In 2015, the Central Document No. 1 “Several Opinions on Strengthening the Reform and Innovation and Accelerating the Modernization of Agriculture of the CPC Central Committee and State Council” was formally released. Agricultural modernization has become the top priority, and more emphasis has been placed on policy design at the micro level. The Chinese economy is making a dividend on agricultural reforms. Modern agriculture is becoming a new round of national-level strategic opportunities. It is time for people to fight for peasants!

The main contents of the “No. 1 Document” are: to build modern agriculture and speed up the transformation of agricultural development methods; to increase farmers' income and to increase the policy of benefiting farmers; to focus on the integration of urban and rural development to further promote the construction of new countryside; and to increase the vitality of rural development. We will comprehensively deepen rural reforms; focus on doing a good job of the “three rural issues” and strengthen rural law construction. Although the modernization of agriculture has been proposed for many years, this year has for the first time become the number one issue on the No. 1 document, and more emphasis has been placed on policy design at the micro level. Specifically under this agenda item include the promotion of the integration of agriculture in the secondary and tertiary industries, the development of modern agricultural distribution methods, and the electronic commerce of agricultural products.

Under the new normal economy, the Chinese economy must seek new growth points. Reform is an important way for the Chinese government to release its productive forces. At present, the liberalization of marketization has been fully competitive. It is imperative that the state breaks down some policies to monopolize the industry and releases the growth power that can drive the development of the entire country. Agriculture is an important choice for this government. In this document No. 1, the further implementation of the land transfer policy was precisely the liberation of the agricultural policy. The policy of agriculture affected the industry and took a crucial step towards marketability. Agriculture really ushered in the era of market competition.

The "successive" new industry model: The No. 1 document of the 3.0 era of agriculture highlights the promotion of the integration of agriculture in the secondary and tertiary industries. Last month, Vice-Premier Wang Yang of the State Council also said during the inspection of modern agricultural construction in Beijing that it is necessary to change the mode of agricultural development, speed up the building of a "continuous succession" of agricultural whole industry chain, promote the integration of agriculture and the secondary and tertiary industries, and improve agricultural modernization. Level. “Repeating one after another” refers to the essential characteristics of modern agriculture and branded agriculture, and is an inevitable trend of economic development.

The practice and economic laws of modern agriculture tell us that not only farming (first industry), but also agricultural products processing (second industry), and agricultural products and their processed products, sales and peripheral services (the first In the tertiary industry, the original agriculture as a primary industry is transformed into a comprehensive industry, which adds value to agricultural products and allows farmers and agricultural industrialization enterprises to increase their income. Some scholars call this modern agriculture, which has opened up one or two or three industries, the "sixth industry."

I miss you jujube, Wujiang mustard, Laoganma, Zhongjing mushroom sauce and so on, are the outstanding representatives of the sixth industry.

The growth power of traditional agricultural enterprises such as base type, raw material type, rough construction, and foreign trade export type has been fully released in the era of agriculture 2.0. Now, we must adjust the strategy and enter the “Agriculture 3.0” era with “new industries”. Otherwise, it will lose its competitiveness and even be eliminated by the market.

In order to be a “successive” new type of agricultural industry, we must abide by the “three major disciplines”:

Discipline 1: It is strictly forbidden that the "individually connected" new industry model in which the entire industry chain takes over modern agriculture emphasizes that it is open and controlled, and does not mean that the company itself absolutely owns it. The industrial chain of agriculture is extremely long. If the entire chain has many operational links, high degree of difficulty, and high risks, even a strong central state-owned enterprise such as COFCO will face many challenges, not to mention the SMEs.

To open up the links of the 12 industry and the industry, we must follow the principle of “professional division of work, vertical and horizontal integration”, recognize the industry competition pattern and factors, recognize our genes and advantages and disadvantages, strategically focus on the key points of the industrial chain, and focus on local Take control of the overall situation.

Disciplinary 2: Heavy-duty equipment is strictly forbidden, and the light-market and branded plant and equipment in the park are important, but not decisive. Don't just pay attention to visible plant equipment and hardware investment, and ignore invisible market development brand building. The market is more important than the factory! Otherwise, holding the gold rice bowl still has no food.

Without success, all advantages lose meaning. Without brands and markets, all resources and ideals are empty and boring. From the farm to the market, from the mayor to the market, from the product to the brand, the strategic focus of China's agriculture must shift from industrial investment (machine) to brand building.

