How to embrace the Internet for fresh Agricultural products

E-commerce celebrities discuss together-- how fresh agricultural products embrace the Internet

After the initial stage of hot, agricultural e-commerce, especially fresh e-commerce bottleneck has become increasingly prominent. A few days ago, at the second China Agricultural products E-commerce Conference held in Weifang, a number of well-known e-commerce celebrities gathered to give a keynote speech to explore the development of agricultural products e-commerce.

Logistics is the biggest problem.

"the biggest problem for e-commerce of agricultural products, especially fresh products, is logistics." In the view of Zhang Heping, chairman of Gongtian Specialty Network, logistics costs can account for almost 50% of all costs, coupled with packaging costs, seriously hindering the development of agricultural e-commerce.

In the transportation of fresh goods, many e-commerce platforms have made bold attempts. Daily excellent fresh, as a new fresh e-commerce platform, has set up dozens of warehouses close to living areas, business groups, schools and other customer concentration places in Beijing. "by building a warehouse close to the customer base, the cost will be greatly reduced if it facilitates logistics. The fixed cost of building a warehouse can be shared, and the larger the scale, the smaller the cost will be. In this way, my delivery cost will come down, and it will be more fresh. The customer experience is also very good, only two hours after placing an order, you can get the seafood and fruit you want. " Said Zeng Bin, co-founder and COO of Daily Youxiang.

Shunfeng, a veteran logistics enterprise, not only joined the fresh e-commerce, but also made its own attempt by making use of its original logistics advantages. Lian Zhijun, president of Shun Feng Optimization, believes that in fresh e-commerce, home matching and experience are two major problems. Shunfeng has taken the form of combining online and offline to upgrade cold chain logistics and build stores to give customers the best home matching and experience.

"in the logistics sector, we emphasize the whole cold chain and fast logistics. At present, Shunfeng has four cold chain warehouses in Beijing, Jiaxing, Guangzhou and Xiamen. Follow-up will also promote more cold chain warehouse construction, so far cold chain products have been distributed to 105 major cities, with the strength of SF Express sent to the country. " Lian Zhijun said.

Lack of good referral channels

"because there are a large number of illegal traders, in Beijing, Shanghai and some big cities in Zhejiang, a lot of mutton eaten is not pure, mixed mutton has disturbed the quality of mutton, which is our biggest confusion." Zhang Junming, vice president of Inner Mongolia Xiaowei Sheep Animal Husbandry Co., Ltd., said helplessly that the quality of mutton was good. The price could have been 50 yuan per kilogram, but by the time it reached 100 yuan on the consumer's table, the meat was not fresh enough.

Small-tailed sheep husbandry is faced with the helplessness of most agricultural practitioners. Because farmers have no bargaining power, they have become the thinnest link in the chain. Because the buyer's customer is unstable, coupled with the layers of links in the middle, the price remains high in the hands of consumers.

"if farmers don't sell watermelons in Shandong this year, they may rot in the fields if they can't sell them. When we got it, it was only 50 cents per jin, but the planting cost was 70 cents, and the farmers sold it at a loss. " 'but the market for watermelons this year is not so bad, 'said Chen Gongwei, CEO of Gole.' through us, it finally turned into 4 yuan a kilogram in the hands of consumers.

According to Zeng Bin, COO of Youxian Daily, China is not short of good agricultural products at all, but due to the lack of some good platforms and channels, there is no way to promote China's good agricultural products to consumers.

"so fresh e-commerce also bears another responsibility, that is, selection, such as pork, I will ensure that at this point in time, you will only buy the best products from me. Complete and refined goods, but also can carry out a very good customer contact. " Zeng Bin said.

Provide consumers with a quick experience

Wang Yang, vice president of multi-point, in the face of the expanding user base of fresh e-commerce, believes that accurate customer service is the key to grasp customers. "for different customer groups, we have done two modes of the morning market and the evening market. The morning market is aimed at the aunts at home, and the evening market is aimed at white-collar workers or young staff, giving them more intimate service." Wang Yang said.

In order to solve the problem of the last 500 meters of fresh food distribution, and in order to have a better customer experience, fresh food has adopted the way of self-service delivery of freezers within the community. "We are waiting for goods, not people waiting for goods. The traditional way of distribution, we need to constantly communicate with users about the delivery time, how to deliver, but also difficult to keep fresh. In Suzhou, Shanghai and Beijing, we have set up unattended freezers in the community for self-service delivery. " Zhang Hongliang, founder of fresh Food and Food Restaurant and CEO.

Du Fei, CEO of Tuotuo Industry Society, believes that quality principle, environmental principle, small-scale principle, origin and geographical indication principle, value principle and transparency principle are the six principles that determine whether a fresh product will move towards e-commerce. Fresh e-commerce needs to understand the needs of Internet people and the characteristics of their own products in order to be in an invincible position in the fierce competition of e-commerce.

"for example, the radish in Weifang, which has a large output and a low price, can be consumed nearby and brought to the farmers' market. High-quality radish, in line with the above six principles, can be sold online through planning and packaging. " Du Fei believes that without profits and traditional agricultural products, it cannot really embrace the Internet.