On the Real problems in Agricultural material Market from the Perspective of Internet

E-commerce is not only a challenge of conceptual innovation, a challenge of market reform, but also an unprecedented opportunity for traditional agricultural enterprises. In particular, the mobile Internet is rapidly changing the way of life and production in rural areas of our country at an unimaginable speed, and even begins to pry the format of agricultural material circulation. All the major agricultural enterprises have "electrocuted" actions, and 2015 is called the first year of agricultural e-commerce in the industry.

What exactly are the problems facing our agricultural material channels? What problems can e-commerce solve? Only by studying the root causes of the problems objectively can we make the framework design of agricultural e-commerce become an extension of traditional channels and build the most approachable agricultural e-commerce.

Misunderstanding of Land Circulation and large-scale planting

It has become an inevitable trend to develop agricultural scale operation through land transfer to change agricultural production relations. Both the traditional agricultural material channel reform and the emerging agricultural material e-commerce design regard the service-scale agricultural production as the next direction of building the marketing system. Calmly analyze the current pattern of land transfer, the state is very clear about the separation of the three rights of land transfer, that is to say, under the premise that the nature of cultivated land does not change, the ownership of cultivated land is still in the village collective, and the contract right is still in the individual peasant household. The only thing that can be transferred is the management right, and the essential attribute of land contract in our country has not changed. When agricultural enterprises change traditional channels or introduce e-commerce model, they should fully take into account farmers' inherent feelings for land and the actual situation of rural development in our country, and grasp the needs of large growers. It is also necessary to maintain the traditional service supply to individual farmers.

The Rural Logistics Distribution system in a deep sleep

Although there are many deficiencies in the development of rural logistics in China at the present stage, the logistics infrastructure, logistics public service platform and the degree of standardization of rural logistics services are not perfect. However, for the traditional agricultural material circulation, although the agricultural material logistics system does not have a unified brand and system, the warehousing and distribution system of commodities is relatively perfect, and the number of channel stores in counties, townships, towns and villages is of considerable scale. for the development of rural e-commerce, the existing agricultural material logistics is sufficient to support its basic distribution function, but this system is still sleeping, on the one hand, it has not formed a national interactive system. On the one hand, it does not have the ability to fully realize the "last kilometer" service in the concentrated fertilizer season.

Now there is a saying about rural logistics called "two-way logistics". In fact, the logistics and distribution of agricultural products into the city has been completely market-oriented, with a high degree of maturity. From the perspective of operational requirements, distribution system, participants, time and schedule and other factors, agricultural products to the countryside and agricultural products to the city are two completely different channels and models, it is difficult to integrate. Therefore, the distribution of agricultural e-commerce has a very deep foundation in the rural market, but it needs to be promoted and reformed through Internet thinking. And the so-called "two-way logistics" is probably only a theoretical idea.

There is huge room for improvement in financial services.

Rural finance is the core of agricultural production, traditional agricultural dealers are relatively fixed in financing channels, and the cost almost accounts for more than 10% of the operating volume. With the emergence of large-scale growers, the demand space of rural financial market is more and more huge. The existing rural financial and credit services are mainly small agricultural loans and agricultural special loans, the amount of small agricultural loans is too limited, and agricultural special loans are restricted by loan conditions and requirements are too high, resulting in the new agricultural operators' capital needs can not be met quickly. This is precisely to the Internet platform to provide a very potential market. Through Internet technology, we can start rural financial services more quickly, cheaply and safely, and then change the mode of agricultural management.

Port setting of information and service entering the village

Information asymmetry is one of the topics that have been criticized in the rural market. in addition, traditional agricultural dealers mainly sell products to implement agrochemical services. Practice has proved that it is difficult to solve the problem of information asymmetry in rural market through administrative means and relying on enterprise behavior. With the promotion of urbanization by the state, the rural market begins to have basic software and hardware in information dissemination, especially the popularity of mobile Internet technology, which provides the most convenient access to information and services into the village. on the contrary, a virtual platform transmits agricultural product planting, sales, agricultural material prices, technology and other information directly to the smart phones in the hands of farmers.

Honesty and the Construction of Brand Evaluation system

In the traditional management of agricultural materials, honesty is not only the basis for the survival of dealers, but also the biggest headache in the industry, such as the lack of credibility between enterprises, the deception of farmers by enterprises, and the deception of so-called experts and bad media. This phenomenon can exist in the rural market, both subjective and objective reasons, but also the lack of an effective evaluation mechanism. It is difficult to find an effective method with the traditional means of operation in the field of agricultural materials. However, the digital function of e-commerce, the evaluation function of Taobao online merchants and the security payment function of network finance will provide a reliable supervision and evaluation system for the integrity and brand construction of agricultural materials industry.

Rigid demand of agricultural material market

The rigid demand scale of agricultural material market is a proposition recognized by the industry. It is just that the supply of agricultural products is larger, and the market competition is more sufficient. But only demand exists, and all that is left is to solve the problem of efficiency and efficiency of supply. There are many concepts of compound fertilizer products, and it is precisely in this demand to seek greater profits. At a time when traditional sales techniques are unable to increase market share again, changing the existing way of selling agricultural materials through Internet thinking will be a kind of subversion and reconstruction of business rules.