The 3700 agricultural information cooperatives across the country have opened the "last kilometer" of service.

Government + market, 3700 agricultural information agencies get through the service "the last kilometer"

Government "road repair" enterprises "sports cars" farmers "pick up"

Get through the information into the village "last kilometer", so that farmers can enjoy equal public services

"With the Agricultural Information Society, we farmers can receive goods at our doorstep like city dwellers." Holding a bucket of soybean oil just delivered home, Henan Jun County farmer Li Jinglu said with emotion. "The village opened this agricultural benefit society years ago. It can not only pay mobile phone fees, but also buy agricultural materials and daily necessities online. It's very lively."

Li Jinglukou Yi Nong Information Society, store is not large, about 30 square meters, the most eye-catching is the mobile phone terminal placed on the booth, as well as telephone, computer and other products, the wall also hung with the words "telecommunications area, financial area, Jingdong (online shopping) area, mobile phone application download area" display board.

Guo Zhonghua, a 40-year-old information officer at Yinong Society, said: "This place can help villagers do all kinds of online services, and it can also be used as a logistics center station. The things purchased by villagers can be sent to me first, and I will help distribute them." Let the villagers not go out of the village for major matters and not go out of the house for minor matters." Such a small "village-level information service station", in just half a year, helped the surrounding villagers pay more than 30,000 yuan, online purchasing wheat seeds more than 10,000 jin, fertilizer more than 30 tons. The monthly turnover of Yinong Society increased to more than 30,000 yuan, and Guo Zhonghua became more and more energetic.

Yinong Information Society is the carrier of the Ministry of Agriculture's information entering villages and households. In 2014, the Ministry of Agriculture established 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 various agricultural public welfare services, convenience services and e-commerce resources to village-level stations and initially form a sustainable operation mechanism. So far, 3700 villages across the country have set up agricultural information agencies.

According to introduction, Yinong Information Society mainly provides four kinds of services: First, agricultural public welfare services. For example, 12316 remote expert diagnosis and treatment of animal and plant diseases, policy technology market information consultation services are all provided free of charge to farmers. The second is convenience service. To carry out water, electricity, communications, finance, insurance, ticketing, medical registration, legal advice and other services. Third, electronic commerce. Carry out e-commerce of agricultural products, agricultural materials and daily necessities, and provide services such as rural logistics agency. Fourth, training experience service. Training on new agricultural technologies, new varieties and new products, and providing information technology and product experience. Zhang Hecheng, director of the Department of Market and Economic Information of the Ministry of Agriculture, said: "We hope to solve the 'last kilometer' of service through information into villages and households, so that farmers can enjoy quick service without leaving the village, and let farmers enjoy equal public services in urban and rural areas through the Internet."

"Information enters villages and households, promotes the deep integration of innovative achievements of Internet with agricultural production, operation, management and service, which is of great significance for transforming agricultural development mode and innovating agricultural administrative management mode." Chen Xiaohua, vice minister of agriculture, said that 600,000 administrative villages across the country will eventually 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 business entities.

Accurate information to households, convenient service to villages, exploration of sustainable mechanisms

Who gets the money for building benefit agriculture information agency? Who runs it? Is it sustainable?

Zhang synthetic said: "The key to the success of information entering villages and households is to coordinate agricultural public welfare services and rural socialized services, construct a trinity promotion mechanism of 'government, service providers and operators', realize accurate information to households and convenient service to villages, and explore the establishment of sustainable development mechanism of government' road building', enterprise 'sports car' and farmers 'picking-up'."

Since last year, Ali, Jingdong and other e-commerce companies have implemented the strategy of "thousands of counties and villages" and "channel sinking" respectively. Many enterprises regard rural areas as "blue sea" and are willing to open up rural markets with the help of information from the Ministry of Agriculture. Through Yinong Information Society entering the village, encouraging e-commerce enterprise service stations to sink, all localities strive to explore feasible ways of rural informatization.

Li Yong, chairman of Nongxintong Group, the operator of information village-to-household pilot project in Henan Province, introduced the operation mode of "road construction, sports car and pick-up": government departments are responsible for the integration of public welfare resources, providing public welfare services and coordinating the construction of information highway; Operators are responsible for the construction and specific operation of village-level information stations; Service providers, including telecom operators, platform e-commerce, financial service providers, etc., are responsible for providing various commercial services and channels to gain profits by expanding market scale.

"We have done calculations, if telecom operators in rural areas or towns, a single store needs to invest 100,000 yuan. We rely on existing resources or channels to find agricultural materials stores and supermarkets that can cooperate. The average cost is only 10,000 - 15,000 yuan, and the investment cost is not large." Li Yong said that after the platform is set up, telecom operators and platform e-commerce companies interested in exploring the rural market are willing to cooperate with Yinong Society and pay a certain proportion of rebates according to sales volume. "In this way, without government input, enterprises have opened up markets, farmers have benefited, and win-win results have been achieved in many ways. This matter will be easy to carry on."

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

In the process of pilot construction, Yinong Information Society also encountered difficulties.

Development is uneven across regions. At present, there is still a large "digital divide" between urban and rural areas in China, there are still more than 50,000 administrative villages in rural areas without broadband access, less than 30% of rural households have computers, and more than 70% of farmers do not use the Internet; last year, the turnover of agricultural products e-commerce exceeded 100 billion yuan, accounting for about 3% of the total sales of agricultural products, which is about 7 percentage points lower than the retail sales of social consumer goods.

"At the financial level, government input is also important." Xue Hong, director of the Market Information Division of the Agriculture Department of Henan Province, said that during the pilot process in Henan Province, the Ministry of Agriculture provided 3 million yuan of guidance funds, and provinces, cities and counties also won 5.54 million yuan of fund support. However, due to the large number of village-level information service stations, there is still a large fund gap due to the large investment in the manufacture and installation of doorheads, system development, daily operation and maintenance, etc. For example, in Sanmenxia Shan County, the production and installation of a door head requires an average investment of nearly 4000 yuan. "It is suggested that the financial department should strengthen the support for information entering villages and households, and give certain subsidies to the early construction of information agencies."

The integration and sharing of resources is also a difficult problem. According to the operation of village-level information service stations that have been built at present, services such as finance, electric power, medical treatment, village affairs publicity and government affairs publicity involve many departments, so it is difficult to coordinate and integrate resources. "The number of departments and enterprises stationed in village-level information service stations is still quite different from that envisaged, the service content carried out by village-level information service stations is not rich enough, and the business transaction volume is relatively low." Zhang synthetic 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 its rudiment, but there are still many systems to be explored. For example, the management and reward and punishment mechanism of information personnel need to be improved urgently, and efforts need to be made through early training, information management and later supervision." Li Yong said.