There are mainly two problems in the value chain of the traditional agricultural products circulation industry: firstly, too many links in the industrial value chain lead to high prices of agricultural products; secondly, farmers lack the dominant power in value distribution. For this reason, it is necessary to promote the innovation of "Internet + agricultural products circulation" and upgrade the industrial value chain, which requires us to pay attention to the circulation innovation model driven by producer value and customer value.The "Internet + agricultural products circulation" innovation has the following obstacles in rural areas: backward circulation infrastructure and a lack of equipment and technology; backward information infrastructure; as well as a lack of information technology talents. What’s more, farmers tend to lack Internet thinking, have a low degree of organization, and have weak anti-risk capabilities.Recommendations for this: firstly, at the rural level, we should cultivate farmers’ Internet awareness and application capabilities, build rural information networks, improve the rural logistics system, train relevant practitioners, as well as support and guide farmers to take the road of co-operation; secondly, at the enterprise level, it is necessary to cultivate the innovative spirit, as well as the innovation mechanism and capabilities of agricultural products circulation enterprises; finally, at the industrial level, we should promote the overall innovation ability of the agricultural products circulation industry and improve the agglomeration ability of the industrial zones.
