Experts give advice to solve the trust problem of agricultural products e-commerce.

E-commerce has become a hot topic, an endless stream of Internet enterprises from new areas, new formats, carried out a variety of innovations, people are overwhelmed. How to gain consumer trust is also a difficult problem for agricultural e-commerce. With the rapid development, how to solve the consumer trust problem? Let's take a look at the analysis and advice of experts at the 2014 International Symposium on Brand Agricultural Development.

Fragmentation of the agricultural chain leads to mistrust

Zhang Li, vice president of the China Association of High quality Agricultural products Development Services, led the team for more than three years to explore the problems in China's agricultural circulation.

The study found that China's agriculture or agricultural products e-commerce, agricultural e-commerce, rural e-commerce, no matter how many fundamental problems listed, can find out the factors of trust. Zhang Li believes that if the problem of trust is solved, there are several solutions to the corresponding problems. The fragmentation of agricultural production, processing, transportation and sales in China makes a great difference between the whole economic development of China and the developed countries in Europe. Because of the fragmentation, many breakpoints will be formed between the whole chain of primary agricultural products from production to the dining table. The existence of these breakpoints or due to the fermentation of these breakpoints, the whole industrial chain has formed a situation of mutual mistrust. This mistrust attitude directly affects the development of the industry, hinders the sale of good things, and leads to a lack of confidence in the purchase of specific quality agricultural products. Therefore, we are often in the midst of all kinds of rumors about food safety, and many of these rumors are misspread and innocently transmitted to e-commerce and producers.

Producers, operators and consumers should be unified.

Guangdong Hemao (Group) Investment Co., Ltd. has been a channel merchant for a long time, and the recent idea is to establish 1000 Hemao boutiques across the country to integrate e-commerce and physical stores to create a real O2O model. unify the producers, the link links and the final consumers.

Jiang Yatong, chairman of the company, believes that whether it is a physical store or e-commerce, the final product should bring consumer experience. Producers, operators and consumers are all factors related to the quality of agricultural products. First of all, producers ensure the quality of agricultural products from the source, such as soil, water quality, seeds and planting. At the circulation level, it is necessary to reduce the loss of agricultural products and achieve controllable quality.

Jia Ming, co-founder of Live.com, believes that there are many difficulties in cracking the fragmentation of China's agricultural production. The fragmentation of production leads to a strong sense of mistrust and insecurity in the user experience. Another big problem is non-standardization, because agricultural products are non-standard products, resulting in unstable user experience. Originally, Life Network is promoting upstream enterprises to produce in a standardized way. Standardize it through technical means and planting means.

Now the words big data and cloud computing are very hot. Deng Zhongheng, an expert in the Internet of things and cloud computing from the State Administration of Foreign Affairs, believes that these technologies can be used to help our agriculture and agricultural e-commerce. He believes that the establishment of the credit system is an important part of brand building, in turn, the brand can also help the establishment of credit. At present, the trust system related to agriculture in China is the traceability system and traceability system. If the whole process of production, transportation, processing and sales can be traced back to the end, it will be a very important basis of the trust system.

Zhang Jian, vice president and director of the policy research office of JD.com Group, believes that trust can be divided into negative trust and positive trust. Using big data and all kinds of data of the Internet of things to help us screen out trusted goods is negative trust. JD.com is trying to build positive trust from the aspects of production and circulation. There are mainly two links, one is the production system, the other is the logistics system. The production environment depends on technology to solve the problems we are worried about, and trusted logistics systems or e-commerce brands will solve the logistics problems.

Starting from the two aspects of technology and mode of production

Zhang Li said that Europe and the United States realize the trust between consumers and suppliers through the management and control of the whole industry chain. Trust is a kind of social consciousness, which is based on social existence, which is the basis of our productive forces and mode of production. To solve our way of social existence, Zhang Li believes that it is necessary to take two ways or at least two levels to solve the problem. First, to solve the problem from the technical level, China should create a trust or traceability system that is as effective as the European Union and the United States, and apply all technical means, including big data analysis, on this system. The purpose of establishing a trust system is to market agricultural products well, which should be supported by big data in the sales process. The second is to make efforts from the perspective of social organization and management in view of the mode of production of agriculture in our country. How to effectively organize fragmented farmers is also the focus of the trust system. Under the support of the platform, the existing mode of production must be changed.

There is a view that IT, real estate and other industry celebrities have recently entered agriculture frequently, not really engaged in agriculture, but in the commercialization of agriculture, resulting in soaring prices of agricultural products, but farmers will not benefit. In this regard, Jiang Yatong believes that this is a very one-sided understanding. European and American countries also develop industry, commerce and services first, and then feed agriculture. China's agriculture is no exception, which is a natural law. The core of back-feeding agriculture is three, the first is capital, the second is technology, and the third is mode. It is impossible for agriculture to achieve full industrial production, a large amount of social idle funds and industrial and commercial capital into the agricultural industry, using the industrial mode of production to integrate agriculture or semi-industrialization. Agriculture needs a lot of funds, technology and models to come in. To try and explore it is in line with a path of our country's own agricultural development.

A professional cooperative of farmers producing tea in Fujian has established a traceability system and has its own brand under the guidance of the center and association of superior farmers. Zhang Li believes that a good product, not only a company or related people say yes, but all the people related to it, can pat the chest and say that this thing is really good. In order to do this, it is necessary to subject the integrated enterprises and farmers to third-party control, just like the supervision agencies in the construction industry.

At the same time, there should be social organizations, credible government departments or quasi-government departments to solve some common problems. The association is building a trust system for high-quality agricultural products that goes hand in hand online and offline. Serve the producers of agricultural products, service e-commerce and even the whole circulation link. Only by getting everyone's response, understanding and support from production, processing and circulation, can we solve the problem that the agricultural industrial chain can not be controlled throughout the process and narrow the gap with the developed countries.