Discipline III: It is forbidden to touch rivers and stones. Modern agriculture and branded agriculture are new business and new challenges. Enterprises must avoid omnipotent ideas, and they must go to the end of the road and find the wrong direction. They not only consume money, but also Combat confidence, and more importantly, delayed market opportunities.

There are no shortcuts to agriculture, and the biggest shortcut is to walk less (preferably not to detour). Be sure to plan and then move forward, first use the outer brain to do top-level design, plan the direction and the path, and go one step at a time. As long as the direction is correct, you will not be afraid of the road.

Guaranteeing income to promote consumption: The modern rural agriculture No. 1 document focuses on the construction of modern rural areas. Without modern rural areas, there is no modern agriculture. The No. 1 document makes clear requirements, including giving priority to ensuring investment in agriculture and rural areas, improving the effectiveness of agricultural subsidies, and improving the mechanism for the formation of agricultural product prices. The construction of a new type of agricultural management system, the reform of the rural collective property rights system and the reform of the land system, etc., are also covered in large numbers in the No. 1 document. The supply and marketing cooperatives and the reform and development of agricultural reclamation were first written in the No. 1 document in recent years.

We must properly handle the problems of the rural population and raise the income of farmers. On the one hand, for farmers who stay in rural areas, they must continue to increase the income of farmers, encourage farmers to grow grain, protect farmers’ right to contract and transfer land, guarantee the equalization of rural public services, and strengthen rural infrastructure; For farmers who have left the land to work in cities, they must provide vocational education opportunities, create conditions for equal sharing of public services, and help farmers achieve citizenship.

Channel sinking has become a powerful approach to sales growth. With the construction of a modern new rural area and the development of a variety of agricultural business entities, rural areas will release more employment opportunities and consumption opportunities. Farmers who have left the land, through the transfer of land and reemployment, realize income growth. At the same time, due to the disengagement of land, the self-sufficient small-scale peasant economic model has been broken, and these income growth will be transformed into practical consumption power. Therefore, it can be foreseen that the sinking of channels will become a powerful way for the growth of fast-moving consumer goods, and there will be a new batch of fast-moving consumer goods brands, and in this wave, three-and four-line brands will be created.

Rural infrastructure construction has become a new growth. China has already walked through the real estate pull period and entered the period of agricultural pull. However, the new rural infrastructure will still be opportunities for building materials and real estate developers such as cement and steel bars. And as a key project for the construction of new rural areas, it will be more likely to receive government support.

Emphasizing the development of electricity suppliers for agricultural products: Modern management approaches to agriculture concern this government. In 2014, from the introduction of the first rural financial policy to the release of the first report on China's agricultural brands, and to Li Keqiang’s visit to Taobao Village, it can be seen that this The government is more inclined to use new market methods and methods. The No. 1 document proposed to attach importance to the use of e-commerce in agricultural products. It can be predicted that in 2015, the government will introduce more favorable policies for e-commerce for agricultural products.

As the last virgin land of e-commerce, e-commerce of agricultural products has attracted the attention of many e-commerce platforms and internet accomplices. In 2014, local specialty agricultural products gained tremendous growth through the e-commerce platform, and the county economy became China’s most dynamic economic unit. Jingdong, Taobao and other large platforms have penetrated into rural China, laying the foundation for the development of rural e-commerce.

Today, thousands of small and medium-sized enterprises are “selling” agricultural products on platforms such as Taobao and Jingdong. According to Alibaba’s data, in 2012, the total value of agricultural products traded on the Ali platform was approximately RMB 20 billion, and in 2014 it is expected to reach 100 billion. The rapid development of the situation.

Some traditional companies such as Zhengbang Group, Yingying Agriculture and Animal Husbandry, and China Animal Husbandry Group are also exploring e-commerce marketing models. Let's regard cross-border agriculture as an important part of the fresh platform.

After entering the enterprise, Lenovo Jiawo, and the e-commerce as an opportunity to “turn overtaking”, its leader Chen Shaopeng said: “We pay more attention to the e-commerce channel. We should say that this time, including the future, e-commerce will play a more important role. The role will be one of several main channels leading to consumers and reaching consumers, and it will be one of the main pillars of the very pillar."

At present, the majority of agricultural products e-commerce operators still remain at the stage of merely using e-commerce as a channel, and most agricultural e-commerce companies only put agricultural products on the e-commerce platform to sell. Agricultural operators must establish a concept: E-commerce is not the Monkey King! Does not solve all your problems!

Agricultural products to do electricity supplier, one to do the product, two to do brand.

