People Director of the Marketing Department of the Economic Development Department of the All-China Federation of Supply and Marketing Cooperatives Wang Jue Executive Vice President of the National Urban Agricultural Trade Center (Wholesale Market) Federation Ma Zengjun Deputy Director of Beijing Commercial Investment Service Center Yang Baojing Beijing Xinfadi Agricultural Products Co., Ltd. Assistant General Manager Gu Zhaoxue Jinxiu Dadi Agricultural and Sideline Products Wholesale Market Executive Deputy General Manager Jia Zenghua Current Situation Reporter: In the current open market environment, my country has initially formed an agricultural and sideline products circulation system with wholesale markets as the main outlets. What is the current operating status of "agricultural batch"? Ma Zengjun: In the mid-1980s, the national and local governments abandoned the circulation mechanism of fixed production and underwriting, and adopted open policies and effective integration of private capital, thus promoting the initial formation of a three-layer pyramid structure in my country's agricultural and sideline products circulation system: the upper level futures market, the middle layer The wholesale market has a large number of farmers’ markets and supermarket chains on the ground floor. Among them, there are three futures markets, located in Shanghai, Zhengzhou and Dalian, radiating to the national agricultural and sideline products wholesale markets; agricultural batches are distributed in the urban-rural fringe, and the origin wholesale market and the sales place wholesale market have become the connection between farmers and consumers, agricultural and sideline products and The center of the vegetable basket connects planting, breeding, processing, quarantine, transportation and other links upstream, and links procurement, distribution, retail, consumption and other links downstream to form a complete circulation industry chain; there are 26,000 large and small agricultural trade centers across the country , distributed in vast rural areas, and chain supermarkets are located in urban centers. The total number of supermarkets in the country is no less than 50,000. By the end of 2002, there were more than 5,000 wholesale markets for various types of agricultural and sideline products across the country, with a total annual turnover of 1.24102 billion yuan, equivalent to 50% of the total 2.49494 billion yuan of national commodity markets, equivalent to the retail sales of consumer goods 33% of the total amount of 3.75952 billion yuan. 50%-70% of the fresh agricultural and sideline products consumed in large and medium-sized cities are provided by wholesale markets. During the investigation of the transformation of the circulation system organized by the Beijing Municipal Commission of Commerce, we found that the construction of Beijing's agricultural batches has experienced a change from scratch, from less to more, and from more to less. Basically, it follows the state-owned vegetable station grain Stores, farmers' markets, agricultural and sideline products wholesale markets, and supermarkets (distributed by large wholesalers) developed in this order. Yang Baojing: At present, large-scale agricultural product wholesale markets are still the main means of regulating urban residents’ food baskets, and are more suitable for China’s national conditions. First of all, it has low overall cost and low labor costs. The state can operate it with less investment or with the spontaneous organization of local enterprises. Rolling development is the main way for agricultural batches. At present, agricultural batches in Beijing are basically established by their own efforts from small to large. Gu Zhaoxue: Xinfadi market is the product of the transition from planned economy to market economy. Since its establishment in 1988, it has strictly implemented the regulations of unified leadership, unified management, unified charging standards, unified bills, and unified statistical caliber. It has developed from a small farmer's market with 15 acres of land, 15 people, and 150,000 yuan of capital into a market that covers an area of It is a national wholesale market designated by the Ministry of Agriculture and the (former) Domestic Trade Bureau with an area of ??480 acres and assets of 100 million yuan. Xinfadi operates more than 3,000 varieties in more than ten categories, including agricultural and sideline products and daily necessities. The products radiate to more than 30 provinces, municipalities and autonomous regions across the country. The vegetable trading volume has accounted for 65% of the total vegetable trading volume in Beijing, and the fruit trading volume has accounted for 35% of the Beijing trading volume for two consecutive years. The trading volume in 2003 reached 4.15 billion kilograms. It has become an important agricultural product distribution center in northern my country. Jia Zenghua: "Splendid Land" is an emerging market. It was only established in April 2003. The main merchants come from the original Dazhong Temple Market in Beijing. Modern logistics management, new concepts of chain operations, and high-standard operating starting points are the biggest features of this market. Now it covers an area of ??350 acres, 15 trading halls, and more than 2,000 fixed merchants. It operates 12 major categories of commodities, including agricultural and sideline products, kitchenware and general merchandise. Wang Jue: The supply and marketing cooperative system developed wholesale markets after 1995. It has now grown to more than 6,000, of which the professional market has an absolute advantage, accounting for about 40%. Trading volume is relatively stable, and the average trading volume of individual markets is also increasing. Improvement Reporter: Compared with farmers' markets in the past, today's "agricultural markets" are more integrated with the concept of modern management, their service functions are constantly extending, and their social functions are gradually improving. They are no longer a simple transaction of agricultural and sideline products.

