Peasants' pockets are bulging in rural consumption (Consumption window·New highlights of county and township consumption ①)
Exploiting the consumption potential of counties and townships is an important focus of expanding consumption.
Improving county consumption environment and promoting rural consumption are important measures to stimulate domestic demand and support rural revitalization.
Since the beginning of this year, as farmers’ income has grown steadily, the foundation for expanding consumption in counties and townships has been continuously consolidated, and consumption potential has been further released.
Recently, our reporter went deep into some rural areas to explore new bright spots in consumption in counties and townships, showing the new changes and opportunities brought by consumption upgrades to the development of agriculture and rural areas and the lives of local people.
--editor
The pockets are bulging, and the home objects are also upgraded
Came to the home of Qiao Mingzhou, a villager in Hejia Village, Niuzhuang Town, Dongying District, Dongying City, Shandong Province. In the clean and tidy farmyard, a new energy vehicle and an electric tricycle are very conspicuous.
“There is no carport for the electric three-wheeled car. When it is windy or rainy, it is always anxious to take the grandson to and from school.” Qiao Mingzhou said that the automobile consumption policy is strong, and the purchase of new energy vehicles is subsidized, so he bought one in the town.
The prosperity of the industry gave Qiao Mingzhou the confidence to buy a car.
Niuzhuang Town is a strong agricultural town. The planting area of vegetables, melons and fruits continues to expand. The annual per capita disposable income of local farmers exceeds 24,000 yuan.
"My pockets are swollen, and home furnishings are being upgraded." Qiao Mingzhou hurriedly took the reporter into the house to have a look, home appliances such as inverter air conditioners and fully automatic washing machines were readily available.
"This year, a'big guy' has been added to the house. It is ultra-quiet with sterilization function!" Qiao Mingzhou pointed to the cylindrical vertical air conditioner in the living room and said.
Multiple benefits have driven farmers to upgrade their "shopping carts".
"The implementation of the policy of strengthening farmers and benefiting farmers has greatly enhanced the quality of life of the villagers." said Shen Qiong, director of the Economics Department of the Business School of Zhengzhou University.
Walking in Hejia Village, cars have almost become the "standard equipment" for every household.
"There are more and more new energy vehicles, and the village is busy building charging piles!" Qiao Mingzhou said.
Commercial networks are speeding up the "refilling of chains" and "refilling of networks."
A large shopping mall has been built in Dongying District, there are also comprehensive supermarkets in the town, convenient stores in the village, and the convenience service circle extends to the doorsteps of farmers.
Come to the village shop, there is a dazzling array of fresh vegetables.
"It's muddy and watery, it's fresh!" The 67-year-old Zhang Qingquan is picking celery, and the basket is full.
"The demand for online shopping is strong, and the number of parcels in the village is increasing." Every morning, Gao Wenjuan, a villager in Hejia Village, always rides a tricycle and knocks on doors from door to door to deliver express delivery.
In the past, villagers bought clothes, shoes, school bags, stationery and other daily necessities on the Internet. Now, there are more fresh things such as mobile phones and tablets. Many elderly people in the village have also begun to learn to shop online.
Driven by factors such as the continued growth of rural residents’ incomes faster than that of urban residents and the continuous improvement of rural logistics systems and commercial facilities, in the first three quarters of this year, rural residents’ per capita consumption expenditure increased by 18.1% year-on-year in real terms, and new products and services promoted faster subsistence consumption The shift to enjoyment consumption has continued to release the consumption potential of counties and townships.
The production and marketing are smoothly connected, and the foundation for increasing farmers' income is continuously consolidated, and the stamina for consumption is increased
Walking into Shangran Farm in Sanzhuang Town, Siyang County, Suqian County, Jiangsu Province, the strawberry greenhouse is full of life, with layers of leaves covered with fruits, and villagers are picking strawberries.
Strawberries grow in midair in a multi-span greenhouse, soilless cultivation, automatic drip irrigation, full use of space, and output doubled.
