Imaginative Space for tracing the Origin of Agricultural products: local governments endorse Safety

Industrial products enhance interactive marketing through traceability code, and master consumer big data through single product code; agricultural products are endorsed by local governments through traceability code, hoping to increase their added value and open up e-commerce channels for local characteristics.

Ma Li, reporter of Outlook Oriental Weekly, reporting from Beijing.

"We are putting traceability code on the product." Fan Wei, from Yanji City, Yanbian Korean Autonomous Prefecture, Jilin Province, told Outlook Oriental Weekly that Jilin Zhongxin Green Rice Group Co., Ltd., with him as its sales director, was linked by the Yanbian municipal government. joined Alibaba Group's all-Star "Lighting China" traceability program.

They have more than 10 years of rice planting experience, the current order area of more than 5000 hectares. Although this was only a pilot project, they still took out 100000 jin of Pinggang rice. "20, 000 bags of 5 jin of grain were all affixed with traceability codes." Fan Wei said.

And these rice with traceability codes are not only sold on Taobao, but also sold throughout the country through local agents.

On the one hand, fake goods of industrial products emerge one after another, and food safety incidents of agricultural products occur frequently; on the other hand, with the rapid development of e-commerce and big data, the traditional sales model and channels are undergoing profound changes. Product traceability arises at the historic moment.

Traceability technology is upgrading and improving. For agricultural products, local governments and enterprises hope to improve the added value of products, open up e-commerce channels for products with local characteristics, and even promote the development of local tourism. For local e-commerce enterprises and leading agricultural enterprises, this project, held by Internet giants and the government, is also forcing them to change.

Five-party linkage

If you want to improve the popularity and added value of agricultural products, the ones that come before the taste must be safe, such as pesticide residues, additives, and even various possible hormones.

Alibaba Group launched the all-Star "Lighting China" program, hoping to endorse the safety of local agricultural products through local governments.

Cooperation with the county requires multi-party cooperation. Taking Dawa County, Panjin City, Liaoning Province as an example, a five-party linkage is needed: Dawa County Government takes the lead to integrate the resources of the quality Supervision Bureau, Tourism Bureau, Animal Husbandry Bureau, E-commerce Industrial Park Management Committee and other parties; Alibaba provides platform, flow, resources and e-commerce related training; Hangzhou Oracle Technology Co., Ltd. provides technical support. Liaoning Jinshe Yu Agricultural Electronic Commerce Co., Ltd. integrates the entire operation, packaging promotion, online sales process; the local selected leading enterprises provide characteristic agricultural products.

"Alibaba + local government + technical side + operator + local enterprise", which is the basic model of Mantianxing project and county cooperation characteristic products.

In an open ecology, the county and related companies directly dock, Alibaba only needs to integrate in the rear, more work or guide consumers to scan the code with mobile phones. In practice, Alibaba will recommend relevant technology operators according to local characteristics. The cooperation in some counties is promoted by the operating companies that have already cooperated or contacted with Alibaba.

At present, there are 16 counties cooperating with Mantianxing, and it is estimated that 50,100 counties will sign up for cooperation by the end of 2015.

"We went to Alibaba in March 2015 and there was a great consensus on the traceability of agricultural products." Liu Yang, director of the administrative committee of Dawa e-commerce industrial park, said. After that, after Alibaba sent someone to Dawa County for an on-the-spot inspection, he felt that the local agricultural basic environment was good, and the quality inspection department could also dock it. He also established an origin plan and production records, which could be used as a traceability system, which was very suitable for the first county to trace the source of agricultural products. This is the beginning of Alibaba's traceability of agricultural products.

Safety geometry

After confirming the cooperation, the first task is to select products, and each county will choose the suitable variety according to its own local characteristics and the test data of the quality inspection department over the years.

"first of all, from more than 50 products, through the e-commerce logistics test, the customer sense of experience is poor, not suitable for network sales of products, and then review the quality standards of agricultural products, select the products of local leading enterprises as a pilot. Because they have a corresponding follow-up system for the supervision and traceability of products, once problems arise, they can be solved. " Liu Yang said.

And Yanji City, through the service provider Beijing Xinnong Business School for Yanji City and Alibaba matchmaking. "Beijing Xinnong Business School makes a market-oriented screening of our products, and the government will conduct a second screening according to their list and in conjunction with the quality Supervision Bureau to compare the data." Wang Bing, assistant director of the Yanji Municipal Bureau of Commerce, told Outlook Oriental Weekly.

Alibaba's advice to the county is usually: choose 10 items, too many categories, will lack of guidance, so that consumers are too blind.

Yanji selected 10 products representing Korean characteristics, including Pinggang rice, Mingtaiyu, Mount Kumgang kimchi, Korean cold noodles, ecological black fungus and so on.

For Fan Wei, they have been operating in the form of order agriculture since 2004, and for more than 2000 growers in nearly 20 villages, they have been adjusting their processes and norms. From the storage of fertilizers to the control of pesticides, have established their own standard system, "when it comes to fertilization, there will be special people to guide farmers."

In June 2015, Dawa, which has entered the second phase of cooperation, has already broken through the first 10 selections, and more local agricultural products have entered Taobao's "characteristic China" channel and set up "Dawa Pavilion".

In the first issue, we need to sort out the usual statistical data and discuss what information consumers want to know.

In addition to the earliest clams, Liquor-Soaked Crabs, river crab, sea cucumber and other seafood have also been put online. Through mobile phone code scanning, consumers need to see the product growth base, breeding and processing process, product nutritional value and manufacturer and other information.

Caiyuan, the store manager, told Outlook Oriental Weekly: "River crabs are fresh and difficult to control when they are packed, and other products do not have the problem of online sales."

In the second phase of Dawa Museum, a third-party testing and certification body, Rhine testing and Certification Service (China) Co., Ltd. (hereinafter referred to as RWE), was introduced to test and certify the agricultural products sold in addition to the local quality inspection department.

Jiang Tinggen is the curator of Dawa Museum from Liaoning Jinshe Yu Agricultural Electronic Commerce Co., Ltd. (hereinafter referred to as Jinshe Yunong), which is in charge of the operation part of the cooperation. "after the news that Dawa County became the first pilot county in the country, Lane took the initiative to contact us," he told SciDev.Net.