China's 4G network is full of live broadcasts and a lot of self-media, which makes the competition of e-commerce too fierce. At present, the prices of agricultural products in China are generally low, and the profit margin is very small. Because the competitive price of e-commerce is too transparent, the price of agricultural products is inadvertently placed in front of the public, and most buyers place orders according to the price, which puts e-commerce in a dilemma. If the price is high, there will be no sales, and if the price is low, there will be no profit, which will become the final knot of e-commerce competition. The more you earn, the tighter you lose.
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On this issue, combined with many years of professional experience and my 10 experience in new media research, my reply is:
The well-known platforms of rural e-commerce are basically losing money. Where is the road of agricultural products in the media era?
First of all, we must analyze the root causes of rural e-commerce losses. Where is it?
According to my analysis, it is mainly divided into the following aspects:
First, the loss rate is high. In the process of logistics, the high loss rate of agricultural products such as fresh fruits greatly increases the pressure. According to statistics, the loss rate of general fresh products can reach 10% to 30%, that is to say, if it is improperly preserved, it will be transported to 100 tons, and only 70 tons will be sold when it is found.
Second, the product standardization degree is low. For example, when we buy pork on the e-commerce platform and send it home by courier, there is often a situation in which fat meat and lean meat are not uniform. This requires careful pricing according to location and appearance, ensuring standardization and helping to solve everyone's cooking needs on the table.
Third, the accuracy of delivery time is required. Fresh and other agricultural products require very high precision of delivery time, such as beef and pork. After that time, you will go bad easily. In the process of logistics and transportation, it often happens that the owner is not at home. If it is delivered the next day, it will lead to problems with fresh food. This is what I deeply realized from my personal purchase experience. Generally, meat packed in ice packs can be received in time. But if something goes wrong and the goods are received the next day, I am worried that something will go wrong.
Fourth, the logistics cost is high. According to professionals, the average logistics cost accounts for 15% to 20%, while others are as high as 30% to 40%. He gave the author an example of Yangmei in Yuyao. A catty of top-grade bayberry in 30 yuan, packed in 2 catties, packed in foam plastic and ice packs. Plus SF Express delivered it the next day. Packaging and logistics costs will be in 45 yuan, Taobao retail price 128 yuan, earning 23 yuan.
Fifth, a relatively stable customer base has not been formed. The mode of e-commerce platform is still the traditional B2C mode. Not every seller faces a stable user group, and customers have a wide range of channels to obtain sales information. Therefore, how to lock in a stable customer base requires careful management.
To sum up, it is my analysis of the existing problems of rural e-commerce.
So, where is the road to agricultural products from the media era?
First, IP positioning should be clear. There are a large number of self-media accounts in the field of agriculture, rural areas and farmers on the headlines, and well-made numbers generally have clear positioning. For example, Qiao Fu Jiumei, Xiao Qiao in the countryside, Xiao Liu Vision, etc. These figures deserve attention.
Second, agricultural products should be standardized. This is something that must be paid attention to when doing e-commerce of agricultural products, and it must be systematic and standardized. For example, I once tried to buy carrots in Pinduoduo. As a result, after receiving it, the carrot was not only small, but also broken, so I couldn't eat it. I won't buy it again this time. The e-commerce shopping guide map is too different from the real thing I received.
Third, do a good job in cold chain and logistics. Fresh agricultural products, we must do a good job in cold chain and logistics. As the capital investment is relatively high, it is suggested to adopt the mode of cooperative investment. A friend who sells kiwifruit around me is building a cold chain in partnership with several friends.
Fourth, do enough local characteristics. As we all know, every place has special agricultural products. If you want to do a good job in agricultural e-commerce, you must do it with brand characteristics, which makes it easier for buyers to recognize it. For example, millet in Shanxi, kiwi fruit in Shaanxi, and sugar orange in Mayang, Hubei.
Fifth, establish a private domain traffic pool. To put it bluntly, it is necessary to establish a stable customer base and form a stable relationship between supply and demand. This is fundamental, otherwise it will be difficult to develop in an orderly manner if we continue to invest in traffic.
Sixth, we must broadcast live. This is the general trend. If you haven't tried the live broadcast with the goods yet, it is recommended to start broadcasting immediately and do this piece. At the same time, go all out to do the diversion work of short video. It takes effort.
The above is my personal opinion! Not necessarily right, welcome everyone to clap bricks and communicate more!
Author introduction: Wei, a well-known senior expert in the field of self-media and new media, is a professional lecturer and editor-in-chief of First Media Network. Welcome enterprises interested in new media or friends from the media to contact me. Private letters must be answered. Interested friends can also join the "New Media Operation Exchange Circle" organized by me, click on my personal homepage, and you can apply to join, and there are dry goods to share every day!
There is no way to sell agricultural and sideline products from the media! In addition to the characteristics of agricultural and sideline products, the central point of selling agricultural and sideline products from the media is not "agricultural and sideline products", but "from the media" or "network celebrities", but "when the media's own conditions can not meet the sales scale and preservation requirements of agricultural and sideline products, or" when network celebrities are replaced by new people, it is naturally unsustainable.
