How to connect farmers and cooperatives?

In 20 1 1 year, the Ministry of Agriculture started the pilot project of docking farmers and cooperatives, arranged special funds from the construction projects of farmers' professional cooperative economic organizations, and supported the production cooperatives of fresh agricultural products to set up direct sales points or outlets in urban communities to carry out direct sales of fresh agricultural products. At present, agricultural cooperation pilot projects are mainly carried out in 63 large and medium-sized cities in Beijing, Jiangsu, Hubei, Hunan, Shandong and other provinces and cities.

When docking farmers and cooperatives, we should fully understand and give full play to the advantages of this model: First, the supply of agricultural products is sufficient. Competitive cooperatives can take the lead in organizing local cooperatives to jointly supply goods, ensuring sufficient supply and complete varieties. Second, it reflects the different positioning. The price of agricultural products docked by agricultural cooperatives is lower than that of supermarkets, and the quality is better than that of farmers' markets. Third, reduce the invalid loss in transportation. It is necessary to simplify the market circulation procedures, so that agricultural products can reach consumers as soon as possible and realize point-to-point direct sales. Fourth, we can win external support from the government and the media. Cooperatives that try to connect farmers and cooperatives can win government support through project establishment, and at the same time let consumers recognize this sales model through extensive media publicity. Fifth, the quality of agricultural products is guaranteed. Cooperatives can apply for pollution-free agricultural products certification, green food certification, organic product certification, etc., to show that the quality of agricultural products of cooperatives is guaranteed.

Of course, there are also a series of problems in the process of agricultural cooperation: first, the problem of funds. It is reported that opening a docking facade for farmers' cooperatives in Shandong, a pilot province for docking farmers' cooperatives, requires paying employees 40,000 yuan in salary, 60,000 yuan in rent, 6.5438+0.3 million yuan in decoration and 6.5438+0.3 million yuan in electronic payment system every year, and the total cost is about 6.5438+0.2 million yuan to 6.5438+0.3 million yuan. The second is the type of agricultural products. The agricultural products provided by a single farmer's professional cooperative are often relatively simple, so it is necessary to consider forming a joint cooperative to connect farmers and cooperatives. The third is the transmission of customer value. In marketing, customer value transmission is a very important content, that is, what kind of value satisfaction does the agricultural association need to give customers when docking agricultural products marketing? In the case of small differences in agricultural products, how can customers distinguish and recognize the agricultural products docked by agricultural cooperatives? This point needs serious consideration. The fourth is the extension of the industrial chain. For example, some cooperatives need to extend the processing of agricultural products to meet the needs of customers, and the extension of cooperative industrial chain needs to face a series of problems.

At present, the "docking of farmers and cooperatives" carried out in various places has various forms and rich contents, including fixed shops and mobile stalls; There are both traditional marketing and order delivery; There are several cooperatives operating jointly and a single cooperative operating independently. According to product characteristics and organizational forms, it can be divided into the following four main types:

(1) Community food shop (point).

Community vegetable shops (spots) are the most important form of "docking farmers and cooperatives", which generally have the following characteristics: ① They mainly sell fresh agricultural products such as vegetables, melons and fruits produced by cooperatives, and some also run other food materials or kitchen supplies, including grain, oil, eggs, meat, milk and various seasonings; (2) Having a fixed marketing place, in line with the principle of being close to consumer groups and facilitating residents to buy food, they tend to open stores around or inside middle and low-grade residential areas; (3) adopt the business model of small profits but quick turnover, give full play to the economies of scale, mainly serve ordinary consumer groups and meet their demand for basic agricultural products such as vegetables, grain and oil.

The main advantages of community vegetable shop (point) model are long and fixed service time, complete varieties, high quality and low price, comfortable shopping environment, which is deeply loved by community residents; Disadvantages are more investment in the early stage, lower operating profit and higher marketing ability of cooperatives. This model is generally suitable for fruit and vegetable cooperatives near large and medium-sized cities to connect densely populated communities in cities.

Case: Shaanxi Lvfengyuan Fruit and Vegetable Professional Cooperative

Shaanxi Lufengyuan Fruit and Vegetable Professional Cooperative was established in March 2009, led by Liu, a major vegetable producer and marketer. Up to now, there are 2 16 cooperatives, with more than 60 employees, including sales staff 120 and physical assets of more than 22 million yuan. It has a vegetable distribution center, an office, a pesticide residue testing room, a clean vegetable processing center, a vegetable fresh-keeping warehouse, and a special delivery vehicle 15, which mainly deals in green and pollution-free fruits and vegetables.

