Great health is the direction of agricultural scientific research-Agricultural Great Health·Wan Xiangjun: Plan for Functional Agriculture
Reporter Hu Ligang News China News Editing Network China News Editing Network Planning Research High-quality health returns, and the same origin of medicine and food is the ideological foundation of the big health industry.” Mouding Research·Agricultural Great Health, Executive Committee of the All-China Federation of Industry and Commerce, Director of the China Economic and Information Research Center, and Director of the China National Conditions Research Center of the National Policy Research Office Wan Xiangjun said: Is it possible to draw a conclusion from this: Great health is the inevitable direction of agricultural scientific research?
Illustration: Wan Xiangjun, executive member of the All-China Federation of Industry and Commerce, director of the China Economic and Information Research Center, and director of the China National Conditions Research Center of the National Policy Research Office, Xu Wanbang, Ph.D. Li Xigui, former deputy director of the Guangzhou Institute of Trace Elements, Zhang Bingxing, president of the South China Branch of the China Bolian Innovation Technology Research Institute, Cen Zijian, co-founder of the many-to-many smart life platform, and Cen Zijian, chairman of China Financial Holdings Group and Guangdong Congyu Agricultural Group Accompanied by the controlling shareholder Lin Yuhao, he investigated and inspected Congyu Agricultural Group Co., Ltd.
Illustration: Shandong Weifang Yuquanwa planting professional cooperative agricultural industrialization operation.
Agricultural health
It is the inevitable direction of agricultural scientific research
Recently, the reporter interviewed researchers in the relevant research fields of Shanghai Academy of Agricultural Sciences and found that in recent years, Shanghai Academy of Agricultural Sciences has put forward the transformation idea of "big health as the direction of the discipline". The research and development of new varieties of functional vegetables and flowers, input control, and new facility cultivation have activated the enterprising spirit of the scientific research team, especially the young team, and achieved many results.
"Judging from the consumption trends at home and abroad, great health is the inevitable direction of agricultural scientific research. I hope that the discipline capabilities and team building of the Shanghai Academy of Agricultural Sciences will keep up with the pace of consumption upgrades, and that scientific research results will resonate with market demand." Shanghai Agricultural Sciences Cai Youming, secretary of the party committee and president of the academy, said.
Wan Xiangjun, director of the China Economic and Information Technology Research Center, director of the National Research Institute of China Economic and Information Research, and host of the China Economic and Information Research National Conditions Forum, said: the agricultural industry is upgrading towards modernization, fast digestion and health; the health industry is moving towards food and base agricultural extension. He said: "The two major industries are facing each other with opposite starting points and ending points. They are becoming more and more cross-border, and the content of the industries is becoming more and more similar. This is no longer an isolated phenomenon."
For example, some agricultural industrialization enterprises have seedlings and bases at the forefront of the industry, and export trade products of tomato paste in vats in the middle. Table food and fast-moving products include fruit and vegetable beverages such as seasoned tomato paste and tomato juice, which have the highest health value. The end is also the end of the industry with lycopene, a pure natural health product.
"Some pharmaceutical companies have made great efforts in food in recent years, and then set up bases to make healthy products daily and quickly digested, and have been at the forefront along the industrial chain-the base, just like an agricultural enterprise." Wan Xiangjun said: The arrival of the era of big agriculture and big health is an economic law and a world trend. This is the practice that developed countries have gone through! He said that my country has also reached an important historical stage of consumption upgrading and industrial upgrading. When the Healthy China Plan and the Rural Revitalization Plan are introduced one after another, the integration and symbiosis of the two major industries of big agriculture and big health will constitute a law of compound industries that will profoundly affect China's market structure in the next 20 years.
We found that many non-agricultural capital and entrepreneurs have turned to modern agriculture, and they all come from the most profitable industries, such as real estate, coal, energy, finance, medicine, IT, building materials and so on. This situation is more and more, showing a trend. Why did they choose to do farming after making money? Their answers were unexpected and reasonable. "Agriculture is a career, and it's a career worth devoting your whole life to!"
