Brand strategy is of utmost importance for China¡¯s agricultural business. It can help upgrade China¡¯s agricultural sector, ensure food safety and expand the world market. However, this is the weak point of China¡¯s agricultural business, as the majority of SMEs cannot afford the high cost of brand developing. In recent years,
CFNA has given full play to its advantages as a national industry organization under the support of the Chinese government. It helps its member companies develop branded products and promote in foreign markets. By developing collective brands, trademarks and logos, such as China Feather & Down Quality Product, CFNA helped SMEs upgrade their products, obtain economic benefit and expand market shares.