So besides wholesale volume integration, what are the new features? Ma Zengjun: As the competition among "agricultural batches" becomes increasingly fierce, many markets continue to strengthen the construction of software and hardware supporting facilities, expand the scope of services, and improve service functions. They not only strengthen the management of trading venues, but also gradually develop supporting services such as agricultural and sideline product packaging, storage, transportation, information transmission, and agency settlement. Some have also established agricultural and sideline product production bases and processing and distribution centers, opened chain operation outlets, and truly realized the industrial management operation of integrated production and marketing; some have established nationwide information networks to collect agricultural and sideline product information and guide logistics supply; some have The introduction of foreign auction transactions and the adoption of a broker system make the price mechanism more flexible and efficient. The number of large agricultural and sideline product wholesale markets in my country only accounts for 0.2% of the agricultural and sideline product wholesale markets with an annual transaction volume of more than 100 million yuan, and the agricultural and sideline product wholesale markets with an annual transaction volume of more than 100 million yuan only account for all types of agricultural and sideline product trading markets in the country. 17%. Overall, most wholesale markets are still in the primary development stage with small transaction volumes, imperfect management and facilities, and insufficient ability to withstand market risks. Jia Zenghua: Yu Yang, President of Jinxiu Dadi Group Company, proposed the concept of market service. Providing full-process services to merchants is part of humanized management and must be implemented meticulously to build corporate reputation. The business office system of our market is equipped with agricultural product testing center, bank, post and telecommunications, catering and other facilities. It is also equipped with 40,000 square meters of customer apartments and 40,000 square meters of storage area. The full-process services we propose also include nurseries, primary schools, and small hospitals prepared for customers, which will all be launched in March this year. Gu Zhaoxue: We have proposed "developing the market with a moral economy" from the beginning, and humanistic service to merchants is an important aspect that we must do well. There are post and telecommunications offices, credit unions, guest houses, parking lots, gas stations, weighbridges, radio stations and water facilities in the market. The electronic monitoring center with an investment of more than 700,000 yuan has created a safe and relaxed trading environment for customers. The "Xinfadi Market Agricultural Products Information Network" not only releases the transaction conditions in the market to the outside world in a timely manner, but also promptly communicates the price dynamics, market analysis, policies and regulations of agricultural and sideline products to market operators, and promotes new agricultural technologies to surrounding farmers. , new varieties, and guide farmers on what to plant and how to plant them. Currently, we have strengthened the network with government departments to provide reliable reference for farmers entering the market and professional trafficking households. Reporter: Pesticide residue testing is related to food safety. Since most of my country's agricultural production is still in the stage of single-family production, production standardization is difficult to achieve. One can imagine the difficulty of agricultural product safety testing. How is this work going now? Wang Jue: The wholesale market invests a lot in pesticide residue testing. Survey results from the Ministry of Agriculture show that 98% of the designated markets of the Ministry of Agriculture that engage in vegetable wholesale business have carried out pesticide residue testing. For example, some markets in Qingxian County, Hebei Province have registered vegetable trademarks, and brands such as "Qingqing" and "Chunyang" have issued pollution-free test reports from the market; markets such as Changsha Mawangdui and Changde Ganlu Temple conduct random inspections of vegetables 24 hours a day. Nanchang and Shenzhen Agricultural Products Wholesale Market Testing Centers randomly inspect 50 samples every day, and each pesticide residue detection test strip costs 2 yuan. The market spends about 40,000 yuan per year on this alone. Adding in the wages of pesticide residue testing personnel, the market spends more than 10 yuan per year. million, which does not include the investment in various equipment and facilities. Yang Baojing: "Agricultural batch" is the node of food safety. It can not only intercept but also guide standardized production. At present, all 21 fresh meat wholesale markets and 378 retail markets in Beijing have achieved "factory-factory linkage" or "wholesale-retail linkage", and 90% of food business enterprises have established incoming inspection and acceptance systems such as "certificate and invoice request". , market access has been expanded from pork and vegetables to 40 categories of food such as grain, edible oil, and bottled water, and 47,876 food categories have been registered. In the future, agricultural products entering Beijing from other places will have to go through the primary wholesale market. The industrial and commercial administrative department will control the quality and safety of agricultural products in the city by supervising the quality of agricultural products in primary wholesale markets. Gu Zhaoxue: Beijing has identified Xinfadi as one of two extra-large primary wholesale markets. In June 2001, we united six municipal-level designated slaughtering plants to establish the city's first cross-district and county pork production and marketing consortium, which is mainly composed of market parties, designated slaughtering plants, and government regulators. As the supervisor of business households, the market requires each business household to issue a "shopping credit list" to consumers. The shopping list states the business owner's name, stall number, sales date, etc.