The sales mode of agricultural and sideline products, from the free market to the "supply and marketing cooperatives" with China characteristics, and then to the "fresh supermarkets", all face the cost, time and manpower problems of "acquisition, transportation, sorting, loss, preservation and so on". Now it seems that the distribution of fresh products will still be unsustainable.
So, where is the future production and marketing outlet of agricultural and sideline products? Industrial production is directly carried out in the professional factory of urban agricultural and sideline products, and it is spread all over urban residential areas through intelligent IOT terminals.
I think the rural self-media wealth creation finally turned to Ma Yun's five innovations.
1. Ma Yun put forward five new ideas!
Through this * *, big cities have a large population, high density and a great sense of crisis, and emergencies are more troublesome!
New retail is in rural areas, so that rural self-media creation can create wealth through new retail, and rural creators can set up agricultural companies or cooperatives! Do your own sharing on Huayun platform! Because the platform locks customers through the number _ cloud! Customers earn more than 20% to 40% profit after purchase, and become consumers and investors after their own consumption, and have equity and enjoy equity forever!
Through sharing and guidance, consumers share and guide more and more services and earn more and more money, which in turn can be invested in enterprises that consumers like. This is a circular economy, and wealth is taken from the people and used by the people!
Therefore, rural areas cooperate with media people and platforms! Very promising! Because I also started my business in the countryside according to this model!
It also proves that the small-scale peasant economy and cooperatives in China are sailing in the countryside with the help of the media!
It is said that online sales eliminate middlemen and are cheap. It would be strange if it still doesn't sell well.
It will be better if the country operates by deploying military materials. First of all, suppliers, the types, quantities and places of origin of agricultural products all over the country, have really done a good job. Secondly, it is the demand side that makes it clear that the combination of macro and micro in material allocation can be orderly. Our country used to engage in planned economy and had experience in this field. Master Qian Xuesen's system cybernetics can also be used, and now big data can also be used. If the state arranges Mr. Ma Yun and Mr. Ren Zheng Fei to do this grand cause of benefiting the people and the country, it can also be done well!
I don't know where the data of "the basic losses of several major platforms of rural e-commerce" came from, and its authenticity is open to question.
It is normal for a business to make a profit and lose money, but if it loses money, we should analyze how it loses money, and there is always a reason.
Agricultural products are also commodities, so we should pay attention to cost performance. The most important thing is to ensure quality. It is often seen that an e-commerce company sells an apple on the platform for 29.9 yuan or even 19.9 yuan. This refers to the appearance of the box 10 kg, almost 9 kg.
19.9 yuan, 9 kg of apples, that is to say, apples delivered home by box and freight cost about 2 yuan 1 kg. Note that sometimes the freight is more than 10 yuan. Do you think the quality of such apples is guaranteed when businesses still have to make money? It is either defective or substandard. You sell unqualified products on the platform for sale. Do you think customers will buy it again once? This is a typical act of smashing one's own brand and even affecting the whole industry. Such businesses only consider profits once, regardless of long-term interests. This short-sighted behavior is not desirable. Such enterprises do not lose money.
I just gave an example. We should reflect on this vicious competition. Not all consumers want to be cheap, and not all consumers don't understand the advantages and disadvantages and grades of agricultural products. You fool consumers, and consumers can only leave you.
Furthermore, after-sales service is also a concern of consumers. Sometimes your product may be defective, but if the after-sales service is done well, it can still save the unfavorable situation. Therefore, to be an e-commerce platform, you must have enough manpower and time to deal with after-sales problems, otherwise, it will also affect the image of your store.
Since the media era, many people want to sell their hometown agricultural products through the media. I think this is a good phenomenon. For example, Qiao Fujiumei not only realized his entrepreneurial dream through the media, but also owned his own e-commerce company to help fellow villagers sell more agricultural products and lead everyone to get rich together. This is also the dream and direction of many media people in the field of agriculture, rural areas and farmers.
If you want to bring goods through the media, I will not consider selling goods in the early stage, do my own work in a down-to-earth manner, present your personal design to everyone and show the planting process of organic and green agricultural products in your hometown. When you have a large number of fans who trust you, the products will naturally not be sold. Therefore, your profile usually represents the product behind you. Fans trust you and naturally trust the products behind you. The logical relationship is as simple as that.
Of course, you can sell goods without making works or making live broadcasts, provided that you have a certain number of fans. But in any case, whether it is Li Jiaqi, Viya or XinYouZhi, their * * * is to keep the price at the lowest level on the premise of ensuring high-quality products, that is, to present cost performance for consumers.
You may not be able to manage well with good products, but you will never manage well without good products. Therefore, e-commerce from the media era should not only have good product quality, but also have price advantage and high-quality after-sales service, which is the guarantee of sustainable operation.
First of all, we must make it clear that the loss is our own reason. Popular things are good, but they may not be suitable for you. We should learn to follow the trend, but we should learn to follow the trend even more.
Secondly, we can analyze the reasons:
First, for their own reasons, some enterprises are not suitable to be bigger, but to be stronger.
What is big? I think it means mass. As far as Chinese enterprises are concerned, large scale means large investment and relatively weak management and marketing capabilities. This is a key reason.
