Where does rural digitalization start
——Investigation on New Changes in my country's Digital Village
Our reporter Qiao Jinliang
Accelerating the construction and development of digital villages is not only a strategic direction for rural revitalization, but also an important part of building a digital China.
How can the tentacles of the digital economy cross rugged roads, connect deep mountains and ravines, integrate into many scenes of rural life, and gradually change agricultural development?
The Economic Daily reporter's investigation found that the construction of big data in my country's agriculture and rural areas has achieved initial results, and the digital level of agricultural production has been continuously improved. Information technology is fully empowering agricultural sub-sectors, providing a strong impetus for rural economic and social development.
In the past 2020, information benefiting farmers and live broadcast of goods have become hot words.
Some areas start with e-commerce live broadcasts to promote rural construction; some areas start with smart agriculture to change the face of rural areas.
In more and more places, the extension of the tentacles of the digital economy spans rugged roads, connects deep mountains and gullies, integrates into many scenes of rural life, and changes every bit of agriculture.
What role do mobile phones, data, and live broadcast play in the development of digital villages?
What are the problems to be solved?
How to integrate data and information into the whole process of rural revitalization?
In this regard, a reporter from the Economic Daily conducted an in-depth interview.
Sensors become the new pivot
Turning agriculture-related information into online and processable data information is the first step of smart agriculture, but experts also remind that the equipment should not be too complicated, not the higher the end, the better
Despite the cold winter, the Huadong High-efficiency Agriculture Demonstration Garden in Huagou Town, Gaoqing County, Shandong Province is warm as spring. The temperature control "artifacts" installed in 17 smart greenhouses are full of power.
"Before, every day, I had to roll up the insulation cover and open the vents one by one in the cold wind every day. The labor intensity was high, and the temperature in the shed was not guaranteed. For this reason, I invested 2 million yuan in 2020 to build this smart agricultural system." Cui Aimin, the person in charge of the park and a big vegetable grower, said that after the introduction of a smart thermostat, the opening and closing of the greenhouse and the size of the air outlet can be automatically controlled as needed.
The newly installed sensor can monitor the temperature in the shed on the mobile phone and adjust it manually at any time.
"The input value is not worth it, the key depends on the effect." Cui Aimin said that temperature control is the secret to ensuring the quality of greenhouse vegetables. In winter, the temperature difference between inside and outside the greenhouse, as well as day and night temperature differences, is large.
After the first crop of tomatoes produced under the escort of the smart agriculture system went on the market, they have been enthusiastically praised by consumers. At present, the price of fruit-based tomatoes in the park has more than doubled.
"My analysis is that the main factors are high sweetness, tight flesh, and good taste. Digital agriculture provides me with multiple guarantees of high yield, good quality, hard brand, and cheap prices. The demonstration garden greenhouse has been included in the Shandong Province High-Efficiency Agriculture Development Project , And then all digital transformation will be implemented." Cui Aimin said.
In 2020, Gaoqing County will be included in the National Digital Village Pilot Area by the Central Cyberspace Administration of China and the Ministry of Agriculture and Rural Affairs.
"We have already started to deploy smart agriculture and use digital empowerment to promote high-quality agricultural development." According to Miao Guangyong, director of the Gaoqing County Agriculture and Rural Bureau, there are 15 national geographical indication agricultural products in the local area, and it is necessary to create a market "explosive" , The focus is on implementing digital transformation.
At present, the county is promoting the full chain and full cycle digital transformation of agricultural products, implementing the "cooperative + farmer + digital technology" model, developing digital pastoral, digital orchard, and digital pasture to promote high-quality and high-quality agricultural products.
In more and more villages, sensors are becoming a new fulcrum for agricultural development.
There are more types of sensors in the poverty alleviation mushroom greenhouse in Chengdong Office of High-tech Zone, Xinyu City, Jiangxi Province.
Staff Li Gang told reporters that intelligent sensors for temperature and humidity, carbon dioxide concentration monitoring and aeration equipment are installed in the greenhouse to monitor the main indicators of mushroom growth such as temperature, humidity, air, light, etc., to achieve the goal of one person managing multiple sheds ; It is also possible to adjust the ventilation and light of the greenhouse by manually controlling the film roll and sprinkler, so that the greenhouse can maintain the appropriate temperature and humidity.
The base is in Yunnan, and the "brain" is in Beijing.
At the National Agricultural Information Engineering Technology Research Center, the smart agriculture big data platform displays the real-time status of the Yunnan demonstration base, and can also implement remote access and operations.
Zhao Chunjiang, director of the center and academician of the Chinese Academy of Engineering, introduced that the system can obtain base information in real time, and through video access, experts can view crop growth and analyze park data from thousands of miles away, and provide management and control solutions for managers.
