Government + market, 3700 beneficial agricultural information societies get through the service "the last public."

Get through the information to enter the "last kilometer" of the village and let farmers enjoy equal public services.

"with the Yi Nong Information Co-operative, we farmers can also receive goods on our doorstep like city dwellers." Holding a bucket of soybean oil that has just been delivered home, Li Jinglu, a farmer in Junxian County, Henan Province, said with emotion. "when this beneficial peasant cooperative was opened in the village a year ago, it can not only pay mobile phone fees, but also buy agricultural materials and daily necessities online, and people come and go very lively."

The Yi Nong Information Society in Li Jinglu's mouth has a small storefront, about 30 square meters, and the most eye-catching are the mobile phone terminals on the booth, as well as telephones, computers and other products. There are also display boards marked with the words "Telecommunications District, Financial District, JD.com (online Shopping) area, Mobile App download area" on the wall.

Guo Zhonghua, a 40-year-old informant of the Yi Nong Cooperative, said: "it can help villagers do all kinds of online services, and it can also be used as a logistics center. Villagers' online shopping can be sent to me first, and then I will help distribute it." Let the villagers not leave the village for big things and stay at home for trifles. " In just half a year, such a small "village-level information service station" has paid more than 30,000 yuan for surrounding villagers and purchased more than 10,000 jin of wheat seeds and more than 30 tons of chemical fertilizer online. The monthly turnover of the Yi Nong Cooperative has increased to more than 30,000 yuan, and Guo Zhonghua is becoming more and more energetic.

Yi Nong Information Co-operative is the carrier of the Ministry of Agriculture's information into villages and households. In 2014, the Ministry of Agriculture built a number of village-level information service stations in 22 pilot counties in 10 pilot provinces and cities, including Beijing, Liaoning, Jilin and Henan, to promote the access of all kinds of agricultural public welfare services, convenient services and e-commerce resources to village-level stations. and initially form a sustainable operation mechanism. Up to now, 3700 villages across the country have set up beneficial agricultural information cooperatives.

According to reports, the Yi Nong Information Society mainly provides four kinds of services: first, agricultural public welfare services. For example, 12316 remote experts in the diagnosis and treatment of animal and plant diseases, policy and technology market information consulting services are all provided to farmers free of charge. The second is convenient service for the people. To carry out water and electricity, communications, finance, insurance, ticketing, medical registration, legal consultation and other services. The third is e-commerce. Carry out e-commerce for agricultural products, agricultural materials and daily necessities, and provide services such as rural logistics agents. Fourth, training experience service. Carry out training on new agricultural technologies, new varieties and new products, and provide information technology and product experience. Zhang Zhe, director of the Department of Market and Economic Information of the Ministry of Agriculture, said: "We hope to solve the 'last kilometer' of services through the project of entering villages and households, so that farmers can enjoy fast services without leaving the village. let farmers enjoy equal public services between urban and rural areas through the Internet."

"the entry of information into villages and households to promote the deep integration of the innovative achievements of the Internet with agricultural production, operation, management, and services is of great significance for changing the mode of agricultural development and innovating the mode of agricultural administration." Chen Xiaohua, vice minister of the Ministry of Agriculture, said that eventually, 600000 administrative villages across the country will be connected into a large network to form Agricultural big data, improve the government's decision-making ability and level, and accurately push information to farmers and new agricultural operators.

Accurate information to the home, convenient service to the village, and explore the sustainable mechanism

Who will get the money for the construction of the beneficial Farmer Information Society? Who runs it? Is it sustainable?

Zhang said: "the key to the success of information entering villages and households is to co-ordinate agricultural public welfare services and rural social services, to build a trinity promotion mechanism of 'government, service providers, and operators', to achieve accurate access to households and convenient services to villages, and to explore the establishment of a sustainable development mechanism of the government 'building roads', enterprises''sports cars', and farmers''picking up goods'."

Since last year, e-commerce such as Ali and JD.com have respectively implemented the strategy of "thousands of counties and villages" and "channel sinking". Many enterprises regard the countryside as a "blue sea" and are willing to use the information of the Ministry of Agriculture to enter the village and open up the rural market. By entering the village and encouraging the sinking of e-commerce enterprise service stations, various localities have made great efforts to explore the feasible way of rural informatization.

Li Yong, the operator of Henan Province and chairman of NongICT Group, introduced the operation mode of "building roads, sports cars and picking up goods": government departments are responsible for the integration of public welfare resources, providing public welfare services and coordinating the construction of the information superhighway; operators are responsible for the construction and specific operation of village-level information stations. Service providers, including telecom operators, platform e-commerce and financial service providers, are responsible for providing all kinds of commercial services and channels to gain revenue by expanding the size of the market.

"We have calculated that if telecom operators set up sites in rural areas or villages and towns, individual stores need to invest 100000 yuan. We rely on existing resources or channels, looking for cooperative agricultural stores, supermarkets, etc., the average cost is only 10-15000 yuan, the input cost is not large. " Li Yong said that after the platform is set up, telecom operators and platform e-commerce interested in opening up the rural market are willing to cooperate with Yi Nong cooperatives and pay a certain percentage of rebates according to sales. "in this way, without relying on government input, enterprises open up the market, farmers get tangible benefits and win-win results, and this thing can be easily done."

The "digital divide" is still huge, with more than 70% of farmers not using the Internet.

In the process of pilot construction, Yi Nong Information Society has also encountered difficulties.

The development of different regions is uneven. At present, there is still a large "digital gap" between urban and rural areas in our country. More than 50, 000 administrative villages across the country still do not have access to broadband, less than 30% of rural households have computers, and more than 70% of farmers do not make use of the Internet. Last year, the e-commerce turnover of agricultural products exceeded 100 billion yuan, accounting for about 3% of the total sales of agricultural products, which is about 7 percentage points lower than the online retail sales of social consumer goods.

"at the financial level, government investment is also more important." Xue Hong, director of the Market Information Department of the Henan Agricultural Department, said that during the pilot project in Henan, the Ministry of Agriculture provided 3 million yuan in guidance funds, and the provinces, cities, and counties also sought 5.54 million yuan in financial support. However, due to the large number of village-level information service stations, there is a large investment in door production and installation, system development, daily operation and maintenance, and there is still a large funding gap. For example, it takes an average of nearly 4000 yuan to make and install a door in Shanxian County, Sanmenxia. "it is suggested that the government should increase financial support for the entry of information into villages and households, and give certain subsidies to the early construction of information societies."

The integration and sharing of resources is also a difficult problem. Judging from the operation of the village-level information service stations that have been built, finance, electric power, medical care, village affairs disclosure, government affairs disclosure and other services involve many departments, and it is difficult for the resource association to adjust. "the number of departments and enterprises stationed at the village-level information service station is still quite different from that expected, the service content carried out by the village-level information service station is not rich enough, and the business transaction volume is still relatively low." Zhang Synthetical said.

The commercialization mechanism of sustainable development has been initially established, but the operation supervision system is not perfect. "at the beginning of the pilot project, the Ministry of Agriculture proposed to actively explore the interest replacement mechanism of 'wool comes from cattle'. Now this mechanism has seen an embryonic form, but there are still many systems that need to be explored. For example, the management of information staff and the mechanism of rewards and punishments need to be improved urgently, and efforts need to be made through pre-training, information management, post-supervision and other aspects." Li Yong said.