"Strawberry in the sky" is also a new sign of the farm chief Zhu Zheng.
"Quality is the market, and brand is competitiveness." Zhu Zheng attaches great importance to building agricultural products brands. In the past two years, he has applied for two trademarks. The strawberries and grapes grown on the farm have passed the green food certification.
"With the continuous upgrading of consumption, the biggest concern of urban and rural consumers for the supply of agricultural products is to eat safely and rest assured." Shen Qiong said that all regions put the increase in the supply of green and high-quality agricultural products in a prominent position, and promote the standardized production of agricultural products, brand creation, and quality safety. Supervision, a large number of green and high-quality agricultural products dress up the people's table and broaden the income increase channels for the villagers.
According to Ma Wei, Secretary of the Siyang County Party Committee, in accordance with the trend of consumption upgrading, the county has continued to expand the benefits of agricultural products brands to enrich the people with the adjustment of the agricultural industry structure as the starting point.
There are 446 "three products and one standard" agricultural products (a collective term for green food, organic agricultural products, pollution-free agricultural products and geographical indications of agricultural products), and the output of "three products" agricultural products accounts for 80%.
The fruits are branded, and the benefits rise.
The prices of Zhu Zheng’s strawberries and grapes are 1.5 times higher than those of ordinary fruits, and they are still in short supply. They are sold in major fresh supermarkets in the county.
"When the fruit is full, there will be an endless stream of people picking strawberries coming and going. During the Spring Festival, many fresh strawberries in the vegetable market and community supermarkets are purchased from me." Zhu Zheng smiled.
The dining table is connected to the farm, and consumption drives production.
In the southern county of Nanchong, Sichuan, the green hilltops are dotted with yellow Ehime jelly oranges.
During the harvest season, Luo Qiang, the grower of the plum orange fragrant goods plantation base, had a busy phone call. Many customers from other provinces called to ask about the status of the fruit trees.
"Consumers adopt fruit trees, we manage it in a refined manner, and the whole process can be traced. When the fruit is ripe, it will be sent to adopters." Luo Qiang introduced.
"The subscription price of each tree is 399 yuan a year, and the navel orange tree has found a good husband's house!" Since the beginning of this year, more than 4,000 consumers have approached Luo Qiang to adopt fruit trees.
"According to consumer psychology, our'birthday tree', family tree and'love tree' are also very popular."
"Adopting a fruit tree kills two birds with one stone! It not only satisfies the citizens' desire to enjoy green fruits and experience farm life, but also solves the problem of fruit sales, increases the income of fruit farmers, and promotes rural development." said He Hui, director of the Nanfang County Agriculture and Rural Bureau, order farming. The sales model achieved zero market risk and zero product inventory, which injected new impetus into the local development and growth of rural industries.
"The smooth connection of production and marketing will continue to promote farmers’ income and consolidate the foundation of consumption." Shen Qiong said that agricultural products are going up smoothly, continuously forcing the optimization and upgrading of the production side, promoting product classification and standardization in the production process, improving production efficiency and product quality, and supplying agricultural products. The chain is accelerating the shift to a supply and demand model based on sales and production, and the supply chain is further shortened and optimized, which promotes the transformation of agriculture to digital and smart.
Mobile phone becomes a new farm tool, live broadcast becomes a new farm work, and the field becomes a live broadcast room
"Walnut is a small role, and the walnut'family' greets everyone..." In the live broadcast room of Jinpu Village, Jifeng Town, Cheng County, Longnan City, Gansu, Lv Yangzheng, manager of the e-commerce department of "Tonggu Jiayu", yelled vigorously.
At the other end, the folks in the factory sorted and packed, boxes of amber walnut kernels, walnut oil and other products were loaded into trucks and sent to all parts of the country.
Chengxian County is known as the "Hometown of Walnuts in China", but due to the deep valley and mountains, the walnut market has been unable to open up.
A network cable connects urban and rural areas, and the local relies on e-commerce to connect superior resources with the national market.
