There is an urgent need for brands in the agricultural Internet era

The issue of "agriculture, rural areas and farmers" has always been a problem that the state is committed to solve, and the central "No. 1 document" has focused on "agriculture, rural areas and farmers" for 12 consecutive years. When the traditional model can not solve the problems faced by agriculture, the Internet has given agriculture new opportunities with its strong ability of process reengineering.

Through the application of Internet technology and ideas, the traditional agricultural industrial chain can be thoroughly upgraded from finance, production, marketing, sales and other links, improve efficiency, change the industrial structure, and finally develop into a new type of "Internet agriculture" to overcome the disadvantages of traditional agriculture.

The Internet has great advantages for the in-depth transformation and promotion of agriculture, which is embodied in five aspects.

Establish a safe and healthy brand image

Food safety has become the biggest bottleneck in the development of agricultural products. How to restore consumer confidence? Creating a transparent supply chain system through the Internet is the most direct way.

The traceability system, which extends from the food field, aims to solve the problems of food safety and food reputation. Through a QR code, consumers can see traceability information about the product after scanning the phone, such as where to farm, when to pick, who will pick, the date of packaging and so on. All these need the support of Internet, Internet of things, network video, cloud computing and other technologies. Finally, the use of Internet technology to achieve the whole production process traceability, coupled with the cooperation of quality inspection and other authoritative organizations, we can work together to create a truly transparent supply chain.

Standardization of agricultural production

The production of agricultural products can not be standardized, which has been an important factor restricting the development of agriculture. At present, the Internet of things can completely transform agriculture from the production link, make agriculture automatic, accurate, traceable, reduce manpower, reduce costs, and finally realize the standardization of agricultural production. Although it is not very hot now, it is the trend of the future, and there is still a lot of room for development.

With the application of Internet of things technology in agricultural production, the parameters such as light, temperature, humidity and the growth status of agricultural products can be collected in real time through various wireless sensors, and then the collected parameter information can be collected and integrated. Finally, through the intelligent system for timing, quantitative, positioning processing, timely and accurate remote control to specify the opening or closing of agricultural equipment, the real realization of "intelligent agriculture".

The upgrading of the sales model of agricultural products

Because the seasonality and regionality of agriculture are obvious, and it is easy to be affected by climatic factors, and the small household management system of our country is difficult to effectively connect with the big market, agricultural products often have the phenomenon of "difficult to sell" and the harvest paradox of "three or five buckets of excessive harvest".

There is no doubt that e-commerce can narrow the gap between producers and consumers, so that agricultural products are no longer unsalable due to geographical reasons. In addition, the e-commerce platform can not only save the intermediate distribution channels, but also greatly reduce the price of products because it allows producers' products to be delivered directly to consumers.

More importantly, the Internet channel can fundamentally change the relationship between production and sales, use big data to analyze and locate the needs of consumers, and organize the production and sale of agricultural products according to the needs of consumers, so as to achieve zero inventory of agricultural products. For example, Letv's ecological agriculture has adopted this kind of C2B thinking.

Improve rural financial services

Finance is the core of economy, and rural finance is the core of rural economy. However, China's rural financial services can not meet the needs of farmers.

Since the beginning of 2000, the central bank and the CBRC began to innovate financial institutions step by step, encouraging agriculture-related financial institutions to carry out financial product and service innovation in a variety of ways, including village-level mutual funds, forest rights mortgage loans, micro-credit, village banks, mutual aid societies, "companies + bases + farmers" and so on.

However, restricted by many factors, such as region, resources, industrial structure and so on, this kind of innovation of rural financial products led by regulators does not improve the rural financial problems very well, and the problems of single type of rural financial products and insufficient supply are still prominent.

Create a cheap and efficient marketing portal

What is the best thing about the Internet? Marketing. Whether it is the traditional principle of hunger and thirst marketing, or new social tools, Internet people are always good at talking about the dead and living.

As far as agriculture is concerned, all kinds of social media and communication tools can provide convenient marketing entrance for agricultural products, and more importantly, the marketing cost is extremely low. Weibo, Wechat, QQ and SNS are all free resources, and no industry can promote products by building trust with consumers as easily as Internet people.

Why is traditional agriculture not developing well? One of the important reasons is that there is no brand, which leads to low added value of agricultural products and unprofitable farmers. We think the Internet is the best way to build a brand because it can spread marketing at a low cost. Why are Chu Orange, Liutao and Pan Apple so popular? It is because of the strong marketing ability of the Internet.

There are three key factors in the marketing attribute of Internet agriculture: first, the good use of the concept of market segmentation, the use of big data to accurately locate the target customers to avoid extensive marketing; the second is to achieve close interaction with customers with excellent customer service and constantly improve product quality. Third, proper control of the industrial chain, neither trying to cover the operation of the whole industrial chain, nor simply outsourcing production, carrying out good product quality control for the raw materials in the upper reaches of the industrial chain, and realizing standardized production for the downstream product processing, is the best way.