"Modern agriculture pursues respect for life and cherishing health, not purely making money, but a career." Wan Xiangjun said. When the accumulation of entrepreneurs' wealth has become a purely digital change, and there is no need to frantically pursue money, when consumers in a country generally change from eating well and eating well to eating well and eating healthy , the agricultural and health industries are bound to be sought after by entrepreneurs who are not short of money and who pursue the value of life. This is the necessity of my country's economic development and consumption upgrading, and it is also the necessity of enterprises' self-upgrading!
Pictured: Director Wan Xiangjun, accompanied by Liu Xiangdong, chairman of the Yuquanwa Planting Professional Cooperative in Weifang, Shandong, investigated and inspected the ecological cycle planting park of the Wei'an Road Rural Revitalization Demonstration Zone.
Illustration: Director Wan Xiangjun, accompanied by Luo Weiquan, deputy mayor of the People's Government of Yingde City, Guangdong, and Lin Cuirong, deputy secretary of the Party Committee and mayor of Wangzhen Town, Yingde City, visited Wangbu Town of Yingde City, Yingde Black Tea Culture, Yingde Haiqi Ecological Agriculture Development Co., Ltd. conducted a research and investigation.
Pictured: Director Wan Xiangjun is in Zou Jianhua, deputy director of Ganzhou Agricultural and Rural Bureau, Yuan Jie, chief of the Marketing Section of Ganzhou Agricultural and Rural Bureau, Li Guochun, executive member of the Shangyou County Committee of the Communist Party of China, Zou Fenfang, executive organization director of the county party committee, and Zou Fenfang, deputy director of the county government. Accompanied by Liu Daojun, the county magistrate, Xue Jiayu, director of the County Agriculture and Rural Affairs Bureau, and Xiao Jun, director of the County Industry and Information Technology Bureau, they conducted a research and investigation on the agriculture of Shangyou County.
Illustration: Director Wan Xiangjun, accompanied by Ding Wenping, deputy governor of Enshi Tujia and Miao Autonomous Prefecture, president of Hubei Selenium Industry Association, and Chu Zhen, chairman of Enshi Deyuan Health Technology Development Co., Ltd., conducted a research and investigation on Enshi's selenium industry.
The time has come
An outlet for big agriculture and big health industry
Wan Xiangjun said: "There are two major industries here that are driving this trend forward. One is the agricultural industry and the other is the health industry." Focus on food, and then build a base to make healthy products routine and fast to digest, and along the industrial chain to reach the forefront-the base, just like an agricultural enterprise.
This is the trend! The arrival of the era of big agriculture and big health is an economic law and a world trend. This is the practice that developed countries have gone through! my country has also reached an important historical stage of consumption upgrading and industrial upgrading. The integration and symbiosis of the two major industries of big agriculture and big health will constitute a law of compound industries that will profoundly affect China's market structure in the next two decades.
Today in developed countries, it has basically been realized that all food products are safe and reliable. Consumers are assured of regulators, and companies have a relatively high sense of social responsibility, and dare not violate laws and regulations. Even suspected problems are found and immediately recalled. The New Zealand Fonterra tainted milk powder incident was later proved to be an oolong, which further shows that the inspection and response mechanism is not a decoration, and the company can bravely shoulder the responsibility. In Taiwan, there are too many foods on the market marked with "health food" logos similar to the little blue caps in mainland China. The trend of whole health and high health in the food market is very obvious. Now, the era of great agriculture and great health in our country is about to begin, and an era of complete safety and complete health is coming!
Why do you say that doing agriculture is doing business? One is: only conscientious, responsible and responsible entrepreneurs are qualified to do agriculture. The character "food" is composed of a character for "human" and a character for "liang", which means that people without conscience are not qualified to make food.
