E-commerce in leisure agriculture needs to break two painful points.

At present, various localities actively promote the integrated development of leisure agriculture and e-commerce, and have established a number of leisure agriculture e-commerce platforms. There are operators to explore, administrative agencies to take the lead to build, but also social capital investment and development, different models of platforms have emerged, functions are also constantly innovating. But generally speaking, the leisure agriculture e-commerce platform faces two major pain points of function and operation in the process of development. if it can be cracked and optimize the long-term mechanism of the development of the platform, its role in promoting the development of leisure agriculture will be more prominent.

The first is the functional pain point: it is difficult to construct tourism image. Tourism image is the perception and emotional evaluation of tourists to various attributes of the tourist destination, which can construct the experience that tourists expect to get from it, and then stimulate tourism motivation. Leisure agriculture is a "diversified and personalized" tourism product with distinctive characteristics. According to Uri's classification of tourism gaze, "romantic gaze" is an important experience attribute of leisure agriculture. Immersed in the tourism environment, to be alone with tourism products, private and spiritual experience is the value of leisure agriculture. Therefore, only by allowing tourists to construct a tourism image with "romantic gaze" can we stimulate tourists' motivation to experience leisure agriculture.

At present, the e-commerce platform of leisure agriculture is mainly to transmit the information of product name, location, price, project content and so on. Because of the product characteristics of leisure agriculture, tourists need to know whether the products can meet their experience needs before making tourism decisions. This requires the platform to provide more words, pictures, and even music and videos that help to construct tourism images, highlighting the spiritual feelings of the core products. However, in order to facilitate operation and management, the platform often sets standard modules, and merchants can only introduce them according to the content template, which covers up the characteristic differences of the products, resulting in insufficient appeal of the content and can not move tourists. Therefore, the leisure agricultural e-commerce platform can let tourists know the products, but can not construct the image to stimulate tourists' tourism motivation, which leads to a great discount in function.

The second is the pain point of operation: to publicize the high operating cost. The Internet has a "Matthew effect", and the traffic of e-commerce platforms is often concentrated on a few large platforms, and late entrants still need to invest a lot of publicity money to "stick" consumers, even if they have greatly improved their technical level or user experience. In addition, powerful businesses can gain greater market influence in network communication. For example, on Taobao e-commerce platform, a small number of large merchants occupy a large share of the transaction. However, for the industry vertical e-commerce platform, its target group should include the operators of the whole industry. The platform should not only pay attention to the merchants with large market share, but also help the merchants with small market share to operate on the platform. However, such merchants tend to have a large number, low traffic and high operating costs.

The dilemma of leisure agricultural e-commerce platform in this aspect is particularly prominent. First, leisure agriculture has relatively small influence compared with consumer products such as clothing, food, housing, transportation and even in the tourism industry, and the platform needs strong publicity and promotion in order to obtain the long-term attention of the market. Second, the operators of leisure agriculture are mainly rural operators, lack of ability to use the Internet, and often need guidance and help, coupled with the low degree of product standardization and the overall low quality of service, which is easy to cause complaints from tourists and increase the operating costs of the platform; third, the overall profit level of the leisure agriculture industry is not high enough to support the high-cost publicity and promotion model, which limits the innovation of the platform in the model.

Pain point is the basis of product innovation. As a vertical e-commerce platform in the industry, leisure agricultural e-commerce platform should improve service efficiency in function, build a bridge between supply and demand to build tourism images, and improve content quality; in terms of operation, it should fully rely on existing resources, mobilize the enthusiasm of market subjects to participate in the construction of the platform, reduce operating costs, and establish a mechanism for the long-term sustainable operation of the platform.

The first is to create an open platform. Bridge is the essential function of e-commerce platform. E-commerce platform should realize not only the information interaction between merchants and tourists, but also the information interaction between tourists. On the one hand, the platform should enrich the mode of communication, and take the construction of tourism image as the core of the functional design, so that businesses can transmit the propaganda content full of emotional expression and enhance the experience of the information; on the other hand, it is necessary to open the evaluation function, so that every tourist can participate in the communication and improve the communication effect through these personalized and popular comments and expressions.

Second, realize the sharing of publicity resources. Content is the core value of e-commerce platform. Leisure agricultural merchants carry out publicity through self-media or public media, forming a lot of high-quality publicity content. The platform should absorb the existing publicity achievements through technical means, so that these rich resources can be reused on the platform. This can not only quickly enrich the content of the platform, improve the quality of content, but also reduce the cost for merchants to join the platform.

The third is to explore the customer diversion mode. Customers are the vitality of e-commerce platform. Most leisure agricultural products have accumulated a certain customer group. The leisure agricultural e-commerce platform should explore a reasonable mechanism to encourage merchants to attract their customers to the platform and realize the diversion from small platforms to large platform customers. In this way, the platform can find the target customers and expand the influence of the platform at a lower cost in the short term.

The fourth is to establish a credit guarantee mechanism. Trust is the key advantage of e-commerce platform. Leisure agricultural e-commerce platform can promote the joint development of products by developing credit guarantee function. Credit guarantee through products with great market influence and high recognition can promote the recognition of characteristic new products by the market. In addition, it can also achieve the joint promotion of high-quality products, and further enhance the market recognition of high-quality products through credit guarantee signals.