China currently has more than 30,000 agricultural e-commerce platforms

See recent media reports: China's current National agricultural E-commerce platform has been more than 30,000, including agricultural products E-commerce platform has reached 3,000. However, it is the status quo of the industry to run a loss for farm producers. Among them, the vegetable Butler operation 4 years total investment 35 million yuan, still be at a loss operation at present; Wuhan housework is easy to 2.5 time e-box covers more than 1200 communities, the cumulative investment of more than 60 million yuan, although daily turnover is not small, but basically are loss support, what reason?

Because of my own and the top level of the various agricultural products dealers have a deep exchange of different degrees, from the industry perspective, the analysis may have the following several important factors:

First, the traditional thinking of the Business-to-consumer

This is a big mistake, a lot of electric business platform think a line of consumer platform, through the diversion volume, customers will go online shopping, in fact, wrong! Agricultural producers should not be used to the traditional thinking of the business, so that the absolute dead. Customers buy not only products, is a healthy life, so the agricultural power producers need to let consumers from the story behind the product, planting base, picking experience, logistics experience, traceability, supply chain visualization and other dimensions of the whole show, so the traditional business thinking is fatal injury.

Second, the target population definition deviation, marketing strategy detours

How to generate the flow of agricultural products is everyone's concern, demand, the market is also a breeding period, and the target population is mostly urban female white-collar, there is the pursuit of healthy living + Internet shopping needs, at the same time is too high the cost of high handsome crowd. You must define the Cheng crowd, satisfies those "22 lean meat + Two cabbage + three root garlic" The demand, you are destined to be two words: exhausted, loses the death.

A lot of farm products electricity dealer You spread the advertisement, to the man, the Old Lady crowd pushes, that is definitely runs the deviation! Therefore, how to achieve the target customer's precision marketing, is a big agricultural product electric business thinking of the problem.

The next generation of agricultural products, fresh electricity dealers in the burst point is a family after the birth of the housewife, so the agricultural power producers must pay attention to this category of people.

Third, will "electricity" will not "business"

Base integration + Marketing + traffic + trading + Supply Chain services + Word-of-mouth marketing, this closed loop is an integral part of agricultural products play. At present, many agricultural products have major business management misunderstanding, that the center in the "Marketing + traffic + transaction" three, only to pay attention to "electricity" without ignoring the "business"; in fact, to achieve profitability, the key in the business. 2013 China Economic annual character selection site, Gree Mingzhu said: "I tell you today, marketing done again good, if we deviate from your support point-technology and quality, and integrity, your marketing is a cheat, you are a liar." In the same vein, the role of the agricultural products in the back-end service is not good, the front-end marketing, traffic is a gimmick, of course, the end is certainly a loss.

Iv. Customer unit price and logistics cost

Customer unit Price is the fatal injury of agricultural products, industry data: If the customer unit price below 200 yuan, it will be fatal injury, because logistics costs and losses will be lost. At present, the operation of agricultural products, fresh electricity business, each single 40 yuan logistics cost + loss is inevitable, so if the customer unit price does not come down, logistics costs can not be reduced, the profit that only is a fantasy. Even shun Fung preferred to do high-grade imported food and seasonal goods, in the choice of category will be from the customer unit price up.

V. Lack of integrated procurement base integration

Ignoring the integration of the base is the problem faced by the current agricultural products dealers, many of the agricultural products are only in the direction of procurement with the base cooperation, not to build what strategic synergy between supply and demand. As for whether to guide the planned planting of products by market-oriented, this country is only a vision.

Look at other people's international brand Starbucks, people not only to achieve the integration of the base, the demand for synergy, Starbucks supply chain back to the cultivation of coffee beans and precipitation, wind, soil and a series of management.

Domestic producers of agricultural electricity executives have been aware of the integration of procurement base, this business value is not only the guarantee of quality, but also branding, intensive procurement and demand synergy is an important way, of course, is to reduce costs, reduce waste, profit-making work is an important means.

