On July 15, the Ministry of Agriculture and Rural Affairs held the “2021 Geographical Indication Agricultural Products Protection Project” training in Beijing.Tencent “peace of mind plan” geographical indication agricultural products brand assistance actionConcurrent startup.

Based on the ability of Tencent “Anxin Platform” in code chain traceability, brand protection, marketing assistance and other aspects, Tencent will provide support for landmark agricultural product brand upgrading in agricultural product traceability, industry standard formulation, brand marketing and protection, brand image design and other aspects.

Tencent will also join hands with Farmer Daily to help build the influence of excellent agricultural products with geographical indications by combining platform resources such as WeChat small program and video number.



Training classes, in agricultural NongCunBu under guidance and supervision of produce quality safety, China green food development center, farmers’ daily, tencent launched “2021 agricultural products geographical indication protection and development, stable cross activity”, “security plan” geographical indication of agricultural products brand power, Internet digital capability integration industry, The practice and exploration of the protection and development of geographical indication agricultural products.

Relevant leaders from Ministry of Agriculture and Rural Affairs of Agricultural Products Quality and Safety Supervision Department, China Green Food Development Center, Farmers’ Daily, Tencent and leaders of landmark agricultural products brands from cities and counties all over the country attended the meeting. Discuss and communicate with each other on the application of Internet technologies, such as the brand development of geographical indication agricultural products, the digitalized path to help agriculture, and the code chain traceability in the production and marketing links of landmark agricultural products.

“Safe Plan” Geographical Indicated Agricultural Product Brand Assistance Action will rely on Tencent’s industrial Internet accumulation, help one hundred excellent landmark agricultural product brands to establish digital new momentum, with the help of the power of industrial Internet, grow into a household name excellent brands.Tencent will also continue to promote the construction of technical standards and brand protection standards for landmark agricultural products brand traceability, deeply participate in the activity of “A Bite of Homesickness — Landmark Agricultural Products Travel to China”, and jointly create the “Report on the Communication Impact of Geographical Indications on Agricultural Products”, so as to provide support for the development of landmark agricultural products brand in an all-round way. In addition, Tencent will also launch the plan of “beautiful countryside, thousands of people in hundreds of counties and villages to help farmers live broadcast” through the video account platform, explore the mode of “Internet + agriculture”, promote the popularization of video account live broadcast to carry goods in rural areas, and increase the income source of farmers.



Tencent has a leading strength in product traceability, block chain technology, brand protection and marketing risk control. Based on this, the one-stop digital service platform — Anxin Platform has achieved good practical value in agricultural product traceability and agricultural product brand building.

Yang Guangfu, head of Tencent Anxin Platform, said: Anxin Platform is a typical innovative product of Tencent to help the digital upgrading of traditional industries by relying on Internet technology. It has previously played an important role in agriculture, catering, logistics, import and export and other fields.This year, the company has to “promote sustainable social value innovation” development strategy of writing, so tencent secure platform in achieving business value at the same time, pay more attention to how to use the code leading chain traceability technology, security technology and digital China, landmark power digital weak areas of the country’s agricultural products brand growth, realize digital help farmers, are sug gested.In view of this, Tencent would like to introduce customized services for landmark agricultural products brands in technology, solutions, expert services and other aspects through the form of “peace of mind plan”, so as to tailor the most appropriate digital development model for them. At the same time, platform resources such as small programs and video numbers will also help accelerate the development of landmark agricultural products brands through the form of “brand gift package”.

The protection and development of geographical indication agricultural products is an important measure to realize rural revitalization that the CPC Central Committee and the State Council attach great importance to. In recent years, the No. 1 Document of the CPC Central Committee has made deployment requirements for this work for many times. In 2019, the Ministry of Agriculture and Rural Affairs launched the project to protect agricultural products with geographical indications.