How can a small tomato "sell" nationwide?Digital Express becomes a "agricultural agent"

Southern Finance All Media Leader reporter Liang Shiting Datong report

In mid -August, the car drove to Yanggao County, Datong, Shanxi. At this time, Shanxi Datong has greeted autumn, and the car is full of bumps with the cool mountain wind on the high -speed road, and the air is transparent and clear. The thin clouds make the morning and evening temperature difference of more than 10 degrees Celsius, giving birth to a full fruit and high sweetness.

Liu Zhijia, co -founder of Beijing Yidian Xinnong Network Co., Ltd., and 10 buyers from Beijing, Shanghai, Sichuan and other places rushed to a emerging tomato -producing area.

"It is not easy to find a new production area now, especially a new production area that can continue to stabilize the shipment. It is also good, and it is also interested in buyers to take a look. "Liu Zhijia said.

In recent years, agricultural product brands have become a new trend of agricultural development, and Internet platforms have played the role of modern "agricultural agent". They use digital and informatization methods to promote the combination of agriculture and modern technology, so that more agricultural products can pass the Internet platform through the Internet platform "go out".

Entrepreneurship from 0 to 1

Guo Yue, general manager of Xinnonghui Agricultural Co., Ltd. from the old -fashioned bank of the Gan Building to the home of the Gan Building to the home hometown, believes that it is an adventure challenge. In March of this year, Guo Yue officially returned to Yang Gao to take over the local tomato planting base and became a large -scale planting enterprise.

"In the past few years, the county government has very much supporting the development of agriculture. Although the agricultural development must face many challenges, once they get into this line, they have a great sense of accomplishment." Guo Yue said.

Shanxi is not a traditional tomato planting province. According to statistics from the Chinese Academy of Agricultural Sciences, Xinjiang, Inner Mongolia, Hebei, Shandong, Henan, Jiangsu and other provinces are the main producing areas of tomatoes in my country. Rich soil and soil resources, strong light, large temperature difference day and night, dry climate, and sandy land are the advantageous conditions for planting tomatoes.

However, in recent years, locals have discovered that the unique climate of Yanggao County, coupled with alkaline soil and rich groundwater conditions, have made the grown tomatoes high in the content of tomatoes and good taste. Since 2018, Yanggao County has officially developed tomatoes as the main agricultural product.

In 2021, Li Changbao, a researcher at the Vegetable Research Center of the Beijing Academy of Agriculture and Forestry, visited Yangxi County to inspect the planting industry of the local tomato. In the past year, Li Changbao found that the tomato planting scale in Yanggao County has doubled.

"Last year's planting area was about 4,000 acres, and it has now developed to 8,000 acres, which is close to 10,000 acres. Not only is the scale developed, but also the main thing is to see the prospect of the tomato industry and become the help of the local economic development. "Li Changbao said.

Although the cost of planting tomatoes is higher than other crops and traditional vegetables, the market income is significantly higher. According to data from the statistics of Yitian, the cost and income comparison in the Inner Mongolia area is 580 yuan per acre, and the net income is 820 yuan; the cost of cabbage is 1160 yuan, and the net income is 1840 yuan; The net income is 2350 yuan; the cost of tomatoes is 11080 yuan, and the net income is 14920 yuan.

In addition, Li Changbao said that tomatoes are one of the most mature agricultural products in the industrial chain. Primary processing products include tomato sauce, peeling tomato, tomato juice, tomato sauce, tomato powder; deep -processed products mainly include lycopene, tomato dietary fiber, tomato SOD and fermented drinks.

At the beginning of development, Guo Yue had made it clear that local tomato planting was mainly aimed at high -end lines in the market.

However, as an emerging planting industry, Guo Yue also said that it is still facing the lack of sales teams.

"Now mainly rely on friends introduced by friends, because there is no sales team, it is also difficult for buyers to understand local planting information." Guo Yue said.

The decentralized brand and the low market awareness is one of the shortcomings of poor exports of agricultural products in Shanxi Province. Although the complex terrain and diverse climate have created the unique agricultural resources of Shanxi Province, the overall development of exports is relatively disadvantaged.

