This dialogue is full of dry goods

China Well -off News Reporter Peng Hui Rural Revitalization How to break the question? How can regional public brands empower the industry? What are the secrets of the integration of cultural tourism? On the evening of June 27, guided by "Well -off" magazine, the "Alibaba chat · dialogue county sustainable development" co -organized by the Alibaba Rural Revitalization Fund and co -organized by Ali Research Institute was carried out in Hangzhou. Direct dialogue between experts and county representatives, starting from Zhejiang experience, find gaps in a relaxed and happy atmosphere, find ideas, fish dry goods, learn doorway, and jointly decode the inner logic behind the revitalization of Zhejiang countryside.

It is understood that Gu Yikang, a member of the Expert Committee of the Central Agricultural and Rural Ministry, Gu Yikang, member of the Consultation Committee of the Central Agricultural and Rural Ministry, Gu Yikang, a member of the Consultation Committee of High -quality Development and Construction of Zhejiang Province, Deputy Director of the Academic Committee of the Zhejiang Provincial Government Advisory Committee, and the Political Research Office of the Zhejiang Provincial Party Committee The former deputy director Xu Zhihong, the deputy president of "Xiaokang" magazine, Lai Hui Neng, the sponsor of the "decoding Zhejiang" research team, Hu Haihe, director of the Alibaba Rural Revitalization Fund, and county representatives from Hunan, Hebei, Qinghai, and Jiangxi. The dialogue was chaired by Zhou Yu, director of East China News Center, "Well -off" magazine.

Figure: Dialogue scene

"The government is promising, the market is valid" is the inner logic

"From the construction of the" Million Project "to 'Beautiful Village", the rural revitalization work in Zhejiang has been at the forefront. The logic behind Zhejiang's experience is traceable. The model of the operation of mechanism is the internal logic of Zhejiang's development. In general, it is "the government is promising and the market is valid."

Peng Jun, Secretary of the Yongshun County Party Committee of Tujia Miao Autonomous Prefecture, Hunan Province, said that although Yongshun, located in western Hunan, is an agricultural county, but agriculture is "big but not strong". The added value of agricultural products is low and the brand is not high.

Agriculture is both small and scattered. In the face of such a predicament, how to break the question?

Lai Hui can use Zhejiang Xinchang inefficient forest transformation model as an example to explain the inner logic of "the government is promising and the market is valid". As a mountain county, Xinchang County, in the model of land circulation, broke the innate disadvantages of the ‘low scattered’ of the mountains in the mountains, and finally found a way that can produce, capital operations, and comply with economic laws.

"Xinchang has circulated with inefficient bamboo forests, chestnut forests, barren orchard tea gardens, and Yilin Wilderness and Wilderness. It has changed the fragrance of long economic life, not disease -disease insect pests, and high market value." State -owned companies such as the company, Qiangcun Company, and other state -owned companies have integrated the integration of circulation resources, breaking the general agricultural business model in mountainous areas, and uniformly operated by state -owned companies, implementing unified varieties, unified cultivation, and unified investment promotion, and then introduced unified processing and unified standards for market leading enterprises. , Unified brand and unified sales.

If you want to make agriculture, Gu Yikang believes that it is necessary to continuously adapt to the new era and new trend to build new operating entities such as large -scale, intensive family farms, cooperative farms, professional cooperatives, and agricultural leading enterprises+"Trinity" cooperation operation service system New type of agricultural double -layer operation system. If you want to strengthen agriculture, to cultivate new economies and new farmers, in accordance with the requirements of high -quality agricultural, branding, industrialization, digitalization, greening, and multifunctionalization, the structural reform of agricultural supply side is promoted Grade and supply quality.

Figure: Gu Yikang, a member of the Expert Committee of the Central Agricultural and Rural Ministry and a member of the Consultation Committee of High -quality Development and Construction of High -quality Development and Construction in Zhejiang Province

Empower the development of the industry with the "regional public brand"

After making bigger and stronger agriculture, the representatives of the five counties and counties have a common confusion: how can we make the products of their hometown famous and surname, send them from the field to the dining table so that they can move from home to the country?

Playing a brand, branding is the only way for agriculture to modernize!

In fact, Zhejiang, as a small agricultural resource province, has fewer per capita land resources, and it is difficult to achieve agricultural efficiency and farmers' income. The implementation of agricultural product brand strategies can improve the price and added value of agricultural products by relying on the quality of agricultural products.

It is understood that Suichuan County, located on the southwestern border of Jiangxi Province and the southwestern part of Ji'an City, contains red humanistic tourism, green ecological tourism, antique tourism resources; kumquat, board duck, and dog -brain tea are known as "Suichuanchuan "Three Treasures", Suichuan has the name of "the hometown of Chinese kumquats", "the hometown of Chinese plate ducks" and "hometown of Chinese categoria". "There is a product, but there is no brand. This is our greatest confusion." Zou Haisong, member of the Standing Committee of the Suichuan County Party Committee of Ji'an City, Jiangxi Province and the executive deputy county chief of the county government.

