Guangdong explores the establishment of a modern agricultural market system and plays the role of uniting farmers and leading farmers
The "password" of income increase in rural characteristic industries
Our reporter He Linping
"The quality of this year's red oranges is very good. Those who want to eat them should hurry up and place an order." At the red orange planting base in Hepodi, Qingping Town, Lianjiang City, Zhanjiang City, Guangdong, fruit farmer Liu Zhihao is "bringing goods" for his own red oranges.
"Looking at the fruit in the orchard, I can feel the sweetness through the screen." Hu Wenxin, a resident of Tianhe District, Guangzhou City, placed an order without hesitation and bought two boxes of red oranges in one go.
The Central Rural Work Conference held a few days ago pointed out that industrial revitalization is the top priority of rural revitalization. It is necessary to implement industrial assistance policies, do a good job of "native products" articles, and rely on agricultural and rural characteristic resources to develop multiple functions of agriculture and tap rural areas. Multiple values require benefits, and benefits are sought from the integrated development of primary, secondary, and tertiary industries. Strengthen leaders, supplement chains, develop business models, and build brands, promote the upgrading of the entire chain of rural industries, and enhance market competitiveness and sustainable development capabilities.
In Guangdong, a network cable connects the production area and the market. Farmers learn to shout and bring goods. Internet celebrity anchors enter the fields, allowing consumers to watch rice, vegetables, fruits, fish and other agricultural products grow and mature; online orders , What consumers buy is not only agricultural products, but also cooking secrets and special experiences... The production and sales of agricultural products no longer depend on the "face" of God. Behind it is the chemical reaction inspired by the magic code "12221".
What is "12221"?
According to the person in charge of the Department of Agriculture and Rural Affairs of Guangdong Province, "1" is to establish a big data of agricultural products, and use big data to guide production and lead sales; three "2" are to form two teams of buyers in sales areas and train brokers in production areas , expand the two major markets of the sales area and the production area, plan two activities for buyers to enter the production area and agricultural products to enter the large market, and finally realize the "1" package of brand building, sales increase, market guidance, variety improvement, and farmers' prosperity. Target.
Today, the construction of the "12221" market system presses the fast-forward button to promote the high-quality development of agriculture in Guangdong to take new steps.
Follow the market, "Yuezihao" agricultural products increase production and income
Rural revitalization and industrial prosperity are the foundation.
As a large economic province and a strong agricultural province, in 2021, the total output value of agriculture, forestry, animal husbandry and fishery in Guangdong Province will be 830.58 billion yuan, ranking fourth in the country; the output of aquaculture will be the first in the country, and the output of fruit will be the top five in the country.
Whether such a large industrial scale can effectively solve the problem of agricultural product sales is directly related to whether the farmers' pockets can be bulged.
"One out of every three Chinese pineapples comes from Xuwen."
Xuwen County, Zhanjiang City is a world-renowned pineapple producing area.
In 2022, Xuwen pineapple will set a new record with an output of about 796,000 tons, an output value of about 2.5 billion yuan, and an average purchase price of 1.5 yuan per catty.
According to Chen Ruyue, a large local pineapple grower, "I couldn't have imagined this four years ago."
In 2018, hundreds of millions of catties of pineapples in Xuwen matured intensively.
However, the joy of harvest did not last long on the faces of farmers, and they encountered a rare "cold winter" of sales - the market price fell to 0.2 yuan per catty, and few merchants were interested.
"Many fruits rotted in the ground, and everyone felt distressed but helpless." Chen Ruyue recalled.
When the fruit farmers were at a loss, the "12221" working group of the Department of Agriculture and Rural Affairs of Guangdong Province came to Xuwen.
The survey found that the Xuwen pineapple industry has problems such as insufficient market system construction, insufficient brand cultivation, and insufficient use of big data research.
To solve these difficulties and pain points, it is necessary to jointly tackle key problems, seize buyers and key sales area markets, and focus on building an agricultural product market system.
"Our original intention of building the '12221' market system for agricultural products with Zhanjiang Xuwen pineapples as the source, simply put, is to help farmers sell all the pineapples." Deputy director of the Guangdong Provincial Foreign Economic and Farmer Cooperation Center, who was the leader of the working group at the time Li Xiaojun said frankly.
