The Integration Of Agriculture In Yangtze River Delta

"The autumn wind makes the crab feet itch. Chrysanthemums bloom, smell the crabs. "

After entering August and September of the lunar calendar, it is also the season for crabs to come into the market. In recent years, hairy crabs have gradually developed from regional consumption to national consumption in the Yangtze River Delta. The first Yangtze River Delta hairy crab cloud Festival opened recently in Shanghai. Pinduoduo is also deeply involved in it, not only to provide traffic and sales subsidies, but also to participate in the whole production and marketing reconstruction of hairy crabs. Pinduoduo, together with Taihu Lake, Gucheng Lake and Hongze Lake, which are high-quality crabs producing areas in the Yangtze River Delta, jointly set up the "Yangtze River Delta hairy crab cloud competition Quality Alliance" to promote the integration and high-quality development of hairy crab industry in the Yangtze River Delta.

On the day of the event, pinduoduo also announced the launch of the "new crab farming program in the Yangtze River Delta", which plans to help the crab producing areas in the Yangtze River Delta cultivate 100 leading enterprises of household appliances and 1000 e-commerce businesses in the next five years, and create an online incremental market of 20 billion yuan. At the same time, in order to standardize the hairy crab e-commerce market and promote the sustainable development of the market, pinduoduo has also worked with Jiangsu Freshwater Fisheries Research Institute to jointly formulate the "Yangtze River Delta cloud joint hairy crab industry standard".

At present, the cultivation area of Chinese mitten crab is about 10 million mu and the output is about 800000 tons, mainly concentrated in Jiangsu, Hubei, Anhui, Liaoning, Shandong, Jiangsu, Zhejiang, Shanghai and other provinces and cities. Among them, Jiangsu has the largest production and output value of aquaculture area, with an area of about 4 million mu. In 2018, the output was 357000 tons, accounting for about half of the national output value. In 2018, the output of river crab in Anhui Province was 98000 tons, that in Zhejiang Province was 9800 tons, and that in Shanghai was 7400 tons. The crab breeding area in the Yangtze River Delta area accounts for 55% of the national aquaculture area, the output is 62.4% of the national total, and the output value is about 65% of the national total.

In 2019, the scale of hairy crab industry has exceeded 112 billion yuan, and is expected to exceed 130 billion yuan by 2020, with large volume and rapid growth. In 2019, the scale of online transaction of crab products represented by hairy crab will reach 4 billion yuan, and the retail volume will reach 44.29 million pieces, with a year-on-year growth of 29%, with huge development potential. It is expected that the penetration rate of hairy crabs will reach 200 billion yuan, and the scale of online logistics supply chain will be improved to nearly 200 billion yuan in the future, and the scale of online supply chain will be improved.

"As one of the most distinctive agricultural products in the Yangtze River Delta, it is of special significance to take the lead in integrated exploration. In the future, pinduoduo will continue to give full play to the characteristics of the new e-commerce "agricultural land cloud competition", and learn from the integrated samples of hairy crabs, so as to help more agricultural products with triangle characteristics move to the new e-commerce. " Chen Qiu, vice president of pinduoduo, said in an interview with the 21st century economic reporter, "pinduoduo can provide high-quality Lake area with high-quality traffic such as opening up 10 billion subsidies and time limited seconds, so as to really help the lake area build its brand and provide consumers with more brand choices. Get rid of middlemen and let hairy crabs go directly to the dining table from the place of origin. "

Yin Chengjie, a special researcher in the Counselor's office of the State Council and former executive vice minister of the Ministry of agriculture, further explained that "the integrated development of the Yangtze River Delta is a national strategy, in which agriculture is the foundation. Promoting agricultural integration in the Yangtze River Delta is one of the important guarantees for accelerating the integration and high-quality development of the Yangtze River Delta. "

About 65% of the national crab breeding area is produced in the Yangtze River Delta. Picture green

Create 20 billion yuan online increment in 5 years

At present, the sales of hairy crabs mainly rely on offline buyers to complete. Different from industrial products, the online rate of hairy crabs as agricultural products is not high as a whole. As of 2019, the overall market size of hairy crab is about 110 billion yuan, the online scale is only 4 billion yuan, and the penetration rate is only 3.6%.

In the offline circulation channel of hairy crabs, a crab crawling from the pond to the consumer's table needs to go through many links, such as crab farmers, local first-class buyers, local second-class buyers, consumer buyers, supermarkets / wholesale markets, and consumers. Layer by layer price increases, the final consumer pays for the high price. On the contrary, middlemen pass on the market risk to crab farmers by lowering the purchase price and pre-sale of crab cards.

"In an ideal state, crab farmers can make 10 yuan / crab, while in circulation, a crab's sales profit is 10-15 yuan, which has exceeded the profit of breeding. Therefore, crab farmers say that it is better to sell well than to raise well." Ge Jiachun, director of Jiangsu Freshwater Fisheries Research Institute, explained.