In 2020, the team of Academician Zhao Chunjiang cooperated with the e-commerce platform Pinduoduo to build a number of smart agricultural technology application demonstration bases in Yunnan and other places, and develop smart agricultural technology around the plateau characteristic industries such as panax notoginseng, citrus, and walnut.
The first step of smart agriculture is to turn agriculture-related information into online and processable data information. This is a lesson to be supplemented by traditional agriculture.
The production objects of agriculture are animals and plants, and the Internet of Things and Internet support with sensors as the core become the key.
Since 2017, the state has initiated the implementation of digital agriculture construction pilot projects, focusing on four types of digital agriculture construction projects: field planting, facility gardening, livestock and poultry breeding, and aquaculture.
Today, these projects have initially realized intelligent monitoring and intelligent control.
The reporter found that the development of smart agriculture is facing financial difficulties when the overall efficiency of agriculture is relatively low.
The price of a set of Internet of Things equipment varies from 10,000 yuan to more than 100,000 yuan due to different core sensors.
At present, most pilot areas adopt government subsidies and enterprise investment methods, and the input-output ratio of each enterprise is different.
Only a few companies and large farmers can recover costs in the short term, and most of them take more than 3 years to recover.
Demand-oriented, simple and practical is the key to solving the problem.
Relevant experts repeatedly urged when visiting farmers, "Practicality is king, and the equipment should not be too complicated, not the higher the quality, the better."
Yi Nong Society makes information no longer blocked
Insist on opening the door to open the office. Only by increasing the number of village-level sites can the operating cost be reduced and more enterprises can participate
Ren Xueyou, a villager in Sujia Village, Changjia Town, Gaoqing County, likes to go to the Yinong Information Agency to find out which technology is popular and which types of seeds are selling well. He knows well.
Ren Xueyou said, “Farmers want to know what is right to grow in spring, what to harvest in autumn, and how to sell for a high income. In the past, information was relatively blocked, but now they have smart phones, but they still feel that a lot of information is not authoritative enough. Here, you can grasp the most. Information on public welfare services such as the most accurate agricultural policies and regulations, and inquiries on agricultural subsidies."
In addition, he also paid special attention to the movements of several major producers and cooperative leaders.
As the person in charge of the village-level station of the Yinong Information Agency, Sun Zhaoxia is both an administrator and an information officer.
It is hard to imagine that a variety of information services are launched in a site of only tens of square meters, where villagers can "buy, sell, push, pay, take, and take."
The site helps villagers purchase seeds, pesticides, fertilizers, home appliances, clothing and other materials through authorized e-commerce platforms, and releases various supply and demand news; it also helps farmers pay water, electricity, gas, telephone fees, and agent logistics delivery and pickup services. .
The Yinong Information Agency is the carrier of the national information entering villages and households. Under the leadership of the Ministry of Agriculture and Rural Affairs, according to the standards of having premises, personnel, equipment, and continuous operation capabilities, new or reconstructed agricultural information for each administrative village It aims to bring animal resources with information flow.
The project was piloted in some counties in 2014, and it was promoted in 18 provinces in 2017. By the end of 2020, it will basically achieve full coverage of administrative villages nationwide.
The reporter learned that according to the scale and function of the Yinong Information Agency, there are two main categories: standard and simple.
The standard type provides public welfare services, convenient living services, e-commerce services and training experience services, generally relying on the establishment of village-level service centers, large agricultural supermarkets, and village science and technology service stations; the simple type provides convenient and e-commerce services, ranging from convenient stores to small The agricultural material shop was developed.
Suichang County, Zhejiang Province, carried out innovation and turned the village-level convenience service center into a farming information agency.
The local Suichang Jiayan People's Livelihood Affairs Co., Ltd. cooperates with government departments to expand public welfare services and commercial services on the basis of administrative services.
Looking through the service record book, the reporter noticed that the villagers had come to apply for certificates, some filled out micro-loan applications, and some had subsistence allowances.
Ye Weijun, general manager of Jiayan Minsheng Company, said, “Nearly 140 government services and more than 50 market services can be provided free of charge. The income comes from government purchases of services and commissions from commercial service providers, and farmers don’t need to pay an extra cent.”
Where does the operating capital of the village station come from?
For the Yinong Information Agency, the central government has special funds to support it, adopting the method of building first and then subsidizing, and combining rewards and subsidies.
In terms of construction and operation, it is required to have a clear construction and operation subject, and adopt the method of "democratic construction public subsidy, public management and private operation".
According to the plan, as long as it meets the standards and is willing to operate on a unified platform for information access to villages and households, no matter who builds the village-level information service station, it can be identified by the provincial agricultural and rural department and be branded with the Yinong Information Agency.
