How to build beautiful countryside brand? Township cube will explore with you.

In the past eight years, wherever I went, I insisted on promoting my point of view: run the region first, then sell the products. What do you mean? It is to "sell well" the countryside first, shout out the popularity and reputation of this place, and then market various local specialties. In recent years, with the rapid development of rural e-commerce, whether it is the platform or the government, whether it is institutions or farmers, everyone is thinking about quick results and selling goods to make quick money. Few people can understand and support my point of view, but at most some applause. Actually, I don't care if I understand. But I will never jump into the pit of selling goods by myself. Time has also proved that those who are eager to sell goods from the beginning basically have no good end. At present, most of the organizations selling goods are dying, and many even closed down.

For a time, several hot words swept the country, that is, "e-commerce helps agriculture", "consumption helps the poor", "live broadcast with goods" and so on. As one of the "pushers" of rural e-commerce, I certainly highly agree with the positive role of e-commerce in promoting agricultural products into cities. However, we need to reflect and answer this question. What is the biggest dilemma facing more rural areas in China at present? What is the more important support for development? From time to time, there are incidents on the Internet where grain (fruit) cannot be sold after a bumper harvest, resulting in a bumper harvest and poor farmers. This kind of "sad marketing" continued to be staged, until this year, the Internet Office also issued a document to stop. I don't deny that similar incidents exist objectively, but we need to ask more "why"-

Obviously, "online sales" has increased more sales channels. Why does the phenomenon of "selling a house is difficult" still happen from time to time?

Including WeChat business, community group buying and e-commerce live broadcast, traditional e-commerce, are all striving for good supply. Why is the "sense of gain" of farmers still not obvious?

National policies encourage the platform to give traffic. Why are there so few successful online merchants of agricultural products that many institutions quit their business every year?

For a time, several hot words swept the country, that is, "e-commerce helps agriculture", "consumption helps the poor", "live broadcast with goods" and so on. As one of the "pushers" of rural e-commerce, I certainly highly agree with the positive role of e-commerce in promoting agricultural products into cities. However, we need to reflect and answer this question. What is the biggest dilemma facing more rural areas in China at present? What is the more important support for development? From time to time, there are incidents on the Internet where grain (fruit) cannot be sold after a bumper harvest, resulting in a bumper harvest and poor farmers. This kind of "sad marketing" continued to be staged, until this year, the Internet Office also issued a document to stop. I don't deny that similar incidents exist objectively, but we need to ask more "why"-

Obviously, "online sales" has increased more sales channels. Why does the phenomenon of "selling a house is difficult" still happen from time to time?

Including WeChat business, community group buying and e-commerce live broadcast, traditional e-commerce, are all striving for good supply. Why is the "sense of gain" of farmers still not obvious?

National policies encourage the platform to give traffic. Why are there so few successful online merchants of agricultural products that many institutions quit their business every year?

……

……

This topic is actually related to the "deep water area" of rural development. After eight or nine years of practical exploration, I personally have several understandings: for farmers, it is impossible to solve the development problem by selling their own agricultural products alone; For rural areas, what needs to be developed and upgraded involves ecological and institutional construction, which is far from being satisfied by the production and marketing of agricultural products. In fact, even without e-commerce, local agricultural products still have traditional circulation methods. If there is no premium ability, even if agricultural products are sold, it will not solve the problem of wealth accumulation between farmers and villages. Therefore, under the online sales mode of "the lowest price in the whole network" and the supply chain competition pattern of "high homogeneity", rural areas are always in a weak position in the era of traffic dividend of rural e-commerce and lack the right to speak.

Where is the way out for farmers and villages?

In fact, from the beginning of the establishment of the rural Rubik's Cube, Xiaochun Song and his co-founders designed a set of 6C paths to revitalize the countryside: from the six dimensions of capital, commerce, culture, community, creativity and communication, comprehensively and systematically solve the problems of rural development. This is in wonderful agreement with the word "rural revitalization" issued by the state, "industrial prosperity, ecological livability, rural civilization, effective governance and affluent life", that is, by activating the market, subjects, factors, policies and organizations, the development of rural industries, talents, culture, ecology and organizations can be promoted. Having said that, we should be able to understand that the current development of agriculture, rural areas and farmers, the promotion of pure agricultural products e-commerce is limited and needs more powerful empowerment. Perhaps this is also the fundamental reason why the country quickly promoted the rural revitalization strategy after poverty alleviation.

