Internet + agriculture, how many problems can be solved to get better

"if China wants to be strong, agriculture must be strong." Agriculture is not only an important field of expanding domestic demand and adjusting structure, but also an industry that stabilizes the world and the hearts and minds of the people. Accompanied by "Internet +", can agriculture find a new direction and enter a new situation? Zhang Yaowen, senior partner of Analysys Business Solutions and general manager of the Western District, was interviewed around the great role played by "Internet +" in promoting agricultural development, and the current situation of agricultural informatization in China. Agriculture embraced the problems faced by "Internet +" and the early breakthrough of "Internet +" in the agricultural field were analyzed and sorted out from various angles.

The positive influence of Internet + on Agriculture

Zhang Yaowen said that the "Internet +" action plan will have a positive impact on agricultural development, specifically in solving information asymmetry, innovating business models, optimizing the allocation of resources and improving the intelligence of agriculture.

In terms of information transmission, through IT technology, "Internet +" breaks through the limitations of time and space to realize interconnection anytime and anywhere, thus greatly promoting the effective transmission of information in various aspects, such as agro-technical knowledge, agricultural resources, agricultural policies, agricultural science and technology, agricultural production, agricultural education, agricultural products markets, agricultural economy, agricultural talents, and agricultural extension management, and solves various problems of information asymmetry. While promoting agricultural production and life, it can also effectively connect the supply and demand market of agricultural products and solve the problems such as unsalable market caused by poor information in traditional agriculture. In terms of the use of information, the "Internet +" action plan can effectively break through the "last kilometer" of information transmission, enable all kinds of agricultural information to infiltrate the front line of rural areas in all directions, and earnestly guide production and life. and through big data analysis and other means to improve the degree of scientific and modern agriculture.

In terms of innovating agricultural business models, the Internet is imperceptibly infiltrating and changing agriculture in every link of the agricultural industry chain, from land circulation, agricultural material sales and agricultural information services to agricultural production, agricultural products sales and leisure agriculture. At the same time, innovate the business model of all kinds of enterprises. One of the major characteristics of traditional agriculture is to "rely on heaven for a living", which is very unpredictable. After the deep integration of the Internet and agriculture, the Internet has brought new data, information and new technological means, making all links of the agricultural industrial chain and all segments of the agricultural field. There are more tools, conditions and possibilities for innovation. At present, several obvious business model innovations have emerged, such as: agricultural material e-commerce, land transfer e-commerce, urban and rural circulation channel reform, agricultural products e-commerce (fresh e-commerce), agricultural big data, agricultural Internet of things and leisure agriculture Internet platform and so on.

In terms of optimizing the allocation of resources, the Internet plays a considerable role in reorganizing and allocating the resources needed in agricultural production, and improves the efficiency of the allocation and utilization of land, labor, capital and other production factor resources. For example, for "labor" resources, the major recruitment websites will promote the effective allocation of rural surplus labor; in recent years, Taobao Village and Taobao County can not only create jobs for rural areas, but also promote the transfer of urban labor force to rural areas.

In terms of improving the degree of intelligence and production efficiency of agriculture, the Internet can improve the intelligence of all aspects of agriculture and greatly improve production efficiency by transforming traditional agriculture with the help of emerging information technologies such as big data and the Internet of things. To achieve "environment measurable, production controllable, quality traceable", but also to a certain extent to solve the problem of food safety. Take the computer as the center, integrate information technology, integrate perception, transmission, processing and control, promote the standardization, intelligence and automation of agricultural production, save labor costs, improve the output and quality of agricultural products, and enhance the ability of crops to resist natural risks.

The application of agricultural information needs to be strengthened.

When talking about the current overall situation of agricultural informatization in China, Zhang Yaowen objectively analyzed that although the foundation of agricultural informatization in China has been significantly improved, more efforts need to be made to break through the "last kilometer" of information transmission; the overall level of agricultural information application is still low and needs to be strengthened.

After years of construction, the foundation of agricultural informatization in China has been significantly improved. As of December 2014, China's rural Internet users accounted for 27.5%, with a scale of 178 million, and the rural Internet penetration rate was 28.8%. The proportion of administrative villages with Internet services will reach 95% in 2015 and 98% in 2020, and the goals of "village-to-village telephone", "township Internet access" and radio and television "village-to-village access" will be basically achieved. The agricultural website groups covering ministries, provinces, prefectures, cities and counties have been basically completed, and agricultural departments at all levels have initially set up agricultural information service platforms for farmers' needs. Rural information service stations basically cover all administrative villages, and the pattern of "information service institutions in counties, information stations in townships and information points in villages" has basically taken shape. However, more efforts are needed to make full use of these platforms, effectively form effective services to agriculture, and get through the "last kilometer" of information transmission.

He said that information technologies such as the acquisition and analysis of agricultural biological and environmental information, agricultural wireless sensor networks, and the Internet have been used in rural comprehensive information services, agricultural government management, agricultural production and operation, agricultural circulation, agricultural e-commerce, wholesale market information construction, and farmers' professional cooperatives management informationization. related application and promotion work has been carried out rapidly, and remarkable results have been achieved. For example, the application of the Internet of things in the field of planting and animal husbandry, the application of remote sensing monitoring technology in the field of grassland and fishery, the application of RFID technology in aquaculture, the application of GPS technology in the field of agricultural machinery. The Internet has made good progress in promoting the development of agricultural e-commerce and fresh e-commerce. But on the whole, the overall level of agricultural information application is still low and needs to be strengthened.

Four difficult problems in embracing "Internet +"

"Internet + Agriculture" cannot be added as much as you want, Zhang Yaowen said. "the change of concept, the construction of business models, logistics and distribution, and the shortage of talents and funds are the four 'obstacles' in front of 'Internet + Agriculture'."

