How far is digital marketing from farmers?

□ Our reporter Tong Ling Li Yang Song Xinyi

As early as the first year of e -commerce in 2015, agricultural e -commerce was very prosperous. However, affected by factors such as the special attributes of fertilizer products and the incomplete popularity of the rural Internet at that time, many agricultural e -commerce companies disappeared in large waves and sand. Great relationship. However, some companies have continued to persist, and with the gradual popularization of the Internet, they have achieved significant results in digital marketing. But to this day, the digital marketing of the agricultural capital industry is still in the preliminary development stage, which is close to the agricultural capital industry, but there is still a distance from farmers, and there are still many problems that need to be cracked.

Question one:

Logistics delivery problem still exists

Regardless of the rise of agricultural e -commerce or today, a few years later, the issue of logistics distribution has always been the primary problem that plagues digital marketing of agricultural capital. Liu Yang, director of the brand department of Xinyangfeng Agricultural Technology Co., Ltd., proposed that the logistics facilities of offline distribution of chemical fertilizers are relatively mature, and the cost of express logistics sold online will greatly increase. In particular, there are many areas with insufficient transportation. If there is no self -built channel to achieve vertical circulation, then the delivery, warehousing and delivery speed may face great challenges.

Wang Xiaoxue, deputy director of the Information Department of the China Agricultural and Distribution Association, believes that the distribution costs are superimposed on the goods. Although the chain links are small, the logistics costs have greatly increased. Ruan Guozhu, executive director of Guizhou Funbao Agricultural Technology Co., Ltd., also mentioned that the biggest difficulty of agricultural e -commerce is the issue of distribution, especially regional delivery. He said that at the beginning of the founding of Fu Nongbao, a order had been made, and the fertilizer mail sold online was distributed to a village in Hunan, and a bag of fertilizer was 400 yuan at that time. At that time, there were still many similar situations. Even in areas in the province or even dozens or hundreds of kilometers, delivery was a big problem, which also caused the company to lose some money at that time.

In this regard, Li Song, the operating manager of the Rural Commercial No. 1 e -commerce Co., Ltd., said that the problem of logistics will affect the user's online shopping experience to a certain extent. For example, if the fertilizer of 50 kg of fertilizers is high, if the delivery cost is superimposed into the product price, farmers will not accept it. The solution is to focus online sales on the new Tefei with a small weight. However, the downstream terminal market needs to be further deepened by the degree of acceptance of New Terfei, because the application of new products in farmers is still in the learning stage, and new products need a process of acceptance.

Fan Hao, director of the Agricultural Chemical Center of Tianji Coal Chemical Group Co., Ltd., proposed that with the advancement of land scale operations, the concentration of the compound fertilizer industry has also increased. With the expansion of the sales radius, the purchase of chemical fertilizers on online ordering becomes becoming a chemical fertilizer. One trend. During the online promotion stage, it can attract farmers to accept online fertilizers by issuing coupons and gradually develop the habit of purchasing online fertilizer. According to the area where the user is located, the background can follow the principle of nearby to allow the dealers in the area to receive orders and distribute it. This not only solves the problem of regional radius, but also solves the problem of distribution.

Question 2:

It is difficult to change user purchase habits

The initial purpose of agricultural e -commerce is to reduce the sales link of agricultural capital, and to achieve higher benefits by reducing the cost of circulation. But an important problem in this process is to bypass the terminal channel. Wang Xiaoxue admits that in fact, the sales of agricultural products such as fertilizers can better reach the farmer's group through terminal stores, but at the beginning of the rise of agricultural e -commerce, it jumped over the terminal channel, so it was difficult to touch farmers. For a long time, agricultural capital users are used to ordering through offline channels. For the gradual online sales model, the degree of acceptance is relatively high. Liu Yang proposed that most of the current offline sales outlets are relatively mature. Most terminal customers have been used to buying fertilizer, and the offline outlets are sent to the fields. They believe that offline channels are faster than online channel distribution. Wang Xiaoxue also mentioned that farmers have become accustomed to the sales model of traditional sales channels and have not yet cultivated online shopping habits. Moreover, the cultivation of online shopping habits also requires a long -term process, which has also led to many early -established agricultural e -commerce companies. She believes that the payment form of the deposit and the end of the deposit may fit the farmers' procurement habits.

