Since the reform and opening up for more than 20 years, especially since the rural areas began to implement industrial development, a variety of adaptable sales channels have been formed in the process of agricultural products sales, but these channels also need to be improved urgently. In the process of constructing and perfecting agricultural products sales channels and expanding agricultural products sales methods, we should pay attention to three aspects: the branding of agricultural products, the influence of joining WTO on agricultural products sales and the transformation of government functions.

Keywords: three major problems in sales channels, improvement measures

At present, the vast majority of agricultural products purchase and sale systems have been liberalized, and the supply of agricultural products exceeds demand, making it difficult to sell agricultural products in many areas. It is of great practical significance to analyze and study the sales channels of agricultural products and find appropriate ways to improve the sales ability of sales channels for solving the urgent needs of farmers and other sales subjects, increasing farmers' income and promoting the development of rural industrialization.

First, the advantages, existing problems and improvement methods of various agricultural products sales channels.

Professional marketing

Professional marketing refers to the centralized sales of agricultural products by establishing a professional wholesale market with great influence and strong radiation. Professional marketing has been paid more and more attention by countries all over the world because of its many advantages.

Specifically, professional marketing has the following advantages:

1. Centralized sales and mass sales. For agricultural products with strong dispersion and strong seasonality, this sales method is undoubtedly a good choice. Farmers in Henan mainly sell high-quality watermelons to various places through professional watermelon wholesale markets.

2. Rapid response to information provides conditions for timely and centralized analysis and processing of market information and making correct decisions.

3. It can realize rapid centralized transportation, proper storage, processing and preservation to a certain extent. Solve the contradiction between the dispersion, regional and seasonal production of agricultural products and the concentration, national and perennial consumption of agricultural products.

However, in practice, the professional market still has the following problems:

1. The contradiction in market management is prominent and the market system is not perfect. In some professional sales markets, farmers' brokers, the main body of market sales, push down the purchase price on the one hand and raise the sales price on the other. Not only the interests of farmers are damaged, but also the price signal in the local market is distorted and the management is chaotic. In addition, there are many problems in tax management, such as different policies and standards, which also exist in some areas.

2. The information transmission mode is backward, and the ability to analyze and process market information is poor. In some professional sales, the transmission of market information still relies on oral communication and telephone communication to a great extent, and lacks interactive tools with wide coverage such as network; The centralized processing of market information cannot be realized.

3. The market supporting service facilities are not perfect and cannot effectively extend the market function.

In view of the above problems, the following improvement measures can be taken in the process of professional market construction:

1. Attach importance to the qualification examination of market operators, train qualified agricultural products brokers and provide follow-up training and guidance.

2. Establish a unified and efficient market management system, and divide the power and relationship among the government, managers and operators.

3. Improve the information system. It is suggested that the government establish an information exchange platform, build a website for agricultural products sales, and select excellent brokers to collect information for the website; At the same time, pay attention to the centralized processing of market information and make market forecasts.

4. In the process of agricultural products wholesale market construction, we should pay attention to the improvement of market functions and the matching of various service facilities.

(2) Sales of the sales company

Sales companies sell farmers' products through regional agricultural products sales companies and then export them. The relationship between farmers and companies can be defined by contracts or simple business relationships. This sales method has solved the contradiction between "small farmers" and "big market" to a certain extent. In the process of developing agriculture, Xiayi County has vigorously developed all kinds of sales companies, relying on the leading industries of towns and villages, effectively solving the problem of difficult sales of agricultural products.

In practice, selling agricultural products through sales companies has the following advantages.

1. Effectively alleviate the contradiction between "small farmers" and "big market". Farmers can concentrate on production and sales companies are engaged in sales. Sales companies can focus on sales and effectively analyze and predict market information.

2. Sales companies have the ability to concentrate agricultural products, which makes it possible to provide multiplication services such as preservation and processing of agricultural products, laying a good foundation for rural industrialization development.

However, from the actual operation process, there are still the following problems in selling agricultural products through sales companies:

1. High risk. Especially for the mode of establishing the relationship between farmers and companies through contracts, this mode has great risks because of the relatively complex organizational structure and weak contractual binding force. For example, when the supply of agricultural products exceeds the demand and the contract price is greater than the market price, the company does not purchase the contract agricultural products at the contract price. On the other hand, when the supply of agricultural products is in short supply, the market price is higher than the contract price, and farmers do not sell their products to the contracting company according to the contract, which leads to the loss of the company's interests.

2. There are administrative interventions in some places, especially in the process of restructuring state-owned circulation enterprises, and there are also administrative interventions such as "fixing production by sales", which leads to the failure of sales companies to operate normally.

3. There is a lack of effective legal norms between sales companies and farmers.

The following measures can be taken to solve the above problems:

Explore new organizational models. For example, try the model of "company+cooperative+farmer" or "company+large household+farmer" to find effective ways to avoid risks. At the same time, companies and farmers can also increase the default cost through special asset investment, mutual equity participation, cost prepayment or income prepayment.

