Analysis of Solving the Problem of Selling Vegetables Produced in Greenhouses in Ningxia Immigrant V

　　At present, Ningxia has achieved initial results in the implementation of the "ecological migration project" for a population of 350,000 in central and southern Ningxia. In order to make immigrants “stable and get rich”, ensuring the continuous growth of immigrant income has become a top priority. However, recent immigrant villages in Yinchuan City of Ningxia are generally facing the problem of unsalable greenhouse cultivation products, which hinders the continued growth of immigrant income. In order to increase the income of immigrants, speed up the pace of poverty alleviation, and promote the economic development of immigrant villages, studying how to solve the problem of unsalable greenhouse products for immigrants has become a topic of practical significance. This article takes the hanging melons in the greenhouse of Yuanyuan Village, Liangtian Town, Yinchuan City as an example, and specifically elaborates the current sales status of the hanging melons in the garden village, the reasons for unsalable sales and the solutions.

　　1. Yield and sales status of hanging melon in Garden Village

　　1. Planting situation of hanging melon in greenhouse

　　Garden Village is located in Yinchuan South of Liangtian Town, Jinfeng District, City, with a total area of ​​7,880 acres, including 4,553 acres of arable land. As of 2012, there were 27,500 greenhouse in the village, including 200 greenhouse for growing melons. According to the planning of the "2011-2013 Economic Development Goals and Tasks" of the Garden Village, it is expected that in 2013, the number of greenhouse in the village will reach 31,000. According to the planning of the "2011-2013 Economic Exhibition Goals and Tasks" of the Garden Village, the following data are obtained, as shown in Table 1.

　　From the above table, we can see that the production of hanging melons has a growing trend. According to the survey, as of the first half of 2012, there were 200 greenhouse for planting hanging melons in Garden Village, with a total output of about 840,000 jin. Tomatoes were planted in the second half of the year.

　　2. Sales status of hanging melons in greenhouse

　　As of April 28, 2012, the sales volume of hanging melons in greenhouse in Garden Village was less than tenth of the total. One, and prices continue to fall. According to the survey, the government subsidizes 300 yuan for seedlings per shed for the construction of greenhouse, and growers need to invest the remaining 500 yuan for seedlings and other costs totaling 3,000 yuan.

　　Based on the known retail price of the hanging melon, you can use the "accounting break-even point" method to estimate the guaranteed sales volume of the hanging melon, that is, how many melons are sold by immigrants to recover the cost According to the survey data:

　　(1) The seedling fee is 500 yuan/shed, and the number of melon seedlings planted in the greenhouse is 1500 plants/shed, so the unit variable cost of melon farmers v&asymp ;500/1500=0.33 yuan.

　　(2) The opportunity cost of rent for a greenhouse is about 700 yuan/year, and the opportunity cost of individual labor for melon farmers is 1500 yuan/month, and each melon grower will spend the first half of the year. Plant hanging melons for 5 months. From the above conditions, we can see that the total fixed cost of melon farmers is FC≈700+1500x5+3000=11200 yuan.

　　(3) Each greenhouse construction requires 500 yuan of film and 2500 yuan of other materials. The service life of the film is about 6 months, and the service life of other materials is about 5 Years, the depreciation is D≈(2500/5)/12+500/6≈125yuan per month.

　　(4) The average retail price of hanging melons is P≈4.2 yuan/jin.

　　Bring the variables in the above four points into the "Accounting Break-even Point" formula:

　　Q=(FC+D)/(P-v)

　　Q=3946 Jin. It can be seen from the accounting break-even point that if the sales volume of hanging melons is less than 3946 kg, the income that the melon growers can get from growing greenhouse is less than the income that they can get from working outside the greenhouse.

