How does the most "sexy" business model change the agricultural product circulation?

At present, more than 80% of the agricultural products in our country are circulated through the network of about 4,200 agricultural batches all over the country every year. The market of agricultural batches is not only an indispensable infrastructure in the circulation chain of agricultural products, but also a vested interest. According to an official background report, vegetables in the wholesale market into the retail market in the circulation link, the market management fees and booth fees accounted for the total circulation cost of about 45%, nearly half. If the profit of the middleman is added, the circulation of the vegetable price is more than 70%.

However, with the deepening of the reform of the economic system and the start of a new round of land reform, and the rapid impact of the information wave, the tide of fresh electricity business has become more and more turbulent, the agricultural industry has been feeling strongly uneasy. So how does the Internet affect the transformation of China's agricultural products circulation channels? What kind of opportunity does the channel change bring?

When the Internet economy big explosion, fresh electricity Shanglanhai Mighty, each road capital courageously beaches. Unlike the market platform of agricultural batches, the electric quotient platform is relatively light, the degree of modularization is high, the socialization degree is high, in addition to the current economic transformation, the real estate stabilization, the social each road capital pours into is called the electricity merchant the last blue sea fresh electricity business field.

Reported that China's agriculture-related electric business platform has 30,000, agricultural products, 3,000 platform. Regardless of the exact number, it is enough to prove the popularity of fresh electricity dealers, and different from the previous wave of extensive investment, Amazon and other giants began to lead the fresh electric business to carry out fine business, a great deal of not breaking the momentum of the end.

A platform dispute?

For a time, the fresh electricity business seems to have been too late to complete the modernization of the agricultural market of the grave digger, the market for farmers to their own people's way. Beijing to set up a new official flagship store in the east; Shouguang Agricultural Products Logistics Park is very early in the attempt to auction mode; Chongqing Incense Full Park platform is known as the agricultural batch market transformation of the benchmark; Shenzhen agricultural Products company is set up to cover a number of levels of the electric business platform, but also invited former Alibaba CEO David Wei together to plan the agricultural products business-to-business large platform.

Compared with all kinds of subjects, farmers have more resources in the market to produce fresh electricity, all kinds of agricultural products gathered here, all levels of traffickers gathered here, more than 80% of the country's agricultural trade is completed here, which not only has the mass consumption of agricultural products, but also high-quality base product and imported products, Lenovo has hung a big billboard in Beijing. Sitting with such superior resources, the agricultural market is naturally not willing to rent and collect fees this extensive and unsustainable model, not to be eliminated by the industry, have tried hydro-electric operators, trying to have more relationship with agricultural circulation chain. However, at present, there is no agricultural market to subvert the effect, there is no mature mode, most in the fashion or stress response of the Dan.

Then look at fresh electricity, although the agricultural upstream of the growing enterprises, the middle reaches of the circulation of enterprises, downstream distribution enterprises have set foot in the fresh electricity business, but also the Cross-border elite of the road. However, the industry said that the country's fresh electricity manufacturers almost no profit, indicating that the fresh electricity manufacturers did not produce new value, did not form a mature model. Platform competition has not formed, we face more of the industrial change brought about by the common problems, such as food safety is not guaranteed, cold chain logistics is imperfect, the lack of standardization. The industry change is not a recruit one type of change, it is necessary to observe from the angle of industrial chain, combined with the cross-industry factors, from the perspective of systematics, to have a more comprehensive, clearer vision.

Ii. complementarity

The agricultural batch market is the agricultural product from the origin to the sale place the station, and through the commercial goods gathers to form the price, is in the agricultural middle reaches, is our country agricultural product circulation main way. Agricultural batch market in the service of agricultural products circulation, together with the traffickers, exploited most of the agricultural products profit, monopoly of supply and demand information, the market sitting place of rising prices are not uncommon, food safety problems can not be, for agricultural products unsalable and speculation is helpless.

As a new platform, the electric dealer has reduced the intermediate links to some extent, ensured the food safety and facilitated the purchase of consumers, but the fresh electricity business platform is mostly in the downstream distribution, and has made little contribution to the upstream problems in agriculture. The issue of agricultural product circulation is closely related to the agricultural production mode, relative to the downstream sales, agricultural upstream problems more prominent, such as production fragmentation, food safety problems, wholesale trafficking links too much, lack of standardization, the lack of branding ...

