Is it as strong as JD.com to solve the seed logistics problem?

In mid-October, the 23rd Beijing seed Congress opened as scheduled. Many attendees told reporters that this Congress is a little different from previous years.

It is different, on the one hand, because this year's Beijing seed Conference is the first time for Beijing, Tianjin, Hebei, Shanghai and Chongqing to jointly display the achievements of the crop seed industry; on the other hand, it is more important that the cooperation between a number of seed enterprises and e-commerce giants has become a bright spot. In the words of the attendees, "e-commerce is targeting seed enterprises."

On October 16th, a number of seed enterprises in Beijing signed strategic cooperation agreements with JD.com Group. The reporter learned from JD.com 's Public Relations Department that these companies include Beijing Golden Agricultural China seed Technology Co., Ltd., Beijing Crawo Grass Technology Development Center, Beijing Kaifuli Agricultural Science and Technology Development Co., Ltd., Beijing Green Crown Grass Co., Ltd., and Beijing Dongsheng seed Industry Co., Ltd.

Judging from the content of the agreement, the reason why the seed enterprises chose JD.com is JD.com 's resources in capital, manpower, technology, hardware facilities, brand influence, and so on. The scope of cooperation between the two sides includes products, operations, finance, and logistics. After the conclusion of the cooperation, the traditional seed enterprises are expected to achieve online and offline integrated development, so as to grasp the initiative to rapidly expand emerging markets.

A person in charge of a contracted seed company, who spoke on condition of anonymity, told reporters: "at present, the seed market is not very good, and cooperation with e-commerce is also a way for enterprises." The reason for being JD.com is based on the two major advantages of JD.com Mall, which is different from platform e-commerce: one is the strong self-procurement system, which can ensure the quality of seeds from the source, which is the foundation of seed e-commerce; the second point is JD.com 's complete self-logistics system, which is convenient for enterprises to establish a complete quality traceability system.

How important is JD.com 's logistics system to seed enterprises?

At present, agricultural e-commerce platforms such as Aiju Network, Agehui, Cloud Farm and so on are all involved in seed industry e-commerce, but enterprises landing on these platforms still need dealers for distribution. "always can not do without dealers, that is to say, can not do without traditional sales channels, resulting in many seed companies are not willing to put good products online." Han Gengrui, chairman of Agehui, told reporters.

"unwilling to put good products online", the result is that farmers will still choose the seeds sold by dealers, thus forming a vicious circle of e-commerce in the seed industry. After all, compared with the price advantage of e-commerce platform, quality and service are more important.

On the same day that a number of enterprises in Beijing signed strategic cooperation agreements with JD.com, Liu Qiangdong, chairman and CEO of JD.com Group, was attending the 2015 China (Sichuan) E-Commerce Development Summit in Mianyang, Sichuan Province.

"in fact, over the past decade, Chinese e-commerce also has a big drawback, that is, the simple pursuit of low prices at the expense of quality, regardless of quality and taste, maps are blindly cheap." In less than 10 minutes of speech, one of the most important views conveyed by Liu Qiangdong is: "the way out for Chinese e-commerce in the future is to take the road of quality and brand, and put quality first."

This point of view, is also the seed industry e-commerce parties most need to practice.

However, at least for now, it is difficult for seed companies to put good quality seeds online to sell, one of the important reasons is that the vast majority of seed enterprises and e-commerce platforms must rely on distributors to achieve distribution.

In this way, it is not difficult to understand why the cooperation between a number of enterprises and JD.com Group has attracted wide attention. Unlike the vast majority of platform e-commerce, JD.com has been committed to self-logistics, firmly grasping the initiative of distribution.

Renshou County, Sichuan Province is rich in loquat. On May 11 this year, JD.com online Mall cooperated with the "Renshou Loquat Festival" to do an online festival, which fully demonstrated the "power" of JD.com logistics. According to the mature period of loquat in previous years, the planning time of the event was set on May 11. But loquat ripens early this year, and it can be picked on May 6. " Lu Yuanguo, president of Renshou County Electronic Commerce Association, told reporters.

"when the loquat is ripe, if you don't pick it for two days, you have to drop the fruit. We waited until May 9. We really couldn't wait any longer. We picked it quickly. " Xu Youkun, director of the Feiyue Cooperative in Wengong Town, Renshou County, told reporters about the "tense situation" at that time: picked on May 9, trucks painted with JD.com 's bright red logo were waiting at the entrance of the village, loaded immediately after picking, and delivered to consumers in Beijing, Shanghai and other places within 36 hours according to the deployment of JD.com 's distribution system.

JD.com gave a beautiful answer in the Renshou examination room for the logistics of agricultural products into the city. In the examination of agricultural materials to enter the village, JD.com 's results are also good.

Since the beginning of this year, JD.com has accelerated the 3F strategy of rural e-commerce. After more than 10 months of efforts, nearly 600 county-level service centers and 1000 "Jingdong help" service stores have opened, recruiting nearly 100000 rural promoters. JD.com service stores with sales exceeding 10 million yuan and rural promoters earning more than 10,000 yuan a month have emerged.

In 2009, "post-90s" Xia Lei became a distributor for JD.com. Now he is the village director of JD.com county-level service center in Renshou County, Sichuan Province. "in less than a year, 297 rural promoters have been developed." He told reporters. Rural promoters, on the one hand, "as the name implies" do rural promotion for JD.com, on the other hand, they also cooperate with the professional distributors of county-level service centers and village-level service stations to do the last kilometer distribution work.

The structure of "county-level service center + village-level service station + village promoters" has laid the foundation for JD.com to work as an agricultural material e-commerce. JD.com Agricultural material E-commerce Channel was officially launched on August 11 this year. In order to promote the landing of JD.com 's agricultural e-commerce strategy and speed up the progress of business development, JD.com integrated relevant social agricultural service resources, and explored the model of JD.com agricultural e-commerce demonstration zone in "South China", "East China" and "Central China" respectively. Today, there are 145 agriculture-related enterprises cooperating with JD.com in e-commerce.