Chang Zhaopeng, an e -commerce commissioner of Beifeng Group, said: "During the promotion of the e -commerce platform, we found that farmers' recognition of the agricultural e -commerce platform is still low, and the awareness of online shopping agricultural goods is relatively weak. And new users who have been promoted and promoted cannot intuitively feel the quality and use of the product. To solve these problems, our publicity content focuses on the characteristics of its own products, and optimizes the advertising form according to the product characteristics to allow customers To reach a comprehensive understanding, to identify our products psychologically, meet the purchase demands, and promote transactions. At the same time, during the promotion, the key data of the e -commerce platform must be focused on the promotion. Customers turn online fertilizer into habits. "

Problem three:

Commodity attribute problem is to be cracked

In the past two years, many agricultural companies have begun to change in digital marketing. The fertilizer is a special commodity, and the variety of crops are diverse. In different regions, farmers are different. As far as the regional and particularity of the goods is concerned, the development of agricultural and e -commerce is slower than other industries. Water stage.

Fan Hao believes that fertilizers have both the attributes of industrial products to accelerate consumer goods. From the perspective of marketing, the essence of chemical fertilizers tends to be homogeneous, resulting in limited premium capacity of commodity brands. In particular, compound fertilizer companies have very limited brand premium capacity, which restricts the development speed of agricultural e -commerce. "The concentration of the agricultural capital industry is relatively low, and the radius of the sales radius of agricultural capital is affected by the distribution of the distribution of agricultural capital, which has become the main reason to restrict the development of e -commerce to a certain extent. Moreover, the retail price of fertilizers is not uniform, the transport radius is different, and the planting structures in various places are also different. Coupled with the impact of the people's fertilizer purchase habits and regional fertilizer enterprises, the difference in retail price of fertilizers is very large. Of course, as the land circulation process accelerates, traditional retail investors will become less and less, and the scale planting will be more and more. The issue of sales radius will gradually solve with the development of land circulation and scale planting in the future, "he emphasized. Liu Yang analyzed that online transactions such as pesticides, seeds, agricultural tools, agricultural products, etc. are more common, and for chemical fertilizers, especially new fertilizers, for different areas and crops, they often need to customize fertilizer application. Higher and more complicated products are not as simple as the transaction process in the general e -commerce scene.

Question 4:

Follow -up service follow -up difficulties

Agricultural product after -sales service is an important link. Under the traditional sales model, there are relatively complete sales networks and price systems, and dealers and agents at all levels have also formed a mature sales mechanism. And after the sale of agricultural products, agricultural technology services are followed in time. But online channels are facing difficulties in follow -up services in this regard. Wang Xiaoxue said that the follow -up service is difficult to follow up, and the competitiveness will weaken compared to traditional channels. In this regard, the gap between online shopping and physical store services should be reduced. There must be a service radius, and the terminal channel cannot be skipped.

Liu Hongchao, the person in charge of the agricultural capital industry of Kuaishou E -commerce, proposed that the biggest predicament of agricultural e -commerce is the issue of employees. In terms of talent structure, people who are in line with the development direction of the industry and understand the Internet often do not understand the traditional agricultural capital industry, and people who understand the agricultural capital industry rarely understand the Internet. Because the agricultural capital industry is relatively high in service and the accumulation of professional knowledge accumulation, Kuaishou requires that the "Primary Er" of all agricultural capital sectors and operators are connected with the brand. And the situation of the entire supply chain. He said that the purchase and sales behavior of agricultural resources itself is relatively low, and it is necessary to drive in a high frequency. To make e -commerce in the agricultural capital industry, it is necessary to develop in the direction of agricultural services.

The e -commerce and digitalization of the agricultural capital industry are imperative. Facing the dilemma of digital marketing, how to break through in fierce market competition and make good use of the Internet's weapon is a problem that needs to be solved in front of the traditional agricultural capital industry.

- END -