The rise of "cloud adoption" and consumers' enthusiasm for becoming online farmers
2024-07-17
In recent years, the "adoption economy" represented by "cloud adoption" has quietly emerged. Compared to the traditional "adoption economy", "cloud adoption" has made certain breakthroughs in terms of adoption targets, adoption models, marketing methods, and industrial structure involved. However, some consumers and industry insiders have also expressed their concerns and worries about "cloud adoption". I have adopted a piece of farmland, where I can not only see real-time monitoring footage online, but also participate in activities such as transplanting rice seedlings, planting vegetables, raising chickens, and catching crabs offline Recently, Li Lirong adopted an acre of farmland in Haibei Town, Tangshan City, Hebei Province, and experienced the joy brought by the "Cyber Farm". Children can understand how food comes from and also have access to green and healthy food, "said Li Lirong. Entering the summer, "cloud adoption" has ushered in a new wave of enthusiasm. Experts pointed out that with the help of the Internet platform, "cloud adoption" broke the geographical restrictions, realized the remote connection and multi-dimensional interaction between consumers and agricultural production, and helped promote the integrated development of the primary, secondary and tertiary industries. You can "adopt one acre of land" for 3888 yuan. On the phone screen, green rice grows lush by the river. Li Lirong's 9-year-old granddaughter, Zizi, is watching real-time monitoring footage of farmland with her phone at her home in Changchun. The master in charge of managing the farmland is spraying medicine and fertilizing fruits and vegetables. Adopting one acre of land costs 3888 yuan per year Last March, Li Lirong was introduced by a friend and started adopting farmland online through a mobile mini program. On the adoption page, she can choose the area, type, and duration of the adopted farmland, and view the farmland images through 24-hour video surveillance, and communicate her needs online with the farm manager at any time. During the year of adopting farmland, Li Lirong and her family not only had access to corn, rice, rice crabs, and farm eggs from the fields, but it is expected that by March next year, she will also receive chicken meat that has been slaughtered, packaged, and shipped to her home. You can choose between 'online hosting' or 'offline participation' Li Lirong told reporters that the items he purchased mainly include 10 types of services such as network testing, agricultural traceability, and agricultural experience. During the adoption process, he can obtain 10 types of food, including 600 pounds of rice, 10 pounds of rice crabs, 10 pounds of corn grits, 10 pounds of firewood eggs, and 1 rooster. Consumers can also purchase 'adoption cards' and use them themselves or give them as gifts to friends and family The staff of the mini program "Haibei has farmland" used by Li Lirong introduced in an interview that adopting farmland can achieve "private customization". Each adopted farmland is equipped with an adoption sign, and the adopter can choose their own avatar and name. The staff is responsible for production and installation. Reshaping consumer experience and promoting industrial integration development. In recent years, with the development of digital economy and information technology, the "cloud adoption" model has emerged. Compared to the traditional "adoption economy", "cloud adoption" has made certain breakthroughs in terms of adoption targets, adoption models, marketing methods, and industrial structure involved. Cloud adoption has reshaped the consumer experience and promoted the integrated development of primary, secondary, and tertiary industries. Zhang Qingyun, who lives in Zhengzhou, chose to adopt a chicken on a farm next to a scenic spot. Zhang Qingyun said, "By paying 199 yuan per year, I can receive 100 eggs sent in installments, and after the adoption is over, I will receive a 3-5 pound rooster." He would drive to the farm to raise chickens in his spare time and also invite friends to travel to nearby scenic spots. The reporter sorted out the adoption projects of multiple "cloud adoption" platforms and found that currently, consumers can participate in the adoption of not only crops such as vegetables and fruits, but also animals such as chickens, ducks, cows, and sheep. At the same time, they can also participate in the adoption of public welfare projects such as ancient trees, ancient dwellings, and marine organisms that have no physical harvest. For example, some young people choose to adopt a millennium old tree in a nature reserve, hoping to "let it bask in the sun for themselves and take a look at it when they feel confused while working". Some people also adopt a dolphin together with others and watch it freely swimming in the sea online. The new adoption mechanism is very flexible and can achieve effective connection from the field to the tip of the tongue Yuan Jingli, founder of the "Ju Cheng You Orange" brand in Xinfeng County, Jiangxi Province, said that when consumers participate in the "adopt a navel orange tree" project, they "can choose to adopt it once a year or once every ten years, and there is no limit to the number and age of the adopted fruit trees." In terms of marketing models, Yuan Jingli introduced that social media platforms and word-of-mouth communication are important marketing methods for some adoption projects. At present, our project has basically achieved omnichannel promotion. In addition to conducting private domain dissemination in friends' circles and fan communities, we also try to open live broadcasts on short video platforms and cooperate with influencers, while collecting consumer feedback to promote the optimization and upgrading of production methods. The "adoption economy" should avoid falling into a "vacuum state". Some consumers and industry insiders have also expressed their concerns and worries about "cloud adoption". The current 'cloud adoption' consumption is mainly concentrated in the high-end consumer group, with a relatively small audience. In addition, for farmers, operating costs are high, and digital software and production monitoring and traceability equipment require significant investment in the early stages Zheng Linyi, a specially appointed associate researcher at the School of Public Administration of Zhejiang University and the China Rural Development Research Institute, analyzed. As a fruit farmer who once carried out the "cloud adoption" project for fruit trees, Cao Chun, the founder of Loyal Fruit Industry in Xunwu County, Jiangxi Province, ultimately gave up the adoption model. "My geographical location is not around the city, the variety of fruit trees is relatively small, and the publicity is also not very familiar with the use of Internet social platforms, leading to few adopters." Cao Chun said. In recent years, adopting coffee trees has become popular among coffee enthusiasts. However, some consumers only realize after payment that the projects they have adopted are not individual trees. The surveillance footage shows the entire coffee plantation, and I don't know if the specific planting process is scientific. The coffee beans received in the end are also centrally roasted. Some consumers have expressed that the service did not meet their expectations. Establishing trust with consumers is the difficulty of 'cloud adoption' Yuan Jingli stated that trust needs to be accumulated over the long term, and "the model is to explore and continuously accumulate adoption customers." Avoiding the "vacuum state" of "cloud adoption" that lacks offline consumer participation is a key measure to promote its innovative development. In Cao Chun's opinion, without the on-site experience of consumers, relying solely on online adoption may not yield satisfactory results and influence. Zheng Linyi believes that to promote the long-term development of "cloud adoption", efforts can be made in three aspects: first, to develop diversified adoption models and launch targeted and layered adoption projects that meet the needs of different types of consumers. Secondly, relevant government departments should further improve the public infrastructure involved in various aspects of "cloud adoption" and establish a public adoption platform to enhance the participation of production parties and consumer trust. Thirdly, it is possible to consider establishing mechanisms such as black and white lists for adopting enterprises to protect the legitimate rights and interests of consumers. (New Society)
Edit：NingChangRun Responsible editor：LiaoXin
Source：Workers' Daily
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