At the same time, the market uses a unified settlement method to establish accounts of business households and manufacturer salespersons every day. It clearly records how many kilograms of meat sold by which manufacturer's salesperson from which stall at what time, and the salesperson's badge number is engraved on it. Chengzhang is stamped on the pork. In this way, once consumers buy pork stamped with the "Xinfadi Market Fresh Meat Re-inspection Seal" and there is a problem, the responsibility can be traced to the end. On this basis, the "Cooked Meat Products and Soy Products Production and Marketing Consortium" was established to ensure the safe supply of meat products from the source. Since July 2002, Xinfadi Market has signed "site-linked" agreements with 217 pollution-free agricultural product production bases in major vegetable-producing provinces such as Hebei, Shandong, and Hainan. If problems are found in the vegetables at the agreement base during random testing, the market will notify the government of the place of origin in a letter, and the agreement will be terminated if problems occur repeatedly. At the same time, under the supervision of the Fengtai Industrial and Commercial Bureau, the market has signed "vegetable wholesale and retail linking" agreements with some large retail supermarkets in the city, forming a one-stop dedicated green service channel for pollution-free vegetables from the origin to the table. The market has set up testing equipment in the distribution center to test the fruits and vegetables delivered, and those that fail will not be allowed to flow into the consumer sector. Jia Zenghua: In order to strengthen the management of food hygiene and safety, our group has set aside 1.2 million yuan as a fund to subsidize testing fees to ensure that market products meet standards. There is no direct profit from this money, but the social benefits generated cannot be offset by the price. The vegetables produced in our own high-tech park all have a test report. This is the social responsibility of enterprises. If a good enterprise does not know social responsibility, it will not know how to develop. It should be said that our investment is a long-term behavior, has been verified, and should be rewarded. Standardized market behavior can win over consumers, and if a market brand is established, it will gain the trust of more merchants. Reporter: There is an increasing demand for agricultural and sideline products to pass through distribution centers and eventually be sold in supermarkets. How can "agricultural batches" be connected with supermarkets and distribution centers? Wang Jue: At the exhibition and sale of famous agricultural products of leading agricultural enterprises and the supermarket procurement negotiation meeting, nine major supermarkets in the supply and marketing cooperative system of Jiangsu Province placed large orders for agricultural and sideline products worth 3.8 billion yuan, which attracted the salivation of agricultural product production companies and bases eager to enter the supermarket. If you want to enter the supermarket, you must ensure the quality and safety of agricultural products. This is the minimum condition. Only by showing authoritative certification of production, technical conditions and other aspects can an enterprise or base gain the trust of supermarkets. For example, if "pollution-free food" wants to enter the supermarket, it must present a "pollution-free food certificate", and the same goes for "green food" and "organic food". It should be said that supermarkets have high thresholds and are mainly responsible for consumers. As a new retail format, large-scale supermarket chains have the distinctive characteristics of purchasing large quantities of goods, balanced supply, and year-round sales. This is a contradiction with the current small-scale production of agricultural products that are easily affected by factors such as season and climate. Therefore, if agricultural products want to enter supermarkets, enterprises or bases must have the capabilities of large-scale production and long-term supply. Supermarkets rely on large-scale operations to establish price advantages and win profits, so they attach great importance to the construction of supply chains. They especially hope that agricultural product companies will improve their organization, have larger scale and output, and ensure stable supply. Facts have proven that small-scale agricultural products companies have relatively high operating costs and relatively low contract performance, which is equivalent to setting a "threshold" for their products to enter supermarkets. The Suguo Supermarket run by the Jiangsu Provincial Supply and Marketing Cooperative will replace large households and brokers with enterprises and bases in the future. For the selected fresh products, the supermarket will not charge a penny for entry. Ma Zengjun: After my country joins the WTO, international logistics companies will rush to China. With their strong financial strength and advanced management experience, they will carve up part of the agricultural and sideline products logistics market. On the other hand, with the improvement of the commercialization of agricultural and sideline products, the circulation pattern of agricultural and sideline products will undergo profound changes. Chain supermarkets, the link closest to consumers in the field of agricultural and sideline