Online sales pesticide urgently need a "pure land"

□ Our reporter Tong Ling Lianchen

"This insecticide is cheap and affordable. The online price is much lower than the physical store, and it will repurchase!"

"After use, the effect is very good, the weeds are dry, and it will be ordered in large quantities in the future!"

"The purchased coriaraine is the same as that of the physical store. If you use the effects of the rear effects, you can place it quickly if you need it!"

"I received the goods the next day after ordering, the items were well -packaged, the customer service service was in place, and the weeding effect was good!"

Native

In recent years, with the increasing popularity of the Internet, new online sales methods such as online shopping platforms and short video APPs have been rapidly accepted by consumers. More and more users buy pesticides through the Internet. See, the online shopping experience is not bad. However, pesticides are special regulatory products, and improper use can cause serious consequences. And unlike physical stores, the supervision of pesticides on the Internet is relatively weak, and a series of problems have been exposed. So, what is the current situation of my country's pesticide network sales? What are the urgent issues that need to be solved? Recently, our reporter interviewed relevant experts and enterprises and conducted in -depth investigations.

Internet operation pesticide becomes a new format

As early as 2015, the pesticide industry ushered in the "Internet+" era, pesticide companies or water testing e -commerce, or established a service platform with the help of mobile Internet. However, at that time, the penetration rate of rural mobile Internet was relatively low, which overturned the "Internet+pesticide" model of traditional pesticide sales, and it seemed less "grounded." After several years of development, online video live platforms such as Douyin and Kuaishou have quickly spread across the country. Many large integrated e -commerce platforms have also penetrated into villages and towns, which has greatly increased the sales of pesticides on e -commerce channels. Not only that, with the outbreak of the new crown pneumonia in 2020, agricultural enterprises have strived to carry out online marketing and promoting brands, further expanding the market size of online pesticides.

In the past two years, pesticide network sales have shown a rapid growth trend as a new format, and the business forms are diverse. First, pesticide sellers set up stores to sell pesticides through large third -party comprehensive platforms such as JD.com, Taobao, and Pinduoduo. This model has relatively low entry barriers and relatively small investment. Second, pesticide production enterprises and circulation enterprises have built official websites or build a platform related to agricultural or agricultural resources to promote enterprise brands, products, and culture. At the same time, they sell product sales. The Tanian Circle of Hui Nong.com, Shenzhen Noripin Agricultural Chemical Co., Ltd., etc. The third is that pesticide sales subject to the online live video live platform such as Douyin and Kuaishou, and sells pesticide products in the form of live broadcasts. Fourth, pesticide operators use social platforms such as WeChat group and circle of friends for product promotion and sales. The release of scientific planting knowledge such as strawberry diseases and insect pests, and providing a scientific medication solution for farmers, has played a great auxiliary role in the company's offline pesticide sales. Fifth, professional agricultural capital service platforms, such as the agricultural capital of agricultural capital e -commerce platforms jointly invested by the China Pesticide Development and Application Association, and jointly invested by a number of pesticide companies to jointly invest in agricultural one network of agricultural e -commerce platforms. Pesticide network and other platforms.

According to Hao Changjian, a staff member of the Agricultural Information Center of Zhoukou City, Henan Province, the survey data of 30 shops each of Taobao, Jingdong, and Pinduoduo showed that the monthly sales of 118 pesticide products on Taobao platforms were 193691, and 115 Pinduoduo platforms were 115 platforms. The monthly sales volume of pesticide products is 15,4366. Although the Jingdong platform cannot see sales, the cumulative evaluation of 116 pesticide products also has nearly 30,000. It can be seen that the online sales of pesticides are quite considerable.

记者随机在淘宝、京东等平台按照销量搜索杀虫剂、除草剂等农药后也发现，评论数在“1万+”的商品很多，虽然部分平台无法看到各种产品的具体交易量，但是From such a high number of comments, it is not difficult to find that under the current situation, the number of pesticides on the Internet increases rapidly.