Premier Li Keqiang said: "Without health, there will be no well-off society. Meeting people's health needs is a basic duty of the people's government." Problems are opportunities. Many entrepreneurs have clearly seen that this is a major opportunity for industrial restructuring and upgrading, and that this is a precious opportunity for entrepreneurs to be respected and realize the value of life!
When Liu Chuanzhi talked about why Lenovo wanted to engage in agriculture, he talked about his own personal experience. He said that once when we were discussing a project in a foreign country, an official from the government of the other party asked us about food safety issues, "You can't even handle the food you eat, and it was published in the newspaper. What intellectual property rights are you talking about? Believe it?" Liu Chuanzhi kept in mind the "choke" this time, he said, we must make safe, high-quality healthy food, and we must be a company that people really trust and respect. Why can't we do well?
The advent of the era of big agriculture and big health is not only a passive solution to the safety of Chinese food, but also the inevitable upgrading of China's economy, industry, and consumption. It is the responsibility of many entrepreneurs to take the initiative!
The second is: the return on investment in big agriculture and big health is very rich, and it is the first choice of excellent investment fields for business entrepreneurs. The investment in the agricultural industry is long and the effect is slow, and it is precisely because of the long investment and the slow effect that the return is more generous. Because there are relatively few people and companies who can persist, high-quality products are always in short supply, and the competition for high-quality products is not fierce.
Entrepreneurs who devote themselves to agriculture with the mentality of doing business have a common characteristic that they are not short of money. If you are not short of money, you will be long-term, and you will not be eager for quick success. This is necessary for high-quality agriculture and modern agriculture. Therefore, the field of big agriculture and big health is an excellent investment field of choice for business entrepreneurs who are not short of money.
big agricultural export
In and grasp the big health market
We now look at the 4-chain model of "supply chain, brand chain, channel chain, capital chain/service chain": First, big agriculture is born with the "natural" genes and "natural" advantages of cross-border big health; I always insist on agricultural The strength of the company actually lies in the "supply chain", so the agricultural enterprises that can strengthen the supply chain brand will be more comfortable as they move forward.
Agriculture is relatively easy to be blocked in the channel chain. In recent years, many e-commerce platforms have even removed agriculture-related categories. After our investigation, the reply we gave was "not sellable"; agriculture is not easy to be sought after in the capital chain , because China's capital market can't afford to wait and can't wait.
The cost of supporting services to achieve a brand of primary agricultural products or homogeneous agricultural products is too high, and it will become higher and higher. Many companies cannot afford it, and it is best not to play it; Make the product simpler and more convenient, and have a clear feeling after the experience.
For this reason, Wan Xiangjun believes that upgrading and transforming big agriculture into a big health industry is a market-oriented issue, and the key lies in whether the boss is willing to change his mental model. In addition, the focus of the cross-border transformation from big agriculture to big health is to meet the following three key points: the super interest point with health as the core, and secondly, to solve the needs of a specific scene and discover the unmet needs of consumers. The last thing is to make the scenes that are life-like, daily or subdivided as large as possible.
The theory that being a brand can become a hit seems to be in line with the modern trend, but the risks involved must be carefully estimated. Therefore, before making a brand, I suggest that you must examine 5 core points: First, is your business positioning clear? Second, do you have super products that solve consumer pain points or scenario needs? In other words, does your product have the ability to solve the pain points of demand, or is it just a similar product that changes the gun without changing the medicine.
Third, is your supply chain capability strong enough to give consumers more profits? The next step is whether your product's own value can speak for itself, or does it need education? Finally, do you have the enlightenment of technological power that can form barriers or form value appeal?
functional agriculture
New formats of hot search topics
"With social progress and economic development, health has become a topic of concern in people's lives. People's demand for agricultural products and food has not only stopped at the stage of solving food and clothing and ensuring safety, but has higher requirements. Integrating nutrition, nutrition and health.” Wan Xiangjun said that under the background of the big health strategy, my country’s agriculture will also enter a new period of development. After high-yield agriculture and green agriculture, functional agriculture is considered to be the third development. In this stage, the market structure and consumption demand of agricultural products will undergo important changes.