products circulation, will be affected by agricultural and sideline product manufacturers because of their large chain outlets. favored by the company, and ultimately delivered products directly to supermarket chains without going through the agricultural and sideline products wholesale market. In the United States, this is the circulation pattern of agricultural and sideline products. Gu Zhaoxue: In the more than two months of trial operation, the distribution branch of Beijing Xinfadi Agricultural Products Co., Ltd. has signed contracts with four large fast food distribution companies and hotels, with a daily delivery volume of more than 2,000 kilograms, of which vegetables account for 2/3, meat accounts for 1/3. The person in charge of the hotel logistics department of the National Committee of the Chinese People's Political Consultative Conference said that they just trust the distribution branch of Xinfadi Market. Because they have high requirements for the pollution-free nature of vegetables and meat, and require timely purchase.

In these aspects, the distribution branch of Xinfadi Market has done very well. The large-scale vegetable and fruit processing and distribution center we jointly built with Hualian Supermarket and more than 40 distribution centers such as Honghui and Shougang will study and expand the scope of vegetable and fruit distribution, and deliver the vegetables and fruits in the market to major supermarkets, restaurants, Vegetable shops, communities. Reporter: With the development of modern logistics, the agricultural product wholesale market is facing increasing pressure from external competition. What are the main problems currently existing in my country's agricultural and sideline products wholesale market? What kind of solution is there? Gu Zhaoxue: In the past 15 years, we have not used state investment or loans. We have been self-reliant and developed on a rolling basis. We invest part of our income every year, expand the venue every year, and add facilities every year. Our current market upgrading and transformation funds are estimated to be approximately 895 million yuan. The source of funds is mainly solved by the market through investment promotion, joint-stock raising and enterprise self-raising. In addition to funding issues, the main problem we are facing now is lack of land. If the annual trading volume reaches 6.7 million tons, approximately 1,200 acres of land will be needed. Although in the past few years, Beijing approved 1,152 acres of land to support the construction of Xinfadi, excluding land for real estate development, municipal land acquisition, green isolation belts, central wholesale markets, etc., the current planned land for the Xinfadi market is only a few hundred acres. Ma Zengjun: At present, my country's agricultural and sideline products wholesale markets are already quite large in terms of total volume, but most agricultural and sideline products wholesale markets have simple service functions, let alone their own service brands. Some agricultural and sideline products wholesale markets have backward infrastructure and unmatched software facilities. In addition, the quality of some management personnel is relatively low, management is loose, and emphasis on fees and neglect of management has resulted in poor sanitary conditions and serious harm to the interests of consumers. The government also has the problem that multiple ministries and commissions have certain management functions for "agricultural batches", but they are unable to coordinate with each other. Yang Baojing: The upgrading and transformation of "agricultural batch" requires planning, standards and certain steps. This is a public welfare undertaking and belongs to infrastructure construction. The government should actually support the construction of wholesale markets, including providing support for wholesale market land, funds and loans in the long-term plan. At present, the Beijing Commercial Investment Service Center can invest in shares to inject funds into the wholesale market. Trend Reporter: Last year, the Beijing Municipal Commission of Commerce proposed to establish a modern agricultural product wholesale system in the city that meets the requirements of an international metropolis in 3-5 years, in accordance with the guiding ideology determined by the city’s working conference on promoting circulation modernization. This policy will accelerate the upgrading and transformation of Beijing's "agricultural batch". So judging from the current situation of each market, in what direction should it develop? Wang Jue: In the past, the wholesale market layout was mainly in the sales area, but now the national policy is also guiding the production area market. Since farmers' current production scale is relatively small, and their products are mainly marketed by middlemen, farmers are unable to obtain timely planting information, which makes their work direction lagging behind. The establishment of wholesale markets in production areas allows farmers to directly enter the market and obtain the most timely planting and breeding information. In the counter market, with the changes in urban planning and construction, the dirty environment must also be changed and developed towards modern trading methods. Adopt methods such as unified settlement and establishment of rapid testing centers. Jia Zenghua: The direction of the wholesale market is specialization and