Agricultural net: "Mushroom Street" in the field of agricultural products

Scouring the country without pollution, health characteristics of agricultural and sideline products to micro-Bo and other social media marketing, Taobao shop "urban docking rural" harvest a large number of users from the city. The name "Urban docking countryside" is meant to let the quality of agricultural products go out, so that the needs of urban users are met. But the obvious difficulty is that resource integration is difficult, supply chain is unstable and logistics cost is high. This makes its founder Xu Yafeng realize that "this model is doomed to do little." Xu Yafeng from rural areas have always wanted to solve the problem of asymmetric agricultural products supply and demand information, to help farmers achieve high quality prices, and to meet the needs of urban users to buy safe, high-quality agricultural products. It can be said that to build a small and beautiful farm products Taobao is not the ultimate goal of Xu Yafeng, but through two years of operation, but let him see the development of agricultural products shopping market space. Agricultural network: Agricultural supply and demand docking platform to open Taobao shop, Xu Yafeng and his friends created by the agricultural network has been operating for many years. As the Agricultural Product Information Classification website, the agricultural net covers the national 80余万个 countryside, provides the agricultural product producer and the circulation person, the operator to provide a dissemination information and the interaction platform. Rural growing up Xu Yafeng know, the fruit of the farmers, cabbage, such as slow-moving and so on behind the events are the serious asymmetry of supply and demand information. Therefore, his original intention of establishing the net was to solve the problem of information circulation by means of Internet. Growers, farmers, agricultural products processing enterprises and other front-end production can be free in the Agricultural network editor, release of agricultural information, supermarkets, farmers markets and other sales terminals in the platform can be independent docking resources, release demand. and agricultural network is the first time to collect, master agricultural products, such as unsalable information, through the Web site, micro-blog, television and other media, focus on the community's efforts to solve farmers ' urgent. It can be said that from the beginning of the rural network has a strong public welfare attributes. Typical events include, join hands Hainan Radio green channel to help Hainan people solve the problem of banana unsalable, help Liaoning Anshan farmers to find the southern Pear market, help Guangxi farmers sell Longan and assist Shanxi Liquan farmers out of the plight of grape direct. In addition, the agricultural network also carried out a series of rural public welfare activities. In this process, the popularity of the agricultural network quickly increased. In the platform to release product information more and more production bodies, category coverage gradually expanded, precipitated a number of quality suppliers. At the same time, on the agricultural network to find, docking of agricultural resources distribution of the main body is also increasing. The cooperation between the two sides is gradually embarked on the road of "to the central platform." The platform value of the farm network is being expanded. However, from the commercial point of view, the condition of its transformation is not sufficient. User attributes and platform positioning determine the business path. With other information Consulting website, or Hangzhou 19 floor, Guangzhou Mother Network and other community forums, farmers to enjoy the net users of agricultural products producers and dealers, operators mainly, is a functional platform, so want to achieve through advertising or user flow to realize the profit space is not small. Can we find a better way to balance the public good with the profit? Xu Yafeng found that the information distribution and sharing of agricultural network, only to solve some of the supply and demand letterThe asymmetry of the problem, with business-to-business cooperation, and the platform of public welfare behavior can only help farmers solve unsalable and other sudden accidents. This is not a tendency to be normalized. Agricultural network has gathered a large number of agricultural products and farmers, farmers information, how to let the quality products to market, face the user? Need packaging and more accurate marketing. The electronic business attempt seems good. Urban docking rural areas: Test hydropower Business "urban docking countryside" is Xu Yafeng to create Taobao shop, but also the agricultural network of the electricity commercial test water. On the one hand, the agricultural network to achieve the supply and demand information docking, on the other hand, Taobao store can achieve urban users and agricultural products, characteristics of rural connections. From the agricultural network to select suitable agricultural products, Taobao shop on the line to sell, this is the commercial path of Xu Yafeng. He told the world Network of reporters, the network of farmers gathered a large number of agricultural producers throughout the country and high-quality agricultural products. As for which products are suitable for Taobao, he introduced, first of all, products to ensure that the green, safe, the origin of the pollution-free villages or farms, followed by a certain amount of production. Xu Yafeng and team members will go on a field trip after discovering high-quality agricultural resources in the vast web site information. and farmers to determine cooperation, products sent to the Shanghai warehouse, complete the unified packaging, distribution. At present, the agricultural network in the Jiuzhaigou Mountains, northeastern Shangzhi, Shanxi qinling, Yunnan Mengzi Mountain, Shandong Linyi and other regions and the local farmers to establish a direct cooperative relationship, product category including snack dried fruit, rice flour and oil and honey, etc., with a certain geographical characteristics. According to the characteristics of the product, the rural network and farmers to establish long-term or short-term cooperation. For example, rice, mung beans and