Agricultural Digital Transformation Accelerates During Epidemic

The sudden coronavirus epidemic disrupted the past rhythm of production. However, digitally solving the difficulties encountered in agricultural production has become the choice of many farmers.
Farmers learn and exchange agricultural knowledge through the Internet, and agricultural capital enterprises use the new Internet platform for sales and technical guidance, which has gradually become the norm in agricultural production.

"These 200,000" rainbow melon "seedlings are our income for the past six months, and we will take care of each one carefully." At the end of February, Zuo Mingfei, a large planter in Jishui Township, Dancheng County, Henan Province, had more than a dozen greenhouses of fine watermelons. He did not germinate, which made him very anxious.

During the epidemic situation, he had to choose to seek help from seed sellers remotely. "We used to communicate often in the WeChat group. After the video communication, we found that the steps of soaking and drying the seeds were less before sowing." Zhao Zhikun, the head of Henan Yuyi Seed Industry Technology Development Co., Ltd. The amount of irrigation and the method of mulching, these 200,000 seedlings have now germinated. "

Opening Zhao Zhikun's WeChat interface, dozens of WeChat groups continuously pop up various kinds of agricultural exchange information. "We have more than a dozen groups of 500 people, and there are countless small groups that exchange topics based on planting varieties." Zhao Zhikun said .

Statistics from the China Internet Network Information Center show that in 2019, the scale of rural Internet users in China reached 222 million, and the proportion of Internet users who use mobile phones to access the Internet has risen to 98.6%. The Internet has become the most important way for farmers to solve agricultural and market information needs.

Following this trend, the transition to digitalization has also become the main development direction of the agricultural materials industry for farmers. For agricultural capital enterprises, the transition to digitalization is not only about online shop opening, but also includes various links such as community operation, agricultural technology guidance, and smart agriculture, and involves the entire process of agricultural production.

"During the epidemic, we opened nearly 700 live broadcasts, mainly including agricultural technology knowledge lectures, agricultural policy introductions and product introductions." Shen Bing, chief information officer of Sinochem ’s Agricultural Division, said, "Sinochem Agriculture is now encouraging us All channel resellers and partners are transforming into digital marketing. "

Sinochem Agriculture is mainly engaged in agricultural inputs such as fertilizers, seeds and pesticides, as well as modern agricultural services. At present, they have established a digital marketing team involving various aspects such as short video, consulting, live broadcasting, and community operations. During the epidemic, Sinochem Agricultural Integrated Weather Information and Remote Sensing Data agricultural management platform "Map Zhinong" promoted it for free, and the coverage area increased at a rate of 100,000 mu of farmland per day.

"The transformation of agriculture and agricultural materials industry to digitalization will certainly not be a gust of wind under the impact of the epidemic." Shen Bing said, "Digitalization will definitely be more important in the future."

The epidemic also made small and medium-sized agricultural enterprises realize that the traditional sales and Internet operation sales "two-legged walk" business method will become the normal state of the industry.

"In the past, when spring farming was such an important time, our salesmen have already traveled to various places, but this year mainly live broadcast." Said Zhang Jingjing, marketing manager of Shibang Agrochemical Co., Ltd. It lags behind, but now all peers are accelerating their transition to the Internet and new media. "

Shibang Agrochemical started new media marketing attempts in mid-2018. After the outbreak, they have already done 6 live broadcasts, including field management, drone spraying and agricultural technology Q & A. Each live broadcast has 40,000 to 5 Ten thousand people participated, the number was equivalent to about 500 field lectures.

"The Internet has opened up the intermediate link between agricultural enterprises and farmers." Zhang Jingjing said, "Our main products are more focused on field technical services, so we will not relax in traditional sales, but we will definitely 'walk on two legs.'"