and bring out the connotations that resonate with consumers. We think that only consumer-oriented thinking has real value in the market."
"You could say that The Agricultural Revolution helps agricultural product brands connect with the right retail channels to reach their target audience. In addition, we also help retail channels find the agricultural product brands that have added value."
Suggestions for domestic fruit brands
The difference between premium packaging of import fruit and domestic fruit is growing smaller. Mr. Hu commented on brand creation and premium packaging for domestic fruit products. "Good brands have to be able to communicate to consumers all the selling points of their products, but many domestic fruit brands consider packaging simply as packaging. They have not connected product quality to brand performance. The packaging of good brands helps to spread the image. Moreover, supply companies with a wide array of fruit brands still have a lot of work to do when it comes to the establishment of strong brand names."
"We do not care whether the strength of the brand performance is visual, copywriting, or packaging. They all have to make the consumer understand product quality and unique brand character. 'One look', can be enough to improve the sales conversion efficiency of a product by more than 10%. In addition, we also have to consider the steps in the process of brand dissemination among consumers. We have to create themes and models that have a stronger capacity for brand dissemination. Finding the right connotations for dissemination can add another 10% to the sales conversion efficiency of an agricultural product. The copywriting, visuals, packaging, and expressive themes strengthen the dissemination power of an agricultural product brand and attract high-end retail channels. That is how we raise the efficiency of retail channel linkup by more than 10% as well," explained Mr. Hu. "The brand is there to improve the efficiency of the process that brings agricultural products to their audiences. The three points I just discussed can improve the sales conversion efficiency by more than 30%."
The Agricultural Revolution brand series
The Agricultural Revolution team has provided a great many brands with strategic services. Mr. Hu introduced two examples, "this year we developed a tomato brand for Syngenta Group. We came up with the brand name 'Yoom' [yang mu; cultivate admiration] for their purple tomatoes, as well as the advertisement slogan 'eat tomatoes, choose purple'. The brand name and slogan raised the standard and experience of this tomato. Syngenta Group also introduced another tomato variety of a dark orange color. We used the Chinese name 'sweet liquor pot' [tianjiu wo]. We also purposefully went for an image of Mickey and Minnie Mouse kissing, to give consumers in this time of social distancing the feeling of being close when they gift these high-end tomatoes to their loved ones."
The packaging for these two tomato brands immediately received approval from Dole as soon as they came out. They took the products and sold them via high-end retail channels like Ole and Hema Fresh. These tomatoes sell so well that they have been out of stock several times."
Mr. Hu continued, "we designed an apple brand for apple farmers in Shaanxi called 'the red heart of Shan Shan'. This brand name is a response to a call for national poverty alleviation through the purchase of apples from impoverished farmers. We also came up with the slogan, 'red apples on the plateau, shoulder a great mission'. We also donate an amount of money for every box of apples sold that will go to the 'Shan Shan red heart' public children's library. This project is supported by 20 large companies including Alibaba Welfare, TMall Food, Yi Funds, Business World Media, as well as more than 3,000 traders on the TMall e-commerce platform. Everyone involved raised a total of more than 600,000 yuan [93,937 USD] in only a few months. The first detached public children's library was constructed for the experimental primary school in Zichang county, Shaanxi, on the 25th of October, 2020. Under the rallying cry of a single brand, everyone came together and made the red apple a force for good."
The Agricultural Revolution team joined the Shanghai International Fruit Expo in Shanghai on November 15-17. "Our colleagues in brand strategy, copywriting, design, and marketing all visited the expo. We were able to meet with old friends during the expo and learn about a great many excellent fruit brands. We hope to work with outstanding suppliers after this and together create even more world-class brands for Chinese agricultural products," said Mr. Hu. "We hope to accomplish our mission, but that is not something we can do alone. We have to work together with agricultural science and technology companies, plantation management companies, and suppliers."
For more information:
Mr. Hu - CEO
The Agricultural Revolution