Abstract: In order to meet the requirement of agricultural goods industry development in China， we put forward a new agricultural goods circulation mode， namely brand chain force circulation mode， based on the status and problems of current agricultural goods circulation mode and brand chain force theory. In the proposed circulation mode， suppliers were aligned with each other， and modern regional distribution center and information center were set. It was aimed to drive the sales of ordinary brand products by the lead of famous products or to promote the sales of all products by the mutual effects through scientifically deployment and assembling of products. Besides， the circulation cost could be reduced and the benefit could be improved by this new circulation mode. A case study was carried out by taking a brand rapeseed for example. It was shown that the brand chain force circulation mode has already emerged in the market and has yielded considerable economic benefit.

Key words: agricultural goods, circulation mode, chain effect, brand chain force