It elite "countryside": agricultural Internet is mixed

"Abstract" in the eyes of the IT people, Ding lei pig is nothing new. Liu Rice, Li Zhi (micro bo) chicken, nine city cover organic farm, Lenovo brewed wine and started the aquatic products, "farming" is now popular. Is this an industry opportunity, or is it, as they say, just a "charity experiment"?　　Is this the wealth of the upstart from the food safety of self-help, or their "three farmers" to help the social salvation? Remember 10 years ago? Hubei Jianli County Yue Party Secretary Li Changping the book when the Prime Minister Zhu Rongji, dwelt "farmers really bitter, poor rural, agriculture really dangerous", became the 2000 Southern weekend figures.　　Wen, Deputy Secretary-General of the China Economic Reform Research Institute, was Dingzhou in Hebei province to revive rural construction, and was named the 2003 CCTV2 economic figures, nicknamed "Wen San Nong". At that time, the issue of "three agriculture" aroused the concern of the people, because of its "bitter", "poor", "dangerous" to the critical point, so that the central government issued "a document" for nine consecutive years to save.　　Today, the spotlight is again on the word "agriculture", but it is because modern agriculture has become the hot not to transport biomedical, new materials capital. "Scale, technology leadership, market differentiation positioning of the modern agricultural project profit space is very large, and the overall level of the industry is low, the threshold of high, state support, is our key investment in the industry."　　"Xiaoweizhong, a Shanghai Stone Capital Management partner who has worked in Wall Street for more than 10 years and has been a managing director at JPMorgan's China district, has seen a lot of agricultural projects in the country, and its investment in the Dalian Snow Dragon Black Bull is known to be comparable to Japan and cattle, and the benefits are" cash cows. "Although the price of Chinese agricultural products is undulating, the long-term trend is upward." Many categories such as pork, beef, even if the price of the world is not cheap, imports from the United States still have money to earn. It can be said that now in China to do agriculture, as long as there is capital investment, technical support, scale, profitability are considerable.　　Zhou Qihan, who has been studying agricultural industrialization for many years and is currently the dean of Nanjing Management College, has similar judgments. Reality confirms their point of view. In recent years, not only from the agricultural products processing start of the leading enterprises such as New Hope, double sinks, Cofco is advancing into planting, aquaculture industry-wide chain, steel, real estate giants such as Wisco, Fosun also determined investment in agricultural enterprises.　　The enthusiasm of venture capitalists to visit organic farms and high-end meat farms has even surpassed those of agricultural officials and agronomy professors, while offshore private equity funds are playing a money game in the two-tier market to collect Chinese grain and rice stocks. In this competition, the most personality is the IT team players: Pig's netease CEO Ding Lei, Rice's Jingdong Mall CEO Liu, feed chickens feed Ducks Word-of-mouth Network founder Li Zhi, open organic farms and online fresh shopping mall of the old "Nineth City", as well as by Liu personally established agriculture as one of the three major strategies,　　Has a stake in Hunan "Wuling" and Hebei "Qianlong drunk" two liquor enterprises, is in Wuhan Bai Sha Chau investment 1.2 billion aquatic cold chain Park Association Holdings. At the end of February 2009, Ding LeiThe "two sessions" of the East Province announced the pig raising, just a start.　　Agriculture = Second Battlefield of the Internet? "The bird Nostalgia Lin, Chi Mas." Land reclamation South Wild, keep humble return to Tian.　　"Hangzhou Tian Ecological Agriculture Development Co., Ltd. on its website borrowed Tao Yuanming's" home to Tian "verse with ink painting volume to explain the life ideal behind his business. Its office location, in the Xixi wetland near the Promised Land business park. This is a Alibaba (microblogging) early employees, Word-of-mouth founder Li Zhi launched a pioneering project incubator base, many of the entrepreneurs from Ali came to the.　　has transformed into angel investor Lee will also be his early projects focused here, more for mobile internet or electric business, contrasting the most "rustic" Tian a distinct personality. At the beginning of 2011, Li Zhi and two other friends from the Internet, communications industry together in Ningbo, Yuyao four-Ming Lake wrapped a few hills, raising chickens, six months later began to try to use Sina Weibo, Taobao platform sales, 150 yuan A, only for Hangzhou distribution. According to its CEO Wang Lie introduced, now Tian Habitat has been built poultry, eggs, a breeding base, product category also expanded to three varieties of chicken, two varieties of eggs, plus the duck and the native salted duck eggs. Currently, we are looking for a vegetable planting base in the vicinity of Hangzhou, which takes into account members ' ecotourism and the transfer function of eggs.　　