Report on the e-commerce of agricultural products in Ariel in 2020 From Ali Research Institute

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The following is the Report on the e-commerce of agricultural products in Ariel in 2020 From Ali Research Institute recommended by recordtrend.com. And this article belongs to the classification: Electronic Commerce, research report.

1、 Development trend of agricultural products e-commerce

There are five key words in the development of agricultural products e-commerce: digitalization, new retail, small town youth, branding, small and beautiful. Based on these five key words, there are five trends in the development of agricultural products e-commerce.

（1） Digital full link penetration increases gradually

The central document No.1 pointed out that we should strengthen the construction of modern agricultural facilities and speed up the application of modern information technology such as the Internet of things, big data, block chains, artificial intelligence, the fifth generation mobile communication network and intelligent weather in the agricultural field. With the advent of 5g era, Rural Revitalization and digital agriculture related policies will jointly help digital agriculture enter a period of rapid development. The next five years will be a window period and an opportunity period for the development of digital agriculture.

Ali is actively engaged in the construction of digital agricultural base, breaking the traditional small, scattered and disordered mode of small farmers in China, establishing 1000 large-scale digital agricultural bases, realizing the direct supply of high-quality agricultural products from the origin, so that consumers can eat safer and more quality food; with the aid of high-tech supply chain, it helps farmers improve the efficiency of planting, circulation and sales, thus increasing farmers Income.

（2） Continuous innovation of online and offline integration mode

The new retail market pattern will be reconstructed by focusing on the consumers’ shopping experience, logistics distribution efficiency, purchase convenience and the new retail with online and offline integration.

The expansion of base direct purchase, community group purchase, community consumption, live delivery with goods and other modes promotes the integration of consumption experience, the improvement of supply chain efficiency and the extension of consumption scenarios, so as to better solve the problems of agricultural product selection and food safety, and further highlight the important competitiveness Value of high-quality agricultural products.

HEMA uses data to accurately locate consumer demand, restructures fresh supply chain and “people, goods and markets” through order agriculture to realize the perfect combination of new agriculture and new retail.

（3） The consumption potential of young people in small towns will be gradually released

With the advancement of national urbanization process, the growth of per capita consumption level, the improvement of Internet coverage, and the gradual improvement of e-commerce infrastructure, the consumption power of young people in small towns shows a rapid growth trend.

Driven by online celebrities and opinion leaders, live e-commerce and social e-commerce have gradually changed the consumption concept of urban and rural residents. Taobao special price and cost-effective application have lowered the trial threshold of small town youth.

Consumers in the sinking market have listed the quality and quality of commodities as the most concerned indicators, surpassing the price factors, and consumers’ attention to the indicators such as reputation evaluation and brand awareness has also been on the rise, and the price factor is the third.

（4） The interaction between digitalization and branding to enhance the ability of agricultural product premium

The construction of regional public brand of agricultural products promoted by the Ministry of agriculture and rural areas is conducive to promoting the development of agriculture by quality and brand.

In the process of interaction with digital, through the accumulation of consumer purchase and evaluation data, we can master the value of brand in the minds of consumers, and at the same time feed back to the whole production and supply chain, so as to improve the consumer experience.

The digitization of the whole agricultural industry chain is helpful to evaluate the input-output ratio, clarify the source of premium and promotion strategy.

The popularity of E-commerce makes the government pay more attention to the integration of product and effect of regional public brands of agricultural products (that is, paying attention to the sales results brought by brand communication), which will drive and support a number of enterprises to build agricultural products brands and enhance the premium ability of regional agricultural products.

（5） The subdivision of consumer demand gives birth to a series of small and beautiful forms

The imbalance of the level of economic and social development and the difference of regional eating habits make Chinese consumers’ consumption demand for agricultural products different.

The emergence of live e-commerce and social e-commerce has lowered the threshold for ordinary users and producers to become businesses.

Short chain agricultural modes such as farm docking community and e-commerce transformation of farmers’ cooperatives provide producers with opportunities to contact more consumers without taking scale as the goal, thus achieving a certain balance of supply and demand.

More entrepreneurs with cross industry experience become new farmers and pay more attention to the interaction and experience of consumers, bringing new forms of products and services.

Based on the landmark agricultural products, small and beautiful products are innovated according to different consumer experience scenarios, and the form of superimposed services will bring more subdivision fields for the agricultural product consumption market.

2、 Suggestions on promoting e-commerce development of agricultural products

The development of e-commerce for agricultural products is facing problems such as high operating costs, imperfect supply chain services, low degree of production organization and imperfect supporting resources. In view of the above problems, the specific suggestions are as follows:

（1） Improve operational capacity and efficiency

Promote digital production and supply and consumption data link, connect production and marketing resources nearby, reduce link loss; promote multi-channel and multi platform, pay attention to traffic efficiency and user feedback; strengthen operation ability training at different levels and links; reasonably allocate and use production and processing resources, and strengthen the ability to determine production by sales.

（2） Cultivating multiple service subjects

Local training or introduction of supply chain sub role service providers to solve the problem of specialized services from primary agricultural products to commodities; production entities of different scales correspond to local markets or national channels nearby; for fresh food production areas, establish cold chain logistics centers, integrate orders and reduce logistics costs.

（3） Strengthening the construction of farmers’ cooperatives

We should encourage farmers’ cooperatives to make e-commerce transformation by connecting with network channels, encourage young people to return home and become the backbone of e-commerce in cooperatives, and encourage small and scattered farmers to organize to set up cooperatives, clarify their responsibilities and rights, and play a leading role through the creation of typical models.

（4） Gradually improve supporting resources

In view of the remote and backward areas, we should strengthen the construction of transportation, logistics and other infrastructure; encourage excellent e-commerce talents to return home through hierarchical talent training, or adopt the dual city office mode; integrate financial resources such as Alibaba and local banks to support e-commerce entrepreneurship; and strengthen the construction of supporting agricultural product supply chain system.

Zhang Yunhua, Vice Minister of the Rural Economic Research Department of the development research center of the State Council, pointed out that Alibaba has made active exploration and accumulated rich experience in building a new digital agricultural infrastructure, opening up the whole agricultural link, and helping agricultural products go up. During the epidemic period, the important role of digital economy and digital technology was highlighted. With the development of digital technology, agricultural planned supply and demand docking has become possible. We expect Alibaba and other platform enterprises to make greater contributions.

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