At present, the cooperative has 16 vegetable outlets in Baoji, with an annual sales of nearly 80 kinds of vegetables of more than 20,000 tons. Take the petroleum community direct-sale store as an example. In the second half of 20 10, with the cooperation of the community property department, the cooperative built a simple board house in the community as a direct store, covering an area of 100 square meters, with sales staff 12 (including laid-off workers in the community 10), with daily sales of about 5,000 yuan and monthly profit of nearly 2,000 yuan. More than 160 kinds of products are sold, including not only seasonal vegetables and fruits produced by cooperatives, but also other ingredients and kitchen supplies. The average price is lower than the market price 10% ~ 20%. When purchasing members' products, the cooperative price is generally 0.2 ~ 0.4 yuan/kg higher than the market price, and the minimum purchase protection price is provided for members.

(2) Vehicle market.

The car market first appeared in Beijing in August, 20 1 1. It is a docking mode for the government to build a platform and create conditions to help the vegetable production and circulation cooperatives in the suburbs of Beijing to sell directly in the city. At first, the automobile market only provided services on weekends, so it was also called "weekend automobile market". With the successful demonstration of the weekend car market in Beijing and the vigorous promotion of the business sector, the car market in large and medium-sized cities across the country has risen rapidly. The on-board market generally has the following characteristics: ① The products sold are mainly fresh seasonal vegetables and fruits. (2) directly enter the urban community, or sell with transport vehicles as carriers, or set up temporary sales counters. (3) Fair sale, small profits but quick turnover.

The advantages of in-vehicle market are flexible operation, low requirements for venues and low initial investment; The disadvantages are limited sales time and product types, high requirements for distribution capacity, and active cooperation with residential properties. Therefore, this docking method is generally only applicable to the docking of fruit and vegetable cooperatives with strong distribution ability in urban suburbs and densely populated urban communities.

Case: Beijing weekend auto market

On weekends, the on-board vegetable market promotes the docking of vegetable farmers' vegetables to the community, reduces the cost of intermediate circulation links, and the community exempts vegetable merchants from rent and management fees, so vegetables are cheap and fresh, and the price is cheaper than the surrounding markets 15%. According to the monitoring data, in the "Haidian No.9" food stall in Lanqiying Community, the purchase price of small rapeseed is 1 yuan per catty, and the price is 1. 18 yuan, while the purchase price of cucumber is 2.75 yuan per catty of 2.5 yuan. There are forty or fifty kinds of fruits and vegetables sold in the community, and five or six pounds of fruits and vegetables are sold every day.

The main sellers of the weekend car market in Beijing are mostly vegetable companies and cooperatives in the suburbs of Beijing. It has gradually developed from a "weekend car market" to a daily "community car market" three to four times a week. According to Wei Yuhua, the head of Hongwei Anmin, who owns 25 community vegetable direct-selling cars, "Although selling vegetables does not make money, the community vegetable auto market attracts a large number of consumers by relying on parity and small profits but quick turnover. At present, each direct-selling car has achieved a monthly profit of more than 1 10,000 yuan by selling fruits with higher gross profit margin. " In response to the government's policy of benefiting farmers' vegetables and expanding the company's influence, Hongwei Anmin took the initiative to set up 18 kinds of "price-limited vegetables". These price-limited dishes are the most popular seasonal dishes, and their varieties also change with the seasons. The price of "price-limited dishes" is 20% ~ 30% lower than that of ordinary vegetable markets, which is basically unprofitable.

At present, a new model of vehicle-mounted vegetable direct selling community like Hongwei Anmin has taken root in more than 70 communities in Haidian, Xicheng, Chaoyang and other districts and counties 10 streets. According to statistics, by May of 20 12, the daily vegetable supply capacity of Beijing vehicle-mounted vegetable direct selling community model exceeded 50,000 Jin, and the accumulated supply of fresh and affordable vegetables was 2.25 million Jin.

(3) high-end distribution.

High-end distribution means that urban residents submit purchase orders for agricultural products through internet, telephone and other channels, and cooperatives deliver products directly to residents' homes or designated places according to the order requirements. With the development of Internet technology, high-end distribution, as a new type of "agricultural cooperation" mode, is a concrete application of B2C mode of e-commerce in the field of agricultural product sales, which has a very broad development prospect. High-end distribution generally has the following characteristics: ① It mainly sells high-end agricultural and sideline products, such as organic vegetables and high-grade miscellaneous grains, which have high nutritional value and market value. ② There are no fixed sales stores, but there are intelligent distribution cabinets in the community, and the service backstage and distribution center are close to the product origin. ③ Take the high-end sales route, mainly for the middle and high-end consumer groups in cities.

The main advantages of high-end order distribution are moderate production and on-demand distribution, which can reduce transportation loss, ensure the freshness and safety of products and maximize the market value of high-quality agricultural products; The disadvantage is that the technical requirements and distribution costs are high, which is limited to high-end consumers. This type of "agricultural-cooperative docking" is generally suitable for the docking of high-end agricultural products, cooperatives with certain network marketing capabilities and high-end urban communities.

