China Investment and Finance News China is a big country in agriculture, and agriculture is the basic industry of the national economy. Agricultural products are the most important material foundation for human survival and development, and they are related to the national economy and people's livelihood. They are the backbone of the country’s operations. In the “Internet + Everything†context, “Internet + Agriculture†is undoubtedly a huge “cake†for the Internet or traditional corporate giants. At this stage, big data and large circulation have become an inevitable trend in the development of agricultural product marketing, and it is also the direction that agricultural marketing must adhere to in the future. In the past two years, the state frequently introduced the "Internet + Agriculture" favorable policy, which played an important role in promoting the development of rural e-commerce or agricultural Internet. Recently, we had the privilege of interviewing Mr. Zhou Qing, the initiator of the e-commerce platform project of “Industrial Integration†in Longquan City, Lishui, Zhejiang, and listening to him talk about how he used the Internet to make fresh agricultural and non-staple foods.
Mr. Zhou Qing, the initiator of the project, followed his father's business, familiarized himself with the market, had rich experience in agricultural product sales and agricultural product trade, and accumulated a lot of effective contacts in the local area. In the future, the company will establish computer, Internet, O2O, B2C and other e-commerce marketing. The elite team in the field of operations, Lishui agricultural and sideline product information services and O2O platform.
"Internet +" and agricultural products, the collision between modern and traditional
The integration of agricultural products and "Internet Plus" is a collision of traditional industries and new thinking. A tradition, a modern, a down-to-earth person, and a snow-capped landscape are unmatched in the past. But with the penetration of Internet technology into agriculture in the past two years, the Internet and agricultural products have gradually become closely integrated. From the in-depth transformation of agriculture, to Subverting the traditional marketing model of agriculture, and then the Internet companies enter the field of agricultural production across the border, a vigorous Internet agriculture feast is being staged.
Mr. Zhou Qing introduced to reporters in the investment and finance industry: “In response to the national and autonomous region’s “Internet +†strategy, Lishui built an e-commerce platform for fresh agricultural and sideline foods O2O+B2C, which provides distribution services through the platform until the platform accumulates. After the farmers, consumers, wholesalers and other agricultural product consumption subjects, the platform can realize the rational allocation and optimization of the resources of the agricultural products industry through the integration of various resources and realize the new situation of 'agricultural products + Internet'.
For the traditional agricultural and non-staple food marketing and "Internet +" agricultural product model, there must be some obvious differences between the two, Mr. Zhou Qing replied: "Traditional agricultural and non-staple food marketing compared to the Internet + model, will certainly There are some problems, such as weak awareness of farmer's marketing concept of agricultural products, low degree of marketing organization, and lack of scientific and normative marketing; insufficient deep processing of agricultural products, backward production of large-scale production of agricultural products, poor quality and safety system, large differences in product quality, and excessive circulation The circulation radius is too small and the sales channels are single; in most regions, the coverage of agricultural products is large, and the product publicity information is not in place. In comparison, the 'Internet +' advantage is obvious.
"For the 'Internet +' agricultural products, O2O is definitely the trend of the future, and the key value of O2O is to mediate. Through micro-channel public number, APP and other modules to serve small meals and foods procurement management, allowing consumers to directly dock with producers. , to shorten the middle circulation, thereby saving manpower and reduce costs, this logic is very clear for fresh agricultural and non-staple food transactions.†Mr. Zhou Qing stressed. It can be seen that, through localized distribution services, integrating and opening up local wholesale markets to catering, the O2O platform has solved the problems of the efficiency and price of traditional small and medium catering purchases.
Establish cold chain logistics distribution system to reduce cost output
In spite of the huge market capacity of fresh produce, the short supply chain of cold chain logistics still restricts the development of fresh e-commerce. Mr. Zhou Qing said: “The loss rate of fresh electricity suppliers is between 5% and 8%, and the logistics cost is 20%. Therefore, the solution we focus on is to control the loss rate and reduce the logistics cost. Currently, the local area of ​​Lishui City There is a farmer's market that has been abandoned because of poor management. We can apply to the government to use this site as our cold chain logistics center, which can save site costs."