large-scale, that is, the separation of wholesale and retail. Agricultural and sideline products are first concentrated in "agricultural batches" and then distributed to supermarkets and communities. The trading method can even be developed into forward trading. The final products it delivers are clean vegetables and side dishes. This requires hardware (greenhouses, sealing, refrigeration, road planning, sites, external environment, sewage discharge) and management (settlement, standardization, taxation, systems, reputation improvement) to be upgraded. After quality improves, price will no longer be the only competitiveness in the wholesale market. Splendid Dadi has not followed the path of the previous farmer's market, and has completely adopted a market-oriented and standardized management form. Every step, even the investment in advertising, has gone through strict calculations and careful planning to achieve small investment and large output. Our investment in the market has been advanced and of high standards from the beginning, because we believe that in 3 to 5 years, "agricultural batches" will definitely face supermarketization, and the hardware conditions will be required to meet certain standards. , which indicates a large loss of merchants. The strategic goal of the group company is to respond to foreign retail companies, occupy the domestic market, and expand outward within two years to export management concepts in central towns in some regions through various methods such as chain stores, sole proprietorships, monopolies, and investment operations. Gu Zhaoxue: The Beijing Municipal Government has officially launched the "Food Reassurance Project" in 2003, focusing on strengthening the supervision of agricultural product wholesale markets and strictly controlling the circulation process.

If Xinfadi Market does not comprehensively upgrade its trading methods, management methods, and infrastructure, it will be impossible to find a fundamental solution to food safety. We will vigorously promote the modern enterprise system in the market, gradually enable it to have investment and financing functions, and eventually become a listed company. After the upgrade, it will change from open-air trading to indoor trading; the green area will reach 240,000 square meters, and the comprehensive greening rate will reach 30%; a 60,000-ton low-temperature warehouse and a 40,000-ton constant-temperature warehouse will be built; the upgraded market functions also include : Implement the qualification review system for merchants entering the market, implement the "three standards" for market trading products, establish a full traceability system, improve transaction methods and settlement methods, and establish a stable broker team. Ma Zengjun: The problems existing in the current development of my country's agricultural and sideline products circulation industry have appeared in many developed countries. In recent years, the wholesale industry in developed countries has undergone the following changes: the dominance of the wholesale industry in the circulation field has changed; The pace of wholesaler differentiation is accelerating; scale, large-scale, and chain-oriented have become the basic trends in the development of the world's wholesale industry; the pace of wholesalers' extension to retail is accelerating. In the United States, the characteristics of the agricultural and sideline products market system are: direct sales are the main mode for the circulation of agricultural and sideline products; the grain futures market is developed, with more than 80% of fruits and vegetables produced directly from origin, and less than 20% sold through wholesale market channels. In the European Union, with the rapid development of retail and chain operations, large chain groups have gradually formed and unified purchase and distribution centers have been established, resulting in an increasing proportion of direct sales of agricultural and sideline products. However, due to the high degree of organization of producers, the development of the wholesale market is relatively stable. Japan, South Korea, and my country's Taiwan have agricultural and sideline product market systems with wholesale markets as the main channel and an auction system as the characteristic. The characteristics of these countries and regions are that there are more people, less land, and small-scale agricultural production based on family units; the circulation of major grains is subject to government control and unified management; fresh products such as vegetables, fruits, livestock products, and aquatic products are subject to free circulation. The wholesale market is the main channel for the circulation of fresh products. In Japan, 60% of fruit and vegetable commodities are sold in wholesale markets; the circulation of livestock products, poultry, eggs, milk, etc. is controlled by the monopoly capital of the agricultural and sideline products processing industry, with a high degree of processing. In Japan, central wholesale markets must be opened by local governments or public organizations, and companies or private individuals are not allowed to open markets for profit. It can be seen from the development of the international agricultural and sideline products circulation industry that the direct sales model has become the mainstream. In the future, my country's agricultural and sideline products wholesale market will become the