"We have estimated that if a telecom operator is setting up locations in rural areas, a single store will need to invest 100,000 yuan. We rely on existing channels to find agricultural supply stores, supermarkets, etc. that can cooperate, and the average cost is less than 15,000 yuan." Sun Weimin, one of the participants in the construction of the information agency and the relevant person in charge of Zhejiang Public Information Company, said that after the platform is set up, telecom operators and platform service providers who intend to develop the rural market are willing to cooperate with the agricultural cooperative and pay a certain amount based on the sales. Proportional rebate.
In this way, enterprises have opened up the market, farmers have obtained benefits, and all parties have a win-win situation.
The reporter learned that at present, the agricultural system's agricultural information agency, the postal system's village post station, and the supply and marketing system's supply and marketing service outlets have all extended to the countryside, integrating information services, online sales, convenience services, and logistics services.
Many departments and enterprises have set up stations in rural areas to provide farmers with information services, but there is also a problem of resource dispersion to a certain extent.
It is necessary to explore the development mechanism of the combination of public service and business service, and insist on opening the door to open the company.
Only by increasing the number of village-level sites can the operating cost be reduced and more enterprises can participate.
Thousands of waters and mountains have become close at hand
The agricultural product upstream system of rural e-commerce provides the possibility for small farmers to directly connect with the big market, which is also the key to increasing the added value of agricultural products
In the popularity of short videos and the liveliness of live broadcast rooms, more and more people are beginning to "plant grass" good goods in the countryside.
"Our rice is all irrigated with natural Yellow River water, with a long growth cycle, using rice-fish rotation and co-cultivation, and the rice produced is rich in aroma, with white belly, white gills, and white flesh..." Gaoqing County Yinong Information Agency Village Level The station administrator Sun Zhaoxia also has the identity of the head of the local Xizhiyue Farm.
In the live broadcast room, Sun Zhaoxia spoke for local agricultural products. The rice grown by the villagers once became a popular online celebrity. In just a few months, it set an online sales record of more than 700 tons.
"Mahong old wine is 10 yuan per catty, the quality is guaranteed, and it is made purely by hand..." Recently, Fu Hongyun, a member of the Nanling Village Work Team in the Mahong Office of Xinyu High-tech Zone, Jiangxi Province, was very active on the Douyin live broadcast and helped Villagers sell self-brewed Mahon wine.
"You want 50 catties of old Ma Hong wine. You can send me a courier and I will pay the freight. I want to open a franchise store." After seeing it, a customer in Qinhuangdao, Hebei Province contacted Fu Hongyun.
There are many people actively ordering, and they sold hundreds of catties in just a few days.
Xinyu City is one of the first national pilot cities for information benefits.
According to Fu Xiaolong, director of the Agriculture and Rural Bureau of Xinyu High-tech Zone, 51 village-level e-commerce service sites have been established in the district, achieving full village-level coverage and meeting farmers' diverse needs for e-commerce services.
The district has also vigorously carried out agricultural product e-commerce training, organized wealthy leaders, new business entities, poor households and other related personnel to participate in village broadcast and delivery training, and organized 12 agricultural enterprises in the area to participate in the live broadcast e-commerce support held by the Jiangxi Provincial Department of Commerce Shop opening training.
In 2020, online sales of agricultural products in the region will reach more than 100 million yuan.
The spatial "tens of thousands of rivers and thousands of mountains" are becoming "close at hand" in the network. The booming rural e-commerce allows agricultural products to move from villages to cities, and farmers get rid of poverty and increase income.
In the past, traditional e-commerce delivered large amounts of consumer goods to rural areas, which played an important role in activating rural circulation.
But for rural revitalization, it is more important to help farmers sell agricultural products to cities.
The agricultural product upstream system of rural e-commerce provides the possibility for small farmers to directly connect with the big market, which is also the key to increasing the added value of agricultural products.
However, there are still many shortcomings in rural e-commerce, and it is not easy to live broadcast goods.
Many e-commerce participants reported to reporters that consumers’ demand for new, exotic, special and high-quality agricultural products is increasing, but their production organization is low, time to market is concentrated, and processing capabilities are insufficient, which cannot satisfy live-streaming orders Concentrated features.
Although the e-commerce service system has covered most villages, problems such as fewer suitable agricultural products, high operating costs, and difficult marketing and promotion are still outstanding.
Kang Chunpeng, an associate researcher at the Information Center of the Ministry of Agriculture and Rural Affairs, said that my country has become the world's largest agricultural product e-commerce country.
In recent years, driven by new e-commerce innovations such as live video broadcasting and online delivery, agricultural product e-commerce has continued to maintain a double-digit growth rate, and e-commerce has become the leader and breakthrough point in the development of digital villages.
One of the core values of rural e-commerce is to continuously transform agricultural production through customer data and market analysis.
Therefore, when formulating plans, all localities must use the "Internet +" concept to simultaneously implement changes in agricultural production, business methods, and marketing methods.