Dialectical Relationship between the Landing of Agricultural Materials E-commerce and the Arrival of Large Household Era

At the beginning of 2015, with the rise of the concept of "Internet +", the agricultural materials industry was moved by the wind. Traditional agricultural materials production enterprises, traditional circulation enterprises, e-commerce platform companies and so on have laid out agricultural materials e-commerce, which opened the "first year of agricultural materials e-commerce" in China.

Optimists hope that agricultural e-commerce can cure the stubborn problems of the industry: brand agricultural production enterprises can sell high-quality products directly to farmers through the e-commerce platform, on the one hand, reduce prices and benefit the people, on the other hand, cut off the import of fake agricultural materials, eliminate backward production capacity, and achieve the sound development of the industry. Provide small financial support to farmers through Internet finance, break the credit circle that "farmers owe retailers, retailers owe dealers, dealers owe enterprises"; through the integration of agricultural technology experts and "soil experts" to provide farmers with online diagnosis of diseases, pests and weeds and guidance services for fertilization and medication, to solve the problem of "the last kilometer" of agricultural technology for a long time.

The vision is so beautiful, but the voice of doubt is not small: China's farmers' professional cooperatives are beginning to take shape, but the decentralized operation of small farmers still occupies the main position. the increasingly serious aging of farmers and the limited educational level make it even more difficult for agricultural e-commerce to land. There are a considerable number of farmers who do not have the ability to operate computers and smartphones, not to mention paying orders online and interacting with experts. Due to the small scale of operation, different crop varieties, tight time and small quantity of fertilizer and medicine, it is a question whether the logistics speed can keep up and whether the logistics cost is cost-effective. Agricultural retail stores all over the countryside can also provide technical services while selling products on credit, and have a long-term and strong relationship with farmers. Farmers will not give up this convenient service because they save 1 yuan for buying a bag of pesticides online; Internet finance is mostly aimed at large growers, and it is still difficult for small retail investors to taste the benefits. The causes of agricultural production problems are complex, without field investigation, only with pictures and text descriptions, the "prescription" given by online experts may not be effective.

The two views are diametrically opposed and have their own reasons. Agricultural e-commerce has obvious advantages, but the problems it is facing are also real. In fact, this is the contradiction between the advanced productive forces represented by the Internet and the backward production relations in the decentralized operation of small farmers. The development of appropriate scale operation and the adjustment of agricultural production relations have become the basic conditions for agricultural e-commerce to take root.

The author thinks that the prospect of agricultural e-commerce is optimistic. On the one hand, the state encourages farmers to set up cooperatives to achieve appropriate scale operation of agriculture by means of land circulation, land trusteeship, land shareholding and so on. The Comprehensive implementation Plan for deepening Rural Reform clearly points out that the formation of grain prices should be close to the market, and these policy support and market guidance will have a certain crowding-out effect on small retail investors and accelerate land circulation. The temporary storage price of corn was lowered last year, and many farmers in Lishu County, Jilin Province, who were previously unwilling to transfer their land, volunteered to join the cooperative. On the other hand, the downward pressure on China's economy is great, and the number of migrant workers returning home is increasing, and the return of the first generation of migrant workers is also at its peak. They accept the edification of modern civilization to varying degrees in cities. They have strong adaptability to new knowledge and new technologies of the Internet and have a certain financial strength, which will become an important force for China's new professional farmers. These factors will promote the early arrival of the era of large agricultural production in our country.

Therefore, it is necessary to fully realize the dialectical relationship between the landing of agricultural e-commerce and the arrival of the era of large households. Agricultural e-commerce should have historical patience, and when the era of large households comes, with the "fertile land" of large-scale agricultural operation, all kinds of factors that hinder agricultural e-commerce from taking root will be eliminated naturally. Prior to this, agricultural e-commerce should pay more attention to the hardware construction of grass-roots outlets and the "internal practice" of improving service capacity, and should focus more on large households, cooperatives, and specialized social service organizations. let them fully enjoy the "dividend" brought by agricultural e-commerce, reduce production costs, improve profitability, further enlarge the crowding-out effect on small retail investors, and speed up the pace of agricultural production into the era of large households.