What are the pain points and opportunities in the O2O model of agricultural products

Talk about the agricultural product O2O before, talk about Wang Zengqi first.

Wang Zengqi wrote a short story, called "Connoisseur", the protagonist called Yesan, ye Three is a fruit merchant, he is how to do business? Wang Zengqi said:

"Ye san is a fruit seller." He gave fruit to the door of the mansion. It is certain that any fruit is to be sent in any season. His fruit is not to be picked, and all is good. His fruit is all original. Townships eight town, which garden, what family, there is a well-known good fruit trees, he knows, and the park has been a staple for many years of dealings, as ripe as in-laws.

In fact, this passage of the current agricultural products, the mode of the electric business is clearly stated, service high-end customers (dedicated to the door of the big house to send fruit), product quality to win (not to pick the fruit, all are good), the core competitiveness lies in the upstream resources control (and the garden Master as familiar as in-laws). There is nothing new in the sun, and the pattern we are now prevailing is a commercial norm 100 years ago.

And for the future, O2O must be the future of farm-produce electricity, which is a certainty, because there are too many pain points in the current farm trade, and the O2O model is just the tyranny of these pain points. What we need to be concerned about is where the pain points are and what opportunities to look for in this trend.

Cost pain point caused by too long circulation link

The pain point of the trade of agricultural products is very obvious, is in the farming farmer here, the agricultural product actually cannot sell the high price, but when the consumer hands, also basically cannot be cheap. This is the biggest pain point in the agricultural industry at present.

The difference is that the intermediate links to the swallowed up. The difference is mainly caused by the increase in the various links. For agricultural products, the intermediate link is too much, too long. Take a beans as an example, it first from vegetable farmers to sell to Zoucunchuanhu's small traffickers, then the small dealer to sell to the first level of the big dealer, the big dealer pulls beans to the wholesale market, then sells the retailer, finally only then from the retailer this to the consumer hand. Basically from the Tricycle to the minivan, then to the big truck, and then to the tricycle such a process.

So many links, each link of the practitioners are to make money ah, layers of fare increase down, real tofu moved into the price of meat. And there are all kinds of normal costs in circulation, such as the weight loss caused by water evaporation, the wastage during handling, and the risk of deterioration. These factors are combined, how can agricultural products not be expensive?

And these are all because the intermediate link is too long to cause, so from this angle, the intermediate link basically is the agricultural product market all problems root.

"Looking" pursues further increase in costs

For a long time, agricultural products distributors in order to their competitiveness, the agricultural products will put forward a variety of standards, some of these requirements are neither scientific nor reasonable, the most representative is the so-called "looking."

Take Ye Na As an example, the buyer asked vegetable growers, the dishes must be neat, uniform length. These requirements have nothing to do with the quality of the vegetables themselves, just to heap in the market when it is better to sell, more stimulating consumers to buy the desire, this is the so-called "look." But this is the point of "the", the increase in costs is not 1:30. Because the request is stacked neatly, so can only be harvested manually, but also the hands and feet of the talent to do.

Originally can be mechanical operation of things, turn into fine life, leaf vegetable itself is not very small, a work day also received a Bay, according to the current labor to calculate, at least 1 yuan per catty to collect the cost of recovery. In fact, a large part of the price of agricultural products from leafy vegetables comes from the cost of harvesting, and if the cost is removed, many varieties of vegetables will fall by more than half.

The harvesting of the vegetable heart needs to be neatly stacked and stubble flat, which adds a lot of labor cost

But this kind of "sells" to the consumer, is meaningless, because the heap is again neat dish, wash, when cut, fry, always want to chop to mess.

Not only is this the case with other agricultural products, but it also leads to costs other than the price of food safety. For example, Apple buyers do not want to have the fruit of insect bite marks, growers must often spray pesticides to remove insects, such as cucumbers, buyers favored the top flower with thorns, slender straight fruit type, vegetable growers on the more spray hormones to promote its long straight.

This is actually the most absurd phenomenon in the agricultural market, and consumers pay a lot of price for what they don't need at all.

3 Entrepreneurial opportunities in agricultural O2O

The key value of O2O is to mediate, so for agricultural products, O2O is certainly the future trend. This logic is very clear for agricultural transactions, allowing consumers to directly connect with producers, shorten the intermediate circulation and thus reduce costs.

It is estimated that in the next 1-2 years, the previous purchase of hand-type, preferred type of electrical business play will gradually decline, because they have their own can not solve the obstacles, agricultural products will usher in O2O Wave. And there are a lot of entrepreneurial opportunities in at least 3.

1. Cold Chain logistics. This is actually a cliché topic, as long as the agricultural products, there is no reliance on cold chain logistics. But in the context of O2O, cold chain logistics may exist more opportunities, because previously only the road of fresh electricity business platform, such as enterprise-class users, and O2O mode is likely to be a village of some rural farmers, the need to serve more objects, market capacity naturally increases, Similar to the current personal express business of cold chain logistics services or will have greater opportunities.

2. Targeted app development. In fact, so far, there is little on the market based on the O2O model of farm products, the model of the majority of farm products, or: What I have here, you see there is no you want. And O2O should be: What I want, you who can provide me this product. It is consumer, customer demand-oriented. For example, I want to eat sausage, O2O play should be I put forward what I want meat, what taste, how much air drying, I can accept how many price. Then there are farmers who see my needs and are satisfied with the deal, similar to private customization. But the app that specializes in the development of agricultural O2O is still too few, so it is a market worthy of exerting force.

3. Production of agricultural products in a custom-made format. In the past, the biggest problem in the production of agricultural products is that the market is difficult to predict, the phenomenon of rotten city often occurs. But the traditional order agriculture, can solve is the scale of the problem, or to the mass demand, fragmented and small minority needs simply can not meet. And with the advent of the O2O model, there is a large platform can be easily collected from various consumer needs, the producers have the conditions for targeted production, so as to achieve a similar effect of the long tail effects. Producers with professional standards should be able to make a difference in this market.

Finally, excerpt a piece of ready-made text, to say that my heart's agricultural products O2O what it looks like. "A dream of Red mansions" 53 back, write the Black Mountain village Uzhuangtou Send the harvest, have sent something? Cao Xueqin wrote:

"Great deer 30, Zhangzidao 50, Deer 50, Siem Reap 20, 20 pig, Dragon Pig 20, wild boar 20, home wax pig 20, wild sheep 20, Qingyang 20, home soup sheep 20, Tradition sheep 20, sturgeon huso fish Two, all kinds of miscellaneous fish 200 Jin, live chickens, ducks, geese 200, wind chickens, ducks, geese 200 , pheasant, rabbit 200 pairs, bear's paw 20 pairs, 20 kg of deer, sea cucumber 50 kg, 50 deer tongue, ox tongue 50, Razor clam dry 20 kg, hazel, pine, peach, apricot rang each two pockets, shrimp 50 pairs, shrimp 200 kg, silver cream carbon Choice 1000 kg, medium 2000 kg, charcoal 30,000 kg, royal Field Rouge Mi, bi waxy 50 hu, White waxy 50 hu, Powder japonica 50 hu, variegated Beam Valley each 50 hu, under the Changmi 1000 stone, a variety of dried vegetables. ”

My ideal farm produce O2O, is every consumer can have a black Mountain village, have a Wu Zhuang tou. In the final analysis, there is nothing new in the sun.

Author: Bai Lei | Source: Idonews Column