there are several big problems in agricultural products. in addition to the need for the government to provide the necessary infrastructure, commercial innovation is also needed to find solutions.
challenge 1: how to connect the large market with the small-scale and decentralized agriculture in china?
unlike the standardized and industrialized agriculture in the united states, the vast majority of china's agricultural production is still scattered small-scale farming. farms in the united states are particularly large, endless and fully industrialized. however, the proportion of agricultural population in china is still large, the land is relatively dispersed, the degree of standardization is low, different orchards are distinct, and the maturity time is not the same. this non-standardized state is derailed from the industrialized operation, even if it is operated in an industrialized way, the efficiency of circulation and distribution is very low.
for farmers, how to connect small farmers with large markets has always been a fundamental challenge for china's farmers to increase their income and agricultural development. similarly, japan and south korea adopt the model of integrated agricultural associations to upgrade agricultural products. the comprehensive agricultural association (ica) is a grass-roots peasant organization with professional and part-time peasant households as its basic members, townships as its coverage area, and mutual assistance and cooperation as its basis. it provides comprehensive services such as purchase and sale, credit, processing, commerce, agrotechnical extension, cultural education and welfare services for peasant household members. the comprehensive agricultural association is not a private legal person in the field of general association law, but a statutory body and a public legal person association stipulated by special law.
even the japanese-korean model of integrated agricultural associations may become an interest group, if the lack of more adequate market competition and supervision, may also damage the interests of farmers and consumers. moreover, there is no comprehensive agricultural association in china at present, and the functions of professional cooperatives need to be constantly improved. in this situation, "e-commerce platform new farmers" is a very realistic choice. the "new farmers" know not only e-commerce, but also agricultural products, and can dock scattered small farmers. they are very important promoters.
at the same time, the traditional e-commerce platform also needs innovation. agricultural products have a short maturity period. to sell them quickly, we need to quickly collect large orders, through the collection of more consumers, to dock with more suppliers. one way is to use social fission to gather quickly. consumers find a good thing on it, share it with others, and then buy it together at a lower price. in this new interactive mode, the scattered demand of consumers for a long time is gathered, and several people buy the same thing on the same day. this will generate huge demand, which will be connected to the fruit trees of each garden.
problem 2: how to reach the largest number of consumers of non-traditional and small-scale agricultural products?
under the traditional mode, whether in the offline market or in search scenarios, the essence is "people looking for goods", such as buying a bottle of vinegar without vinegar, buying new clothes online for the holidays. this model is to retrieve the commodity information database that consumers have mastered, and to test the "knowledge reserve" of consumers'own commodities. in this case, the potential needs of consumers can hardly be stimulated.
how to effectively stimulate potential demand, so that a variety of small-scale agricultural products automatically appear in front of consumers? the interactive way of "pingduo" is to let "goods to find people". through distributed ai, we can discover the possible consumer demand. then, we can reduce the time limit of word-of-mouth communication by social fission instead of advertising and market education. such non-traditional high-quality fruits as snow lotus fruits in yunnan and passion fruits in guangxi are presented to consumers actively in this way, which promotes a new trend of consumers in beisheng and guangzhou. many consumers buy things they have never seen before in this way. potential demand is effectively tapped and met, which promotes consumption upgrading.
challenge 3: how to shorten the circulation chain, reduce costs substantially, and benefit both consumers and farmers?
between farmers and consumers, the traditional complicated distribution and circulation structure under the line has greatly increased the loss of agricultural products and shortened the shelf life. agricultural products from the field to the dining tables of urban residents have to go through many levels, such as farmers, agricultural brokers, large wholesalers, supermarkets, convenience stores and consumers. first, there are many turnover links and low freshness of agricultural products; second, from the origin to the dining table, there are price increases at different levels, some of which are more than 30%. farmers have not increased their income, and citizens have not bought cheap agricultural products; third, through the circulation of layers, agricultural products are greatly depleted, turning labor achievements into ineffective consumption, resulting in great social waste. under this traditional structure, farmers are often forced to harvest agricultural products early or treat them with chemicals to extend their shelf life. consumers not only have to pay high prices, but also have to get worse products.
the new generation of e-commerce needs to build a new retail system, explore new production and demand relations, and strive to further streamline the intermediate links, improve the circulation efficiency of agricultural products, reduce the unnecessary loss of resources, and form space for both ends of supply and demand. for example, the state-owned postal enterprises that originally only do logistics can continue to shorten the intermediate links if they also do e-commerce directly. there are many postal terminals with organizational advantages of information and harvest. the relevant practice of weinan post also proves that this road is feasible.
challenge 4: how to smooth the fluctuation of supply and demand of agricultural products, and ensure that farmers "have more production and more sales, more labor and more gain"?
farmers lack market information. in the whole agricultural cycle, "what to grow, how much to sell and how much to sell" are facing great uncertainty. "garlic is cruel, beans are playing, jiang is your army" and other phenomena emerge in endlessly. the supply and marketing information is very asymmetric, and the market fluctuates greatly. farmers often suffer heavy losses, and a large number of unsalable agricultural products are common.
the ideal state of agricultural product planting is that consumer demand is sustained, stable, long-term and controllable. only in this way can the cost be maximized, diluted and controlled planting production be achieved. "double eleven" pre-purchase is essentially the certainty of sales demand. consumers use the certainty of demand in exchange for discounts from manufacturers. the new generation of e-commerce should normalize such controllability. through model innovation and corresponding big data analysis, "turn capitalism upside down". before that, businessmen sold certain agricultural products to consumers. now, consumers sell certain needs to farmers, which reduces the uncertainty of production and operation, greatly improves the efficiency of planting production and circulation, and forms a space for concession.
conversely, due to the existence of such concessionary space, the price on the new generation of e-commerce platforms is generally very low, and only direct hair from the origin can bear such price. this must be bound up with the depth of informationization and modernization of china's agriculture. the more demand, the more complete information, the more up-going agricultural products, the more profit space.
challenge 5: how to help the poor and farmers accurately?
first of all, it is an order-based agricultural model that requires fixed production. on the basis of minimizing the supply chain, the new generation of e-commerce needs to complete the biggest change in retail business, achieve large-scale production on demand, and pre-demand. with the increasing scale of users and the continuous enrichment of demand side data, the new generation of e-commerce should systematically summarize, analyze and forecast the demand information of agricultural products, guide farmers to produce, and make the practice of order agriculture continue to deepen.
the mode of order agriculture is also the key to grasp the development trend of modern agriculture. with the rise of new ways of life and consumption, the future consumption of agricultural products will tend to be individualized and customized. under the logic of "people in groups", the individualized demand will be met by rapidly gathering homogeneous demand and promoting customized production.
secondly, it is necessary to orientate precise purchasing. how do you do this? for example, in the public welfare game "more orchards", users grow virtual fruit trees through social and interactive games. once the fruit trees mature, more orchards will give users real fruit free of charge. it is understood that these fruits are directional purchases and can be very accurate. moreover, users automatically become part of the poverty alleviation work while harvesting happiness. each of their virtual fruit trees matures, which means that at the other end of the distance, fruit farmers have achieved income growth.