E-commerce of agricultural products is a process of introducing e-commerce system into the production, processing, circulation and sales of agricultural products, publishing and collecting information online by using information network technology, and completing the purchase, sales and electronic payment of products or services online by relying on production bases and logistics distribution systems. The promotion and development of agricultural products e-commerce is essentially to better solve the "three rural issues", and its role in agricultural products trading is as follows.
1. It is beneficial to increase farmers' understanding of agricultural products information.
Due to the limitation of their own knowledge, farmers don't know much about agricultural products market and are uncertain about agricultural information. Under the market economy, the unsalable agricultural products can be said to be a wave of unrest. First, potatoes in Inner Mongolia, then Chinese cabbage in Shandong and Liaoning, then green onions in Hebei, onions in Gansu, radishes in Guangdong and Liaoning, and so on. From an economic point of view, this is of course due to the lagging response of agricultural products to market demand, but the more important reason is that farmers do not know enough about the market. Small enterprises are out of touch with big market information, which leads to the lack of effective docking between production and sales. E-commerce of agricultural products can let farmers know the demand of agricultural products in different periods, understand the government's agricultural policies and the basic trends of peers, and enhance farmers' foresight of the market.
2. It is beneficial for farmers to have more say in price.
Agricultural e-commerce can be used as an information exchange platform to realize agricultural information exchange and knowledge sharing. The exchange of information is completed while collecting information, which reduces the proportion of information asymmetry. In the traditional transaction of agricultural products, the sales of agricultural products mostly rely on middlemen to buy, and farmers have no room for bargaining on the prices of agricultural products. Even if the prices of agricultural products continue to rise, farmers still cannot increase their income. Therefore, the implementation of e-commerce of agricultural products can broaden the sales channels of agricultural products, reduce the dependence on middlemen, and thus have more say in prices and share more fruits of China's economic development.
3. It is conducive to the diversification of agricultural products trading means.
At present, the trading methods of agricultural products in China are mostly spot trading and cash trading. Through the network, producers, consumers and operators can be linked to develop a variety of agricultural products trading methods. For example, in 2004, the first electronic auction of vegetables in Shouguang, Shandong Province, created a new way of agricultural products trading. With the development of China's financial industry, many qualified large-scale agricultural production bases or farms can use agricultural futures to trade or wholesale. Many modern trading methods, such as futures trading, forward contract trading, centralized bidding and order agriculture, can be applied to agricultural products trading, and agricultural activists should take this opportunity to actively build a variety of sales channels.
4. It is beneficial to reduce the transaction cost of agricultural products.
The Internet is spread all over the world, which can be used to release information on agricultural products resources to the world, publicize and promote rich and high-quality local agricultural products, expand the popularity of local agricultural products, and solve the standardization problem of local agricultural products. Farmers can use the Internet to advertise at a lower cost than traditional advertising media, and because the Internet has become an indispensable part of contemporary life, the influence of online advertising is wider than traditional advertising. Through e-commerce, farmers can reduce the participation of third parties or intermediaries, reduce intermediate trading links, shorten the supply chain, improve market operation efficiency and find high-quality customers. Of course, the characteristics of e-commerce require agricultural products and their processed products to be more standardized, so as to circulate smoothly and further reduce transaction costs.
Second, the main problems in the use of e-commerce of agricultural products
The application of agricultural products e-commerce mainly includes supply and demand information service and business service. The former provides all kinds of information for agricultural producers and saves costs. The latter can provide an information trading platform for agricultural products and shorten the supply chain of agricultural products. However, there are still a series of problems in the process of e-commerce construction of agricultural products.
1. The characteristics of agricultural products are not suitable for e-commerce.
agricultural product
From: model essay in outline format.
