Fuling mustard tuber, which has been heated up recently, as a product that hopes to become a cultural card of Fuling city in 2007, unexpectedly became the focus of public attention overnight after being silent for four years. Is thousand yuan mustard tuber cultural consumption or marketing hype? Fuling people may have some grievances. In the words of a leader in Chongqing, Fuling mustard tuber is not a product of an enterprise, but a symbol of Fuling people and a complex between Chongqing people and Sichuan people. So, what's wrong with this brand with profound cultural heritage and cultural sustenance? The seemingly unremarkable Fuling mustard tuber originated from Guangxu 1898 in Qing Dynasty. It is a world intangible cultural heritage, with more than one hundred years of cultural and technical applications. It has always been praised as a side dish of Chinese food and has been well received by many national leaders. However, although the brand accumulation has the same historical background and culture as Tongrentang and Quanjude, and has a deep consumption complex, it has not been "entered the lobby" by the market and consumers, and it has been placed in its proper brand psychological position. In the final analysis, it is because of the lack of brand building. In addition, Fuling mustard tuber, as a leading enterprise in the domestic industry, has many domestic patents and the only leading production technology at home and abroad. Then, the Fuling mustard tuber incident is actually wrong in two aspects. First, the mustard tuber culture has not been well excavated for the public to know, thus enriching the brand connotation and brand spirit. This is also a topic that many domestic enterprises are facing in brand marketing at present. Second, it is the improper application of culture in products. The sky-high price, in the case that the brand is not enough to support, self-harm. Of course, ordinary people do not support sky-high prices. What they want to see more is that the brand is close to the people, and what they want to see more is a century-old brand and a century-old integrity. This is the root of culture. Therefore, Wujiang Fuling mustard tuber should constantly enrich the brand culture connotation from the marketing strategy; Continuous research and development of production technology and quality control; In the process of sales and operation, always upholding honesty, being close to the people and benefiting the people is the real experience of regional cultural inheritance for brand development and the lesson of other domestic enterprises. Sun Yixin