To cite the example of Chongqing, Chongqing has a fresh electricity business, their integration of the base is particularly worth learning, they are not the first to do business, but to do business-to-business, group procurement led to the integration of the base, and then derived out to do the service and O2O experience, so that the absolute purchasing power, The cost is reduced naturally, and the supply and demand information of the base is quickly opened up to achieve a relatively efficient synergy. O2O's new shopping experience is being pushed forward. This kind of play is worth thinking for reference.

Vi. Customer experience is a double-edged sword, an unpleasant shopping experience, will lose a large group of customers

Do not take consumers as fools, the customer is not satisfied with the orders ignored, this is the biggest mistake. Cargo this thing the most easy to bring is word-of-mouth spread, if there is dissatisfaction, will hurt your large group of customers. Remember there is a farm product electric business Mister To me said: No matter what reason, lead to customer rejection, if the value is not outrageous, can send customers to send customers, leaving is a word of mouth and customer moved. Moreover some goods return in time returns also cannot two times sale or more loss.

The future of agricultural electric dealers must cultivate a loyal cargo fan group, which is the commercial value of the development of the fan economy, a person may be tethered to a family, more likely to tie a group of people.

There is also a case of agricultural electricity dealers, he put the target crowd in the IT Internet circle, these people are typical of the network to buy people, belong to small white-collar, and consumption capacity is not low, at the same time compare curtilage, through the penetration of it Internet circle to do electric business, to a good reputation quickly occupy the field of customers.

A few days ago I and the best optimization Li president in CCTV interview live chat, Lee always admits: agricultural products, fresh electricity, once with customers to establish a good shopping experience, this will usher in a sustained consumption, and will affect the group around.

VII. localization issues must be confronted

The trend of the electric quotient is migrating to the community, the trend is the online community + offline community, and the change of the business model ferment quickly, localization O2O already become the inevitable trend, it is learned that the consumption of 60–70% now occurs within 3 kilometers. So how to build the cargo circle on the line of agricultural product electric dealer, create the circle of experience under the line, become the important strategy of localization fusion.

If you do not start with localization, you will lose. Because of agricultural products by commodity quality, logistics constraints, whether small and beautiful agricultural products, or like Shun Fung optimization, Alibaba such a nationwide spread of the market. The establishment of a localized service system is an inevitable trend, unless it is high value-added goods, this can be achieved regardless of cost, other public agricultural products must be defined in the localization.

The localization of agricultural products, the trend is to be with the community service stations, convenience stores and other institutions to integrate, the traditional business operators to penetrate the early community end, the need for a huge operation support, and the need for greater capital and manpower integration, the general agricultural electrical business is not good to play.

The socialized and mature cold chain logistics is the heart pain of farm product electric trader

Play farm products, cold chain is always unavoidable problem, not only you have to build the warehouse, but also must have refrigeration + refrigeration mixed distribution vehicles, as well as refrigerated turnover box and thermostat equipment, otherwise good merchandise, sent to customers there will be problematic goods. Cold chain investment is not a general agricultural enterprises can play a good, continuous investment in assets, the return cycle long, this is a separate play of agricultural products to face the problem. Even if you have the money and put in the assets, the seasonal and the volatility of the order will make your operating costs much more wasteful. What's more, playing the electric business has a few understand the cold chain logistics, can establish their own cold chain logistics team. Therefore, the socialization of the cold chain logistics team, intensive, professional management has become an urgent need for the entire farm of agricultural resources.

Now the Chinese agricultural products electric Dealer cold chain logistics play as follows:

1, Shun Fung optimization, complete self-built logistics system, at present at room temperature has been blanket the country, perhaps 2014 years will be low temperature. 24 hours this year, the southern Litchi sent to Beijing, northern Inner Mongolia Lamb sent to Hainan, some of the classic cases are built by the cold chain logistics quickly realized.