Fresh electricity manufacturers also contain a large number of new elements, such as cold chain logistics, demographic structure, internet technology, social psychology and so on, has become a new business area, the need for new models to produce new value. However, the national fresh electricity dealers are almost not profitable, indicating that the current fresh electricity business is not enough as a new model of agricultural circulation, it also needs to optimize operations, the need to continue to integrate more links in the industrial chain, the integration of more related sectors.

In the field of agriculture and agricultural products, combined with world experience, the problems in the upper and middle reaches are the most prominent. Countless cases of the failure of the raw electricity dealers repeatedly confirm the fact that: the fundamental problem of fresh circulation is not in the "last kilometer", but in the initial "one mu three points"; the electric quotient is not only a kind of sales channel, but also a brand-new business organization mode, aiming at the standardized products, the Internet has reconstructed the industrial organization form, and the agricultural products , the product itself needs to be recycled. Facing the industry reengineering, the agricultural batch market and the fresh electricity dealer are in fact complementary to each other, our country agricultural batch market leading enterprise already started to explore the modernized circulation facility and the world Advanced Electronic auction transaction pattern, but the new agricultural company which has the Internet gene also began to layout the agriculture upstream, exerting the whole industry chain

In fact, the simple discussion of the two types of platform is a competitive relationship or a cooperative relationship is not very meaningful, simple discussion of the two models of natural irreconcilable significance is not small, the key is a specific enterprise should be based on their own characteristics to make the best choice, so that in the industry to survive the change, but also

Three, two Swords

In the middle and lower reaches of agricultural products circulation, a localized agricultural market can fully combine the fresh electricity quotient, better solve the industry problems, and finally complete the combination of traditional industries and the Internet. The following is an analysis of possible ways to collaborate between a localized market and a different electrical business platform:

1. Local market and vertical electric business

Fresh vertical Electric distributor is undoubtedly the most "sexy" business model, but because of its complex system, relying on efficiency, systemic risk is high. At this stage, if there is no strong capital anchor, no professional team to fight together, the general will die very gorgeous. Even if money and people are not the problem, a single farm market still cannot guarantee stable product quality, let alone price.

The upstream traffickers in the market 稂莠, product quality is not high, quality control costs too much, the use of wholesale market for the base of the excellent vegetable network failure is a clear case. The first reason for Ding Jingtao's failure is that it is unreliable as a product source. Some of the other cases, such as Tuo tuo, Fu Tian Nets, products are relatively high-end, Tancheng operation, and packaged food, and the agricultural market in the popular fresh products vary greatly. At present, high-end products with higher brand premium are likely to offset the high distribution costs, and the mass consumption of agricultural products at this stage is difficult to balance the cost of logistics.

Localized vertical electric dealers look very beautiful, but for the lack of talent reserves, no internet culture of the agricultural market, too complex, product differences too large, the risk of a hasty transition too high. However, the localized agricultural market can cooperate with the local vertical electric operators, lease or provide infrastructure, and jointly build the sales system under the line.

Can even use local visibility to build brand channels, the market radiation range of retail terminals incorporated as a common brand offline terminals, so that the retail terminal at the same time, assume the role of distribution site, the online order to guide customers near the retail store, to achieve the nearest distribution or customer online payment, the nearest to mention. The distribution tasks of vertical distributors are dispersed to countless retail outlets or consumers, and can even engage in social courier, outsourcing a small range of dense distribution tasks around a retail store to nearby idle labor.

The above cooperation, the local market infrastructure and brand awareness reduces the cost of hardware construction, the cost of distribution nodes, and the cost of brand marketing, while the good online operation capability and customer maintenance ability of the electric business platform have further enriched the brand connotation of the agricultural batch market and reduced the intermediate links, Extends its relevance to local customers and enhances control over the local market.

2. Local market and business platform

In the past two years, each big electric platform has launched a fresh project, such as the cat's hairy crabs, Yantai apple and so on. But after the cat experience, the product standardization is still not good. Beijing East this year also poured into a large number of third-party fresh enterprises, through visual, sales. Integrated electric business platform to enter fresh category mainly rely on precursors advantage, there are other categories to do support, diversion is easy, and does not involve in addition to the display of other links outside the promotion, other links by the merchant to solve their own or outsourced to Third-party logistics solutions, the platform is only responsible for their familiar marketing links. For them, the production of agricultural products-marketing-distribution industry chain has become a "dumbbell" type cost distribution, they only take intermediate links, the marginal cost is low.

