Tongyu County is located in western Jilin Province, Horqin Prairie East Trachimbrod, just 45 degrees north latitude

Tongyu County is located in the western part of Jilin Province, Horqin Prairie East Trachimbrod, just 45 degrees north latitude, in the world's only three black land, "the Northeast dark Soil area", belong to the world recognized miscellaneous grains beans gold-producing areas.

Is in such a remote county area, it is difficult to imagine the County party committee secretary Sun Hongjun and Magistrate Yangxiaofeng wrote a letter to the national consumer, the letter name is called "to Taobao people an open letter", and hang on Taobao home, the content of the letter is long, I picked three main content to do the explanation.

First, Tongyu County will use E-commerce to fully implement the "Origin direct" program, through the network will be native to the Tongyu of high-quality coarse grains miscellaneous beans, delivered to the national consumer's table.

Second, the formation of "Tongyu Agricultural products E-commerce Development Center", and commissioned "3,000 wo" cat flagship store as a designated shop, the implementation of the "unified brand, unified packaging, unified standards, unified quality" of standardized sales operations.

Third, the Tongyu County government plans in the next year, joint "3,000 wo" in accordance with the pre-sale model planning and construction of 2 million mu of direct sales base, to let Tongyu become the national consumers of black land.

Three models of rural e-commerce

Alibaba Research Center predicts that this year on Taobao's farm products trading market will reach 50 billion, the number of online shops operating agricultural products is expected to break 1 million, and expected turnover next year will break the billions. If it was the year before the fresh electricity business (independent enterprise), this is the first year of rural E-commerce, the difference is that the former emphasis on enterprise independent market operation, relying on capital promotion, the latter focus on the county government's leadership and support, relying on the government's credibility, But still relies on the third party electronic commerce main body to operate independently.

A short span of 1 years of development, today has formed three kinds of rural E-commerce model prototype:

The first is the Suichang mode, take the platform of the road.

Understandable, Taobao in the promotion of rural "electronic dream" played an important role, especially the key items "characteristics of China" has irreplaceable role.

Suichang is located in Zhejiang Lishui, Suichang Museum is the first county-level agricultural museum, the beginning of this year on the line, its core in a unique Mettron distribution platform, with the strong support of the Government and its own system of huge cohesion, "the net" assembled local Chiu Yujia small sellers and seek common development. They for Chiu Yujia loose and non-standard small vendors to provide professional training services, the upstream supply of unified integration and the development of procurement standards, from "network" professional team to conduct a unified operation and management, under the line is unified packaging, unified distribution, unified after-sale and other standardized operation implementation, Suichang mode is more like a regionalization of shoppingmall, they are a service provider, selling is "standardized."

The second is Cheng County mode, take the road of resource integration.

Cheng County is located in Longnan, Gansu province, the development of E-commerce and County party committee secretary Li is inextricably linked to the promotion of the Secretary for the Internet frequently sold his hometown of fresh walnuts, and was respected as "walnut secretary."

In the Government's support and promotion, county also set up an E-commerce association, the main product has walnuts, soil honey and other local specialties, relying on the Taobao store for sale. It is worth mentioning that they have tasted the sweetness of selling products on Weibo and micro-letters, and recruited a number of young salespeople to carry out specialized micro-marketing training for them, and so far their 80% of sales come from these free social media, and "shop" is more valuable to them in trading, This is not a wise choice in the early days of entrepreneurship.

"Into the net" staff wading around looking for high-quality agricultural products sourcing, find a consolidated one, immediately launched the sale, although limited by the size, but small and flexible. Although also registered "Spring Old tree Walnut" brand, but has not been in-depth development.

The third is Tongyu mode, take the road of branding.

Tongyu County and above two counties the biggest difference is, to get to the point of branding operation, for the local produce a good name called "3,000 Wo", and directly stationed in the cat flagship store. And the other two counties are the same, have set up a county-level E-commerce Association, and has a professional third party operators.

