What does agricultural e-commerce rely on to dominate in the future?

Not long ago, Chen Lei, chairman of Shenzhen Chinese Cabbage Technology, cited an example: "when cantaloupe was listed last year, the price in Jiangnan market was about two yuan, while that in Nanning market was 2.3 yuan. As a result, a large number of cantaloupes entered the Nanning market in two days. However, two days later, the price of cantaloupe in Nanning market fell to 1.6 yuan." Chen Lei explained that the reason is "lack of planning, market game surplus."

Can this phenomenon be avoided?

Agricultural e-commerce sells more than just agricultural products.

As a peddler, selling goods at a good price is the absolute principle of survival. However, whether this car can make money does not depend on data and technology, but on personal experience and luck. If the vendors can predict in advance the arrival and sales of cantaloupe in the wholesale market, and can predict the price fluctuation of cantaloupe during this period of time, can it reduce the probability of this phenomenon? Of course.

"Chinese Cabbage +" aims to build the bottom of the circulation data of agricultural products in 43 agricultural batch markets in China, linking tens of thousands or even tens of thousands of professional wholesalers through the physical market of agricultural commodities circulation across the country, and then grasp 150 billion of the transaction data. When these data are running on the same platform, we can predict the transaction of a single product in a certain region at a certain time, which is the core service needed by merchants and the market. I guess this is also the core dream that "Chinese Cabbage +" wants to realize, which is the so-called data mining and value reengineering.

Data is the foundation of the survival of enterprises in the Internet era. An enterprise without data is like a human being without a brain. Without a brain, one cannot think and predict. If this is the case with enterprises, is it not true of society? The "unsalable" that is common in our agricultural production, can the situation be improved? Of course, the crux of the problem lies in what the majority of farmers rely on to guide production and management. Unfortunately, although we are living in a highly developed intelligent society, the production and management of agriculture is still in the traditional era of "experience". What to plant, how much to plant, how to plant, and so on mainly depends on personal experience. Whether it is the government or enterprises, we have no way to obtain accurate data, let alone scientific analysis, "unsalable" has become the inevitable result of farmers' misjudgment of the market, and it is the farmers who finally pay for the losses, and this vicious circle begins over and over again.

Today, there is no shortage of agricultural e-commerce companies with various models in the market, and there is a lack of Internet companies that can capture agricultural data and make good use of it. However, then again, if an enterprise does not grasp a large number of orders and transaction data, talking about "big data" is a lie, and the data can give full play to its data value only on the basis of dynamic transactions.

"Chinese Cabbage +" is the first Internet company in China to try to establish data underlying services through agricultural batch markets. it is quickly linking the transaction data of dozens of agricultural batch markets in China. According to the development at this stage, it is not so much an agricultural B2B enterprise as an agricultural big data company, it sells agricultural products on the surface, but agricultural data in essence, which is the blue ocean market in the future.

In recent years, the rapid rise of fresh B2C, agricultural B2B fierce battle is hot, all kinds of communities O2O dazzling, who can laugh last? I think it must be those enterprises that master agricultural big data and must be good at mining and constructing data value.

The insurmountable 4B transaction chain in the large circulation of agricultural products

It's the season to eat apples. Let's see what it takes to get into your mouth. We break up Apple's trading chain and can be divided into four categories of trading entities:

1) B1 is a producer, mainly fruit growers, cooperatives and production enterprises.

2) B2 is a processor, mainly sorted and hardbound fruit enterprises.

3) B3, is a distributor, mainly vendors, WeChat merchants, wholesalers and so on.

4) B4, is a retailer, mainly e-commerce, Shang Chao, community stores, fruit stores and so on.

The founder of the network library once talked about similar 4B theory, but agriculture is special, there are B5, B6, B7 in the actual transaction, and the transaction model is more complex.

Take Apple as an example, B1 is the grower of primary apple products, B2 is a brand with the ability of grading, sorting, hardcover and storage, B3 is a businessman or entrepreneur who does Apple business, and B4 is a common retail channel for consumer terminals.

The sales path of this Apple is as follows:

Scenario 1: B1 → B2 → Agricultural batch Market → B3 → B4 → C (Consumer)

Scenario 2: B1 → B2 → B3 → B4 → C (Consumer)

The main difference between scenario 1 and scenario 2 is that the former goes to the wholesale market, while the latter goes directly to the distributor or terminal retailer instead of the wholesale market.

Wholesale markets are usually the main distribution centers to ensure the dining table needs of the city's residents, such as Shenzhen Haijixing Wholesale Market, Chengdu Agricultural products Wholesale Market, and so on. The agricultural products in circulation here almost guarantee the living needs of 80% of the city's residents. However, the transaction of the traditional wholesale market is almost completed offline by the upstream and downstream enterprises, and the traditional wholesale market does not grasp the transaction data, which is the absence of the agricultural batch market. The above "scenario 1" is the online trading model that Chinese Cabbage + strives to achieve. It hopes to build an online version of the agricultural batch market, provide more accurate business forecasts for upstream and downstream enterprises through data services, and help merchants expand additional market opportunities.

Agricultural B2B, fresh B2C, community O2O and so on, no matter what they call it, in essence, retail is done on the Internet. Combined with the above 4B trading model, let's review the development of fresh e-commerce in recent years.

On the competitive advantage of Agricultural E-commerce in the Future from the Perspective of transaction chain

1) fresh B2C promotes the mode of direct mining of origin.

2012 is very ordinary, and the appearance of an orange makes this year particularly dazzling. "Chu Orange" not only reflects Chu Shijian's own craftsman spirit, but also promotes the development of the direct mining mode of fresh e-commerce in terms of the positive significance of the industry.

The success of "Chu Orange" is closely related to the "buyer" system of the original life network. "buyer" can go deep into the place of origin to find good goods and integrate the supply chain, which can be regarded as an innovation of fresh e-commerce.

The trading chain of fresh B2C is: B4-2Mui C. Originally life is B4, but B4 needs origin B1 in order to achieve direct mining of origin, the actual transaction chain is B1-B4-C.

In reality, open the fresh e-commerce website or APP, a wide variety of goods, but more SKU actually includes B1, B2, B3 and other groups. So this trading chain is still the online version of the traditional B1-B2-B3-B4-C, and we are still a long way from the original country of origin.

Fresh e-commerce, although there are many dark horses, but careful comparison, in fact, there is no more core difference, your family sells Aksu apples, his family is also selling, the difference is different producing areas and prices, as well as different copywriting stories.

In this context, how can we realize the "de-intermediation" advocated by Internet thinking and really realize the direct mining model of "B1-2murC"? Only by giving full play to the value of big data, when the order quantity of a product is large enough and stable enough, we will be able to carry out order agriculture with the order joint upstream base, product standardization can be controlled, and the upstream and downstream supply chains can be controlled. enterprises will be able to achieve lower transaction costs and higher transaction efficiency.

Through consumption data, reverse transformation of agricultural upstream production activities, which will be the core strategy for fresh B2C to establish competitive barriers in the next three years.

2) Distributors help to promote the transformation and upgrading of agricultural industry

Alibaba was listed on the New York Stock Exchange in September 2014. the next day, Jack Ma could not wait to announce the plan of "thousands of counties and villages", saying that he would invest 10 billion yuan to develop e-commerce in rural areas. In those days, I was in Hohhot, Inner Mongolia, specially attending the opening ceremony of the Inner Mongolia Pavilion with Taobao characteristics. Jin Jianhang, president of Ali, specially flew to the scene from the United States to celebrate and announced Jack Ma's plan.