　　Second, the reasons and analysis of the unsalable sales of greenhouse melons

　　1. The conflict of interest between local vendors and foreign vendors

　　Local melon vendors appear The phenomenon of denying foreign melon vendors is mainly because the prices of foreign melon vendors are higher than that of local melon vendors. If melon farmers sell hanging melons in a market-oriented way, they will choose non-local melon vendors. Assuming that the local melon vendors offer the same price as the foreign melon vendors, the cost of the local melon vendors’ purchase price will rise, and there are high-volume squash melons in the local area, and the popularity and sales of the melons are far less than that of the squash melons, so the local melon vendors’ profits will be Very small, even negative. According to investigations, in order to make profits, local melon traders try to take some measures to prevent melon traders from outside from collecting melons, even resorting to violence. However, after successfully preventing foreign melon vendors from coming to collect melons, the local melon vendors formed a small group and collectively delayed the time of collecting melons, thereby driving down the price and making huge profits. According to the survey, the average cost-guaranteed price of hanging melons is 2.8 yuan/kg. If the purchase price of hanging melons is less than 2.8 yuan/kg, the income from the greenhouse cultivation of melon farmers is less than the income obtained by turning the greenhouse to work outside. people. At present, the purchase price of local melon vendors is about 3.2 yuan/jin, and the phenomenon of local melon vendors holding groups to lower prices is still developing, and the interests of melon farmers are extremely threatened.

　　2. The asymmetry of information between the market and the growers

　　The asymmetry of information between the market and the growers is also the reason why the hanging melons are not selling well First, it is mainly manifested in the following two aspects.

　　⑴The market does not understand the growing situation of hanging melons in Garden Village. First of all, Garden Village seldom publicizes Diaogua to outsiders. Secondly, Yuanyuan Village is far from the center of Yinchuan, making it difficult to promote and transport. Finally, there is a lack of platform for information transmission and communication. These three factors have caused the outside world to not understand the relevant situation of the planting of hanging melons in the immigrant villages, including information such as geographic location, yield, planting cycle, and product advantages.

　　(2) Immigrants do not understand the market situation of Diaogua. As immigrants who moved from Pengyang County in the southern mountainous area of ​​Ningxia to Garden Village, they started the cultivation technique training and planting practice of hanging melon before they were fully familiar with the new environment. According to investigations, the only way for most melon farmers to sell melons is to stand by the melon shed every day and wait for melon vendors to come and collect melons. They don't know the current price of the melons or whether they are selling well.

　　3. Immigrants are too sensitive to price fluctuations of hanging melons.

　　In the survey, it was found that the government would promise immigrants about future price expectations. In the process of communicating information from top to bottom, “noise” (missing or exaggerated data, etc.) will inevitably occur, and immigrants lack understanding of the market, which makes immigrants over-reliant on the expected prices provided by the government. When the melon vendor’s quotation does not meet the government’s “promise” price, the melon grower will be too sensitive to market price fluctuations of the melon, and the willingness to sell melon will not be very strong. It is very difficult for us to "compromise" with the market, which also led to the slow sales of Diaogua.

　　4. The government uniformly regulates the types of greenhouse crops

　　Considering that the immigrants have just moved and settled, for the purpose of protecting their income, the government originally For the soil quality, the types of greenhouse crops should be arranged in consideration of benefits, that is, hanging melons are grown in greenhouse in the first half of the year, and tomatoes are grown in greenhouse in the second half of the year. Uniform planting can form a scale effect, but if the market demand is not accurately estimated, then large-scale planting will inevitably lead to an unfavorable situation of oversupply and affect product prices. At present, garden villages are planting hanging melons on a large scale, but the demand for purchasing melons in other provinces is blocked, local consumer demand is limited, and supply and demand are asymmetric.

　　5. Uncontrollable natural factors

　　Because of the particularity of greenhouse planting, the crop planting cycle is fixed, and the hanging melon is mature from the beginning to the mature The transition period is about one month. When a melon grower encounters unfavorable weather conditions, coupled with the lack of storage equipment and fresh-keeping technology, and if the local melon vendors hold down prices, the interests of the melon grower will be harmed.

