How does the Internet bring the Agricultural material Industry back to its essence

2015 is known as the first year of agricultural e-commerce, at the time of bidding farewell to the old and welcoming the new, looking back at the exploration road of several well-known enterprises in this year, it is very necessary to grasp the trend of "Internet + agricultural materials" in the new year. A few days ago, the "Internet +" Pesticide Supervision and Agro-chemical Service Model Innovation Summit Forum was held in Haikou, Hainan. Sui Pengfei, director of the Pesticide Inspection and Control Institute of the Ministry of Agriculture, said in a speech at the forum that China's agrochemical service level lags behind the large commercial environment by 10 to 20 years. It is necessary to make full use of Internet technology to innovate the agrochemical service model around the scientific application of pesticides, so as to achieve corner overtaking, thus promoting the implementation of the zero growth strategy of pesticides.

Rural Taobao builds up Internet Ecology in Rural areas

"the positioning of our company is Internet + rural areas, not Internet + agriculture. Because we are not only buying and selling products, but also building an Internet ecology in rural areas, so that farmers can fully enjoy the convenience brought by the Internet. " Wang Yanzhe, general manager of Alibaba Rural Taobao Business Department, said.

Alibaba plans to invest 10 billion yuan to set up 1000 county-level service centers and 100000 village-level service stations, covering all counties and rural areas across the country. Popularize e-commerce in rural areas, break through information and logistics bottlenecks, and solve the problem of difficult to buy and sell in rural areas. More importantly, rural Taobao through the county and village operation of store infrastructure construction, local recruitment of partners and village-level service station shopkeepers, to achieve the return of rural talents, so that they become the leaders of rural Internet consumption.

"Today, going to the countryside through e-commerce is equivalent to going to the countryside with household appliances three or five years ago. On the one hand, through the direct access of Internet brands, we can eliminate small and medium-sized backward manufacturers and achieve pesticide industry reshuffle, on the other hand, rural Taobao and agricultural materials regulatory departments cooperate to carry out big data monitoring to cut off the entrance of fake and shoddy agricultural materials from the source. " Wang Yanzhe said.

The "prosperous agricultural loan" launched by Taobao in rural areas can grant credit to qualified farmers within 500000. When a transaction occurs, it pays directly to merchants (dealers, manufacturers) without going through farmers' accounts. The interest rate is borne by village Amoy merchants or farmers or shared by both parties, so that agricultural manufacturers and dealers can get the booking money in advance, optimize the supply chain, and thoroughly solve the stubborn problem of selling agricultural materials on credit. For the normal orders of farmers, the quantity is small, and it is distributed by dealers through Cainiao logistics. For large households to reach a certain order of magnitude, they can be delivered directly by manufacturers.

Pesticide after-sale service is the top priority. On the rural Taobao platform, brand pesticide manufacturers can release 3-to 5-minute videos to introduce their products, avoiding exaggerated publicity by operators in grass-roots agricultural stores; villagers consult pesticide manufacturers online by themselves or through partners to answer questions immediately; under the organization of village-level service station managers, well-known agrotechnical experts regularly train villagers in the scientific use of pesticides Open the "Nail" Wechat public platform and cooperate with "Agricultural doctors" to carry out instant question and answer services for online diagnosis and medication guidance of crop diseases and insect pests.

The field circle builds an alliance circle of people of different species.

At present, there are too many levels of pesticide circulation in China, with 2700 pesticide suppliers, 60000 city and county distributors and 800000 rural retailers, serving 240 million farmers. On the one hand, the price of terminal pesticides is on the high side, fake and shoddy pesticides harm farmers, on the other hand, production and marketing are out of line, and technical services are difficult to put in place.

The top 10 pesticide suppliers and five major distributors in the United States account for more than 80% of the market share. There are 10000 retail stores in the United States, 80% of which are directly operated by national service providers, and PCA and CCA technical qualification certification and service systems have been established. "this is the development direction that China's pesticide industry should pursue, and pesticide e-commerce is the key cut to achieve this goal." Dr. Li Guangze, director of Nuopxin Corporation, believes that.

Tian Tian Circle has created an alliance circle of farmers through the Internet, with farmers as the center, recruiting growers "Brother Tian" and "Sister Tian" to provide technical support for farmers in planting, fertilizing and using medicine. a regional operation platform is set up by joining retailers and dealers to provide a full set of management ideas and introduce good products (seeds, pesticides, chemical fertilizers and agricultural machinery), so as to improve their management ability. The introduction of agricultural development loans to provide low-interest loans for large growers to solve the credit problem of agricultural distribution. Finally in this circle to achieve the goal of authentic, money-saving, technical services in place.

