Tapping the consumption potential of counties and townships is an important focus for expanding consumption. Improving County consumption environment and promoting rural consumption are important measures to stimulate domestic demand and support rural revitalization. Since the beginning of this year, with the steady growth of farmers’ income, the foundation for expanding county and township consumption has been continuously consolidated, and the consumption potential has been further released. Recently, our reporter went deep into some rural areas to explore new highlights of county and township consumption, and show the new changes and opportunities brought by consumption upgrading to agricultural and rural development and local people’s life.
——Editor
The wallet is bulging, and the objects in the family are upgraded
A new energy vehicle and an electric tricycle stand out in the clean and tidy farmyard of Qiao Mingzhou, a villager of Hejia village, Niuzhuang Town, Dongying District, Dongying City, Shandong Province. “There is no shed for the electric tricycle. It’s always worrying to pick up my grandson from school when it’s windy and rainy.” Qiao Mingzhou said that the car consumption policy has awesome subsidies for buying new energy vehicles, so he bought one in town.
The prosperity of the industry has given Qiao Mingzhou the confidence to buy a car. Niuzhuang town is a strong agricultural town. The planting area of vegetables, melons and fruits continues to expand, and the per capita annual disposable income of local farmers exceeds 24000 yuan.
“My wallet is bulging, and my family’s objects are upgraded.” Qiao Mingzhou hurriedly pulled the reporter into the house to have a look. There are all kinds of household appliances such as frequency conversion air conditioner and automatic washing machine. “This year, a ‘big guy’ has been added in the house. It’s super silent and has sterilization function!” Qiao Mingzhou pointed to the cylindrical vertical air conditioner in the living room.
Multiple benefits drive the upgrading of farmers’ shopping carts. “The implementation of the policy of strengthening and benefiting agriculture has added a lot to the quality of life of the villagers.” Shen Qiong, director of the Department of economics of the Business School of Zhengzhou University, said. Walking in Hejia village, cars have almost become the “standard” for every family. “There are more and more new energy vehicles. The village is busy building charging piles!” Qiao Mingzhou said.
Commercial networks speed up “chain repair” and “network repair”. A large shopping center has been built in Dongying District, there is a comprehensive supermarket in the town, there are convenience stores in the village, and the convenience service circle extends to the door of farmers. When you come to the village store, you can see a wide range of fresh vegetables. “Muddy, fresh!” Zhang Qingquan, 67, is picking celery and his basket is full.
“There is a strong demand for online shopping, and the number of packages in the village is growing.” Every morning, Gao Wenjuan, a villager of Hejia village, always rides a tricycle and knocks door to door to deliver express. In the past, most of the villagers’ online shopping was daily necessities such as clothes, shoes, schoolbags and stationery. Now, there are more fresh items such as mobile phones and tablets. Many elderly people in the village also began to learn to shop online.
Driven by factors such as the sustained faster growth of rural residents’ income than urban residents, the continuous improvement of rural logistics system and commercial facilities, the per capita consumption expenditure of rural residents increased by 18.1% year-on-year in the first three quarters of this year. New products and services promoted the transformation from subsistence consumption to enjoyment consumption, and the consumption potential of counties and townships continued to be released.
The connection between production and marketing is smooth, constantly consolidate the foundation for increasing farmers’ income and increase the afterforce of consumption
Walking into shangran farm, Sanzhuang Town, Siyang County, Suqian, Jiangsu Province, the strawberry greenhouse is full of vitality, with fruit hanging under the stacked leaves, and the villagers are picking strawberries. Strawberries grow in the mid air of multi span greenhouse. Soilless cultivation and automatic drip irrigation make full use of space, and the yield is doubled. “Air strawberry” is also a new sign of Zhu Zheng, the head of the farm.
“Quality is the market, and brand is competitiveness.” Zhu Zheng attaches great importance to building a Shenzhen Agricultural Products Group Co.Ltd(000061) brand. He has applied for two trademarks in the past two years, and the strawberries and grapes planted on the farm have successively passed the green food certification.
