One product per village, how can it be applauded and popular?

A few days ago, Mazui Village, Shizhu Town, Yaozhou District, Tongchuan City, Shaanxi Province, was particularly lively. Villagers gathered in the village activity square to talk and look around. It turned out that Ma Tsui Village was selected as the "fifth batch of national demonstration villages and towns with one village and one product", and the unveiling ceremony was being held in the square.

"our village relies on mountains and rivers and is close to the highway. It is rich in agricultural resources and has a solid industrial foundation. The advantageous industries of one village and one product represented by cherries and vegetables have developed vigorously, which has led to the improvement of industrial chains such as planting, processing, warehousing and cold chain distribution. The entry of enterprises and the guidance of cooperatives have further enhanced the confidence of farmers to devote themselves to one village and one product. " Li Yunnan, a branch secretary of Ma Tsui Village, said that now they are selling the village's high-quality agricultural products to more distant places through the e-commerce platform, while taking advantage of the size of the orchard, the development of eco-tourism has also been put on the agenda.

General Secretary Xi Jinping said: "one move fresh, eat all over the sky, one village, one industry, one township, one product, farmers will benefit from this." Facts have proved that the development pattern of one village, one product, one township, one industry and one county has been formed, and it is showing a stronger momentum of development in strengthening the county economy and driving farmers to obtain employment and become rich.

Under the new normal of economy, where is the development direction of one product per village? The relevant responsible person of the Ministry of Agriculture made an analysis and answer to the relevant questions.

Let farmers learn farming skills, processing techniques and marketing skills

In Zhaojin Town, Yaozhou District, Tongchuan City, the development of one village and one product has not only led to the establishment of a number of farmers' cooperatives such as soil honey, honeysuckle and hickory, but also accelerated the development of the industry to a more market-oriented direction. red tourism, property services, ecological agriculture and other modern enterprises emerge as the times require, farmers to achieve nearby employment, share the industrial dividend brought by the development of one village and one product.

Farmers are the main body of rural reform and development. The development of one product in one village stimulates farmers' entrepreneurial enthusiasm, makes farmers better understand the advantages of local resources and development potential, and enables farmers to learn advanced planting and breeding skills, processing techniques and marketing skills in the process of developing characteristic products. created a large number of new professional farmers. It can be said that the development of one village and one product is a vivid embodiment of China's "mass entrepreneurship and innovation" in rural areas.

The rapid development of one village and one product has also cultivated a large number of professional villages and towns with their own characteristics and advantages. with the gradual growth of the leading industry, many villages and towns have effectively promoted the development of their own and surrounding agricultural products processing, storage, packaging, transportation and other related industries. Some professional villages and towns seize market opportunities, fully explore the functions of agriculture, such as leisure and sightseeing, cultural inheritance and ecological protection, and actively develop rural tourism, folk culture industry and ecological characteristic agriculture. Some villages and towns are keenly aware of the new changes in the market, comply with the changes in the market sales model, introduce advanced elements in time, and actively develop new forms of business such as e-commerce and network marketing, thus promoting the integrated development of the primary, secondary and tertiary industries in rural areas.

Practice has proved that one village and one product is an effective mode of agricultural and rural economic development, it has played a unique and important role in promoting the construction of modern agriculture with characteristics, accelerating the prosperity of rural economy, getting rid of poverty and becoming rich, developing county economy, and increasing farmers' employment and income.

Unbalanced development calls for a "revolution" in the way of thinking.

Under the new normal, the mode of agricultural development must be changed. The new normal requires that agricultural development should change from the extensive growth of resources and investment to the sustainable development path of intensive, efficient, environmental protection and safety, and the agricultural structure should change from single production to market demand and sound industrial chain.

However, in terms of the current level of development, the overall development level of one village and one product in our country still needs to be improved, the number of professional villages is not enough, the industrial level is low, the product grade is not high, and there is a lack of rural talents. Some places do not have a good understanding of the importance of developing one village and one product, do not pay enough attention to it, lack the necessary policy support, the socialized service of agriculture is not perfect, and the development environment needs to be further optimized.

Therefore, in order to develop one village, one product, we must change the concept of development and mode of thinking, strengthen the consciousness of efficiency, plan the development of one village and one product with the concept of industrialization, accelerate the integration of production, marketing, trade, industry and agriculture, and form the industrialization management mode of one village, one product, one society, one township, one industry, one enterprise. It is necessary to strengthen brand awareness, pay attention to the brand building of characteristic products, use the concept of brand drive to promote the development of one village, one product, and seek benefits from brand management; strengthen the sense of innovation, and make use of emerging formats such as e-commerce of agricultural products and "Internet + agriculture". Help promote the development of one village and one product, and achieve high quality and high price for characteristic products.

Only by changing "production orientation" to "consumption orientation" can we grasp the "stomach" of the market.

At present, China's per capita GDP has reached 7000 US dollars, which has entered the stage of accelerating the transformation and upgrading of food consumption structure, and the consumption demand for agricultural products shows the characteristics of diversification, differentiation and personalization. People not only want to eat well, but also eat safely, nutritionally and healthily, which forms a huge market spending power of agricultural products.

The most important feature of a village's special agricultural products is that they are special and excellent, people have no one, and people have their own advantages, which just cater to the consumer needs of the people. Under this situation, it is necessary to speed up the development of one product per village, find a correct market orientation, change "production orientation" to "consumption orientation", and develop special, new, strange, refined and beautiful products. Rich "rice bag", "vegetable basket", "fruit plate", "tea jar" and "milk bottle".

Differential competition should be achieved in the development of "one village, one product" in poor areas.

In order to grasp development in underdeveloped areas, we should base on resource endowment and industrial foundation, do a good job in characteristic articles, and realize differential competition and misplaced development. The development of one village and one product is an important way for underdeveloped areas to help poverty alleviation and development and help farmers shake off poverty and become rich, and it is an inevitable choice.

In order to develop one village and one product in poverty-stricken areas, it is necessary to promote and develop the whole village, connect multiple villages and villages together, cultivate and strengthen characteristic leading industries, transform resource advantages into industrial advantages, and transform industrial advantages into economic advantages. embark on the road of getting rid of poverty and becoming rich at an early date. It can be said that the process of building a well-off society in an all-round way is the process of great development of "one village, one product". The higher the level of a well-off society, the more it is necessary to speed up the development of one village and one product.

Waiving fees and strengthening promotion to make one product per village go further

Since 2014, the Ministry of Agriculture has arranged special funds to carry out a pilot project of brand construction in one village, one product model villages and towns across the country, which has played an exemplary and guiding role. Agricultural departments at all levels should actively strive for funds and project support and increase financial support for one village and one product. The "three products and one mark" certification fee for agricultural products in one village should be appropriately reduced, and at the same time, coordination with the departments of industry and commerce, quality inspection and other departments should be strengthened. simplify procedures and waive fees in the evaluation and identification of Chinese geographical indication certification trademarks and national geographical indication protection products.

The policies that have been formulated and implemented to support and benefit agriculture should include the support of industries with regional characteristics and the development of one village and one product as far as possible. Integrate policy resources and actively support the development of one village and one product with the help of national comprehensive agricultural development, modern agricultural demonstration zone construction, beautiful rural construction and poverty alleviation and development projects.

Since 2011, the Ministry of Agriculture has identified five batches of 1606 national one-village and one-product model villages and towns, and created a number of influential professional villages and towns and well-known brands of characteristic agricultural products. How to make these villages and towns really become "star villages and towns", it is necessary to strengthen the publicity and promotion of famous and high-quality products in demonstration villages and towns, so that these agricultural products can really become the "darlings" of the market.