"Internet +" changes the Model of China's Agricultural Industry chain

The scattered cultivation of thousands of households and the difficult supervision of the quality and safety of agricultural products were once intractable diseases in China's agricultural transformation. however, as the link between small farmers and large market, the group of "net farmers" began to solve the problem inadvertently.

Yang Xuemei, chairman of Yunshan Agricultural Development Company in Yunyang County, Chongqing, used the standard to connect small farmers to the new "net farmers" in the international market. Since 2008, Yang Xuemei, who has given up her well-paid job and returned to her hometown to start a business, has driven more than 3000 farmers to plant more than 10, 000 mu of chrysanthemums. At the end of 2014, Yang Xuemei's company began online sales, with more than 10,000 page views and sales of more than 300000 yuan in just one month.

Yang Xuemei realized that for agricultural e-commerce enterprises, success is online, and failure is also online. If there is a quality problem with one of the chrysanthemums planted by more than 3000 farmers, it will be the signboard of the whole company.

For this reason, Yang Xuemei established strict organic chrysanthemum cultivation standards for farmers in the base, and provided unified breeding, unified distribution of seedlings, unified planting techniques, and unified acquisition standards.

In addition to the "self-control" quality, Yang Xuemei also introduced external standards to evaluate the products of the base. Now the chrysanthemums that have reached the EU organic certification in the base are not only priced in grams, but also sold overseas and have received orders of 400000 pounds from the UK.

Wang Shouqiang, deputy director of the Market Construction Department of the Anhui Provincial Department of Commerce, believes that most of the current rural e-commerce sales are local products of decentralized production in rural areas, and if there is a lack of effective quality control after entering the e-commerce platform, it will directly affect the credibility and operation of network farmers. It is to recognize this, more and more Internet farmers began to spontaneously become the quality and safety of agricultural exports "control people" and even the advocates of quality standards of agricultural products.

Wang Dong, a "net farmer" in Laibang Town, Yuexi County, Anhui Province, runs a small online shop selling Yuexi local tea on Taobao platform, which comes from scattered tea farmers in the town.

When it comes to the quality of agricultural products, he said frankly that at first all the tea brought by farmers was collected, but then he gradually realized that the low-quality tea had a great impact on the reputation of the online store. Today, when he buys tea, he pays more attention to quality standards, accepting only Gaoshan tea and picking tea with good craftsmanship, and insists on manual stir-frying.

Lin Songwen of the Zhejiang Suichang online Store Association believes that "net farmers" are an important force to improve the quality and added value of agricultural products. They connect the market at the front end and dock the farmers at the back end, so that they can feed back the products needed in the market to farmers in a timely manner. And guide farmers to do according to certain standards, but force small scattered farmers to standardize production.

Data show that rural e-commerce sales exceeded 140 billion in 2014, and more than 1.6 million rural online stores were registered on Taobao and Tmall alone. By 2016, the total volume of China's rural online shopping market is likely to exceed 460 billion yuan. 10 or 20 years later, the rural online shopping market may surpass that of cities.

The national action of e-commerce into rural areas is starting. The Ministry of Finance and the Ministry of Commerce issued a notice a few days ago, making it clear to further promote the development of rural e-commerce.

The agricultural reform of "Internet +" is just the beginning. with the support of the government, the efforts of the industry, and the coordination of various parties, the domino effect of "Internet farmers" will continue to deepen, and e-commerce will bring revolutionary changes to rural areas in the next five to ten years. " According to Zhang Ruidong, a researcher at Ali Research Institute.

Zhang Ruidong described the future vision: in the future, from consumers to distributors to producers, the Internet will gradually empower upstream, and the Internet of things, big data, and others will guide farmers' production in the future. into breeding, cultivation, fertilization, irrigation and other links, forcing the formation of "precision agriculture."

Moreover, through the "QR code + cloud computing" technology of the e-commerce platform, we will record and store all kinds of information in the supply process of agricultural products, so as to realize the traceability of agricultural products. Eventually, the Internet will reinvent the entire agricultural industry chain and promote the early arrival of agricultural modernization, Zhang Ruidong said.

Wan Baorui, an expert on agriculture, rural areas and farmers, believes that at present, "Internet + agriculture" is playing an important role in increasing agricultural production, increasing farmers' income, and the all-round development of rural society. Standing in the tuyere of "Internet +," reform will continue in the future.