E-commerce of agricultural products should start all over again.

Recently, several e-commerce information intertwined, prompting me to have a new thinking about agricultural products e-commerce.

The first message, recently a lot of media are reprinting the United States fresh e-commerce how. In fact, American e-commerce is strong in the supply chain, not only at low cost, but also at high efficiency. Compared with one of the domestic fresh e-commerce, it suddenly became a "rough brother", which also shows that our fresh e-commerce actually put too much effort under the surface, just like this society, it seems impatient, and losses are basically inevitable. Now it is really necessary to practice internal skills well.

The second message, Suning's fresh supermarket began to reverse attack, a great sweep of the early O2O haze trend. After reading the report, he said that Suning Supermarket expanded beyond normal limits with the help of Suning's strong supply chain, and its profitability was good. Think of Suning's difficult transformation two years ago, really let people worry, now suddenly open, also can be regarded as online and offline integration mode made exploration. The enlightenment lies in that the current traditional enterprise e-commerce emphasizes too much on the approach to e-commerce and forms one-way e-commerce thinking, which will inevitably lead to the involvement of offline traditional business; if it counterattacks online according to the offline mature mode, it may have unexpected effect.

The third message, Alibaba and Suning teamed up, and both sides held shares in each other, with a total transaction volume of 40 billion yuan, which shocked the industry for a while. This incident basically shows that the competition between e-commerce and traditional enterprises has passed the stage of incompatibility, and has begun to be deeply integrated, and has entered the stage of capital union, and small troubles will face more severe practical tests. After the cooperation, Suning fully launched on Alibaba platform, moved the offline mature supply chain to the Internet in terms of fast-moving consumer goods, directly moved the cheese of the original online retailers; and Alibaba can also penetrate offline with the help of Suning's huge store system.

The fourth piece of information was the saliva lawsuit between the writer Liuliu and Jingdong. Because of the deterioration and damage of online shopping mangosteen, the writer Liu Liu, who has tens of millions of fans, has to deal with an embarrassing crisis in Jingdong, which is ready to do a big job on fresh e-commerce, while the Tiantian Orchard, which has just cooperated with Jingdong, has only "lying gun". From the relevant comments to see, There are also think female writers may be too much, More insiders for those who have not been 66 "accountability" to other fresh e-commerce feel glad, Because everyone knows, Fresh e-commerce supply chain pain is not a day or two. Behind Jingdong, there are still a large number of new farmers who suffer from this pain when entering e-commerce, making it very difficult for them to develop Internet agriculture to repay Sangzi.

The fifth piece of information was about the dispute over whether the transaction data of one mu of farmland was fake. If we use today's e-commerce statistics to see, one mu of farmland really has false data suspicion, those offline transaction matchmaking data really hard to say. However, you can recall the history. In the early e-commerce era characterized by transaction matchmaking, isn't it the accumulation of data filled in by both parties after the transaction? When e-commerce enters a new era as a whole, agricultural e-commerce is actually still in its infancy, and it is going back to the old road of e-commerce more than ten years ago. Just like the initial stage of socialism, it is difficult to surpass it. Of course, one mu of farmland really has the responsibility to verify the accuracy of the input data, because there is no e-commerce transaction tied with payment, logistics, etc., so the randomness of data filling is inevitable; not to mention that the current e-commerce swiping is still criticized by the industry. The most fundamental thing is that one mu of land is at war with the backward small-scale production agricultural system. To completely connect the small-scale production information of thousands of farmers with the large market, thousands of employees are not enough. Perhaps 100,000 troops will have some effect, but is this what an Internet enterprise does? More like a government service! Therefore, I do not want an acre of land to fall, their courage is commendable, agriculture needs such B2B e-commerce, the government also needs, but need to pay attention to adjust the strategy, from easy to difficult, first from the scale of small B big C, from the key industries, step by step, rather than running along the VC line of thought, otherwise, agriculture will only say with a black face,"Chen concubine can not do it"! How many bloody things prove that the only fast and indestructible Internet canon does not work for agriculture.

Three pain points of agricultural products e-commerce

Combining the above information with the report that "4,000 agricultural products e-commerce have no profit" has been circulating, causing me to think: Is agricultural products e-commerce falling into a misunderstanding that is difficult to get out of? This is lost in the process of quickly following the general commodity e-commerce. For example, agricultural products e-commerce, especially fresh e-commerce, generally agree with four ways out: localization, community-based, O2O, branding, but the specific landing model is quite difficult, so far there is a lack of very powerful success cases, but a group of enterprises that took the lead in exploring fresh O2O unfortunately became "martyrs".

