Online marketing of agricultural products: the road is good and there are many difficulties

On November 6th, the first China (Weifang) Agricultural products E-commerce Conference was held in Weifang. JD.com, Shunfeng selection, Gome online and other influential domestic comprehensive e-commerce platforms, as well as Jiadong Farm and other local fresh e-commerce platforms conducted face-to-face exchanges. Weifang is a big agricultural city, how to use e-commerce platform to expand the sales of agricultural products and increase farmers' income is a new problem worth discussing.

Build your own website--

Logistics and customers are difficult problems

Jiadong Farm online Mall, founded in 2012, is a home-grown agricultural products sales website in Weifang. After two years of trial operation of buying and selling self-produced agricultural products, it has gained a number of fixed customers. He Minglei, operation manager of Jiadong Farm online Mall, said that the operation mode of the website is that as soon as mature agricultural products are available, they will be released on the website immediately. Weifang citizens will sit at home or any place with a network terminal and click a mouse to order the agricultural products they like.

"our biggest advantage is that it is fresh, delivered twice a day, at 10:00 and 5pm, directly from the fields to the public, shortening the circulation of fresh food and saving time and cost." He Minglei said that after two years of operation, there are also many problems. "the most important thing is logistics. Fresh food needs a strong distribution network and fresh-keeping facilities. This link is not good, and the rest is empty talk. Now we have a distribution network in Weifang, and the surrounding counties and cities have just been completed, and the distribution efficiency needs to be further tested and improved, while it is much more difficult in other cities or outside the province. "

"on the other hand, developing customers requires a lot of publicity and promotion, and how to make them believe that the quality of our fresh food is very difficult, so it is very difficult to develop customers, but generally those who start to buy our fresh food will continue to buy it, and it is relatively easy to maintain customers. It is also a problem to contact farmers. Some farmers do not understand what e-commerce is. They are afraid that we are liars and are unwilling to cooperate with us. Our main thing is to sign supply contracts with farms. " He Minglei said.

Gao Xia, who lives in Lixia District of Jinan City, began to order vegetables through the website of Shouguang Tianyuan Fruit and vegetable Company last year. Li Chunxiang, general manager of Shouguang Tianyuan Fruit and vegetable Company, said that since October 2012, the company's e-commerce platform has been in operation and launched a "house distribution" service, realizing "point-to-point" vegetable distribution from farm to table. "We use our own logistics, the cost is very high, this business is hardly profitable yet, but e-commerce, direct delivery is definitely the trend, we must adhere to this business and develop well." Li Chunxiang said.

Relying on large-scale e-commerce platform--

The threshold for entry is high

The rise of large-scale e-commerce is the most convenient and efficient way to solve the circulation of agricultural products. Online stores such as No.1 store began to lay out agricultural products market and go deep into the county, which greatly promoted the sales of many agricultural products, and the agricultural products recommended by these large e-commerce homepages are often snapped up.

"my colleagues often read from various websites and compare them with each other. In the past, I only went to Taobao, but now there are too many fakes on Taobao, so there are many people who buy online shopping on JD.com, Gome, No.1 store and COFCO. Like buying grain and oil for daily use, I often look for special prices from COFCO, which are available all over the country, which are very convenient and buy few vegetables. " Said Li Fang, who works for a real estate company in Weifang.

Yu Hao, from Qianliu Village, Gaoliu Town, Qingzhou City, majored in agricultural machinery at university. after graduation, he went back to his hometown to pack 10 mu of land, built a small farm, and planted wheat, corn, yam, sweet potato, potato and other agricultural products, all using organic fertilizer.

"I worked hard and managed well, so I had a good harvest. But sales give me a headache, mainly sent to the local supermarket and vegetable market. I opened a shop on Taobao, but the new store has no reputation, sales are very low, JD.com, shop 1 and other big websites dare not even imagine, first of all, I do not have such a large volume, and want to go there to sell the cost is too high. " Yu Hao said.

According to Wang Bo, marketing manager of Gome online investment promotion, the maintenance costs and customer service costs for the operation of e-commerce platforms are not low, so they have to charge a certain fee to enter these platforms for sales. "and must have both quantity and quality, good quality in order to sell to our platform, once stationed, there may be a lot of sales, there is no quantity can not meet the needs of customers." Wang Bo said.

Taobao opens a store--

Publicity and marketing is a sad thing.

Zhang Jianxin, from Dalun Village, Daotian Town, Shouguang City, helped his parents sell their own grain, free-range Shouguang chickens and stupid eggs on Taobao after work. Opening the "Little New Farm" he opened on Taobao, the reporter saw that his shop was decorated very carefully and all kinds of goods were sorted and arranged neatly. "now I only have the reputation of a diamond, the number of visitors is very low, and I can have sales of about 1,000 yuan a month." Zhang Jianxin said.

In Zhang Jianxin's view, the main reason for the poor sales of his Taobao store is the lack of publicity and marketing means and funds. "there are thousands of grain sellers on Taobao, and it's hard to stand out here, especially new stores like me." He said that if you want to participate in a cost-effective promotion, or go to the home page of Taobao, the cost is too high to bear.

"there are still some problems with sales on Taobao. We sell free-range chickens and stupid eggs of real materials, many of which are sold under the banner of free-range chickens. The price is too low for us to compete. And such as eggs, it is difficult to mail, can only buy special packaging, so the cost is suddenly much higher, spread on each egg, only one packing fee, the cost is 0.3 yuan. " Zhang Jianxin said.

"it's a good thing for people like me, at least technically, I can open an online shop, and I can take a picture of the field and upload it to the Internet. Most of the farmers in our village, especially those who are a little older, can't operate at all, let alone open an online shop." Zhang Jianxin said.

Zhu Xiangdong, 54, from the same village as Zhang Jianxin, not only grows vegetables, but also raises Shouguang chicken. He said: "these new things in the online store, I just listen to the children say that they can't do it at all, and they don't know anything about electronic payment. Without the children, it's too difficult for us to sell things online."