Really good at playing! Hema opens up a new model of adoptive agriculture. Will this become a new outlet for rural revitalization?

Introduction: The "Adopt Agriculture" model has many selling points worth exploring and may become the next new trend in agriculture.

Recently, some people opened Hema to buy goods, only to find that they could claim sweet potato fields.

According to the platform, the sweet potato field is located in Miyun, Beijing, and can grow 35 kilograms of sweet potatoes per 5 square meters. The selling prices of 5 square meters and 10 square meters of sweet potato land are 199 yuan and 339 yuan respectively.

After consumers place an order, Hema will send a claim card. After receiving the card, consumers can make an appointment with customer service, claim the land, and visit the land. Sweet potato planting is under the full technical guidance of senior domestic sweet potato experts. When the sweet potatoes are harvested from September to October, consumers can experience picking and harvesting in person.

This is not the first time that adoptive agriculture has come into people’s sight.

In 2015, Panjin City, Liaoning Province, took the lead in creating a new farming model of "adopt agriculture + the Internet", and subsequently established a state-owned ecological agriculture development Co., Ltd. to promote the development of "adopt agriculture" in Panjin City, Liaoning Province. carry out.

Panjin City’s “Crab Field Rice” is their flagship product and is widely loved by consumers. On the one hand, after consumers adopt rice fields, they can remotely monitor the production of rice and river crabs through Internet technology. They can also go to the fields to experience life in person or bring their families to enjoy the joy of rural life. On the other hand, Panjin Company is responsible for providing Produce high-quality, harmless rice according to consumers' requirements and send the rice to consumers regularly. Panjin City’s “adopt agriculture” has significantly increased the income of local farmers and injected new vitality into various local industries.

Coincidentally, Jiuzhou Heye, a representative brand of customized agricultural products in my country, has also launched an innovative marketing model of "Adopt a Tea Garden".

In the summer of 2021, Jiuzhou Heye and the local township government started building an innovative poverty alleviation project in June last year. According to the planners, when the project was still in the start-up period, the first phase of the project included a thousand acres of tea garden. Adopting an acre of tea garden is equivalent to helping a local tea farmer. The first phase of this project helped hundreds of tea farmers increase their income.

As for how to adopt a tea garden, here is an introduction. That is, participants can adopt a tea garden of 39,800 yuan for a period of 3 years, or they can adopt a tea garden of 128,000 yuan for a period of 10 years, including the adoption fee. Tea garden land fees, labor fees for poor tea farmers, etc. Among them, labor fees are funds used for poverty alleviation. They are basically calculated per mu, and the remaining part is used for the operation and maintenance costs of the tea gardens.

The tea garden adoption activity launched by Jiuzhou Heye has played a huge role in helping tea farmers increase their income and driving the healthy development of the county's tea industry. It is hoped that more caring people and groups will participate and contribute to rural revitalization.

The most well-known agricultural enterprise is "Adopt a Cow". Relying on the story of "adoption", this Internet celebrity brand has risen rapidly, occupying a place in the industry in just a few years, and setting a turnover of nearly 3.5 billion in 2021.

For "Adopt a Cow", "Adopt Mode" is its ultimate trick. In January 2017, “Adopt a Cow” launched two forms of adoption: First, by paying 3,000 yuan to “Adopt a Cow”, you can obtain the right to adopt a dairy cow. The second is to spend 10,000 yuan to become a joint rancher and obtain all the rights and interests of "adopting a cow".

In May 2020, "Adopt a Cow" upgraded its cow adoption model and launched the "Million Family Adoption Plan", opening three modes of cloud adoption, joint adoption and real-name adoption. The brand also said that the adoption model connects and interacts with consumers through multiple links such as farm milk sources, production and manufacturing, and logistics supply chains, all of which are open and transparent, solving the traditional model where consumers are not transparent about brand production chain information. industry pain points.

Adopted agriculture, a real-life version of Happy Farm

Adopted agriculture is a type of contract farming, which refers to an agreement between producers and consumers, the so-called adopters. A production method with no risks and no sharing of benefits.

Consumers pay production costs in advance, and producers provide consumers with green and organic food. Achieve direct connection between rural areas and cities, and between land and dining tables.

To put it simply, farmers provide land and adopters pay to grow the products the adopters want.

