What do agricultural products e-commerce mainly do?

Recently, the media reported that there are more than 30,000 agricultural e-commerce platforms in China, including 3,000 agricultural e-commerce platforms. However, the loss-making operation of agricultural products e-commerce is the status quo of the industry. Among them, the vegetable housekeeper has invested a total of 35 million yuan in four years of operation and is still operating at a loss; In just two and a half years, Wuhan Family Store has covered more than 200 communities in 1, with a total investment of more than 60 million yuan. Although the daily turnover is not small, it is basically supported by losses ... What is the reason? \x0d\ Because I have had in-depth exchanges with the top executives of various agricultural products e-commerce, from the perspective of the industry, there are probably the following important factors. I hope to inspire everyone! Welcome to clap bricks \x0d\ 1. Traditional B2C thinking \x0d\ This is a big misunderstanding. Many e-commerce platforms think that an online B2C platform will guide customers to buy online through traffic, which is actually wrong! Agricultural products e-commerce must not engage in traditional B2C thinking, which is definitely a dead end. Customers not only buy products, but also live a healthy life. Therefore, e-commerce of agricultural products needs consumers to show the story behind the product, planting base, picking experience, logistics experience, traceability, supply chain visualization and other dimensions, so the traditional B2C thinking is fatal. \x0d\ Second, the definition of target population deviates, and the marketing strategy takes a detour \x0d\ How to generate traffic for agricultural products e-commerce is a problem that everyone cares about. On the demand side, this market is still in the incubation period, and the target population is mostly urban female white-collar workers. There is a demand for healthy online shopping in life+and Gao Fushuai, where the time cost is too high. You must be defined as _ diaosi crowd to meet the demand of "two lean meats+two cabbages+three garlic sprouts". You are destined to be two words: exhausted and lifeless. \x0d\ Many e-commerce advertisements for agricultural products are overwhelming and pushed to men and old ladies, which is definitely a deviation! Therefore, how to achieve accurate marketing of target customers is a problem that big agricultural products e-commerce companies think about. \x0d\ The next explosion point of agricultural products and fresh e-commerce is married post-90s housewives, so agricultural products e-commerce must pay attention to this group of people. \x0d\ III。 Be able to \ electrify \ but not \ commercialize \x0d\ Basic integration+marketing+traffic+transaction+supply chain service+word-of-mouth marketing. This closed loop is indispensable for agricultural products. At present, many agricultural products e-commerce companies have major management misunderstandings. They think that the center is based on "marketing+traffic+transaction", and only attaches importance to "electricity" without ignoring "business"; In fact, the key to real profit lies in business. At the scene of 20 13 China Economic Person of the Year, Gree Dong Mingzhu said: "I tell you today that no matter how good the marketing is, if you deviate from your strengths-technology and quality, as well as integrity, your marketing is a bluff and you are a liar." In the same way, the back-end service of agricultural products e-commerce has not been done well, and the front-end marketing and traffic are gimmicks. Of course, it must be a loss in the end. \x0d\ IV。 Unbearable customer unit price and logistics cost \x0d\ customer unit price is the achilles heel of agricultural products e-commerce. Industry data: If the unit price of customers is lower than that of 200 yuan, it will be fatal, because logistics costs and losses will lose money. Judging from the current operation of agricultural products and fresh e-commerce, the logistics cost+loss of each 40 yuan is inevitable. Therefore, the customer unit price can't go up, the logistics cost can't come down, and the profit can only be an illusion. Even SF prefers to make high-end imported food and seasonal goods, and it will also be positioned from the customer's unit price in selecting categories. \x0d\ v. Lack of integrated procurement base integration \ x0d \ Neglecting base integration is the current problem faced by e-commerce of agricultural products. Many agricultural products e-commerce companies only cooperate with the base through targeted procurement, let alone create strategic synergy between supply and demand. As for whether to guide the planned planting of products in the base with market orientation, this country is only a vision. \x0d\ Look at the international brand Starbucks. They not only realized the integration of the base and the coordination of demand, but also traced Starbucks' supply chain back to the cultivation of coffee beans and a series of sediment, wind and soil management. \x0d\ The bosses of domestic agricultural products e-commerce companies all know the integration of purchasing bases. The commercial value of this is not only the guarantee of quality, but also an important way of branding, intensive procurement and demand coordination, and of course an important means to reduce costs, waste and profit. \x0d\ Give another example of Chongqing. There is a fresh e-commerce company in Chongqing. Their base integration method is particularly worth learning. They do B2B first, not B2C. Group procurement drives the integration of the base, and then leads to B2C service and O2O experience. In this way, we have absolute purchasing power, naturally reduce the cost, and quickly get through the supply and demand information with the base, thus achieving relatively efficient cooperation. Currently, the new shopping experience of O2O is being promoted. This kind of play is worth thinking about. \x0d\ VI。 