Branding key to success of agricultural enterprises

Establishing a recognizable brand name early on is important for companies hoping to succeed in the agriculture industry, said experts.

According to statistics from the Food and Beverage Innovation Forum 2019 held in Hangzhou, Zhejiang province, in late April, the value of the Chinese agricultural products market is now estimated at about 10 trillion yuan ($1.5 trillion). Meanwhile, data from the National Bureau of Statistics showed that the total retail value of grain, oil and food surged 10.2 percent year-on-year to top 1.4 trillion yuan in 2018.

But unfortunately, there are hardly any established agricultural product brands in China at present. Huang Hai, principal of Shanghai-based FreesFund, said the company's major investment target is food and beverage brands in the primary market.