In recent years, the party committee and government of Teyong Town, Sheyang County, Yancheng City, Jiangsu Province have attached great importance to agricultural brand building, taking it as an important focus to promote rural revitalization, enrich the people and strengthen the village, and further improve the work of “agriculture, rural areas and farmers” . From not knowing what a brand is to making concerted efforts to cultivate it, we have found a path for the coordinated development of agricultural brands, that is: only with a resounding brand and excellent product quality can we have a broad market and sales, and we can truly An effective way to ensure farmers continue to increase their income. Up to now, the town has developed 3,000 hectares of mulberry gardens and more than 300 hectares of grafted seedlings. More than 200 million grafted plants are cultivated every year, and more than 50 million finished seedlings are sold, with an output value of more than 40 million yuan. The products sell well in 16 provinces, municipalities and autonomous regions across the country, including Shandong, Yunnan, Sichuan, Guangxi and Henan, and are also exported to North Korea, Azerbaijan, Usbekistan and other countries. In the past three years, the town has achieved a sales value of more than 200 million yuan in agricultural products, and Humulberry sales account for more than 60% of the national market.
Planning – “Roadmap” + “Timetable”. Teyonghu mulberry is famous for its high quality and reasonable price. The cultivated Teyong Lake mulberry seedlings have high survival rate, wide adaptability, strong stress resistance, drought resistance and barren resistance, high leaf yield, excellent leaf quality, disease-free and high quality, and excellent comprehensive traits. The silkworm cocoons produced are large in shape, thick in cocoon layer, white in color, and fluffy in cocoon clothing, and are deeply trusted by customers at home and abroad. As early as six years ago, the town cooperated with the Ministry of Agriculture’s High-Quality Agricultural Products Development Service Center and relevant universities to compile the “Teyong Town Agricultural Brand Development Strategic Plan (2015-2025)”, which covers the overall layout, platform construction, key projects and development In terms of strategies and other aspects, the implementation of the town’s agricultural brand strategy was planned and designed. From then on, the agricultural brand construction of Teyong Town has a “road map” and “timetable”.
With a detailed and scientific agricultural brand development strategic plan, we must work hard on the quality of agricultural products. Through policy guidance, financial support and publicity and promotion, we will vigorously carry out “three products and one standard” (pollution-free agricultural products, green food, organic agricultural products and geographical indications of agricultural products) certification to continuously increase the supply of green, safe and high-quality agricultural products. At the same time, agricultural brand building has also been implemented in Sheyang County Huahong Silk Co., Ltd., Yancheng Xincheng Silk Home Textile Co., Ltd., Yancheng Kangyi Silk Products Co., Ltd., Sheyang County Hailin Efficient Silkworm Modern Agricultural Technology Co., Ltd., etc. Private enterprises implement collaborative building and development.
Cultivation – “improve the image” + “dig the connotation”. In order to actively adapt to market development trends and deeply explore the cultural connotation of agricultural products, the town carried out a series of brand image enhancement activities represented by the Humulberry Grafting Competition and the Cocoon Silk Product Packaging Design Competition, and also launched the “Teyong Humulberry” online publicity campaign. Carry out all-round product promotion; place advertising boards for high-quality agricultural products such as cocoon silk, Humulberry, etc. at traffic intersections.
Up to now, the town has been rated as the only high-quality mulberry seedling production base in the country, the “Hometown of Sericulture”, the high-quality silkworm cocoon production base in Jiangsu Province, and the Jiangsu Province High-quality Silkworm Cocoon Production Base. Provincial high-quality sericulture base, Jiangsu high-quality cocoon and silk production base and other honors. The “Qianye Brand” mulberry seedlings cultivated in this town won the gold medal at the China International Agricultural Expo in 2006, and it is a nationally renowned “disease-free mulberry seedling production base”. In March 2019, the town’s Hailin High-efficiency Silkworm Modern Agricultural Technology Co., Ltd. successfully applied for the “Sangbao” trademark registration. In 2020, the town was registered as a geographical indication of “Teyong Lake Mulberry” agricultural products by the China Green Food Development Center, and successfully applied for a well-known trademark from the State Intellectual Property Office. Among them, Chairman of Sheyang County Hailin Efficient Silkworm Modern Agricultural Technology Co., Ltd. The varieties cultivated by Shi Zhengjiang such as Nong 14#, Yu 711#, Xuan 792#, real mulberry seedlings, and fruit mulberries are in short supply and have become popular in the national mulberry seedling market.
Sales – “online selling” + “offline selling”. In recent years, the town has organized mulberry and cocoon agricultural enterprises and cooperatives to participate in the 17th and 18th Jiangsu Famous and Premium Agricultural Products (Shanghai) Fair and Jiangsu Agricultural Expo – 2021 China (Suzhou) International High-Quality Agricultural Products At the trade fair, we also set up two Teyong Cocoon Silk high-quality agricultural product booths at the National Agricultural Exhibition Hall, and guided the construction of more than 10 Teyong agricultural product sales offices and brand stores in Beijing, Shanghai, Qingdao and other places to sell the town’s agricultural products. . The town also vigorously develops e-commerce for agricultural products, organizing nearly 10 agricultural-related enterprises and cooperatives to enter e-commerce platforms such as Beijing, Shanghai, and Nanjing for online and offline sales.
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