How to do Internet+Agriculture?

Abstract: How to be an agricultural e-commerce? How to do Internet+agriculture? For agricultural products, e-commerce is by no means a challenge and a substitute for traditional channels, but more should be "integrated" with traditional channels, and the business model can be upgraded and improved by integrating the business model of "e-commerce+traditional channels". If you want to do a good job in the transformation and upgrading of agricultural enterprises, you must make good use of offline advantages to make online and offline advantages form linkage and complementarity. Let's take a look at it together! How to be an agricultural e-commerce

Taking advantage of the east wind of the agricultural 4. era and internet plus's assistance to the agricultural industry, we can see that many agricultural enterprises in the society have become famous overnight through online marketing. It seems that as long as they become an agricultural e-commerce, they can become legends in the agricultural industry. However, the actual situation now is that the agricultural industry is still relatively traditional, and many advantages are offline. Therefore, if you want to do a good job in the transformation and upgrading of agricultural enterprises, you must make good use of offline advantages to make online and offline advantages form linkage and complementarity.

first, the overall view of e-commerce: finding the pain point of e-commerce dilemma of agricultural products

It is precisely because of the general trend of consumption shifting to the Internet that it is imperative for agricultural enterprises to get an electric shock. However, the sales volume of many agricultural enterprises has never risen, and even the management expenses and promotion expenses are high, and the problems in the intermediate links continue, and the e-commerce of agricultural products is not so beautiful at all.

where are the core issues? Flow.

just like traditional stores need enough traffic, e-commerce must also have enough traffic support. The dilemma of agricultural products e-commerce is essentially the traffic dilemma based on the whole e-commerce platform. Local farmers believe that taking the e-commerce platform with the highest sales volume of agricultural products as an example, there are three major problems in the cost and operation of simple online drainage.

the diversion cost of the platform is high. In order to reveal from the massive competitive products, the platform promotion methods such as keywords, drilling exhibitions and through trains are expensive and have become unbearable for some enterprises.

low brand awareness. With the development of e-commerce, the homogenization of products is serious, and it has even become a base camp for counterfeiting.

difficult explosion strategy. If you make explosions at a loss, consumers will not pay the bill as soon as the price is raised, and the ranking will drop immediately. At the same time, the platform will never lack competitors who make explosions at a loss, and enterprises are in a dilemma.

Therefore, it is an absolute misunderstanding that many traditional agricultural enterprises think that "they rush into the ocean of consumption as soon as they surf the Internet". The flattening of the Internet allows all businesses to compete on the same stage, and the previous barriers such as geographical restrictions and price protection are completely eliminated, and a large number of similar products can compete fiercely in a short time.

In addition, the online shopping has been developed for many years, and the agricultural enterprises that are already one step late have little experience to talk about in Internet marketing. If we talk about online, the agricultural enterprises will find it more and more difficult for e-commerce.

so, how do agricultural enterprises strive for flow from numerous homogeneous competitions?

second, the overall view of traffic: look at the overall consumers, not just online

agricultural enterprises jump out of the traffic and look at the traffic, you will find that the essence of agricultural products e-commerce needs is consumers, and the essential purpose of e-commerce promotion is to attract more consumers to their own e-commerce stores, not just to attract network users. Therefore, agricultural enterprises should rely on the online consumer base of e-commerce platform, but also give play to their offline advantages.

Agricultural enterprises naturally have offline advantages. As a traditional industry, agricultural enterprises have accumulated relatively perfect offline promotion and sales channels for many years, and formed a stable passenger flow in these channels. These passenger flows are very clear potential customers compared with users whose networks are uncertain. Diversion from their own channels can quickly realize the concentration of enterprise e-commerce platform users.

brand is an important basis for consumers to choose, and the offline brand influence accumulated by agricultural enterprises over the years is also an advantage online. As more and more brand enterprises go online, they will also face more brand pressure.

For traditional categories such as agricultural products and food, offline life scenes can achieve rapid concentration of consumers. There is a saying circulating on the Internet, "Is it that netizens don't go to the streets or passers-by don't go online?" A person's shopping behavior is combined online and offline, not isolated.

Third, the overall view of the model: online and offline integrated business model

For agricultural products and food, although the total demand is large and growing rapidly, it still belongs to the small category of e-commerce, and most consumers still use traditional channels for their consumption. Therefore, for agricultural products, e-commerce is by no means a challenge and a substitute for traditional channels, but more should be "integrated" with traditional channels, and the business model can be upgraded and improved by integrating the business model of "e-commerce+traditional channels".

With the development of the Internet era, the difference between online and offline has been blurred or even disappeared because of the subversive role of the mobile Internet. Therefore, there is a phenomenon that traditional businesses establish a new online and offline integrated business form based on offline consumers. In short, it is to collect data offline and link to online sales, making important traffic sources such as Internet platforms and e-commerce companies more accurate and effective. E-commerce of agricultural products is likely to create a marketing miracle. What agricultural enterprises need to do is to make good use of internet plus, so that online marketing can start from their own advantages and upgrade their business models.