How long will it take to sell vegetables directly from the field to the table?

Recently, in some cities, farmers' cooperatives have entered the community to open direct stores to sell vegetables, and the vegetables planted by farmers have gone directly from the fields to the dining tables of the citizens. It is a good thing for the convenience of the public and well-off farmers, but many vegetable stores have lost money. Why the circulation link has been reduced, but the operating cost has increased? How far is the direct vegetable camp from the field to the table?

To this end, the reporter interviewed Yang Jianguo, chairman of Jiasheng Agriculture, a well-known vegetable expert in China.

Reporter: I read the news that since June 2013, Harbin has encouraged cooperatives in vegetable parks to go directly into the community to build vegetable direct selling stores, and 15 community vegetable direct selling stores have been set up that year. But over the course of a year, only four or five stores are really profitable, which is still a small profit, and the overall benefit is not very good. Why is that?

Yang Jianguo: the reason is not complicated. No matter how it changes, the prices of vegetables in direct stores are not very cheap. Some of them are higher than those in the morning market, so the working class are reluctant to buy them.

Reporter: the circulation link is less, why the cost has not come down?

Yang Jianguo: the rent in any store costs tens of thousands of yuan a month, but there are four or five employees in a store. By contrast, there are only one or two vendors in the farmers' market, and the rent is much cheaper. Another point is that the purchase cost of some stores is also higher than that of farmers' markets.

Reporter: do you think it is the right direction for cooperative vegetables to enter the community directly?

Yang Jianguo: there is no problem with the direction, but we need to solve many practical problems and start from many aspects.

First of all, at the source of goods, do not purchase from the wholesale market, but should directly reach a supply agreement with the place of origin, or simply invite large-scale agricultural producers to set up stores in the community, and the government should subsidize them and get rid of wholesalers and retailers.

Secondly, improve the business philosophy and service awareness. Most of the responsible persons of many direct-run stores are farmers, lack of market-oriented management concept and poor sense of service, so it is necessary to strengthen their training and guidance.

Third, compete with the farmers' market in dislocation. Positioning in green and safe agricultural products, mainly for wage earners and white-collar workers, distinguish themselves from ordinary farmers' markets, so that the price is higher and consumers can accept it.

Reporter: do you have any good cases to introduce?

Yang Jianguo: Jiasheng Agriculture is building the largest green vegetable production base in China and building its own franchise stores. The franchise store adopts O2O mode and provides two kinds of product purchase methods: "online order + store pick-up / delivery" and "store purchase". The management and operation of the store is handled by someone who is familiar with the situation in the community, who may be a community resident himself, so that the direct supply store becomes the "smart CRM" of the most familiar customers: the clerk knows how many people there are, what kind of products they like, and can make more targeted shopping suggestions. In addition, the store also provides agricultural products remote monitoring system and agricultural products traceability system. Customers can watch the interior of the base greenhouse remotely and in real time on the Internet and in direct supply stores to understand the growth of fruits and vegetables and the production management of the base. After purchasing the products, they can scan the traceability system and immediately know which greenhouse the product came from, when the seedlings were planted, where the fertilizer used came from, when and who harvested, packaged, transported, entered the store, and so on. Any product quality problems can be traced back to the source.