Half-year test of agricultural products "online": retail small and micro enterprises' orders rise
Our reporter Chang Xiaoyu
During the special period of more than 6 months of war "epidemic", "everything can be purchased online" has become a trend, and the sales of agricultural products have also caught the Internet "express" and sold well across the country.
On July 30, Gao Feng, the spokesperson of the Ministry of Commerce, introduced at a regular online press conference held by the Ministry of Commerce that according to the monitoring of big business data, in the first half of the year, the national online retail sales of agricultural products reached 193.77 billion yuan, a year-on-year increase of 39.7%. So, what are the intuitive feelings of the agricultural product retail small and micro enterprises, one of the contributors to the national agricultural product network retail sales? "Securities Daily" reporter conducted an interview and investigation on this in the past two days.
Agricultural products go online to solve the problem of slow sales
"Baby, welcome to the live broadcast room. The selenium-enriched tea in Enshi, Hubei is shown here." At 10 am on August 2, a reporter from the Securities Daily entered the Taobao live broadcast room of "Longing for Tujia". The anchor of "Tujia Elder Brother" is shouting vigorously, introducing to netizens different types of tea such as wild black tea, rare white tea, and mountain cloud green tea at his table.
The anchor Lu Ruixian is also broadcasting live in the Suning live broadcast room of the "Junpeng Rice Fighting Flagship Store". He kept repeating: "Good morning, friends who come in. Today I recommend Dongbei Junpeng rice flower rice, crab field rice, and long grain rice. Fragrant rice and pearl rice, etc."
In order to further understand how agricultural retail small and micro enterprises use the Internet to solve the problem of unsalable agricultural products, a reporter from the Securities Daily interviewed them during the live broadcast of Tujia Age and Lu Ruixian.
“In the past, tea was mainly sold to tourists and merchants (outside dealers); but this year, affected by the epidemic, the company’s tea backlog worth more than 3 million yuan was unsold. Later, with the help of Taobao live broadcast and other platforms, consumers across the country Begin to pay attention to the selenium-enriched tea in Enshi, Hubei, and the sales of tea have been opened.” Tujia Age believes that the live broadcast mode has opened “another window” for small and micro enterprises in agricultural product retail.
Lu Ruixian told reporters that the products displayed in the live broadcast room are all grains purchased, processed and sold by Hulin Junpeng Rice Industry Group Co., Ltd. in the Hulin area. The company consumes 60,000 to 80,000 tons of rice annually, and sells 40,000 to 60,000 tons of rice.
"In mid-January this year, the company began to attach great importance to online sales and opened online stores on multiple e-commerce platforms and tried to sell goods live. Unexpectedly, at the end of January, it'hit' an outbreak of the epidemic, which is equivalent to one step faster to seize online sales. Business opportunities. Initially, in order to accumulate popularity, we first attracted consumers with low-price promotions; later, as brand awareness continued to increase, we switched to high-quality products to conquer repeat customers and new customers.” Lu Ruixian further introduced, the first half of the year Average monthly online sales are 1.2 million to 1.3 million yuan, accounting for about 5% of total sales. In the second half of the year, the company will further expand its online sales business and strive to achieve a "from 1 to N" transformation.
From March 30th to 31st, the official microblog of "People's Daily" "carried goods" for Hubei agricultural products three times, and the crayfish brand "Xia Da Da" under Hubei DaDa Aquatic Products Co., Ltd. was on the list. On the afternoon of August 1, when the reporter called the company's general manager Lian Chunguang, he said: "The remaining 11,200 tons of inventory on March 31 has been fully digested by the end of May."
"As of now, the average daily online sales of Xia Da Da has reached more than 100,000 yuan, and the order volume is more than 500. Daily online sales account for about 20% of total sales." Lian Chunguang revealed that online sales are still Xia Da. Da increased its popularity, and many large supermarkets took the initiative to discuss cooperation. Next, they will introduce more online marketing talents, and the product structure will also tilt online.
"The Internet can help agricultural product sales from three dimensions." Fu Yifu, a senior researcher at the Suning Institute of Finance, told a reporter from the Securities Daily. First, expand the market. Allow agricultural products to directly connect to the national market, where there is a larger and more stable consumer group, which can improve the backlog and slow sales of agricultural products caused by various reasons. Second, to achieve direct transactions between producers and consumers. Let high-quality agricultural products from vegetable gardens and orchards directly reach urban tables, shorten the length of the industrial chain, reduce the costs of wholesalers and retailers and other intermediate links, not only allow consumers to buy high-quality and inexpensive agricultural products, but also help farmers and related small and micro enterprises Increase income. Third, to narrow the distance between small and micro agricultural retail businesses and consumers.
Increased demand for online "vegetable baskets"
"Securities Daily" reporter learned during the investigation and interview that in addition to agricultural retail small and micro enterprises actively promoting the "Internet" of agricultural products, consumers' demand for online "vegetable baskets" has also increased significantly.
Muzi (pseudonym), who lives in Chaoyang District, Beijing, told reporters: "Since this year, I have placed orders for sweet potatoes, corn, onions, eggs, etc. on the e-commerce platform’s special farms, logistics companies, and public accounts of restaurants. Farm products such as chicken, grapes, and watermelon weigh from 5 kg to 10 kg. Among them, the price of vegetables is generally lower than about 3% of the market price, and the price of fruits is generally lower than about 5% of the market price."
“Most of the above agricultural products I bought are shipped from Yunnan, Guangxi, Shaanxi and other provinces, and they can be delivered to your door in an average of 3 to 4 days. I took a closer look, and the merchants can basically guarantee that consumers place orders 48 Shipped within hours, and most of them are customized packaging, the product damage rate is extremely low." Muzi further introduced.
"Because the agricultural products purchased online are local specialty products, they taste very good." Huan Jing (pseudonym) of Putuo District, Shanghai told reporters that the quality of agricultural products on the market is uneven and there are many fakes. You only need to choose the right store for online agricultural products. (Flagship stores, franchise stores, etc.), you can avoid buying fake and shoddy products.
In the second half of the year, what "assistances" are needed for the development of agricultural retail small and micro enterprises? In this regard, Fu Yifu believes that, on the one hand, it is necessary to innovate financing channels and methods, and focus on solving the financing pain points of small and micro enterprises. Specifically, it can be through the establishment of a quasi-public welfare, special service to small and micro enterprises and a government financing guarantee system for the "three rural" , Leveraging more precise flow of financial water, supporting weak links in agricultural product sales, and alleviating the difficulty and expensive financing problems of small and micro enterprises. On the other hand, we should continue to develop rural e-commerce, based on the specific local conditions in rural areas, intensify efforts to build rural Internet and logistics infrastructure, increase the coverage of rural e-commerce, and let more people accept and embrace the Internet. Accelerate the improvement of corresponding rules and systems, provide a fair, fair, and orderly market environment for the development of rural e-commerce, and make efforts to introduce talents, pay attention to talent training, and use talents to drive the development of the entire industry. (Securities Daily)