Why can pesticides overcome chemical fertilizer's "net red"? An industry analysis believes that first is that the variety is complete, there are very few agricultural stores in some areas, and the varieties of agricultural capital operate are incomplete. Enter the name of a certain pesticide online to find a number of shops that run this pesticide; The second is the transparent price. The pesticides sold online in online stores are clearly marked. Users can buy more than three and choose the most affordable store to buy. Third, compared with chemical fertilizers, the pesticides are small and lightweight, which is more convenient for single -piece goods to mail.

Convenience and problem of online sales pesticides and problems

Everything has two sides, and pesticides online are no exception. Online sales pesticides bring convenience and benefits to users, increasing sales of online pesticide business entities and broadening sales. Prepare risk and learn to deal with it correctly.

Bring benefits to users and operators

With the development of developed logistics express networks, after the customer network places an order, it can receive the goods in 3 to 5 days after the day, and you can buy your favorite pesticide goods without leaving home. At the same time, most pesticide sales online stores have their own professional service teams to answer consumers' questions, explain the usage, dosage and precautions of pesticide products, and to be responsible for after -sales service such as return and exchange. Wang Yansheng, general manager of the Liaoxing Spring and Autumn Agricultural Money Service Center in Chaoyang City, Liaoning Province, said that some consumers believe that buying online is more fashionable and the price of online goods is relatively low, so they like to buy pesticides on the Internet. In addition, online sales channels have also contributed their strength to increasing transaction opportunities, reducing sales costs, reducing inventory backlogs, and improving economic benefits. When the reporter browsed a pages of a herbicide on the pages of a herbicide network, the reporter found that the page not only showed the basic information of selling this product merchant, but also showed the specific details of the product, online transaction volume, repeated purchasing rates, purchases, evaluations, evaluations, evaluations Quantity, etc. Among them, the number of purchases shows the proportion of each purchasing entity. Such data is convenient for buyers to understand the specific information of the product in detail, but also help merchants and manufacturers understand the sales of the product in a timely manner and consumers' evaluation of the product, and then help merchants and manufacturers make strategic adjustments.

Online sales pesticide problems are frequent

Pesticides are different from other general products. They are regulatory products that need to be combined with "product+technology". It is important to do technical services. Therefore, under the rapid development of "pesticides+Internet", the problems followed quickly.

First, fake and shoddy products are constantly emerging. The relevant person in charge of Bayer's crop science said that today, when the trend of smartphones and digital sweeping agriculture, more and more farmers choose to buy products with convenient online shopping. The important part is agricultural products. However, how to enjoy the convenient shopping and buy authentic products, avoid planting in the pit where fake and shoddy products are sold on the Internet, is the biggest problem facing farmers. Relevant persons in charge of Jiangxi Xinlong Biotechnology Co., Ltd. and Wuhan Wuda Oasis Biotechnology Co., Ltd. told reporters that Xinlong Biological and Wuhan University Oasis did not sell pesticide products on online platforms because the online platform operation threshold was low and technical services were not timely. Fake brands and fake ingredients are not easy to distinguish and caused the loss of farmers' losses from time to time.

The second is exaggeration or false publicity. Gong Wei, the chairman of the Ruitong Corn Planting Professional Cooperative in Fuxin County, Liaoning Province, told reporters that the live broadcast and cargo met the psychology of the common people's hunting in a sense. He said: "Now many people have taken live broadcasts as the fastest -making industry, and the most considered is selling goods to make money. The most needed is to get an intuitive effect in the process of watching the live broadcast. If the anchor talks about the shortcomings and precautions of the product, no one can buy it, so most anchors only say the advantages of pesticides, not the shortcomings and precautions, which gives agricultural production. Bring a lot of unstable factors. "

A corn growers in Shandong reported to reporters that he purchased a pesticide through a online shopping platform and found that the goods were seriously inconsistent with publicity after receiving the goods. Commodity packaging shows that it can kill aphids and red spiders, but after he was marked with water spraying medicine, he found that the effect was not ideal.

Another sweet potato grower also reported to reporters that he bought a herbicide according to the content promoted by the online store, but the pesticide packaging received did not match the promotional picture. Pesticide. But because he did not implement the specific packaging with customer service before he placed the order, he could only eat dumb losses. On a shopping platform, the reporter also found that a client who bought a pesticide reported in the comment area that he was a single 5000 ml of goods, but the merchant stole the beam to send 1000 ml of goods, and the merchant did not make any explanation. Essence Another customer reported that he bought 10 pounds of old packaging products in an online store he had purchased before, but received 5 bottles of 2 pounds of other brand products.

