The "war" of agricultural e-commerce should strive for good products and services.

The battle for agricultural material e-commerce is full of smoke, and the e-commerce channel will have a certain impact on the existing interests of the traditional agricultural material channel, but the emergence of any new transaction mode is not a complete negation of the traditional transaction mode, but puts forward higher competition requirements for them. To provide better agricultural products and services for farmers is the direction of agricultural e-commerce.

Alibaba announced the launch of Taobao Agricultural material Channel on July 14, where farmers can buy pesticides, fertilizers, seeds and feed in a "one-stop" way, and get scientific technical guidance on agricultural production, according to media reports. Then, on the 16th, JD.com Group signed a contract with the agricultural material e-commerce platform "Agricultural Merchants No.1" to carry out cooperation in the construction and operation of the platform, the construction of service centers, and the integration of logistics systems, so as to promote the rapid entry of agricultural materials into villages and households.

The front foot is close to the rear foot, and the battle for agricultural materials and e-commerce is full of smoke. Agricultural material is not only a huge market cake, but also a new field opened up by Internet +. The move of the e-commerce giant made the agricultural materials industry exclaim, "here comes the wolf at last!" E-commerce channels will have a certain impact on the existing interests of traditional agricultural materials channels, but it is not easy to break down the original barriers to protect interests. The emergence of any new transaction mode is not a complete negation of the traditional transaction mode, but puts forward higher competition requirements for them.

At present, Chinese farmers are faced with four major puzzles when purchasing agricultural products. First, the price increase is high, because agricultural materials sales is a multi-channel, multi-level form, from manufacturers to provincial, municipal agents and then to county agents, and then to retailers and farmers, there are many levels of price increases. Second, there are few choices. At present, the radius of rural consumption is relatively small. What agricultural materials farmers can buy depends on what the village sells. Third, they worry so much that it is difficult for farmers to distinguish between good and bad products. Fourth, poor service and lack of technology. now the service that farmers can get depends on what services retailers can provide. Agricultural e-commerce has the characteristics of direct targeting at farmers in the sales channel and convenient logistics distribution system, which can partially solve the above problems and has a good development prospect.

After all, agricultural materials belong to the means of production, which is different from other consumer goods. For e-commerce, it is not easy to integrate with agricultural materials, facing several common problems: many farmers do not have the conditions and ability to surf the Internet, and they are used to buying agricultural materials on credit, and are full of doubts about online shopping that can't see people and things. In order to achieve the goal of giving benefits to farmers, agricultural e-commerce must be disintermediated, which will face conflicts with traditional channels, especially when large manufacturers in the field of agricultural materials do e-commerce, they often worry that online increments will squeeze the trading volume of traditional sales channels. I am worried that I am "fighting with each other". How to achieve the integration and complementarity of the two, testing the wisdom of the industry. Agricultural material is essentially a combination of products and services, and the standardized use and on-site management of products directly affect the effect of product use. We should attach great importance to the improvement of offline service system and the construction of localization service system; as a seasonal commodity, how to meet the short-term high-intensity distribution is a challenge in terms of cost and time.

To be an e-commerce business with agricultural materials, you must have confidence, patience and perseverance, and there is no way to succeed in striving for quick success. A few years ago, e-commerce price wars occurred frequently, and the e-commerce industry as a whole was not mature. Nowadays, the competition between e-commerce has gradually shifted from price war to service war, e-commerce is fighting for comprehensive competitiveness, including product quality, price, finance, logistics and distribution and so on. The healthy competition of e-commerce has brought real benefits to farmers, the price is more transparent, and the service also extends to the whole agricultural industry chain. Farmers have more options to compare who has the best performance-to-price ratio and the best service before they choose to buy.

With the increasingly fierce competition, greater benefits can be achieved only by providing professional and differentiated services and fully segmenting the market. Whether it is a comprehensive large website, or professional subdivision of small websites, if you want to be bigger and stronger, you need to focus on the following aspects. First of all, agricultural e-commerce must optimize their products and, taking seed products as an example, can only cooperate with those well-known and branded seed companies to make them the source suppliers of seeds. Otherwise, if you buy the seeds of the problem, farmers will suffer losses and the credibility of e-commerce will decline. Secondly, the deficiency of "Internet + agricultural material" lies not only in the poor trading of online products, but also in the lack of offline service system, so we must attach great importance to the construction of offline agricultural material service system. Third, whether it is the e-commerce platform or the third-party sellers, they should abandon the speculative myopia, do a good job in service, put the interests of farmers in the first place, and operate in good faith in order to win the trust of farmers and achieve long-term development. Finally, the difference between e-commerce and traditional retail lies in electronic, networking, remote, in order to avoid fake and shoddy agricultural materials, fraud and other online shopping chaos, to promote legislative improvement and strengthen supervision is imperative. Farmers should also strengthen their awareness of prevention, do not blindly pursue low prices, take advantage of small gains and suffer big losses, and can retain relevant evidence, such as invoices, electronic transaction vouchers, logistics pick-up documents and chat records, in the event of disputes, can be resolved through legal means. If you encounter after-sales problems, do not be afraid of trouble, but immediately contact the merchant to solve.

No matter what kind of business model, the ultimate goal is the real scientific and technological connotation of good products and competitive services, which is the direction of agricultural e-commerce efforts.