　　3. Countermeasures and suggestions to solve the unsalable sales of greenhouse melons

　　1. Establish a fair market environment for melons

　　Comprehensively analyze the reasons for the unsalable sales of the hanging melons produced in greenhouse. To solve the unsalable status of the hanging melons in the garden village, the key is to tap the potential consumption of the hanging melons. This requires solving how to create a fair competition “soft environment” , The problem of letting the garden village hanging melon go out.

　　1. Resolve “the conflict of interest between local melon vendors and foreign melon vendors”

　　(1), relevant functional departments strengthen supervision. The Ministry of Commerce, the Ministry of Public Security, the Ministry of Industry and Commerce and other relevant authorities should work together to strengthen supervision, and severely crack down on the phenomenon that local melon vendors prevent foreign melon vendors from buying hanging melons, and ensure that all aspects of melon sales are smooth and standardized, and maintain fairness. Competitive trading market.

　　(2), improve the professional ethics and salary of relevant personnel. Since cooperatives and technical guidance staff have close exchanges with melon farmers in terms of technical guidance, policy information, market conditions, etc., the words and deeds of relevant staff will have a certain impact on melon farmers who are weak in obtaining information. Most technical instructors have heavy tasks and low salaries. Based on this, some local melon vendors contacted relevant staff to provide them with opportunities for rent-seeking behavior. Therefore, it is necessary to improve the professional ethics and salaries of cooperative employees and technical guidance staff. This can be done through the following ways: through sales competition, rewards for outstanding performance; regular professional ethics training, and regular examinations and examinations. Knowledge competitions will be rewarded according to the results; a rewarded reporting mechanism will be implemented.

　　2. Solve the information asymmetry between the market and melon farmers

　　(1) For melon farmers, immigrants set up markets independently Research team. As immigrants do not understand the market conditions of melons and fruits in greenhouse, it is recommended that the government guide and immigrants spontaneously set up a market research team to conduct field research through regular visits to agricultural and sideline product wholesale markets, retail markets, etc., and to check information through the Internet. Entrust other institutions such as market research companies, consulting companies and other channels to do a good job in market research, analysis and research. In this way, immigrants can learn about the market conditions of various melons and fruits in time, increase their tolerance to fluctuations in melon sellers' quotations, and grasp certain initiative.

　　(2) For the outside of the market, build the brand of immigrant village hanging melon. First of all, we will unite all the villages in Liangtian Town where Diaogua is planted, and strive to build the brand image of "Green, delicious, nutritious, gift melon" in the greenhouse of Liangtian Immigrant Village. Secondly, through a series of production and marketing promotion, investment promotion and trade fairs and other activities, the public's awareness of Liangtian Town will be improved and a regional brand will be established. Finally, with the strategic focus on building an export platform, building a circulation system, focusing on quality brands, and establishing a long-term mechanism, it will give priority to building three high-quality melon and fruit exhibition and sales platforms centered on Inner Mongolia, Qinghai and Xinjiang, and gradually expand in North China, East China, and South China. The market establishes long-term stable sales channels and networks. At the same time, the storage and preservation of melons and fruits and the transportation and distribution capabilities will be further improved to effectively promote the agricultural efficiency of Liangtian Town and increase the income of immigrants.

　　In short, to solve the problem of asymmetry of internal and external information in the hanging melon market, on the one hand, it can promote buyers to understand the situation of the planting base in a timely manner; on the other hand, the melon farmers are “uncompromising on the market&rdquo ;The phenomenon will be greatly reduced, and a virtuous circle will be formed between the two.

　　2. Establish immigration “fund-like”cooperatives

　　immigrant“fund-like”cooperatives refer to immigrants in On the basis of engaging in similar industries, adopt an economic organization that is voluntary combination, democratically managed by members, and third-party trusteeship of cooperative funds. Its characteristics are: (1) internal (members) cooperation, external companies; (2) a high degree of democratic management; (3) third-party custody of funds; (4) cooperatives can guarantee the purchase and sale of agricultural products, and purchase and sell raw materials due to scale And obtain the greatest price advantage; (5) Immigrants can get dividends of the added value of cooperatives’ agricultural products; (6) Cooperatives can help members ease funding problems.

