Summary
In 2026, the central government explicitly proposed coordinated development of technology-driven agriculture, green agriculture, quality agriculture, and brand agriculture, elevating brand agriculture to a national strategic height. Dr. Pan Qiao defines this year as the Year One of Branding for China's premium agricultural products, marking the transition of China's agriculture from the 'Era of Volume' to the 'Era of Value'. The article cites French wine as an example, noting that through the AOC system, it has built a global high-end wine value system, with total industrial chain output reaching €280 billion in 2025, tertiary industry accounting for 50%, and high-end market share at 45%.
New Zealand's Zespri integrates 2,700 fruit growers under a single brand, achieving global sales revenue of NZD 5.9 billion in FY2025, market share of 33%, and significant sales in the Chinese market. China's agriculture is transitioning from 'having volume without brand' towards becoming a strong brand nation.
Commentary
For New Zealand small and medium enterprise owners, China's elevation of brand agriculture to a national strategy signals profound changes in the market landscape. On one hand, the rise of local Chinese brands may compete with imported products. For instance, although Zespri kiwifruit has a strong position in the Chinese market, the development of China's brand agriculture could erode its share, necessitating continuous reinforcement of brand differentiation and quality perception.
On the other hand, this also opens a window for cooperation: China is still in its early stages of brand building, standardisation control, and global marketing. New Zealand companies, with mature experience in these areas, can participate in China's brand agriculture upgrade through technology exports, joint brands, or channel sharing.
Keywords: brand agriculture, Year One of Branding, China's agriculture, national strategy, Era of Value, French wine, Zespri, agricultural power, AOC system, brand cultivation
Source: Baidu
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