The electronic commerce of agricultural products is in urgent need of production and circulation standards.

The 2014 International Symposium on Brand Agriculture Development was held in Beijing from September 4 to 5, while the 2014 China E-commerce Innovation and Development Summit was held in Guiyang City. The two meetings, which do not seem to be related, have intersected because of the recent hot topic of "e-commerce of agricultural products". Approved by the Ministry of Agriculture, the "2014 International Symposium on Brand Agricultural Development" jointly sponsored by the China Association for the Development and Service of High-quality Agricultural products has set up "Regional Strategy and the Road of New Agricultural Modernization with Chinese characteristics", "Jilin Rice High-end Forum", "give full play to the leading role of brands with regional characteristics", "excavate brand culture to enhance product soft power", "e-commerce and trust mechanism of agricultural products" and other topics. Among them, the symposium on "Electronic Commerce and Trust Mechanism of Agricultural products" co-sponsored by the Beijing News has the highest degree of participation and attention.

Agricultural product e-commerce is the first stage of agriculture-related e-commerce.

According to data from the Ministry of Commerce, last year, the total transaction volume of China's agricultural products was about 4 trillion yuan, 80% of which was achieved through wholesale markets, and the amount of online shopping was negligible. As a result, e-commerce for agricultural products is considered to be a big cake with trillions of potential markets, and it is also one of the few virgin places in the domestic e-commerce field.

Zhang Jian, vice president and director of the policy research office of JD.com Group, said that at present, agriculture-related e-commerce is divided into three stages: the first is agricultural e-commerce, the second stage is agricultural e-commerce, and the third stage is rural e-commerce, which is to transform the environment for the development of rural e-commerce from the aspects of information, e-commerce, logistics, and finance.

Rural e-commerce not only sends agricultural products from the fields to the dining table, but also allows people in the fields to enjoy the convenience of e-commerce. It involves not only information technology, but also intelligent logistics, as well as e-commerce platforms, as well as the relatively hot financial services.

Zhang Jian said that rural e-commerce is ultimately committed to changing the elements of urban and rural areas and the exchange mechanism, which may eventually form a situation of balancing public resources between urban and rural areas. "of course this is the vision of the future, and all three stages are being tried."

Cold chain is still the main problem for fresh e-commerce.

Hong Tao, director of the Institute of Business Economics of Beijing Industrial and Commercial University and director of the China Food Safety Electronic Commerce Research Institute, believes that the problems faced by fresh e-commerce are mainly cold chain problems, and the costs of logistics, distribution, express delivery and residential distribution are relatively high. generally, the cost is 30%, 40%, and even more than 50%, or even 100%. If the quality of the cold chain is not high, all previous efforts may be wasted.

Improve the standardized production of fresh agricultural products, modernize the operation, and connect with it with modern circulation, avoid the disconnection between the field head and the market, realize the seamless docking under the condition of high information, and reduce the circulation cost through large-scale operation. improve the efficiency of circulation, otherwise the distribution of fresh cold chain is impossible. Only with large-scale and modernization can the cost be reduced, so that residents can buy in large quantities, which will reduce costs and increase farmers' income at the same time.

The main mode of production in Europe and the United States and other countries is farm production, industrial production, modern production, intelligent production, cold chain logistics is easy to dock, so the cost is low. On the other hand, the production of more than 200 million farmers in China, the decentralization of production, the non-standardization of production, coupled with the lack of accurate market guidance, there is more production today and less production tomorrow, sometimes making money and sometimes losing money, and modernization cannot be realized in a short period of time, so it is very difficult.

The production and circulation of agricultural products are lack of standards.

Sui Bin, curator of the National Agricultural Exhibition Hall of the Ministry of Agriculture, believes that the current e-commerce of agricultural products is facing four major challenges, such as lagging legal construction, low level of standardization, poor distribution services, and difficult coordination among various government departments. The standardization level of agricultural products e-commerce industry is relatively low, which is shown in two aspects: first, there is a lack of quality standards for agricultural products, which leads to the lack of credibility in the quality of agricultural products; second, the standards in the circulation link are not perfect, such as the lack of sorting standards, packaging standards, distribution standards, acceptance standards and management standards. Sui Bin believes that the current competition in agricultural e-commerce has been very fierce, the next step will be more white-hot, if enterprises want to be in an invincible position in the competition, and have greater development, it is very important to adopt brand strategy.

First of all, the scope of business should be determined as high-quality brand agricultural products, which is the basis for building brand points. Secondly, the service content and means should be standardized, convenient and efficient, and gradually improve customer awareness and satisfaction. Third, learn from the operation and management experience of advanced e-commerce at home and abroad, constantly improve their own business construction and management capabilities, and make their own brands bigger and stronger.

■ E-commerce Voice

Supply chain Management to solve the Circulation of Agricultural products

Although the future of e-commerce for agricultural products looks beautiful, recently, there have been many reports that "e-commerce for agricultural products does not make a profit", and the argument that "e-commerce for agricultural products does not make money" and "it is difficult to do e-commerce for agricultural products" can be heard constantly. Zhang Jian, vice president and director of the policy research office of JD.com Group, said that at present, due to the limitations of logistics costs, product standardization and various industrial form systems also need to be improved, and e-commerce of agricultural products is indeed more difficult. However, we will unswervingly carry out e-commerce for agricultural products. Once we can solve the problem of circulation of agricultural products with efficient and low-cost supply chain management, it will bring great changes to production and life.

E-commerce of agricultural products is a long-term investment field.

Jia Ming, co-founder of Life Network, said that Life Network is still in the investment period, and the original goal is not to earn money every year or two to start a business. E-commerce for agricultural products is a long-term investment and a field of high-intensity investment. If you want to make money within two or three years, it is recommended to choose another industry. If you do not do a platform, only do a single product, profit is actually very easy. It is easy to find two star products and make some quick money by selling them on Tmall, Taobao and JD.com. If you want to be a platform, if you want to do standards, input is necessary.

■ data

According to the latest data from the National Development and Reform Commission, China's e-commerce has developed rapidly in recent years, with the total value of e-commerce transactions reaching 10.28 trillion in 2013, an increase of more than 20% over the same period last year. The volume of online retail transactions has exceeded 1.85 trillion, and China has become the largest online retail market in the world. E-commerce has changed the traditional production organization form and management mode. Statistics show that online sales of agricultural products exceeded 50 billion yuan in 2013.

Quotation

After more than three years of research, the current situation of agriculture-related e-commerce is not optimistic, and 28 kinds of problems have been found, which are mainly caused by the fragmentation of agricultural production, processing, transportation and sales in China.

As a result of fragmentation, the whole industrial chain from the production of primary agricultural products to the table will form many breakpoints, which is prone to problems. For example, the production is very good, but there is something wrong with the processing, transportation or storage. In the eyes of consumers, this product is 100% of the problem. This has also led to the formation of mistrust among industrial chains and a lack of confidence in the purchase of high-quality agricultural products in the market, which is very fatal.

Zhang Li, Vice President of China Association for the Development and Service of High quality Agricultural products