"Now I drive to receive the goods, express delivery, and the mountain freight is available, available, and selling well."
Seeing the changes around him, Zhang Huilin, a villager who has been dealing with Walnut since childhood, found new business opportunities.
"What the market needs, let's produce what!" Zhang Huilin established an e-commerce company, and then the "Tonggu Jiayu" brand was established, and the "Amber Walnut Kernel" developed by the team became an Internet celebrity.
Nowadays, the brand has settled on a number of online platforms, with annual sales of more than 10 million yuan.
E-commerce broadens the way for villagers to increase their income.
Driven by Zhang Huilin, many migrant workers returned to their hometowns to start their own businesses and sell agricultural products through e-commerce channels. Agricultural products such as walnuts, honey, and fungus from the depths of the mountains are sold to the whole country through online stores, and the industry continues to grow and develop.
Now the town has 1,500 mu of walnut orchard and 800 boxes of bee breeding, which directly benefited 28,000 people in 27 villages.
Suizhong County, Huludao City, Liaoning Province, developed the apple industry relatively late and the market was not fully opened up. After the apple went on the market last year, the price dropped from the first two yuan per catty, and the local fruit farmers were very anxious.
Later, Suizhong fruit farmers brought apples into the fruit management live broadcast room on the Kuaishou platform, and quickly opened up a market through short videos and live broadcasts.
A total of more than 15 million kilograms have been traded, and more than 2,000 farmers have benefited from it.
Since the beginning of this year, my country's rural e-commerce has continued to grow. In the first three quarters, the national online retail sales of agricultural products was 304.39 billion yuan, a year-on-year increase of 1.5%.
“Mobile phones have become new farm tools, live broadcasting has become a new farming activity, and fields have become live broadcasting rooms.” Shen Qiong said, social e-commerce and live broadcasting have lowered the threshold of e-commerce. Many farmers sell their own agricultural products through WeChat or live broadcasting, and the consumption scene is further By extension, many well-known agricultural products have emerged, and the purchase conversion rate of agricultural products has increased significantly.
Good ecology produces good products, and good scenery can turn into good benefits.
In the warm sun in winter, the lakeside reeds gradually yellow and the gray reeds bloom. The picturesque North Village of Liuquan Town, Tongshan District, Xuzhou City, Jiangsu Province attracts many tourists to stop and take pictures.
Liu Chang, a 52-year-old villager this year, watched the hot country tour, taking care of the orchard and amusement projects during the day, and turned into a network anchor at night to endorse the beauty of his hometown.
"Picking income, e-commerce sales, last year's total family income exceeded 500,000 yuan."
Rural tourism has huge potential for rural consumption.
According to resource endowments, Tongshan District is divided into six categories: eco-tourism, industrial drive, and mountain village features to design and build villages with characteristics.
Today, 6 provincial characteristic rural villages, 10 municipal characteristic rural villages and 190 beautiful livable villages have been built, and each beautiful village has become a tourist destination for citizens of surrounding cities.
In order to attract tourists to spend, the district invites tourism experts to upgrade and reform.
The quaint stone courtyard, the walls of the house are decorated with boat oars and straw hats. The "mountain village taste" and the "fishing taste" complement each other, and the villagers ate the "tourism meal".
More than 1,000 people from more than 300 households in the village are engaged in tourism-related industries, opening homestays, selling specialty products, and opening restaurants. The tourism industry has an annual income of nearly 100 million yuan.
Last year, the village's per capita income was more than 40,000 yuan, and the village collective income increased by more than 1 million yuan.
"The pace of urban-rural integration is accelerating, and rural tourism is connected to each other, which effectively broadens the channels for farmers to increase income." Shen Qiong said that the next step is to improve county cultural tourism service functions and encourage cultural tourism, folk customs and other resource-rich towns to promote The integration of business, travel, culture, sports and entertainment, and industry integration will drive farmers to increase their incomes and become rich, and prosper the rural market.
Our reporter Chang Qin and Li Xiaoqing