Agricultural batch of market giants do business platform, neither the first hair advantage, and no flow advantage, need to invest too much resources to cultivate market visibility, and the cat, Jingdong, Shun Fung and other giants in the way, the possibility of success unique, so the business platform is not a good choice to start. But you can use the existing platform to develop business, further enrich the brand connotation, increase customer relevance, in order to build a platform to prepare.

Business model is in fact "small but beautiful" light mode, you can change while doing, low-cost accumulation of experience, cultivate user awareness. In the case of immature macroscopic environment, setting up standards, cultivating brand, educating customers is the focus and can accumulate content. A localized farm market, can use the third party platform and Third-party Logistics, choose the market quality products, preferably overseas products or base products, conducive to the stability of goods traffic and quality control, to do a number of single products, the formation of brand, and then expand the range of selection, to cultivate more suppliers to stabilize supply capacity, Further enhance the brand awareness and supply chain control capabilities, and finally build a platform diversion.

First, low-cost accumulation of traffic, the formation of brands, and then heavily reconstruct the industrial chain, thus forming an irreplaceable moat, which is the essence of the Internet model. For agricultural products, there is no brand, there are still opportunities for agricultural market, but to build brands can not do their own, but also control the quality, the best way is to set standards, this is the light mode of aggregation flow.

No matter what the end of the online trading model, should be quality as a good product as a prerequisite, and well-known trading platform brand and perfect retrospective mechanism is not a day of work, directly on the platform, and then cultivate customers, too difficult, too expensive. To quality products of the electric business Light mode as the starting point of the lowest cost, and a large agricultural market in the local often have considerable visibility, localization of the business is the best entry point, can continue to accumulate brand awareness at a lower cost.

3, on the Business-to-business platform

The Shenzhen agricultural Products Company has engaged in several bulk products of business-to-business electronic trading platform, but for sugar, silk and other easy to standardize products, sugar trading platform has tens of millions of profits each year, the other is not up. Fresh, domestic relatively formed business-to-business electronic trading category is the electronic auction of fresh cut flowers, but also counterparty trading and spot auction two ways coexist, did not realize product remote delivery, need to see the goods on the spot valuation. The reason is that the standardization of products is still not high, traceability system is still imperfect.

Agricultural batch market to engage in e-commerce platform, there is an insurmountable paradox, and most of the agricultural market even electronic settlement is not, what to talk about other. However, it is undeniable that the Business-to-business platform is an important direction of the market transformation of leading farmers, you can first use the electronic clearing work to cultivate user habits, back to the study of product standardization. The strength of the leading enterprises may wish to let go, but the prerequisite is to gather a group of High-quality base as upstream customers, the industrial chain to concentrate on standard labor, open cultivation and catering and other diversity of labor, which is the whole mode of the greatest efforts.

Iv. important issues of agricultural entrepreneurship

1, I want to know where I will die, so that I will never go to that place

This is one of the favorite sayings of Warren Buffett's partner, Munger. In the same industry, each specific enterprise is located in a different niche, the need to combine their own micro-ecological environment and unique advantages of continuous expansion of industrial chain control capacity, although the point of entry is different, but the same. Entrepreneurship is the same, fresh electricity companies seem to be the largest agricultural entrepreneurship at the moment, but in the industry before maturity, entrepreneurs are not only the speed, but also the position is reasonable, lest degenerate into a "Matthew effect" of the victims.

At present, Ali and Jingdong occupy most of the electricity business flow, behind there is a lot of capital to drive various platforms in pursuit, I really do not know the future of platform-type entrepreneurs. And that group of so-called "small and beautiful" vertical electric companies have threatened to solve the "last kilometer" pain point, but the system is voluminous, Beijing-east and the ten years of hard work is the so-called Cross-border elite can shoulder, not to mention the "rookie" of the tens of billions of investment.

I wonder how long the Tuo tuo workers will be willing to invest in the giant embrace. Vertical enterprise is nothing but in the immature agricultural products of the window period to transform some high-end products of the sales form, and the public health of fresh electricity business distance. As the industry matures, all the links in the industrial chain will be the lowest cost operation, the giant will also play a variety of combination boxing, and even the whole of the fresh large categories of subsidies, vertical electric dealers will sooner or later be incorporated by the Giants.

2. Upstream is the best position for the entrepreneur.

The internet giant has a strong first-entry advantage and a lower marginal cost for farm products, but adds a category to the integrated platform. Marketing and logistics links are the Giants in deep, new enterprises have been difficult to form a climate, the best direction is along the upstream one-pole cut. Many basic problems in the upstream of agriculture in China are still unresolved, such as intensive production, standardization of quality of agricultural products, registration of origin and traceability. Only upstream are spadework, dirty son, high-spirited entrepreneurs where willing to do, but tall as Beijing east, but began to penetrate the base, to promote their own standard system of agricultural products, and even directly to the seed to the countryside, from the most source, grabbed a chain.