center of international logistics and the window for international procurement of agricultural and sideline products. Our existing gap is undoubtedly urgently requiring us to find ways to develop the wholesale market as soon as possible. We can learn from Japan's experience and rationally lay out the central wholesale markets in production areas and sales areas on a provincial and municipal basis, and use local traffic conditions to radiate to professional wholesale markets in production areas and sales areas. Establish funds to support the construction of agricultural and sideline products wholesale markets with complete facilities in areas with developed agricultural and sideline products production and relatively convenient transportation, but lack funds to build wholesale markets. Our country should establish the "Agricultural and Sideline Products Wholesale Market Law" and the "Agricultural and Sideline Products Wholesale Market Standards" as soon as possible. Drawing lessons from foreign laws and regulations, we will clearly stipulate market rules, market access systems, software and hardware facility management, and penalties for violations of my country's agricultural and sideline products wholesale markets, and put the management of agricultural and sideline products wholesale markets on a legal track. Each "agricultural batch" must also make great efforts to improve the information, settlement and price formation functions, and establish a modern electronic quotation, electronic information release and electronic unified settlement network. Through the information network, it extends to the production and processing of agricultural and sideline products in rural areas, and develops the production of agricultural and sideline products according to local conditions; it extends to chain supermarkets through the information network, and combines capital operations to achieve integrated management of production, supply and marketing. With an understanding of the needs of consumers in various places, we can carry out "order farming" for agricultural and sideline product production bases across the country. From the perspective of the development of similar international industries, the industrial upgrading of the agricultural and sideline products wholesale market includes: the trading time is upgraded from real-time trading of commodities to futures trading, the trading location is upgraded from wholesale market to virtual, and the trading method is changed from face-to-face counterparty trading to auction trading. Upgrade, the form of transaction settlement is upgraded from cash and check to electronic goods market, and the management of transactions is upgraded from manned to unmanned. Online auction transactions have been widely used in wholesale markets in developed countries. It can effectively standardize the wholesale market price formation mechanism and enhance transaction security; it can exert its resource allocation function and is not restricted by regional transportation.

my country's agricultural and sideline products wholesale market can fully adopt a variety of trading methods to operate, vigorously promote the auction system, develop a modern logistics and distribution system, and explore the e-commerce model of the wholesale market. Conclusion: According to the reporter's understanding, in response to problems such as high testing costs and difficult penalties, the Ministry of Agriculture will continue to track and inspect the testing status of designated markets in 2004 with various provincial departments, configure testing instruments for vegetable markets in designated markets, and strive to The funds will provide appropriate financial support for the market to carry out pesticide residue testing work. The Ministry of Agriculture also plans to select some agricultural products and formulate grading standards for market circulation, laying the foundation for grading and classifying sales of agricultural products, achieving high quality and low prices, and improving the market competitiveness of my country's agricultural products. Regarding the development of new circulation formats such as chain operations, logistics and distribution, and e-commerce, the Ministry of Agriculture will promptly track and summarize its experience in this area and propose relevant policies and measures. "Three changes" will be implemented in the construction of designated wholesale markets of the Ministry of Agriculture, which will represent the development direction of "agricultural batches" in the near future. In other words, the construction of the agricultural product wholesale market must shift from "external expansion" to "internal quality", that is, from focusing on quantity expansion to enhancing functions and improving the marketing and promotion capabilities of market entities; second, the market regulation method must change from "spontaneous "Transformation to "market + regulation", that is, from relying on the market's spontaneous regulation in the past to focusing on both the role of the market mechanism and strengthening the government's macro-control function; third, the purpose of market operation has changed from "weight" to "quality" , that is, changing from focusing on the quantity supply of agricultural products to focusing on improving the quality of agricultural products, and ensuring market access. China Cooperation Times reporters Zhang Chi and Liu Yixin