From October 29 to 30, Guangdong held a seminar on the exploration and practice of "12221" market system for agricultural products. Zhou Qiren, Professor of the National Development Research Institute of Peking University, was invited to visit the pineapple and litchi industries in Xuwen and Gaozhou counties in western Guangdong. At the seminar, Zhou Qiren proposed that the modernization of traditional agriculture needs to mobilize all forces to establish a market system that connects urban and rural areas and connects inside and outside. As a trade policy, we should pay special attention to the return of market demand information, continuously transmit it back to the production end, and transform traditional agriculture. "12221" focuses on Trade and goes in the right direction This time, I was invited to visit Xuwen County and Gaozhou City in western Guangdong to focus on the practice of "promoting agriculture through trade" in the local pineapple and litchi industries. I saw that the effective way to guide the modernization of traditional agriculture and make it a reliable industrial foundation for Rural Revitalization is to mobilize all parties to establish a market system connecting urban and rural areas and connecting internal and external markets. The key to doing this is the agricultural products 12221 system, which has now risen to the agricultural policy of Guangdong Province. Xuwen County is the first place in China to introduce South American pineapple. Local pineapple planting has a history of more than 100 years. Now, 350000 mu of pineapple in the county accounts for more than half of the national planting. It is said that one year, Professor Li Yining, a senior teacher of Peking University, visited here and saw a large area of pineapple land with colorful spots. He praised "the sea of pineapples", which made Xu Wen famous all over the world. But growing pineapples is hard. At the scene, due to the low level of mechanization, pineapple farmers have to tie sacks to their legs and work in the pineapple field with thorny leaves. The problem is that pineapples planted so hard can't be sold in some years and seasons. Fresh fruits are not easy to store. Once they are fresh, a large number of them rot in the ground, which has become a serious problem. Under this pressure, Xu Wen began to explore a set of solutions in 2018. After practical test, this set of comprehensive countermeasures, later known as "12221", initiated locally, has the correct starting point, the right path, and the practical effect is commendable. The question is raised by the fruit farmer Xu Wen. Why can't fresh and delicious pineapples be sold? The first response is the local government. However, Xuwen County did not and could not turn the party and government organs into pineapple marketing, but opened a wide business road to "push the market ahead of production". The specific approach is the well-known "12221". Efficient trade routes are crucial Xu Wen first asked the right question. Pineapples can't be sold. Is there really no market? Is it true that consumers don't need it? If consumers really don't need it and the product really doesn't have a market, there's nothing to say. Stop production and find another one. How many items in our life are no longer needed by consumers, and finally they are not stopped and pulled down? But it is in recent years that China's fruit consumption has increased very fast. Compared with the income level and income growth, the total demand of the fruit market is far from being met. In 2019 alone, China imported 7.29 million tons of fruit. In terms of value, China imports 170 billion US dollars of agricultural products a year. How much is the export? US $70 billion - that is US $100 billion in net imports of agricultural products. When it comes to pineapples, I see the data from Shanghai, where 47% of pineapples are imported, and the number of pineapples imported across the country is also increasing day by day. It is clear that there is demand in the market, but the place of origin can not be sold. What is the problem? Xu Wen found the answer. The problem is on the way. What way? Trade route - the trade route of agricultural products. Over the years, our country has built many expressways and rural roads. This is known all over the world as infrastructure driven economic growth. The business road is inseparable from the physical road. However, only physical channels are not enough, and a large number of very active business activities of market players are enough to effectively connect production and consumption. "Business road" should load the business behavior coming and going on the physical channel, load various facilities supporting business activities, accumulate business experience, gather trust and credit, and deal with all kinds of troubles in the implementation of business contracts. There are a wide range of issues related to business. It also requires a variety of professional knowledge and polishing for many years before we know how to properly sell the products painstakingly produced by fruit farmers and other farmers to those who really need them and are willing to bid to enjoy these agricultural products. The government should be called by the people Respect the law and receive practical results The people's call and the government's response are the right way for government. However, the government should be in line with the people and pay attention to proceeding from reality and respecting the law. Fruit farmers can't sell pineapples. When the folk "selling is difficult" is very urgent, party and government cadres go to battle to sell and sell, or apportion consumption by administrative means, which is also a echoing method. It's always better than dead bureaucracy. But that's not the cure. Because party and government organs and officials are neither market subjects nor comparative advantages in doing business. Even if the cadres take the lead in eating pineapple, how much can they digest? Xu Wen's method is not like this. They analyzed the market-oriented reform in Guangdong for many years. So many commercial enterprises and vendors wanted to make money in the market. They had the motivation to buy and sell fruits. The new problem is that China, as a super market, inevitably has many information costs, transaction costs and contracting and performance costs in its operation. The friction coefficient of these markets is increasing day by day, and the cars on the road can't run, can't run smoothly, can't run much, and even their willingness to run is decreasing. Xu Wen's strategy is not for the government to go to the business road in person, but to give full play to the advantages of the government, serve the market, reduce various friction coefficients on the business road and promote agriculture through trade. Xu Wen took several practical measures. Let's start with big data, and ask the data service provider to find