Agricultural Merchant No. 1: Amazon and JD.com of agricultural resources

"We come for change!" Today, China's largest agricultural e-commerce platform, Agricultural Merchants No. 1, launched by Kim Jong-da and others, was officially launched in Beijing. Wang Xiaobing, deputy director of the Market and Economic Information Department of the Ministry of Agriculture, he Caiwen, deputy director of the planting Management Department of the Ministry of Agriculture, Wu Wenjun, chairman of the China Agricultural Industry Development Fund (IFAD), Wan Lianbu, chairman of Kim Jong Da, and Li Yonghe, senior vice president of JD.com Group, attended the launching ceremony held at the Diaoyutai State Guesthouse. Sinochem Group, China seed Group, Jin Coal, Wengfu, Luxi, six countries Chemical Industry, Hongri Akang, Qiule seed Industry, Rivoles and other well-known agricultural enterprises at home and abroad have signed up to become the No. 1 strategic partner of agriculture and commerce.

Luo Wensheng, CEO of Agricultural Merchants No.1, gave a keynote report.

With regard to agricultural e-commerce, we will have a series of questions: what if farmers do not know how to surf the Internet? How to reconcile the channel conflict? How to guarantee logistics and distribution? How to keep up with the technical service? Luo Wensheng, vice president of Kim Jong Da and CEO of Agricultural Merchants No.1, boils down to the following genes for successful agricultural e-commerce: making the ultimate product like Xiaomi mobile phone; building efficient logistics like JD.com e-commerce; as convenient and easy to worry as Didi Taxi; building dense village stations like China Post; and providing professional services like Chunyu doctor.

Following this line of thinking, Agricultural Merchants No. 1 brings together powerful resources of capital, channels, logistics, products and experts: national capital support represented by China Agricultural Industry Development Fund, and national channel support represented by China Post. The national quality support represented by Sinochem, China seed, Luxi and Kim Jong-da, and the national technical support represented by the compound Fertilizer National Engineering Center, the Pesticide National Engineering Center and the seed National Engineering Center, build a national agricultural e-commerce team and plug in the wings of the Internet for agriculture. This newspaper gives you an in-depth analysis of the organizational structure and operation mode of Agricultural Merchants No. 1 for the first time.

Capital: building the national team of e-commerce

Agricultural Merchants No. 1 was initiated by Kim Jong Da and jointly built by four fund companies, including the China Agricultural Industry Development Fund, which is directly under the Ministry of Finance, and the Modern seed Industry Development Fund, with an investment of 2 billion yuan in the first phase, which can be called the largest amount at present. At the same time, there are also China Post and JD.com in deep cooperation. It is worth noting that the China Agricultural Industry Development Fund is the first national agricultural industry fund approved by the State Council. the Modern seed Industry Development Fund is the first seed industry fund initiated and set up by the Ministry of Finance, the Ministry of Agriculture, the Agricultural Development Bank of China and Sinochem. Their investment represents the will of the country, so Nongshang No. 1 is interpreted as an e-commerce national team in the industry.

Wu Wenjun, chairman of the China Agricultural Industry Development Fund, said that as an investment at the national level, IFAD aims to pry an industry by supporting the development of leading agricultural enterprises. Since 2012, IFAD has screened more than 1000 projects and ended up investing in only 14 projects, and investing in Agricultural Merchants 1 is one in a thousand.

Location: agricultural version of Amazon

There are roughly three mainstream e-commerce models: first, Taobao's third-party open platform, where all goods can be settled; second, JD.com vertical e-commerce, mainly self-supporting; and third, enterprise-built platforms, such as Xiaomi mobile phones. What is the positioning of Nongshang No. 1?

Agricultural Merchants No. 1 has a slogan: do agricultural version of Amazon, JD.com. Both Amazon and JD.com are self-supporting platforms, specializing in procurement, logistics and professional services. Agricultural Merchants No. 1 also adopts a franchise model, the platform will not be open to all products, only the industry leading brands can be settled, and provide professional logistics and technical services to provide users with the best consumer experience. At present, there are domestic well-known agricultural enterprises such as Kim Jong Da, Sinochem, China seed, Jin Coal, Wengfu, Luxi, Guanfeng seed Industry, and foreign agricultural giants such as Israel Rivoles and American borax. In order to put an end to fake and shoddy agricultural materials, all online goods are insured by insurance companies; in the future, Agricultural Merchants No. 1 also plans to set up a laboratory to formulate entry commodity standards and shape the quality benchmark of the industry.

Service: start the project of thousands of villages in Qianxian County

Agricultural materials e-commerce kungfu offline, this has become a consensus. The offline system of Agricultural Merchants No. 1 includes three levels: County-level operation center-village-level service station-- member. Luo Wensheng said that in the next three to five years, Agricultural Merchants No. 1 will build 1000 county-level operation centers and develop 100000 village-level service stations, covering 10 million farmers. In this framework, the county-level operation center is responsible for distribution and agricultural technology services, and the village-level service station is the trust link between e-commerce and farmers, responsible for helping farmers place orders, query information, and provide other convenient services.