In recent years, "new format" has become a buzzword in the agricultural field. Leisure agriculture, Internet + agriculture, crowdfunding agriculture, smart agriculture, creative agriculture, balcony agriculture... all kinds of "new words" are dazzling. No, another new term has come into people's field of vision, that is "functional agriculture". Wan Xiangjun said: Functional agriculture refers to the production of agricultural products with health-improving functions through biological nutrition enhancement technology or other bioengineering. Simply put, functional agriculture is to grow agricultural products with health functions.
As early as in the "No. 1 Central Document" in 2017, the expansion of new industries and new formats was regarded as a major measure for the structural reform of the agricultural supply side. food".
I once read such a report that a high-end rice produced by a farm in Nanjing is 15 yuan a catty, and the price is much higher than that of ordinary rice, but the supply is still in short supply. The reason is that this is a functional agricultural product called "glucan rice", which is specially developed and grown for diabetic patients. In Chengde City, Hebei Province, the first "Comprehensive Demonstration Zone for Poverty Alleviation through Functional Agriculture" in China, farmers are vigorously developing agricultural products such as selenium-enriched potatoes, carrots, cucumbers, and apples. Ordinary potatoes only sell for 80 cents per catty, while selenium-enriched potatoes can be sold for 80 or 9 yuan, which is an extra 5,000 to 6,000 yuan per mu.
It can be seen that using high-tech products to provide high-quality life for the people can open up a broader market. Wan Xiangjun believes that functional agriculture is the third stage of agricultural development after high-yield agriculture and green agriculture. As an important leap in the development of green agriculture, functional agriculture has gained more and more favor in many countries. In terms of the concept and essence of functional agriculture, it is not only a new revolution in agricultural technology, but also a good way to solve the current and future energy crisis and food shortage.
@, Improve social awareness and guide healthy consumption
At present, my country's food industry is undergoing a transformation from subsistence consumption to nutrition, health and enjoyment consumption. People's demand for agricultural products is bound to undergo the same transformation, and the market demand for safe, high-quality and branded agricultural products is strong. However, consumers still have certain limitations in their cognition of functional agricultural products, their ability to judge the quality of agricultural products is still relatively weak, and their trust in some publicity is obviously insufficient.
Therefore, it is necessary to rationally publicize the specific nutritional components and nutritional and health value of functional agricultural products, give full play to the role of industry experts, improve the expert publicity or consulting team, and carry out scientific evaluation and interpretation of relevant scientific consumption knowledge in a timely manner.
It is necessary to abandon exaggeration, correctly guide public opinion, and guide healthy consumption. Through rational publicity, the market influence and popularity of functional agricultural products can be continuously improved, and the public's consumption demand for nutritious and healthy agricultural products can be met, which is of great significance for adjusting people's reasonable diet and improving their health.
@、Integrate strength to shape brand
We can carry out product positioning from the aspects of product uniqueness, product origin, product technical content, product processing technology, etc., and determine whether to serve mid-to-high-end consumers or ordinary consumers by analyzing the target market and target customers Serve.
Taking wolfberry in Ningxia as an example, there are ten major brands of wolfberry in Ningxia. "Rui" mainly exports raw materials, with Europe as the target market.
The purpose of brand building is to externalize the connotation of the product through image planning, design and packaging. In the process of building a brand, it is necessary to tell the story of the brand well. Only a brand with a cultural foundation has strong vitality. In addition, we must pay attention to the improvement of advantages.
For example, through improved varieties and planting methods, the appearance of the product has a high degree of recognition, such as red kiwi fruit, red dragon fruit, purple sweet potato, etc., so that consumers can distinguish it at a glance. In terms of marketing, the way of functional agricultural products is different from that of bulk products. Its promotion requires a high-standard platform, exquisite product packaging, and a professional planning team.
