# # 10,000 tons of vegetables unsalable customers can't come to the supply chain.

The epidemic in winter not only spread to hotels, restaurants and supermarkets all over the country, but also anxious vegetable farmers huddled in the corner behind them. They stood helplessly in the ground, looking at the frozen Chinese cabbage, many of which had rotted in the ground. There are 20,000 tons of vegetables unsalable in Zhifang Town, Henan Province alone. Even if you sell it cheaply, you can't find a market, so you can only dig into the ground and fertilize it. City people are eating high-priced vegetables, but the vegetables of vegetable farmers are unsalable and rotten. What's wrong with it? Who made the money? As we all know, on the other side of the city, vegetable farmers are also worried about their unsalable 20 thousand mu of vegetables, deformed cabbage, rotten garlic and faded milk cabbage. In Handan, Hebei, a farmer couple rode a tricycle and took 1300 kg of spinach to the vegetable market. As a result, it was bought by the vegetable vendor with 15 yuan. According to statistics, Zhifang Town has sold 1.7 million tons of vegetables, and there are 25,000 tons of hoarding.

Ten thousand tons of vegetables are unsalable and customers can't come. What is the heat of supply chain rupture? Come and have a look with me.

Local products turn into "golden bumps" and polish the landmark business cards of agricultural products

Source: Economic Daily

When it comes to the three northeastern provinces, people always think of fertile black land, big and small Xing 'an Mountains where forests are completely stained, and high grain piles ... Agriculture, as the northern big warehouse, plays an important role in the regional economy of Northeast China. Building and maintaining the brand image of landmark agricultural products in Northeast China is very important for the high-quality development of agriculture in Northeast China.

"A meal of five meters, forget the wine and meat." Take Wuchang rice, the most famous landmark agricultural product in Northeast China, as an example. The total output of Wuchang rice is about/kloc-0.0 million tons per year, but the sales of products named Wuchang rice in the market reach 10 million tons. This means that consumers have a 90% chance of buying Wuchang rice as a fake. Not only Wuchang rice, but also because of its excellent quality, it is favored by consumers, and the "golden business cards" of many geographical indication products have been repeatedly passed off as "Gui Li". The situation of "hitchhiking" in printing and packaging often appears, and the link titles of online stores are also confusing. It is difficult to distinguish between true and false, and the quality and price are uneven, which makes consumers at a loss. Bad money drives out good money, and good products can't sell at good prices, which also has a negative impact on the reputation of genuine products themselves.

Different from corporate brands, it is more difficult to establish and maintain the brand value of agricultural products with the origin as the brand. To solve this problem, we can not only rely on "how consumers choose genuine products", but also need to build a protective barrier for landmark agricultural products from the source.

First of all, it is necessary to promote the establishment of a complete anti-counterfeiting system for genuine products, realize the whole process control, information feedback and quality traceability from plot, planting, field management, production and processing to dining table, and effectively protect regional brands. Secondly, it is necessary to improve the standards covering production, processing, logistics, warehousing, sales and other aspects and strictly implement them, so as to ensure that there are rules to follow in the whole process, control the quality of iconic agricultural products, enhance product differentiation, and effectively enhance the added value of agricultural products in the market. Thirdly, it is necessary to improve management ability, establish management systems for quality and safety inspection, supply and protection of consumers' rights and interests, resolutely crack down on infringement of counterfeit and shoddy products and geographical indication trademarks, and rectify and standardize market order. At the same time, build a credible agricultural product supply platform, or open an official certification store in conjunction with the e-commerce platform to broaden the exclusive sales channels of high-quality agricultural products, so that consumers can purchase with ease. Finally, through the establishment of enterprises, cooperation with leading enterprises and other market-oriented means to integrate resources, extend the industrial chain, improve the value chain and build a supply chain.

In short, the creation and maintenance of landmark agricultural products brands need the participation of many forces, and the gold content and added value of landmark agricultural products will be continuously improved through strict standard formulation and implementation, standardized traceability and quality management, accurate digital marketing and higher-level services. Only in this way can we maintain the "golden signboard" of iconic agricultural products and play an important role in bringing strong industries, enriching farmers and promoting high-quality development.