Production depends on natural conditions and resources, and planting and cultivation need a certain period, which is not conducive to storage. In addition, the differentiation of agricultural products is not obvious. Although many consumers prefer green and pollution-free products now, it is difficult to distinguish them intuitively. In addition, the proportion of deep processing of agricultural products in China is low, which makes it impossible for agricultural products to implement brand differentiation like industrial products. In the course of its operation, different commodities often have different use value preservation periods, and the use preservation period of agricultural products can be said to be the shortest. Many agricultural products, such as fresh products, are not easy to preserve, which makes it difficult to sell them over long distances. At the same time, because the response of agricultural products to market demand is lagging behind, the demand forecast for the next period is often based on the previous demand, which leads to the mismatch between supply and demand. Therefore, it is decided that agricultural e-commerce needs organized third-party intervention.
2. E-commerce technology is not high and rural infrastructure is not perfect.
E-commerce in China is still in the development stage, with a late start and relatively weak technology. There are still some problems in the application process, such as imperfect financial system, imperfect logistics and distribution, and low commercial reputation. Many rural computers are very low per capita and are mostly used by government officials. Even though agricultural websites have grown rapidly in recent years, the quality of website construction is not high. Many websites about agricultural products have slow access, unstable services, outdated pages and inconvenient links. In rural areas, farmers mainly rely on postal savings, credit cooperatives and other financial institutions to carry out some storage business, lacking all kinds of modern financial tools, and even if there are, the utilization rate is very low, and the capital flow in commercial links cannot be well converted and circulated. The underdeveloped financial industry makes it difficult for many payment methods on which e-commerce depends to play their roles. At the same time, due to inconvenient transportation, remote location and imperfect rural logistics, it is difficult to transfer the use value of agricultural products, further narrowing the sales channels of agricultural products.
3. Informatization and e-commerce are seriously deformed in rural areas.
Informatization refers to the historical process of making full use of information technology, developing and utilizing information resources, promoting information exchange and knowledge sharing, improving the quality of economic growth, and promoting economic and social development and transformation. It not only requires the construction of computer-based information network system, but also requires advanced production relations and superstructure to adapt to it. However, there are still great problems in the promotion of rural informatization in China.
According to CNNIC statistics, as of June 30th, 20 1 1, among the nearly 485 million netizens in China, 73% were urban netizens and 27% were rural netizens. Among them, netizens who are farmers account for 5.3%, higher than in previous years, but there are still many problems. For example, the illiteracy rate in rural areas is still high, the level of science and technology in rural areas is low, and the computer ownership rate is not high. The government's promotion has not really benefited the people. In many places, the object of computer education is mainly rural party member and adults. The main purpose of computers and other equipment is only propaganda terminals, but party member lacks enough enthusiasm for them, and interested teenagers have no chance to learn. This also hinders the promotion of e-commerce in rural areas, and then affects the application of e-commerce of agricultural products.
4. There is a shortage of talents engaged in e-commerce related to agricultural products.
The reason of talent shortage can be analyzed from two aspects. First, the rural economy is low and the cultural and living environment is poor. Many managers who know e-commerce and understand e-commerce are reluctant to go to rural development. But to make today's agricultural workers
It is even more difficult for farmers to learn e-commerce and tap talents from it, which also affects the rapid development of rural e-commerce. Second, due to the low education level of rural production workers, bound by traditional concepts, they don't have enough confidence in new things, and think that the so-called e-commerce is just selling things online. If you don't understand other functions of e-commerce, you can't realize the benefits of mastering information for your competition in the information age. Many farmers still have a serious awareness of small farmers and do not understand and respect laws and regulations. Third, the new mode of e-commerce of agricultural products.
From the above analysis, it can be seen that because there is no perfect online sales system in rural areas, it is difficult to gather scattered farmers on e-commerce platforms such as Taobao, and therefore it is impossible to solve the problems of production, supply and marketing with the traditional C2C model. If B2C is carried out by enterprises like industrial products, it is not in line with the current situation of agricultural products management in China. Therefore, it is necessary to apply a new e-commerce model in the field of agricultural products.
1.P2B2F mode
P2B2F mode is a one-stop convenient shopping mode, which connects farmers and family-based consumers through business-to-business e-commerce platform, shortens the distance between production market and consumer market, and thus smoothly realizes the circulation of commodity information flow and business flow.
