No standard and brand, which is the next life of fresh electricity business

The rise of agricultural electricity dealers in the last two years has made the mode of fresh electricity business very enthusiastic. How many pioneers to become martyrs, fresh electricity business this industry difficult in a "fresh" word, it challenges the electric business field of the High-tech, the test is the whole industry chain integration ability, everyone think here is full of good business, but much is helpless. These days, a lot of people are talking about the new line of fresh electricity dealers in Beijing east, which is "regular home with private customization", which is not a new model. Look around the big cities, already surrounded by a variety of organically-furnished farms. All kinds of home cards and leaflets are flying around the sky, as it is proved that money can be made. The internet age, as if a talking about fresh electricity business, seems to be tall things, in fact, is to sell vegetables. Since it is for sale, that is the question of how to sell the law. I personally think that the current mode of fresh electricity business is nothing more than two: pre-sale type mode and the sale of class mode, which is the same as real estate has similarities.

Pre-sale mode of fresh electricity dealers

Whether for private customization or regular home match, in fact, is a pre-sale mode, in advance of my vegetables and trees on the fruit sold to you, as long as the solution to a trust problem on the knot, food is safe, eat very relieved enough. This is the main sales of land and services, the use of ecological natural cultivation, not the pursuit of production, to ensure the quality of fruit, to achieve the origin of high-quality fruit and vegetable direct supply. In the Food safety form grim today, this pure natural, non-polluting natural quality temptation, in the product unit price and added value on the has a lot of profit space, but also easier to obtain recognition, this is just beginning to make a comparison of the important reasons for making money.

And for private customization is more simple operation, the land is leased to you in advance, regardless of how the dishes, have been sold to you, but also as a weekend leisure travel schedule activities. Through the provision of more valuable services to enhance customer or consumer experience, through the member claims land, through their own species or by the cooperative base responsible for cultivation, care and support, naturally realize the traceability of fruit and vegetable food. For other non-standard products such as tea, to a large extent, the first solution is also a question of trust, that is, the accumulation of integrity, through the way of advance order, direct production orders, targeted to carry out the picking and packaging, this kind of pre-sale mode rather than sell is a product, rather than a kind of trust. At present, for relatively high-end raw products, this is a good idea, but also to improve the value-added products a shortcut.

The current sale class mode of fresh electricity dealers

In addition, the current and many of the pioneers are taking the sale of the model, there is no or only a small number of large-scale cultivation and breeding base, through the production or strict screening of products into the sales end, this aspect, the first batch of native product net. Other life, Tuo tuo workers and so on, there are also these modes of operation in the inside. For example, the south of Litchi, pineapple, sugar orange, honey pomelo and so on, in the case of large shipments, most of the existing agricultural products in the selection, for the sale of electronic business. This way to do more than a fee, there are some electric operators to find high-quality products around the sky, after all, this way has the ceiling, lively for a while, bigger seems difficult. This model on the one hand limited by the level of products, on the one hand, spend a lot of energy to Amoy products, for the long-term benign development of the electric business has virtually added a lot of joints, coupled with the seasonal effects of fruit and vegetable products. The resulting high cost of logistics and preservation technology or the limitations of cold chain logistics, making cost control is easy to become the last straw crushing camel, which is nearly 2000 fresh electricity business site is not easy to profit a key.

For the fresh electricity supplier, how to realize the low cost expansion and efficient distribution is very important to improve the sales scale and radiation range. Many problems in the past boil down to a few points:

First, the problem of the standardization of Fresh. The growth of agricultural products is a biological process, in addition to soil, water quality, germplasm, and other aspects of the production of products in most cases, there is a large difference, which is why there are native product reasons. But now when it comes to standardization, it seems like a farmer or producer should be able to produce something that is very standard, appearance, taste, sweetness, etc. product indicators are uniform, which in itself is the wrong target, for the current China's majority of agricultural producers, including some large-scale farms, also face similar confusion. Fresh standardization is the most difficult problem, the future is likely to be divided into two extremes, one is pure high-end products, limited edition, regional, High-quality, the other is relatively loose green packet fresh, quality grading, but the difference is not small.

Secondly, the rate of impairment is high. According to statistics, China's current fruits and vegetables in the logistics process loss of nearly 30%, 100 tons of vegetables can easily produce 20 tons of garbage, relative to the western developed countries about 5% of the loss. This is a shocking figure. In the past, it is easy to boil down these problems to the logistics problem of the cold chain, in fact, the existing consumption habits and immature agricultural products processing technology, agricultural products from the initial state of the product is not better into a convenient circulation of goods, in the logistics process for fruits and vegetables, aquatic life of their own biological activities not enough intervention, Directly resulting in high wastage and consequent cost problems.

