The cold chain distribution behind the rise of fresh electricity dealers

The "cold chain distribution" behind the rise of fresh electricity dealers

Like the park's livelihood facilities, every city has to have several farm markets. Small to the community next to the market, aquatic markets, large to Beijing, such as the new regional agricultural products (market, interrogation) gathered, they are large and small, all kinds, crooked, roaches, like survival in every city in China, and magnificent office buildings, the bustling commercial street, and echoes. They are the paradise of the aunt, they hold the attitude of exercise body, there is nothing to walk a walk, and always bring something back; they are Virgo's hell, "dirty" seems to be the eternal label. On the eve of the outbreak of fresh electricity, the face of the internet economy, the baptism of the wave of agricultural market this strange café still have the opportunity to Phoenix Nirvana, gorgeous turn?

I. The situation of the agricultural batch industry

According to the national Trade and Industry Bureau statistics, since 2001, the number of farmers in the national market stability of about 4,200, and the single market trade scale significantly expanded. According to the 2009 data of the Ministry of Agriculture, according to the market nature, the origin (including the combination of production and marketing) market 2,631, accounting for the total number of agricultural products wholesale market 72.9%, sales of the market 975, accounting for 27.1%. From the annual turnover, the country's total annual turnover of more than 1709 of the market, accounting for agricultural products wholesale market total of 46.9%, of which 1151 of the production market, sales of 558 market. At present, China's annual agricultural products trading volume of 80% through the agricultural market completed, the total turnover of up to 3 trillion yuan.

Worldwide, the agricultural market is generally considered to have three mainstream models: the North American model represented by the United States and Canada, the European model represented by the Netherlands and France, and the East Asian model represented by Japan, Korea and Taiwan. The North American agricultural batch market exists as the agricultural product circulation Auxiliary place; The European farm market enjoys the government's support and the Farmers ' organization shares, more like supermarket, complete and inexpensive; The East Asian farm market is almost a government institution, the system is perfect and the public welfare property is very strong. China's agricultural sector is relatively unique, enterprises to run the market, the market, dotted, lack of planning and supervision, vicious competition is prevalent, big market sitting on the phenomenon of rent rise repeatedly see the newspapers.

Of course, with the development of China's agricultural industry has begun to appear in the modernization, networking, brand-leading industry, such as Shenzhen Agricultural Products Co., Ltd. and Yurun Agricultural Logistics group, the former occupy the national trading volume of about 10% of the share, is an industry oligarch. Others are the new market in Beijing, Shandong Shouguang Logistics Park, such as regional giants.

With the acceleration of urbanization, people's consumption power increased, mode of production change, logistics system more efficient and convenient, as well as agricultural super docking, fresh electricity dealers and other new modes of circulation, the simple need to reduce the market, the agricultural market will be "one region, one market, more than one market" pattern evolution, production and marketing function distinction is no longer obvious, A large number of small and medium-sized markets will be accelerated integration.

China's agricultural products in the agricultural market through the high rate of two major factors are: (1) Production fragmentation, production and consumption information can not butt, (2) The lack of standardization of products, there is no standardization of the brand, can only be mixed, in the agricultural market unified pricing. With the deepening of land reform and the outbreak of the Internet economy, these two problems will gradually be resolved. At present, each road capital has smashed the fresh electricity merchant, the beach This blue sea, has fully verified the market confidence. The mighty army of fresh electricity merchants, there are new electric business platform to expand fresh business, there are all the road heroes Cross-border raids, as well as traditional agricultural enterprises transformation and upgrading, the market is one of them. To engage in agricultural products, agricultural market has a strong resource advantage, but it has not found the right posture.

Second, the agricultural batch market electric shock difficulty

Compared with various types of subjects, the agricultural market for fresh electricity manufacturers have more resources, all kinds of agricultural products gathered here, all levels of traffickers gathered here, the country 80% of the transaction completed here. Not only have the mass consumption of agricultural products, but also high-quality base products and imported products, Lenovo Jia Wo in Beijing, a new hair hung a big billboard. Sitting with such superior resources, the agricultural market, especially the industry giants are naturally not willing to rent and collect fees this extensive and unsustainable model, will not wait to be a trans-border revolution, have tried the hydro-electric model, trying to have more relationship with the circulation chain of agricultural products. Beijing's new hair with the Beijing-east cooperation with the official flagship store, Shouguang Agricultural Logistics Park is very early in the attempt to auction mode, Shenzhen Agricultural products Company is engaged in several electric business projects, but also pulled up the former Alibaba CEO David Wei together with the planning of agricultural products business-to-business large platform. However, overall, the agricultural market of the electric business case is basically in the fashion stage, and no dazzling star appeared.

The environmental factor is to a great extent restricts the agricultural batch market electric business, however, the paradox of the market itself is also in the dark constraints on the transformation of agricultural products circulation mode: Farmers in the market are mostly middlemen, while the internet thinking, electric business model, one of the main tasks is to eliminate middlemen, shorten the chain of production and marketing, As a vested interest in the circulation chain of agricultural products, the rent-collecting model is simple and effective, and it is too difficult to transform itself. However, agricultural products will eventually become standardized, brand development, the chain of brand products is greatly shortened, the quality of agricultural products to the agricultural market dependence on the gradual decline in the internet based on the supply and demand of both sides of the direct trading model will develop rapidly. Speeding up the extension and transformation of business model is the inevitable choice for the farmers to survive. However, facing the risk of innovation, perhaps only the industry giants have the energy and urgency to open up new battlefield, explore new models, most of the small and medium-sized agricultural market will be doomed to be merged or eliminated.