P stands for self-employed, B stands for enterprise and F stands for family. This electronic mode is mainly based on B2F e-commerce mode. Classify the transaction objects by family, and provide one-stop service and efficient free distribution. It should be emphasized that this e-commerce model is mainly aimed at areas within the jurisdiction, such as the same province and the same city. This is mainly to ensure product quality and reduce transportation costs. In the upstream of products, enterprises can ask farmers to classify and package products according to specifications, and then set up purchasing stations to regularly purchase goods from farmers. The establishment of an enterprise can set up an ordering point in the community, or publicize it to families in the form of a product catalogue, leave an ordering phone number and website in the catalogue, and distribute agricultural products after receiving the order. You can pay in advance or online. In the production process, farmers can decide what agricultural products to plant according to the information fed back by enterprises, and consumers can also buy safe and reliable agricultural products with more confidence and more affordable. The transaction operation flow of P2B2F is shown in figure 1.
The application of this e-commerce model is generally focused on the small-scale sales of fresh agricultural products. At present, this e-commerce model is in its infancy, which requires not only an online information system, but also many physical stores and distribution personnel. In practice, enterprises can take retail entities such as supermarkets as their ordering points and distribution points, and then establish a wide sales network.
2.B2B2C mode
B2B2C mode means that e-commerce service providers put producers and consumers on the same e-commerce platform, and both parties can reach a purchase and sale agreement as long as they are interested.
This type is special, which is a special case of B2B, that is, when an enterprise sells goods to another enterprise, it will also sell a small amount of goods to individuals or corporate customers. The first B stands for suppliers of goods or services, the second B stands for enterprises engaged in e-commerce and C stands for customers. Including the existing business models of B2B and C2C platforms, closer to the B2C model. The platform completely integrates the different needs of enterprises and individual customers on one platform, which not only saves inventory and logistics, but also has better profitability. For agricultural products, this is undoubtedly a good choice. There are many enterprises engaged in agricultural production in China. Because they already have a strong scale and certain brand strength, there are certain sales channels offline, and they can directly contact and negotiate with consumers through the e-commerce network platform. P2B2C transaction operation flow is shown in Figure 2:
Typical cases of this model are Qixia Apple Electronic Trading Market in Shandong, and the electronic market of Qixia Apple Electronic Trading Market Company in Shandong is "China Apple Trading Network". The electronic trading modes of Qixia electronic trading market mainly include electronic order trading, electronic bidding trading and electronic bidding trading. In electronic order trading, buyers and sellers send out buying and selling in the electronic order trading system respectively.
China is free and paper net is free.
When making an offer, the electronic trading platform will make a transaction according to the principle of price priority and time priority, determine the transaction price of the buyer and the seller and generate a transaction contract. If the buyer does not want to buy after the transaction, he can transfer the contract through the trading platform, and the difference of the transfer can be obtained by the ordering party, that is, the buyer.
3.P2G2B2C mode
This is an improved model of P2B2C. In this mode, government departments participate in the allocation of resources in the market. The government can establish some targeted e-commerce websites according to farmers' market demand, such as China Agricultural Information Network, Fujian Tieguanyin Network and Qinghe Cashmere Goat Network. The government can also accept farmers' orders and arrange local farmers to produce according to the orders. The government can organize local collective economy development, form regional brands, and then sell products to consumers through enterprises. At the same time, the government can concentrate manpower, material resources and financial resources to strengthen infrastructure construction, create more convenient logistics, finance and communication, strengthen the connection between farmers, shorten the supply chain of agricultural products, and strengthen the transformation of agricultural products' capital flow, information flow, business flow and personnel flow.
Four conclusions
To sum up, agricultural products are different from industrial products, service products and financial products, and the traditional e-commerce model cannot be borrowed, so it is necessary to improve and innovate the e-commerce model. Although there are still many problems in the development of e-commerce of agricultural products, with the innovative application of e-commerce model suitable for agricultural products, the problems of production, supply and sales of agricultural products will be effectively solved. This is conducive to achieving China's "three rural" goals and allowing farmers to share the fruits of economic development.