At present, there is a phenomenon of hype concept and paying too much attention to marketing means in the agricultural material industry. "We believe that the Internet can bring everything back to its essence, allowing the agricultural industry to focus more on the nature of providing quality products and professional services." Li Guangze said that through the e-commerce (financial) platform to eliminate intermediate links, improve circulation efficiency, reduce distribution costs, and eradicate stubborn diseases in the industry with high credit sales, high inventory and low turnover; through the continuous optimization of products and solutions, make the products of the whole pesticide industry become fewer and more refined, so that farmers can easily grasp the fool-like whole-process solution. Through the concept of crop community service, agricultural technical services will become more professional, social, social and Internet in the future.

Tian Tian Circle plans to build 1000 county centers within three years to form a flexible and efficient county-level e-commerce operation platform; build 100000 brand service centers to improve township e-commerce and community terminals; recruit 1 million growers to provide professional services and crop communities; to provide 100 million farmers with high-quality and cheap crop solutions, thus ensuring the food safety of 200 million families.

Farm doctors act as private health consultants for crops

"Agricultural doctors do not do agricultural e-commerce, but only do agricultural technology solutions." Agricultural doctor Wang Zhaoyong said that the agricultural doctor is now known as the "big picture" in the agricultural circle and is a private health consultant for farmers to grow crops.

The farmer doctor launched on November 22, 2014, is a mobile Internet APP, the core function is "quick questions", farmers encounter routine pest diagnosis and medication guidance can be solved within a minute. According to statistics, farmers now ask more than 1000 questions a day on the agricultural doctor platform, with 680 answers to each question, which basically produces one question and answer in about half a minute. "many agrotechnical experts report that since the advent of agricultural doctors, mahjong has stopped playing, soak in it every day to answer questions, pay attention to the occurrence of diseases and insect pests, and learn from other experts. An agricultural technologist nicknamed 'Grandpa Bi' once set a record of 13 hours of online answers. " Wang Zhaoyong said.

The deficiency of agricultural technical guidance service has always been a pain point for farmers, and it is also an important reason for the abuse of pesticides and the prevalence of fake drugs. Agricultural doctors integrate plant protection experts, agricultural technology experts and "soil experts" from agricultural capital stores to provide real-time online services for small farmers, family farmers, large growers and professional planting cooperatives, so as to realize the opening of questions and answers. so that the answer is timely, authoritative and unique, and is convenient for farmers to operate.

The prescriptions given by experts for farmers are bound to involve relevant pesticide products, and it is useless for farmers to buy them if they cannot buy them. Therefore, agricultural doctors also set up the function of "nearby agricultural stores" to connect the front desk Q & A with the product information of agricultural retail stores near farmers, so that farmers can find suitable pesticide products quickly and accurately. In addition, agricultural doctors also set up a "check the authenticity" function, which allows farmers to identify the authenticity of pesticides by scanning QR codes and bar codes, so as to prevent them from being deceived.

"with the emergence of agricultural doctors, the problem of the last kilometer of agricultural technology promotion can be solved in the middle of finger sliding." Wang Zhaoyong said.

Dragonfly farm service from one-shot sale to one-stop service

"just like taking a taxi with a mobile phone in the city, the farmers only need to place an order in the dragonfly farm service and leave the rest to us." Wu Chengwei, general manager of Kesheng Group, said that they will first send experts to diagnose the dispensing on the spot, and then the professional team will carry out intelligent spraying.

Dragonfly Agricultural Service is located in platform e-commerce, facing new agricultural operators and government organizations, realizing online trading of agricultural services, providing public agricultural technology consulting, and promoting one-stop outsourcing of agricultural science and technology services. the agricultural services provided include agricultural cultural creativity, agricultural planning, intelligent spraying, video diagnosis, agricultural Internet of things, soil remediation, brand agricultural materials, agricultural marketing services and so on.

"as a traditional pesticide preparation company, we have made such a big turnaround based on the judgment made by the situation of agricultural development." Wu Chengwei said. According to the statistics of the Ministry of Agriculture, there are 1.4 million farmers' professional cooperatives and 4700 state-level cooperatives in more than 600,000 villages in China, which is equivalent to two cooperatives in one village. The sales object of agricultural materials has begun to change, and pesticide enterprises have to change from a single one-shot sale of pesticide production and sales to one-stop service of pesticides, so Kesheng put forward the concept of agricultural service earlier.

"China's agriculture is facing the bottleneck of sustainable development. The fundamental way out for agriculture lies in mechanized operations and specialized services. " Wu Chengwei believes that it is necessary to make intelligent machinery the core competence of agriculture and interconnection become the infrastructure of agriculture. Dragonfly agricultural service with the help of intelligent medication equipment to collect agricultural big data, such as crop types, the number of drugs, the impact of climate factors, etc., to establish a scientific model to guide the use of drugs, so as to promote the zero growth of pesticides.

At present, enterprises such as Kim Jong-da, Jifei, Hanhe in Wuxi and Yongjia in Shandong have entered the dragonfly farm service. In the next three years, Dragonfly plans to select 50 agricultural prefecture-level cities in rice-growing areas, build 300 county service centers and 1000 township-level service stations, covering at least 10000 villages, so that farmers can farm from hard work to happiness.