Agricultural supply side reform "Internet" drives agricultural modernization to accelerate development

In 2016, the No. 1 Document of the Central Government clearly proposed the structural reform of the agricultural supply side, requiring that it attach great importance to destocking, reducing costs, supplementing short-boards, promoting agricultural production to improve quality and efficiency, and cracking the predicament of agricultural development. Focusing on the objectives and tasks of the structural reform of the supply side of agriculture, in May 2016, the Ministry of Agriculture and other eight departments jointly issued the "Internet" Three-Year Action Plan for Modern Agriculture, promoting the deep integration of the "Internet" and agricultural production management services to " The Internet has driven the modernization of agriculture to accelerate development. In the current and future, the transformation of traditional agriculture will accelerate the deep integration of agriculture and the Internet. The "Internet" will comprehensively transform the infrastructure, technical equipment, business model, organizational form and industrial ecology of traditional agriculture, since the Green Revolution. China's traditional agriculture has achieved great opportunities to catch up with development.

"Internet" reconstructs a new system of trade circulation from field to table

The obstruction of agricultural products and agricultural trade circulation system is a major pain point for China's agricultural development. The traditional small-scale peasant economy of one household cannot effectively dock the urban commerce and trade circulation system based on industrialized large-scale production. Excessive circulation links and excessive transaction costs lead to peasants’ losses and the public’s screaming for a double loss. In addition, due to the lack of uniform production standards, trading standards, and circulation standards for decentralized agricultural products, especially the standardization of fresh agricultural products is more difficult, which has aggravated the obstruction of agricultural products circulation. The combination of "Internet" and agriculture-related trade circulation system is conducive to breaking the asymmetry of supply and demand information, solving the infarction of agricultural products circulation, timely meeting individualized needs, and forcing the standardization of agricultural products, helping decentralized family farms, large professional households, and ordinary farmers through the Internet platform. Waiting for the direct docking market.

E-commerce of agricultural products not only solves the problem of difficult to buy agricultural products through direct sales, pre-sales, etc. The next step is more important to establish warehousing logistics, packaging design, brand marketing and quality traceability on the basis of e-commerce of agricultural products. Supporting services, integrating one-stop services such as information release, product display, transaction matching, trade settlement, logistics and distribution, and reconstructing the modern agricultural product trade circulation system based on the Internet.

"Internet" planting new advantages from agricultural resources to agricultural brands

The long-term lag of agricultural brand construction is a clear shortcoming of China's agricultural development. China's agricultural brand construction has a poor foundation, a late start, and a slow development. Whether it is a single-family ordinary farmer, a leading agricultural enterprise, agricultural cooperatives, family farms and other new agricultural business entities, there is a general lack of necessary brand awareness and planning and design. It is also unable to bear the long-term human and financial investment required for brand building. “Internet” provides opportunities for accelerating branding of famous and special agricultural products in various places. Social media, mobile terminals and e-commerce platforms have greatly exerted the effect of word-of-mouth marketing and network communication, and low-cost hatching of white market ducks and South Japanese abalone A number of agricultural brands with national influence, such as dry, Jinsha glutinous rice and Xinghua rice noodles, a group of local famous and excellent agricultural products that were originally unknown to the people of Xiu Xian, went to thousands of households through online local pavilions and online industry belts.

The next step in the deep integration of “Internet” and agricultural production and management will further advance the construction of agricultural brands into a new stage. On the one hand, new agricultural enterprises such as agricultural industrialization leading enterprises, farmer cooperatives, family farms, and large professional households will continue to cultivate the advantages of the “Internet” platform, continuously deepen the division of labor and target individual needs; on the other hand, social credit based on big data. The system, online and offline credit evaluation will continue to improve, providing a good credit environment for the creation of corporate brands and personal brands for new agricultural business entities.

"Internet" modern agricultural management organization innovation new model

The small and scattered family business model is a prominent problem that needs urgent solution to China's agricultural development. Following the models of “cooperative farmer households” and “leading enterprise farmers”, “Internet” is promoting the development of information brokerage platform farmers, “transaction service platform farmers” and “value chain integration platform farmers”, and through small virtual network platforms. The scattered small-scale farmers provide the infrastructure of “communication”, such as trade and circulation, information services, and production coordination.