Problem one: the change of concept and consciousness. For agriculture to embrace "Internet +", first of all, it needs the gradual change of the consciousness and concept of each participant. Including the awareness of enterprises to embrace the Internet, as well as farmers' awareness of the overall acceptance and adaptation of the Internet in the market environment, all need to be changed.

Problem two: the construction of business model. Agriculture is a typical traditional industry, which has the characteristics of strong regionality, strong seasonality, low degree of product standardization and scattered producers. In order to embrace "Internet +", agriculture should make full use of the advantages of the Internet to transform agriculture, at the same time, it should also conform to the characteristics of the development of the agricultural industry itself, and find the business logic of the Internet era in the collision and integration of agriculture and the Internet.

Problem three: logistics and distribution. Although our country is promoting the construction of rural modern circulation network, the rural logistics system is gradually improving and is beginning to take shape, the main body of logistics is developing towards diversification and carrying out infrastructure construction projects such as "thousands of villages and townships". However, the development of China's rural circulation industry still lags behind, mainly as follows: first of all, there is a lack of unified planning, the development of logistics infrastructure in different regions is uneven, and the coverage of guaranteed rural logistics is limited. The distribution problem of "the last kilometer" is particularly prominent because of the scattered demand in rural areas. at present, social logistics still can not effectively serve villages and towns. Secondly, the infrastructure is backward and the scientific and technological content of facilities and equipment is low. In addition, at the enterprise level, the threshold of rural logistics market access is low, and most enterprises operate extensively. Finally, in addition to the circulation of agricultural production and living materials, the circulation problem of agricultural products is more prominent, because agricultural products usually have fresh characteristics, fragile, perishable, and higher requirements for the control of aging and transportation process.

Problem 4: shortage of talents and funds. There is a shortage of talents who understand both traditional agriculture and the Internet, and even fewer people are willing to serve in rural areas. At the same time, agricultural e-commerce platform construction, agricultural Internet of things technology research and development, equipment purchase, all need high investment.

Two breakthroughs in "Internet + Agriculture"

Zhang Yaowen believes that the early breakthrough of "Internet + Agriculture" can be made in two directions: leading enterprises and star enterprises drive the development of regions and even industries; and government public service departments strengthen the popularization of the Internet to rural residents.

Leading enterprises and star enterprises drive the development of regions and even industries. These enterprises completed the information construction earlier, have resources, users, understand the agricultural industry itself, understand the Internet. For example, agricultural giants such as Silt, Kim Jong-da and Huifeng shares, agricultural star enterprises such as Dabei Nong, New Hope and Longping Hi-Tech, Internet giants such as Ali, JD.com and SUNING, and even logistics giants such as Shunfeng can all rely on their own resources to infiltrate rural and agricultural markets through Internet tools. When these leading enterprises enter the rural market, they can play the role of pioneers, make use of resources and strength, improve the overall network environment, logistics environment and other infrastructure, and first cultivate the concept of the Internet in the rural market. improve the acceptance of the Internet in rural areas, at the same time promote the upgrading of related industries, promote and promote the development of regions and industries.

-- strengthening the popularization of the Internet. Government public service departments should step up publicity efforts to popularize the Internet among rural residents and let rural residents understand the Internet. We should not only let them understand what the Internet is, but also teach them how to use it. In terms of infrastructure, further promote the popularization of information infrastructure such as mobile communications, broadband, computers and smartphones, and at the same time increase investment and transformation of rural logistics infrastructure, it is of very positive significance to promote agriculture to embrace "Internet +".

In fact, such an attempt has already been made in some rural areas where the economy is relatively developed. For example, Junpu Village, Xichang Town, Jieyang City, Guangdong Province, vigorously promotes the Internet into the village in terms of policy support and platform construction, improves infrastructure, and creates a hard environment. Junpu Village is listed as one of the four key ecological demonstration zones in Jieyang City, achieving full fiber-to-home coverage, with the fastest network speed and the cheapest price in Jieyang. In order to solve the problem of e-commerce talents, the relevant departments of Jieyang City jointly sponsored the "Junpu e-commerce talent elite training course" and set up Xichang town e-commerce association, e-commerce service center, training financial station street and theme park. All these have created good conditions for the popularization of the Internet.

Make concerted efforts to promote the landing of "Internet +"

In order to promote the practical landing of "Internet + agriculture," Zhang Yaowen suggested that more platforms should be set up at the government level, more participation at the enterprise level, and more cultivation at the social level.

At the government level, set up more stages. We will improve the construction of all kinds of hardware infrastructure, such as the Internet basic network environment, logistics basic environment, and so on. Strengthen the policy support for the innovation of "Internet + Agriculture", increase the tilt of resources, promote the entry of the Internet into villages and households, make good use of all kinds of agricultural service platforms, and create a general atmosphere and environment for "Internet + Agriculture".

At the enterprise level, participate more. In the process of Internet permeating the whole agricultural industry chain, various innovative business models and business opportunities will emerge. Traditional agricultural enterprises need to find their own "Internet +" according to their own actual conditions and win the three Internet battles of "selling goods", "gathering powder" and "building platform" according to their own advantages.

At the social level, cultivate more. We will further popularize Internet and e-commerce knowledge to new rural subjects, such as large farmers, the second generation of agricultural materials, family farms, and professional cooperatives, so as to create conditions for them to obtain material benefits and benefits, and play an exemplary effect. through the new rural main body to promote the change of the Internet consciousness and concept of rural residents as a whole. Now the emergence of Taobao Village, and even Taobao County, is a good start.