Chinanews.com, Beijing, December 19 (Liu Liang) The 11th Yangtze River Youth Investment Forum with the theme of "New agriculture sees the general trend, the country is burning at the time" was held online from December 17 to 18.

The forum focused on two hot topics, new consumption and new agriculture, and invited academic leaders, industry pioneers, and industry experts to discuss together to explore new opportunities in the development of China's new agriculture and new national trends.

　　Liu Jin, Professor of Accounting and Finance and Associate Dean of Cheung Kong Graduate School of Business, released the "Agricultural Development Prospect Research" report for the first time at the forum.

The report pointed out that there are four trends in China's agricultural development in the future.

First, China’s economy will continue to develop, and the proportion of agriculture’s GDP will drop by 80%. Second, China’s agriculture is currently undergoing a process of industrialization replacing the small-scale peasant economy, represented by the breeding industry and agricultural logistics. Third, China Poultry and dairy products have the most potential in the consumption upgrade of agricultural products; fourth, after the large-scale agriculture, technology, brand, and channels will become the most important driving factors.

　　In Liu Jin's view, from traditional agriculture to modern agriculture, China's agricultural industry is undergoing earth-shaking changes, facing the future, which contains boundless opportunities.

"At present, China's agriculture is in a moment of great change. It is moving from smallholder production to industrialized, replicable, and scalable production; how to find opportunities in the agricultural industry chain? If one or more nodes in the industry chain can be found, capital will be used to generate With rapid scale expansion, the opportunities at these nodes are the greatest."

　　Lei Wenyong, chairman of Sichuan Tiekex Group, said that in the next 5 to 10 years, China will produce world-class super agricultural enterprises.

To build such a super-agricultural enterprise, it is not enough to only rely on expanding the scale of farming. It is necessary to reconstruct its elements and turn agriculture into a food industry. This is a sign of modern agriculture and the true direction of future agriculture.

　　Ye Canjiang, chairman and general manager of Guangzhou Jiangnan Fruit and Vegetable Wholesale Market Management Co., Ltd. believes that under the epidemic, it is the general trend to accelerate the upgrade of the agricultural batch market, and the biggest pain point of agriculture in the circulation link is settlement.

The use of central settlement can eliminate the intangible increase in vegetable prices due to the transfer of bad debts, make transaction payments transparent, and pave the way for financial institutions to serve the physical agricultural product trading industry.

　　Wu Zhixiang, founder and chairman of Tongcheng Group, believes that agriculture is a type of industry that is worth investigating in China as a whole. There is a huge application space for technologies such as mobile Internet and artificial intelligence in this field.

In the context of China's large consumption, the upgrade and iteration of agricultural products, how to create products that meet the needs of young people on the basis of agricultural products, will have a very large market space.

　　"New National Tide" is also one of the topics discussed in this forum.

In the past two years, Guochao has risen strongly with a screen-sweeping attitude, and it has burst out different sparks in various industries.

On the one hand, new brands of Guochao are springing up like mushrooms, and on the other hand, time-honored brands of domestic products are also incubating second-generation brands or embarking on the road of joint cooperation, relying on embracing the Guochao to revive.

　　San Xiao, general manager of Alibaba Group’s Tmall marketing department, believes that the strong rise of national brands in the past two years is a combination of two trends: Chinese cultural trends, the rise of cultural self-confidence and the trend of new domestic consumption.

"More and more entrepreneurs realize that when the trend culture is superimposed on the elements of Chinese culture and domestic products, they will receive the attention of generation Z young consumers and can quickly penetrate the young market. ."

　　Zong Hao, vice president of Yuanqi Forest, believes that the new consumer era is coming and the core is that users have changed.

Young people of Generation Z have more confidence in domestic products and stronger self-judgment.

"The core of brand anti-aging is not simply to make the team younger. The key is to always target users and provide users with real value."

　　Gao Xiaohong, vice president of Bosideng Co., Ltd., believes that the "post-90s" and "post-00s" consumer groups who have grown up in the process of China's strength have stronger confidence and pride in domestic products.

China's own brands need to have their own core values, and incorporate Chinese culture and elements, so that domestic products can become a way for the new generation of consumers to express their attitudes.

　　Li Yang, associate professor of marketing at the Cheung Kong Graduate School of Business, believes that China has no shortage of production capacity and brands. A topic that is now more concerned is how China transforms from a manufacturing country to a brand country.

"The strong rise of Guochao brands, coupled with the support of more than 300 million young customers, this wave of Chinese new brands, new consumption, and new trends will inevitably give China a strong boost in the international market in the future. "(Finish)