In order to change the profit distribution pattern of hairy crab circulation, pinduoduo also officially released the "new crab farmer plan" on the spot of cloud spell Festival: it plans to help the Yangtze River Delta hairy crab production areas cultivate 100 leading enterprises of household appliances and 1000 e-commerce businesses in the next five years, and create an online incremental market of 20 billion yuan.

"Through a package of new crab farmers' programs, including training, settlement, resource support and flow inclination, a number of high-quality new crab farmers will grow into local representative enterprises, and in two to three years, help major production areas to form regional public goods brands with national influence, and truly help more high-quality Lake area hairy crabs go to consumers." Chen Qiu, a reporter in the 21st century, said in an interview.

On the other hand, in recent years, hairy crabs have gradually developed from regional consumption to national consumption. In the online consumer market in 2019, fresh crab accounts for 68% of the overall retail crab market, an increase of 1.5% compared with that in 2019. With the opening of the national market, the proportion of fresh crab will further increase. Guangdong has surpassed Beijing, Jiangsu, Zhejiang and Shanghai to become the first online consumption area of hairy crabs. The consumption of hairy crabs also rose in the southwest region represented by Sichuan and the northern region represented by Shandong and Henan.

Fu Weigang, a researcher at Shanghai Institute of Finance and law, believes that "with the emergence of e-commerce, agricultural products in a place can be accepted by more users across regions. The most important problem of agricultural products is not the production capacity, but the transportation capacity. "

Pinduoduo started from agriculture, using the mode of purchasing to gather the scattered purchasing demand of agricultural products, so as to promote the standardized operation of the supply chain and further shorten the production and marketing links.

"The massive demand will be gathered together and become a homogenized demand in a short period of time. Once there is demand, it will be able to promote some changes in the circulation and even production links." Chen Qiu told reporters of the 21st century economic report that "the mode of spelling now has made good development in agricultural products, and there is still greater potential in the future."

The "link" between pinduoduo and agricultural products should be traced back to the beginning of its establishment. At that time, its predecessor, juhao Huo, started with fresh fruits and other agricultural products, and connected the supply and demand of farmers and consumers through the combination of agricultural products. Based on this model, pinduoduo has created a "super short chain" of agricultural products, reducing six to eight links into two to three links.

He further explained that "for example, at this moment, tens of thousands of consumers on our platform may be able to order mature agricultural products in a certain agricultural area and a certain season at the same time, which will intensify and scale the scattered demand, not only bringing stable orders to farmers, but also promoting mutual supply chain and industrial chain, so as to realize more standardized operation."

Promoting regional industrial integration

There is no doubt that the rate of online crabs is accelerating. In 2019, the sales of hairy crabs through e-commerce channels increased by 29% year-on-year, far exceeding the average growth rate of the e-commerce industry. And the hairy crab cloud competition Festival is also promoting the industry into a fast track. Online and offline are two sets of circulation systems, which are different in the way of purchase and performance. In the growing period of hairy crab online market, it is necessary to do a good job in industrial standards in advance.

In this activity, pinduoduo announced that it and Jiangsu Freshwater Fisheries Research Institute have started to formulate the "Yangtze River Delta cloud joint hairy crab industry standard". In the future, the two sides will explore and formulate more industrial standards related to hairy crab e-commerce, analyze online consumption characteristics, and jointly initiate the development of Internet + production and marketing integration standard for hairy crab production areas in the Yangtze River Delta, so as to help the core production areas to optimize the origin Good quality crab out of the Yangtze River Delta, to the country.

"With the continuous development of agricultural e-commerce, the voice of agricultural product e-commerce standardization is getting higher and higher." Xu Mao, director of the Internet agricultural development center of Jiangsu provincial agricultural and rural department, explained, "because agricultural products are non-standard products, especially hairy crabs, their overall added value is relatively high. If their standards are not unified or the sales standards are slightly different, then consumers' rights and interests will be damaged."

"Some problems have also been encountered in the process of industrial upgrading. The classification standards mainly focusing on offline circulation are not suitable for online circulation. The lack of weight is still a common problem, and the postpartum processing standards are not unified. The treatment methods of crab in different producing areas and business entities are different, and there is no unified standard. Among them, the time of temporary cultivation, transportation time, the quantity of ice and transportation temperature will affect the survival rate and the quality of goods Ge Jiachun pointed out to the 21st century economic reporter, "e-commerce has transformed our life in many fields, and the trend of online is inevitable. At present, the online development of hairy crabs has begun to accelerate, and it is necessary to explore online industrial standards. "

In order to standardize the hairy crab e-commerce market and unify the industrial standards, the cloud competition festival will launch the concept of hairy crab "full weight and two feet" for the first time in the industry. After two full Jin and full page titles will be displayed. After receiving the goods, consumers can weigh the crabs after removing the rope. If the loss is higher than the industry standard, that is, the water loss rate is more than 7%, the platform will pay compensation.