In addition, of course, there are several founders of the old line-a direct from the table to the electric business platform. The same city, the same as the Internet, Ding Lei's pig has not been raised, Lee State of the chicken has been served on the table, which became the topic of the Hangzhou newspaper relish. In addition to the same emphasis on the use of antibiotics, not to eat synthetic feed, recycling economy, and netease investment, High-tech pig different, Tian Chicken duck flagship "original ecological" brand-pure natural stocking, and the village village village when the village of the same law. The internet gene mainly manifests in the circulation link: will the traditional vegetable company, the wholesale market, the multi-level dealer link all to go, replaces the sorting center, the community only two intermediate nodes.　　Control the price, but also control the risk, the same as the electrical business. Li Zhi said the project's original starting point is that three founders have just become a father, can't bear to let the children eat ingredients from the unknown food, and just know the village Branch party, think at least can solve borns, friends and family food safety problems. As a pillar of the family, the "whenever" of his sense of crisis is very strong, that "do not know what to eat these years will have a great impact on the body", "young people suffering from all kinds of cancer has been a symptom, but has not yet emerged on a large scale." Instead of betting on a pension to go into the market, he decided to be positive and "make the body a little healthier".　　Oneself, growing up on the internet, the generation of peers, have similar needs, the potential market space is no doubt, but how many people are willing to sit on the table criticisms another step-to pay for high-quality agricultural products, need him to control the size of the development side of the wait-and-see. In his view, the Internet people collectively "farming" is not a amateurs, but the online competition white-hotLine continuation. Online games, instant messaging, social networks, video, electric dealers, the virtual world in the overall situation has been set, the future opportunity lies in the combination of traditional industries. Which industry to cross depends on the understanding of the consumer market by different companies. Chicken in his eyes, is a O2O (online to Office) Internet project. He has also invested in a number of O2O projects in modern services, which are intended to make the internet of haircuts, photography, catering and tourism. The characteristic of agriculture is not dispensable consumption, but the necessities of life.　　Perhaps "detonated" late, the release of energy will be even greater. This may be the reason why Ding lei "personally" to pig. You know, Liu only invested hundreds of acres of organic rice in his hometown of Suqian, producing rice mainly for relatives and friends and employees.　　Li's status as a Tian, but also more investors. But, to put it another way, the Internet veterans who have been through a long period of loss know better than anyone else to wait, waiting for the market to warm up and waiting for the pioneers to boil the water.　　Just like lei (micro bo) do millet mobile Taste the sweetness, 360, Baidu, Grand, Ali will be tied with a heap of "crash machine" like, if Ding Lei pig success, hit "Pig", hit "chicken", hit the "cow", no impossible.　　Is the Internet of agriculture a joy or a worry? Internet people have always been super confident, that their young, open, team spirit and thinking ideas are at the forefront of understanding consumers, mastering the channels to reach consumers, pay attention to the advantages of user experience can be applied to any industry.　　Even further, as Ma said, all future industries will be internet.　　Such a group of people to do at the moment is very opaque, the knowledge and technology content is relatively low, basically no user experience can speak of agriculture, will not take the usual road. Take the same as "fruit powder" ding lei, Li Zhi, the two people think that Apple's closed system relative to Android's open platform for the user experience better, more controllable, but also more suitable for the quality, security for the lifeline of agriculture. From this point of view, the traditional "Company + peasant household", or for example-"Mengniu + tens of millions of dairy farmers", like the open platform of Android, you can not control whether the dairy farmers to feed the cow aflatoxin diet, whether the milk added melamine or cow urine.　　