In this regard, in recent years, it has gathered in characteristic tracks and has become a breakthrough in Shanxi's agricultural development. Shanxi Province has established a modern characteristic agricultural road with the main line of "making fine grains, strengthening animal husbandry, making excellent fruits, and making medicinal materials".

This year, Shanxi Province's preparation and printing "Shanxi Province" Fourteenth Five -Year Plant Development Plan "proposed that during the" Fourteenth Five -Year Plan "period, the implementation of the" three products and one standard "of the planting industry production industry was improved. The standardized production level was significantly improved. Diversity, branding, and functionalization have made breakthrough progress.

Digital Empowerment Agricultural Products Brand

Shanxi is using the digital Internet platform to build agricultural products. Liu Zhijia said that in fact, this cooperation is that the local government has taken the initiative to come to the door. Yanggao County has an urgent need for the development of the real estate industry, hoping to find more market channels.

In fact, "difficult to sell" and "difficult to buy" is a pain point facing suppliers and buyers. On the one hand, suppliers cannot connect to the sales channels. On the other hand, buyers also want to continue to switch production areas to find products that are differentiated in the market.

"There are nearly hundreds of agricultural information websites across the country, but these Internet platforms are characterized by government websites. It rarely provides trade services to allow buyers to see the business information they want on these websites. Exchange and interactive functions. "Liu Zhijia has therefore the idea of ​​providing agricultural product B to B service. In the past, Liu Zhijia's enterprises have made a lot of successful attempts to help the supply and marketing ends to docking.

As early as 2018, when Xu Wen's pineapple was unprepared, a acre field participated in the local construction of the "12221" agricultural product market system, that is, the establishment of "1" agricultural product big data, setting up a sales area buyer and training the agent of the production area "2" The branch team, expand the "2" market of sales and production areas, plan buyers to enter the production area and agricultural products into the large market "2" activities to achieve brand building, sales improvement, market guidance, variety improvement, farmers to become rich, etc. "1" performance.

Xu Wen pineapple has become a example of agricultural products in recent years. In addition, many specialty agricultural products across the country have become the leadership of industrial development in the form of "Internet+brand".

Taking Xinjiang as an example, in recent years, Xinjiang has registered and protects characteristic advantage products such as "Korla Xiang Pear", "Aksu Apple", "Yecheng Walnut", "Saba Badan", and "Slimaging Mu Ginger". As of now, Xinjiang has registered 83 geographical indications for agricultural products, and it has strived to register more than 10 newly added geographical indicators of agricultural products by 2025 to create a "gold" signboard for the geographical sign of agricultural products.

Judging from the statistical data of 2020, Xinjiang's realization of online retail sales was 41.681 billion yuan, of which the retail sales of agricultural products reached 12.150 billion yuan, an increase of 35.04%year -on -year.

The industry believes that the formation process of agricultural product regional brands can be roughly divided into four stages: regional advantageous industrial selection, industrial cluster formation with organizationalization as the core, regional brand creation, and brand economy. Among them, the product is the carrier and industry of regional brand construction.

Taking the tomato industry in Yanggao County, Shanxi as an example, Jia Yan, founder and chief expert of Nongben Consulting, believes that the local industry is in the stage of molding. With the help of big data, it can accelerate the screening and molding of the industry.

"By investigating big data, you can know which places in western persimmon are better than yourself, and which has been chosen by the market that it is not your own advantage. The most taboo in the development of the industry is to stare at your own one acre. The process can quickly screen out its own development direction to help the government reduce the trial and error cost of the industry, and the value of digital tools is also reflected here. "Jia Yan analyzed.

For emerging production areas, Jia Yan believes that on the one hand, it can truly improve its standardization level through digitalization, on the other hand, through digitalization on the marketing side, it will accelerate the brand's fame fame. "Agricultural products are moving towards branding, and on the other hand, it is also the uncertainty of the development of industrial development through brandization. It leads this industry through brand building. From the current relatively irregularity and immature, it gradually becomes standardized and mature." Jia Yan said Essence

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