Circulation, marketing and reputation are three pain points in traditional agriculture

Circulation, marketing, reputation, is the traditional agriculture three pain points, but also the Internet can start in three directions. As long as these three problems are solved, new agricultural brands can be established, and the way in which the brand acquires a high premium can become a reality. So can the Internet approach be used in agriculture, where agriculture can be redeemed and renewed?

Traditional

An interesting phenomenon, we "tall" internet people are very despise "traditional" two words, if not the "traditional" step on the foot, it will not show what we call "advanced and superiority." So what is the status quo of traditional agriculture?

China's traditional agriculture summed up is a strange elephant and three difficulties:

A phenomenon

The more remote places, the better the environment, the better the quality of products, but the cheaper it is, the poorer the farmers, and the more in the big cities, the worse the environment, the more expensive products, but it is not very good quality assurance.

Three difficulties

One, you don't know; second, you know, but you can't eat it, three, you know, can eat, but dare not eat.

The value of Internet to transform traditional agriculture

Now there are three of fruits to be praised: Chu Orange, Liu Dao, pan Apple.

Where do the audience know these three fruits? There is no doubt that the Internet (microblogging mainly). I would call the above phenomenon "fruit phenomenon", here first from two aspects of domestic agricultural products to consider the current situation:

First, the lack of brand-name agricultural products

Readers, can you think of five domestic brands right now? Yangchenghu Hairy crabs are not, gannan navel Orange is not, Xinjiang JuJube is not, because are regional characteristics of the brand, not an independent corporate brand.

We still boast in front of "vast land, rich", unfortunately, our agricultural products are still in the stage of selling raw materials, there is no brand, no packaging, no grading, can run the volume but not sell bids, producers do not know the brand, is not able to do.

Second, low value-added agricultural products

All kinds of viewers, have not seen who home of rice in the CCTV advertising? Which brand of bananas in the CCTV hit advertising? No, because there is no money to burn.

Liquor, health products, cosmetics and so on are we see the most ads, liquor gross margin of more than 80%, sell 100 earn 80, a piece of Zara clothes thousand yuan, the cost is only one hundred or two hundred, a love horse bag 100,000, cost but 2000 pieces, these products have enough premium ability, can earn the mantle full to burn advertising.

Turn around and look at the fruit phenomenon, and look at us. Why do farmers use all kinds of social media and E-commerce channels, mainly from two characteristics:

1. Low marketing cost

All kinds of social media and communication tools for farmers to facilitate the marketing portal, Micro bo, micro-letter, QQ and SNS are free resources, they spend more time, more thinking, with some means, can and consumers to establish a trust relationship, to sell products will be handy.

2, the story of agricultural products strong

Almost every agricultural product has a unique geographical condition, one side of the soil and water to nurture a party, the same characteristics of agricultural products, geographical conditions, cultural background, urban culture, product knowledge, historical allusions can be unique to the packaging of agricultural products, combined with social media SNS characteristics, it is easy to form a virus spread within the circle.

The brand of agricultural products is the only way, and brand marketing is inseparable from a variety of new media, "Chu Orange, Liu Dao, Pango" are all the use of micro-bo, micro-letter to form a successful case of viral transmission, can be foreseen in the future will be more people for their hometown or characteristics of agricultural endorsement, social media set up the new battlefield of agricultural marketing

Third, to create a transparent supply chain system

Today, online or supermarket purchase of fresh food, there are a lot of packaging on the two-dimensional code, mobile phone scan can see the traceability of this product information, where to cultivate, when picking, who to pick, shelf-life date or even ingredients, etc. readily available.

The two-dimensional code has been used by the public in the past couple of years, a "traceability system" in the food field to address food safety and the credibility of food. However, it is not enough to support the "Transparent supply chain system", nor to eliminate consumer concerns, such as "who can tell consumers that the information scanned is 100% true?"

Enterprises are the producers and communicators of information, although we can not think of the enterprise is too bad, but no third party supervision, constraints, not conducive to the long-term development of the industry, the most afraid of the consequences of the abuse of this technology, and the formation of a "bad currency to expel good money" phenomenon, to the time traceability system and how to use?

Therefore, in the "Transparent supply chain system", traceability system is an indispensable important technology, we also need industrial environment, but also need to work together to create a healthy and sustainable transparent reputation system.

The use of Internet technology to integrate traceability, certification bodies, quality inspection agencies and other multi-party data resources, to "Transparent supply chain" to create a space for imagination.

The above three aspects represent the new agriculture in the "new circulation + new Marketing + new reputation", but also the traditional agriculture in the foreseeable future after the internet, who can solve is the next great enterprise.

I am responsible to tell you that new agriculture can be born countless listed companies, maybe the next one is you create, to become a new farmer.