The top-level design is clear. Internet + 's agricultural path is becoming clearer.

Since "Internet +" was put forward by Premier Li Keqiang of the State Council during the "two sessions" this year, "Internet +" has become the tuyere of economic and social development. On May 15th, the Ministry of Commerce launched the Internet + Circulation Action Plan. On June 24th, the State Council issued the "Internet + Action guidance", clearly delineating Internet + 's 11 key areas, and modern agriculture ranked third, second only to entrepreneurial innovation and collaborative manufacturing. The Ministry of Agriculture and other ministries will also launch Internet + action plans in related fields in the near future. Agriculture, which seems to be the oldest tradition and farthest from the Internet, will be fission and rebirth due to the connection of the Internet. Agriculture, which is farthest from the Internet, is indeed the most difficult area for the Internet to add, but it may become a change with the most imaginative space, and because of its particularity, agriculture will probably reconstruct Internet + 's connection logic in the field of consumer goods.

Great achievements have been made in the modernization of China's agriculture, but various risks and structural contradictions are also gathering. Wang Xiaobing, deputy director of the Market and Economic Information Department of the Ministry of Agriculture, said at the "Internet + Agricultural path and Reform" forum on June 30 that China's agricultural development is facing both the "ceiling" of agricultural products prices and the "floor" of costs. Unlike foreign farmers who account for the "bulk" of agricultural profits, the profits of Chinese agricultural products are absorbed and digested in step-by-step channels. At the same time, the cost of agricultural production is rising year by year, and the problem of unmarketable agricultural products often appears. What is more important than e-commerce to go to the countryside and enter the village is to solve the problem of agricultural products coming out of the village.

From January to May, online retail sales of physical goods nationwide increased by 38.5 percent compared with the same period last year, which was 28.1 percentage points higher than the growth rate of total retail sales of consumer goods in the same period, according to the National Bureau of Statistics. General consumer goods online shopping has become a scale, into a system, whether it is a large platform or vertical field, have gradually formed their own leading enterprises. Although the e-commerce of agricultural products started early, it is far from producing large enterprises, forming a large scale, let alone solving the profit dilemma.

Industry insiders said that this is subject to the special properties of agricultural products with low premium rate and high logistics cost. Therefore, the business logic in the traditional Internet + consumer goods field needs to be adjusted. Gao Haiyan, director of the one-mu farmland Research Institute, believes that the B2C model is not suitable for agricultural products out of the village at this stage, and the best way to increase the unit price is B2B. Unlike the consumer goods field from B2C to B2B, Internet + agricultural products need to enter the B2B model directly.

For the farmers in "agriculture, rural areas and farmers", we can not use the previous way of netizens' education. "Internet + 's way of farmers is not desirable at this stage, and Internet + farmers' organization should be chosen." Dang Guoying, a professor at the Chinese Academy of Social Sciences, pointed out that the scale effect of agricultural cooperatives can solve many problems. There are probably only a few co-operatives in the Netherlands, but there are millions of plus agricultural co-operatives in China, which are large in number but small in scale. It needs to be considered how Chinese cooperatives can find innovative mechanisms to cooperate with farmers in the process of connecting with the Internet.

In addition, farmers' technological sensitivity, Internet awareness and the ability to enter the market structure are weak, which is the inclusive education that the state needs to promote. It is reported that since 2014, the Ministry of Agriculture has established beneficial agricultural information societies in 3700 villages to solve the problem of "the last kilometer" of services through information entering villages and households. This year, the beneficial agricultural information cooperatives will be launched throughout the country and will provide public welfare services and convenient services for farmers.

On May 8, the State Council issued the "eight articles on E-commerce", and the central government will allocate 2 billion yuan of special funds for the construction of rural e-commerce infrastructure. It is reported that the first draft of the "guidance on accelerating the Development of Rural Electronic Commerce" with the participation of more than 20 ministries and commissions, including the Ministry of Commerce, has been completed. The State Council also clearly proposed that 14000 new administrative villages will have broadband access this year, and fiber-to-village construction will be implemented in 10, 000 administrative villages, and more than 95 percent of administrative villages will have access to fixed or mobile broadband. In the next two years, more than 80 percent of administrative villages will achieve fiber-to-village access.

Internet + 's grand plan for agriculture has been launched, but as the most backward field of informatization, the work needs to start from the most basic touch net. From the most basic agricultural products out of the village, to the informationization of rural services and farmers' life, and finally to the networking of agricultural production, Internet + 's path in the field of agriculture, rural areas and farmers will become increasingly clear in practice.