Can "Internet +" reverse the slow sale of fruits

This year is the year of "touching the net" of fruits produced in Shanghai. Some orchard fruits have opened stores on many well-known e-commerce websites, such as Yi Guo net, Malu "Chuanlun" brand organic grapes have opened a flagship store on Tmall, and the products of "Taoyong Peach Industry Professional Cooperative" have been on store No. 1. Songjiang Cangqiao Crystal Pear has entered the "delivery Sanxian" e-commerce platform.

When it comes to fruits produced in Shanghai, it seems that they are not very famous. Although more than 100 high-quality brands of local fruits have been formed, 10 of which have become famous brands in Shanghai, there is a lack of public awareness of high-quality fruits, coupled with the fact that the orchard is located in the outer suburbs and is limited to the obstacles of time and space. Citizens do not know how to easily buy authentic fruit.

With the help of the Internet is a new way of thinking to adjust market supply and demand and to dock orchards and consumers. Within a week, the Municipal Greening and cityscape Administration launched two "Internet + fruit" initiatives-- partnering with Dingding.com to launch the "Youyuanbao" mobile app with 63 orchards, and using the "Haoguo Ode" Wechat platform to sell high-quality fruits produced in Shanghai. How effective are they and can they be recognized by the public?

Why doesn't "Yuanbao" sell fruit?

The city greening and cityscape administration and Dingding.com have launched the Youyuanbao mobile app. The Android version is available for download, and the iOS version will be available on the shelves in mid-August. Want to eat high-quality peaches, pears, grapes, blueberries and kiwifruit in Shanghai? "Garden Treasure" will take care of it for you. It contains 63 "safe and high quality reliable orchards" information in the city, including main varieties, maturity, sales price and preferential information. However, you can't buy any kind of fruit through this app.

The relevant departments said that it is not technically difficult to add the sales function to the application, and the main reason for not selling fruit is that it only provides information services considering the role of the government. In view of the voice of the public, the subsequent version will add the function of selling fruit, what kind of way to take still need to study, may also take the link to jump to other e-commerce.

Dingding.com, the partner of Youyuanbao, is famous for its geographic location service. The promotion of "Youyuanbao" reads as follows: users can drive directly to the orchard to buy high-quality fruit through GPS navigation. Another partner of Youyuanbao is the city park management center, not the forestry department that manages a large number of economic fruit forests. It seems that the positioning of "Yuanbao" is not to sell fruit directly.

Forestry department uses "WeChat business" to carry out sales promotion.

Last Saturday, Wujiaochang sunken Square held the 2015 Shanghai Summer quality Fruit Promotion Conference. Prior to this, the Municipal Forestry Terminal, in conjunction with Haoguosong, a high-end fruit sales platform, launched a "safe, high-quality reliable orchard" area in its Wechat sales platform. Citizens can buy the city's high-quality fruit by touching the mobile phone, and people within the outer ring can enjoy free delivery on the specified date.

On July 13th, the Wechat platform of "Hao Guo Song" launched the first batch of "safe, high quality and reliable orchard" promotional fruit gift boxes, which sold well after launch due to the large discount range. On July 23, the Wechat platform launched the second batch of gift boxes for high-quality fruits made in Shanghai, which are Jinshan flat peaches and Jiading Malu grapes, which are protected by national geographical indications.

With the help of a third-party e-commerce platform, docking and selling local high-quality fruits is a safer way for government departments. However, apart from this short-term promotion, there are no other fruits made in Shanghai on the catalogue on the Wechat platform, only fruits from other parts of the Yangtze River Delta, such as Wuxiyang Shanshui peach and Zhejiang Haichang pear.

Can the government affairs of "Internet +" play a role?

In addition, people are also concerned about whether "Internet +" government affairs can play a certain role when local fruits fall into unsalable and other problems. Citrus, peach, pear and grape are the four main fruit tree species in Shanghai, accounting for 95000 mu of citrus. According to the forestry department, this year's citrus production coincides with a small year, and the output will be significantly lower than last year, by about 30% to 40%. However, in recent years, oranges are sometimes unsalable, being shipped to major parks for low-price promotion, and even the picture of fruit farmers cutting down trees and planting other crops is still fresh in my mind.

From the local orchards and fruits included in "Youyuanbao" and "Ode to good fruits", grapes and other fruits account for a large proportion. Malu grape has long been well-known, has been recognized by the market, in the face of competition in the fresh e-commerce platform, may not be "worried about marriage." On the contrary, it is citrus and other fruits, although sweetness and other technical indicators have been improved, but brand awareness has not been high. When it comes to slow sales, individual fruit growers do not have a good solution.

Eliminating the asymmetry of information, organizing fruit growers to adapt to the market, and building channels to connect e-commerce are in line with the role of the government. Perhaps when the supply and demand of the market needs to be adjusted, the "Internet +" government affairs of fruit can have more room to play.