Recently, the China Consumers Association has indicated that some expensive imported fruits in the market, such as Japanese Qingwang grapes, Japanese Shizuoka netted melons, American lemons, Colombian Kirin fruits, etc., have not been included in China's inspection and quarantine access list. This means that what consumers may purchase at high prices are actually domestically produced fruits disguised as "imported".
This false advertising technique of disguising domestic fruits as high-end imported fruits not only seriously infringes on the legitimate rights and interests of consumers, but also affects the production and sales of legitimate businesses and disrupts market order.
The situation of domestic fruits being disguised as "foreign" has been around for a long time. To fundamentally solve the problem, it is necessary to strengthen market supervision and focus on enhancing the brand value of agricultural products. We should pay attention to consumers' demand for high-end agricultural products, enhance the market competitiveness and brand influence of local agricultural products, and no longer rely on "imported" labels to increase their value.
As a major agricultural country, China has never lacked high-quality agricultural resources. However, the construction of agricultural brands still faces many challenges, such as having too many brands but not refined, and having too many brands but not strong. This has led to many places having unique agricultural resources, but due to a lack of awareness and ability in brand building, they can only be sold at low prices.
Currently, many fruit varieties from production areas are comparable in quality and taste to imported fruits, and even many varieties are exported overseas. However, due to insufficient market cultivation and promotion efforts, these high-quality domestic fruits are often difficult to be known and recognized by consumers and the market. For example, cranberries were considered an imported fruit for a long time, until the promotion of Harbin Culture and Tourism gradually brought cranberries from Fuyuan City, Heilongjiang Province into the public eye.
This year, the No. 1 central document of the Central Committee clearly stated that we should encourage local governments to develop characteristic industries in line with local conditions, and support the creation of local brands. Therefore, we need to cultivate a group of distinctive, high-quality, and reliable local agricultural brands to meet the diverse needs of consumers, promote the improvement of agricultural quality and efficiency, and increase farmers' income. In the era of mobile Internet, we should make full use of technical means to encourage e-commerce platforms to increase the publicity of domestic agricultural products and provide them with more opportunities to make appearances. By showcasing the unique charm and advantages of domestic agricultural products, the image of domestic agricultural products becomes clear in public perception. Only by strengthening the construction of agricultural brands can we enhance the competitiveness and comprehensive benefits of characteristic industries.
Agricultural enterprises need to seize opportunities and actively take action. Especially for top enterprises, they should apply modern management concepts, standards, and methods to transform China's unique agricultural product resource advantages into industrial advantages. At the same time, local governments should also take multiple measures to enhance the scale and standardization level of advantageous agricultural production and sales based on local resource advantages, and create brand products and industries with great potential, obvious regional characteristics, and high added value.
The key to truly shedding the "foreign coat" of domestic fruits lies in producing high-quality agricultural products, expanding agricultural brands, and strengthening the agricultural industry. As long as we respect the laws of agricultural development and market, and solidly promote the improvement of agricultural quality and efficiency, we believe that the "foreign coat" will eventually fade away, and more and more agricultural brands will make a name for themselves across the country. Agricultural products will proudly "wear the middle coat". (Source: Economic Daily Author: Du Fang)
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