If the "net" is understood as a platform, "network" is a company, "3,000 wo" presented to you is a commodity brand, but its more important charm in the whole industry chain on the standardization of operation, unified procurement, unified packaging, unified operation, unified distribution, unified after-sale and many other standardized attempts.

Tongyu has a unique geographical location, will greatly increase the value of the brand, the main selling from the world's three black grains miscellaneous beans, sunflower, with National Geographic identification of the grassland red beef.

There is a need for special reminders, do not simply imitate the brand of this road, agricultural products to carry out the brand needs a certain basic conditions, the most basic condition is the need for arable land has a certain scale and intensification, no intensive no efficiency, no scale no production, Tongyu County is located in the great Northeast, Whether it is scale or intensity compared to Jiangsu has a natural advantage, professional branding operation will be doubled.

There is also a need for special consideration, the brand of agricultural products to go after the multi-channel strategy, E-commerce is one of the important battlefield, the brand of strategic value can be driven industry groups, upstream production can be more intensive, planning and modernization, downstream can drive semi-finished products, deep-processing industries and ancillary industry development, The final benefit of industrial development is the ordinary people, this is the Tongyu County government's most discerning place.

The above three models, does not represent its invariable, after all, the industry has just begun, innovation and change has been affecting the development of the industry.

"Three must" of rural e-commerce

E-commerce in rural areas and in the capital market have different genes, I shallow summary in rural development e-commerce needs to have the following three "must":

First, the development of rural power providers must rely on the public credibility of the government at the county level

Above three counties, if there is no strong local government organization and support, will not egg out of the so-called three models, this support is not only "hawking", more importantly for the quality of agricultural products to do a primary credit endorsement, for Third-party Enterprises to provide corporate registration, tax, funds and other practical support.

Most of our arable land is small and dispersed, for the integration of resources in particular need to draw on the power of the government, and "three rural" related to the vital interests of the People, county committee secretary to stand up to promote the home of agricultural products are also pro-people reasonable.

Second, agricultural products to sell higher and further, must achieve professional branding

We need to understand a core, the development of e-commerce in rural areas is to help farmers increase income, the key is: first, to reduce the unsalable agricultural products, to obtain more sales; second, let the agricultural products sell higher prices, get a single premium. The brand operation of agricultural products creates a prerequisite for achieving a premium income for agricultural products.

Lenovo Group Strategic Investment high-end fruit brand "good" is precisely the right choice, Liu said, "Lenovo does not worry about farming to make money", because building a brand is a long-term strategy, greater value in the future market, but now need to go first step.

Third, the agricultural product quality manifests, must use the regional characteristic to seek the travel alienation

The bad currency of the agricultural market has a serious problem of expelling good currency. We have heard that more than most of the "regional brand", rather than product brands, the biggest problem of regional brands is good people bad people can use, like today you are difficult to identify who is authentic Yangchenghu hairy crabs, consumers have lost the correct judgment on the market, the industry is a devastating blow.

Each region has its uniqueness, latitude, temperature, humidity, light time, soil structure, etc., will grow different with distinct regional characteristics of agricultural products, we need to tap the characteristics of the products on the basis of the unique selling point, professional _ brand packaging, Tongyu County will rely on a unique geographical location, to create a "3,000 wo" , this is a way to break through.

The trend of e-commerce of agricultural products

Finally, talk about a trend, that is, "origin of direct sales", as Tongyu to build "electricity business black land" next year. This approach is the "C2B" model that we are talking about, the agricultural products are different from the industrialized product, have the natural growth cycle, this characteristic has reserved the huge imagination space for the C2B.

If you have a great deal of trust and affection for the coarse grains of this black land, you can make a reservation for the whole year, and the Black land will be yours in the future. With the continuous improvement of logistics facilities, the continuous development of cold chain logistics, this kind of imagination will gradually become a reality.