Internet + Agriculture is the concept or the way out

With the continuous growth of residents' income, leisure agriculture is a livelihood industry and a new form of consumption, which is developed in the face of growing consumer demand such as leisure and sightseeing, agricultural experience, vacation and health preservation. Under the background of promoting the integration of primary, secondary and tertiary industries, developing various functions of agriculture and improving the comprehensive efficiency of agriculture, all localities are actively developing leisure agriculture. In 2014, there were more than 1.8 million farmers, folk villages, leisure farms and other operators in leisure agriculture across the country, of which more than 1.5 million were farmers, more than 40, 000 enterprises of scale and above, with an annual reception of 1 billion people and a business income of 300 billion yuan. to increase the employment and income of 30 million farmers. However, in the process of rapid development, the problems such as single information publicity channel, poor transmission, product homogeneity and isomorphism, vicious competition, low quality of employees, deceiving customers and killing customers are more prominent, which have become the bottleneck restricting the development of leisure agriculture.

In recent years, manufacturing, medical, transportation, education and other industries continue to integrate with the Internet, and new business models continue to emerge, promoting the transformation and upgrading of traditional manufacturing and service industries. In particular, when Premier Li Keqiang put forward the "Internet +" action plan in his 2015 government work report, more and more people began to think about how to better use "Internet +" to create more value for enterprises. As a product to meet the needs of consumers, leisure agriculture should comply with the situation of industrial development and promote it from the perspective of market under the three dimensions of "link", "interaction" and "reconstruction", so as to realize the cross-border integration of the Internet and break through the bottleneck of industrial development. promote file upgrading.

"Link" promotes the expansion of publicity channels and facilitates consumers' access to products. The essence of the Internet is to provide rich links. At present, consumers' access to leisure agricultural products is relatively simple, and most of them still stay in the way of word-of-mouth transmission. In particular, consumers only know about some large and more mature products, but know very little about small and characteristic products. Therefore, leisure agriculture urgently needs to build a bridge between producers, operators and consumers through links, and create an influential propaganda and promotion platform. For example, in 2014, the Beijing Municipal Commission of Agriculture cooperated with Baidu to mark the city's 335 folk villages, 914 leisure parks and 4077 folk households on Baidu maps, where consumers can easily and quickly find product information.

"interaction" promotes the establishment of credit evaluation system and enhances the transparency of products. With the development of the Internet, Internet users not only accept information, but also create information, from online forums to social platforms, and then to a variety of APP carrying from the media, user review information promotes the interaction between users and users. In the interaction, e-commerce platforms such as B2C, C2C and O2O are born, in which consumers can evaluate the consumption experience, and fragmented evaluation information constitutes the credit evaluation of the product. let future consumers understand more comprehensive product information, and then make purchase decisions. Leisure agriculture is a market that brings together many operators. take Beijing as an example, there were 1301 sightseeing and leisure agricultural parks and 15785 reception households engaged in folk tourism in 2014. in the face of a large group of operators, consumers rely solely on traditional means of communication. it is difficult to obtain product information, and high-quality products can not get high returns. Therefore, it is necessary to customize the Internet platform for leisure agriculture, open the user evaluation window, and collect consumers' evaluation information on products, so that consumers can obtain symmetrical product information before experiencing products, and then evaluate and identify products. Make a purchase decision.

"Reconstruction" promotes the satisfaction of consumer demand and increases the added value of products. In the Internet era, demand-oriented product research and development has begun to become the mainstream, and the recognition of consumers directly determines the realization of product value. With the clear requirements of consumers for products, the positioning of products is more accurate, fully aimed at different ages, genders, hobbies, usage habits and other aspects to create personalized and diversified products. Leisure agricultural products happen to meet the trend of "personalization and diversification". Due to the limited number of people received by each business subject and relying on different natural resources, what they operate is not "small varieties, large quantities" products of large tourist attractions, but "multi-variety, small batch" products with distinctive characteristics, such as Qingyundian Town, Daxing District, which realizes the "one household, one product" of folk tourism reception households, highlighting the catering theme and style of each household. But how these characteristics can better meet the needs of consumers, operators need to be able to understand the demands of consumers and rely on the demands to create higher product value. Therefore, on the Internet platform, leisure agriculture should not only realize the information interaction between consumers, but also realize the information interaction between operators and consumers, reconstruct leisure agricultural products through consumer demands, and enhance the added value of products.