Moreover, the software can not be used to unload, toxins into the human body will not be reversible, and may even be fatal. is to ding lei pig, to some extent, the idea that his idol jobs built the App store was similar: to make his own perfect product--whether it's an iphone, an iOS system, a pig farm, pork, and a limited opening up to an approved developer--as NetEase promised to make the pig model public to society,　　encourage emulation. The dream model from the Internet can be used for agriculture, Jiangsu Province, the chief expert in pig health breeding innovation team, Nanjing Agricultural University, director of the Pig Research Institute Huang Ruihua said he did not agree. Self-said is NetEase loyal user he has been concerned about ding Lei pig breeding related reports, from his professional angleDegree, the 2007 National introduction of pig farming subsidy policy is netease pig one of the incentives, NetEase seems to be in the real pig, but also really do not know pig. NetEase, for example, intends to produce feed from a feed plant. "They may think that only their own procurement of feed raw materials, their own processing is the cheapest and safest, which is actually rollout consciousness." A single pig farm, the size of the difficult to support the recruitment of specialized feed analysis personnel, feed Formula Division, the establishment of the exclusive feed analysis room, it is difficult to ensure the rationality of feed formula, flexibility, not easy to control the feed raw materials, production processes, finished product storage quality. This is not for netease, in fact, in addition to Guangdong Wen Group, such as large-scale agricultural one-stop enterprises, I do not recommend any small and medium-sized aquaculture enterprises to produce their own feed. The operation has specialized, the professional feed production enterprise has the ability to grasp the feed quality. If you are concerned about the abuse of antibiotics, synthetic drugs, they can be customized without the addition of special feed. Because these things are the feed production after the completion of the demand side of the general requirements of the additional, the problem is the cognitive misunderstanding of the farming enterprises, rather than the subjective will of the feed manufacturers. "Again, for example, NetEase hired Pig farm planning and design and construction team have only built habitat, in Huang Ruihua view, and then high-end experience does not mean that the human habitat can build ideal pigsty, because" completely different requirements. " "The pork market is not ideal, and many enterprises that have been raising pigs since 2007 have been subsidized and the pig farms are empty," he said. If NetEase really want to work hard into the pig industry, I suggest that they take advantage of the current stage of construction to find a real understanding of modern pig farming experts to discuss the feasibility and risk of existing schemes. The hidden threshold of raising pigs is actually very high, once one foot stepped in, regret may be too late. "It's just a matter of discussing the benefits of Internet-type pig farming," he said. In China, the country of 1.3 billion national and 900 million farmers, agriculture has never been a pure economic proposition, but has its sociological implication.　　Agriculture is responsible for not only food, but also opportunities for rural development and the welfare of farmers. Since the late 80, attracting industrial and commercial capital into agriculture, agricultural industrialization has been the direction of high-level encouragement, the state has introduced a lot of tax relief, land expropriation preferential policies, but in recent years there has been a tightening trend. Some people do not engage in farming, and turn to the development of real estate or as a private manor is only one reason. The deeper reason is that large enterprise-led large-scale, factory production occupies a huge amount of land, the digestion of labor is very small, the rural form and the interests of farmers are greatly impacted. This is the reason that Japan, which is similar to China's small-scale peasant economy, has not allowed industrial and commercial capital and social capital to be engaged in agriculture since the "Second World War" after the land reform until 2001 for 60 years. Taiwan and South Korea imitate Japan, and for a long time, the subject of the legal person engaged in agriculture is only allowed to be integrated association, peasant associations and other farmers cooperation organizations.　　The Zhou Qihan of the Comparative Study of agricultural industrialization in China and Japan has long been explained. In his view, the controversy behind the "capital to the countryside" is the difference between the two values: excellentFirst consider the development of agricultural industry, or the interests of farmers. The tradeoff is to encourage capital to enter the "back-process" of agriculture-processing, rather than production-planting, farming, and especially the direct use of land for cultivation.　　But now the market opportunity of agriculture is to a great extent the food security crisis reverse production link change, this is contradictory. Investors and operators who are bullish on agriculture have generally expressed dissent and no understanding that the Director of the Office of the Central Rural Working Group Chen repeatedly declared "cannot shake the status of peasant household management" and "discourages the large-scale direct participation of industrial and commercial capital in agricultural operation".　　Of course, they are in the industrial outlook, investment money, urban perspective, consumption angle-this is the way the Internet people think. It is understandable that farmers ' welfare is not their responsibility. But policy risk is a hidden danger.