　　Ecological migration“fund-like”Main operating mechanism of cooperatives

　　Cooperatives are responsible for contacting customers to sign greenhouse In the sales contract of hanging melons, members’ products are collected during the product maturity period, and processed, packaged, and sold. However, the price is determined by the market, and the cooperative does not bear the price risk for the members. Members receive income according to the quantity of agricultural products provided to the cooperative, and The dividends of the added value of agricultural products are obtained in proportion to the quantity of agricultural products provided. Cooperative funds adopt third-party custody, that is, the cooperative hires a special agency to undertake the corresponding responsibilities of the cooperative’s asset custody, transaction supervision, information disclosure, fund clearing and accounting, including: (1) issuing payments for agricultural products to members and collecting membership fees on behalf of the cooperative; (2) ) Withdraw a certain percentage of the cooperative’s profit from the provident fund for the development of the cooperative, and the remaining part will be distributed to members in proportion to the amount of agricultural products handed in by the farmers. The relationship between members and cooperatives, enterprises and fund custodians is shown in Figure 1.

　　Cooperatives provide members with a way to ease funding problems

　　when immigrants lack funds , Can mortgage the greenhouse to the cooperative, and use the cooperative as the guarantor to borrow funds from the fund custodian (the capital is capped). Before the loan expiration date, the immigrant households can continue to use their greenhouse. As the government stipulates that greenhouse in resettlement villages cannot be sold, so mortgage the greenhouse to cooperatives instead of banks, which can prevent the fund custodian from performing the mortgagee’s rights to sell the greenhouse when the resettled households cannot repay their loans as scheduled. The loan maturity date has the following three situations and countermeasures: (1) The immigrant shall return the principal and interest of the loan as scheduled, and release the mortgage relationship with the cooperative; (2) The immigrant is temporarily unable to repay the loan but is willing to return it, the cooperative can continue As a guarantor, immigrants are allowed to apply to the fund custodian for repayment extension, and immigrant households can continue to use the greenhouse as collateral for planting; 3) When immigrant households evade the repayment responsibility, the cooperative uses the risk fund to return their arrears. At the same time, the greenhouse mortgaged by the immigrant households will be rented to other members of the cooperative. When the rent income is paid back the principal and interest, the ownership of the greenhouse will be returned to the borrowing immigrants.

　　The organizational structure of the cooperative

　　The internal organizational structure of the cooperative can be divided into 4 layers: the first layer is the most basic level of members, from the garden village The composition of ecological immigrants for planting greenhouse; the second layer is the management management, which mainly includes the marketing department, processing department, office, scientific research department, and finance department; the third layer is composed of the council and the board of supervisors, and the council is responsible for hiring management management The board of supervisors is responsible for supervising and guiding the board of directors. At the same time, the agricultural administrative department shall supervise the cooperative and train the members of the board of directors and the board of supervisors through training courses and other forms; the fourth layer is the member representative assembly, which is the highest authority of the cooperative. The daily operation of the cooperative is regulated by the cooperative charter.

　　Rights and Obligations of Cooperatives and Members

　　Ecological Migration“Fund Type”Cooperatives are economic organizations with limited liability , Operate in accordance with the company system. Its main functions include: providing members with a full range of services such as technical consultation and training, supply of production materials, and sales of agricultural and sideline products; annual membership meetings to vote on major issues; representation of members’ interests in foreign affairs, and striving for favorable laws and regulations. Business environment; let members know the sales of products and the operation of cooperatives in time. The cooperative is open to all farmers who are willing to abide by the regulations of the cooperative, and uses real-name special accounts to keep accounts. During the continuous operation of the cooperative, the social capital shall not be withdrawn at will, except for the transfer according to law, and the members shall bear the responsibility within the limit of the capital contribution. The immigrant community needs to pay a certain membership fee (only once). The membership fee refers to the average asset value of the cooperative at the end of the previous year. During the binding period, members are obliged to report their own output. The cooperative is democratically managed by members, and all members have the right to vote for one household and one vote to participate in the decision-making process.

