Yue Province, Yangcheng, China Food Expo.

On the first day of the opening of the Food Expo, at a special auction of the "King of Changbai Mountain Ginseng", a wild ginseng that is more than 200 years old contributed by Jiagu was auctioned at a sky-high price of 8.8 million yuan, which completely detonated the market's attention to Changbai Mountain ginseng.

Approaching the booth of ginseng in Ji Province, you can see all kinds of promotional slogans of "Changbai Mountain Ginseng" and a dazzling array of ginseng products - red ginseng, golden ginseng series products, lozenges, ginseng wine, ginseng fruit and vegetable enzyme drink, jade red ginseng Ejiao cake, fresh ginseng honey tablets...... It has attracted a large number of consumers.

Vietnam is a major ginseng consumer, and there is an endless stream of citizens who come to buy ginseng products. Although it is not the season for autumn and winter tonic, buying ginseng and related products at the fair is not only more favorable in price, but also more guaranteed in quality.

Of course, the sky-high price of wild ginseng on the first day of auction is self-evident.

"We are not blessed with 100-year-old wild ginseng, but some years of understory ginseng is a good choice. "Mr. Ma, a citizen, is here for the second time. His mother, who was in her eighties and was so weak that she could only eat a liquid diet, looked significantly better after taking the chicken soup stewed with ginseng she bought on the first day. "Come over and pick a few more today!"

"This ginseng is 10 years old, and that one is 15 years old. The sales staff introduced to Mr. Ma, "This is the understory ginseng cultivated in a wild state in the ginseng plantation of Jiagu Group. Even for understory ginseng of the same age, there is a large difference in shape and weight. Because there is no artificial intervention in the growth process, no hormones, chemical fertilizers, and pesticides are added, and the efficacy and nutrition are much higher than those of general garden ginseng ......"

Mr. Ma kept nodding, "Your ginseng is indeed authentic, I need to prepare a few more." "From gifting relatives and friends, to post-operative conditioning, and physical fitness, people have different needs, but they all set their sights on ginseng under the forest. In just three days, more than 1,000 ginseng stocks have been booked for the people of Ji Province.

Ginseng is both familiar and unfamiliar to people.

It is said to be familiar because for thousands of years, ginseng has existed in people's minds as the "king of herbs", and is regarded as a "rejuvenating grass" that brings the dead back to life.

It is said that it is unfamiliar, just because the ginseng market is mixed today, and it is difficult for people to buy authentic ginseng in the original flavor, and there are problems such as illegal addition and shoddy quality in the market. In addition, consumers do not know enough about the purchase and use of ginseng.

This is the first all-round appearance of the "Changbai Mountain Ginseng" brand since Jiagu led the construction of the "Changbai Mountain Ginseng" brand. At the Food Expo, activities such as the auction of Ginseng King, brand promotion meeting, and brand product exhibition are all aimed at allowing consumers to recognize and recognize the "Changbai Mountain Ginseng" brand as soon as possible.

In addition, guiding people to consume ginseng correctly and better understand the efficacy and usage of ginseng is another important purpose of the exhibition.

"With the fast-paced modern life, people need ginseng more than ever. The most prominent effect of ginseng is different from other supplements is to greatly replenish vitality, especially suitable for people who are sick, postoperative and recovering from serious diseases, because such people consume a lot of vitality and have poor absorption of conventional nutrients. ”

"Everyday consumption? Of course. Actually, this is very rare, because the ones that can cause this effect are all wild ginseng that has been grown for hundreds of years, and most of the ginseng products on the market now only have a growth period of six or seven years or even more than ten years, so how can the effect of the two be the same? In fact, in South Korea, ginseng is a health food loved by men, women and children, and it is a very daily food. ”

"I always think that ginseng health products are all deceptive? Just look for the brand of 'Changbai Mountain Ginseng'. This is the first ginseng brand in China jointly launched by Jiagu Group and the Kyrgyzstan Provincial Government, and the quality is guaranteed......"

......

Guo Chunfa and Qi Zheng of Zixing Pharmaceutical sat down in the rest room behind the booth, Guo Chunfa joked: "In other industries, companies advertise how high-end their products are, but the ginseng industry is the opposite, desperately trying to lower the grade of products to attract consumers." ”

Qi Zheng also smiled and said: "No way, the inherent cognition makes Chinese people regard ginseng as a luxury, rather than a daily consumer product." A South Korean eats 400 grams of fresh ginseng every year, and if one-third of our population can reach this level, the ginseng industry will naturally rise, and we don't even have to rely on exports. ”

Recalling the scene of rushing to buy ginseng products he had just witnessed, Guo Chunfa nodded secretly: "Ji Province can rest assured, Jiagu, the leader of the ginseng industry, has really chosen the most correct." ”

This point was vividly demonstrated at this Food Expo.