Facing the same confusion is Qinglong County, Qinhuangdao City, Hebei Province. Qiu Zhongkai, director of the Qinglong County Party Committee, said that Qinglong is the hometown of chestnuts, the hometown of Apple, the hometown of miscellaneous grains, and the hometown of sticky bean bags. None of the rare brands are the biggest problems currently encountered.

Picture: The county representatives from Hunan, Hebei, Qinghai, and Jiangxi

The experience of public brands in Zhejiang's "Lishui Mountain Powding" area is worthy of reference. Lai Hui Neng, as the first local city -level agricultural product regional public brand in the country with the first region, full category, and the entire industrial chain, Lishui Mountain Park "is" government -led, association management, and state -owned company operations "as the operating mechanism.

The "government -led" guarantees the government's credibility and public welfare of the brand's endorsement. The "association management" reflects the self -discipline consciousness of the industry association, and the "company operation" realizes the integration of resources and the flexibility of the market entity. At the same time, the implementation of the "mother -child brand" win -win strategy, with the core of "direct supply, detection access, and traceability of the whole process", to achieve corporate sub -brand and product premium. It is reported that since the establishment of Lishui Mountains, it has achieved significant economic and social benefits since its establishment in 2014, and has become a national sample that promotes agricultural supply -side reforms and achieves ecological civilization, poverty alleviation, and rural revitalization. Picture: Lai Hui, deputy president of "Xiaokang" magazine and the initiator of the "Decoding Zhejiang" research team

"Adapt to local conditions" to develop beautiful villages

"We not only want to develop the countryside, we also want to attract people and keep people." Wang Xiaohong, deputy secretary of the Ping'an District Party Committee of Haidong City, Qinghai Province, and the district government district head, Wang Xiaohong, and Cai Jinglei, deputy secretary of Zhangbei County Party Committee of Zhangjiakou City, Hebei Province, how to develop tourism Karma raising questions.

It is reported that Zhangbei County is rich in tourism resources. Since being included in the first batch of national tourism demonstration zone creation units, the county has been planned and designed in accordance with the "global" planning. Scenic belts, northern grassland style areas, southern red tourist areas, western green energy tourist areas, and eastern European style areas, etc., are new and shared pattern for nodes. The tourism industry has become a new engine of Zhangbei Economic Development.

Ping An District was an important post on the southern line of Tangfan Ancient Road and the South Line of the "Ancient Silk Road". In recent years, with the development of the rural tourism industry in Ping'an District, the tourism distribution center and the major tourism rings have been formed one after another, and more and more people have recognized the beautiful and new peace.

However, how can we maximize the integration of resources and promote the better development of the rural tourism industry?

"To create the characteristics of the county itself, combine the resource endowment and industrial foundation in various places, choose the path and mode of the integration and development of cultural tourism according to local conditions, and form their own brand and IP." Xu Zhihong said that the development of tourism should tell the characteristics, tell stories, understand the story, understand Propaganda, this can not only bring the flow of people in, but also promote the flow of logistics and capital flow. Secondly, the development of global tourism must not only participate in the whole region, but the government must also manage all aspects, and actively promote the transformation of traditional tourism towards digital tourism and smart tourism.

"Taking the Ping An District as an example, the selenium resources of Ping An District can be relying on selenium -rich resources to create a healthy tourism and health care industry. At the same time, the development of the selenium -rich industry has been continuously promoted to lead, the transformation of scientific research results into support, and brand creation of publicity as a promotion. The green and efficient development of the carrier and selenium -rich product promotion and sales is the road. "Xu Zhihong said.

Picture: Xu Zhihong, deputy director of the Academic Committee of the Zhejiang Provincial Government Advisory Committee and former deputy director of the Political Research Office of the Zhejiang Provincial Party Committee

It is understood that, as the organizer of this dialogue, the Alibaba Rural Revitalization Fund, in the "hot land plan" for Alibaba for rural revitalization, around the industry, talents, and technology, the three areas have been exploring "sustainable, involved in participation, participation can be participated The Internet+rural integration development model that can be used for reference to help help the country's rural revitalization strategy.

Hu Haihe said that in May 2019, Alibaba launched the "Rural Special Commissioner" project, selected senior employees, combined with the effective docking of local development and Alibaba resources, and carried out industrial planning around local conditions and resources to rely on local conditions and rely on local conditions and rely on local conditions to rely on local conditions and rely on local conditions to rely on local conditions and rely on local conditions, relying on local conditions, relying on local conditions, relying on local conditions, and relying on local conditions The power of the market, the power of technology, and infrastructure support of rookie origin and logistics to promote the development of rural industries.

At present, Alibaba Group has sent 22 special associations to 22 underdeveloped counties in 12 provinces in 12 provinces to help rural revitalization from industry, talent, technology and other directions.

Picture: Hu Haihe, Director of Alibaba Rural Revitalization Fund Fund

Edit: Zheng Liang

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