Agricultural products e-commerce: how far can creative marketing go?

At a recent e-commerce training camp for agricultural products held by the Southern Rural Daily, Wang Yi, founder of the corn series of "Baogu", said that "Baogu maintenance" means "make sure you have nutrition." "6 Corns + proper Packaging + Logistics", selling each box online at a sky-high price of 520 yuan, 1000 yuan or even 2000 yuan, and pre-selling 2000 boxes in 15 days.

Hu Haiqing, the direct trader of "Shang Orange", also admitted that "Chu Orange" was initially introduced to the market by the original Life net. It went on sale on the first day of November 5, 2012. the price of 5 kilograms ranged from 108 yuan to 138 yuan, and 1500 cases were sold within 24 hours. Last year, it sold nearly 1500 tons in the original Life Network within 50 days. In 2014, the pre-sale of Chu Orange's "Singles Day" has exceeded the total sales volume in 2013.

Such as "willow peach", "pan apple" and a variety of "sky-high" rice and other agricultural products have had a variety of creative marketing or news gimmicks, which have become hot sales in the market and on the Internet.

Competitiveness focuses on product quality most consumers interviewed by reporters confess: agricultural products are sold through e-commerce, in order to sell a good price, in addition to good marketing ideas, the key is that the product should have a good quality.

According to Chinanews.com, the average unit price of Tianshui apples is less than 2 yuan per catty. After the name "Pan Apple", 12 apples are sold in a box of 118 yuan, equivalent to nearly 10 yuan each.

Many industry experts affirm the "celebrity effect" of this product, but they also say that the "celebrity effect" may make people curious to taste something new, but the key is the quality of the product.

Wuchang Sunflower Sunshine Rice Co., Ltd. focuses on "organic rice", which can be sold at 15 yuan to 50 yuan per jin, which is a best-selling market.

General Manager Guan Yuxiu told Grain and Oil Market News: "as long as there are selling points and consumers pay the bill, it means that product marketing is successful." The value of the product itself is on the one hand, whether customers will pay for a long time depends on how much added value enterprises and products can give consumers. But in the long run, consumers will still consider the issue of cost-effective, so the price can not be too outrageous, unless you have a convincing reason. This reason is undoubtedly the quality of the product, consumer experience, and so on. " The high price and hot sale of "Chu Orange" over the past three years, in addition to good marketing, in the final analysis, the quality of Chu Orange is the dominant factor. " Hu Haiqing told the reporter of the grain and oil market newspaper. What to do after a hot sale? creative marketing, if operated properly, agricultural products will usually reach a hot sale in e-commerce, and sales will even exceed expectations. It's just that what happens after a hot sale? Wang Yi said that from the moment it was founded, Baogu Baoyang had made a plan for long-term development. "We first sell tender corn, and when the corn is old, we sell corn flour, and then we sell corn oil, and then we sell corn wine, which ensures the activity and continuity of the products." Guan Yuxiu believes that the gimmick is only to attract attention, whether it is good or bad, as long as it can increase attention is considered a success.

"after the initial popularity of agricultural products, the blindly high price policy is not a long-term solution. Enterprises should formulate marketing strategies in advance according to their own situation, such as differentiated sales to people at different levels of consumption according to different categories and different positioning. " Industry insiders pointed out.

The reporter learned that the prices of 5 jin of Chu orange in the past two years ranged from 108 yuan to 138 yuan. This "motivational orange" has long played the card of "differentiation." according to the quantity of consumer demand, Chu Orange now has "ideal version" and "hot-blooded version". The price of 2.5kg is 86 yuan and 76 yuan respectively, while the "private customized version" is 1720 yuan per 20 cases, and there are a variety of other formats and prices.

E-commerce may be a lifesaver? Before the emergence of e-commerce and WeChat commerce, high-priced agricultural products brands were rare, but now, with the popularity of e-commerce and WeChat commerce, through one or several marketing plans, a variety of agricultural products e-commerce is really popular with high prices. However, it remains to be seen whether e-commerce is the biggest lifesaver for high-priced agricultural products.

An industry insider who spoke on condition of anonymity told the reporter: "in my opinion, this kind of high-price marketing does more harm than good to the enterprise." There are many WeChat merchants who just want to make some shoddy products, make a sum of money and stay away from e-commerce Wechat. Why is it more and more difficult for WeChat e-commerce to close sales now? perhaps too many consumers have been fooled. " "Don't see e-commerce so mysterious and magical. E-commerce is nothing more than a big supermarket with no geographical restrictions in the network. But similarly, it also makes it more difficult for consumers to choose. After all the products are done, they will begin to choose to be refined. " Guan Yuxiu said, "the e-commerce craze is only temporary, and people's consumption will become more and more rational." At present, some sales platforms are suffering from fake goods. However, e-commerce does reduce the cost of selling agricultural products, which is its undisputed advantage, "stresses Guan Yuxiu.

According to the article "it takes only 10 years for Industry 4.0 to eliminate Taobao", published on the official Wechat of "China E-commerce Industry", in the sense of consumption, "Industry 4.0" can integrate raw material procurement, design and production according to consumer demand, and then deliver it directly to consumers after completion. This sales model is 40% lower than the cost of selling through some intermediate network platforms.

E-commerce can well solve the contradiction between small farmers and big market in China's agriculture, and realize the docking of agricultural production and market demand. Choosing the correct operation mode is the lifeline for the survival and development of agricultural e-commerce enterprises. To do a good job in e-commerce of agricultural products, enterprises must pay attention to adapt to the characteristics of agricultural products, accurately locate the target population, provide efficient logistics transportation, form in-depth industrial chain cooperation, and strive for policy support from the local government. " Chen Wei, director of the Software and Integrated Circuit Promotion Center of the Ministry of Industry and Information Technology, once said publicly.