The first is the integration of Jiagu's participation in industrial enterprises.

Circle in the primary raw material and never bloom. The future of the ginseng industry depends on intensive processing.

However, enterprises with ginseng deep processing technology, especially large pharmaceutical companies, are not convinced by anyone, so how easy is it to integrate them?

However, if it is the integration of Jiagu, there are few dissatisfaction - in addition to the access qualification of Jiagu to lead the "Changbai Mountain Ginseng" brand, what is more important is Jiagu's ability to control high-quality raw materials.

Let's take the simplest example. Ginsenosides are the main extracts of ginseng stems and leaves, and have high application value in health products and medicines. In general, the amount of ginsenosides in different ginseng varies from 2% to 20%. The ginseng produced in Jiagu ginseng plantation generally has a saponin content of more than 20% - such a high-quality raw material supplier is the dream partner of all ginseng deep processing enterprises.

After the integration of the people's participation in the industrial enterprises, the construction of the "Changbai Mountain Ginseng" brand will be more certain.

For example, on the packaging. In the early days of ginseng branding, many companies only regarded ginseng as a cash crop, "When Korean Korean ginseng was packaged in plastic boxes, we used sacks, and when we used boxes, people developed intensive processing and used small packages. Under the leadership of Jiagu, the "Changbai Mountain Ginseng" brand has uniformly designed and produced a fine packaging style full of Changbai Mountain regional cultural characteristics.

Another example is the classification of ginseng. For a long time, people with a price of 5 yuan per tree in China's ginseng consumer market have participated in the coexistence of ginseng with a price of tens of thousands of yuan, without any clear identification and clear grade division, and it is naturally difficult for consumers to distinguish the quality of ginseng.

——Under the leadership of Jiagu, the brand of "Changbai Mountain Ginseng" is unified in accordance with the national ginseng standards promulgated last year, and the grade specifications are compulsorily marked, and the quality of ginseng is distinguished by the national standards......

None of this is possible without unified integration.

And Jiagu is clearly thinking more long-term.

With the support of the government, the ginseng alliance established by Jiagu has set up a special "anti-counterfeiting" fund to continue to crack down on counterfeit "Changbai Mountain ginseng" brands that appear in the market.

"The phenomenon of 'hanging sheep's heads and selling dog meat' in the ginseng industry is very common. If you want to maintain the alliance's support for the 'Changbai Mountain ginseng' brand, of course, you can't let fakes run rampant. Knock down the fakes at the beginning of their emergence and get half the effort. ”

——This is one of the richest experiences in brand building of the Jiagu system, of course, this requires a huge investment of manpower and material resources, and non-local tyrants have no way to learn from it.

Saying that, Qi Zheng shook his head: "I really don't know if I don't fight fakes, and I will be shocked if I fake them." Many Korean ginseng on the market that is advertised as the original Korean ginseng imported from South Korea is actually imitated by domestic people or pressed products with impurities wrapped in the root bark, and some are even imitated from the root of purple jasmine. ”

Guo Chunfa opened his mouth: "That ......"

Qi Zheng smiled: "I just let them disclose this to the media......"

"Hahaha, enough thieves!"

......

"It's hard to tell the real from the fake, how many Korean ginsengs are genuine on the market?"

"Despicable Chinese!" looked at the headline in the media, Park Chan-young was about to explode.

As soon as Cheong-Kwan-Jang laid out a sales channel and expansion plan for the next five years in China, the number of directly operated stores in China should be 80 and the number of dealerships should reach 150 – and the media was full of doubts.

Although these reports are not directly aimed at South Korean ginseng brands such as CheongKwanJang (CheongKwanJang), how much damage does this bring to the brand's reputation?

Originally, he was anxious about the promotion of the South Korean ginseng brand in China.

After the "Changbai Mountain Ginseng" brand was taken over by Jiagu, it showed a tidal wave of offensive in publicity and promotion: a huge billboard of "Changbai Mountain Ginseng" was set up at the Capital Airport, and advertisements were broadcast on electronic display screens, ginseng special promotional videos were broadcast on CCTV Channel 2, a series of books "Baishan God" were published and distributed, and the Changbai Mountain Ginseng Alliance portal was established......

On the one hand, the media condemned and questioned, and on the other hand, there were propaganda resources that could not be sought, and Park Chan-young realized that they were fighting locally, and they had the right time, place and people, and "Cheong-Kwan-Jaung" wanted to get ahead, not to mention that it was difficult to move an inch, but it was definitely not as simple as imagined.

......