Second, since the media is operating, you can make money without the media, so your ability and environment are very important. I think it takes courage to do things, but what is more needed is marketing ability, making money and having cash flow is king.
Three, because each enterprise's own environment and conditions are different, so as the leader of the enterprise, we must have a set of management and marketing suitable for our own enterprise, not copying other people's things, seeing others doing it, and not afraid of being eliminated.
Then sum up:
First, since the media is the media.
Second, be clear about what you want
Third, be clear about how to do it.
Agricultural products are always needed, so there is a lack of rigid publicity and sales channels, coupled with poor management and marketing of operators, so the current situation is the result of good publicity of products, and the natural effect is not satisfactory, but the state has been vigorously supporting rural development.
Therefore, from the road of media agricultural products:
First, do a good job in product quality.
Second, continue to export self-media value at low cost, and let more people know about your environment and products.
Third, product innovation.
This question must be answered from the macro, meso and landing pages!
Since the media era, we can only use the media as a tool to help, and finally land through the industrial Internet or the Internet of Things!
As for individuals from the media platform, set up a position to stand in line, stand in their own ports in the agricultural product sales industry chain, and get the corresponding cakes in the industry chain!
Dongguan Yifei advertising new media professional analysis is as follows:
First of all, at the macro level,
Due to the outbreak of international economic crisis, especially in Europe and America, the possibility of international economic and financial crisis has obviously increased. Oil prices plummeted, the US stock market melted four times, the Federal Reserve cut interest rates sharply, and quantitative easing was unlimited. The world's largest central bank has become the largest commercial bank, printing and throwing money crazily. The US government has put forward the largest fiscal stimulus plan of 2.2 trillion US dollars in history, but none of these can stop the rapid decline of the US and even the global economy, and it is almost certain that there will be a large area of zero growth and negative growth.
The international economic situation will greatly hinder China's economic recovery, export will be greatly hindered, and consumption will be severely restricted!
In the face of severe * *, the country has rarely adopted strong policy support combining fiscal and monetary policies, implemented greater tax reduction and exemption, increased the fiscal deficit, and implemented a more flexible and moderate monetary policy to fully stabilize the national economy. We can see that the so-called troika, which used to rely mainly on economic growth, has experienced the phenomenon of weak growth to varying degrees. Among them, the negative effects of import and export, manufacturing investment and consumption are greater, and the overall contribution rate will be reduced to varying degrees. One of the things that are expected to make more contributions to the economy is the five-year 50 trillion new infrastructure investment. On the other hand, industrial manufacturing is blocked, and agricultural products, as just-needed products, will force a large number of rural people to pay more attention. The government will formulate corresponding policies to benefit farmers according to international and domestic conditions!
In the face of severe * *, the country has rarely adopted strong policy support combining fiscal and monetary policies, implemented greater tax reduction and exemption, increased the fiscal deficit, and implemented a more flexible and moderate monetary policy to fully stabilize the national economy.
Second, in the middle view.
At present, there are 3,000 agricultural products e-commerce companies in the field of consumer Internet in our country.
It includes not only domestic trading platforms for bulk agricultural products, such as B2B2C mode of Green Valley Network, but also B2B e-commerce comprehensive trading service platform for agricultural products operated by Jiangsu Yurun Agricultural Products Group Co., Ltd. and Meicai Network. Nong Shangbao and Li Ben. com。
I just want to establish a good shopping experience with customers through agricultural products e-commerce, so as to achieve profitability and bring the last mile convenience to customers!
Third, on the landing page
The consumer Internet has now entered the second half. Because the front-end e-commerce of agricultural products is a non-standard product, it is impossible to reach similar standards for industrial consumption. Therefore, even the national and industrial giants in China cannot achieve monopoly through simple investment, and they can only do their own good. Deep supply side is even a good start!
Too much internet will cause the separation of oil and water in the industry; Too traditional will fall into the Red Sea War!
False and prosperous traffic subsidies can't support investment, and the demand for a large amount of funds makes the previous data in a certain field fake and die quickly!
Therefore, what we see is that the network celebrity Tik Tok county party secretary speaks for the sales of agricultural products.
How to develop in the future?
We should build an ecology and a platform with industrial internet thinking;
The business model must achieve a high degree of integration of agricultural supply chain, export standardized breeding and processing procurement processes, and combine logistics and cold chain distribution to achieve intelligence and data!
Fourth, what can you do personally?
Get involved in the trading platform to earn the difference, lead people to develop new SaaS, and meet the sales service-oriented agricultural e-commerce platform!
New media is just a tool to realize sales realization! If many people play in Tik Tok and have a team, they can create live or oral works, that's not bad!
Wish you success!
Famous major e-commerce companies include Taobao, JD.COM and Pinduoduo. Agricultural products need to be intuitively felt, grounded, necessary and fast-moving consumer goods, and platform losses are inevitable.
The big V in the headlines is good for agricultural products. They show the production process of agricultural products more intuitively and vividly, and make consumers want to buy. As long as the amount of agricultural products is large and the transportation cost is reduced, it is still very profitable. This should be a bright road.