The autumn wind blows, and crabs are raised in the corners. The annual hairy crab season is coming, and crab merchants in our circle of friends have already begun to warm up for sales.

However, compared with previous years, a recent action has brought new changes to this industry.

01

Breaking the situation

In the name of e-commerce shopping

On September 16, at the Yangtze River Delta Regional Cooperation Office and Shanghai Under the joint guidance of the agricultural authorities of Jiangsu, Zhejiang and Anhui provinces, the first Yangtze River Delta Hairy Crab Cloud Spelling Festival opened in Shanghai. At the opening ceremony, Taihu Lake, Gucheng Lake, Hongze Lake, Changdang Lake, Gaoyou Lake, Dazong Lake, Nanyi Lake, Wuhu, Xinghua and other high-quality hairy crab producing areas in the Yangtze River Delta jointly launched Duoduo and jointly established The "Yangtze River Delta Hairy Crab Cloud-based Quality Alliance" promotes the integrated and high-quality development of the Yangtze River Delta hairy crab industry. In response to the development of the hairy crab industry, relevant parties have given targeted measures from the present to the future, from production to sales:

1. Sales: Promote consumption and ensure quality

Agricultural products Many problems are related to the connection between production and sales. Pinduoduo first solves this problem: in the next few days, the official flagship stores of the aforementioned high-quality production areas will be launched on Pinduoduo. By then, consumers can directly purchase good crabs from the major production areas. And affordable, high quality.

In the past, hairy crabs had problems such as insufficient jin and shaoliang, and Yunpin Festival also introduced the concept of "full jinzuoliang" for hairy crabs for the first time in the industry: after merchants promise to have enough jinzuoliang, they will be displayed on the title page and The details page displays the label "Zu Jin Zu Liang". After receiving the product, consumers can remove the rope and weigh the crab. If the loss is higher than the industry standard, the platform will compensate.

2. Industry: Cultivate e-commerce and set standards

If the above measures solve the current situation, the next measures are to plan for the future.

The first is channel reshaping. In the past, due to the many circulation links, although the price of hairy crabs was high, crab farmers did not benefit much. Now that the traditional industrial chain benefit distribution model is solidified, a new production and marketing system should be established with the power of the Internet. On the day of the event, Pinduoduo announced the launch of the “Yangtze River Delta New Crab Farming Plan”. By opening up green channels for merchants to settle in, personalized e-commerce training in production areas, and providing tens of billions of subsidies, limited-time flash sales and other traffic support methods, we plan to help the Yangtze River Delta hairy crab production areas cultivate 100 leading e-commerce companies and 1,000 e-commerce companies in the next five years. merchants and create an online incremental market of 20 billion yuan.

In the future, with the help of the platform, crab farmers will transform into hairy crab e-commerce merchants and directly connect with consumers through the platform. On the one hand, it obtains the benefits of the circulation link, and on the other hand, it directly faces consumers, and can optimize the source breeding model according to consumer demand.

Of course, online and offline are two circulation systems, with different methods of purchasing and contract fulfillment. For hairy crabs to go online, unified industry standards must also be established. To this end, Pinduoduo teamed up with the Jiangsu Provincial Freshwater Fisheries Research Institute to jointly formulate the "Yangtze River Delta Hairy Crab Industry Standards" to optimize the breeding model and improve the e-commerce sales standards for hairy crabs. On the one hand, it helps crab farmers save breeding costs, and on the other hand, it regulates merchants and cracks down on industry chaos such as shoddy goods, water injection of crab ropes, and false propaganda.

Pinduoduo introduced that it has also invested a lot of money and resources in this Cloud Pinduo Festival to achieve two core goals: to enable the platform’s 683 million users to buy products directly at the most affordable prices. Produce sufficient amounts of high-quality crabs; break the existing production and marketing chain, allowing crab farmers to become the main body of benefit distribution in the entire industry chain, and achieve both high yields and good harvests.

02

Reshaping

Pinduoduo behind agricultural upgrades

Some experts have concluded that there are four types of agriculture in the world: The United States is Big countries have big farmers, Europe is China's middle peasants, Korea and Japan are small countries and small farmers, and China is a big country and small farmers. Among them, agricultural modernization with Chinese characteristics is the most difficult in the world. The difficulty lies in the word "small". Incorporating hundreds of millions of small farmers into the development track of modern agriculture has also become the direction of efforts in all aspects.

How to do it? There is one thing that has gained the most knowledge: turning small farmers into large farmers through professional cooperatives.

In the field of crabs, some provinces and cities have also begun to take action. For example, Huzhou, Zhejiang, has more than 20 breeding cooperatives and 1 industrial and agricultural cooperatives. It has created large-scale breeding bases and high-standard demonstration parks, and built a lake crab characteristic Agriculturally strong town.

By “fighting” at the organizational production level, it is possible to achieve scale, technology, standardization, and branding. This is a joint tank at the offline level, and Pinduoduo has given wings to this tank. Taking Pinduoduo’s Hairy Crab Online Festival as an example, it has brought at least four aspects of value:

1. Group sales and direct chains

Agricultural products are different from industrial products. Due to strong seasonality and short shelf life, sales must be completed within a short period of time, otherwise they will be unsalable and rotten.