If further analysis, we can find that agricultural products e-commerce has three major pain points.

First, e-commerce for agricultural products has burst into e-commerce like Cheng Yaojin, who was killed halfway out, but the foundation of e-commerce is not solid. If we look at the development of e-commerce in China from the perspective of connotation, we have generally experienced the stage of dealmaking based on the docking of commodity information and the stage of direct trading of commodities supported by payment and logistics. at present, it is entering the new economic stage of e-commerce, which is full financial penetration, deep integration of industrial chain and accelerated online and offline integration. If we look at the development process of e-commerce in China from the perspective of formal evolution, we have generally experienced several stages: the first rise of B2B, the sudden rise of C2C, and the blooming of B2C everywhere. Now these three forms have begun to merge, and many e-commerce enterprises are in a state of mixed operation, including both B2B and B2C; some individual entrepreneurs also start to reverse B2C from C2C; now it is the trend of evolution to C2B. On the other hand, e-commerce for agricultural products, basically taking 2009 as the outbreak point, began to develop rapidly. it was passively brought in after the whole e-commerce development entered a mature stage, and basically did not experience the stage of dealmaking based on commodity information docking. Directly enter the stage of direct trading of commodities supported by payment and logistics Also did not go through the general industrial products B2B stage, but directly into the highly competitive online retail market, whether B2C or C2C, are simply imitating the existing general commodity e-commerce. In essence, there is a great difference between the e-commerce of general commodities and the e-commerce of agricultural products, and the current e-commerce model is not specially invented for agricultural products, and even some places are not applicable to agricultural products. This kind of "killing in halfway" of agricultural products is also obviously underprepared in terms of ideas, management concepts, talent reserves, and industrial matching, which brings a lot of problems that are not clear, do not adapt, do not know how to do, and ignore.

Second, the e-commerce of agricultural products has entered the e-commerce market ahead of time like a film that has not finished its post-editing but is released in prime time, but the production base is not solid. At present, the general commodity e-commerce has long passed the stage of standardized production, and began to enter the stage of personalized customization and flexible production. Small quantities and multiple batches and turning orders at any time has become the production basis of e-commerce. However, agricultural products have special properties which are completely different from ordinary industrial products. It is not only impossible to fully standardize products like industrialization, but also face the grim reality of industrial chain segmentation and immature supply chain. How many fresh e-commerce companies have fallen on this weakness! It can be said that it is normal for agricultural products to have problems with e-commerce, but it is not normal if there is no problem. Therefore, it is impossible to apply the "light asset" model of general e-commerce in agricultural products e-commerce, and the non-standardization of production and imperfect quality traceability system often lead to a result, as long as there are a large number of orders. generally, it is bound to be accompanied by a large number of bad reviews and returns. Conventional logistics warehousing is not suitable for agricultural products, especially in fresh e-commerce, its stringent requirements in heat preservation, moisturizing, packaging and transportation is no longer a simple technical problem, but also requires scientific and technological innovation and process reengineering. become a complex new system engineering, how many e-commerce enterprises fall on the journey of exploration.

Third, the e-commerce of agricultural products has entered the e-commerce battlefield like soldiers without a name or serial number with their bare hands, and it is impossible to identify who is who, and the foundation of branding is very shaky. It must be admitted that obvious achievements have been made in the brand construction of agricultural products, such as a number of regional public brands represented by geographical indications products. Consumers know that crabs should eat Yangcheng Lake, apples should eat Shaanxi, navel oranges should eat Gannan, and so on. But on the whole, the progress of the branding of agricultural products obviously lags behind the general industrial products. When we can be familiar with the mature market brands such as several major brands of white goods and clothing brands, the brands of agricultural products are really dwarfed. What we can call Yili and Mengniu in dairy products, Sanquan and yearning in frozen food, Shuanghui and Yurun in meat products, are actually the brands of the food industry. In the real field of primary agricultural products, especially in the field of fresh products, there are regional brands, but there is a shortage of brands in the market dominated by enterprises. for example, we want to eat Shaanxi apples, but we don't know which company supplies authentic Shaanxi apples, not to mention bath crabs, advanced chickens and so on. In the intermediate stage of the development of e-commerce, in order to meet the needs of brand consumption, a large number of "Taobao brands" emerge as the times require, and the typical representative is Handu clothes house; today, there is no offline big brand and lack of online "Taobao brand", leaving only the homogeneous low-price vicious competition of white-brand products. It can be said that there is a long way to go to cultivate big brands of agricultural products offline, while the online development of "Taobao Brand" is just beginning.