The Economic Daily and JD.com released data——

Native products "out of the circle" enter thousands of households


Data source Jingdong Consumer and Industry Development Research Institute

　　Broaden new channels for agricultural product production and sales

　　Liu Hui

　　"Eating mutton in winter will keep you warm all winter." As the weather gets colder, mutton sells well.

In particular, the hot sales of "Inner Mongolia mutton" and "Ximeng mutton" depend not only on seasonal factors and characteristic culture, but also on consumer recognition and excellent product quality.

More importantly, the reason why high-quality agricultural products can go out of the consumption radius centered on the origin and become delicacies on the tables of consumers across the country is due to the sinking of retail infrastructure.

　　For a long time, many high-quality agricultural products have been "trapped" in the place of origin, because the retail infrastructure represented by cold chain logistics has not sunk enough.

　　Take Inner Mongolia lamb as an example.

Previously, due to the dispersal of herdsmen, the upward path of fresh mutton was not smooth, coupled with the separation of multiple links such as slaughtering, segmentation, processing, weighing, and packaging, it caused extended problems such as quality control and aging.

Now, the delivery warehouse has been built around the ranch, which can efficiently complete the whole process from slaughter to packaging in one stop, ensuring the timeliness of delivery of fresh mutton.

Coupled with the help of cold chain logistics technology, it is no longer difficult for fresh mutton to go to the tables of consumers all over the country.

Data show that the sales volume of Ximeng mutton increased by 300% year-on-year, and the repurchase rate of mutton exceeded 45%.

　　The fresh and direct sales of Ximeng mutton is a microcosm of the upswing of agricultural products in North China.

The sinking of retail infrastructure has smoothed the upward path of rural fresh agricultural products, while advanced digital technology and logistics equipment have guaranteed the quality of agricultural products and consumer experience.

At present, many agricultural products with local characteristics in North China are going to the national market, but how to make consumers recognize and buy them has become a must-answer question.

Therefore, fast "touching the Internet" has become the key point. Under the premise of making good use of digital technology and logistics facilities, products such as hawthorn and millet in Hebei, yellow flower and tartary buckwheat in Shanxi are quickly "out of the circle" and recognized by consumers across the country.

　　Advanced technology, excellent logistics and transportation efficiency, and a smooth "uplink highway" can drive the agglomeration effect of characteristic agricultural products, making the sales of agricultural products radiate thousands of kilometers away, becoming one of the important starting points for rural revitalization.

In the future, more enterprises and local governments will pay more attention to and invest in retail infrastructure, so as to create a road for high-quality agricultural products.

　　(The author is the dean of Jingdong Consumer and Industry Development Research Institute)