Source: Economic Daily
Driven by the power upgrade power, coupled with the enhancement of the awareness of the health and safety of the whole people, organic products came into being. In particular, organic foods that ensure the safety of consumers are more and more popular with the public. Liu Rui, a full -time mother who lives in Dewai Street, Xicheng District, Beijing, told reporters: “The most consumed is organic milk. The three yuan brand of organic fresh milk is about 7 yuan per bottle, which is more expensive than ordinary milk. Shopping a few more bottles for children to drink, and it will be out of stock when it goes late. “
According to statistics, my country’s organic food consumer market is growing at a rate of 25%per year. However, during the interview, the reporter found that many consumers did not buy such organic agricultural products from production, processing to processing to dining tables and tongue. Some people say that it is too expensive and can’t afford it; some people say that they are difficult to distinguish and dare not buy it; others say they are gimmicks and concepts.
So, what are the obstacles to the development of organic products in my country? How to identify true and false organic products? How can organic products really enter millions of households?
The market is getting better
Nowadays, more and more traditional food and retail companies have added organic categories to advocate the concept of music living, environmental protection and sustainable consumption. New generation consumers are not only willing to buy high -quality products, but also pay attention to the impact of production and lifestyle on the environment.
“The concept of green consumption is becoming more and more popular, and consumers have a significant awareness of green consumption.” Cui Zhenling, Dean of the School of Resources and Environment of the School of Resources and Environment of China, is interpreting the 2021 “China Organic Product Certification and Certification and Certification of Organic Products and China Agricultural University and China Agricultural University. The Organic Industry Development Report said that in 2020, my country issued a total of 2.7 billion organic products signs, and the total sales volume of China’s organic products reached 999,000 tons, with total sales of 80.45 billion yuan.
The report also shows that as of now, a total of 14,000 companies in my country have obtained 22,700 organic product certification certificates. The area of organic crops obtained in 2020 reached 2.435 million hectares, an increase of 18.6%over 2019, ranking fourth in the world.
The demand for the consumer market is the main driving force for the development of organic industries. In recent years, with the popularity of the Internet, people are no longer unfamiliar with the concept of “organic”, but currently there is a gap between my country’s organic products consumption capacity than other countries. According to the report, the global consumer organic food was 108 yuan per capita consumer food in 2019. Among them, Denmark and Switzerland consumer organic foods were 2683 yuan per capita, and the first place was tied, while the per capita consumer organic food was 57 yuan, only about half of the global level.
“The production of organic products is necessary to increase cost investment, resulting in higher prices of organic products. However, consumers cannot understand the actual operation of organic production and cannot understand the reason behind the organic product ‘high price’. The sales volume and economic benefits of the product are difficult to effectively improve, and even affect the production enthusiasm of the producer of organic product. “Cui Zhenling said that there is currently no widely used, highly well -known, highly credible organic agricultural product exhibition platform, online and offline The layout of the sales network is still incomplete. Some farms can only rely on their own forces to develop the organic agricultural product sales market to solve their own sales problems.
Farewell to “Guimi Beauty”
“Gui” has always become synonymous with organic products. A pack of organic dishes on the market is tens of dollars, and the price of high vegetables dispels many consumers. “The planting cost, labor cost, loss cost, and certification cost of organic vegetables are far higher than ordinary vegetables. These are also the main factor for pushing the price of organic vegetables.” Huang Zhen, chairman of Shanghai Wanhe Agricultural Technology Development Co., Ltd., told reporters that reporters told reporters For example, 200 acres of organic cultivation, about 30 workers cannot rest a day, but the production of the planted production is only one -third or even quarter of ordinary vegetables.
The hard work planted organic dishes, but did not stabilize the customer group, the sales were difficult to guarantee, and it was a loss. Fortunately, relying on the transparent supply chain created by “Internet+Agriculture”, under the boot of e -commerce, new sales models such as order agriculture, precision sales, and community group purchase have penetrated into thousands of households, which largely subvert the traditional organic consumer market. structure.