Due to the rapid popularization of the Internet in recent years, adoption agriculture has formed two models:

The first is the traditional adoption model. Those in need of agricultural products can go to agricultural industrial parks or agricultural bases and select a certain field or a certain product. They can participate in the labor in person, or they can entrust providers to manage production according to their own requirements;

The second is the Internet +Adopt an agricultural model platform. Through the APP, consumers can adopt agricultural products and monitor their own fields in real time. You can also experience the joy of labor when conditions permit.

Looking to the future, we may be able to experience the fun of virtual planting in the metaverse. When consumers adopt a fruit tree, they can watch the planting of the fruit tree in real time through VR video, achieving an immersive experience of remote watering and fertilizing.

The four major advantages of "adopt agriculture"

First, transparent planting to ensure food safety. Food safety incidents occur frequently, and eating "safe dishes" and drinking "safe milk" have become the basic needs of consumers. "Hearing is believing, seeing is believing." Wouldn't it be more reassuring if you had a planting and breeding base in the countryside specifically for producing healthy food for yourself, and could monitor it through the Internet or even take care of it yourself?

With the "Adopt-agriculture" model, adopters can monitor their own "three-acre land" throughout the entire process and track the planting and production process of pollution-free, nutritious green agricultural products, solving the industry pain points of opacity in traditional agriculture. .

Second, agricultural products can be easily sold and directly connected to consumers. Traditionally, agricultural products have to go through cooperatives, brokers, wholesale markets, farmers' markets or large supermarkets to reach consumers.

"Adopt Agriculture" allows consumers and farmers to directly contact each other and sign a contract, which greatly reduces the risk of unsalable products. At the same time, it eliminates intermediate links and significantly increases farmers' profits.

The third is risk sharing and benefit sharing. Before farmers plant the land, consumers need to pay a deposit in advance, and farmers produce on demand. If natural risks occur during the production process and lead to reduced production and no harvest, the deposit will not be refunded.

Under the cooperative form of "claim agriculture", consumers are assured of high-quality agricultural products, and farmers withdraw part of their funds in advance to alleviate financial pressure.

The fourth is the integration of the three industries and added value to agriculture. The selling point of "Adopt Agriculture" is not just agricultural products. It can also be deeply integrated with industries such as tourism, senior care, and culture. It uses experience and interactive projects as selling points to integrate and package special agricultural products, tourist attractions, and style B&Bs, and then package and sell them. .

Adoptive agriculture not only brings passenger flow, information flow, and capital flow to rural areas, but also completely solves the core problem of household-by-household decentralized operations that are difficult to increase income.

Market Prospects of "Adopt Agriculture"

The "Adopt Agriculture" model is still in the exploratory stage in our country. There are many selling points worth exploring, and it is likely to become the next new trend in agriculture. tuyere.

1. To force the quality of agricultural products to improve

Adopters can choose to grow their favorite high-quality rice and pollution-free fruits and vegetables, forming a safe way to produce rice and vegetables in agricultural production. , people no longer have to worry about excessive use of pesticides and fertilizers.

As this demand continues to increase, it will inevitably form a good guiding role in the production of agricultural products, shifting from the pursuit of quantity to equal emphasis on quantity and quality, which will be conducive to the implementation of standardized agricultural production and the improvement of the quality and safety of agricultural products.

2. The new model is highly favored

The key word of "adopt agriculture" is "adoption", which enhances consumers' sense of participation, increases user stickiness, and adopts people. Will you care about how the agricultural products from the adopted plot look like? What can you eat today? Therefore, for adopters, it is a fashionable and healthy lifestyle; for traditional growers, it is a new business format brought by new ideas, and it has become a concrete manifestation of agricultural value-added services. These are the endogenous driving forces for "adopt agriculture" to become a new form of agricultural development today.

As residents’ living standards continue to improve, people are paying more and more attention to food safety issues. As long as the economy allows, “adopt agriculture” will gain more and more favor. The rise of the e-commerce industry has also facilitated the transportation and sales of adopted agriculture. Therefore, as long as agriculture can ensure product quality and create a reputation for safe and reliable ecology, it will naturally form a brand and eventually form a brand effect.

3. Attract capital to enter the market

Currently, my country’s capital market actually has a large amount of surplus funds, and they are all looking for good investment projects. After "Adopt Agriculture" forms a large-scale trend, it will surely attract a large amount of capital to enter this industry. The entry of capital will promote the quality and sustainable development of "adopt agriculture", which will be a long-term benefit to ecological agriculture.

Agricultural Industry Observation believes that the adoption of agriculture model must be based on Internet technology, using agriculture as a breakthrough, and combining the market and demand to upgrade agriculture into consumer goods. This is the original intention of the adoption of agriculture model.