The Economic Daily and JD.com released data——

　　Agricultural products "touch the net" are more popular

　　Differentiation builds brand memory

　　Chen Yao

　　North China is an important agricultural production base in my country.

In recent years, with the continuous improvement of residents' living standards, consumers' demand for fresh and high-quality agricultural products has continued to increase.

The provinces in North China are actively cultivating distinctive brands and laying out online sales channels for agricultural products so that fresh agricultural products can reach consumers' tables directly.

　　How to effectively connect production and consumption?

Using differentiation to build brand memory and effectively improve farmers' income and consumer satisfaction is the right way to promote the upward movement of agricultural products.

　　First of all, establish a high-quality supply idea and seek long-term development.

In recent years, consumers' consumption behavior has become more and more rational, and they pay more attention to product quality and cost performance.

At the same time, many agricultural products have further promoted the effective supply of high-quality agricultural products by virtue of their differentiated pricing advantages, forming a virtuous circle in which demand and supply promote each other.

For merchants, marketing success can only bring short-term benefits. Only by providing real high-quality goods and services can they cultivate the reputation of agricultural products and achieve long-term development.

　　Secondly, relying on superior products to increase income and mobilize farmers' enthusiasm for production.

In the traditional sales model of agricultural products, farmers have weak bargaining power and low profits.

The uplink of agricultural products can help farmers transform into "first-level wholesalers", which can not only provide consumers with fresh agricultural products that are "picked" and "dug" in the field, but also allow farmers to obtain more benefits.

At the same time, the increase in farmers' income can not only increase production enthusiasm and release the consumption potential in rural areas, but also attract migrant workers and college students to return to their hometowns to start businesses, improve the knowledge level of agricultural practitioners, and inject new vitality into the upward movement of agricultural products.

　　Thirdly, increase policy support to escort online sales.

In recent years, more and more farmers have tried live webcasting to bring goods. However, due to limitations of live broadcasting technology and supply chain efficiency, the overall service experience is not satisfactory.

In this regard, all localities should take the initiative to train farmers on online sales techniques and encourage them to actively apply new technologies; focus on improving rural transportation, logistics, communication and other infrastructure, improve supply chain efficiency, and ensure smooth sales channels.

　　Finally, pay attention to industrial development trends and promote industrial integration.

While unblocking the sales channels of agricultural products, promote production through sales, build a standardized production base, attract agricultural product processing enterprises, and strive to create an agricultural product industrial belt integrating primary, secondary and tertiary industries.

　　(The author is a senior researcher at Jingdong Consumer and Industry Development Research Institute)