"running close to the ground" is the key to the success of agricultural e-commerce

In recent years, many industries, once plugged into the wings of the Internet, will be favored by the capital market, and then enter a "barbaric" growth cycle. From the early vertical e-commerce, group buying network, traditional industry O2O and now cross-border e-commerce, they have all become the "pigs in the tuyere" in a short period of time. But only agriculture, China's largest traditional industry, can hardly easily rely on the Internet model to usher in blowout growth. Its

There are three reasons:

The first reason is that the agricultural Internet is risky, difficult and demanding to entrepreneurs. Take agricultural e-commerce as an example, it is very different from agricultural e-commerce. Agricultural e-commerce focuses on the upper and middle reaches of the agricultural industry chain, and the audience is farmers. Farmers have problems in the demand for agricultural materials, such as strong regionality, strong seasonality, diversification of soil composition, scattered producers and so on, which makes the natural risk and market risk of agricultural e-commerce far greater than that of agricultural products e-commerce. Capital or entrepreneurs who do not have a deep understanding and dedicated management attitude to agriculture It's hard to get into this field easily.

The second reason is that the mode is single and the resource capacity of the integrated industry chain is insufficient. Although there are 178 million netizens in rural areas of our country, accounting for 27.5% of the total netizens, Internet thinking has not really penetrated into the "agriculture, rural areas and farmers", and the mode of production thinking still can not get rid of the traditional consciousness of small-scale peasant economy. The same is true of many agricultural Internet entrepreneurs, although entrepreneurs integrate the Internet into agriculture, but most of them have a single model, and the ability to integrate industrial chain resources in the later stage is also seriously insufficient, resulting in the plate is too small to become a climate.

The third reason is that there are many "slot points" in the industrial chain and it is difficult to implement. This is the most important and difficult point to break through. In fact, the difficulties of agricultural production and other real industries are the same, production, marketing and distribution each link is a difficult hurdle, agricultural Internet in the implementation process of the details of the "slot" is difficult to be easily found. Therefore, due to the diversity and complexity of agriculture, in the process of realizing the agricultural Internet, a lot of work must be sunk to the front line of the field to find, implement, trial and error, and accumulate. The key to solving this problem is to make agricultural Internet services as flat as possible and implement the strategy of "running close to the ground" to resolve them one by one.

At present, the "Internet +" action plan has risen to a national strategy. according to statistics, at present, there are more than 30, 000 agriculture-related websites, more than 4000 agriculture-related e-commerce, and the "Internet + agriculture" model is also more complicated. It can be summarized into three models: one is the intelligent agriculture model for the profound use of Internet technology, and the other is the e-commerce model for the comprehensive use of Internet marketing. The third is the industrial chain model of omni-directional and deep integration of Internet and agriculture.

These three models show a state of echelon progress, although in the current period of time, these three models will co-exist, but in the long run, the deep integration of Internet and agriculture will be the future development trend. Using the Internet to link up the chain of agricultural modernization, the advanced production factors such as information, agricultural technology, finance and logistics are infiltrated into the circulation of agricultural materials, trading of agricultural products, agricultural technology services, agricultural finance and insurance, rural logistics and other links. Only by integrating all the attributes and functions of the Internet with the links of the whole agricultural ecosystem in the whole process, all elements and depth can we create a complete sense of "Internet + agriculture". The problems of traditional agricultural information asymmetry, low circulation level and low product capacity can be solved through the "Internet + agricultural comprehensive service" model.

However, under such a train of thought of omni-directional and deep integration of the Internet and agriculture, because of the characteristics of agriculture itself, agricultural e-commerce must "move down the center" and really work on the land and be close to farmers. only in this way can we gain a more solid foundation for development. Taking the agricultural material e-commerce platform "Yun Farm" as an example, hundreds of county-level service centers and tens of thousands of village-level service stations have been established, covering more than a dozen provinces and regions, including Shandong, Henan, Jiangsu, Hebei, Liaoning and Inner Mongolia. the service area is nearly 300 million mu. These village-level service stations such as capillaries effectively infiltrate the upstream agricultural market and are close to the first-line agricultural production land. Help agricultural sellers sink into the rural terminal market "from one stop to the end". On the other hand, these sites also help farmers hand in hand, and directly promote the genuine products of formal manufacturers on the platform, greatly reducing the cost of agricultural procurement and improving the efficiency and quality of agricultural procurement.

To quote a bold sentence from Niu in the TV series "Old Peasant": "Peasants, you can't do things that leave the land." Agriculture is the most taboo and impetuous. No matter where the times and technology develop, the root of agriculture is always rooted in the land. This is also the motto of cloud farm to implement the strategy of "running close to the ground". This requires entrepreneurs to work hard with an attitude of awe to agriculture. Any enterprise doing agriculture is like ploughing every mu of land under its feet. If there is no down-to-earth spirit, it will not produce good fruit.