Chinese business people will have ample scope for their abilities in rural markets. The key to success in exploring rural markets lies in increasing farmers' income. Slow increase in farmers' income is the greatest factor thwarting efforts to explore rural markets. When farmers' purses are not so bulging, increase in actual consumption demand will be slow. To increase farmers' income is, in essence, to enhance the rural economy's adaptability to the socialist market economy.
Farmers have to grow farm crops easy to yield added value.
To increase farmers' income, it is essential to solve the problem concerning ties between the farmer and the market, farmers should be enabled to smoothly enter the big, ever-changing market. This requires development of industrial management of agriculture, and cultivation of a wholesale market system, intermediary service system and information service system. Cultivating a wholesale trading market system by making use of the advantages of tradition, regional location, resources and industry is an important aspect in invigorating the flow of agricultural produce and industrial products. This has been proved by the experience of many localities. The United States and Europe have spent billions of dollars doing basic research in genetically modified crops and animals to make foods that are better-tasting, more nutritious and kinder to the environment.