Breaking the dilemma of the agricultural product market requires e-commerce and traditional wholesale hand in hand

[China Agricultural Machinery Industry News] Now, two kinds of voices are fascinating on the road of agricultural products e-commerce. One voice is: the prospect of traditional agricultural products wholesale market is not optimistic, e-commerce will make the market dilemma that has long plagued agriculture completely broken. Another voice is: agricultural products may not be suitable for e-commerce, how to produce fresh agricultural products?

Can agricultural products and traditional agricultural products wholesale markets not cooperate and win together?

Breaking the dilemma of the agricultural product market requires e-commerce and traditional wholesale hand in hand

Everyone has his strong and weak points

Those agricultural e-commerce companies that look down on the traditional agricultural product wholesale market seem to have a self-righteous arrogance. In fact, e-commerce marketing, terminal distribution system is further developed, and ultimately product quality is the key. Some agricultural products e-commerce companies have been reviewing the fresh e-commerce supply chain problems so far, mostly on the surface, what multi-layer temperature control, what smart moisturizing, what automatic picking, have not grasped the key to product quality. Once the source buyer is out of control because of the lack of professionalism, the entire subsequent cold chain system will become futile.

Recently, we are discussing the model of “selling good goods”. The most important point is the source procurement. It is a reliable product through super hard buyers. Not to mention the current long-distance remote trading model, it is basically difficult to adapt to the fresh agricultural products e-commerce, the cost is high, the preservation of the difficulty has not been fundamentally cracked. Today, e-commerce is not qualified to say that it can better solve the cost and preservation problems of long-distance transportation of agricultural products. Those professional agricultural product wholesale markets are still the main force and market leader of agricultural products circulation.

Similarly, there is a bias in those who despise the e-commerce of agricultural products. At present, there are already some agricultural products e-commerce companies that are profitable, at least in the dry goods agricultural products market, e-commerce has been in full swing, giving birth to the "three squirrels", "Western China and the United States" such as billion-level e-commerce. The trend of e-commerce is unstoppable, but the current model is not enough to be innovative and perfect, because most of the practices are simply applying the industrial e-commerce model, ignoring the difference between agricultural products and industrial products, thus embarking on a dangerous road. .

There is no model in this world, the ruler is short, and the inch is long. The traditional market system of agricultural products has its own disadvantages, such as too many links, too heavy models, and insufficient subdivisions. Compared with the traditional market of agricultural products, agricultural products e-commerce is more convenient, more subdivided, and saves time, but experience, trust, and price acceptance still face problems. To give a simple example, the stupid agricultural wholesalers know that all the goods on hand are released in the early morning or evening, because the agricultural products have fresh activity, the loss is more terrible than the price reduction, and the more storage means the loss is increased by one. Points, such as overnight or storage for a few days, are more costly to increase, handling, storage, sorting are costly. However, some fresh e-commerce companies have learned a lot in this aspect. The more developed the warehousing system, the higher the cost, and the customer unit price has not been raised.

As far as the current reality is concerned, the dry goods of agricultural products are not a problem for e-commerce, so that excessive competition has already occurred. The overall price level has been falling, and branding has to be put on the agenda. The e-commerce of fresh products is still immature, or there are still problems with the model. One of the important points is to restart the stove and the traditional agricultural products market. As a result, the cost of rebuilding the supply chain is high.

Make up for each other and work together

Agricultural products are not industrial products, agriculture is not industry, and farmers are not workers. If we do not face these realities, we will only adopt technical means in the retail sector of the terminal, and we will not be able to solve the problem at all, and the cost will increase sharply, and the light assets of e-commerce will suddenly become Heavy assets have become a difficult reality. The root of the problem lies in the fact that the current agricultural product system is not suitable for e-commerce, and the lack of standardization, incomplete product traceability system, scattered production and low quality are all problems that are not solved in the short term. Therefore, the problem of agricultural products e-commerce is not in the e-commerce itself, but in agriculture, if you want to do agricultural products e-commerce, you must first agricultural Internet!

So, what should farmers and traditional farmers do? In a word, give up arrogance and prejudice, and both sides can work together to marry tomorrow.

First of all, it must be seen that both the traditional agricultural product wholesale market and the emerging agricultural products e-commerce have their own shortcomings that cannot be overcome. At present, the trend of e-commerce at home and abroad shows that the penetration of online to offline is accelerating, and on the other hand, the offline is also infiltrating online. These two trends are bound to conflict or integration, and the latter direction is coordinated. .

Secondly, some of the changes that are taking place indicate that there is no insurmountable wall between the traditional agricultural product wholesale market and the agricultural product e-commerce. As long as there is the courage to tear down the wall, it is possible to join hands to marry tomorrow. For example, Beijing’s Xinfadi wholesale market began to get an electric shock. For example, the agricultural industry network promoted the agricultural products e-commerce on the basis of the transformation of the traditional agricultural product wholesale market, and if the e-commerce logistics was dismantled into the traditional agricultural product wholesale market Backbone logistics in the urban express delivery community crowdsourcing logistics, has a positive significance for all parties. However, these still face a severe test. The source of the agricultural product production system, whether for the agricultural product wholesale market or the agricultural product e-commerce, needs to further advance into the agricultural field.

(Original title: The problem of agricultural e-commerce is not in e-commerce, but in agriculture)