E-commerce "water" is very deep, "water" needs to be careful

On Monday, I was surprised to hear from a friend that a water-soluble fertilizer plant was going to build an e-commerce platform. I was also wondering why such a small fertilizer company should also build an agricultural e-commerce platform. As soon as the boss got hot in his head, he made a decision. Of course, I am not opposed to enterprise innovation or enterprise upgrading, but what enterprises do, must be combined with their own strength. At the same time, we should also see clearly the development trend of e-commerce in the future and find a position suitable for us.

First of all, agricultural e-commerce is not a simple problem of agricultural materials, but a problem of rural e-commerce. It is a bit impractical to talk about agricultural materials e-commerce without rural e-commerce. After all, the number of times a farmer buys agricultural materials is very limited, and agricultural production is only a part of farmers' life and work, or even a small part, so only considering agricultural e-commerce, the limitations are too strong, lack of customer stickiness. Even if farmers sign up for your website or APP, they can't even remember their account and password for a few months, so they can't take the initiative to buy your products.

Second, don't be a platform as soon as you do e-commerce. Jack Ma's success may have misled most people. Now as soon as we do the Internet, we work hard in the direction of the platform. The author believes that at present, the e-commerce platforms made by some agricultural enterprises in the industry have gone too far. Just imagine, if Haier builds an e-commerce platform, will Gree come and sell it? Impossible! The same is true of e-commerce in the agricultural industry. Therefore, we must see clearly their own positioning, do not easily build a platform. Moreover, some of their own weak enterprises, to cope with the establishment of a platform of large investment, or some difficulty.

Combined with other industries, let's look at the development of agricultural e-commerce, there should be three mainstream forms in the future. First of all, there are integrated platform e-commerce, such as Ali and JD.com. Secondly, it is a professional e-commerce platform, such as Youge net, which should be a very good website in the personal sports equipment industry. Then there are vertical e-commerce built by enterprises, such as Gree's official mall. In some single categories of goods, a professional platform is better than a comprehensive platform. For example, table tennis rackets, most of the people around me are purchased on Youge.com, a professional platform, but not on JD.com and Ali. Another is the vertical website such as Gree official Mall, which has super-high brand influence and popularity, so such a platform will have some space in the future.

In contrast, the chemical fertilizer industry, these three types of platforms have not yet emerged outstanding e-commerce, this is an opportunity as well as a "trap". Therefore, agricultural enterprises should not blindly do e-commerce, but should make some practical investment according to their own characteristics and resource endowment. I very much agree with Zhong Boqing, chairman of Guangdong Tianhe Agricultural Materials, that we are underwater, e-commerce is easy on the water, and it is difficult from water to water. The best strategy to deal with e-commerce is to do a good job in the current channel network. Let e-commerce take the initiative to cooperate with us.

Therefore, I suggest that farmers should be cautious in establishing an e-commerce platform, and strive to develop in line with the characteristics of your own enterprise. when you have a strong core competitiveness and sufficient market share, we will talk about transformation and upgrading.