other products belong to long-term cooperation, honey, such as seasonal strong products belong to short-term cooperation. Xu Yafeng introduced, and "urban docking rural" Taobao shop to cooperate with nearly 70 households, many of which are in a contractual mode of cooperation. The main reason for the problems of food safety, such as swelling agent and pesticide exceeding the standard, is not the low quality of farmers. "In his view, the reason is that on the one hand many people are less, the production does not go to the fact, on the other hand, the circulation of difficulties, resulting in low product acquisition prices." In the interest-driven, farmers can only improve production by various means. So the premise of the contract planting is to provide reasonable purchase price. Farmers are willing to grow in accordance with safety and health standards on the premise of ensuring profitability. For some farmers with difficult economic conditions, the net will provide financial support in the prophase of production and help to sell after harvesting. Agricultural product marketing is the key link of agricultural product marketization. In the past two years, a large number of entrepreneurs engaged in agriculture in this field recount, and the rise of social marketing methods to Xu Yafeng brought opportunities. In micro-blogging, through the output and interaction, agricultural network and "urban docking rural" harvest a lot of fans. Micro-Bo and other channels of the flow of imports, Taobao brought a strong vitality. In a short span of two years, "urban docking rural" shop prestige reached two crown. "This is a relatively fast pace of development, but this model is doomed to do little." Xu Yafeng admits that agricultural intensification and large-scale production is a prerequisite for marketization. "City toThen the rural "walk is a small and beautiful route, resource integration difficulties, supply chain instability." For Xu Yafeng, the development of the ceiling is obvious. However, as a test water, he still got the answer: "High-quality agricultural products market space is very large, but the shopping guide of high-quality agricultural products is a market gap." "Back to the head, Xu Yafeng will look at the more vertical shopping market." Do Shopping guide: Agricultural products in the field of "Mushroom Street" Taobao, we often see such a Baby Details page: Folks look like people are planting or harvesting their own land, and even the owner of the sun out of their own ID card to prove that the store product is authentic native products. When the agricultural products with low standardization and lack of brand are going to market, the "Earth" has become a signboard. "But, ' earth ' doesn't mean differentiation, it doesn't make you stand out. This is a misunderstanding. "Agricultural products (fresh) electric business researcher Simba said. Although Taobao's "characteristic China" channel has covered the national large and medium-sized cities of all the characteristics of agricultural products, handicrafts and other characteristics of strong geographical attributes of products, but Xu Yafeng that Taobao do is the ecology, "characteristics of China" is a sales platform. In recent years, the rise of some vertical type of agricultural products (fresh) electric platform relies on the platform of mass flow, still to sell goods. Is there a pure sharing, shopping guide platform, to help the quality of agricultural products and users to achieve docking? Xu Yafeng want to do is the flow of the distribution of things. On the one hand, the network has brought together a large number of agricultural producers, traders, operators and a wide range of farmers. With the rapid infiltration of e-commerce to county towns and villages, their net will and ability are improving. In the near future, more people will use the Internet for marketing, sales, online farming will appear "Thousand Village million shop" cluster phenomenon. On the other hand, the agricultural network to the content has a strong editorial, integration capabilities, and understand the social marketing, can help the quality of agricultural products to achieve drainage. More accurate distribution of traffic to better products, agricultural network do is the product optimization, differentiation. Xu Yafeng told the World Network Business Reporter: "Shanghai, Hangzhou and other surrounding areas of the farmers can own in Taobao, Beijing-east and other electric business Platform open Shop, we help its drainage." In addition, we will choose some high-quality agricultural products enterprises to do certification. "In fact, compared to Mushroom street, beauty, such as fashion shopping Guide website, or 10 percent nets, meters folding nets, such as discount Shopping Guide Web site, agricultural products such as shopping Guide website operation is much more complex." To a large extent, this is due to the special properties of agricultural products. "Agriculture as an ancient industry, low standardization and lack of brand, to do a good job shopping guide, first of all to do a good job of standardization certification and product traceability system." One industry insider said. With the development of electronic commerce, the problem of agricultural product circulation is cracked gradually, and the establishment of food safety traceability system from field to table is particularly urgent. "This is a market gap," Xu Yafeng introduced, agricultural network will be from a number of aspects to improve the traceability system of agricultural products. First, the producers themselves must provide relevant planting, production information, regular feedback production process; Second, the net willTechnical level, the establishment of safe agricultural products database, and finally, establish a consumer scoring mechanism, according to user feedback to establish and improve the corresponding standards. Where there is space there is a chance. Xu Yafeng aimed at the opportunity market for the next 3-5 or even 10 years, and all his plans and preparations are in preparation for the outbreak of county and even rural electricity dealers. At the moment, he is actively seeking financing while stepping up the development of mobile-end products. Whether it is capital or flow, this is the main capital demand for the transformation of the agricultural network.