E-commerce of agricultural products pays more attention to marketing and quality.

At present, some agricultural products e-commerce has entered the misunderstanding of emphasizing marketing and neglecting quality. E-commerce for agricultural products should not only rely on the Internet to subvert the traditional sales channels, but also provide consumers with authentic goods through docking with production links.

Foodie friends often buy specialties from all over the country to taste fresh. But he has always had doubts: some fresh agricultural products are sold at high prices online under the banner of "origin" and "pollution-free", but the quality is really unsure. Gradually, he began to choose community shops or street fruit stalls. "it tastes the same anyway." Why should e-commerce for agricultural products in pursuit of premium make consumers who "feel similar" be willing to place orders?

With the success of star fruits such as Liutao and Chu Orange, e-commerce of agricultural products has become a hot field for mass entrepreneurship. Driven by a group of entrepreneurs who understand the Internet and marketing, agricultural products originally distributed in remote areas have been packaged and promoted through the Internet, and their prices have also gone up. For a time, the success model of all kinds of agricultural products e-commerce began to spread, but mostly focused on how to marketing and packaging, and the secret of agricultural products e-commerce success was even simplified to marketing success. The simple pursuit of novel and unique marketing methods and high-end and exquisite packaging can not prove the product quality. at present, quality and safety is still a "one-vote veto", which is a "weakness" of agricultural products e-commerce management.

This shows that the efforts of agricultural products e-commerce to integrate agricultural production links are still weak and have not yet been well connected with the whole industrial chain of agricultural products. In this case, the old problem of quality and safety that may be caused by the production process still exists. How to ensure the quality of agricultural products, to achieve transparency from the field to the table, so that consumers can rest assured to buy, still need to be explored.

The key to the connection of agricultural products e-commerce with agricultural production is to realize the safety and transparency of the production process and quality traceability. In traditional agricultural production, either rely on traditional experience, or subject to profit motivation, or lack of scientific guidance, the use of chemical fertilizers and pesticides is lack of fixed rules, and the production process is also lack of standards. Once there are quality problems in agricultural products, it is even more difficult to trace the source. Although the situation has improved somewhat in recent years, it has not fundamentally changed. The intervention of Internet technology can effectively change this situation. Integrate the production base, realize the data sharing of farmers or farms, and promote the standardization and standardization of production.

Agricultural products e-commerce docking agricultural production links, but also need to give full play to the power of consumers to participate in the supervision of the production process. In the traditional model, the origin of agricultural products is in rural areas and the market is in cities. Geographical separation makes the information of producers and consumers asymmetric, which makes it difficult for both sides to have a sense of trust. The Internet provides a way for both sides to interact. E-commerce can organize consumers to participate in the supervision of the production process through user data analysis, and participation in self-testing can effectively deepen the understanding of product quality. Also through the QR code and other channels, so that consumers grasp the source of supply, understand and rest assured of consumption. All these help to build trust between the two sides.

The essence of business lies in the equality of transactions, consumers accept the premium of agricultural products, and the e-commerce of agricultural products should also ensure the quality and quality. E-commerce for agricultural products should not only rely on the "net" to subvert the traditional sales channels of agricultural products, but also pay more attention to "business" so as to provide consumers with genuine goods. This is the sustainable way for the industry to develop.