Third, enter the position of the electric trader

The electric business is not only a kind of sales channel, but also a brand-new business model. For standardized products, the Internet to the industrial organization of the form of recycling, and for agricultural products, but also need to rebuild products. Agricultural batch market to do electricity business, and can not simply move middlemen and products online, must be in the form of agricultural products and circulation chain to do the corresponding changes, it may form a new, more efficient mode of circulation services.

In the same industry, each specific enterprise is located in a different niche, need to combine their micro-ecological environment and unique advantages of smooth ascension, although the point of entry is different, but the same. At present, the Internet and logistics giants have to enter agriculture, in different links exerting force, formed a number of excellent fresh brand and marketing and logistics platform. It can be said that the downstream sales of agricultural products and logistics distribution links are being deep, new enterprises, especially start-ups can be very difficult to catch up, but the upstream many basic problems still unresolved, such as intensive production, quality assurance and standardization of agricultural products, origin registration and traceability, these areas have no star players. As a third party connecting the production and consumption of agricultural products, the agricultural batch market has more advantages to do upstream work, can be registered in the area of origin, product standardization, brand cultivation and other upstream areas of exerting force, really solve the industry problems, thus forming an effective moat. The following analysis of the agricultural market to enter the electric business model of different points.

1. Vertical Electric Dealer

Fresh vertical electricity is undoubtedly the most sexy mode, but because of its complex system, attention to efficiency, systemic risk is high. If there is no strong capital anchor, no professional team to fight together, will generally 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 different, high-quality control costs, 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 workers, Fu Tian nets, products are relatively high-end, and packaged food, and agricultural products in the market is very different.

The localization of the vertical electric business looks very beautiful, but for the agricultural market, too complex, product differences too large, the risk of a rash transition too big.

2. The platform of the Business-to-consumer

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 other than the display of promotional links, other links by the merchant to solve their own.

However, the agribusiness market giants do the 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, so the platform is not a good start to choose.

3. Business-to-business Platform

Shenzhen Agricultural Products Company has engaged in several bulk products business-to-business electronic trading platform, but for sugar, silk and other easy to standardize products, sugar trading platform every year tens of millions of profit, the other did not rise. 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 market to engage in business-to-business platform, there is an insurmountable paradox, the most important task of the Internet to transform the traditional enterprise is to eliminate the middleman, while the middleman is the main customer of the agricultural market. The current situation is that the vast majority of the agricultural market is not even electronic settlement, what to talk about other. However, it is undeniable that the Business-to-business platform is one of the important directions of the agricultural batch market transformation, it can use the electronic settlement work to cultivate the user's habit and accumulate the momentum for the future promotion of the electric business platform. Even the farmers to do the electricity business platform, but also had to set up an independent company to operate slowly, lest haste, incur existing customer resistance.

4. Business model

Speaking of the last, for a single farm market, it is best to avoid the heavy mode of building the platform, to business light mode as the starting point, side-by-side change, low-cost accumulation of experience, cultivate user awareness. In the case of immature environment, the cultivation of brand, the education of 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.

No matter what kind of online trading mode is finally built, we should take good quality products as the prerequisite, and the well-known trading platform brand and perfect retrospective mechanism is not a day's work, directly on the platform, and then cultivate customers, too difficult, too expensive. Business Light mode as the starting point is 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.

Iv. Other issues

1, the brand must have the solid content

Chu Orange should be the most classic case of fresh electricity business, then there are Liu Dao, pan Apple, but the same trader, after both poor results, because marketing can not really solve the industry problems. 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.

New to open the flagship store in Jingdong, no further, did not form a new effective brand content, "new" three words only means the wholesale market, with the product does not matter. Zhang Yuxi said that fresh electricity manufacturers in recent years found fresh products ineffective, but grain and oil products sales are very impressive. This is the power of standardization and branding, but do a good job of products, but we have not developed habits.

A regional monopoly of the agricultural market can be based on the field of quality products, as an online supermarket to provide a set of standards to be detected by the third party, the choice of quality supplier supply, from the flagship store sold to consumers, vigorously promote the relevant brands and standards, in the outbreak of fresh electricity business window, as soon as possible to establish a set of detectable standards, Even sorting and packing standards. By then, the brand standard is the local public consumption of agricultural products standards, the market in line with the standard products directly into the local consumer kitchen, market brands are implanted in the hearts of consumers. A brand with solid content is a moat that cannot be easily reproduced.

2. More far-reaching changes in circulation mode

A localized farm market shop is difficult to self-a large number of products, most of the market from the excellent supplier selection. If the market set up a standard system enough to complete the certification process is scientific enough to further the base to promote the completion of packaging at the base, the realization of commercial separation. Of course, to reach such a degree has a long way to go, and the biggest obstacle is the lack of good faith culture, but the fate of the social integrity of the lack of culture is also a good marketing point of entry, to give innovators the opportunity.

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. Let consumption is not only a consumption, but a way of connecting people. Not only solve the problem of lack of integrity, you can also use this connection to do additional value-added, such as the promotion of base tourism, precision public goods, and further increase the platform's brand value and user adhesion.

3, standard open source, brand upgrade

As a platform for connecting producers and consumers, the market of agricultural batches has the property of independent third party and is the best player for setting and maintaining standards. A brand of agricultural products standards are recognized by the market, destined to be the whole industry for reference. Let's imagine that when the same product executes the same standard, any form of electric power is a cinch, and the standard-makers and brand owners have control over the industry.

The author believes that the internet will have a far-reaching impact on human organization, in the Internet wave, more agricultural products will be standardized, brand, and achieve "OTC transactions", when the wholesale business is no longer reliable, control standards is to control the entire industry.