There are many High-tech enterprises and agriculture in the Internet industry are inextricably linked

The internet industry has many high-tech enterprises and agriculture are inextricably linked.

Which is the first concept of "food enterprise" listed in China? "Tudou", the creation of the "internet thinking" of the innovative "food Enterprise" is which home? "Millet"; of course, there is a world-class cattle coax High-tech "food enterprise" called "Apple", you entrepreneurs must find a loud agricultural products for endorsement, such as red sorghum, Erguotou and so on.

Of course it's a joke.

Today, the theme is "How the Internet to transform traditional agriculture", I started from the three words, followed by: Internet, transformation, tradition.

The first word: Internet

Recently, we worship "internet thinking", so many "tall" each express feelings, OK, I also gather a lively class A door to get an axe.

The audience should be able to imagine from the mind of the "ape-men drill wood to take fire," the picture, I tell you a secret: The Internet was the old man held in hand.

The apes learned to use advanced tools, learned to drill wood to get fire, so you can eat roast suckling pig, can hold a group of heating, can be used to beat the dog, so became the highest level of the animal kingdom, became human, human created the era ...

The "Internet" is similar to the "stick" where the wood is drilled.

The middle school history textbook emphasizes our "production tools determine the level of productivity" what kind of tools can create the era, this "stick" represents the most advanced production tools at that time, as the internet for the current traditional agriculture, thousands of years of traditional agriculture has never encountered such an advanced "productive factors", It injected an infinite amount of energy into the fission renaissance of traditional agriculture.

I understand that the so-called "internet thinking" is just "survival thinking", it can not only let you eat roast suckling pig, but also can let pigs fly.

The second word: transformation

A friend suggested that "change" is better, I said not thorough enough, "transformation" has "change and create" meaning, I think the internet can deconstruct, reorganize the traditional agricultural relations of production, so as to create more market opportunities.

One of the hottest words in the Internet industry this year is the "farm-produce electricity quotient", which is hot because we see the future. Our GDP last year was 52 trillion, as the first industry, "Agriculture, forestry and animal husbandry and fishery" output value is 11 trillion (including agricultural production and physical circulation, etc.), but the net purchase of agricultural products penetration rate is only about 2%, compared to clothing, 3C digital, cosmetics, etc. are nearly 20, you audience can unfold your imagination.

Here the "transformation" is based on the traditional relationship between production and consumption, the Internet can create more value, so that traditional agriculture more sexy and full.

Buy fresh food at home, not only to provide you with convenience, more importantly, let you and producers of the relationship between the closer, production information more transparent, you eat more at ease. The scale agriculture has laid the basic condition for the modern IT technology application, may enhance our management level and the work efficiency, the Internet especially the electronic commerce has created the more marketing and the sale opportunity for each kind of operator, these are the Internet existence value.

The third word: traditional

I found 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, finally have a sister (Gree Group Chairman Mingzhu) can't help, stand out 1 billion for "traditional" name, the effect is "the marketing of cattle fork, no traditional industry precipitation, no technology and services on the support, others are floating clouds ...".

I still quite agree with this sister's point of view, tradition is still our root, the so-called "with hair".

So what is the status quo of traditional agriculture?

China's north and south longitudinal 5500 kilometers across the 50 dimensions, you have seen the agricultural products, I big China can produce, just a lot of time to produce out so rotten in the ground, so Weibo often appear a word called "unsalable", and "unsalable" in stark contrast to the city people spend a high price of money but can not buy good things.

The state of the United States is that 2% (6 million) of farmers feed the country's 300 million people, others are more cattle are produced food still eat, there are surplus can export to make money, and we 1.4 billion people, behind 900 million farmers hard work, although the majority of the 900 million have become migrant workers, but they still carry the farmer this hat. China's large number of food to rely on the United States, such as 80% of soybeans need to import from the old us, but also genetically modified, you love to eat or not to eat.

We and the old United States of ROI (input-output ratio) is really unsightly, poor old 100 years without exaggeration.

The traditional agricultural production level is very elementary, the Informationization degree and the production efficiency is very low, the production method is very extensive, has decided the traditional agriculture to have many cannot understand the predicament.