(This article Source: Liu Hui, author of Economic Daily, is the dean of JD.COM Institute of Consumer and Industrial Development)

20,000 tons of vegetables in Henan are unsalable and rotten in the ground, but people in the city are eating high-priced vegetables. Who made the money?

The epidemic in winter not only spread to hotels, restaurants and supermarkets all over the country, but also anxious vegetable farmers huddled in the corner behind them.

They stood helplessly in the ground, looking at the frozen Chinese cabbage, many of which had rotted in the ground. There are 20,000 tons of vegetables unsalable in Zhifang Town, Henan Province alone. Even if you sell it cheaply, you can't find a market, so you can only dig into the ground and fertilize it.

Every winter at the end of the year, such a contradictory scene can always be brushed. City people are eating high-priced vegetables, but the vegetables of vegetable farmers are unsalable and rotten. What's wrong with it? Who made the money?

Why do vegetable farmers always sell vegetables cheaply?

When the epidemic struck, many cities stopped working and remained silent, which made many people shout, "I can't afford to eat vegetables, and the price of vegetables is getting more and more expensive!" If you come across one or two promotional vegetables, put them in the shopping cart, just like finding a bargain.

As we all know, on the other side of the city, vegetable farmers are also worried about their unsalable 20 thousand mu of vegetables, deformed cabbage, rotten garlic and faded milk cabbage.

In Handan, Hebei, a farmer couple rode a tricycle and took 1300 kg of spinach to the vegetable market. As a result, it was bought by the vegetable vendor with 15 yuan. Asked about the reason, the vegetable vendor disdainfully said that their food had faded, and if I didn't accept it, they just poured it into the garbage pit.

In the face of the reporter's inquiry, a farmer in Dengzhou lamented that 6 hairs could not be sold, and he lost all his money and didn't come back.

Not only Zhifang Town, but also tens of millions of tons of vegetables in Linying of Luohe, Dengzhou of Nanyang and Minquan County of Shangqiu can't find a market. The construction village in Inner Mongolia also has a backlog of 1.3 thousand Jin of blue and 80 thousand Jin of red onion. Why do vegetables sell very cheaply every year?

The most deadly, I am afraid, is the impact of this epidemic. In previous years, these towns and villages had regular large vegetable vendors or small company vegetable vendors to buy food regularly. The buyer booked the order in advance and negotiated the price. The vegetable farmers only need to wash the vegetables and tie them up, and the transaction is completed.

Unfortunately, in the second half of the year, the epidemic almost spread to the whole country. Restaurants, restaurants and even breakfast shops around villages and towns will be closed for several months, and citizens will "squat at home". Without consumption, there is no demand. Even the vegetable vendor is shut at home, and the whole existing vegetable chain is broken.

Even if you want to sell it to communities and citizens who are squatting at home, it will be even more difficult, because the epidemic has cut off the smooth transportation of goods. Especially when the truck is on the high speed, if it accidentally passes through the middle and high risk area and the mobile phone pops up in red team, you should immediately observe or persuade it to return.

One to two, the transportation cost of vegetables soared. Even if vegetable farmers raise prices, few drivers are willing to take orders. After all, once blocked, vegetables can't be delivered to buyers on time, which is another big loss.

What's more, once a village is designated as a high-risk area, the food in the area basically dies. Communities and vegetable vendors would rather buy vegetables in low-risk areas at high prices than wholesale these so-called "virus vegetables".

Because of the high-speed blockade, the white radish in Dengzhou, Henan Province fell to 8 cents a catty and was still unsalable, and vegetable farmers were worried that they could not sleep all night.

In addition to the epidemic situation, information occlusion and single sales channels are also important reasons that hinder vegetable sales.

According to statistics, Zhifang Town has sold 1.7 million tons of vegetables, and there are 25,000 tons of hoarding. In order to sell the vegetables as soon as possible, the villagers were forced to learn to shoot videos and be anchors with goods.

These elderly villagers, who are over 50 years old, awkwardly stand in front of the camera holding cabbage and selling it in broken Mandarin. The big yellow letters are full of vegetable prices, addresses and contact information on the screen.

