Community-based agricultural e-commerce can give it a try.

Agricultural e-commerce has been surging for more than a year, from the excitement of catching up with "Internet +" to the embarrassment that it is difficult to land, so that many people in the industry begin to reconsider the existence value and realization path of agricultural e-commerce. When it comes to the pain point of the landing of agricultural e-commerce, I am afraid it is a topic for the benevolent and the wise to see the wisdom, so I will not repeat it here. The author just wants to go back to the starting point of agricultural e-commerce to explore whether there is another possibility.

At present, agricultural e-commerce basically makes efforts from the upper reaches of the industrial chain of agricultural materials industry, such as production enterprises or circulation platforms, or other e-commerce platforms across the border to grab a share of the cake. These subjects have one thing in common, because they are too far away from the fields and farmers, including physical and psychological distance, which leads them to design and operate agricultural e-commerce with the habitual thinking of Internet elites, and the result of being unapproachable can be imagined.

From Wu Di and his entrepreneurial team of college students, we can see a mode of operation of reverse thinking. As village-level agricultural retailers, as the final end of the agricultural industrial chain, they have capital, agricultural technology, management and delivery, and more importantly, they have established a credit guarantee between villagers and neighbors with the objects they serve for a long time. Farmers naturally rely on them to buy trust and convenience. When Wu Di, as the initiators of agricultural e-commerce, only from the point of view of landing, they have incomparable advantages over other e-commerce platforms.

Of course, compared with the large-scale distribution of e-commerce platform, the radiation range of Wu Di can not be compared, but it just formed a unique "community-based agricultural e-commerce" model. In the scope of their services, they are loyal customers of agricultural physical stores in the past, and the e-commerce platform is more of a tool attribute at this time: when you need to buy fertilizer and medicine, you can wait for delivery by entering brand varieties on your mobile phone; if you need technical services, upload pictures of diseases, experts come to your door for diagnosis and treatment and dispensing drugs. In turn, "Internet + agricultural materials" has become "agricultural materials + Internet", and the products and technical services are more targeted and convenient.

Another possibility of "communalization" is more intimate interaction and a better user experience, which is one of the core ideas of Internet thinking. For those farmers with a low level of education and unskilled mobile phone operation, Wu Di used a call contact device, just like the medical service for the elderly in community hospitals. When they encounter diseases in the field, they only need to click a button. Agrotechnical experts immediately locate and visit the door. Combined with the offline promotion weapon such as the viewing meeting, on the one hand, the comparative effect is used to strengthen the quality of products and technical services, on the other hand, through the communication between farmers in the same community, it further optimizes the farmers' identity and customer experience.

The strong regionality of agricultural production determines the regional differentiation of agricultural products and technical services, which makes the community-based agricultural e-commerce model more replicable. From Wu Di's practice, community-based agricultural e-commerce can also play an important role in agricultural production standardization. It is suggested that relevant departments should consider using them as the main body of some projects (such as "Farmer Initiative"). Build an entrepreneurial platform, attract more college students to start a business in rural areas, strengthen the ranks of new professional farmers, and provide talent support for the development of modern agriculture and the construction of new countryside.