The third is that technical services are lacking. Generally speaking, logistics and after -sales services are the most prone to disputes in online shopping, especially the special product of pesticides. Liu Xinzhao, marketing director of Hebei Weiyuan Biochemical Co., Ltd., said: "From the perspective of cognition, pesticides are functional products and have technical attributes. The same product, different people's use, different results. Therefore, traditional pesticide companies will provide products with products. At the same time, it provides product use parameters or comprehensive solutions for retail stores and large planting households. However, there are disadvantages to sell pesticides on the Internet. Near retail stores can meet this. "Gong Wei also said that pesticides have requirements for regions, climate, temperature, humidity, etc., and the customer service of an anchor or online store cannot be applied to the situation in various regions, so it is very very very good at the situation, so it is very very very It is difficult to achieve local conditions. Wang Yansheng told reporters that he did not sell pesticides online, mainly because he did not have enough time to conduct online technical guidance, and sales in the store were able to provide full technical guidance for buyers. He said: "After the farmers find pests and insect pests, they can take medicine for treatment in time for treatment. If they are purchased online, they need to wait for a few days. In addition, some anchors who have lived on Douyin or Kuaishou platform are not engaged in the pesticide industry. Some are even sold now, and it is uncertain to how much the pesticide understands. The pesticide content is different and the ingredients are different, so the price difference is relatively large. Some of the medicines for treating aphids are suitable for use when temperature is high, and some are suitable for low temperature, so you need to ask the precautions clearly before buying, otherwise it will be effective. But in fact, the quality of the medicine is okay "Fourth, logistics and after -sales service is not ideal. Liu Xinzhao also reflected that the use of pesticides is real -time. Farmers generally only buy after the diseased and Cordyceps pests occur. In this way, the purchase radius and delivery of the goods are critical. In addition, online purchase of pesticides also involves the problem of use of use, such as what to do if the efficacy is not good, what to do if there is drug harm, etc. After browsing multiple online shopping platforms, the reporter found that many buyers have reported in the comment area that they have encountered no shipping, slow logistics, leakage of pesticide packaging, and refusing to deliver the house. No matter how much the buyer is raised, smart robots are perfunctory reply. Buyers can only wait and accept passively and pick up the goods themselves. For example, a user consulted the customer service after finding that the goods they bought online were not effective, but the customer service told him that the pesticide would be used with other pesticides, and then he recommended him to buy other pesticides in this store. This not only delay the best time for the crop, but also allows users to spend more money. What's more, many buyers often encounter a continuous text message or call for merchants to make praise or delete differential reviews.

Fifth, it is difficult to regulate. Due to the wide network operations, strong hidden access, business groups and IP addresses are relatively complicated, and some pesticide e -commerce platforms do not know enough about agricultural laws and regulations, increasing the difficulty of regulating the supervision of online pesticides. Qu Huilian, manager of BASF (China) Co., Ltd., said that pesticide Internet marketing is a question worthy of attention, because the attributes of pesticides are more sensitive, but it is essential in agricultural production. China ’s agricultural chemical market has huge potential. Many foreign companies rely on innovation and quality to fight for the market. However, at the same time, it has also had problems that are difficult to regulate fake and shoddy commodities. Some online stores do not have qualifications to operate pesticides. Liu Xinzhao also said that some comprehensive network platforms have not increased the supervision conditions of pesticide personality, and they are still negligible to supervise the operation of pesticide networks, allowing unqualified pesticide operators to expand the scope of pesticide operation through the transfer and fly single model. This is a large extent to a large extent. The difficulty of supervision of pesticide network sales has been added. The reporter also noticed that in the comment areas of multiple commodities, users have reported that they have received the products without instructions, sealing without sealing, no production date and batch number.

Sixth is the phenomenon of low prices. An industry insider said that the emerging online sales method has broaden pesticide sales channels, but also involves the problem of channeling between e -commerce. Some pesticide manufacturers do not allow agents to sell across regions, and they are not allowed to sell price reductions without authorization. Online sales pesticides break the regulations and cause price confusion.

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