"To some extent, in the process of building public brands for more than 200 agricultural products regions, we found the pain points and urgent needs of current rural development. Brand thinking can't just stay at the level of agricultural products. To run through the whole rural work, it is necessary to build a brand village. " Xu Dawei, the co-founder of Cube, admitted that these years have not been easy. "Our whole team is familiar with the work of regional public brands of agricultural products, and the service is also very easy, but it is obviously not enough to meet the needs of revitalizing the countryside. Therefore, starting from 20 15, we used brand thinking to force ourselves to build a village. " ? "Brand village is actually a market-oriented thinking, not just agricultural products, but all rural resources, which can be transformed into development factors and comprehensively enhance the commercial value of rural areas."

In this way, in the past six years, Xiaochun Song and Xu Dawei have established more than 300 "brand villages" with their teams. Liu Huanxin, the newly appointed director of the National Rural Revitalization Bureau, recently delivered a speech, affirming the road taken by the rural cube from the side. He said at the 20021China Brand Forum: "In the new stage of development, to promote rural revitalization with high quality, we must deepen the brand concept, turn brand awareness into the work requirements of high-quality development, and run through the whole process of rural revitalization." "From Longquan Village in Ningxia to Dongfang City in Hainan, from Xiajiang Village in Zhejiang to Yuechi County Farmhouse in Sichuan, we have dozens of projects that have become models for the region and even the whole country. Putting brand thinking into rural construction and development in an all-round way, it seems that our choice is right now. " Looking back on this experience, Xiaochun Song's self-confidence and pride permeated his face.

Think about a question: why did the barren hills become the golden hill and silver road?

So, what is the core experience of the rural Rubik's Cube "brand village"?

Find a good soul, mold it and sell it at a good price. Not long ago, at the creative meeting of "Promoting the Whole County" for rural revitalization in Nanxiong, Guangdong Province, Cai Chen, a partner of Xiang Cube, repeatedly told the team, "It is necessary to accurately express the' soul' of Nanxiong City, that is, the uniqueness and difference of Guangdong, especially the northern part of Guangdong. On this basis, we should make it into a shape and give it super symbols and unique ideas. For Xia Di, another partner of Xiang Cube, she also has enough proud capital at 202 1. The future land of Xiaoshan and Jiande He Qian Village, which she led, have become new models for rural revitalization in China. She said to me: "Xiaoshan Hengyi Village is an ordinary village in the south of the Yangtze River. It also faces the same problem of non-food remediation. If you only have product thinking, you will walk into a dead end. When we put forward the "land of the future", we actually found the "soul" of urban-rural integration and wealth, turned it into beautiful countryside that city people like to go to, and cultivated a new format that city people are willing to spend in the countryside. "In just two months, it is said that as many as 300,000 people visited Hengyi Village. People come, it is the biggest business, and the earth sees the future!

The core experience of the village cube "brand village" has also been confirmed in the achievements of rural revitalization in Lishui, Zhejiang Province. As the birthplace of domestic rural e-commerce, Lishui is not satisfied with the "best-selling" of agricultural products brought by "Lishui Shan Nong", but continues to promote the regional public brand "Lishui Mountain Road". "We just want to use Lishui Mountain Road to string up Lishui Mountain Residence, so that tourists can enjoy Lishui Mountain View and consume Lishui Shan Nong." Zhou Gongbin, the helm of the Ant Pathfinder, said this. He is the "star" helm of Xiang Cube Ecological Company, and he and his own "Lishui Mountain Road" often appear on CCTV news broadcast. In recent years, he has created a classic rural tourist route for every county in Lishui. As a peasant doll in Lishui mountain area, Zhou Gongbin believes that "the biggest resource of Lishui is mountains and rivers, which is the soul. Everything is possible around this soul. " In recent years, with the popularity of rural routes such as "West Zhejiang Sichuan-Tibet Line", "Jiangnan Iced Tea" and "East China Tianlu", Lishui is becoming one of the favorite destinations for outdoor athletes such as cross-country, upstream, hiking and cycling in Zhejiang.

More exciting, faster.