In the building of the service system of Agricultural Merchants No.1, there are two eye-catching roles involved-China Post and JD.com. China Post has developed grass-roots outlets in rural areas, Kim Jong-da has the largest channel resources in the compound fertilizer industry, and JD.com has rich experience in platform operation, service center construction and logistics system integration. The tripartite combination is expected to build a large-scale ground service system in a short time. Moreover, the Postal savings Bank of China may introduce financial services to its members and joining partners in the future.

When talking about how to cooperate with Agricultural Merchants No. 1 in the future, Li Yonghe, senior vice president of JD.com Group, said that JD.com is launching the 3F strategy for rural areas and building five major networks, including logistics, marketing, finance, and big data, around this strategy. In the future, these resources can be shared and complementary with Agricultural Merchants No. 1.

Explosive: subversive price reshaping industry

No explosives, no e-commerce. You may still have the impression of Jinzheng pushing meal fat crazily in the early days, but now the mystery has been solved. Kim Jong-da wants to create package explosions on the e-commerce platform to benefit members and farmers with shocking preferential rates.

The online commodities of Nongshang No. 1 include fertilizers, seeds, pesticides and agricultural machinery and tools, on the basis of which fertilizer packages and planting packages are combined. These packages have two market breakouts: one is to provide farmers with efficient planting plans to buy them all at one stop, and the other is to make a big profit. For example, Taoshibao, a dedicated brand for e-commerce on Nongshang No. 1, costs only 299 yuan online for 400 yuan offline and 439 yuan for 880 yuan offline.

After farmers become members of Agricultural Merchants No. 1, the more they buy, the more points they will get, and the value-added services they will get will increase accordingly in the future. They will use package explosions to develop members and sign village stations with package explosions. This is the thunderbolt means of Agricultural Merchants No. 1 promotion.

Channels: walking on two legs

Does de-intermediation of e-commerce mean abandoning traditional channels? Nongshang No. 1 has carried out a rather ingenious layout in this respect. In terms of products, the effective distinction between e-commerce operating categories and offline will not touch the interests of traditional channels; on the other hand, agricultural dealers can walk on two legs after obtaining e-commerce authorization.

One leg is to strengthen the competitiveness of traditional channels by using the service platform of Agricultural Merchants No.1 to manage customers. In the past, our consumers are free-range mode, sales rely on treats to eat, the channel cost is very high, and in the future through Agricultural Merchants No. 1 will greatly improve customer stickiness and manage their own fan economy. For example, with the help of the expert platform of Agricultural Merchants No. 1 to provide users with technical guidance and agrochemical services, regularly send pest control information and weather forecasts to farmers, and launch online promotional activities to farmers irregularly, of course, there will certainly be more value-added services in the future.

The other leg is that dealers can compete for the right of e-commerce agents, develop members and village stations in their respective regions, and transform from traditional dealers to service providers. In this new channel, dealers will directly become farmers and develop village-level service stations to make them their own free salesmen. Nongshang No. 1 has a vivid metaphor for this: let the whole street help you sell agricultural materials.

Technology: integrate the best expert resources

When e-commerce goes to the countryside, it is necessary to solve the problem of high-quality agricultural materials going to the countryside, and to break through the bottleneck of the "last kilometer" of agricultural technology services. Agricultural Merchants No. 1 integrates the best agricultural technology expert resources in China, face-to-face and peer-to-peer with farmers with the help of the Internet. Nongshang No. 1 has established strategic cooperation with national scientific research institutions and authoritative experts such as compound Fertilizer National Engineering Center, Pesticide National Engineering Center and seed National Engineering Center. In addition, Kim Jong-da's hundreds of agrochemical experts at home and abroad and thousands of ground technical service personnel will join the Agricultural Merchants No. 1 service camp.

In the future, 100 agrochemical experts will sit on the online platform of Agricultural Merchants No.1. Taking into account the regional characteristics of agriculture, these experts are divided according to their expertise in crops and regions, and members can quickly find the most suitable experts for consultation.

"to sum up, complete, specialized, good, and provincial, this is the solemn commitment of Agricultural Merchants No. 1 to farmers as the national team of agricultural materials and e-commerce." According to the explanation of Luo Wensheng, the person in charge of Agricultural Merchants No. 1, "Quan" is to provide a full range of agricultural materials solutions, one-stop purchase, no longer running around; "special" means that hundreds of agrochemical experts are online all the time, planting problems are solved online and offline; "good" is the championship brand alliance to achieve rest assured purchase; "province" is the channel de-intermediation, package purchase is cost-effective.