Regarding the aforementioned solution, Mr. Zhou Qing gave a more detailed explanation:
Control loss rate
From the aspect of agricultural product procurement, it is necessary to strictly screen agricultural products from the source, strengthen the quality control of agricultural products, and ensure the freshness and effectiveness of agricultural products.
From the warehousing and transportation level, on the one hand, the overall warehousing capacity is improved and various types of fresh agricultural products are effectively preserved; on the other hand, the technology of fresh distribution, especially the cold chain distribution technology, must also be improved to reduce the occurrence of agricultural products in the transport sector. The loss.
Reduce logistics costs
The reduction of logistics costs must also rely on the development of cold chain distribution technology; more importantly, after the capital injection, we must speed up the development of our own business, establish a strong supply chain system, and create economies of scale to accelerate the circulation of agricultural products. The rapid circulation of agricultural products further reduces losses and equalizes the cost of transportation of each single agricultural product.
Mr. Zhou Qing plans to establish a logistics storage center for agricultural products in the urban area of ​​Lishui by reforming the farmer's market. He will operate a variety of products such as agricultural and sideline foods, vegetables, fruits, meat and aquatic products, and establish a warehousing and logistics distribution center for the people of Lishui. City distribution service aims to provide more families with a selection of quality ingredients. At the same time, it provides a product display platform and information release platform for farmers and wholesalers. After the consumers place orders, they can provide distribution services through the platform. After the platforms have accumulated the main body of agricultural products consumption such as farmers, consumers and wholesalers, the platform can be integrated. Resources of all parties to achieve a rational allocation and optimization of resources for the agricultural industry, and realize the new situation of "agricultural products + Internet".
The market has broad prospects and the integration of agriculture and tourism is a new direction for the future
In the past year or two, fresh e-commerce has become very popular. It is known as the next e-commerce market of China's e-commerce industry. Under the background that the market is growing so rapidly, major e-commerce companies and traditional giants are also making frequent moves. In the face of such fierce competition, Mr. Zhou Qing is still very confident. He said: “Although there are titans, Jingdong and other e-commerce giants occupying the fresh category market, our target audience is very clear, that is, the local market in Lishui. According to the market According to research, Lishui has no similar competitors, and warehousing, cold-chain logistics, and normal consumption have kept the cost of fresh e-commerce companies high, which has become the main reason for restricting the further development of fresh e-commerce. As such, vertical fresh electricity The business platform is easier to realize profitability than the e-commerce platform of the whole industry chain. Therefore, our market demand is huge and the prospect is very broad."
It is understood that in recent years, not only fresh electronic commercial hot, leisure agriculture and rural tourism has also become a new trend in the development of agriculture and tourism, many urban people choose to go to the countryside in the leisure time, sightseeing, relaxation and physical and mental.
Facing the new trend of market development, Mr. Zhou Qing said that the company's future plans will strengthen communication and coordination with various departments, work together to create a "tourism +" development atmosphere, use Internet thinking, and optimize Lishui Longquan local tourism services. In the later stage of the project, the local tourism resources in Lishui, Longquan will be integrated through the platform, and the tourism service business will be developed to contribute to the “integration of agriculture and tourism†in Lishui City. In addition, social forces continue to actively participate in the development of the cultural tourism industry, so that the tourism environment continues to be optimized, and the service function continues to improve.
A reporter from the investment and finance sector asked about the profitability of this project. Mr. Zhou Qing concluded: “The profit of agricultural and non-staple food, the commission of merchants settled in, the realisation of big data information, and the fees for travel services are our main profit points.†Subsequently, Mr. Zhou Qing Said: "In order to seize the market opportunity and occupy the Lishui market as soon as possible, the project needs capital investment and establishes a brand to achieve rapid development. This time, relying on the professional platform of investment and finance, it plans to raise 4 million yuan. The funds are mainly used for websites and APPs. Construction, store construction, market promotion, channel development, and the improvement of cold chain system for warehousing logistics."
At the end of the interview, Mr. Zhou Qing told reporters: “The project construction has not only filled the blank of the local e-commerce brand in Lishui, but also contributed to the society. It also solved the problem of difficult sales of Lishui’s agricultural products and increased farmers’ income. It can bring about the economic development of Lishui, increase the vitality of the local economy, and solve the employment problem of idle people in the society.†(Wen/Ni Xiuxiao)
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