Although the functional agricultural product industry is facing many problems, it is growing rapidly. More and more products will gradually be accepted and recognized by consumers. More and more companies will also seek product differentiation, increase product added value, and demand The nutritional value of products and other aspects to achieve their own health transformation.
@、Using technology to establish a quality control system for health food
"Set strict production standards to control the quality of agricultural products." Wan Xiangjun said: At present, consumers lack trust in some products. One of the reasons is that the products lack relevant unified standards. If functional agricultural products are to enter the market in large quantities, the market must be standardized.
"First of all, one or several healthy and beneficial ingredients in agricultural products must be basically quantified; second, they must be standardized and produced according to standards; third, they must be labeled to let people know that this is a functional agricultural product, even if it cannot be functional. Claims must also have the concept of quantity." Jin Zonglian, a professor at the School of Applied Arts and Sciences of Beijing Union University, said.
Although there are many quality standards for agricultural products in my country, the quality of agricultural products varies due to differences in origin, production methods, and processing control methods. In addition, functional agricultural products are special, and the content of one or several health-promoting ingredients needs to be increased, not only quantitative, but also standardized production, which is extremely important to ensure the nutrition and safety of the product.
"The market is reminding us in various ways that the health food industry has ushered in the era of the third generation of products. Through technological innovation to clarify functional factors, and to establish a quality control system for various health foods, the development of the third generation of products is an important aspect of agricultural scientific research. Last year, our research team won the first prize of the Shanghai Science and Technology Progress Award." Yang Yan, a researcher at the Edible Fungi Research Institute of the Shanghai Academy of Agricultural Sciences, said.
Yang Yan is the first author of the first prize project of Shanghai Science and Technology Progress Award "Key Technology and Industrial Application of Natural Active Polysaccharide Quality Control". When it comes to project awards, she thinks more about the present and future of agricultural scientific research from the perspective of the industry.
The Institute of Edible Fungi of the Shanghai Academy of Agricultural Sciences is well-known, and the Ganoderma lucidum spore powder and Hericium erinaceus developed by the institute are well-known at home and abroad. However, strictly speaking, traditional products such as Ganoderma lucidum spore powder and Hericium erinaceus cannot be regarded as third-generation health food.
"The reason why our project has received attention and won the first prize is that it has solved the problem of polysaccharide yield from both qualitative and quantitative aspects, and formed a set of efficient preparation technology." Yang Yan said.
my country is a big country in the health care product market, and the planting of edible and medicinal fungi and medicinal plants accounts for 75% of the world. However, due to unstable quality, lack of quality control system and key industrialization technologies, the level of deep processing is still at the low end of the industrial chain, while natural active Polysaccharides are internationally recognized biologically active factors, mainly derived from edible and medicinal fungi and medicinal plants, which are affected by the quality of raw materials, and related health products are also restricted by factors such as unstable quality.
The reporter found that the project revealed the structural basis of the main functions of natural active polysaccharides derived from edible and medicinal fungi and plants, clarified the structure-activity relationship of five representative types of polysaccharides, and broke through the constraints of unclear structure-activity relationships of polysaccharides. At the same time, we have mastered the rapid screening and raw material quality identification technology of natural active polysaccharides from different sources, realized the effective identification of polysaccharide raw materials and the active control of stability, established the precise quantitative technology of active polysaccharides, effectively ensured the quality of polysaccharide products is controllable, and improved The polysaccharide yield is 60%, the purity is increased by 40%, and the activity is increased by more than 50%.
That is to say, the key technology of quality control of natural active polysaccharides and the integrated technology of industrial application have realized the whole process of quality control of active polysaccharides from the source to the process to the finished product. The ingredients and functions of all active polysaccharide products are no longer unmeasured. Yang Yan and her colleagues have developed health foods such as the blood sugar-lowering product Shuerke, Kangling Tablets that help sleep and regulate immunity, Hericium erinaceus dry powder, etc., which naturally become the demonstration of the third-generation health food.
