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How to do a good job in e-commerce platform for agricultural products _ How do farmers sell agricultural products through e-commerce platform
The service environment of rural e-commerce is improving day by day. Various professional service providers began to enter the countryside, providing a series of services such as sourcing, warehousing, photography, online shop decoration and operation, financing, brand promotion and management consulting, and talent training. Various mainstream e-commerce models such as B2B, B2C, C2C, C2B, O2O, micro-e-commerce, local life and cross-border e-commerce have emerged in the field of agriculture-related e-commerce. In order to avoid homogenization competition, some agriculture-related e-commerce enterprises began to expand the industrial chain, from retailers to distributors, from pure channel vendors to brand vendors, from raw material procurement to design, looking for manufacturers to do OEM work, and finally distributing the goods to other small online merchants, and gradually establishing vertical industrial chain-level e-commerce with brands, wholesalers and retailers as the main bodies. At the same time, the transaction type of rural e-commerce began to change from a single online retail to a compound model. Online and offline integration trend of rural e-commerce
The agricultural products wholesale market will give full play to the logistics, service and experience advantages of offline physical stores, promote the integrated development of the physical market and the online market, and realize the transformation of the offline physical market. In the past two years, rural e-commerce in China has been surging. This paper briefly describes the basic practices and characteristics of five rural e-commerce modes widely reported by the media at present, such as Taobao, JD.COM, Lecuntao, Taoshi Affordable and Suiwang, and then analyzes and briefly evaluates three problems in the development of rural e-commerce: first, the relationship between coverage breadth and coverage depth; Second, the importance of localization in the development of rural e-commerce; Third, coordination among different participants in rural e-commerce. Table 1 five typical rural e-commerce models
Table 1 combs the development of rural e-commerce in five rural enterprises: Taobao, JD.COM, Lecuntao, Taoshihui and Suiwang. Except for the early start with the network, the other four companies all started the rural e-commerce plan around the end of 20 14. Under the guidance of different modes and positioning, the development level is different. The following will briefly describe and compare the similarities and differences of these models one by one, and make comments. First, the rural Taobao model Rural Taobao is the product of Alibaba's plan of thousands of counties and villages. It was launched after 20 14 Alibaba went public, mainly imitating the early Suichang model. The basic practice of rural Taobao is to cooperate with the local government to establish county-level public service centers. The government provides support in publicity, funds, venues, training, etc. The public service center is equipped with Ali County Junior 2, which is responsible for the management, business development and assessment of rural Taobao partners in the region; Establish a rural Taobao service site at the village level, the main function of which is to buy and sell online transactions and collect and send express delivery. The main profit point is the commission per order. In addition, Village Amoy partners are also responsible for online sales of local agricultural special products. The core of Alibaba's rural e-commerce model is to inject Taobao platform into the rural market. To this end, Alibaba set up a rural Taobao business unit to cooperate with governments all over the country to recruit rural Taobao partners and conduct relevant training. Alibaba's e-commerce third-party platform has been operating in the city for many years, and the ecological chain has been very complete. As an external input sales platform, it enters the rural market by squeezing instead. First, it will have a great impact on the original rural market, making local businesses face increasing survival pressure, because most local businesses are weak, and it is often difficult to compete with platform giants like Ali. Second, the local entity commerce and trade circulation system was damaged by the impact of foreign platforms. The original local transactions were transferred to the Internet, and local GDP and tax revenue were attracted to areas where the e-commerce development of foreign platforms was more mature, which increased the development gap between regions. Thirdly, it is difficult for rural Taobao to form an effective agricultural product uplink system in a short time by relying on the partners of county Xiaoer and village Amoy. The income of full-time partners in village Amoy depends entirely on purchasing commission, while the living conditions of partners in small villages and poor villages with limited online shopping demand are worrying.
Second, the JD.COM model JD.COM rural e-commerce model can be summarized as "two-lane development, channel sinking". The so-called "two-line development" refers to the simultaneous promotion of JD.COM county-level service center and Jingdongbang service station: JD.COM county-level service center was upgraded from the original JD.COM distribution station, mainly operated by JD.COM, responsible for the marketing, distribution and display of goods except household appliances on JD.COM platform, and at the same time recruiting and training rural extension personnel in JD.COM to open up rural markets; Jingdongbang Service Station operates by joining and cooperating, and is responsible for the distribution, installation, maintenance and marketing of large household appliances on the JD.COM platform. "Channel sinking" is aimed at the pain point of JD.COM. COM's home appliances go to the countryside JD.COM intends to use county-level service centers and Jingdongbang service stations to explore the 4-6 market, and with the advantage of self-operated e-commerce, put forward the goal of "making villagers and city dwellers enjoy the same consumer services" and enter the rural consumer market. Compared with rural Taobao mode, the core feature of JD.COM mode is to make use of the advantages of self-operated platform and logistics system, sink channels on the original basis, build the brand advantage of genuine and licensed goods in rural e-commerce market, and open up rural consumer market; By attracting local service providers to join the service station of Jingdongbang, the distribution coverage of village-level market can be realized quickly, and the after-sales service problem of products (especially household appliances) can be solved. The deficiency of rural e-commerce model in JD.COM lies in the fact that the price of industrial products has fallen far more than that of agricultural products. As the largest self-operated B2C e-commerce, there is still considerable room for efforts on how to make use of its centralized procurement advantages and how to combine with rural industrial chain services to really help agricultural products go up. Third, the Lecun Amoy model Lecun Amoy model can be summarized as the so-called "two-way O2O". According to Lecuntao's own statement, it is necessary to build a two-way supply and demand platform of "quickly transporting goods, services and information to rural areas, and then transporting agricultural products, labor and agricultural information to cities", promote rural infrastructure construction, optimize rural industrial structure, and form a closed circulation system of "business flow, logistics, information flow and cash flow". Lecuntao's operation mode is directly facing rural consumers and suppliers, and based on batch centralized procurement (for example, Lecuntao has set up a "wholesale trading center for agricultural products" by establishing a special circulation service system to export agricultural products efficiently), reducing intermediate links, reducing transaction costs, realizing communication and connection between urban and rural areas, and building a "two-way supply and demand circulation platform (two-way online to offline)" between urban and rural areas.
