What are the new shortcuts for agricultural products to enter the city?

On July 30 this year, the General Office of the State Council issued Opinions on Accelerating the Transformation of Agricultural Development Mode, proposing to innovate agricultural marketing services, vigorously develop agricultural e-commerce, guide various agricultural business entities to connect with e-commerce enterprises, and promote the development of logistics distribution and cold chain facilities and equipment.

Open up the circulation channels of agricultural products and open up the roads for agricultural products to enter the city. In recent years, all kinds of exploration and testing have stood at the cusp of "Internet +": large farmers actively seek their own way out and open up agricultural products sales with the help of community platforms; bulk agricultural and sideline products land in cities with the help of professional fresh e-commerce platforms; Small scattered farmers rely on the square heart of the city fresh online shopping, in the remote countryside successfully embraced the Internet... Recently, the reporter in-depth market visit found that various emerging network marketing models are emerging in all parts of Shuxiang, modern agricultural products circulation new era is coming.

shortcut one

Community platforms become big farmers selling new favorites, bypassing middlemen to do their own work

At noon on September 7, Chengdu white-collar Li Li's WeChat ring kept ringing.

This is the crazy time of the day for foodies.

Open WeChat,"Kangmei community Chengdu aquatic food" group has already exploded pot, a new round of salmon ordering began. "Cheaper than the ones on the market." Habitually scanning the information, Li Li decisively shot, sent the group administrator 3 jin salmon order information, and with Alipay transfer payment. "Order now. If you hurry, you can eat fresh salmon tonight." Li Li looked forward to delicious salmon.

"Selling aquatic products through WeChat and other social platforms is a new mode in recent years. Through community marketing, we have broken the traditional aquatic product sales mode, reduced circulation costs and improved transportation efficiency." Kang Mei, head of the food group, told reporters that she is partnering with the largest cold water fish base in Xiling Town, Dayi County, with an annual output of 600,000 catties of salmon. In August 2014, they began to try new marketing models, developing target consumers with the help of WeChat community platform, and then holding offline activities of community friends in time to gather consumers and realize direct supply of aquatic products from base to dining table. At present, Kangmei has founded 30 communities with more than 3000 friends. Last year, the aquatic products sales of the community reached 10 million yuan, accounting for 15% of the total sales of the base.

Using WeChat and other platforms to release supply information, supplemented by offline activities to gather netizens, this is not all of agricultural product community marketing. With the help of local well-known network forums, the development of offline experience activities is also a new mode of agricultural products entering the city.

August 23,, Jianyang Shibandeng Town Yangquan kiwi fruit base will try to network platform community marketing sweet. On the same day, under the planning of local mainstream network media, a netizen kiwi fruit picking activity was carried out lively. More than 200 netizens poured into the base of 180 mu, instantly swept away more than 2,000 catties of kiwi fruit, and the sales volume was close to 1/10 of the total output of the base this year.

Kiwi fruit base responsible person Liu Lin told reporters, Traditional kiwi fruit sales mode, Is middlemen door-to-door purchase, Then sold to supermarkets and other retail points, In front of strong middlemen, Planting base and farmers rarely have pricing power, This mode not only raised the retail link sales cost, Also not conducive to the development of growers, So the base from this year, Try to start community marketing, Get rid of middlemen, Do by themselves.

Secret delivery

Product quality and price determine the success or failure of social marketing

Chen Shiping, director of Sichuan Rural E-commerce Research Institute, believes that both WeChat community marketing and netizen picking activities are a new attempt to bypass middlemen and realize direct supply of agricultural products from land to dining table.

At present, the state has launched the strategy of e-commerce into rural areas. For the majority of agricultural business entities, we should bravely embrace the Internet, broaden the circulation mode of agricultural and sideline products, and realize that more agricultural products are directly supplied to the dining table from the land.

For the agricultural business entities that are about to carry out community sales, Kang Mei and Liu Lin remind that there are several points that should be paid attention to in the process of connecting to the Internet: First, the quality of products must be guaranteed. Without the guarantee of product quality and quality, any Internet model will not work; second, we should pay attention to the positioning of prices. Since circulation links have been reduced and middlemen have been bypassed, operating costs will naturally fall. For consumers, high-quality and low-priced agricultural products are more attractive.

shortcut 2

Big companies set O2O feast, fresh goods can be directly connected to big cities

If community marketing is suitable for the operation of powerful minority farmers, then the entry of bulk agricultural products into the city needs a larger platform and channel. The O2O model is an inevitable choice.

In recent years, many O2O operation enterprises have emerged in Chengdu market. Through the unified channels and packaging of the company, a large number of agricultural and sideline products have realized direct supply from land to table.

Among them, the "Cailong Net", which innovates to set up intelligent fresh-keeping electronic dish boxes and solves the last kilometer problem of fresh e-commerce, is the most eye-catching.

"All along, the 'last kilometer' is the bottleneck of the development of fresh e-commerce, how to ensure that the fresh ingredients booked online can be received in time and kept fresh? We came up with the idea of an intelligent preservation electronic dish box." Yang Shaoquan, the person in charge of the company, told reporters that after installing intelligent fresh-keeping electronic vegetable boxes free of charge in the community, citizens placed orders online, fresh ingredients would be directly sent to intelligent vegetable boxes, intelligent vegetable boxes automatically turned on refrigeration equipment, citizens as long as they input the pick-up password, they could take packages, intelligent vegetable box system will automatically turn on refrigeration equipment according to the needs of goods refrigeration or preservation, set different preservation temperatures, effectively ensuring the freshness of agricultural and sideline products.

Since September 2014, the company has started to lay intelligent fresh-keeping boxes, which have covered more than 200 communities in Chengdu. The major agricultural product bases around Chengdu have cooperated with "Vegetable Dragon Network" to form an industrial chain integrating direct procurement, sorting, packaging and distribution, realizing the dream of agricultural and sideline products reaching big cities.