out the current situation of production, supply and marketing of Xuwen pineapple, especially the business situation - the distribution of pineapple dealers in China, the distribution of fruit wholesale markets in various regions, the distribution of pineapple stalls in various markets, the capacity and distribution quantity of their respective channels, plus fruit farmers The situation of cooperatives and production enterprises - displayed on an Internet. Then, we will make precise efforts to invite the top heroes to Xuwen, attract them and serve them with an excellent business environment, and let the national fruit merchants show their skills in Xuwen. The second trick is to point out the acupoints -- cultivate local pineapple industry brokers. After purchasing businesses come to Xuwen, they have to connect with a large number of scattered local producers and face considerable information and contracting costs. Local "pineapple brokers" give full play to their talents and help local pineapples enter the business road smoothly by virtue of their information advantages on fruit farmers and fruits on the production side. The most remarkable thing is the third move, which is to strive to expand the sales area. For Xu Wen, who produces pineapples, trade is to connect buyers and consumers all over the world. In the past, pineapple marketing activities and pineapple festivals were mostly conducted in the origin, with the focus on the production area. During the "12221" period, the strategic focus was shifted, the production areas took the initiative to think of the sales areas, made great efforts to write about the sales areas, and implemented the "outer line operation" of trade and agriculture. They opened the "Guangdong pineapple square" to Beijing, Tianjin and Hebei, the Yangtze River Delta and the northwest, becoming the online Red punch in point of many fruit wholesale markets. They organized the "Guangdong pineapple sweet China trip" and opened a special high-speed train to display Xuwen pineapple in 11 major cities across the country. Fourth, in the increasingly active pineapple business road, use various new business technologies to mobilize the new generation of people to join pineapple marketing. Online and offline, inside and outside the cloud, it turns out that there are so many trade talents in the local society. Actual recruitment and actual effect. According to local introduction, in 2018, the average price of pineapple in Xuwen was still 50 Fen, and the price of pineapple increased continuously in the whole county since the launch of "12221". COVID-19 has been challenged by this year, and this year it has reached a record high. Practice has proved that this set of measures works. Litchi is the best fruit It's normal to sell crazy in the new year When visiting Liyuan in Gaozhou, the discussion mentioned the years of litchi. Small year is OK, but in big year, the pressure of selling orders is prominent. I asked, as the top and precious fruit in the world, litchi should be in short supply. Why is it difficult to sell and unsalable? Litchi problem is different from pineapple, when there are more unique reasons. Guangdong produces more than 1 million tons of litchi a year. There are few substitutes in other parts of the world, and few can rival Gaozhou in quality. Even among the middle and high-income people, many people have never tasted good litchi. If we draw a picture of the consumption of litchi, how many people in China have eaten it and how many people haven't eaten it? What about the world? Or how many people have heard of it but haven't eaten it, and how many people have eaten it but haven't eaten a good variety? There is a problem worth studying here, which is how to understand and develop potential consumer demand. If you send a questionnaire and ask people who don't know what litchi is, whether they want to eat litchi or spend money on litchi, I'm afraid they don't know what to say. But if they can put litchi, especially Gaozhou litchi, in front of them, let people see the shape and color of litchi, smell the smell of litchi, and taste it personally, I'm afraid few will refuse. Gaozhou, Maoming and Guangdong tried one this year, using dozens of flights to transport litchi to Japan, the United States, Europe and the Middle East. It was the first time to do so, and it was popular everywhere. This year was originally the big year of litchi. In terms of output, there was a lot more. However, due to the opening of new trade routes, the price was high and the volume went up. Why is the new year not big? The secret is to open up business channels and smoothly introduce the increased output into the market and potential market. In this way, there is still much to be done in the business path articles leading to the potential consumer market. High quality agricultural products are always in demand in the world Humans have always flocked to delicious food We should see that high-quality agricultural products are always popular in the world market, and human beings have always flocked to delicious goods. The problem is that the market system is backward, and the value of high-quality agricultural products and high-quality food is covered up and restrained. One year in Sydney, locals said that when the Japanese came to buy Australian lobster, they put a blank check in front of the supplier. As long as you supply lobster, you can write the price. At that time, I thought it would be fun to get such a position in agricultural products. During this visit to Gaozhou, I felt that the local concubines, who had been famous all over the world as early as the Tang Dynasty, would have the opportunity to have this addiction in the future. Moreover, many rural areas that produce high-quality agricultural products are still scenic spots in the world. In 1985, I visited Croatia with Du Lao for the first time. There was a winery in the middle of an endless vineyard. Such a beautiful countryside will be unforgettable for a lifetime. The vineyards in Provence, France, Hokkaido, Japan, large olive trees in the hills of central Italy, as well as the fields where we grow lavender in Xinjiang, actually have high aesthetic value. Of course, the premise is that agriculture is the top, high income is no less than any other industry, and practitioners enjoy status and dignity. The rural areas of Xuwen and Gaozhou are hopeful to develop in that direction. The trade road is two-way Today's market is big. China's more than one billion people, half of whom are urban people, rely on the market to supply food. The other half of the rural permanent population also relies on the market to meet their food needs. The biggest item in China's urban and rural household consumption expenditure is food. A megacity like Shanghai consumes 16000 tons of vegetables, 6000 tons of fruits, 5000 tons of aquatic products, 10000 tons of grain and oil, 2000 tons of dry goods, plus 4 tons a day