“With the continuous upgrading of consumption, the biggest concern of urban and rural consumers for Shenzhen Agricultural Products Group Co.Ltd(000061) supply is to eat safely and rest assured.” Shen Qiong said that all localities put increasing the supply of green high-quality Shenzhen Agricultural Products Group Co.Ltd(000061) in a prominent position, promoted Shenzhen Agricultural Products Group Co.Ltd(000061) standardized production, brand creation and quality and safety supervision, a large number of green high-quality Shenzhen Agricultural Products Group Co.Ltd(000061) dressed up people’s dining tables and widened the income increasing channels of villagers.
Ma Wei, Secretary of Siyang County Party committee, introduced that in line with the trend of consumption upgrading, the county continued to expand the benefits of Shenzhen Agricultural Products Group Co.Ltd(000061) brand and enriching the people by focusing on the adjustment of agricultural industrial structure. There are 446 “three products and one standard” Shenzhen Agricultural Products Group Co.Ltd(000061) (collectively referred to as green food, organic Shenzhen Agricultural Products Group Co.Ltd(000061) , pollution-free Shenzhen Agricultural Products Group Co.Ltd(000061) and Shenzhen Agricultural Products Group Co.Ltd(000061) geographical indications), and the output of “three products” Shenzhen Agricultural Products Group Co.Ltd(000061) accounts for 80%.
When the fruit makes a brand, the benefits rise. Zhu Zheng’s strawberries and grapes are 1.5 times higher than ordinary fruits. They are still in short supply and sold in major fresh supermarkets in the county. “When the fruit is in full bloom, there is an endless stream of people coming to pick strawberries. During the Spring Festival, many fresh strawberries in the vegetable market and community supermarket are purchased from me.” Zhu Zheng was smiling.
The dining table is connected to the field, and consumption drives production. In Nanbu County, Nanchong, Sichuan Province, yellow Ehime jelly oranges dot the green mountains. During the harvest season, Luo Qiang, a grower in the plum orange fragrant goods planting base, was very busy. Many customers from other provinces called to inquire about the claim of fruit trees. “When consumers adopt fruit trees, we conduct meticulous management, and the whole process can be traced back to the source. When the fruits are ripe, they will be sent to the adopters.” Luo Qiang introduced.
“The subscription price of each tree is 399 yuan a year. The navel orange tree has found a good mother-in-law!” Since this year, more than 4000 consumers have sought Luo Qiang to adopt fruit trees. “According to consumer psychology, our ‘birthday tree’, ‘family tree’ and ‘love tree’ are also very popular.”
“Adopting fruit trees kills two birds with one stone! It not only meets the citizens’ desire to enjoy green fruits and experience farm life, but also solves the problem of fruit sales, increases the income of fruit farmers and promotes rural development.” He Hui, director of the agricultural and rural Bureau of Nanbu County, said that the sales model of order agriculture has realized zero market risk and zero inventory of products, injecting new impetus into the local development and expansion of rural industries.
“The connection between production and marketing is smooth, so as to continuously promote the increase of farmers’ income and consolidate the consumption foundation.” Shen Qiong said that Shenzhen Agricultural Products Group Co.Ltd(000061) goes up smoothly and continues to force the optimization and upgrading of the production end, promote product classification and standardization in the production process, improve production efficiency and product quality, Shenzhen Agricultural Products Group Co.Ltd(000061) the supply chain accelerates the transformation to the supply and demand mode of determining production by sales, further shortens and optimizes the supply chain, and promotes the transformation of agriculture to digitization and intelligence.
Mobile phones have become new farm tools, live broadcasting has become new farm work, and the fields have become live broadcasting rooms
“Walnuts are small and play a big role. The ‘family’ of walnuts say hello to everyone…” Lv Yang, manager of e-commerce Department of “Tonggu Jiayu” in the live broadcasting room in Jinpu village, Jifeng Town, Cheng County, Longnan City, Gansu Province, shouted. At the other end, the villagers in the factory sorted and packed boxes of amber, walnut kernel, walnut oil and other products into trucks and sent them to all parts of the country.
Cheng county has the reputation of “hometown of Walnut in China”, but due to the deep ditch and mountains, walnut sales have been unable to open. A network cable connects the city and township, and the local e-commerce connects the advantageous resources with the national market. “Now drive to receive goods, express delivery, mountain freight, supply and sell well.”