China's agricultural upstream transformation has just started, and agricultural products vary, coupled with natural differences such as geographical climate, large capacity, along the upstream force, to do the best product is the future of the true blue sea. Entrepreneurial farming seems to have no electric business platform project sounds so tall, but entrepreneurs first to survive, why do you have to go with the Giants grab food, product branding is the most vulnerable link in agriculture, to do a good product, the use of competition white-hot various types of electric business platform and increasingly sophisticated cold chain logistics, high to establish their own brand, Grasping the consumer directly is the lifeline.

3, agricultural entrepreneurship of the seven Dragonball

(1) Control the source to control the quality

To rebuild agricultural products, we need to start from the source, strict management for standardized planting, according to the quality standard grading packaging. These jobs are not rich and people can handle, and the biggest difficulty is to manage Chinese land and farmers, which is directly related to the stable operation of enterprises. Money will not say, talent this is actually more sad, agricultural science and technology personnel to the countryside will be very low, to find technology and can be integrated into the farmers to manage the farmer's talent is too difficult, the best way is from the local farmers among the selection of training personnel to join, rather than airborne, so as not to

As for the land, although the start-up company can not like the extravagantly, the world buys the orchard, but may refer to the Jia Wo and the domestic peasant household cooperation way. The first is to fully rent the self-employed, money can be willful. The second is to contract with the large, demanding large land entrusted to the good management, the product by the Jia-wo underwriting, Jia wo with technology and profit expectations in exchange for product cultivation management and underwriting rights. The third way is more suitable for the higher level of planting base, Jia Wo provide planting and product standards, guide the production base, provide the necessary agricultural materials, and underwriting products.

Jingdong cooperation with the base is similar to the use of a relatively loose way, the East Beijing Standard, to provide the necessary agricultural materials, the base plant as required. The future, platform and base of the mainstream cooperation model should be relatively loose, in-depth division of labor to reduce costs, the expansion of the scale, but the current domestic farmers are difficult to produce qualified products as required, so as far as possible to control the production process is necessary.

(2) Startups don't necessarily have to start with the land.

Start-up companies are often limited in funds, can not rent a large area, nor easy to obtain the trust of farmers, can try to unite a group of advanced farmers, the first platform to do the cooperation base, the use of platform support policy, platform management production, while cultivating independent brands, brand mature and then dabble in other links. If there is no, and no stable cooperative relations, start-up companies can establish a standard system, and then strictly in accordance with the standard selection marketing, the first brand of traffickers, brand support, and then attract large and base to join, and then enhance the upstream control.

At any rate, startups should avoid working with retail investors who have no contract culture, preferring to do brand traffickers first, to ensure product quality, and to avoid the risk of default by farmers.

(3) Product selection related to system complexity

A wide variety of agricultural products, exaggerated that a kind of agricultural products is an industry. Considering that the consumption habits of agricultural electricity dealers have not yet been established, the cold chain matching is not yet ripe, the start-up companies should choose the low system risk varieties as far as possible. For example, three squirrel selected dried fruit, natural loss of very little, to leave a lot of room for inventory turnover, and easy to achieve standardization. Of course, processed dried fruit has been out of the fresh category, and the success of three squirrels is more because it did not rush to do the platform, but a limited single product cut, gradually increase the category, do one, into one. By contrast, the first failure of the Ding Jingtao is that the new source cannot provide stable quality and stable quantity of products.

Fruit is easier to standardize than vegetables, has a longer shelf life, and the brand-run fruit has appeared, but there are few vegetables. Meat and seafood are harder to standardize, rely more heavily on cold chain facilities, and test operational capabilities. Start-up companies can choose easy to standardize, easy to store, longer shelf life of varieties into.

(4) Localization and experience economic prospects

Excellent dish nets failed, Ding Jingtao found that platform-type companies are not suitable for fresh, vertical companies have to die. However, the current life network, several vertical electric dealers, such as Mr Shevchenko, are still doing well, and the key is to balance the cost of operations with the high value of high-end products (and many packaged products), and to strictly control the scale and not operate across regions, thus avoiding the geometric growth of the risk of trans-regional operations.

