Rural e-commerce should highlight "individuation, differentiation and branding"

With the widespread popularity of the Internet and the promotion and use of the Internet of things technology, following the rise of urban e-commerce in China, rural e-commerce is developing rapidly.

According to the statistics of China Agricultural products E-commerce Development report 2014-2015, the number of agricultural e-commerce enterprises in China reached 31000 in 2014, of which 4000 were agricultural transaction e-commerce, forming a "two super, multi-strong, minority" market pattern. Among them, the "two supermarkets" composed of Ali and JD.com occupy the main share, and in recent years, some emerging agricultural products e-commerce have also formed their own characteristic development model after receiving capital injection. According to statistics, the sales of agricultural products on Ali platform increased from 3.7 billion yuan in 2010 to more than 80 billion yuan in 2014, with an average annual growth rate of 112.15%. In terms of fresh e-commerce on Taobao, the transaction volume of fresh e-commerce nationwide reached 13 billion yuan in 2013, an increase of 221% over the same period last year and is expected to reach 26 billion yuan in 2014.

For the development of rural e-commerce, some people think that it is like the spring thunder in May, which comes and goes quickly. According to the "report" statistics, at present, only 1% of domestic agriculture-related transaction e-commerce can make a profit, 7% have huge losses, 88% have slight losses, and 4% are flat. As for the problems existing in the e-commerce of agricultural products in China, the famous scholar Hong Tao believes that the homogenization of the construction of e-commerce websites is serious, which leads to disorderly competition, loss-making operation, and even the coexistence of station construction and station closure.

The characteristics of the Internet, such as freedom, openness, equality, free, interaction, cooperation, personality, virtual, continuous and global, determine that e-commerce is closely related to people's work and life in the new era of continuous development of information technology.

The wide application of the Internet in rural areas has promoted the revolutionary changes in the production and marketing of agricultural products. In the past, the state of self-sufficiency and closed operation of rural residents who "only care about planting, not marketing, only production, regardless of the outside world, and food and clothing, regardless of wealth" is quietly changing.

With a piece of optical fiber, a computer, a number of cameras and other devices, sitting at home in the countryside, you can send out the sales message of agricultural products to people all over the world. Even consumers who are thousands of miles away can follow the clues and buy their favorite agricultural products at any time.

Seemingly simple rural e-commerce, why so many agriculture-related transactions e-commerce profits are rare, the loss is greater than people expected?

From the analysis of the current operation of agriculture-related e-commerce, the main reason lies in "homogenization, homogenization, miscellaneous brand".

Homogenization makes the agricultural products sold through e-commerce dazzling, but it is difficult to find the personalized products that consumers need; homogenization makes agricultural products sold through e-commerce look familiar, but it is difficult to find the differential commodities that consumers need; hybrid brands make thousands of agricultural products sold through e-commerce, but for the excellent brands of agricultural products that consumers need.

In order to make the rural e-commerce people develop steadily and obtain the best economic benefits in the highly competitive market economy, it is necessary to make an article on "individuation, differentiation and branding".

Rural E-commerce should highlight "Personalization"

Compared with popularization, personalization is often used to refer to the needs and services with individual characteristics. In the current era, with the improvement of material and cultural level, people's consumption is becoming more and more personalized.

The diversity of choices. The fully liberalized market, rich agricultural resources and worry-free living conditions make many consumers choose the goods they need when purchasing agricultural products with a critical eye among the colorful goods. For example, among many corn cobs, some consumers choose purple corn, some choose blue corn, some choose red corn; among all kinds of fresh sweet potatoes, some choose to eat raw, some choose to bake cooked, some choose to eat puffed, and so on; in the popular flour consumption, some like to make noodles, some like to make dumplings, some like to spread pancakes, and so on.

To meet the needs of consumers'"personalized" consumption, it is necessary to meet the diversity of consumers' choices. Only to meet the personalized needs of consumers, they will always patronize your agricultural e-commerce platform, e-commerce platform will grow up among the growing consumers.

The participation of choice. In the era of paying more and more attention to food nutrition and physical health care, people's demand for agricultural products is no longer limited to what e-commerce websites provide, what they consume, it is worth paying great attention to that they will directly participate in the commodity design process.

In the era of planned economy, it would be nice for people to be able to eat even standard rice and standard flour for major grain varieties, such as rice, flour, etc. Now, people are no longer rare to mark a rice, standard flour. For consumers who cannot tolerate over-processing of grain and loss of natural nutrients, they need stone-ground rice and stone-ground flour produced by traditional stone grinding technology; for consumers with different diseases, what they need is no longer ordinary rice, but rice with physiological functions such as regulating the human body. Such as selenium-rich rice, germanium-rich rice, low protein rice, high protein rice, high lysine rice, sugary rice, low allergy rice, vitamin A rich rice, low phosphating rice, chlorophyll rice and so on.

Let consumers participate in the design process of agricultural production, and finally get the products they need, they will be more favored in the respect and demand of rural e-commerce platform, rural e-commerce platform will also shine.

The originality of choice. The rapid development of science and technology, reflected in agricultural species, will continue to produce new and beneficial varieties. Among the hundreds of millions of consumers, there are versatile, familiar and far-sighted scientific and technological workers, and their originality is not trivial.

According to media reports, there are only two people recorded in the history of corn cultivation in the world. One is Wallace, founder of the American Vanguard seed Company, who holds the world record for high yield of spring corn, and the other is Li Denghai of China, who holds the record of high yield of summer corn in the world. The chance of a new corn variety from cultivation to success is only one in 120000. A farmer with only junior high school education has achieved success. In 2005, the world record of high yield of summer corn with a yield of 1402.86 kg per mu has been maintained.

Li Denghai is both a producer and a consumer. Li Denghai's deeds have proved that as long as he can discern talents, it is possible to create miracles in the new species of agricultural products.

For maize varieties with high yield and high quality, as producers-the majority of farmers need, as consumers-feed, breeding enterprises need, can have high yield and high efficiency. Therefore, the rural e-commerce platform should attach great importance to the unique views of consumers and achieve mutual benefit and win-win results through bold support.