Case: Beijing North Vegetable Garden Agricultural Products Production and Marketing Professional Cooperative Union

Beijing North Vegetable Garden Agricultural Products Marketing Cooperative specializes in planting and selling organic vegetables. In 20 1 1 year, the organic vegetables sold through order distribution exceeded 50% of the total output of the cooperative, and the organic vegetables were sold at the "organic price", achieving sales income of more than 3 million yuan.

There are two main distribution channels for cooperative orders: one is to distribute the organic vegetables ordered by customers to the smart lockers in the community. Smart cabinets are usually placed in front of residential buildings. An intelligent cabinet has 18 vegetable safes, which are controlled by a remote computer. Each intelligent cabinet can be reused by 60 ~ 1 10 community residents. The cooperative arranges customers' orders on the website before 8: 00 every morning, picks organic vegetables from the cooperative base and packs them directly in the distribution center according to the order requirements, and sends the vegetables to the intelligent cabinet through the refrigerated truck. Consumers can get the ordered vegetables directly in the smart cabinet by virtue of the bar code obtained from the website. In order to ensure the freshness of organic vegetables, the whole process from order confirmation to vegetable delivery to intelligent cabinet will be controlled within 5 hours. At present, the cooperative has set up 24 smart cabinets in 15 community, which are concentrated in Haidian, Chaoyang and Dongxicheng. Second, cooperatives provide direct door-to-door service according to customer orders as a supplement to communities without smart cabinets. As long as customers who live within the Fifth Ring Road buy agricultural products with a price of more than 100 yuan on the website, the cooperative can deliver the products to customers' homes for free. If the agricultural products ordered are less than 100 yuan, the cooperative will appropriately charge 20 ~ 30 yuan freight.

(4) Comprehensive exhibition.

Comprehensive exhibition refers to the docking form in which a single cooperative or multiple cooperatives form a joint agency to build a comprehensive exhibition platform and operate various famous and special agricultural and sideline products. Generally speaking, the comprehensive exhibition has the following characteristics: ① It mainly focuses on displaying one or more special agricultural and sideline products with high added value, such as bee products, lotus root products, bean products, tea, fruits, gourds, straw mats and other folk handicrafts. (2) Have a fixed business place, mostly located in middle and high-grade residential areas, shopping malls or downtown areas, with the principle of convenient transportation and large flow of people. ③ Packaging into high-grade gifts, highlighting local customs and regional characteristics. Both wholesale and retail functions, not only based on the local market, selling to community residents, or supplying to local supermarkets, but also radiating to surrounding areas and even the whole country, setting up chain stores in other large and medium-sized cities to play the role of wholesale agents.

The main advantages of the comprehensive exhibition are good store image, good economic benefits, easy to build brands and expand market influence; The disadvantage is that fresh agricultural products are rarely provided, and the closeness to residents' lives is low. This type is generally suitable for cooperation in the production of agricultural and sideline products with high added value or agricultural products that can be processed and packaged to meet the high-end consumer groups in the city.

Case: Hubei Gulong Changshouyuan Agricultural Products Professional Cooperative Union

Hubei Gulong Changshouyuan Agricultural Products Cooperative Association was jointly established by 12 professional cooperatives and registered in Zhongxiang Industrial and Commercial Bureau on March 12, 2002. Is a professional joint organization integrating production, processing, packaging, refrigeration, logistics and sales. The United Society has 5,822 members, covering 7 towns in the city, covering many advantageous industries such as rice, peanuts, vegetables, pigs, bees, aquatic products, edible fungi and poultry. The United Society organizes professional cooperatives distributed in different industries, co-ordinates the allocation of high-quality resources of branches, focuses on the development of deep processing industries of agricultural products, and improves the market competitiveness and brand value of cooperative products.

At present, the Union has 7 registered trademarks, 2 pollution-free agricultural products certifications and 1 green food certification. In addition, the United Society is also actively handling national geographical indications for the cooperative's characteristic products "rice tea" and "Panlong cuisine". Under the guidance of the municipal government, the Economic Management Bureau and the Industrial and Commercial Bureau, we jointly rented a supermarket storefront in a newly-built commercial and residential area, with a business area of 1.700 square meters and a monthly rent of 37,000 yuan. It is planned to invest in the construction of a large-scale comprehensive supermarket for agricultural products, which integrates display, direct sales, catering and other functions, and promote the sale of special agricultural and sideline products in each branch. There are nearly 3,000 households in this residential area, and it is estimated that 1 10,000 people will live in this residential area within five years, which will bring broad business opportunities for agricultural products comprehensive supermarkets.