"Hairy crab, as a special agricultural product in the Yangtze River Delta region, is a representative category of agricultural industrialization upgrading and regional agricultural integration development." Ye Junping, deputy director of Shanghai Agricultural and Rural Committee, said. At present, in China's crab sales market, the Yangtze River Delta region accounts for half of the sales market. Among the top ten cities in China, Jiangsu accounts for five, and Jiangsu Suzhou accounts for 41% of the total sales of hairy crabs, far more than other cities. With the maturity of cold chain logistics, the integration of regional production and circulation will be accelerated.

Ye Junping further explained that the Yangtze River Delta integration development is an important national strategy. Among them, the development of agricultural industry integration is an important part of the Yangtze River Delta integration strategy, and is also the meaning of agricultural modernization. In the future, the three provinces and one city in the Yangtze River Delta can further promote interaction and integration in the field of agricultural industry development, and form a good cooperation mechanism in agricultural science and technology, high-quality origin brand, market docking, etc.

Hairy crabs are just the beginning

Crab farmers can transform into hairy crab e-commerce businesses on pinduoduo platform, and directly connect with consumers through the platform. According to the data, in 2019, the turnover of pinduoduo's agricultural products and agricultural by-products reached 136.4 billion yuan, becoming China's largest agricultural products uplink platform. It is estimated that this figure will reach 250 billion yuan in 2020. On the one hand, farmers can obtain the benefits of the circulation link, on the other hand, they can directly face the consumers and optimize the source breeding mode according to the consumption demand.

"Pinduoduo this platform finds out the production and marketing nodes of agricultural products." Wang Hua, deputy director of the agricultural and rural Department of Anhui Province, stressed that the most fundamental problem in agriculture is the docking of production and marketing. Once the farmers sell a series of good products, there will be a series of problems. Then the industry was cut off from its roots, and immediately it was a cyclical subversion. After the subversion, farmers suffered heavy losses. But with less regulation of this product, the market is in short supply, and the price is high. We plant and breed in large quantities, repeating this cyclical dilemma once again.

In this regard, GE Jiachun suggested that according to the consumption characteristics, regional characteristics and weight specifications of e-commerce hairy crabs, we should carry out short chain correspondence with the product characteristics, production cycle and pond discharge time of Yangtze River Delta production area, and further optimize the structure and technology of breeding end, so as to form a marketable channel, improve food quality and increase the income of crab farmers.

In Wang Hua's opinion, pinduoduo platform can provide certain solutions for agricultural structure adjustment, including agricultural standardization, production and marketing docking and other issues. "Such a directional fundamental problem, including standardization, including production and marketing cold chain transportation and logistics, can help us find a better solution through pinduoduo platform."

Pinduoduo is providing an environment for these farmers to embrace the Internet in various ways. At present, the platform has launched a green channel for all agricultural products, and special operation experts will be arranged to connect with them during large-scale activities. According to the crab farmers and farmers, combined with their knowledge level structure, adopt tailor-made courses, and carry out regular training in each production area.

Taking the hairy crab activities of the cloud festival as an example, pinduoduo can see the hairy crabs in the ten major production areas at various entrances. At the same time, the platform subsidy of 10 billion also covers these agricultural products. "As a platform, the most essential thing is to use your subsidies to drive both ends. By subsidizing logistics and agricultural products, farmers can get more income. By covering these agricultural products with 10 billion subsidies at the consumer end, we can make their prices more competitive in the market, help them get more orders and expand the market scale. " Chen Qiu told the 21st century economic reporter.

From moving hairy crabs online and providing traffic support, to establishing a Quality Alliance in the Ten Great Lakes regions, to training new crab farmers, and jointly formulating online circulation industry standards, pinduoduo is forming a complete set of integrated samples of hairy crabs. And this is just the beginning. At present, the scale of agricultural products accounts for 13% of the annual turnover of pinduoduo, which is far higher than that of 2% of other e-commerce platforms. Meanwhile, more than 1500 SKUs with more than 100000 orders of agricultural products on the platform will be launched in 2019.

According to pinduoduo's report on the upward development of agricultural products in 2019, pinduoduo's agricultural products e-commerce sales in 2019 increased by 109% year-on-year, and maintained a three-digit growth for three consecutive years. Pinduoduo has developed into the largest agricultural products uplink platform in China. "The hairy crab project is just the beginning of pinduoduo's contribution to the integration of agriculture in the Yangtze River Delta. Through the samples of the integration of hairy crabs, pinduoduo will explore more categories in the future, and help the characteristic agricultural products of the Yangtze River Delta go up in depth." Chen Qiu said.

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