Seeing the changes around him, Zhang Huilin, a villager who has been dealing with walnuts since childhood, found new business opportunities. “We produce what the market needs!” Zhang Huilin established an e-commerce company, and then the “Tonggu Jiayu” brand was founded. The “amber walnut kernel” developed by the team became a popular online model. Today, the brand has settled in many online platforms, with annual sales of more than 10 million yuan.
E-commerce broadens the way for villagers to increase their income. Driven by Zhang Huilin, many migrant workers returned home for entrepreneurship and employment. They sold Shenzhen Agricultural Products Group Co.Ltd(000061) through e-commerce channels. Walnuts, native honey, agaric and other Shenzhen Agricultural Products Group Co.Ltd(000061) in the depths of the mountain were sold to the whole country through online stores, and the industry continued to develop and grow. Now there are 1500 mu of walnut garden and 800 boxes of bee breeding in the town, which directly benefits 27 villages and 28000 people.
Suizhong County, Huludao City, Liaoning Province developed the apple industry relatively late, and the market was not fully opened. After the apple was listed last year, the price fell all the way from the initial two yuan a kilogram, and the local fruit farmers were very anxious. Later, Suizhong fruit growers brought apple into the fruit business Kwai live room on the fast platform, and soon opened the market through short video and live broadcast. More than 15 million kilograms were sold, benefiting more than 2000 farmers.
Since this year, China’s rural e-commerce has continued to grow. In the first three quarters, the national Shenzhen Agricultural Products Group Co.Ltd(000061) online retail sales reached 304.39 billion yuan, a year-on-year increase of 1.5%. “Mobile phones have become new farm tools, live broadcasting has become new farm work, and the fields have become live broadcasting rooms.” Shen Qiong said that social e-commerce and live broadcasting have reduced the threshold of e-commerce. Many farmers sell their own Shenzhen Agricultural Products Group Co.Ltd(000061) through wechat or live broadcasting. The consumption scene has been further extended, many well-known Shenzhen Agricultural Products Group Co.Ltd(000061) have emerged, and the purchase conversion rate of Shenzhen Agricultural Products Group Co.Ltd(000061) has increased significantly.
Good ecology produces good products, and good scenery can also become good benefits. In the warm winter sun, the reeds on the lake are getting yellow and gray reed flowers are blooming. The North Village of Liuquan Town, Tongshan District, Xuzhou City, Jiangsu Province is picturesque, attracting many tourists to stop and take photos. Liu Chang, a 52 year old villager, watched the hot rural tour, took care of orchards and amusement projects during the day, and turned into an online anchor at night to speak for the beautiful scenery of his hometown. “The total income of the whole family from picking and e-commerce sales exceeded 500000 yuan last year.”
Rural tourism contains huge rural consumption potential. According to the resource endowment, Tongshan district is divided into six categories: ecotourism, industry driven and mountain village style. Today, 6 provincial-level characteristic rural villages, 10 municipal characteristic rural villages and 190 beautiful and livable villages have been built. Each beautiful village has become a tourism destination for citizens of surrounding cities.
In order to attract tourists’ consumption, the district invited tourism experts to upgrade and transform. In the ancient stone courtyard, the walls of the house are decorated with oars and hats. The “mountain village flavor” and “Fisherman flavor” complement each other, and the villagers have a “tourism meal”. More than 1000 people from more than 300 households in the village are engaged in tourism related industries, opening home stay, selling specialty products and restaurants, with an annual tourism income of nearly 100 million yuan. Last year, the per capita income of the whole village was more than 40000 yuan, and the collective income of the village increased by more than 1 million yuan.
“The pace of urban-rural integration and development has accelerated, and rural tourism has effectively widened the channels for increasing farmers’ income.” Shen Qiong said that in the next step, efforts should be made to improve the cultural and tourism service function of the county, encourage townships with rich cultural and tourism, folk customs and other resources to promote the integrated development of business, tourism, sports and entertainment, increase farmers’ income and become rich through industrial integration, and prosper the rural market.
(people’s daily)
