Why is it not easy for agricultural products to go up?

At present, in the process of the development of rural e-commerce, many counties, especially those in the west, have a lot of good things, but the upstream process of agricultural products is not as smooth as expected. Why? This problem, now do county e-commerce and rural e-commerce all people are confused. Including now some experts are criticizing that e-commerce will always let farmers buy more than sell.

Why is it so difficult for e-commerce agricultural products to go up?

Are Ali and JD.com unwilling to do it? No. I have a point of view called "our agriculture is still at the level of the 19th century, and our e-commerce has taken the lead in entering the 21st century." The two of them cannot hold hands at the moment. Therefore, in the past, when "stupid Xiansheng" sold 600000 jin of pineapples but died, we must not judge economic events from a moral level. the fundamental reason is that the standardization of agricultural products, the traceability system of agricultural products, and the degree of trust in the quality of agricultural products are not recognized by e-commerce consumers, so these chaotic phenomena will occur.

How to do e-commerce for agricultural products in the county?

My opinion is:

First, the first is to systematically develop the e-commerce of agricultural products in the county, take out your differentiated things, and start your brand. Industrial products do not have the concept of regional brand, agricultural products must have. For example, what's the difference between a refrigerator made in Qingdao and a refrigerator made in Shenzhen? No difference. But eat crabs must eat Yangcheng Lake, drink Longjing must be the West Lake, this is the particularity of agricultural products. So the first one should show his own characteristics and show that his brand is lower than the regional brand. Without the communication power of this brand, I'm sorry, consumers can't remember to buy your things. Just like the audience who asked the question, I don't remember what county you just introduced. If there is a brand, say what county what tea, I may remember.

The second is to cultivate our market brand seriously and carefully. All regional brands are bound to have a tragedy in the end, the tragedy of the Commons. Why? There must be a lot of people grazing in the public pastures, resulting in the destruction of the pastures. So when building a public brand, we must pay attention to the market brand. For example, so-and-so brand Yangcheng Lake hairy crab is real, so-and-so brand Shaanxi apple is safe to eat. Therefore, the brand of agricultural products shows a unique phenomenon of dual-brand system.

Third, it is necessary to vigorously promote the Internet of agriculture. Now, in order to do e-commerce for agricultural products, we must do agricultural Internet, which is "interconnection to the Internet +" agriculture mentioned by Director Song Hongyuan just now. If agriculture is not strong, your agricultural products will not be able to pass e-commerce. It must be unstable to build tall buildings in the sand. "Internet plus plus" agriculture, there is too much work to transform. Now it is necessary to do it attentively, otherwise there will eventually be a situation in which the head of the director of commerce is tied to the neck of the director of agriculture, and the director of agriculture is not strong enough, and the director of commerce is very uncomfortable. What about this? The top project should comprehensively and systematically do the basic work of e-commerce for agricultural products at the county level. This takes time, and requires a large number of enterprises, platforms, entrepreneurs and farmers to participate. On this issue, from my point of view, I think it is very difficult for us to thoroughly resolve the problem of e-commerce in agricultural products within three to five years. It must be a very long process, which involves the transformation of the life and mode of production of agricultural production that we have formed over the past 2000 years.

What about agricultural e-commerce entrepreneurs?

Many young people return home to find that their homes are all agricultural products and want to sell them online, and even want to integrate all the local agricultural products. Is this easy to do?

Let me say a few words bluntly on this question. Because in the Communist Youth League, I now receive Weibo, Wechat and ask me about my agricultural products e-commerce business almost every day. Let me tell you the truth. Although the opportunity is good, it is not necessarily that the opportunity belongs to you. There is a chance in it. The handsome guy who asked the question, as you just said, Shouguang has a lot of vegetables and agricultural products, but not all agricultural products can get on the Internet train. This is the first point of view.

Second, not all agricultural products need to go outside the city, the province and the city. I would like to tell you a point of view that more than 80% of agricultural products are consumed locally. Therefore, if you fantasize about selling all the agricultural products in every county to the whole of China and the world on the Internet, this is in itself a wrong way of thinking, and you must not be able to do it. So now we are talking about agricultural products O2O, why O2O? Because we found this misunderstanding.

Third, agricultural products do e-commerce, especially fresh, have their own insurmountable shortcomings. First, it is particularly bulky and expensive. Second, it is very difficult to keep fresh. For example, the preservation of green leafy vegetables, which is the most difficult to solve, can not be done downwind. Neither wilting nor yellowing, who will solve the problem? It's hard. Third, standardization is very difficult. Zhang Sanli's watermelons and melons are easily mixed together. After eating the first bite, it is very similar to the sweet and sweet Yang Yuying as you advertise, reminding me of the sweet, sour and sweet first love. When eating the second bite, what is the taste? want to throw it away, bad comment. So fresh agricultural products have their own problems.

How to sell the good products in your village?

First, vegetables and many other things are not only online retail, but also wholesale, wholesale is not only offline, but also online.

Second, when you start selling, don't try to integrate all your local agricultural products. when you cram so many agricultural products into a Taobao store or an online store, others call it "I don't know what to say" when they look at your store. On the contrary, it blurs your impression. People don't know what you do.

The third problem is that after the integration of a lot of agricultural products, your supply chain and industrial chain control capabilities are not matched, you are very prone to problems.

So, my suggestion is, first, come up with something suitable for the Internet, try it first, try the water, and make progress step by step; second, there must be a team, the e-commerce of agricultural products is more complicated, and you can't do it without three or five hard-core buddies. Third, it is best to match the planning policy of the government's e-commerce. If Shouguang is going east and you are going west, you will certainly not get the sunshine of the policy, so you will come down and work together with your team. The author said: on May 25, 2016, the third China County E-commerce Summit was held in Shouguang City, Shandong Province. I was invited to participate in the theme dialogue session of the conference and put forward my own views on issues related to the development of county e-commerce. This article is part of the on-site question and answer.