Customer experience is a double-edged sword. An unpleasant shopping experience will lose a large number of customers. \x0d\ Never treat consumers as fools and ignore an unsatisfied order. This is the biggest mistake. The easiest thing to bring is word-of-mouth communication. If you are not satisfied, you will hurt a large group of your customers. I remember an agricultural product e-commerce boss told me: No matter what the reason, customers are not satisfied. If the value is not too high, you can send customers to customers, leaving word of mouth and customers moving. What's more, some goods can't be sold twice even if they are returned. \x0d\ In the future, e-commerce of agricultural products must cultivate loyal fans, which is the commercial value of the development of fan economy. If a person is tied to a family, it is more likely to be tied to a group of people. \x0d\ There is also a case of e-commerce of agricultural products. He has targeted the IT Internet circle. These people are typical online shoppers, belonging to small white-collar workers, and their spending power is not low, but they are more common. By infiltrating the IT Internet circle, they became e-commerce companies and quickly occupied customers in this field with good reputation. \x0d\ I chatted with President Li of Shunfeng Express in an interview with CCTV the other day. President Li said frankly that for agricultural products and fresh e-commerce, once a good shopping experience is established with customers, it will usher in sustained consumption power and affect the groups around him. \x0d\ VII。 Must face the problem of localization \x0d\ The trend of e-commerce is to go to the community, and the trend is online community+offline community. The business model changes rapidly, so localized O2O becomes an inevitable trend. It is reported that 60-70% of the consumption now occurs within 3 kilometers. Therefore, how to create a food circle online and an experience circle offline has become an important strategy for localization and integration. \x0d\\x0d\ classified query of periodical articles is all in the periodical database \x0d\\x0d\ If we don't start from localization, we will lose money. Because agricultural products are limited by factors such as commodity quality and logistics, whether it is a small and beautiful agricultural product e-commerce or a national market like SF Express and Alibaba. It is an inevitable trend to establish a localized service system, unless it is a high value-added commodity, which can be realized regardless of cost. Other popular agricultural products must be defined as localization. \x0d\ The localization trend of agricultural products e-commerce is to integrate with community service stations, convenience stores and other institutions. Traditional B2C e-commerce needs huge operational support and a lot of capital and manpower integration to penetrate the end of early communities, and ordinary agricultural products e-commerce can't play well. \x0d\ VIII。 Socialized and mature cold chain logistics is the pain in the hearts of agricultural products e-commerce. \x0d\ Playing e-commerce of agricultural products, the cold chain is an unavoidable problem. It is necessary not only to build warehouses, but also to have refrigerated+frozen mixed delivery vehicles, refrigerated turnover boxes and constant temperature equipment, otherwise even the best goods will become problematic goods when delivered to customers. The investment in cold chain is not something that ordinary agricultural products e-commerce enterprises can play well. Sustained investment in assets and long return on investment are all problems faced by e-commerce of agricultural products alone. Even if you have money and assets, the seasonality and instability of orders will greatly waste your operating costs. What's more, several people who play e-commerce understand cold chain logistics and can establish their own cold chain logistics team. Therefore, socialized cold chain logistics team, intensive and professional management have become urgently needed resources for the whole agricultural product e-commerce. \x0d\ At present, the domestic agricultural products e-commerce cold chain logistics play is as follows: \x0d\ 1. SF chose a completely self-built logistics system. At present, the normal temperature has spread all over the country, and maybe 20 14 will be low temperature. Within 24 hours this year, litchi in the south will be sent to Beijing, and mutton in Inner Mongolia in the north will be sent to Hainan. These classic cases are quickly realized through self-built cold chain logistics. \x0d\2。 