Pu 'er: Good products need better marketing

Nowadays, big data, large circulation and the Internet have become the development trend of agricultural product marketing, and it is also the direction that agricultural product marketing must adhere to in the future, especially after the "guidance on speeding up the Development of Rural Electronic Commerce" was issued at the national level. More industrial and commercial capital will pour into the field of agricultural e-commerce, injecting more vitality into characteristic modern agriculture, increasing agricultural efficiency and increasing farmers' income. It provides a broad space and channels.

Traditional agricultural marketing activities run through four parts: production, processing, circulation and transaction of agricultural products. At present, the level of agricultural industrialization in Pu'er City is low, the assimilation of agricultural products is serious, the grass-roots people lack the understanding of the deep processing of agricultural products, the circulation channel shows the imbalance of "small at both ends, big in the middle", and the phenomenon of "difficult to buy and sell" exists at the same time. That is, for farmers, the phenomenon of "difficulty in selling agricultural products" is prominent, while for urban residents, the prices of agricultural products remain high, and the connection between production and marketing is not smooth, and some counties and districts are quite prominent. the broad masses of residents still treat the changes and fluctuations of product prices with the concept of planned economy, and they do not fully realize that the fluctuation of prices is determined by market supply and demand. Products without brands, the rate of return is low, the value of products is difficult to achieve, the price of products with brands is high, supply exceeds demand.

Throughout the traditional agricultural product marketing, there are the following four characteristics: first, the marketing concept awareness of enterprises and farmers is weak, and the degree of marketing organization is low. Second, the degree of industrialization and intensification is low, and there is a lack of brand and large-scale mode of production and means. Third, there are too many circulation links of agricultural products, the circulation radius is too small, the sales channel is single, the cost is high and the benefit is low. Fourth, the market information is blocked, the ability to analyze and deal with the market is poor, and they do not understand the situation of the outside world.

With the rapid development of modern agricultural industry with Pu'er plateau characteristics and the substantial increase in the output of agricultural products, the first problem to be solved is the problem of sales. Pu'er City pays close attention to the transformation of agricultural production mode and marketing mode, effectively promotes the development of agricultural Internet of things and rural e-commerce, continuously enhances the popularity of Pu'er characteristic products, and is recognized by the majority of consumers. to lay a solid foundation for Pu'er to move forward from a big agricultural city to a strong agricultural city. At present, the number of leading agricultural enterprises in the city has reached 205. there are 2957 specialized farmers' cooperatives with a total of 64000 members. 1591 livestock and poultry farms and large farmers have been built, and 8 manors have passed the construction of projects at the provincial level. there are 57 "three products" certified enterprises and 175 products. More than 30 enterprises and cooperatives, including Longsheng Company, Aiyi Group, Washan Tribe of Ximeng and Pu'er Farmers' Professional Cooperative Federation, have developed agricultural product e-commerce, with cumulative sales of 85.5358 million yuan in 2014 and more than 100 million yuan this year.

In the next step, Pu'er will make use of the marketing method of "Internet +" to increase the training of new agricultural operators such as leading enterprises, professional cooperatives, and family farms, so as to enhance farmers' understanding of "Internet +" knowledge. strengthen the guidance of e-commerce marketing work. Rely on the China excellent Farmers Association to establish the trust system platform of agricultural products in Pu'er City, speed up the construction of the quality and safety system of agricultural products, and realize the traceability of the whole process of agricultural products "from field to table, seeds to chopsticks". Actively cooperate with the Bureau of Commerce to improve rural e-commerce distribution and integrated service network, cooperate with quality supervision and other departments to solve product standardization, regional branding, logistics standardization and other standards formulation and certification. We will carry out a comprehensive demonstration of e-commerce in rural areas, support new agricultural operators and agricultural products and agricultural materials wholesale markets to connect with e-commerce platforms, select and recommend 100 production and operation entities in Pu'er City, and promote Pu'er characteristic agricultural products to consumers all over the country. We will carry out pilot projects of e-commerce for fresh agricultural products and agricultural means of production to promote the development of e-commerce for agricultural commodities. Strengthen the release of information on agricultural products, integrate Internet resources, and strengthen the promotion of Pu'er green, ecological and organic agricultural products, so that the world can share the fragrance of Pu'er green. Establish a "Internet +" joint meeting system, coordinate and solve the new situations and problems in the work of "Internet +", and provide quality services for the rapid, orderly and healthy development of the network marketing of characteristic agricultural products in the city. (rock steroid, director of Pu'er Municipal Bureau of Agriculture)