The thinking of emphasizing production over marketing should be changed.

"to improve agricultural efficiency and enhance the competitiveness of agricultural products, we must build the whole industry chain. If only planting but not processing, processing but no logistics, or only quantity but no quality, you will not be able to grasp the pricing power, let alone market share. " A few days ago, Wang Shoucong, director of the Agricultural Reclamation Bureau of the Ministry of Agriculture, told reporters.

In the face of the trend of the times of "Internet +", where is the development direction of land reclamation? Wang Shoucong said that land reclamation will focus on the core links, that is, to build a traceability system for the quality of agricultural products, build an e-commerce platform, improve the logistics and distribution of agricultural products, use "Internet +" thinking and technical means to build the whole industry chain, and incubate Alibaba of land reclamation itself.

"how to compete with the big foreign grain merchants?"

-- from the construction of the whole line of quality traceability, e-commerce and logistics distribution, to speeding up the construction of the supply guarantee system of the whole industry chain, so as to enhance the control of resources, the right of price discourse and the right of profit distribution.

The long-term advantages of land reclamation are mainly reflected in the field of production, but at present, under the double squeeze of "ceiling" and "floor", modern agricultural construction must pay more attention to quality and efficiency, market-oriented and consumer-centered.

"Land reclamation can not only seek its own survival, but also better serve the needs of national strategy, it is inseparable from the construction of quality traceability, e-commerce and logistics system." Wang Shoucong said: we must vigorously strengthen the construction of warehousing, processing, transportation and marketing, especially the e-commerce of agricultural products and the construction of modern logistics and distribution systems, realize the transformation from producers to suppliers, form a new pattern of industrial development driven by both online and offline, build a supply guarantee system of the whole industry chain that can compete with foreign big grain merchants, and enhance the right of resource control, price discourse, and profit distribution.

People put food first and food safety first. Build a national unified traceability platform for agricultural products and food safety information, realize the traceability of the whole industry chain of production, acquisition, storage, transportation, sales and consumption of agricultural products, and use the traceability system to force and guide production.

At present, the wave of "Internet +" is ferocious, sweeping various industries around the world, and agriculture is no exception. E-commerce is a shortcut for agriculture to get a free ride in this change. E-commerce of agricultural products is considered to be the last blue sea of e-commerce, and there is a huge space for development. Another important form of business that accompanies e-commerce is logistics. In this regard, the state proposes to develop the cold chain infrastructure of agricultural products, support the construction of logistics distribution terminals and intelligent logistics platform, standardize the management of logistics distribution vehicles, and rationally distribute logistics warehousing facilities.

The core elements of quality traceability, e-commerce and logistics are the "Internet +" thinking and the application of its technology. The direct purpose of the quality traceability system of agricultural products is to improve the quality and safety of agricultural products, but in actual production and operation, due to the use of information technology and Internet means, it has achieved a deeper purpose, such as innovating enterprise management methods and enhancing the market competitiveness of enterprises.

"We're just in our infancy."

-- developing e-commerce is not just about building a website and opening an online store, but also that reclamation areas and enterprises should attach importance to the training of management and marketing personnel, strengthen top-level design, and change the incompatibility of multiple sets of quality traceability systems.

It is reported that while the reclamation area is building its own quality traceability system, it has actively established a traceability system with local enterprises, and some well-known large agricultural enterprises have also begun to use the quality traceability system of agricultural reclamation agricultural products.

"since last year, we have started to explore the establishment of an e-commerce platform for agricultural reclamation products with traceable agricultural products as a starting point, both online and offline." Wang Shoucong said.

The reporter came to the Jiaxian Farm supermarket located in the bustling downtown area of Guangzhou. "one of the biggest features of this supermarket is that all agricultural products can find out where they are produced and when they leave the factory, which has changed our shopping experience." One citizen said.

At present, Shanghai, Guangdong, Heilongjiang, Ningxia, Chongqing, Beijing and other reclamation areas have set up regional e-commerce platforms with their own characteristics. Since last year, Guangdong Land Reclamation has built a "Jiaxian Farm" integrating community supermarkets, e-commerce, group sales, online and offline, with a daily transaction volume of 500000 yuan.

In addition, some reclamation areas have initially established a logistics network system with a wide range of radiation, the construction of logistics parks is also beginning to take shape, and the construction of cold chain logistics is speeding up.

"in spite of this, we are still in our infancy." Wang Shoucong said that in some reclamation areas and enterprises, there is still a shallow understanding that "to develop e-commerce is to build a website", and similar understanding also exists in the fields of quality traceability and logistics construction.

At present, the traceability systems designed and developed by various departments and localities are incompatible with each other. The existing logistics management system in China is still in the state of regional and departmental division management, which restricts the development of e-commerce. "as far as land reclamation is concerned, e-commerce and logistics have problems such as repeated construction and decentralized operation, with high operating costs and lack of competitiveness." Wang Shoucong said.

In addition, agricultural reclamation has always been based on agricultural production, and there is a lack of talent reserve in transportation, fresh-keeping, testing, marketing, informatization and other aspects. "this situation must be changed."

"the national team should stand at the high end of e-commerce new business type."

Break the situation of quality traceability system alone, set up land reclamation e-commerce alliance, connect cold chain logistics with last kilometer distribution, make good use of Internet of things and big data, and create a "Internet + Farm + traceability + fresh" e-commerce system with land reclamation characteristics.

"quality traceability, e-commerce and logistics work are highly related and professional, especially the rapid development of e-commerce. At present, there are differences in understanding among reclamation areas, so it is necessary to change the practice of fighting alone and speed up the establishment of land reclamation e-commerce alliance." Wang Shoucong said.

The reporter learned that the membership of the land reclamation e-commerce alliance includes not only agricultural reclamation e-commerce enterprises, but also relevant agricultural products production and supply (quality traceability), logistics and distribution, financial services, and other enterprises, through the establishment of a national land reclamation e-commerce enterprise group, with capital as the link, to build Alibaba of land reclamation itself. After the establishment of the alliance, it will promote the integration of superior agricultural products resources across the country, explore the establishment of a unified national land reclamation e-commerce platform, and promote the concept of land reclamation traceability and e-commerce brands. to create a number of organized, large-scale, high level of information level of modern quality traceability bright spot enterprises, form the experience that can be used for reference.

"localized fresh and fresh e-commerce has become an important transformation direction of agricultural products e-commerce." Wang Shoucong said: it is necessary to encourage enterprises in urban reclamation areas with conditions, explore the establishment of fresh e-commerce models such as direct sales in farm bases, offline supermarkets, and community O2O, and comprehensively apply the whole-process quality traceability system in fresh e-commerce products. to create a "Internet + Farm + traceability + fresh" e-commerce system with unique characteristics of land reclamation.

"it is necessary to explore the establishment of a comprehensive e-commerce platform for land reclamation in China, and strengthen the power of resource control, price discourse, and profit distribution of state-owned agricultural enterprises in the field of e-commerce, so that the national team of land reclamation can stand at the high end of e-commerce new business type." Wang Shoucong said.

In the next step, land reclamation will encourage enterprises to strengthen the construction of modern storage facilities, ensure the storage and transportation of high-quality agricultural products, grasp the sales initiative, and strengthen the construction of large-scale wholesale markets or logistics parks with market influence. seize the key nodes of the circulation of agricultural products and strengthen market control; it is necessary to seize the opportunity of ensuring urban supply and connect cold chain logistics with the last kilometer distribution. The use of the Internet of things and big data, the logistics distribution of the whole process of fine management and control, reduce logistics costs.