1. The product standardization degree is low. Products are the basis of channel circulation, and high-quality and standardized products are of great significance to the circulation of the whole agricultural products. The production of agricultural products can not be separated from land resources and water resources, which determines that agricultural products can not be concentrated in a small space like industrial production, so agricultural production is often very scattered, and scattered planting makes its scale relatively small, difficult to concentrate and information quite scattered. At the same time, as a non-processed product, it is difficult to unify the external size and internal quality of agricultural products, and it is even more difficult to control them manually, so it is very difficult to standardize planting.
2. The channel is too long. The typical marketing channel of agricultural products starts from producers (farmers) and then sells agricultural products to wholesalers in the producing areas. Many wholesalers themselves undertake the functions of logistics providers, and then wholesale agricultural products to wholesalers in the places of sale, then to retailers in various farmers' markets, and finally to the final consumers. Generally, it takes 4 ~ 5 channel lengths. The long channel has brought many problems. First, the whole circulation time of agricultural products is too long, which has caused deterioration and loss of many fresh and fruit agricultural products in the circulation process; Secondly, the price difference and change are even greater. Because the circulation channel is too long, the price difference between primary producers and final consumers is often very large, even reaching several times. Moreover, because the channel is too long, we can't grasp the price changes at all levels of the market well, which leads to great price changes. Finally, the information flow of agricultural products is not smooth, because the channel is too long, there are too many related interest groups, and the supply and demand information of many agricultural products is not smooth, which leads to the inefficiency of the whole channel.
3. Primary agricultural products lack brand building. On the whole, the producers and sellers of agricultural products in China have almost no brand awareness, whether it is management or advertising. According to some data, the agricultural products processing enterprises in Xiangxi Prefecture of Hunan Province are mainly grain, tea, kiwifruit, fruit, tobacco leaves and Chinese herbal medicines, of which only four are famous trademarks and three are famous brand products in Hunan Province. There are 14 enterprises that have obtained various certifications, and 6 enterprises have established technology research and development institutions with scientific research institutes. At the same time, there are 68 other famous brand agricultural products, accounting for only about 13 of the total number of trademarks in the state. Most of these are regional famous brands, or further, local famous products, which have not yet met the basic requirements of brands, let alone well-known brands.
From the domestic market, for a long time, the management consciousness of "emphasizing quantity over quality" has been deeply rooted, especially the agricultural products of some small retail stores are basically made by traditional manual workshops, with no quality and technical requirements at all. They only pay attention to the freshness of vegetables, fruits and other products, and rarely pay special attention to brands. Many people think that only when they enter the factory, the products processed by the production process are the real "commodities", while the products in the field are not so harsh. Anyone who wants to buy beans will become a topic of ridicule or discussion. All these have virtually affected the international competitiveness of China's agricultural products. For example, vegetables in Shandong province have a large output and good quality, and have become a pillar industry of the local rural economy, and their products sell well in the north and south of the country. However, it is difficult to see Shandong brand vegetables with bar codes in supermarkets in metropolis, and they can only be sold in farmers' markets. Shandong also exports a large amount of vegetables, most of which are exported to Japan and South Korea. However, it is difficult to see the vegetables labeled China Shandong in foreign markets. We can only provide foreign businessmen with primary products and then sell them with their trademarks, which leads to the dilemma of "making clothes for people".
4. Agricultural products are homogeneous and brands are difficult to distinguish. It is the most basic function of brand management to facilitate consumers to identify the source of goods and distinguish them from competitors' products, and it is also the starting point for producers and operators to brand their products. At present, there are many similar agricultural products on the market, especially city supermarkets. Although they are produced by different producers, it is often difficult for consumers to distinguish between two similar products when buying agricultural products.
At present, some places begin to attach importance to the registration of agricultural products, but most of them lack regional characteristics. Often, it is because others have registered trademarks, and they have also registered trademarks, and they have not given full play to the characteristics of their local products. This "follow the trend" effect has largely led to repeated competition. This has led to the decentralized situation of "one featured product, multiple registered trademarks".
With the rapid development of agricultural science and technology, the quality difference of different agricultural products is getting bigger and bigger. Even if the two brands of agricultural products can meet the relevant national quality standards, or even meet the green food standards, there may still be great quality differences, such as flavor, texture, taste and so on. These differences can't be recognized by the naked eye and consumers can't taste them before buying. Therefore, consumers need to have a logo that is easy to identify, and this logo can only be a brand. Many producers in China don't have strict substantive measures to improve product quality. The mode of production still follows the previous retail operation, the use of chemical fertilizers and pesticides is still not standardized, and the products on the market are not packaged. Not to mention whether such brands meet the health and environmental protection standards, people can't recognize them just by their appearance, and they can only rely on the loud shouting of vendors, let alone earning foreign exchange abroad. Even at home, the market prospect of such products is worrying? .
5. There are too many participating members in the marketing channel. The channel participants of agricultural products include a large number of various producers and consumers, as well as various middlemen connecting the two types of members. At present, the consultation of agricultural products in China is mainly private and individual, with small scale and weak strength. These excessive and scattered channel participants have greatly hindered the formation of scale economy and category economy of agricultural products. Moreover, due to too many participating members, there are related problems such as redistribution of interests, information filtering of agricultural products, and local protectionism.
6. The channel organization function is not perfect. At present, the marketing channel system based on agricultural products wholesale market and farmers' market has played an important role in the circulation and sales of agricultural products, but it can not effectively solve the contradiction between small and medium-sized production and large market. The production of agricultural products is mostly scattered and small-scale production, with small vegetable plots and many varieties, which is basically manual operation, and the consumption of agricultural products in large and medium-sized cities has the characteristics of concentration. How to concentrate scattered small batches of agricultural products has not been well solved in most cities. In addition, the established wholesale market can not fully meet the needs of economic and social development in terms of market facilities and trading methods, and there is still a certain gap from the modernization of agricultural product marketing channel system. These problems have seriously affected the speed and quality of agricultural products circulation.
7. The circulation radius is too small. The sale of agricultural products in China presents strong geographical restrictions. Take the wholesale market of origin as an example, most agricultural products are sold near the origin, and the quantity and proportion of products exported to the sales place are limited, which often leads to the embarrassing situation of surplus agricultural products and shortage of sales places. The lack of regional circulation of agricultural products leads to a large number of agricultural products gathered near the place of origin, which can not be exported, resulting in oversupply of agricultural products in the place of origin and unsalable dilemma. Smooth and efficient marketing channels can effectively ensure the basic balance between supply and demand of agricultural products, protect the interests of producers and consumers, and maintain the stable balance of agricultural production in China.
8. It is wrong to think that the famous brand certification of green products will increase the production cost. With the enhancement of consumers' concept of healthy consumption, green brand agricultural products are increasingly welcomed by consumers for their distinctive image and safe quality. We closely combine the implementation of brand strategy with the development of pollution-free agricultural products, green food and organic food production. Through the creation and promotion of green brands, consumers will feel value for money, become a fixed consumer group, and enhance the market competitiveness of high-quality green products. However, many enterprises don't know enough about green and healthy brands, pay enough attention to them ideologically, and the measures to create famous agricultural brands are not effective enough. They are worried that the certification of famous brand products will increase production costs. In fact, this kind of worry is unnecessary. Although China has implemented the famous brand certification of green products, it is still in the stage of trial and support, and the cost of certification is quite low. Moreover, this cost is negligible compared with the significant benefits obtained after certification.