What is the difficulty of agricultural products e-commerce?

It is reported that only 1 per cent of China's 3000 platform agricultural products e-commerce made a profit in 2015. Among them, nine fresh e-commerce companies in Chengdu are losing money. Agricultural products hitch a ride in e-commerce, looks very beautiful and fashionable, but it is very difficult to do, his difficulty, where is the difficulty? How to break it?

The development of agriculture and e-commerce is out of sync, how to reverse the fact that farmers buy more than sell.

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 there is one thing that rural e-commerce is confused, including now some experts are criticizing that e-commerce always let farmers buy more than sell.

Are Ali and JD.com unwilling to do it? No. Wei Yanan, head of the Agriculture and Industry Department of the Communist Youth League of Shaanxi Province, believes that "our agriculture is still at the level of the 19th century, and our e-commerce has taken the lead in entering the 21st century." They can't hold hands at the moment. Therefore, in the past, when "stupid Xiansheng" sold 600000 jin of pineapples but died at a loss, we must not judge economic events from a moral level. The fundamental reason is the standardization of agricultural products, the traceability system of agricultural products, and the lack of trust in the quality of agricultural products. It is not recognized by e-commerce consumers, so these chaos will occur.

In view of these problems, Wei Yanan believes that we should start from the following three aspects:

First, make differentiation and start a regional brand

First of all, the e-commerce of agricultural products for systematic development, take out your differentiated things, start your regional 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, the region is differentiation, this is the particularity of agricultural products.

Therefore, to do agricultural e-commerce, we must first play their own characteristics, show their own regional brand. Without this brand difference, I'm sorry, consumers can't remember to buy your things.

Second, cultivate market brands to avoid "tragedy of the Commons"

We should cultivate our market brand seriously and carefully.

All regional brands are bound to end up with a tragedy-the tragedy of the Commons. Why? There must be many people grazing in public pastures, and grazing as much as possible, resulting in grassland destruction. 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, on top of the regional public brand, there is also a market brand that belongs to the enterprise itself, and the dual brand system is a unique phenomenon of agricultural products brand.

Third, change the mode of agricultural production and actively develop "Internet +" agriculture.

Great efforts should be made to promote the Internet of agriculture. Now to do agricultural e-commerce, we must do agricultural Internet, that is, "Internet +" agriculture.

Agriculture and agricultural products must be based on a solid foundation. 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 +" agriculture needs too much work to transform. Now it is necessary to do it attentively and systematically to do the basic work of e-commerce for agricultural products. This takes time, and requires a large number of enterprises, platforms, entrepreneurs and farmers to participate. In my opinion, on this issue, I think it is very difficult to completely resolve the problem of e-commerce in agricultural products within three to five years, and it must be a very long process. It must be a long process that involves the transformation of the life and mode of production of agricultural production that we have formed over the past 2000 years.

Entrepreneurs should train their eyes to identify agricultural products that are not suitable for e-commerce.

When many young people return to their hometown, they find that they are all agricultural products and want to sell them online, or even integrate all the local agricultural products. Is this easy to do?

Let me say a few words bluntly on this question. Although the opportunity is good, it does not necessarily belong to you, and not all agricultural products can set foot on the Internet.

First, not all agricultural products need to go outside the city, province or abroad.

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, which should be approachable.

Second, agricultural products to do e-commerce, especially fresh, has its 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. It can neither wilt nor yellow. it is difficult to solve. 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. Therefore, the unique insurmountable difficulties of fresh agricultural products.

How can e-commerce of agricultural products sell good vegetables and products?

I. Wholesale and retail

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

Second, create star products

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, but it blurs your impression. people don't know what you do. The problem brought by this is that after the integration of a lot of agricultural products, your supply chain and industrial chain control ability is not matched, can not keep up, it is easy to have problems. Therefore, my suggestion is to first come up with something suitable for surfing the Internet, try it first, try the water, and proceed step by step.

Third, match the government's e-commerce planning policy

It is best to match the planning policy of the government's e-commerce. If Shouguang is going east and you are personally going west, you will certainly not get the sunshine of the policy, so the efforts of government enterprises should go in one direction.