What is "12221"? It is the action guide for Xuwen's pineapple to achieve both production and sales, and the marketing guide for Guangdong litchi to spread across the Internet. It is the out-of-circle code for specialty agricultural products such as Meizhou pomelo, Suixi pitaya, Chengcun oyster, and abalone. In the process of developing modern agriculture, one of the new models of agricultural development that can be replicated and popularized has been successfully explored.

On the afternoon of December 11, the agricultural product market system "12221" digital marketing cryptographic cloud forum was held in the press hall of the Research Institute of the National Modern Agricultural Industry Science and Technology Innovation Center in Guangzhou. The promoters, builders and practitioners of the Guangdong agricultural product "12221" market system gathered , In-depth discussion of the "12221" digital marketing code for agricultural products market, which is the agricultural product market system“12221”建设出谋划策。同时，会上启动广The 2021 sailing ceremony of the East Agricultural Products "12221" market system. The forum was carried out in the form of a combination of online and offline, and it was simultaneously broadcast live on multiple platforms such as the Guangdong agricultural product "guaranteed supply, stable price and peace of mind" digital platform, Nanfang+, Xinhuanet, Tencent Weishi, and Electric Shock.

Guangdong agricultural product "12221" market system sets sail in 2021

Guangdong's Experience in Agricultural Product "12221" Marketing

In recent years, the agricultural and rural system of Guangdong Province has taken Xuwen pineapple, Guangdong lychee, and Meizhou pomelo as a breakthrough point to explore and promote the “12221” marketing action of Guangdong agricultural products, and gradually renew citrus, dragon fruit, orchid, tea, tea, shrimp, Special agricultural products such as Chengcun oysters were promoted to promote the effective connection between the production and marketing of bulk superior products, and actual results were achieved.

According to Chen Guangli, member of the Standing Committee of the Xuwen County Party Committee, under the guidance and support of the Provincial Department of Agriculture and Rural Affairs, Xuwen County is actively carrying out the Xuwen Pineapple "12221" market system construction action. Under the influence of the epidemic, it will promptly change marketing methods, innovate working mechanisms, and pay close attention to buyers. The market is bullish, the Xuwen pineapple "12221" online procurement through train model has been launched, and the leadership endorsements have led the whole people to bring goods and export to the world. They have effectively solved the sales difficulties of Xuwen pineapples under the epidemic and won a pineapple sales reversal.

Chen Guangli, Member of the Standing Committee of Xuwen County Party Committee

The successful marketing experience of "12221" is not only used in Xu Wen's pineapple, but also in Guangdong's lychee. Cen Xieming, deputy mayor of Gaozhou Municipal People’s Government, stated that Gaozhou adheres to the deployment of the "12221" agricultural product market system, combines actual conditions, pays attention to and continues to promote the industrialization and branding of Gaozhou litchi, and unites the "media + e-commerce + purchaser" three Each group carried out "3+8" promotional activities, explored the two-way force model of online and offline markets, and fully promoted the marketing of lychee. In 2020, the production of litchi in Gaozhou was 200,000 tons, an increase of 41,000 tons from 2019. Although affected by the epidemic, the price of litchi purchases increased by 40% compared with previous years, driving the city's fruit farmers to increase income by more than 1 billion yuan.

Cen Xieming, Deputy Mayor of Gaozhou Municipal People's Government

In the construction of the "12221" market system, government-led and enterprise participation have sounded the clarion call in the entire industry chain. Huang Dexian, general manager of Guangdong Shiji Fruit Industry Co., Ltd., said that diversified marketing and publicity play an important role in achieving both brand and sales promotion for Meizhou Pomelo. Meizhou Pomelo has increased the exposure of Meizhou Pomelo by combining online celebrity live broadcast, short video marketing, and online celebrity delivery.

Huang Dexian, General Manager of Guangdong Shiji Fruit Industry Co., Ltd.

Multi-dimensional construction of "12221" agricultural product market system

The second-level inspector of the Party School of the Guangdong Provincial Committee of the Communist Party of China stated that, based on the construction of the "12221" market system based on the integration of urban and rural development in the metropolitan area, the production and processing of agricultural products and agricultural models should focus on standardization; at the same time, a modern agricultural industry system, production system, and management system should be constructed to achieve Large-scale construction; and relying on landmarks and brand products to create a refined and extreme industrial chain, so that brand products have their own traffic, culture and value.