In the spring of 2019, the first pineapple production and marketing docking conference was held, with hundreds of high-quality buyers present.
Chen Ruyue seized the opportunity to vigorously promote her new pineapple varieties, and successfully sold the products to Russia, Japan and other countries.
Chen Ruyue was not the only one who benefited. According to statistics after the matchmaking meeting, more than 100 million catties of pineapples were ordered by Xuwen Quanyu.
In the same year, the pineapple big data system was launched.
Signed contracts with thousands of stalls across the country, established big data on market conditions, and regularly released pineapple market price indexes and buyer indexes.
The use of big data has given Xuwen farmers confidence: where are the pineapples sold, where are the prices high, where is the market...they have "numbers" in their hearts.
Following the market, Xuwen's pineapple industry has developed rapidly.
In 2018, the output value was 980 million yuan; in 2019, it was 1.5 billion yuan; in 2020, it was 2.2 billion yuan... Fruit farmers who had been hesitant regained their confidence.
"The sales are good, everyone is scrambling to lease land, and the enthusiasm for planting pineapples is getting higher and higher." Chen Ruyue said.
"'12221' integrates both ends of production and market, covering government departments, agricultural experts, leading enterprises, fruit farmers and other resources, information, and strength. The joint efforts of the 'visible hand' and the 'invisible hand' bring about a change in the way of thinking. Changes, changes in ideas - everyone no longer 'depends on the sky', changed the 'emphasis on production, despise the market'; skillfully use big data, follow the market, 'lead production with the market'." The relevant person in charge of the Department of Agriculture and Rural Affairs of Guangdong Province People say.
Since 2020, the Guangdong Provincial Department of Agriculture and Rural Affairs has gradually explored the successful model of the construction of the "12221" market system for agricultural products throughout the province.
Now in Guangdong, there is more than one pineapple in the characteristic industry with rising sales year after year!
Guangdong lychee sells well all over the world, Meizhou pomelo has become a "golden pomelo", Wengyuan orchids, Suixi dragon fruit, Chenghai lion head goose and other special agricultural products have successfully entered the circle... Read the "12221 password" "Cantonese name" agricultural products, get rid of " High yields are stuck in slow sales, increasing production does not increase income".
Aim at the demand side, extend the industrial chain and enhance the value chain
In the twelfth lunar month of winter, fishermen in Doumen, Zhuhai are extremely busy.
From December 28th to 30th, the first China "Nianyu" Expo was held in Zhuhai.
Full of fishermen's expectations for a better life, this is a new attempt by Guangdong's "12221" market system to innovate new consumption scenarios and improve the efficiency of agricultural products.
Guangdong has a long history of fishery, and mariculture and freshwater aquaculture go hand in hand. The total output of aquatic products and aquaculture output both rank first in the country.
The scale of the industry is large, how can it become stronger?
The relevant person in charge of the Guangdong Provincial Department of Agriculture and Rural Affairs stated that it will aim at the demand side, adapt to consumption upgrades, further extend the extension of the "12221" agricultural product market system, and promote the integrated development of primary, secondary and tertiary industries.
"The first industry will make a fuss about production standards and quality improvement, the second industry will work hard on technological innovation and intensive processing, and the third industry will accelerate the deep integration of agricultural tourism, industry + culture, etc., and extend the industrial chain to enhance the value chain."
Good sales and good production are the foundation.
"White Banana Sea Bass" is the first national geographical indication product of Guangdong Aquatic Products.
To improve quality from the production side, Guangdong strengthens the construction of seabass industry infrastructure, actively promotes modern agricultural industrialization business models such as "leading enterprises + bases + farmers", organizes and implements technical research, breeding technology promotion, disease detection and prevention technology, and market information consultation Serve.
After years of development, the sea bass industry has formed a full industrial chain operation model integrating seedlings, breeding, breeding, production, processing, warehousing, cold chain, transportation and trade.
At present, only in Doumen, Zhuhai, the aquaculture area reaches 39,000 mu, accounting for 50% of the country's output; the market is spread all over the country's major cities, and the total output value of the entire industrial chain reaches 17 billion yuan.
"Nowadays young people want to eat fish but are unwilling to go to the vegetable market. We adapt to this change and process fish into pre-made dishes so that young people can easily cook a delicious dish." Chen Huali, Director of New Retail of Hengxing Group Say.
