This winter, the consumption of agricultural products continues to heat up, becoming a new engine to promote the development of rural industries and increase farmers' income. From the hot sales of Wang Qing fungus to the national popularity of Dandong strawberries, and then to the hot sales of Jiangsu hairy crabs on e-commerce platforms, special agricultural products from all over the world are entering the field of vision of consumers with their unique charm.
This year's No. 1 document puts forward clear requirements for improving the level of rural industrial development, aiming to promote the integrated development of rural primary, secondary and tertiary industries, promote the optimization and upgrading of agricultural product processing industry, and the high-quality development of rural circulation. Industry experts generally believe that in order to achieve these goals, the key is to build local brands, expand the breadth and depth of agricultural product processing, smooth rural logistics, and support the accelerated development of rural e-commerce.
Taking Wangqing fungus as an example, this small county in Jilin Province, located at the eastern foot of Changbai Mountain, has successfully cultivated an economic belt of fungus in recent years by improving quality, establishing standards and developing e-commerce by virtue of its excellent water quality and natural advantages of large temperature difference between day and night. Nowadays, visitors can not only experience the fun of fungus picking here, but also taste new products such as ready-to-eat fungus soup and fungus cold noodles.
Not only Wang Qing fungus, but also special agricultural products from all over the country are gradually emerging. According to data from the Ministry of Agriculture and Rural Affairs, in 2023, there will be more than 90,000 agricultural product processing enterprises above designated size in China, and the number of newly built national modern agricultural industrial parks, advantageous and characteristic industrial clusters, and strong agricultural industry towns is also increasing.
The rapid development of rural e-commerce has opened up new ways for the sale of agricultural products, making agricultural products change from "selling resources" to "selling brands". In the e-commerce incubation base of Manhe Village, Dongguang Town, Wangqing County, villagers are selling fungus to all parts of the country through live broadcasting. This new sales model not only solves the problem of marketing agricultural products in remote areas, but also brings real income to farmers.
In addition, local governments are also actively exploring cooperation models with e-commerce platforms. Taking Hulin City, Heilongjiang Province as an example, the local government cooperated with the Academy of Agricultural Sciences and Tmall Supermarket to jointly launch an integrated development model of production, processing and marketing in the rice industry belt. This cooperation model not only solves the problem of sales channels, but also increases farmers' income and willingness to plant.
According to data from the Ministry of Commerce, the online retail sales of rural areas and agricultural products have achieved significant growth in 2023. Driven by both industry and employment, the per capita disposable income of rural residents has also increased in real terms.
Although the development of rural industries has achieved remarkable results, there are still some problems. Document No. 1 proposes targeted solutions to this, including encouraging localities to develop characteristic industries according to local conditions, building local characteristic brands, and implementing high-quality development projects for rural e-commerce.
Zhu Weidong, deputy director of the Finance Office and deputy director of the Agricultural Office, said that China's regional differences are large, and various places are rich in products, and there is a lot to be done around "local specialties". He emphasized that it is necessary to use modern business philosophy, standards and methods to highlight the advantages of "earthy" taste, create a brand with local characteristics, and transform the advantages of characteristic resources into product advantages and industrial advantages.
At the same time, in view of the lack of rural logistics and distribution capacity, the first document also put forward corresponding solutions. Zhu Weidong pointed out that it is necessary to strengthen the construction of the county and rural logistics distribution system and optimize the construction of the cold chain logistics system of agricultural products to support the accelerated development of rural e-commerce.
Yuan Ruiling, deputy director of the Market and ** Research Office of the Rural Economic Research Center of the Ministry of Agriculture and Rural Affairs, suggested that the key is to make overall planning and hierarchical layout of cold chain logistics facilities for agricultural products. In addition, it is also necessary to deepen the comprehensive demonstration of e-commerce into rural areas, and use the resources of county-level e-commerce public service centers to build county-level e-commerce live broadcast bases and "village broadcast colleges". At the same time, in-depth excavation of rural "native product" resources and cultivation of a number of "small and beautiful" rural e-commerce characteristic brands is also an important way to broaden the upward channel of agricultural products.