The Path Practice of Connecting Smallholders with Large Market under the Background of New Retail—Take"Hema Village"for Example
In the context of new retail development,new retail platforms represented by Hema have pene-trated into the upstream production end of agriculture,shaping the organizational form and economic mod-el of"Hema Village".Based on the investigation of the production logic and operation mode of"Hema Village",this study presents the practical form of connecting smallholders with the modern large market as seen in"Hema Village",and uses Bernstein's political economy approach of critical agrarian studies to analyze the"production-reproduction"process of"Hema Village".It finds that the new retail platform u-ses"Hema Village"as the source production base and creates a supply chain model and market structure with"smallholders-Hema Village-Hema"as the core.The"Hema Village"model aggregates the en-dogenous resources of rural society and the external resources provided by the new retail platform ecosys-tem to promote the formation of a stable organizational order and production order within the village,thus becoming a valid path to organize smallholders to participate in the market."Hema Village"has also de-veloped into a powerful carrier for transforming agricultural production methods,improving farmers'liveli-hoods,and promoting agricultural transformation and rural social development.However,as a suspended development machine,"Hema Village"has potential risks such as uncertain production-marketing con-nections,asymmetrical power relations,and unequal value distribution patterns.Therefore,it is necessary to focus on building specific market systems and conditions,adjust the relationship between retail capital,rural society and smallholders,and give full play to the market advantages and positive effects of the new retail platform.By using"Hema Village"as a sample,we aim to promote the effective connection be-tween smallholders and modern markets,making new retail and other digital formats a new engine for rural economic and social development,and bringing greater development space for agricultural and rural mod-ernization and urban-rural integration.
New retailHema villageSmallholderLarge marketEfficient mode
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