Zhao Zhihui, director of the Scientific Research Management Office of the Shanghai Academy of Agricultural Sciences, told reporters that since 2016, the Academy of Agricultural Sciences has focused on building a large health discipline platform, which has received strong support from the Shanghai Municipal Science and Technology Commission and the Agricultural Commission. From 2016 to 2017, it has won 20 related projects are supported, and the project funds are as high as 10 million yuan. The resources in the hospital are also highly focused on the major health disciplines.
@、Reasonably allocate resources to consolidate technical reserves
Zhang Yongchun is the deputy director of the Forest and Fruit Institute of the Shanghai Academy of Agricultural Sciences. He and his team are responsible for the germplasm innovation project of characteristic perennial flowers. In the past two years, team members have frequently visited Chongming District, not only to solve problems such as field water and fertilizer management standards for saffron bulbs, and quality uncertainty in different years, but also to complete resource evaluation of lycoris, efficient breeding of bulbs, and ecological cultivation of woodlands. and other key technology integration innovation tasks.
The efficacy of saffron has long been recognized by the market. Chongming District is the birthplace of China's saffron industry. Due to factors such as labor constraints, the industry has gradually shrunk, and the market is almost monopolized by high-priced imported saffron products. How to use innovative technology to activate the industry and contribute to the revitalization of the countryside and increase the income of flower farmers is an urgent problem for Zhang Yongchun and his team to solve.
The reporter learned from Tang Di, the person in charge of the Shanghai Hengpin Saffron Professional Cooperative, that Zhang Yongchun and other scientific researchers have effectively solved the problem of Chongming Western Saffron The practical problems encountered by the safflower industry have also clarified the technical path of using quality standards to guide product production and using technical specifications to ensure product quality.
Technological innovation and service of scientific research personnel require passion, and more importantly, the guarantee of resource elements such as project funds. How does the Municipal Academy of Agricultural Sciences allocate resources?
"In addition to the project funding from the Municipal Science and Technology Commission and the Municipal Agricultural Commission, our team was included in the excellent team of the Academy of Agricultural Sciences and received a funding of 5 million yuan for 5 years." Zhang Yongchun said.
The reporter learned that after the Shanghai Academy of Agricultural Sciences built a platform for the major health disciplines, in order to ensure the focus on key research directions such as agricultural health resources, nutrition and functions of agricultural products, and research and development of health functional foods, the preservation and identification of agricultural health resources, nutrition and In-depth research on the screening of functional components and the cultivation of new varieties, etc., with the construction of an "excellent team" as the starting point, allocate internal resources, and encourage the scientific research team to work hard to consolidate the technical foundation of the health care product industry.
The "Excellent Team" construction plan began in 2017. This plan focuses on supporting research groups with outstanding young and middle-aged scholars as academic leaders and backbones, creating good scientific research conditions for them to carry out research in an important direction, and promoting more outstanding research. The scientific research team has entered the ranks of excellent discipline teams at the national and Shanghai levels.
The reporter learned that three research teams, namely functional rice germplasm innovation and high value-added health product development, rapid and accurate evaluation of health functions of medicinal and edible agricultural resources, and functional product processing of medicinal and edible agricultural resources, were selected into category A. Among them, the focus of functional rice research is to develop healthy functional products suitable for diabetics, and to cultivate rice strains with large health functions such as giant embryo rice and colored rice. The focus of research on the processing of functional products of agricultural resources with the same origin of medicine and food is to develop health food with functions of improving immunity and protecting the liver, and to develop functional nano-solid beverages with edible fungi and functional vegetables with the same origin of medicine and food as the main raw materials.
Great health is the direction of agricultural scientific research-Agricultural Great Health·Wan Xiangjun: Plan for Functional Agriculture