The lack of a product or star product is a common problem in traditional agricultural enterprises. Traditional SMEs often have many products, ranging from a few dozen to as many as hundreds, and even across a range of industries. A product sells for only a few hundred thousand and millions in a year. In the national market plate, there is no way to hit the market, make a brand, and have no status.

In the e-commerce world, the characteristics of the category oligarchic economy are particularly evident, and celebrity products are more important. When consumers look for the first brand of a category product, they will directly enter its brand name into the shop in the search bar, which in turn will drive sales of other related products in the store.

Product focus, to create a popular, high-draining explosion models, will be the only way to help agricultural products in the e-commerce platform to stand out!

With regard to the two brands, the Internet can complete the accumulation of brand awareness and credibility faster than traditional methods. Through the viral spread of the Internet, a brand can quickly complete the traditional brand, longer time, and greater brand equity that can be achieved through investment.

Before joining hands with the original life, the orange has already had a good sales in the local area, but the story of the brand has been fully excavated in life, and it has been propagated by people's culture, which has finally achieved the legend of orange.

Land transfer rights: The modern agriculture literature on scale farming shows that the cost of agricultural production in China has risen rapidly and the prices of bulk agricultural products are generally higher than those in the international market. How to innovate agricultural support and protection policies under the “double squeeze” and improve agricultural competition? Force has become a major test of China's agriculture.

From the perspective of the countryside, farmers are constrained by the continued growth of agricultural production income, which is constrained by the fact that the area of ​​contracted arable land for individual households is too small. At the same time, food security is still a serious problem that China needs to face.

Therefore, China's agricultural cultivation and breeding must embark on the mode of large-scale mechanized production. Mechanized production can increase labor productivity, reduce product unit costs, increase the profitability of food production, and enter the 3.0 era of agriculture. If it is still implemented within the current land policy system, it is difficult for mechanized production to achieve economies of scale. Instead, due to the high investment in fixed assets of machinery and equipment, it will increase production costs.

The three economic entities will achieve the agricultural reform reform. First, relying on existing resources and status, large-scale agricultural reclamation groups can rapidly accumulate resources that other companies can hardly achieve, relying on their own resources and reforms, and intensify their market competitiveness. Second, the original local leading agricultural enterprises, such enterprises have accumulated local agricultural resources, most of which are supported by the local government, and are easy to obtain relative advantages in land circulation. Thirdly, a major feature of cross-border agriculture is that agriculture has a large plate size. Only a scale can produce benefits. Even if we see opportunities, we must have sufficient funds to shake up agriculture. Cross-border slogans such as Xu Jiayin Liu Chuanzhi, Wang Jianlin and others have stronger resource advantages and can better grasp the opportunities of agricultural scale.

The hot front of agriculture: Informatization of modern agricultural agricultural information to promote agricultural development to a higher stage, is the development of agricultural modernization of the forefront and hot areas, and its low level of development, it is a strategic opportunity period for enterprises to grab.

From the year of 2004 to 2015, 12 “Central Document No. 1” were all involved in the content of agricultural informatization. The emphasis on agricultural informatization in the past three years has been increased. Such as the Internet of Things, food safety traceability, precision agriculture and so on.

Now, it is an important opportunity for the development of agricultural informatization.

First of all, the development of technology has been able to support the accelerated development of agricultural informatization. In the rural areas, the Internet has fully penetrated, and the development of remote sensing, big data and other technologies has also laid a solid foundation for the development of agricultural informatization.

Second, at present, industrial capital has begun to flow into the agricultural sector, and Ali has begun to implement the layout of agricultural e-commerce. In the future, industrial capital will lead the accelerated development of agricultural informatization.

In addition, policies such as land transfer will build a platform for the development of agricultural informatization. In order to establish a standardized land circulation market, land transfer management and services will also emerge as the times require, including various forms of land transfer right transfer markets, land transfer service platforms, county and village tertiary service and management networks, land transfer monitoring, and information dissemination. , policy advice, etc.

Information technology has enabled agriculture to open up new business models and ideas and achieved more direct connection between operators or consumers and land. Ali's "Land of Land" makes full use of the Internet platform, allowing consumers and farmers to effectively link the land through the e-commerce platform. Farmers will transfer land to e-commerce companies. E-commerce companies will transfer land to production management of local cooperatives. Make an appointment online to subscribe for land use rights and obtain actual crop output. CITIC Trust's "Scorpio Agricultural" grain production model is the transfer of land from CITIC Trust through trust products to Tianzhu Agricultural Management, Tianzhu Agriculture Cooperatives and cooperatives, and large grain producers to co-produce and provide complete management and services.