Although the "Internet" is changing the traditional agricultural business model, it is still limited to the transformation of the transaction link. The future development trend of "Internet agriculture" must be from the network of agricultural products trading links to the network expansion of the agricultural industry chain. In the next step, the new agricultural management entity represented by family farms can not only connect various agricultural socialization services such as pre-production agricultural resources supply, production and harvesting services, and post-production circulation sales through the online platform, but also can cooperate with other agriculture-related economy. Organize high-frequency cooperation in the form of agriculture, crowdsourcing, mass creation, and sharing of the economy to form a virtual organization with decentralized characteristics. The “social service organization network platform family farm” will become the basis of traditional smallholder management in China. One of the basic organizational forms for realizing agricultural modernization is a major innovation in the "two-tier management system based on the household contract responsibility system and unified integration."

"Internet" fosters a new ecology of the integration of rural one, two, three industries

In recent years, the virtual agricultural industrial cluster represented by e-commerce economy is emerging. It is a new form of traditional agricultural industrial cluster under the conditions of informationization, which can help solve the two major pain points of the integration and development of China's primary, secondary and tertiary industries. To help solve the problem of low degree of agricultural management organization, the "Internet" platform can connect, organize and serve all kinds of agricultural management entities at low cost, objectively playing the role of the Agricultural Association, and avoiding the development mechanism of the Agricultural Association. The problem of rigidity, on the other hand, helps solve the problem of lack of resources in the local industry chain. The “Internet” platform objectively expands the boundaries of traditional agricultural industrial clusters, helping local agricultural management entities to directly connect and integrate external industrial chains across industries and regions. Resources, build an open, dynamic, self-organized agricultural industry chain ecosystem.

Although the development of consumer Internet has introduced brand marketing, credit certification, payment settlement, logistics and distribution, quality traceability, financial credit and other service resources for agricultural and rural areas, and formed some agricultural e-commerce economies in some areas, with the consumption of the Internet With the further development of the industrial Internet, geographically dispersed agricultural management entities will further realize interconnection and interoperability, and become network nodes such as virtual family farms, virtual farmer cooperatives, and virtual agricultural enterprises through big data, cloud computing, and Internet of Things. "It will play a greater role in opening up the entire industrial chain of agriculture, promoting the integration of the first two or three industries, and cultivating virtual agricultural industrial clusters. On the one hand, rural e-commerce is integrated with the development of secondary and tertiary industries. On the basis of traditional horizontal e-commerce, vertical e-commerce will release huge development potential in integrating all links of the whole industry chain. At present, e-commerce of emerging agricultural products represented by C2B is Appearance will promote the Internetization of agricultural product sales to the whole process of production, circulation, processing, storage, transportation and service of agricultural products, and finally form the sixth industry with the expression of “agricultural virtual industry cluster”. On the other hand, rural e-commerce and county economic development are integrated, and an e-commerce park integrating online and offline is spawned, and the agricultural information economy is formed by the county.

"Internet" builds a new foundation for modern agriculture in the cloud network

Despite the continuous improvement of China's rural information environment and the continuous improvement of agricultural information technology equipment, there are still more than 50,000 administrative villages in the country that do not have access to broadband. The proportion of farmers with computers is less than 30%, and more than 70% of farmers do not use it. On the Internet, agricultural big data, agricultural Internet of Things, agricultural robots and other applications in the agricultural production field mostly stay in the experimental demonstration stage, lacking affordable and well-used agricultural intelligent equipment. The next step is to introduce Internet-based infrastructure, intelligent equipment, and data services into agricultural production management and management services, with a focus on “three networks, one cloud, and one end”. The rural Internet, the Internet of Things, and the household service network of the village will be paved with “three nets”. The broadband China strategy will be used to solve the problem of broadband villages and villages. Various technologies will be used to accelerate the extension of broadband networks to natural villages. In the fields of cotton, dairy cows, aquatic products, vegetables, flowers, etc., select the main agricultural production areas, the reclamation areas, and the national modern agricultural demonstration areas to promote the application of the Internet of Things, relying on the information to enter the village to accelerate the construction of the village-level information service station, and the village The e-commerce facilities, public service facilities and convenience living facilities required for the information service stations are included in the overall planning of the new rural construction. Second, develop the agricultural cloud, build the national agricultural and rural big data center on the basis of the existing agricultural production and operation data center construction, and encourage large-scale agricultural industrialization leading enterprises, e-commerce enterprises, logistics enterprises, industry associations, etc. to establish regional Industry-specific proprietary cloud, deploying small and medium-sized data centers based on real-time applications. Third, promote smart terminals that meet the needs of agricultural and rural development, accelerate the development and promotion of intelligent terminals and equipment suitable for agricultural needs, and promote the establishment of agricultural smart terminal purchase subsidy system.

(Original title: "Internet" to help the structural reform of the supply side of agriculture)