Transform government functions. The government should adjust economic problems mainly through taxation, credit and other levers to reduce direct administrative intervention; At the same time, a number of influential "leading enterprises" will be supported through "supporting the strong and helping the poor" and preferential policies. Promote the optimization of local resources and accelerate the development of agriculture.

Accelerate the construction of legal system and improve rural economic laws and regulations. At the same time, it is necessary to strengthen legal education for participants, especially farmers.

(3) Cooperative sales organization

Cooperative organization sales refers to the sale of agricultural products through comprehensive or regional community cooperative organizations, such as circulation consortia, trafficking cooperatives, professional associations and other cooperative organizations. Generally speaking, the cooperative organization of purchase and sale does not sell agricultural products for farmers by buying out and reselling, but mainly by entrusting sales. The required expenses are solved by extracting commissions and handling fees.

The relationship between purchase and sale cooperative organizations and farmers is that they share interests and risks. The advantages of this sales channel are:

1. is conducive to solving the contradiction between "small farmers" and "big market" and reducing risks.

2. Purchase and sale organizations can also concentrate scattered agricultural products, which provides the possibility for the reprocessing and diffusion of agricultural products and lays the foundation for industrial development.

From the practical point of view, there are mainly the following problems in selling agricultural products through cooperative organizations:

1. Cooperative organizations generally lack effective legal identity as the main body of the market, which is not conducive to solving legal disputes arising in the sales process.

2. Farmers' voluntary and independent consciousness of participating in cooperative organizations is not strong. The driving force for the formation of various cooperative organizations is mainly the combination of administrative forces.

3. Due to the general lack of funds, it is difficult for cooperative organizations to effectively explore the market.

4. Cooperative organizations lack motivation and have high decision-making risks.

In view of the above problems, the following measures can be taken to improve:

1. Improve rural economic laws and regulations and establish a clear cooperative organization identity.

2. Guide farmers. We should guide them to join cooperative organizations, and we should not take compulsory measures in the process of guidance, but mainly encourage them to join voluntarily through demonstrations.

3. For cooperative organizations with development potential, the government should give support and help in terms of funds and manpower. At the same time, the cooperative organization itself should also pay attention to the accumulation of funds.

4. Introduce competition mechanism. For example, the establishment of more than one similar cooperation group will promote competition among cooperation organizations and work better. In the decision-making process, the decision-making level of the cooperative organization should coordinate and communicate with its members to reduce the decision-making risk.

(4) the sales of big sellers

In the tide of reform and opening up, many "capable people" who made a fortune by selling agricultural products have emerged in rural areas. Centralized purchase of agricultural products, and then sold to various places; Also have a plenty of contact with foreign businessmen to purchase agricultural products directly.

In practice, this sales channel has the characteristics of strong adaptability and good stability. Specifically:

1. Strong adaptability. Can adapt to the sales of various agricultural products, and focus on selling local agricultural products to various places. The emergence of large sales households in Shaoxing, Zhejiang Province not only solved the problem of difficult sales of agricultural products, but also prospered the local economy.

2. Good stability. Because the income of big sellers depends directly on their sales, which fully mobilizes the enthusiasm of big sellers, they will try their best to stabilize their sales, such as retailers' fixed-point sales and profit sharing.

However, as the main body of individual agricultural products sales, the following problems are often encountered in the process of market operation:

1. Poor information. It is difficult for a big seller who has transformed from a farmer to effectively collect, analyze and process market information and make a good market forecast in today's rapidly changing market information.

2. The risk is high. For large-scale farmers who transport agricultural products abroad, they will encounter many difficulties, such as weather, transportation and market conditions.

3. "Big family" lacks a deep understanding of market economy knowledge and has limited sales ability.

In view of the actual problems, the following measures can be taken to improve them:

1. The government should improve the information system and provide necessary information guidance to large households.

2. Guide large households to carry out commercial insurance. That is, the "big family" pays a certain premium to the insurance company, and the insurance company insures according to the actual situation.

3. Take measures such as hiring experts to guide, holding training courses, and holding regular experience exchange meetings to improve the sales ability of large sales households.

Direct sales of farmers

Direct selling of agricultural products by farmers means that farmers sell agricultural products to surrounding areas through their own human and material resources. In recent years, melon farmers in Henan have also adopted this sales channel in the process of selling melons, and achieved good results.

As an effective supplement to other sales methods, this method has the following advantages:

1. Flexible sales. Farmers can organize their own sales according to local sales and surrounding market conditions. This is not only conducive to the timely sale of agricultural products in the region, but also conducive to meeting the living needs of people in the surrounding areas.

2. Farmers get great benefits. Farmers' self-selling avoids the exploitation of brokers, middlemen and retailers, and can make farmers' friends get tangible benefits.

But the disadvantages of this sales channel are:

1. Small sales. Farmers mainly rely on their own strength to sell agricultural products, and it is difficult to form a scale.

