American fresh electricity dealer Farmigo China can have?

Farmigo is the final round of the disrupt entrepreneur conference in TechCrunch, USA, in 2011. Farmigo name is very good, composed of farm, I and go three words, meaning that the site is connected to farms and users of the platform, of course, can also be understood as farm and Amigo condensation. Many domestic media have reported it, Farmigo by many media as innovative online agricultural sales platform. Where is the innovation? Here are one by one for everyone. Basic operation mode e-commerce has heavy "mode and light" mode. The so-called heavy "mode, the most typical is the Beijing-east, their own construction of warehousing and logistics, and even proprietary procurement of goods; Light" mode is Taobao mode, the core of the site is to build a link between the seller, home and logistics side of the platform, and around the provision of perfect network trading services. Judging from the pattern, Farmigo belongs to the typical light "mode, Farmigo is the intermediary of connecting consumers and farms." For farmers, Farmigo is an online platform, a new marketing channel through which farmers can manage the production, distribution and distribution of their agricultural products. For consumers, Farmigo is an online marketplace where consumers can buy quality fresh produce directly from farmers. Since Farmigo is the same model as Taobao (EBay), where is the difference and competitiveness? If the social electric dealer compares Taobao to the network department store, then Farmigo even is the high-end atmosphere food high-end clubhouse. Taobao is a seller and merchandise as the center of the network display platform, goods dazzling, discount means strange, but are simple to commodity-centric traditional sales thinking. Ma Yun has been to take the social electric business "line, nor escaped this rule." Farmigo unique place is to jump out of the commodity thinking, but people as the core of the real social electrical business thinking. This thinking can be summed up for private customization. " Farmigo creatively created the concept of a food community, with the proximity of consumers in the food community as a unit and local small farms. In the figure below, each red mark points to a food community. The community was asked by the Promoter to establish a food community for the website, which was also the founder of the food community. Farmigo makes special shopping pages for every community, and then the lead person can add farm products to the community. Leaders need to invite at least 20 friends or neighbors to join the food community, the number of food communities is not online. The leader will issue a food demand collection every two weeks, 10% of the community sales will be rewarded as a leader, plus a food discount, and the leader will be motivated to motivate people to join the community. Can be simply summed up: Taobao mode is a business to play the life of consumers, farmigo consumers have played the life of consumers to consume. What is the nature of real group buying? ItsEither Groupon or the US group is selling at a very low discount to expect high sales, to achieve the goal of profitability. The discount is the means, the sales are the purpose. Farmigo, on the contrary, the sale of goods requires a minimum unit that is at least 20 people to spend, and then there will be discounts. That is, sales are means, discounts are the result. This way, so that Farmigo in the supply chain management, not only let consumers get benefits, but also reduce the cost of the logistics of the farm. Specifically, Farmigo orders from the community and then sends orders to the farm. Members of the same food community can each be ordered each week on their own community-specific Farmigo Web page, and local farms will collect individual orders from the same food community every week, giving each food community a spot distribution once a week, followed by consumers retrieving their own ordered food. This method solves the biggest problem of the food electric dealer, the logistics cost and the storage cost. The cost of distributing once a week and distributing multiple times per day is obviously not the 1:30 point. Just imagine, if there is no such food Community model, any retail user orders must be timely response, and distribution, logistics and warehousing costs may eat the company's cash flow and profits. Through the food community, the equivalent of collecting orders, a week distribution once, their own need to retrieve, customers happy, farm satisfaction. Farmigo can allow many people from the same location to enjoy local fresh fruits and vegetables, eggs, meat, cheese, even wine and coffee, etc. Farmigo The value of this model is that the promise of fresh food prices will be 20% to 30% cheaper than the average supermarket, and that it will be delivered within 48 hours of the designated location. PS: Social power providers are focusing on consumers, rather than developing new discounts to push products. Can China have its own farmigo? In our life, the Chinese community aunt how to buy vegetables, a market or supermarket of the vegetable cheap, everyone told each other, together to buy. If this mode is migrated to the Internet, can replication succeed? Along with the children of all families have a family, one day meals can not be a meal in the outside to solve their own cooking become necessary. Farmigo builds a community-oriented food system that connects consumers and farmers in the same geographic area, and everyone can buy fresh, local, affordable, healthy and sustainable foods and get fresh, inexpensive ingredients at home. This is very appealing to young people. But the Farmigo model is not entirely in line with Chinese consumption habits. The small number of local farms, the lack of consumer awareness of the Chinese farms are not as many as the United States, farms produce a variety of products are not rich enough, consumers can be poor selectivity. Farmigo is currently piloting two cities, San Francisco and New York, and two cities with plenty of farms to choose from. Comparatively speaking, China's longIn the small-scale peasant economy model, the farm operation mode has just started. Focus on the north-canton-Shenzhen first-line city surrounding the CSA farm is not mature enough. At the same time, organic and green food consumption awareness is not strong enough. Although the media every day will burst a variety of food problems, but faced with high prices of organic food and the frequent bursts of fake organic food news, consumers feel at a loss. Buy is not, do not buy is not. The organic consumer market needs a process of cleaning and washing, in order to embark on a healthy and orderly development path. The complex diet of the 2013, "China on the tip of the tongue," the hot, so many cargo really big enough to a feast. China has a vast territory, so the Chinese diet structure is very complex. Sichuan's bacon, the northeast of the rice cakes, gannan navel orange, northwest of the Apple and so on, consumers prefer very special exotic food. At present, fresh food or agricultural products e-commerce is still in the initial stage, consumers are also holding a curious taste of the attitude of buying food. For everyday fruits and vegetables, a transition is needed to allow consumers to adapt to buying local food online. Trust problem is difficult to solve Farmigo is selected by the leader of the farm and agricultural products range, other ordinary consumers according to the leader selected farm and agricultural products again for selection and purchase. The basis of this model is that the average consumer is very trusting of the leader, trusting the leader and the farm and farm products chosen by the leader. Farmigo does not have direct channels of communication between farms and ordinary consumers, or even the home page of a farm, the average consumer gets very little information about the food production process. For Chinese consumers, has been accustomed to talk with businessmen to establish a trust model, so that the face of a product is not clear where the purchase of business is difficult to do. Moreover, China's food safety environment is grim, consumer demand for food transparency is higher, operating in a less transparent way will not win trust.