The circulation system of agricultural products is not only closely related to the immediate well-being of the people, such as stable prices of agricultural products, food safety and health, but also closely related to promoting rural revitalization and common prosperity. As China enters the digital era, the circulation system of agricultural products in China will face new opportunities and challenges.
Early agricultural product circulation system. The digital transformation emphasizes the use of information technologies such as the Internet to eliminate information asymmetry and broaden the circulation channels of traditional agricultural products through e-commerce. With the continuous evolution of digitalization, the digital transformation of the agricultural product circulation system not only includes vigorously developing e-commerce for agricultural products, but also emphasizes the Internet of Things, data driven, and intelligent leadership. Using the new generation of digital technologies such as the Internet of Things, blockchain, and big data to achieve traceability of agricultural products, reduce financing risks, ensure product safety and health, improve the efficiency of various links, and subvert the management and production organization methods.
At present, many scholars pay attention to the impact of "Internet plus" on the development of agricultural product circulation industry, emphasizing that information technology with the Internet as the core can facilitate information exchange and reduce transaction costs; Innovate circulation channels and reduce circulation links. Wang Xuhui and others pointed out that the O2O model for agricultural products based on online and offline integration is of great significance for stabilizing agricultural product prices and ensuring agricultural product quality.
Zhou Dan and others believe that "Internet plus" can promote the innovation of marketing methods and the transformation of business types of circulation enterprises, reduce circulation links, and promote the expansion of consumption. Sun Tingshu and others believe that the current developing models such as agricultural supermarket docking and online e-commerce platforms still have problems such as weak infrastructure systems, poor main functionality, and low maturity.
With the rapid development of digital technology, the new generation of digital technologies, represented by big data, the Internet of Things, and blockchain, will have a profound impact on the agricultural product circulation system at multiple levels and in all directions from aspects such as process reorganization, organizational change, and value chain reconstruction. Li Chaofan suggested that China should comply with the development trend of informatization and digitization, strengthen the construction of agricultural product circulation infrastructure, build a big data fusion platform for agricultural trade information, and improve the digital quality of circulation practitioners.
In summary, current scholars mainly conduct nationwide research from the macro level, but there are few targeted studies on the circulation of agricultural products in Zhejiang Province. Zhejiang Province regards the development of the digital economy as the "No.1 Project". The "14th Five Year Plan" for Logistics and Circulation in Zhejiang Province and the "14th Five Year Plan" for Agricultural and Rural Modernization in Zhejiang Province have identified "digitization, informatization, and intelligence" as the reform direction in the field of agricultural product circulation, and the future development trend in the field of agricultural product circulation can provide a direction for the modernization construction of the national agricultural product circulation system.
This study takes Zhejiang Province as an example to analyze the current situation and problems of the agricultural product circulation industry in Zhejiang Province in the digital era, as well as the challenges and opportunities it faces, and then explore the development path of digital agricultural product circulation. This is not only of great significance to promoting rural revitalization, industrial integration, and common prosperity in Zhejiang Province, but also Zhejiang is leading the national digital transformation, It also has reference significance for the construction of a modern digital circulation system of agricultural products nationwide.
Institutional background: The development process of agricultural product circulation industry and the policy environment of Zhejiang Province. The development process of the national agricultural product circulation industry The circulation of agricultural products is a process of transferring agricultural products from the production field to the consumption field through the form of buying and selling, including the purchase, transportation, storage, and sales of agricultural products.
The development of China's agricultural product circulation industry can be roughly divided into three stages. 1978-1994 was the stage of germination and development. In 1984, the establishment of agricultural product wholesale markets such as Shouguang Vegetable Wholesale Market in Shandong laid a foundation for the development of China's agricultural product circulation industry. From 1994 to 2013, the circulation of agricultural products entered the stage of information transformation.
In 1994, the opening of China Agricultural Information Network and China Agricultural Science and Technology Information Network marked the beginning of agricultural product informatization in China. Since 2013, it has been a digital transformation stage. Since 2013, the mode of agricultural product e-commerce has started to diversify, with O2O, B2C, B2B, C2C, C2B, and other modes constantly emerging. In 2019, China issued the "Digital Rural Development Strategy Outline", marking the arrival of a new era of digital agricultural product e-commerce in China, and the agricultural product circulation industry is in a transformation window period.
Zhejiang's policy environment attaches importance to digital development. Zhejiang's agricultural product circulation policy supports the digital development of the agricultural product circulation system from three aspects: the empowerment and upgrading of digital technology, supply chain innovation and application, and fiscal, tax, and financial supporting policies. This has brought enormous opportunities for the digital transformation of the agricultural product circulation industry.
Digital technology enables upgrading. Using Internet technology to promote the construction of online trading platforms for agricultural products, using big data and digital technology to innovate the agricultural product supply chain system, and adopting intelligent means to upgrade and transform the agricultural trade market. The Zhejiang Rural Revitalization Promotion Regulations require "to promote the construction of application systems in the field of agricultural product processing and circulation, and cultivate and expand rural e-commerce markets.".
The "14th Five Year Plan" for Logistics and Circulation in Zhejiang Province proposes to build a cloud based collaborative, full coverage, open and shared agricultural supply chain big data system. The "Fourteenth Five Year Plan" for Agricultural and Rural Modernization in Zhejiang Province requires strengthening the application of "Zhejiang Agricultural Code" to establish a unified data service portal for villages, entities, elements, and products in the agricultural field throughout the province.
Supply chain innovation and application. The Action Plan for Fully Implementing the Rural Revitalization Strategy and Advancing Agricultural and Rural Modernization at a High Level (2018-2022) proposes to accelerate the construction of agricultural product storage, transportation, and cold chain logistics systems. The agricultural product quality and safety traceability platform covers all counties (cities, districts).
"The 14th Five Year Plan for Logistics and Circulation in Zhejiang Province" proposes to innovate and develop the modern agricultural supply chain system, and create a multi-level agricultural product storage and preservation cold chain logistics system of "field head+direct sales+network". The "Fourteenth Five Year Plan" for Agricultural and Rural Modernization in Zhejiang Province emphasizes the in-depth promotion of the construction of the "Zhejiang Agricultural Product Quality and Safety Traceability Platform" and the acceleration of the construction of the cold chain logistics system for agricultural products.
We will deepen supporting fiscal, tax, and financial policies. In terms of insurance policy, it is proposed to promote the expansion of policy based agricultural insurance products. In terms of fiscal and tax support policies, special funds are allocated for the construction and upgrading of rural commercial circulation infrastructure throughout the province. It is required to conscientiously implement the national policy of exemption from value-added tax on vegetable circulation and expand it to eligible fresh agricultural products.
In terms of financial support, financial institutions should be encouraged and guided to increase the provision of agricultural loans and strengthen credit support for enterprises and farmers upstream and downstream of the agricultural product supply chain. Based on the above analysis of the development process of the national agricultural product circulation industry and the policy environment of Zhejiang Province, it can be found that the agricultural product circulation system in the digital context will develop in the direction of "safety, efficiency, health, and wisdom" in the future, which is also the goal of the digital transformation of the agricultural product circulation industry in Zhejiang Province and even the whole country.
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