Open up the pain points multi -party to help high -quality agricultural products "out of the circle"

□ Our reporter Wang Xuezi

For a long time, the issue of "agriculture, rural areas, and rural areas" has been the top priority of the country's development. Unlike European and American standardization and industrialization agriculture, my country's agriculture has a high proportion of employment population, a small scale of single agriculture, standardization, branding, low degree of digitalization, and upward uplifting. A series of problems such as complex channels.

On September 23, the "Chinese Farmers Harvest Festival" officially launched. The most important thing for agricultural products is to be able to sell it. Promoting the consumption of agricultural special products has become one of the important contents of the bumper harvesting activities in various places. How to open up the pain points of agricultural products to help high -quality agricultural products "out of the circle" is imminent.

There are many brands but not large and lack of standards

High -quality agricultural products are not high

As an important way to enhance the value of the agricultural industry chain, the brand's influence and popularity of high -quality agricultural products in my country have been lower than that of Japan, Europe and the United States, and other countries and regions. As for the lack of competitiveness in price in similar products. Taking China's national geographical indication product "Five Chang Rice" as an example, "Five Chang Rice" is crystal clear and white. It has been rated by "China on the Tip of the Tongue" as the best rice in China. Low -priced "Five Chang Rice", especially on the live broadcast platform, the price of "Five Chang Rice" is even as low as 3 yuan to 5 yuan per catty, which is far lower than the cost of the real "Five Chang Rice". The chaos in this type of industry not only harms the income of rice farmers and rice enterprises, but also seriously affects the brand image of the "Five Chang Rice", which hinders the "Five Chang Rice" to high -end and international.

In addition, due to the large number of agricultural population in my country and the relatively small size of a single agricultural entity, it is difficult to achieve the implementation of unified standards such as prenatal cultivation, maintenance and postpartum commodity channels and transportation, and other unified standards. The phenomenon such as the second charging "" is not the right board ", which is particularly serious on the Internet platform. Taking Yangshan peaches that have been popular on the entire network as an example, the standards of the dimensions of varieties selection, cultivation implementation, technical regulations, and production technology cannot be unified and management, which leads to the uneven taste in the taste. The non -standardization of packaging and transportation links also allows the product to deteriorate and rot during transportation, which seriously affects consumer experience and product brand influence.

The government takes on the platform and the platform to help

Realize the positive cycle of agricultural products and rural consumption upgrades

In response to the current situation of many brands, in recent years, the agricultural and rural departments at all levels have thoroughly implemented the decision -making and deployment of the Party Central Committee and the State Council, accelerated the implementation of the brand's strong agricultural strategy, has significantly increased brand awareness, the number of brands has grown rapidly, and brand benefits have increased significantly. In addition, various e -commerce platforms also rely on their own digital intelligence social supply chain capabilities to exert omnicoca advantages and make every effort to promote high -quality agricultural products brands.

Taking Yangcheng Lake hairy crabs as an example, the Suqian Municipal Government responded to the national agricultural brand strategy. In November 2018, "Su You Qian Xiang" was released as a highly recognizable Public brand in Suqian Agricultural Products. Brand operation company. The release of the "Success You Qianxiang" brand construction work plan in 2019 is clearly based on the "Su You Qianxiang" brand as the core, integrates the city's agricultural industrial resources, deeply taps the unique value of Suqian agricultural products, and systematically builds the "Su You Qianxiang" brand operation. Strategic systems to form a new pattern of modern agricultural development with standardized production, industrialization operations, and branding marketing. In addition, when the "Chinese Farmers' Harvest Festival" was officially launched this year, the first "Jingdong Agricultural Special Product Shopping Festival" was also successfully launched. Its product scope covered more than 2,000 agricultural special product industry bands in the country, with over 120,000 highest quality countries. Geographical indication agricultural products cover the most representative and most authentic agricultural products in each place. The organizer will use the advantages of digital technology, logistics, and supply chain to invest hundreds of millions of yuan and resources to open up the upward channel for 300,000 agricultural products. By driving hundreds of millions of farmers to expand sales, increase their income and become rich, to achieve the upgrading of high -quality agricultural products and rural consumption upgrades Positive cycle.

In addition, based on the non -standardized characteristics of agricultural products, some people in the industry said that the regulatory authorities should introduce corresponding regulatory rules, especially to increase the sampling inspection of fresh products online, and urge the e -commerce platform to improve the complaint communication mechanism and refine the compensation standards. Increase credit joint punishment; strengthen the credit supervision of operators in e -commerce platforms and platforms, and analyze the big data analysis of platforms and business information, consumer complaint information, and judge the operating risks of industry enterprises, provide information to consumers with information Services, especially for some operators who seriously infringe on the legitimate rights and interests of consumers, are advised to push to consumers in a timely and effectively method through complaint information warning, include abnormal business lists, blacklists, etc. to strengthen the platform responsibility; The evaluation is to restrict the business behavior of themselves and the operators in the platform. It is necessary to provide consumers with channels and conditions that allow consumers to seek truth from facts, and avoid illegal behaviors such as speculation and malicious harassment.

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