　　Supervision of cooperatives

　　According to the "Law of the People's Republic of China on Farmer Professional Cooperatives" and the "Registration and Management of Farmer Professional Cooperatives" by the State Administration for Industry and Commerce In view of the spirit of "Ruo's Intervention Opinions", and in view of the special nature of immigrant "fund-type" cooperatives, the following supervisory opinions are put forward: (1) Regularly disclose the performance of duties among members of the cooperative, and timely report on its operations. (2) Cooperatives should strengthen the management of the income from social assets, and have a timely and comprehensive understanding of operating results and financial status. (3) It is strictly forbidden for members to use their powers for personal gain; to transfer or dispose of social assets without authorization;to prepare false financial reports.

　　Four. Suggestions for the cooperative to bring "good field hanging melons" to the market

　　1. The government organizes agricultural and sideline product exhibitions and promotion meetings for the cooperatives

　　; Liangtian Town can develop special agricultural products exhibition and trading area, agricultural science and technology exhibition and trading area, immigration village sightseeing and tourism displaytrading area by regularly holding special and high-quality melon and fruit promotion and promotion meetings, and strive to build Liangtian Town Greenhouse crops "green, delicious, nutritious, gift melon" brand image.

　　2. Develop the e-commerce of Liangtian Diaogua

　　Cooperatives can set up a special online transaction platform for “Garden Village Diaogua”, through the traceability system, Every link including the source of hanging melons and pesticide residue testing was monitored. At the same time, you can set up special friendly links to this website in Yinchuan City Government, Jinfeng District Government, Yinchuan Agriculture and Animal Husbandry Bureau, Liangtian Town Government and other websites.

　　3, take order production

　　take order production method, can contact the sales before planting, and the varieties, specifications and quality are all planted in accordance with the requirements of the purchaser. Ensure long-term sales. Liangtian Town can adopt the method of order-to-order production, according to the operation mode of "Enterprise + Cooperative + Farmer": The cooperative is responsible for contacting the enterprise and signing the supply and marketing contract. The contract specifies the type and quantity of the purchase, the method of purchase, the protection price, and each mu Guaranteed income, seed supply and technical service methods, liability for breach of contract by both parties, etc., and then the cooperative sorts and sorts the types and quantities of goods purchased in the supply and marketing contract, in the form of "one variety per village" or "one variety per village". Organize production and acquisitions.

　　4. Development of ecological sightseeing tourism

　　The development of ecological sightseeing tourism can increase the demand for melons and fruits in greenhouse, increase the popularity of Liangtian Town, and improve the rural industrial structure. Liangtian Town can focus on the theme of organic melons and fruits in greenhouse, highlighting the characteristics of sightseeing and picking tourism. The construction mainly includes sightseeing picking, forest breeding, entertainment and leisure, a tourist ecological sightseeing park integrating production and life.

　　To develop ecological tourism, we must give full play to the leading role of the government. The government can formulate policies and regulations that are conducive to the tourism development of Liangtian Town, make overall planning and guidance, provide financial support, strengthen infrastructure construction, and optimize the ecological sightseeing and picking tourism environment. In addition, Liangtian Town should also be widely publicized, and attract tourists widely through special promotion, cooperation with travel agencies, and linkage with surrounding scenic spots.

　　Solving the problem of unsalable sales of immigrants in garden villages “good field hanging melons” can promote the agricultural efficiency of garden villages and increase the income of immigrants. At the same time, the promotion and application of it to the sales of fruits and vegetables in greenhouse in other villages and towns will help ensure that the majority of immigrants are "stable and get rich". All villages and towns should pay attention to the sales and management of greenhouse crops for immigrants, set up special farmers’ cooperatives, establish a sound greenhouse fruit and vegetable sales system, and further solve the problems existing in the process of greenhouse cultivation of immigrants, so that the income of immigrants will continue to increase. So as to promote the smooth implementation of the national "ecological migration policy".