Four. The design and operation concept of Amoy e-commerce platform is to take each county as the center, leave "data, talents and GDP" in the county, and build a national macro-ecology on the small self-circulation system of each county through the connection with the external ecology. The main method of county-level scouring benefits is to build a localized e-commerce platform. Localization is reflected in the self-ecology of the county Internet, that is, using the Internet to build an e-commerce ecosystem around the local circulation system in the county, helping the local circulation format to realize information transformation and upgrading, and giving priority to meeting and allocating the needs and resources in the county. Amoy mode connects all counties through specific channels at the national level, and activates the circulation of goods, funds and information between originally silent counties. With the help of local pavilions on Taobao platform, local products of counties can flow in the nationwide supply chain, information and funds can be enjoyed and settled quickly and efficiently in Taobao system, and the ecology of counties is connected in Taobao system to form a national circulation market ecosystem.
Verb (abbreviation of verb) Suichang mode Suichang mode is a rural e-commerce mode born in Suichang County, Zhejiang Province. It can be roughly divided into three parts: first, it is a street-catching company engaged in the decline of industrial products, mainly engaged in rural purchasing, rural entrepreneurship and local life services; Secondly, Suiwang Company, which is engaged in the upward movement of agricultural products, mainly builds the supply chain and marketing system of agricultural products; Finally, Suichang Online Shop Association is engaged in incubation and publicity, mainly training rural e-commerce participants. Among them, the most noteworthy feature is that in the regional rural e-commerce market, a relatively leading agricultural product e-commerce supply chain support system has been established through innovative exploration around local agricultural special products. Suichang mode has gone far beyond e-commerce platforms such as Cuntao and JD.COM in deepening the local supply chain system of agricultural products e-commerce. The core of Suichang model is to promote the ecological development of county e-commerce with local integrated service providers as the main body, and realize the contact and upward movement of local agricultural special products in Suichang County. Gan Jie Company mainly achieved outward expansion by copying its own business model in Suichang, including self-employment and joining, transplanting its own exploration in rural e-commerce and spreading the experience formed in Suichang to other counties.
Summary of intransitive verbs Generally speaking, the current popular rural e-commerce model is mainly based on the downward trend of industrial products, and the exploration of the upward trend of agricultural products has just begun, and there is no method and model with strong promotion significance. There are three main reasons: first, the problem of agricultural products, the variety of agricultural products, the low degree of standardization, it is difficult to form a set of universal practices; Second, the problems in rural areas. There are more than 600,000 administrative villages in China, with different natural conditions, resource endowments and industrial bases. It is very difficult to walk out of a mature agricultural product development model. Third, the problem of rural e-commerce participants. Agricultural products need a set of service system integrating quality control, logistics and marketing, and all subjects need to cooperate closely to complete the establishment of this system. At present, we have not seen the emergence of this cooperation mechanism.
Localization is another important issue in the development of rural e-commerce in China. The so-called localization is simply "grounding gas", which is an important symbol of how the e-commerce platform as an outsider can combine with the local market foundation, environment and conditions to form a joint force. On the issue of localization, from a micro perspective, it is necessary to clarify the relationship between foreign e-commerce and local "stores". Localization requires foreign e-commerce to be well integrated and help local original "shops" realize information transformation. The relationship between them should not be pure competition, but mutual integration and common evolution; From a macro perspective, foreign e-commerce platforms should be able to promote the original traditional rural trade system, improve its circulation efficiency and help local economic development. However, in practice, if it is not handled properly, it will also bring fierce contradictions between foreign subjects and local subjects, and between e-commerce and shopkeepers. Generally speaking, after the rapid layout of rural e-commerce in China on 20 16, it will soon enter the "medium-board strangulation" period of competition and penetration among e-commerce. During this period, it is more and more important to handle the above three items: First, we should make trade-offs in terms of coverage depth and coverage breadth according to our own positioning, and concentrate resources on layout around our own goals; Secondly, if e-commerce wants to develop harmoniously, it must be combined with the rural local market, borrow the original local resources as much as possible, and realize the purpose of promoting the transformation of the format in the integration with the local and offline; Finally, rural e-commerce is a systematic project that requires the cooperation of all participants.
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