Statement by the second-level inspector of the Party School of the Guangdong Provincial Committee of the Communist Party of China

In the construction of the “12221” market system for Guangdong agricultural products, it is clearly stated that one is to develop a team of purchasers in sales areas and the other is to cultivate a team of local brokers. "We organize a team of buyers to Zhanjiang, Maoming, Huilai, Meizhou, and Chaoshan to promote production and sales. At the same time, we organize Cantonese to bring Guangdong brand agricultural products to Beijing, Shanghai, Hangzhou, and Chongqing to expand Sales area market.” Cai Lijun, deputy curator of the Guangdong Agricultural Exhibition Hall, said that the role and strength of the buyer alliance will be fully utilized to do a good job in the marketing of agricultural products, and to establish a solid and condensed team of reliable buyers.

Cai Lijun, Deputy Director of Guangdong Agricultural Exhibition Center

The construction of the Guangdong agricultural product "12221" market system has now formed a model that can be replicated and promoted, and it has continued to innovate in practice. Dr. Liu Yicun, the market special class of the Department of Agriculture and Rural Affairs of Guangdong Province, and the deputy director of the Development Planning Office of Zhongkai Agricultural Engineering College, understood the "12221" inter-provincial cooperation activities in "Southern Fruits, North Fruits, North Fruits, South", and Guangdong Agricultural Products "Guaranteed Supply, Stable Prices and Peace of Mind" action , "Network Festival + Cloud Exhibition" production and sales docking, digital agricultural innovation and other innovative practices. He said that "12221" forced industrial upgrading and played an important role in improving the industrial chain and supply chain. It was necessary to overcome the difficulties of Guangdong agricultural "12221" in expanding export markets and supply chain finance.

Dr. Liu Yicun, Deputy Director of the Development Planning Division of Zhongkai Agricultural Engineering College, Special Class of Market of Guangdong Provincial Department of Agriculture and Rural Affairs

"It takes multiple dimensions to create a regional brand of agricultural products." Huang Yuru, the project manager of Tencent's Weishi Sannong category, introduced that Tencent's Weishi is currently the first country live broadcast of micro-variety "strongest partner" and "Naixue's" in the entire network. "Tea + Tencent Microvision's Dream Linkage" and other aspects have made multi-dimensional innovations. In the future, the platform will continue to upgrade its IP, create a "three rural +" content ecosystem, and complement resources to form an agricultural digital economy industry matrix.

Huang Yuru, Project Manager, Sannong Category, Tencent Microvision

Talking about the development of "12221" digital marketing

At present, as my country enters the era of agricultural big data, big data drives the transformation of the agricultural product supply chain, applying information technology such as the Internet, big data, and 5G to practical work. For example, Xu Wen pineapple big data circulation. "Our platform will track and release the prices of origins every day to provide buyers with information and reference; at the same time, it can predict future market trends and guide farmers' market production." Weng Zhiquan, general manager of Guangdong Sannong Internet Technology Co., Ltd., talked about China's pineapple Xuwen's superior production area Analyze and report production and sales big data.

Weng Zhiquan, General Manager of Guangdong Sannong Internet Technology Co., Ltd.

Xu Hongzhao, director of the commerce department of Guangdong One-Mutian Network Technology Co., Ltd., showed the case analysis of Xu Wen's pineapple and Guangdong agricultural big data. He said that data will drive changes in the supply chain of agricultural products, such as obtaining implementation process data and solving data production and application problems. In the future, the construction of a big agricultural data platform will be carried out at the core of Microsoft's "data".

Xu Hongzhao, Director of Commerce and Trade Department of Guangdong One Person One Mutian Network Technology Co., Ltd.

Digital agriculture has become the mainstream outlet for agricultural development, especially in response to the sales problems of agricultural products, using big data and artificial intelligence (AI) technology to help companies comprehensively improve sales efficiency. Li Zhuofeng, director and marketing director of Guangdong Zhongli Agricultural Group, said that compared with the traditional and blind sales methods in the past, marketing relies on the establishment of online marketing platforms to open up the digital sales channel, and is no longer limited to the passive offline customer acquisition model. To sales automation, automation and precision.

Li Zhuofeng, Director and Marketing Director of Guangdong Zhongli Agricultural Group

This forum is one of the series of sub-forums of "On the Fertile Soil, Digital Light" 2020 World Digital Agriculture Conference. It is hosted by the 2020 World Digital Agriculture Conference Organizing Committee, Guangdong Agricultural Exhibition Hall, Xuwen County People’s Government, Gaozhou People’s Government, Undertook by Southern Rural Newspaper, and co-organized by Zhongkai Agricultural Engineering College, Guangdong One Person One Mutian Network Technology Co., Ltd., Tencent Microvision, Guangdong Zhongli Agricultural Group Co., Ltd., and Guangdong Shiji Fruit Industry Co., Ltd.