Alibaba, to be exact, is a rookie cold chain logistics. At present, it is an integrated model. It integrates two excellent cold chain logistics enterprises, Zhongcui Logistics and Express Line. They successfully delivered 80,000 cherries from American farms to families in China and Alaska seafood to more than 40 cities across the country by integrating trunk lines and terminal home delivery. This "two-level distribution" explores the new trend of platform and network of toC cold chain logistics of agricultural products. \x0d\3。 JD.COM, start the terminal distribution service station mode. It is reported that in the future, JD.COM will try "ABC" (Agricultural Commercial Customer) mode, in which link B will cover all links such as purchasing, warehousing, distribution, marketing and after-sales. 12 14 The trial operation of the self-operated fresh food distribution station in JD.COM just catered to the shopping experience of the last mile at the end of O2O. But, JD COM's cold chain storage, trunk and branch distribution have yet to be integrated, so we can only wait and see. \x0d\ So, if you can't do the cold chain logistics of agricultural products e-commerce, you might as well close the door! \x0d\ IX。 Category positioning error \x0d\ Speaking of category positioning, we should think about why SF chose imported food in the first place and why Alibaba chose American cherries and Alaska seafood. The definition of these categories is not only related to the demand of people, but also closely related to the support ability of supply chain. Professionals who play supply chain know that whether it is traditional retail or e-commerce, the core of operation is category-driven supply chain. Scientific category selection is more than half of your success, so it is very important for agricultural products e-commerce to locate categories. Don't use too many categories to attract more buying demand. In a multi-category mixed supply chain system, especially agricultural products, you will lose your reputation and may even ruin your brand. \x0d\ Look at the oranges sold in life, peaches sold by Liu Chuanzhi, lychees sold by SF Express and Alaska seafood sold by Tmall. These can be seen that the definition of subdivided categories is of great value to the e-commerce of agricultural products. \x0d\ From the perspective of supply chain, as a category-driven supply chain, the scientific selection of categories on the e-commerce platform determines your profit potential. I once discussed with the supply chain directors of well-known domestic e-commerce, when the category increases by 10 times, the management complexity of the supply chain will increase by 100 times, or even higher. \x0d\ x. Control of payment proportion \ x0d \ This is the KPI index that e-commerce of agricultural products must focus on. The loss caused by a return is not only the loss of goods, but also the loss of important customer shopping experience and word of mouth. Therefore, controlling the rebate ratio of agricultural products e-commerce has become the focus of CEO's attention. Of course, as I said before, I would rather send it to customers and try to avoid the loss caused by returning it. \x0d\ According to my actual survey data, the return rate of e-commerce for many agricultural products has reached 10%, and the yield rate is 6%. The loss caused by this rate of return cannot be ignored. However, e-commerce of agricultural products has also made many innovations, such as the prepaid C2B model, which will greatly reduce the proportion of returns; The other is the online to offline in the era of Chuyi, which permeates the community and pays in advance through members. It is said that the return ratio can be controlled below 1%. \x0d\ Therefore, to control the return ratio of agricultural products e-commerce, we should not only think from the perspective of operation, but also change our business thinking from the perspective of business model. \x0d\ Summary \x0d\ Why are agricultural products e-commerce losing money? The analysis of the above 10 dimension may inspire everyone. In fact, this is not only a problem of operation and management, but also a problem of business model, which will also involve marketing strategy, resource integration ability and so on! \x0d\ To sum up, the losses of agricultural products e-commerce mainly come from the following aspects: \x0d\ 1. Waste of marketing; \x0d\2。 Procurement integration is not in place; \x0d\3。 Lack of integration and application of socialized cold chain logistics; \x0d\4。 Losses in the whole supply chain process; \x0d\5。 Category positioning error; \x0d\6。 Control of return ratio. \x0d\ To achieve real loss reduction, in the final analysis, we should add the customer experience and subtract the operating cost of the supply chain. \x0d\ Eating food For China's population base of 65.438+0.4 billion, Internet life is an inevitable trend, and agricultural products and fresh e-commerce must be a big market. Today, at the end of 2065.438+03, there is no industry benchmark for agricultural products e-commerce in China. There are many problems in the whole field, and the problem is the opportunity for development. Exploring China's traditional industries with Internet thinking must have potential commercial value.