How to firmly grasp the hearts of farmers in rural e-commerce

editor's note

December 15 Japanese edition reported "Sharing economy opens another window for local specialty sales?" This paper discusses how to solve the sales problem of rural products through e-commerce platform, while in the vast rural areas, selling products is only one aspect of stimulating economy, and more ordinary villagers are eager to solve the purchase problem through e-commerce platform.

This newspaper has paid attention to the difficulties in rural Taobao e-commerce operation. The focus of this report is also an e-commerce platform based on rural market. The difference is that due to solving the problem of terminal payment and purchase participation, the e-commerce platform has a good development momentum in rural Sichuan, and branches bloom everywhere, attracting the favor of Suning Easy Buy. What's the secret to making it so successful? And look at the investigation brought by the reporter.

□ Reporter Fan Bangping/photo

At present, e-commerce is in full swing in rural areas. Major platforms and companies compete for the layout of rural areas. Competition is gradually hot. However, different operation modes naturally have different effects.

At present, among many e-commerce enterprises distributed in rural areas, Yitian E-commerce platform, which originated from the local rural e-commerce platform, has a stable position and is deeply loved by rural consumers. What is the reason? What's the secret? The reporter recently conducted an interview and investigation.

Industry Surprise--

E-commerce retail tycoons come to seek cooperation

Yi Tian was on fire at the China (Sichuan) E-Commerce Development Summit on October 16 this year. When Teng Desu, the head of Yitian E-commerce Co., Ltd., announced the cooperation plan with Suning, the participants on the scene whispered to each other: Cooperation with e-commerce giant Suning, how does this local e-commerce enterprise achieve it?

More shocking to the industry is that it is not the unknown Yi Tian seeking "borrowing" from large companies, but Suning wants to "open" on Yi Tian. Teng Desu is proud to say,"Not all Suning goods can be on the Yi Tian platform, we only need to suit our products."

"First of all, it must be because we have an advantage." On December 16, Teng Desu told reporters that Yi Tian's advantage lies in doing rural e-commerce exclusively, and started earlier, there have been tens of thousands of outlets at the township level, and will exceed 30,000 by the end of this year. Moreover, Teng De has his own unique skill: "I started from traditional business, and I also use the advantages of traditional industry to open up channels, realize localized services, create local business circle, let all local traditional enterprises do services, and solve logistics and other restrictions."

He gave an example,"For example, we can set up service outlets in a store. If consumers don't choose their favorite products in the store, they can buy them on Yitian E-commerce. After placing an order, the logistics distribution of products is also responsible for the store, and the final settlement is paid by the third party. The profit point of the store is still the price difference, but consumers can enjoy more comprehensive and affordable products." Teng Desu said that it is this win-win model that allows Yi Tian to quickly land in rural areas.

Teng Desu told reporters that the company has reached cooperation with Suning at present, and nearly 2 million pieces of each other have been listed on Yitian E-commerce platform.

Ask the secret--

Online shopping terminals facilitate farmers 'participation

At 9 o 'clock in the morning of December 16, Yang Qilin, a famous local appliance seller in Jiajia Town, Jianyang, opened the door. Villagers who came to shop poured into the shop, holding bank cards or cash, asking Yang Qilin to help shop online.

Yang Qilin had long been accustomed to such excitement. He skillfully opened the online sales terminal and entered the network platform. Villagers gathered around, shopping for goods through the touch screen while easily swiping their cards to pay, completing a single appliance transaction in less than a minute.

Reporters saw at the scene, different from the traditional online shopping first to place an order and then online payment, Yang Qilin's online shopping terminal is similar to the touch interactive platform of Shangchao, it supports online transactions and credit card payment, more convenient payment operation.

"I also considered doing online business before, but due to computer operation, farmers are difficult to experience personally, the whole link is operated by me alone, villagers are not assured, later I introduced this online shopping terminal, villagers 'online shopping problems will be solved." Yang Qilin told reporters.

Originally, Yang Qilin has been engaged in home appliance sales in the local area for more than ten years, the most brilliant time opened four stores, since 2012 under the impact of e-commerce, home appliance sales performance declined, he began to feel the need for transformation and upgrading, and reduced business, closed three stores.

In 2014, he met a salesman of Yitian E-commerce by chance. He learned the concept of rural e-commerce. With a try mentality, he spent 35,000 yuan to purchase an online shopping terminal and joined Yitian to become the first batch of retailers in the local area to touch the net.

Yang Qilin joined Yitian for one year, his family's network sales have far exceeded the performance of physical stores, so far, the amount of online sales has exceeded 3 million yuan, while the sales volume of physical stores is only 1 million yuan, this hot market situation, more firm his confidence in touching the net.

"To get through the rural market, we must understand the aspirations of farmers. In the face of the unpredictable Internet, farmers are looking forward to it, but because they do not understand technology and worry about no guarantee after sales, they have a long-term wait-and-see attitude towards it." Teng Desu told reporters that the company's rural e-commerce project integrates PC terminal, mobile terminal and rural e-commerce terminal, and partners with traditional retailers in villages and towns, which just solves the problems of rural consumers 'consumption difficulties, logistics difficulties and after-sales difficulties.

At present, Yitian has entered 25 provinces and cities in China, and has set up online shopping service stations, service centers, operation centers, and online shopping agencies in more than 10,000 towns. In the just-concluded "Double 12" online shopping activity, the company's platform has reached 170,000 orders. In the future, the company will fully build village community service stations to achieve seamless coverage of rural e-commerce.