Research and Analysis of Five Agricultural Products E-commerce Models

First, the concept of agricultural products e-commerce model

The traditional circulation and sales process of agricultural products in China (from agricultural products export to consumption) usually goes through many intermediate links such as agricultural products brokers, wholesalers and retail terminals. There are problems of poor information circulation and high circulation cost. The appearance of the Internet has just improved its disadvantages, turning the circulation channel of agricultural products into a network, and then five different e-commerce modes of agricultural products have been derived: C2B/C2F mode, online-offline mode, B2B mode and B2C mode (platform B2C and vertical mode).

Analysis of five agricultural products e-commerce models

1, C2B/C2F mode

Definition: C2B/C2F mode, that is, consumer customization mode, in which farmers produce agricultural products according to members' order demand, and then deliver their agricultural products to members through home delivery. The operation process of this model is divided into four steps: first, farmers should form large-scale planting and feeding; Secondly, farmers should publish the supply information of products through the network platform and recruit members; Third, members can book the products they need in the future in advance through the online membership system; Finally, after the products are produced, farmers will distribute them to members according to the predetermined demand.

Source of profit: collect membership fee, that is, the annual card, quarterly card or monthly card consumption of members.

Representative enterprise: Dolly Farm, Zhongliang.com.

Mode advantage: customized production in advance, with little business risk.

Mode disadvantage: due to the influence of site and non-standardized production, the market development space is limited.

2.B2C mode

Definition: B2C mode, that is, business-to-consumer mode, refers to the behavior of brokers, wholesalers and retailers to directly purchase agricultural products from farmers through online platforms or professional vertical e-commerce and then sell them to consumers. This model is the current mainstream model, which can be subdivided into two business forms: one is platform-based B2C model, such as Tmall, JD.COM and Taobao; One is the vertical B2C model (that is, the e-commerce model that mainly sells agricultural products), such as I buy the Internet, SF Express, Life and so on.

Source of profit: product sales profit, platform admission fee, product profit extraction, etc.

Representative enterprises: Tmall-Miaoxiansheng, JD.COM arrived home, I bought the net, SF Express preferred, and originally lived.

Mode advantage: intermediary role, no need to bear the risk of pressing goods.

Mode disadvantage: high requirements for platform flow and supply chain.

3.B2B model

Definition: B2B mode, that is, business-to-business mode, is the behavior of merchants buying agricultural products from farmers or primary wholesale markets and then distributing them to small and medium-sized agricultural products distributors. This model mainly provides convenience for small and medium-sized agricultural products wholesalers or retailers and saves their purchasing and transportation costs.

Source of profit: price difference profit between product purchase and wholesale, service fee.

Representative enterprises: one acre field, Huinong net and Lvgu net.

Mode advantage: there is no need to bear the risk of pressing goods, linking upstream and downstream, and the development space is large.

Mode disadvantage: high requirements for platform traffic, supply chain and information service.

4.F2C mode

Definition: F2C mode, also known as farm direct supply mode, refers to the direct sale of agricultural products by farmers to consumers through online platforms.

Source of profit: profit from product sales.

Representative enterprise: Tuotuo Industrial Co., Ltd.

Mode advantage: it can quickly build the trust of consumers.

Mode disadvantage: the market space is limited due to the influence of site and non-standardized production.

5. Online to offline

Definition: online to offline, that is, the mode of online and offline integration, that is, the mode of consumers paying online and withdrawing cash offline.

Source of profit: profit from product sales.

Representative enterprise: cloud kitchen e-commerce

Mode advantage: community mode, convenient and fast logistics distribution.

Mode disadvantage: the push cost is high.

Third, related thinking and exploration.

The above five different agricultural products e-commerce models are applicable to different agricultural products, each with its own advantages and disadvantages, and there is no absolute difference. According to relevant data, there are more than 30,000 agricultural e-commerce platforms in China, including 3,000 agricultural e-commerce platforms, but all of them are at a loss. The emergence of this situation, on the one hand, is because the e-commerce of agricultural products is still in the primary stage of development, on the other hand, it is determined by the special attributes of agricultural products themselves. The natural attributes of agricultural products require high transportation and product quality, so the development of agricultural products e-commerce mainly has five driving forces: supply chain, marketing, products, channels and services, and each driving force can constitute the core competitiveness of an agricultural products e-commerce enterprise.

Therefore, different e-commerce models of agricultural products can choose different driving forces as the core elements of their development. However, the development of agricultural products e-commerce is a long industrial chain: from original products (quality control) to standardized goods (packaging) to transportation and distribution (supply chain) to services. Without any link, it is impossible to develop e-commerce of agricultural products. Therefore, clarifying the business model of agricultural products e-commerce is only the beginning, and the core is to make a good layout in these four links. Everything is just the beginning, and the development of agricultural products e-commerce enterprises has a long way to go.