Establishing and improving the value realization mechanism for ecological products is an important path to implementing the concept of "green water and green mountains are gold and silver mountains". The "Decision of the Central Committee of the Communist Party of China on Further Comprehensively Deepening Reforms and Promoting Chinese-style Modernization" reviewed and passed by the Third Plenary Session of the 20th Central Committee of the Communist Party of China proposes that "improving the value realization mechanism for ecological products" provides important guidance for further comprehensively promoting high-quality development of rural economy and society. Continue to transform the ecological value contained in the "green water and green mountains" into the economic value of "gold and silver mountains", and feed back the high-quality development of product value, farmers' income increase, and industrial efficiency increase to the high-level protection of the rural ecological environment, open up two-way transformation channels, and achieve a virtuous cycle, which will help promote the comprehensive revitalization of the countryside.

Since the 18th National Congress of the Communist Party of China, the vast majority of rural areas have fully utilized the advantages of rural natural resources, empowered rural revitalization with a beautiful natural ecological environment, released new potential for rural revitalization through ecological value transformation, realized the value appreciation of ecological products according to local conditions, realized the transformation of ecological advantages to economic advantages, promoted the upgrading of the entire chain of rural industries, and gradually explored a path of rural ecological revitalization that unites the prosperity of the people and the beauty of the ecology.

Ecological products have become a green engine to promote the comprehensive revitalization of rural areas with their unique ecological and economic value. However, the realization of the value of ecological products also faces problems such as "difficulty in measuring, difficult to mortgage, difficult to trade, and difficult to cash out". At the same time, it is necessary to deal with more complex natural risks, market risks and operating risk prevention and control than traditional products. In this regard, all localities and departments have taken active actions to thoroughly implement the decisions and deployments of the Party Central Committee, focus on key and difficult issues, strive to break through bottlenecks and constraints, and deeply promote practical exploration.

For example, establish a product value realization mechanism dominated by the government, market-oriented, and multi-party participation. Give full play to the role of the government as a "visible hand", explore the various functions and diverse values ​​of rural areas, scientifically verify the types of ecological products, clarify the indicator system, specific algorithms, data sources and statistical calibers, carry out pilot projects for the calculation of the total value of ecological products, quantify the realization of regional ecological products value, and establish a policy guarantee system for ecological product protection, utilization and transaction with clear rights and responsibilities.

Diverical ways to broaden the value of ecological products. Actively promote the development of forest economy. The forest economy is utilizing forest land across the country with an annual output value of about 1 trillion yuan, benefiting tens of millions of forest farmers; the National Ecological Tourism Development Plan (2016-2025)" was issued to build a new ecological tourism development model, and has successfully established more than 110 national ecological tourism demonstration zones; 8,155 villages with important protection significance have been included in the list of traditional Chinese village protection; regional characteristic brands such as "Gan Fu Agricultural Products" in Fuzhou, Jiangxi and "Wuyi Mountains and Waters" in Nanping, Fujian are formed to effectively enhance the market value and brand premium of ecological products.

Strengthen the construction of the green financial system and inject financial impetus. Summarize the experience and practices of "forest rights mortgage mortgage loan" in Fujian, Zhejiang and other places, continuously improve the green financial service capabilities, and form a new ecological economy path with the realization of ecological product value as the core. Explore the paths for cross-regional trading of forest carbon sinks, bamboo forest carbon sinks, wetland carbon sinks, etc., accelerate the opening of voluntary emission reduction trading markets, and expand the space for added value income; improve the ecological product protection and compensation system, and establish a scientific and standardized ecological product value assessment system; improve the profit distribution and risk sharing mechanism, and promote villagers to generate income together.

Develop green productivity according to local conditions and drive green engines. Improve the investment mechanism for rural revitalization and promote the coordinated development of industrial ecology and ecological industrialization. To this end, we must accelerate the transformation and application of green technology achievements, promote the orderly flow and efficient allocation of various production factors, and especially promote the organic integration of digital factors with non-traditional production factors such as ecological tourism and ecological culture, and accelerate the high-quality development of the ecological industry. Continue to improve and strengthen local characteristic industries, refine the "ecological +" industrial model, and develop the entire ecological industrial chain. In line with the requirements of high-quality development, we will make full use of low-carbon, energy-saving and clean technologies to transform existing rural industries in all aspects, further promote the integrated development of urban and rural industries, create a strong ecological industry, develop new business forms such as ecological commerce and ecological logistics, and carry out ecological transformation of facilities and functions in rural tourist areas, leisure and entertainment areas, homestay health and wellness areas, and improve the market competitiveness of ecological products.

Strengthen market supervision and policy guidance, and strengthen comprehensive prevention and control of natural risks, market risks, etc. Increase efforts to improve the ecological environment, create beautiful villages, and create a new look of "ecological livability". Further improve the ecological environment protection system, focus on the sustainable development and utilization of public resources in rural areas, adapt to local conditions and implement policies in a classified manner, and prevent problems such as damage to social public interests due to excessive development. Clarify the ownership of ecological assets, strengthen regional ecological product quality supervision, establish and improve mechanisms such as product quality dispute handling, explore the construction of mechanisms for rural communities to participate in the value allocation of ecological products, ensure the fairness and efficiency of ecological product value distribution, and ensure the realization of ecological product value, while allowing farmers to become the main body of rural green economy construction and beneficiaries of green achievements.

(Author: Yang Jing, a special researcher at the Fujian Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era Research Center and an associate professor at the School of Marxism, Fujian Normal University)