E-commerce white paper on agricultural products

Last week, the Ali Institute published the "Agricultural Products E-commerce White Paper (2013)." Data show that the number of sellers of agricultural products on Aliping stage in 2013 is 394,000. One Taobao (including cat) sellers for 377,900, business-to-business platform for about 16,000 merchants. 2013 Aliping Platform of agricultural products sales continue to maintain rapid growth, year-on-year growth of 112.15%. The 1688 platform grew 301.78% year-on-year. Fresh-related categories to maintain the fastest growth rate, the year-on-year increase of 194.58%, 2013 agricultural products parcels reached 126 million, growth of 106.16%.

All the data point to: agricultural electricity business has been prairie, a step further. The rise of new farmers, cooperatives enthusiastically Taobao open shop, agricultural products, E-commerce website surging, many types of agricultural products in the network hot. At the same time, agriculture-related electrical business service providers flourish.

With more attempts and innovations in the network sales of agricultural products, the "service-driven county-level e-commerce development model-Suichang model" has emerged in Zhejiang, and its core is the development of the county-level agricultural product electronic commerce. The author recently visited Suichang, field visits, to see the agricultural electric dealer in the back, Suichang model in the end is what?

The model room of farm produce electric dealer

Before the wave of E-commerce, Suichang Pianan in Zhejiang Province, the provincial leaders rarely down. The entire county pillar industry has bamboo charcoal, papermaking, metallurgy and other industries, characteristics of agricultural products and tourism. Some people say that Suichang rice is good, because it is the original ecology of the mountains, there is no chemical fertilizer, some people say Suichang pork, beef, chicken sweet, because they are eating their own cereal grew up, and someone from the tip of China to learn Suichang bamboo shoots tender ... In short, the south of Zhejiang mountainous Suichang County Rich, Lishui people know.

Later, the ancient farming civilization met the passion of E-commerce, "Life to think good, hurriedly on Taobao" creative brush wall everywhere. Mahjong table on the mother aunt in the discussion seconds Kill, packet mail, gold coins to swap. Young people with paralysis in the village head and Suichang e-commerce Association president Pan Dongming Face the first sentence is: How do you think this year double? At the Suichang Farmhouse restaurant, the serving chef will talk about his views on the bat war, and some people who love agriculture spontaneously come to Suichang and promote the online development and circle exchange of local agricultural electric dealers.

Ali Research Center, Academy of Social Sciences, provincial leaders Gesanchaiwu to county research. Drive the street network (local life Electric business service station) spread to pry the huge rural market. Suichang Fire, the honor of countless, has not been the traditional sense of the countryside, because of agricultural products, it has a new business card.

Suichang County is not big, 50,000 of the population of the county has gathered thousands of shops. January 8, 2013, Taobao first County Hall "characteristics of China-Suichang Pavilion" opening. October 2013, the Ali Research Center, the Academy of Social Sciences released "Suichang model", is considered to be China's first service platform-driven agricultural products E-commerce model.

What exactly is Suichang mode? In particular, two large chunks are included:

First, "Association + Company" of "local agricultural products public service platform" to "agricultural products E-commerce service provider" positioning to solve rural (farmers, cooperatives, agricultural enterprises) docking market problems.

The second is to launch the "Drive Street-new rural E-commerce service Station", to fixed-point the way to achieve e-commerce in rural areas to purchase, life, agricultural products sales, grassroots quality supervision and implementation functions, so that the information rural more in-depth docking and application.

Can't help but say the Association + company

With the vigorous development of e-commerce, all over the World Electric Dealers Association, the role of the Electronic Commerce Association needs to upgrade. Formerly a semi-official, non-profit organization, was government-raised, not independent, reach for money, humble, do not do. Suichang e-Commerce Association is the nature of rural e-commerce public service platform, self-financing. Association + The nature of the company, the two fit. Suichang County Shop Association was established in March 2010, the main platform for the public service projects, Zhejiang Network E-commerce Co., Ltd. was founded in March 2011, mainly responsible for the association's value-added services.

The existing mode of the electric Business Association is also to look at and find out by mistake. The association was established in March 2010, when it took into account that training could help job creation and sell local produce. The first year of the association to help put the Suichang shop to seven hundred or eight hundred, plus some of the thousands before. To the end of the inventory, but let Suichang E-commerce Association president Pan Dongming very frustrated, do a good shop very little, 100 have 1, 2 home is good. Why? No professional person to do professional things. What should I do? Set up a service platform to configure the problems they cannot solve on the platform. From the platform to plan, marketing, promotion, so that farmers return to planting, breeding, leaving the shop to return to the store operation. The net merchant oneself only needs to serve as the customer service, other can give the association platform to need to integrate and the allocation resources, for instance four or five person needs a designer, by platform platform Common hires a designer service, saves the cost.

To mobilize the enthusiasm of all must be the nature of the company, the association has more than 30 kinds of profit model, including online training, a one-to-many public service is free of charge, such as more than 1600 members of the network of free training, money by the association or the Association of the Government co-financing; Second, and suppliers to talk about good rebate, centralized procurement, delivery, quality control, warehousing, currently has more than 200 network goods suppliers, more than 10 including logistics, express, banks and other third-party service providers. Also assists in the supplier product development, the network activity organization and the holding, the public data package establishment and so on. Platform full-time staff of more than 160 people, 2013 Association income of more than 4 million yuan, the association member sales amounted to 210 million yuan.