Another advantage of localization is that you can make more effort to plow the offline experience. Ding Jingtao said that he was defeated in the overall experience. Must let the aunt buys the food on the internet with the big environment in the strength, wants to transfer the aunt the market zecai the pleasure, but does not kill it. Youth dishes for urban white-collar workers to provide cut well with good vegetables, not only reduce the cost of young workers to eat, but also enhance the sense of life experience. To big, said, buy food is only part of the meal, eat just a part of life, can be transformed and transformed. Localized fresh business can take advantage of the convenient internet, the development of participatory, entertainment business model, the city to buy food and cooking more are retired aunt, some leisure, some social desire.

If the upstream product is stabilized, in the case of incomplete category, you can try to establish business-to-business business with retail terminals, one to avoid the last kilometer of cost, to ensure efficient operation, and the use of mature channels to promote the brand, not too early to make enemies, while freeing up energy for offline marketing, explore a better sense of experience model, The pattern is mature and can be rapidly guided.

(5) Counterfeiting is a technical job

After the brand is launched, it is counterfeit. There are reports that 90% of the Kunming market Orange is fake, to some extent, the impact of the brand. Although the two-dimensional code verification system, but still can not guarantee that the consumer finally get the genuine, because two-dimensional code packaging can also be faked. Anti-counterfeiting to be based on the characteristics of the product, Millet mobile phone is strictly limited channels. In fact, Chu Orange brand has been launched, the origin of fixed, limited production, can limit the channel. If the use of two-dimensional code shop from the origin to the consumer "access", then the fake problem will be solved.

To Chu Orange For example, the establishment of the official website, every box even every orange dozen two-dimensional code, within the code enclosed transaction information, for example, a certain day from Xinping Jintai Company wholesale to the original Life network, and then consumers in the online purchase, the network will also be trading information into two-dimensional code, so that consumers as long as a sweep of this two-dimensional code, was directed to the Orange official website to view all the information on this box of oranges, consumers know how the orange from the orchard into their own hands. Chu Orange official website to authenticate which channel business has two-dimensional code editing rights, even if two-dimensional code can be faked, but two-dimensional code points to the payment information will not change. Consumers will know the two-dimensional code corresponding to the orange by whom and where the time to buy. At present, the two-dimensional CHU orange code can be easily copied, coating can be fabricated, only the information published by the official website can not replicate, can not be faked.

(6) The product is also a connection way

Internet thinking emphasizes the connection between man and man, the connection between objects and objects, and the connection between people and objects. Imagine, if consumption is not just consumption, but a new way of connecting people to people? Many good products do not sell mountains, if the producer's personal information or stories are directly reflected in the product packaging, consumers can not only enjoy good quality products after receiving the product, but also can be traced directly to a particular farmer, gardener, business owner, and also understand the particular story behind the product, the characteristics of specific people, and establish contact with him. This information can be loaded into two-dimensional code, there is a problem directly call the product of the first producer. This solves the problem of lack of integrity, but also can use this connection to do additional value-added, such as the promotion of base tourism, precision public welfare, and further increase the platform's brand value and user adhesion degree.

(7) Standard is fundamental, Brand is soul

Chu Orange should be the most classic electric business operation of fresh agricultural products case, the same trader then launched Liu Dao, pan Apple, but ineffective, because marketing can not really solve the industry big problem. Later, the Liu Dao Public Solicitation Promotion program, among them, the founder of the Meng is the best idea: using Lenovo's World brand and the advantages of overseas planting base, in the world to promote the association of Kiwifruit Standards, go "Lenovo brand is the industry standard" of the Mighty Road, and can not imitate based on the Ailao of the personal brand of orange.

No matter what brand strategy, Brand is the final value point of product and differentiated competition, and standardization is the skeleton of the brand, there is no specific standard brand is virtual. A brand of agricultural products standards are recognized by the market, destined to be the whole industry for reference. Imagine that when the same product executes the same standard, any form of electric power is a cinch, while standard-makers and brand-owners have control over the industry. Believe that the Internet will have a far-reaching impact on human organization, in the Internet wave, more agricultural products will achieve standardization, branding, control standards is to control the entire industry.

Finally, the author wants to say, the industry change not only causes the crisis to the traditional enterprise, but also brings the opportunity for the new enterprise, however the contemporary China is experiencing the most profound, the most complex transformation, the enterprise has the necessity to grasp the advanced productivity and the production tool in time, fully recognizes its own characteristic, the clear analysis Make the best choice to meet the trend of the times in order to be invincible in the fierce competition.

(Responsible editor: Mengyishan)