New agriculture is relative to traditional agriculture. If traditional agriculture is "fighting for the sky and land", it depends on the sky to eat; Then the new agriculture is "man can conquer nature", and we should get rid of the bondage of natural laws to agriculture. The development of new agriculture presents five directions, and the expanding scene is very interesting.
One is technological reengineering,
Through the power of technology, agriculture has become more efficient. Such as molecular breeding, intelligent greenhouse, plant protection drone, soil remediation and soilless culture. ...
Second, functional extension,
Agriculture is not only planting and breeding, but also has many functions such as ecological conservation, leisure and sightseeing, cultural experience, healthy old-age care and so on. How to tap these functions of agriculture?
1, agriculture+tourism. Take the leisure agricultural park as the main carrier to develop agricultural leisure, sightseeing and tourism. For example, Putian Manor in Beijing, around the grape industry, extends the grape popular science experience, winery, grape processing experience, grape brand display, grape special catering and other formats. The theme of leisure agriculture has become the general trend. In addition to category themes, some new themes have begun to appear.
For example, the pastoral photography farm around pastoral photography adopts the way of "pastoral scene+costume props+professional photography" to attract beauty lovers to punch in and take pictures, leading a new fashion. Chengdu Fanpu Farm is a typical representative.
2. Agriculture+education. Nature education and agricultural research are the main forms. Under the policy of "double reduction", outdoor education on farms will usher in spring.
3. Agriculture+culture. Relying on rural characteristic resources, build theme cultural farms or villages. Among them, the excavation of rural culture is a difficult point. It can be excavated around cultural buildings, cultural landscapes, cultural products and cultural activities.
Third, model innovation,
"Internet+Agriculture" Rebuilding Supply Chain. With the rise of the Internet in the agricultural industry, the supply chain of the agricultural industry is being transformed and become more efficient. Including: focusing on the "+internet" at the front end of the industrial chain, providing services for agricultural production enterprises and solving problems such as standardized breeding, agricultural materials supply, technical services and financial services; Internet plus, which focuses on the back end of the industrial chain, serves terminal enterprises and consumers, providing food procurement, shopping experience and healthy agricultural products.
The "+Internet" at the front end of the industrial chain is more concentrated in industries with high standardization, such as raising pigs, chickens and fish. The "internet plus" at the back end of the industrial chain is more to meet the supply of high-quality ingredients and people's demand for healthy food.
Fourth, the scene is reshaped.
The upgrading of production and consumption has created more possibilities, and new species and new scenes are constantly presented. Such as live e-commerce, cloud farm, internet chicken raising, VR farm experience, immersive rural tourism and so on. Give two examples.
1, Agriculture+Meta-Universe: What kind of spark will it spark when cutting-edge technology meets agriculture? Hyperuniverse is a hot topic at present, and there are opportunities in agriculture. It is embodied in the application of VR and AR technology in agricultural production, trading and consumption. For example, in agricultural production, there are virtual plants, simulated pests and farm farming; In the transaction link, the application of VR technology can help consumers better understand the source information of agricultural products; In the agricultural experience, related leisure experience projects can stimulate the imagination and creativity of tourists.
2. Immersive rural tourism: consumers pay for the experience scene. As a marketing method that emphasizes experience and participation, immersive experience has been more and more widely used in the cultural tourism industry. This new gameplay is also gradually infiltrating into leisure agriculture and rural tourism. For example, immersive exhibitions, immersive restaurants, immersive performing arts, and immersive accommodation.
The fifth is brand empowerment.
Strong brands enhance the added value of agriculture. In the smile curve of agricultural industry, agricultural production is the link with the lowest added value. To increase the added value, we should either extend to the forefront and take the road of specialization and science and technology. Either extend to the back end and take the road of industrialization and branding.
As far as brand building of agricultural products is concerned, a key point is that agricultural products not only have functional value, but also have emotional value. For example, Plum DreamWorks has told many beautiful stories for plum wine. Palm Valley is cooking with temperature and selling a healthy lifestyle.