Prior to this, almost all of these farmers directly pulled to the nearest vegetable market to sell. No matter how high or low it is, it will not exceed 5 kilometers in Fiona Fang. Coupled with the isolation of information network, it is impossible to obtain market information in time and open up diversified channels for selling vegetables, which is also an important reason why vegetables are unsalable every year and the price of vegetables has never been sold.

Who made the money?

On the other hand, citizens who are locked up at home are grabbing high-priced vegetables on the one hand, and they are worried that they can't sell them on the other. Which of these links has gone wrong, mainly who made food money?

The easiest thing to think of is that the so-called "two-way dealers" earn the difference. You know, vegetables may have to change hands several times from the time they leave the land to the time they are beautifully packaged and put on the supermarket shelves. The price of vegetables has also increased several times, enriching the middlemen, but only a small part of the income has been saved in the pockets of vegetable farmers.

Most vegetable farmers have no education, are not good at using information network and don't know how to expand new sales channels. Almost all of them follow the old path of decades and buy them cheaply for vegetable vendors.

As for how much the vegetable vendor pays to sell to the next one, and how many wholesalers, retailers and food companies are involved, it is unknown.

In addition to the closed sales channels, the profit rate of growing vegetables itself is also very low. As far as planting a crop of vegetables is concerned, sowing, weeding, watering, fertilizing and harvesting alone occupy a large part of the cost and energy. If the long-distance freight, plus packaging and freight, the profit margin itself will be less. If it is not sold well, it is equivalent to a total loss.

According to the data released by the Ministry of Agriculture, the price of vegetables has more than doubled from 20 1 1 to 20 18, but the profit rate of the vegetable industry has dropped by nearly 45%. This cold figure seems to hint at us again, why the price of vegetables has been arched, where the profits have been intercepted, and how much hard-earned money vegetable farmers have earned.

From the aspects of vegetable planting, sales, purchase and pricing, vegetable farmers have been in a weak position, unable to control the price of vegetables or negotiate to reduce the resale of vegetables. Where is the future and hope of vegetable farmers?

Where is the way out for vegetable farmers?

In fact, from the perspective of reverse thinking, the speed of urbanization is getting faster and faster, and the future agricultural area will be more precious. According to the market principle, the scarcer the resources, the more economic value they have. Vegetable profit growth space will continue. Maybe there is nothing wrong with growing vegetables, but vegetable farmers can seize this opportunity, improve their cognition and ability, and expand the profit space of vegetables.

First of all, we rely on the resources we can rely on, and more on the support and help of the government. In recent years, the state has been vigorously supporting the development of agriculture, rural areas and farmers. Many towns and villages also engage in technical agriculture and direct broadcast of agricultural products with the support of preferential policies and technologies, such as technical training courses specially offered for farmers to teach them how to optimize crop cultivation and obtain market information in time.

Some self-media platforms also support live broadcast and video sharing in the fields of agriculture, rural areas and farmers, and also have a tutorial from scratch. In addition to promoting your own vegetables in the video, the amount of video playback has gone up, which is also an extra income.

If you still find it difficult, you can ask your children to help with the operation, let them become your own teachers, and make more use of the self-media network. Slowly, you may be able to build a brand and reputation for your vegetables and establish stable fans and customers.

Secondly, we should also take the initiative to create creative agriculture. Think about it, if you keep selling fresh vegetables according to the old routine, the ceiling of the price will definitely be limited. Can you search more channels, start with your own links, package vegetables and update products? There is a saying that the more the product is packaged, the more expensive it is.

Can you cooperate with cooperative manufacturers to make your own vegetables into semi-finished products such as "freeze-dried vegetables" and fast food boxes? In this way, the price and profit margin of vegetables will definitely increase several times, and secondly, the preservation time will be longer.

Of course, there must be many unknown difficulties to overcome at each step. However, in this ever-changing era, the information barrier has been broken compared with the past decade. We can give full play to our initiative, not only actively strive for foreign aid, but also take the initiative to improve ourselves, so as to sell vegetables better and better and live a better life.

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