“For a long time, the high price has led to a long period of organic dishes and lack of freshness management. The farmers do not sell anything about what they sell.” Liu Liangchao, the purchasing director of Hema (China) Co., Ltd. In 2020, Hema released its main organic vegetable new brand Hema Organic Organization. The organic vegetable planting bases that cooperated in cooperative construction have increased from the initial 4 to now more than 100, spreading over more than 20 provinces and cities across the country, and launched more than 100 products throughout the year.
It is no longer a new thing to buy organic green leaf vegetables and eggplant fruits throughout the year. Hema implements an order planting model, 2 to 3 months in advance to issue a planning plan for the cooperative planting base, and use the differences in the geographical temperature conditions of various regions in China to achieve “South East Delivery and North Caipan Southern Transport” through the supply chain capacity. The worries of farm sales.
Accelerated integration of online and offline, consumers’ organic vegetable consumption habits are developing, and the high price of organic dishes has also been “pulled off.” Data show that since the launch of its own organic dish projects, the sales of Hema Organic vegetables in vegetable categories have increased from 8%to 20%now; in August this year, Hema’s own brand “organic fresh” sales year -on -year Grow more than 30%.
As the largest organic farm in Shanghai, 70%of Wanhe’s production capacity is dedicated to Hema. “Since signing a directional planting agreement with Hema, our lettuce has been reduced from a dozen dollars to a minimum of 3.8 yuan, and there is a certain profit space.” Huang Zhen said.
Jingdong Supermarket led the establishment of China’s first organic alliance. Liu Lizhen, president of the JD Retail Group Charity Super Channel Business Group, introduced that the alliance is committed to creating organic industry standards, providing organic brand support plans based on omni -channel, global marketing, and all -user operations. Industrial ecology provides consumers with healthy and safe organic foods.
Not long ago, Jingdong Supermarket and Douyin jointly created the “Double Platform Organic Life Festival”. With the content and traffic weapon of the Douyin live platform, complete the organic consumption scenario link to JD Supermarket, and link multiple media and experts to jointly output the list of organic products. Jingdong Supermarket has also further released the platform’s supply chain advantage, providing additional incentives for emerging brands and products, and building new track marketing tracks.
Identification is really “organic”
“Now the” organic ‘in life, many teahouses and teahouses say that they are operating organic tea, and even the Mid -Autumn Festival moon cakes claim to be organic. Our consumers are afraid of the guise of marketing marketing. ” Peng Manxiu told reporters.
The development of organic products can improve food quality and safety and promote sustainable agricultural development. Some ordinary agricultural products on the market are near the brand, “organic”, and chaos such as the inspection and supervision session. Under the opportunity of organic consumption supply and demand, the biggest difficulty facing consumers is how to choose a real organic product from the mixed products of fish and dragons.
The lack of information on organic product certification signs, organic codes and certification agencies. Some enterprises and planting bases have established self -examination standards, which can be traced back to the entire process of production information such as seed sources, sowing and harvesting time. Zhang Jibing, director of Nanjing Guohuan Organic Product Certification Center, said that for enterprises, the production of real organic products reflects not only the social responsibility of the enterprise, but also drives the industry to form a regularization. In the future, high -quality organic certification will also be committed to building a “production and sales docking” platform to help new retail and drive industrial transformation and breakout.
Wu Wenliang, a professor at the School of Resources and Environment of the Chinese School of Agricultural University, believes that if you lose trust in the market and consumers, the development of the industry will inevitably encounter a bottleneck. To solve this problem, you can start with the development of membership system, providing community support and policy support, so that some consumers can buy them first.
“In order to improve the awareness of consumers, the government and industry authorities and related practitioners should increase their promotional efforts to organic products.” Cui Zhenling said that strengthening the publicity of organic products enables consumers Accept the reasonable premium of organic foods, thereby guiding the market mechanism to give full play to, promote the formation of the “high -quality and high -quality” price mechanism, promote the sustainable and healthy development of related industries, and give full play to the benign mechanism that drives the market and drive production by the market. (Economic Daily reporter Guo Jingyuan)