新零售背景下小农户对接大市场的路径实践——以“盒马村”为例

The Path Practice of Connecting Smallholders with Large Market under the Background of New Retail-Take“Hema Village”for Example

在新零售发展背景下,以盒马为代表的新零售平台深入农业上游生产端,塑造了“盒马村”这一组织形态和经济模式。本研究在考察“盒马村”的产生逻辑和运作模式基础上,呈现“盒马村”所蕴含的小农户对接现代大市场的实践形式,并运用农政分析框架剖析“盒马村”的“生产—再生产”过程。研究发现,盒马将“盒马村”作为源头生产基地,打造了以“小农户—盒马村—盒马”为核心的供应链模式和市场结构。“盒马村”模式聚合乡村社会的内生性资源和新零售平台生态系统提供的外部资源,推动村庄内部形成稳定的组织秩序和生产秩序,从而成为一种将小农户组织起来并参与市场的有效路径。“盒马村”也发展成为转变农业生产方式,改善农户生计状况,推动农业转型和乡村社会发展的有力载体。然而,作为一种悬浮化的发展机器,“盒马村”潜藏着不确定的产销联结、不对称的权力关系和不平等的价值分配格局等风险。因此,需要着力构建特定的市场制度和条件,调适零售资本与乡村社会以及小农户的关系,充分发挥新零售平台的市场优势和积极效用,以“盒马村”为纽带,推动小农户与现代市场有效对接,使新零售等数字业态成为乡村经济社会发展的新引擎,为农业农村现代化和城乡融合带来更大的发展空间。

In the context of new retail development,new retail platforms represented by Hema have penetrated into the upstream production end of agriculture,shaping the organizational form and economic model 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 uses“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 endogenous resources of rural society and the external resources provided by the new retail platform ecosystem 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 developed into a powerful carrier for transforming agricultural production methods,improving farmers'livelihoods,and promoting agricultural transformation and rural social development.However,as a suspended development machine,“Hema Village”has potential risks such as uncertain production-marketing connections,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 between 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 modernization and urban-rural integration.