China Economic Net, Beijing, February 19th: At the beginning of reform and opening up, vegetable planting accounted for less than 20% of agriculture in Shouguang, Shandong. Now, Shouguang is one of the largest vegetable bases in the country and is known as the "Hometown of Vegetables". Seventy percent of farmers' income comes from vegetables. The city's vegetable planting area reaches 800,000 acres, and "Shouguang Vegetables" has become a nationally and world-renowned agricultural brand.

Digital Witness Development

Computer-controlled vegetable greenhouses, electronic vegetable trading... In Shouguang, Shandong, these modern agricultural facilities are impressive. During industry interviews, several sets of vivid figures gave reporters a deeper understanding of the essence of modern agriculture.

●17,000 marketing companies, associations and other intermediary organizations

●Sales reach 30 provinces, autonomous regions and municipalities and more than 10 countries and regions

●Technological progress Contribution rate to agricultural growth reached 67%

●Built 26 specialized markets for agricultural inputs and 196 bazaars

The brand road of "Shouguang Vegetables"

How did Shouguang develop from less than 20% of the agricultural industry to vegetable cultivation and develop into a famous "Vegetable Hometown"?

1. Vegetable production and operation implement a "real-name system"

Not long ago, the reporter came to the Liaoyuan Fruit and Vegetable Production Base in Shouguang City and walked into the production control room. The reporter picked up a box of packaged vegetables, scanned the barcode on the monitor, and saw complete information on the production process of the box of vegetables on the computer screen: "Liu Tongwei, a farmer in Dongliuying Village, Daotian Town, 3 years old In the shed, seedlings were planted in October 2008 and harvesting started in November..."

Implementing a real-name system for vegetables is like giving vegetables an ID card. This method, on the one hand, makes it easier for business owners to strengthen self-discipline, build their own brands, and cultivate a fixed customer base; on the other hand, buyers also reduce the time and cost of purchasing products. This measure has a positive effect on promoting honest operation in the market, ensuring the quality and safety of vegetables, and enhancing the value of vegetable brands.

At the Shouguang Vegetable Wholesale Market in Shandong Province, Tang Guiquan, a large business owner from Maoming City, Guangdong Province, told reporters that after the implementation of the "real-name system" sales, his vegetables sold faster and more. Many customers went straight to his stall as soon as they entered the market. At present, more than 4,000 fixed wholesalers like Tang Guiquan, who operate in this market all year round, have implemented a "real-name system" for selling vegetables. The businesses that implement the "real-name system" sales in this market have accounted for about 80% of the total business households.

2. Strengthen scientific and technological innovation to improve the core competitiveness of agricultural brands

Liu Zhonghui, Secretary of the Shouguang Municipal Party Committee, told reporters that in the past few years, the Shouguang Municipal Party Committee and the Municipal Government have focused on strengthening the industrial advantages and brand effects of vegetables. As a breakthrough in the development of modern agriculture, great efforts must be made to achieve this goal.

Shouguang City fully taps advantageous agricultural product resources and builds an overall agricultural brand. In accordance with the principle of "planning a batch, cultivating a batch, maturing a batch, and launching a batch", they screened and queued up existing advantageous industries, advantageous products, and famous and special agricultural products to determine the direction of cultivation. They focus on cultivating brand-creating entities to strengthen the construction of leading agricultural enterprises and speed up the pace of trademark registration.

At the same time, the Shouguang Municipal Government has issued preferential policies, stipulating that enterprises, institutions or organizations engaged in the production, processing and operation of agricultural products in Shouguang will be awarded "China Famous Brand Agricultural Products", "Geographical Indication Products", "Shandong Provincial famous brand agricultural products" will be awarded a one-time reward of 500,000 yuan, 200,000 yuan, and 100,000 yuan respectively by the municipal finance in that year; those who have newly obtained national organic food, green food, and pollution-free agricultural products certification in the same year will be awarded one-time rewards by the municipal finance 10,000 yuan, 5,000 yuan, and 5,000 yuan; for those who establish agricultural standardization demonstration zones and agricultural standardization demonstration bases of the country, Shandong Province, and Weifang City, the municipal finance will award one-time rewards of 50,000 yuan, 20,000 yuan, and 10,000 yuan respectively. Yuan.

In addition, technological innovation is the main way for Shouguang to improve the core competitiveness of its agricultural brand.

In April 2008, Shouguang launched four melon varieties with independent intellectual property rights, breaking the monopoly of foreign companies in the high-end vegetable seed market. Dr. Miao Jinshan from the Shouguang Vegetable Research Institute told reporters: "Vegetable seeds are equivalent to computer chips, and some of their prices are higher than gold. Now foreign vegetable companies take away 33% of the bare seeds from Shouguang farmers every year. The quality of the melon varieties we launched in 2008 has reached the international advanced level, and the price is only one-fifth of foreign seeds. There are nearly 1,000 varieties of vegetables grown in Shouguang, and currently about two-thirds of the seeds come from abroad. We must speed up the research and development of improved varieties and strive to change this situation as soon as possible.” It is understood that the institute is currently experimenting and trial-growing nearly a hundred new vegetable varieties.

The development direction of agriculture is modern agriculture. The core of modern agriculture is standardization, and standardization is the lifeline of Shouguang vegetable brand. Now, facing the impact of the international financial crisis, the Shouguang Municipal Party Committee and Municipal Government have further proposed to turn the crisis into an opportunity and vigorously develop brand agriculture. At the same time, the development of branded agriculture will be used as an important means to expand consumption and stimulate domestic demand. For detailed reports, please see the Economic Daily on February 19th lt;lt;lt;

(Editor: Liu Liu)