A strange elephant in traditional agriculture and three difficulties

There is a strange phenomenon: the more remote places, the better the environment, product quality is more secure, but it is cheaper, farmers are poorer, and, the more in the big cities, the environment is worse, the more expensive products, but it is not very good quality assurance.

Popular Summary of agricultural products in circulation there are three difficulties:

One, you don't know;

Second, you know, but not to eat;

Its three, you know, can eat, but dare not eat;

From these three points, the following three aspects of the Internet in the field of transformation of traditional agricultural value:

First, create new ways of circulation

The emphasis here is "mode of circulation", which stems from my view that agricultural products can be integrated with the Internet in two main ways:

First, the electronic business circulation of agricultural products

Today, the majority of agricultural products through the network are small-scale operators, most also open a C Taobao shop. Open Taobao C store sellers are mostly through the circle of acquaintances to promote products, the scene is generally as follows:

"Listen to my friend say your product is good, recommend me to buy some taste ..."

"Friend really give strength, thank Pro support, please pay off Taobao oh ..."

"Pay well, please hurry delivery ah ..."

"Don't worry, kiss!" In addition, after receiving the goods don't forget to give a good opinion, kiss ...

Another operator even C shop did not, through micro-letter and micro-Bo to sell, through micro-letter and micro-Bo letters for pre-sales communication, after the direct bank transfer payment, after payment with express delivery, transaction completed.

There is not much relationship between such operators and "electronic commerce", they are individuals or pop, no professional operations team, no marketing axes, they use the Internet and consumers to create relationships, and then the reality of marketing and trading links from offline to online, is the offline business part of the electronic, Mainly by traditional means.

But does not affect their success, in micro-blog one months to sell 10,000 eggs, in the micro-letter one months to sell 50,000 wine, combined with micro-bo and micro-letter sold hundreds of thousands of pieces of apple, I have such a case everywhere, for their biggest input cost is "time".

This is what I understand the "electronic business circulation of agricultural products."

Second: E-commerce circulation of agricultural products

That is what we call "agricultural products E-commerce", mainly refers to the major platform of electricity, enterprise, professional TP, etc., such enterprises usually hold high, in order to run sales and grab the market as the main purpose.

Their common characteristics are the department complete, Division of labor details, have a professional operation team, professional procurement Department, professional marketing departments, and so on, the company usually has a strong behind the father Republicans, such as Shun Fung optimization, Cofco I buy nets, tuo tuo workers and so on.

Recently, micro-letter also launched the micro-mall services, the Internet itself is constantly changing, e-commerce, social media and other new farmers to create more sales opportunities for the circulation of agricultural products to create more space for imagination.

Second, create a new marketing portal

This year there are three of fruits are praised: Chu Orange, Liu Dao, Pango.

Where do the audience know these three fruits? There is no doubt that online (microblogging mainly).

I would call the above phenomenon "fruit phenomenon", here first from two aspects of domestic agricultural products to consider the current situation:

Firstly, the lack of brand-name products

Ladies and gentlemen, can you immediately reflect five domestic brands of agricultural products? 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 you ever seen the rice in CCTV to advertise? Which brand of bananas in the CCTV hit ads? No, the reason 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.

Which day the market on the rice sold 20 yuan a catty, estimated you want to criticisms, banana 10 dollars a root, apple 10 dollars A, you eat it? There is a natural price limit for agricultural products, and there is not enough premium capacity, which determines their profitability is not strong enough.

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:

First, low marketing costs

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.

Secondly, the story of agricultural products is 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

"Fruit phenomenon" to give us the Enlightenment is: agricultural marketing does not necessarily invest a lot of capital, can skillfully borrow social media resources, from the marketing approach, so as to achieve a multiplier effect.

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 for the past couple of years, this is an extension of the "traceability system" in the food field, in order to solve food safety and food credibility problems, our consumers have been "food poisoning" scare, so we need to reshape consumer confidence in producers, traceability system is to achieve information transparency important means, is also the important way of brand building.

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.