2, Alibaba, exactly is the rookie of the cold chain logistics, is currently the integration model, has integrated similar to the public-extraction logistics + fast line of these two excellent cold chain logistics enterprises, they from the stem feeder + end of the integration of the home, the success of the 80,000-bike from the United States farm to the Chinese family, the Alaska seafood sent to more than 40 cities nationwide, This kind of integration is "two segment type distribution" to explore new platform, networked agricultural products TOC cold chain logistics new trend.

3, Beijing-East, the start of the Terminal distribution service mode. It is reported that in the future Jingdong will try to direct from the field to the table "ABC" (agricultural to Business to Customer) mode, which the B link will cover all procurement, warehousing, distribution, marketing and after-sale links. December 14 News Beijing East Self-made fresh distribution station has been tested, this model just caters to the end of the last kilometer of O2O shopping experience. But the Beijing-East cold chain warehousing, trunk lines, feeder distribution and other aspects of integration, can only wait to see.

Therefore, the agricultural product electric business cold chain logistics If you are not good, then you simply close the door to stop the dishes forget!

Ix. Category positioning error

Population positioning analysis mentioned that you want to meet those "22 lean meat + two cabbage + three garlic" demand, you are destined to be two words: exhausted, death. In fact, this is not only the problem of population positioning, but also related to the category positioning problem, why Shun Fung optimization began to choose imported food, Alibaba why to choose American Car and Alaska seafood, these categories are not only related to the needs of the population, but also with the supply chain support capacity. Professionals who play the supply chain know that the core of operations is the category-driven supply chain, both in traditional retailing and in E-commerce. The Scientific category choice is your success half, therefore, it is very important for agricultural products to locate the category, do not use too many categories to attract more purchase demand, in many categories of mixed supply chain system, especially agricultural products category, back to make you lose the sound of the four, do not even hit your brand.

We look at the original life of Zhe Orange, Liu sold Liu Dao, Shun Fung preferred to sell Litchi, cat selling Alaska seafood and so on, these can be seen in the classification of the category definition of agricultural products can do a good job of the value of this.

From the point of view of supply chain, as a category-driven supply chain, the scientific choice of category in the electric business platform determines the potential of your profitability. Once with the domestic well-known electric power supply chain director to discuss, when the category increase 10 times times, supply chain management complexity will increase 100 times times, or even higher.

Ten, returns the proportion control

This is the agricultural products must focus on the evaluation of the KPI indicators, a return to bring loss is not only the loss of goods, important customer shopping experience and the loss of Word-of-mouth, so the agricultural electrical dealers to control the proportion of returns has become the CEO's focus. Of course, the front also said, would rather send customers, but also try to avoid the loss of return.

My actual research data show that many agricultural products to return the proportion reached 10%, a good point of 6% of the proportion, such a return proportion of the loss is not to be overlooked. But now farm produce electricity business also did a lot of innovation, for instance the prepaid C2B mode, will greatly reduce the return ratio; another is the O2O model of Shanghai's kitchen, which penetrates into the community, the membership prepaid, which is said to be able to control the return ratio under 1%.

Therefore, it is not only to think from the angle of operation, but also to change the business thinking from the angle of business mode.

Why the agricultural product electricity quotient loses, above 10 dimensions analysis may let everybody get certain inspiration, actually this is not only the operation management question, also is the business model question, simultaneously also will involve the marketing strategy, the resource conformity ability and so on!

To sum up, the main problems of agricultural product electric quotient are as follows:

1, marketing waste.

2, procurement integration is not in place.

3, the lack of socialization of cold chain logistics integration and application.

4, the entire supply chain process loss.

5, the category of positioning errors.

6, returns the proportion control question.

To achieve real losses, the bottom line is: Customer experience to add, supply chain operating costs to do subtraction.

Cargo for China's 1.4 billion population base, the Internet life is an inevitable trend, agricultural products, fresh electricity dealers must be a big market, the end of 2013 today, China's agricultural products have not shown a single industry benchmark, the whole field there are many problems, there is a problem is the opportunity to develop, It is not a company's mission to explore the traditional industries of China with internet thinking, which is the common mission of the industry participants.