In this way, the association clear responsibility, only to provide intermediary services, to help the network to open a market, they do not open the shop. Will communicate with suppliers, procurement, distribution, network operators training and consulting services, specialized docking platform resources, government relations, Third-party service providers, such as sweep, such as the above. Start with this idea, did not expect to trigger a chain reaction.

One is to cause special attention to the media, People's Daily, China Youth Daily, New weekly, and even foreign media have reported that 2013 years of Suichang model of more than 230, this year is expected to 500, the association has set up a reception department, specialized reception, peak day has 3~4 batch. Second, the government needs a typical tree, Suichang model will be agriculture, electricity, employment, entrepreneurship, less developed areas of the keyword set, access to the government's strong support. The third is to represent the platform of Ali attaches great importance to the platform is the most annoying who is responsible for food safety and debris network integration, through the association to find thousands of suppliers, pulled to the government support, the people pulled to two ships up, bound together. May 17, 2012, Suichang County People's government and Alibaba Group Taobao signed a strategic cooperation agreement to become China's first network of commercial security mechanism pilot counties. Four is to attract offline supermarket procurement. For example, Wal-Mart Procurement Direct Contact Association, taking into account the product full, professional high, credibility, good communication. Now the association integrates the Suichang more than 1000 items, mainly Suichang, will expand to the whole Lishui this year.

Can Suichang mode be replicated?

Now, Pan Dongming Gesanchaiwu will be want to copy Suichang mode of the place please go to guide, he admits very disgusted oneself to "finger-pointing", because some things are the root of the problem, or the whole ecology has problems, rather than make up one or several short board can catch E-commerce Express.

Suichang can be copied, but there is a prerequisite: the Government value, special follow-up, so as to landing. For example, Suichang want to set agricultural standards from the bottom up, first of all must become the forefront of the industry, have the right to speak, and then promoted to the National Standards Committee members, the establishment and optimization of standards. Suichang is now eligible to participate, more than 2014 years will use more human resources to do testing food safety, software equipment investment increased, the goal of establishing China's top agricultural inspection institutions. This is also related to the Government to support the relevant senior talent policy, needs in the industry has a certain authoritative university professors, experts and scholars to become advisers. The real feature museum fire from the Suichang Pavilion began, the original Suichang government intervention, the government endorsement, is always the style. They are very clear that the government to help the Suichang pavilion to do things is the supremacy of the control, and not just to replace Taobao merchants small second do things. Again such as "Drive Street" project, plan two to 3,000 outlets, each dot government subsidy 10,000 yuan.

Suichang is 300 km from the provincial capital of Hangzhou, driving 2-3 hours, in the words of Pan Dongming, the sky is from Black-and-white television to the span of color TV, Suichang is the back garden of Hangzhou. Behind the Suichang model summed up by the academy, I saw more things that were not easy to replicate in my field interview. such as talent, by spontaneous accumulation of talent circle, the beginning of the strong support of the government, Suichang local particularity, there are many chance coincidence ... And the virtuous cycle of all this accumulation.

Pan Dongming as president before working in consulting companies, good at refining, summary. Vice President Pan Junyu, locals warmly call squid, before is a chef, invented several Suichang classic dishes and award, he has a deep understanding of agricultural products. This probably answers the question of why Suichang County's electric quotient platform can stand out in a short time.

Careful you will also find, do not know when to start, micro-blog on behalf of the new farmers are preaching Suichang, in addition to Pan Dongming, Pan Jun The more are micro-Boda, social marketing within the circle of the North Binan Zhao (Beijing's @ Bi Huifang Agriculture and Shanghai's @ Love of agriculture of the old Zhao, two people to China's a peasant circle invigorated), Focus on agricultural electricity from the media person @ The field of Simba, Big v@ Tingchenling, and so on, these people have their own agricultural products shop, have played micro-Bo micro-letter, there is a simple love of agricultural products ... Their common characteristics are against modern agriculture, chemical agriculture, advocating the Aborigines ' culture of returning to basics, having influence, liking the soil pork, the earth beef, the earth chicken, the Earth egg, the earth peanut ... Their gathering has fully played the role of opinion leaders, bringing new blood to Suichang.

How to make them become the spokesperson of Suichang, Pan Dongming started to activate the active mode, actively to integrate into their circle, warm invitation to Suichang feel the agricultural products and Aborigines culture. When they arrived, the Platform integrated government relations and peasant relations in advance. There are ready-made soil, active circle communication, open mentality, enthusiastic personality, plus Suichang resources, good location. In the 2013, more than 10 people, such as Lao Zhao, who were obsessed with agriculture, found a sense of belonging in Suichang. Only if they really think Suichang is good will they recommend it voluntarily. In the 2014, Suichang to build a home for these new farmers, has built a house, this is an emotional sublimation. The vision of the future is to bring Suichang to China's agricultural gathering and pilgrimage. Can you imagine that you and some electric dealer executives or network people lie on the Suichang mountain bamboo, while tea, while discussing the trend?

The model is easy to learn and the atmosphere is difficult to find. Parody's error is not in the wrong posture, but in its own condition.

Inspired by the Suichang model:

1, do agricultural products ≠ farmers Open Shop. A village a shop is not realistic, that is not understand rural people put forward. Do not encourage farmers to open shop, professional people do professional things.

2, logistics problems ≠ to build their own logistics. Fresh transport is now on the foam box, which is only a stopgap measure. How to break? Suichang and Bless Kang's cold chain and community shop cooperation, the back end to their completion.

3. The Association ≠ public Welfare Organization. Only the profit, the driving force, only the growth, will stimulate the initiative. With the attitude of the association, the company's model to operate, equal dialogue, to achieve more win.