"Internet +" changes the Marketing of Agricultural products

"Internet +" is affecting the transformation of agricultural production and marketing methods. " On 20 August, at the first "Internet + Agricultural products" Promotion and Development Summit Forum, the participants reached such a consensus.

Internet + agricultural products, which is a new thing, needs new learning. First set the rules, get off to a good start, and walk steadily. In the field of agriculture, we should not dream or cheat, but be realistic. " Liu Zhiren, vice chairman of the National Organic Agriculture Industry Alliance, said at the meeting.

An idea: gain the trust of users

In this day and age, will brokers, wholesalers and retailers as traditional intermediate marketing links between producers and consumers be replaced by a platform called the Internet?

It is undeniable that "Internet +" has become a hot word in various industries. Through the Internet, point-to-point docking is directly realized, and the distance between producers and consumers is greatly shortened. So, in the field of agriculture, how to achieve the trust of consumers in agricultural marketing?

"at present, there are two channels of trust, one is the trust of acquaintances, that is, trust you, so trust your products; the other is the trust of strangers, that is, you have done well, let me know." Zhao Yayu, CEO of Youcai, said.

How does the Internet realize consumers'"stranger trust" in agricultural products? "the factors that affect the quality of products, such as the environment, varieties, farming methods, logistics and storage of agricultural products, are all displayed through the Internet. Plus text introduction + picture + video self-promotion way to show yourself to strangers. " Zhao Yayu said.

In addition, the trust of consumers can be established through third-party certification. Such as natural environment, soil, planting, professional evaluation of products, organic, green, pollution-free certification and so on. Zhao Yayu said, "consumers comment on and rate the agricultural products and services they buy, which is also a channel for other consumers to get commodity information."

Using the Internet to open up themselves, producers should also take the initiative to understand consumers themselves and achieve direct communication with consumers. "for example, farm operators can set up an online community in which they can post instant messages and answer consumers' questions." Zhao Yayu said.

Lou Xiangpeng, chairman of Fulai Brand Agricultural Consulting Agency, also believes that the marketing of agricultural products should return to the essence and be user-centered. Brand is the only way for agricultural products to achieve a "thrilling leap". But the biggest misunderstanding is to emphasize the regional public brand rather than the user brand. "

One model: the layout of agricultural e-commerce

Whether it is rural Taobao or JD.com agricultural materials, they have been doing one thing in recent years, that is, the layout of agricultural e-commerce. Just after Singles Day holiday in 2014, rural Taobao was launched. JD.com opened its agricultural materials on August 11, 2015.

"optimize traditional shopping channels to better protect the rights and interests of consumers, omit all links in the middle, and give profits directly to farmers." JD.com agricultural materials e-commerce procurement and sales business head Wang Tao said. In their view, agricultural e-commerce for rural consumers, a word: province.

"fake, scattered, set" agricultural products have always been a concern for rural consumers. JD.com has six strict quality control measures for agricultural materials. Strict review of factory qualifications, strict control of purchase channels, irregular spot checks, independent research and development of quality control system, strict punishment mechanism, to ensure worry-free return and exchange. " Wang Tao said.

Rural Taobao and JD.com agricultural materials are located in county-level service centers in county cities north and south of the Yangtze River. In these stores, large or small, sample display areas of agricultural materials are set up, and rural promoters serve farmers.

"Agricultural materials e-commerce has innovated the circulation system and promoted the order of agricultural materials industry projects." Liu Zhiren commented, "the idea is very good, but we need more pilot projects and more summaries." Moreover, the pilot project should be diversified. "

At present, JD.com has explored Suqian pilot model and Henan pilot model in Jiangsu Province and Henan Province. Jiangmai 919 produced by Suqian Zhongjiang seed Company is the first seed product on JD.com Agricultural material Channel.

JD.com is selling seeds are all self-management mode, the whole process through JD.com 's supply chain system to ensure that farmers buy authentic, affordable seeds. JD.com is selling seeds in combination with JD.com finance, and farmers can also enjoy financial services such as installment payments and JD.com notes when buying seeds.

In addition, JD.com, together with Suqian Zhongjiang seed Industry, joined Wudeli flour processing Plant to use Jiangmai 919 wheat as the preferred raw material for flour processing, which solved the problem of farmers' grain sales.

A technology: anti-counterfeiting traceability platform

In the "Internet +" era, people only need to scan the bar code of goods with their mobile phones to know its sales price, shopping malls and other information. At the same time, people hope that through this easy sweep, anti-counterfeiting can be traced back to the source, so that they can eat and use at ease.

A batch of one code, that is, the global unique serial number of the two-dimensional image code printed in the same edition is the same, and the logistics traceability query of the same batch can be carried out. On the other hand, one standard and one code is the unique global serial number of each product with a unique two-dimensional image code and electronic label, according to which the logistics traceability query can be carried out.

Zhang Peng, head of Beijing Zhongyi Huanke Ecological Technology Development Co., Ltd., explained: "apart from maintaining its own anti-counterfeiting characteristics," Zhang Peng, head of Beijing Zhongyi Huanke Ecological Technology Development Co., Ltd., explained: "apart from maintaining its own anti-counterfeiting characteristics, because the labels on each package are different, so the code scan records of each item can be accurately recorded and queried. When a user buys a new commodity, according to the scan record of the commodity, the authenticity of the commodity can be preliminarily determined. "

"at present, the commonly used anti-counterfeiting technology, the first generation is laser anti-counterfeiting, which can only produce one batch of code; the second generation is code anti-counterfeiting, that is, scraper-type coating, which can only produce one standard and one yard, and the printing cost and process are relatively high. Both methods are easy to copy in bulk. " Zhang Peng said.

"the third generation is the security code. The anti-counterfeiting of two-dimensional image code has the advantages of novel and unique way, ultra-high information storage capacity, individual customization, strong error correction, high security and non-replicability. " Zhang Peng said, "in addition, there are electronic tags anti-counterfeiting, can not be copied, full anti-counterfeiting, but the price is on the high side."

The whole traceability system includes attached code, traceability information recording, production storage, logistics, sales network, merchant super and query verification. Through the big data cloud platform to achieve "Internet + anti-counterfeiting + traceability + marketing + data", consumers can learn more about goods and enterprises online, and buy products online, while enterprises can not only prevent counterfeiting, but also customize reports according to demand. Expand value-added services.