In view of the above problems, in the fresh electricity business process, consumers will reduce the trust of businesses, but also brought some complaints, forced some businessmen began to make reservations, the other day supply. To some extent, in the past, many varieties, fast logistics, light packaging problems in 3C products and shoes and hats did not appear in the problem, in agricultural products have become a big problem. To solve the above two problems, the current simple and direct way is to strengthen the introduction of processing technology, insist on a single product management, deepen the subdivision, with a professional means to do a single product sales and promotion. Of course, for the electric business platform or ultra operators, the need for a variety of product portfolio is the way to operate, this is the path of single product cooperation. By working with different farms or professional processing cooperatives to ensure that each single product is professionally processed and packaged, the same products bring the cost savings and efficient distribution of logistics. Agricultural products can be sold more quickly through precooling and separation, into the circulation channels.

For the electric business practitioner, the important thing is not the more the product the better, but the product diversification of the more the better, like our fish eat more like, in the initial processing of agricultural products, more attention to deep processing and a variety of packaging technology, including the different forms of fruits and vegetables, different packaging processing and treatment, In ensuring fresh quality and food safety at the same time, emphasizing the diversification of products, can also be based on a single product to dig out more customer demand for fresh electricity dealers sales of multiple market focus. And then with different production base to carry out cooperation, such as the Beijing-East in Xinjiang Aksu, Shandong, Hainan Wenchang and other land contracted thousands of acres, planting apple, cherry, lychee and other fruits of the single product. With Hebei Gaobeidian, Shandong Yantai, Hainan Wenchang, etc. to establish organic agricultural products direct supply base. and employ local farmers to large-scale cultivation, the use of natural cultivation methods, not the pursuit of production, to ensure the quality of fruit, to achieve the origin of high-quality fruit and vegetable direct supply. With the rich product category, perhaps is a good solution.

Two hand of fresh electricity dealer: Standard and Brand

The competition of e-commerce is the competition of upstream supply and the control of supply chain in the final analysis. The first is the standardization of the problem, there is no standardization, each farm or cooperative production of agricultural products vary too large, can not be unified identification and grading, only in accordance with the path of local specialties, a place a brand, is not conducive to bigger and stronger market. Standardization is the fundamental measure to strengthen the process control of agricultural product quality and safety, in the source of electricity, we must consider the output of production standards, the formation of an enforceable refinement of things, can also be commissioned by agricultural research institutions to develop and distribute, to ensure that farmers in accordance with the unified standard for soil transformation, fertilization, picking, according to the unified standard for packaging. Reduce the difference of products, expand the similarity of products, to create a quantitative level of replicable products in order to achieve e-commerce supply stability. For example, in recent years in Zaozhuang, Shandong, cherry planting area of about 6000 hectares, through the promotion of standardized cultivation, the prohibition of the use of prohibited pesticides, the implementation of a number of measures such as grading sales, to create "good faith cherry" characteristics of agricultural products, planted green cherry, a large, color-yan, quality is very high, achieved good sales results. The standard is not only in the production side, such as soil, picking, production and packaging with the farm to sign more detailed standards, the realization of standardized production of vegetables, but also through standardized production technology regulations, the establishment of a vegetable production electronic file system. To demonstrate the popularization of pest control measures, instruct producers to scientifically control vegetable pests and diseases, and improve the quality and safety level of real vegetables. Good and reliable fresh electricity supplier of the upstream supply is the best starting point for sales.

Next is the brand to build, in the agricultural products standardization production process, more stable and the quality unusually close fresh product enters the circulation end, has provided a good foundation for the brand development. According to the traditional theory, the difference of product quality is the basis of building a brand, if the same quality of agricultural products, consumers do not need to identify and select agricultural products. The difference of products can establish the brand of agricultural products, in fact, this sentence is also true, but the concern is not right, the brand is a kind of partition, to their own products with other product areas separated, such as traceability, green, high quality and so on, need to establish with other agricultural products quality differentiation. Many kinds of agricultural products and their varieties have the best region of production, different geographical environment, soil, temperature and humidity, sunshine and other natural conditions of the difference, directly affect the formation of agricultural products quality, many agricultural products, even the same species, in different areas of their quality also vary greatly. But for producers, the regional unified production standards produce relatively uniform quality, unified quality is the key to brand building, or it is a local specialty case.

For fresh electric operators, whether it is fruits and vegetables or aquatic products, must pay attention to the standardization from the production side, only the standardization of things can be more easily processed and grade classification, and then the quality and brand of the long spread. In the final analysis, the electricity business good sales are all the premises, regardless of the pre-sale type model, or the sale of class mode, e-commerce with the traditional channels, the product is always the core, if separated from the standard, the brand is source, if out of the brand, discuss what fresh electric business model is nonsense! (CEO of Bo Yuan Agricultural consulting company, micro-letter Lamala)