2. The sales volume is unstable. Although the phenomenon of "swarming bees" can be avoided in the long run, in the short run, it is likely that the supply exceeds demand in a certain area and the price falls, which harms the interests of farmers.

3. Some farmers have poor legal awareness and health awareness, and are easily excluded by urban communities.

In view of the above problems, some measures can be taken to make up for them:

1. Set up direct sales outlets for agricultural products. Farmers should also learn some marketing skills to ensure stable sales by setting up direct sales outlets and establishing good relations with retailers.

2. Strengthen the education of farmers and help them establish legal awareness, environmental awareness and market awareness.

(6) Online sales and promotion

Network sales refers to sales through computer internet. As a new sales method, this sales method has been applied in some developed areas along the southeast coast and achieved certain results. With the popularity of the Internet, it can be predicted that this sales channel will become more and more important.

At this stage, this sales channel has the following advantages:

1. Widely publicized. It can let more merchants know about the supply of agricultural products in the producing areas, and make it possible to greatly increase sales through appropriate publicity and organization.

2. Large amount of information and strong information interaction. Through the internet, merchants from all countries can fully understand the information of agricultural products in the region and promote their purchase and sale behavior.

3. Save transaction costs. On the one hand, merchants don't have to come to the origin of agricultural products to understand the market, saving money for them will promote trading behavior. On the other hand, each sales subject does not have to run around to collect information, which saves the sales cost.

But on a large scale, there are still the following difficulties in online sales at this stage:

1. The network foundation is weak. So far, there is no influential agricultural product information website in many areas.

2. The penetration rate of network knowledge is low. In some areas, many farmers' brokers have never seen a computer at all.

3. China's e-commerce and online sales are in the initial stage, lacking perfect laws and regulations to restrict and regulate online trading behavior. At the same time, many counties and districts lack sales subjects with good reputation.

The following measures should be taken to improve the above problems:

1. The government supports network development in terms of policies, funds and manpower. At the same time, all localities should seize the opportunity of agricultural information network construction and establish agricultural products sales websites with regional influence in a relatively short time.

2. Increase information publicity, actively popularize network knowledge, and enhance the network awareness and information awareness of cadres and the masses.

3. The government gives policy support to online sellers to help them build their popularity and solve problems such as delivery.

Second, we should pay attention to three issues in the process of building components and improving agricultural products sales channels.

Branding of agricultural products.

With the improvement of people's living standards, people's consumption of agricultural products also tends to tilt towards high-quality brand names. Brand-name products will play an important role in expanding sales, increasing added value of products and deriving family brands. The sales process is directly related to the establishment of the brand, so all sales subjects should establish a sense of "overall situation" and establish and maintain local agricultural products brands.

Specifically, we should do the following:

1. Ensure product quality. Don't sell inferior products at the expense of long-term interests and overall interests for immediate and local interests.

2. Highlight product features. Only distinctive products can gain a firm foothold in the market, and all sales subjects should coordinate their actions and publicize the characteristics of local agricultural products.

3. Pay attention to brand protection, and the government will establish a brand management system in the whole process and make decisions on brand name and trademark protection.

(2) The influence of China's entry into WTO on agricultural products sales and the corresponding adjustment of agricultural products sales channels.

Due to the small production scale, low technical level and poor product quality of agricultural products in China, especially the low competitiveness of agricultural products in Datian, it is difficult to compete with foreign agricultural products with good quality and low price. Therefore, it can be predicted that foreign agricultural products will have a huge impact on China's agricultural products market. But at the same time, we should also see that joining the WTO will expand the foreign sales space of agricultural products. In the process of integration into the world, we can also use domestic and foreign resources and markets to increase the sales of agricultural products in China and accelerate the development of agriculture in China.

In order to do a good job in the export of agricultural products in China, it is necessary to adjust the sales channels of some agricultural products

1. Change the situation that the import and export business of agricultural products is mainly undertaken by provincial foreign trade companies, and set up county-level foreign trade companies to make them the main body to undertake the import and export business of agricultural products. The disadvantages of the sales model that the import and export business of agricultural products is mainly undertaken by provincial foreign trade companies are as follows: towns with good supply give priority to support, and towns with poor supply give up; Some information of farmers is difficult to reflect to provincial foreign trade companies; Provincial foreign trade companies can't know every town in the province very well. County-level foreign trade companies are closer to farmers and easier to communicate with township units and farmers.

2. Extend relevant sales channels and increase sales through various means. Coastal areas should set up foreign sales windows for agricultural products. At the same time, stabilize and improve the sales of agricultural products through compensation trade, contract trade and futures trade.

(3) Correct the role of the government and change its functions.

In the process of building components and improving agricultural products sales channels, the government should mainly provide services in the process of agricultural products sales, among which the key is to do a good job in the construction of information system, market system, quality standard system, policy and regulation system and rural financial system.