Selling well is inseparable from intensive processing.
In Zhuhai Doumen Aquatic Products Deep Processing Demonstration Park, 360,000 square meters of aquatic products deep processing plants and 100,000 tons of low-temperature and ultra-low temperature cold storage have been built.
At present, a number of foreign aquatic product deep-processing enterprises have signed contracts to enter the park, and some local aquatic product enterprises have also strengthened the research and development of deep-processing products, and developed fish sauce, fish fillet and other products.
Qiaotou Village, Genzi Town, Gaozhou City is a well-known litchi industrial village.
In Qiaotou Village, tourists can not only enjoy the litchi forests on both sides of the bridge, see the clear water and green banks, and enjoy the beautiful rural scenery on the wind and rain corridor bridge; they can also taste special farm food in the small farmyard.
"The longer the industrial chain, the stronger the vitality of the industry." In the view of Yuan Haifeng, Secretary of the Party Committee of Genzi Town, only by constantly spawning new business forms can small lychee become a big industry.
The Lixiang industrial belt formed by Yuanba, Baiqiao, Maopo and other villages in Genzi Town and the surrounding areas, in addition to planting and processing, also vigorously develops business forms such as homestays and cultural tourism.
In 2021, the industrial belt will receive more than 2 million tourists in total, and the lychee industry chain will create an output value of 420 million yuan. In Yuanba Village, the annual per capita disposable income of farmers will reach 58,000 yuan.
Strengthen policy support, local talents become a new force for industrial revitalization
Walking into the laboratory building of Gaozhou Fengsheng Food Company, automatic fruit polishing machines, pitting machines and other machines stand quietly in the exhibition hall on the first floor.
"In the past, the pitting of the pulp could only be done manually, and it was time-consuming and laborious to watch the fire overnight." He Dawei, the head of the company, has been researching automatic pitting devices since he returned to his hometown in 2012 to start his own business.
Today, the fifth-generation nuclear machine has been successfully developed.
"Compared with manual work, the efficiency of automatic denucleation is nearly 10 times higher." He Dawei said.
Efficiency has improved, and the volume of acquisitions has soared.
In 2021, He Dawei purchased fresh fruit at a price higher than the market price, driving nearly 360 lychee growers in the surrounding area to increase their income by nearly 3.5 million yuan.
The key to rural revitalization lies in people.
The huge potential of the rural market is being activated, attracting more and more talents to devote themselves to rural revitalization.
Long Guoyuan, director of Gaozhou Agriculture and Rural Affairs Bureau, said that these high-quality farmers who love agriculture, love the countryside, understand technology, and understand the market are the hope of agricultural and rural modernization.
"In the past few years, hundreds of young people who have graduated from college have returned to their hometowns to start businesses, and have sold the lychees that their ancestors carried in large baskets to buyers all over the world through the Internet."
Under the guidance of the "12221" market system, Guangdong has taken multiple measures to focus on training family farm operators, farmers' cooperative leaders, and agricultural managers, and carried out skill training in various fields such as industrial development and agricultural technology application.
A large number of local talents have gathered around the entire industrial chain of agricultural product planting, processing, and sales, and more than 10,000 post-95s have become new forces in agricultural product e-commerce.
The talent assistance mechanism has been continuously improved.
At present, "12221" has linked finance, commerce, customs, e-commerce, logistics and other forces to form a socialized agricultural support mechanism to help returning talents break through the bottleneck of entrepreneurship.
Construct various industrial parks, promote more scientific and standardized planting and breeding, and improve quality assurance; let warehousing, packaging, processing, logistics and other links enter the fields, and solve the problem of keeping agricultural products fresh; build a buying and selling platform to attract merchants to purchase...in South China According to Zhou Jianhua, a professor at the Agricultural University, it is an effective measure to promote the revitalization of rural characteristic industries through the market-oriented operation mechanism to gather forces from all parties and cultivate local talents to lay a solid foundation for industrial development.
"Returning home to start a business just caught up with the great opportunity to comprehensively promote rural revitalization. The '12221' market system has been continuously improved, and the problems in the entrepreneurial process have been solved one by one. We are more confident in developing industries and getting rich together with the villagers!" He Da To say.
(People's Daily)