Pinduoduo started from agriculture, and its predecessor was Pinhaohao, which specializes in fruit grouping. It can be said that "Mud on the feet and dirt on the body" is Pinduoduo's background, and "Pin" is its gene. The group-building model, social traffic, and game play allow Pinduoduo to gather the originally massive but scattered consumption in a short period of time, thereby solving the problem of agricultural product sales and making unconventional allocations of demand and production.

Moreover, Pinduoduo has also formed an "ultra-short chain" that goes directly to the production area, with few links and low natural costs. Farmers and consumers at both ends of production and sales have become beneficiaries. For example, the hairy crabs cut out the middleman and are directly connected to the dining table from the place of production. You can see the freshness, affordability and quality.

2. Reverse guidance of production

The small-scale farmer model and the lack of information have brought another problem to China's agricultural production: products that are easy to sell are flocking to them - prices fall and products are unsalable - farmers Loss of production steering – lack of supply and price increase. The production and sales docking platform built by Pinduoduo can, on the one hand, bring stable and large-scale orders to farmers, and on the other hand, it can also guide production. In addition, e-commerce is a collection of data, and data is a new production factor in agriculture. When data is injected into agriculture, it can help build modern agriculture.

For example: Yacon is grown by many growers in Yunnan, but cannot be sold because it is only used to make soup in Guangdong, Guangxi, Fujian and other places. The Pinduoduo agricultural product team discovered this product and believed that its value is not limited to this. So the platform took the initiative to push the product based on understanding the user's needs, and as a result, the demand exploded. The same is true for hairy crabs. It is reported that Pinduoduo has established a cloud-based expert group within Pinduoduo to help the origin optimize the input and output of the breeding process over a longer period of time based on consumer demand and data. For example, based on the preferences of different regions and consumer groups, Formulate a full-time breeding plan to further enhance the added value of the entire hairy crab industry chain.

3. Branding of agricultural products

It can also be seen from the case of yacon that Pinduoduo’s model helps create hit products. In addition, Pinduoduo has also taken many measures to promote it. Taking this cloud festival as an example, the official has listed activities such as "Open Lake Fishing", "County and Mayor Live Broadcast", and "Ten Thousand Groups", etc., and offer limited-time sales. , tens of billions of subsidies, search and other entrances. These measures can make it "sellable" now, but they must also "sell well" in the future. One of the keys to achieving the latter is branding. For example, Yangcheng Lake hairy crabs are sold to a large extent as the regional brand "Yangcheng Lake".

4. Standardization of agricultural production

Standardization of agricultural production is difficult, but Pinduoduo is trying. Take the "Yangtze River Delta Hairy Crab Industry Standard" released this time as an example. In addition to including standards for e-commerce grading standard systems, post-production processing solutions and other circulation links, breeding is also involved: "According to the consumption characteristics of e-commerce hairy crabs , regional characteristics and key specifications, etc., and carry out short-chain correspondence with the product characteristics, production cycle and production period of the Yangtze River Delta production areas, and work backwards to further optimize the structure and technology of the breeding end to form a marketable market, improve the quality of food, and improve the general public The income of crab farmers” - the purpose is very clear, to secure the origin and create good crabs from the source.

In summary, agricultural upgrading requires the joint efforts of both online and offline, production and marketing. The cooperative is like Pinduoduo in the production field. The difference is that it "joins" farmers together, while Pinduoduo in the circulation field joins together demand and combines digitalization and industrialization. Cooperatives + Pinduoduo, together, provide new impetus for China’s agricultural upgrading and agricultural product supply chain reshaping.

03

Will the Yangtze River Delta become a breakthrough in modern agriculture?

This time, Pinduoduo’s hairy crabs have another special feature: the region.

On the one hand, the crab farming area in the Yangtze River Delta accounts for about 55% of the country's farming area, its output is 62.4% of the country's, and its output value is about 65% of the country's. In addition, its consumer groups are relatively concentrated. The groups that consume hairy crabs nationwide are mainly concentrated in the Yangtze River Delta, Beijing, Hunan, Hubei, Chongqing and other related areas.

On the other hand, the Yangtze River Delta region is also one of the regions with the most active economic development, the highest degree of openness, and the strongest innovation capabilities in China. It should be at the forefront of modern agriculture in the country. At the end of last year, the "Outline of the Yangtze River Delta Regional Integration Development Plan" was issued, and the integration of the Yangtze River Delta was elevated to a national strategy. To promote the integration of the Yangtze River Delta, agriculture as the foundation is naturally also a top priority.

However, the three provinces and one city in the Yangtze River Delta have different resource endowments and different levels of agricultural and rural development. If they want to shoulder important responsibilities, they still have a lot to work hard on. For example, although the Yangtze River Delta is the main producing area for hairy crabs, it has long faced a series of issues that need to be resolved, such as inconsistent regional agricultural standards, regional agricultural product brand building, and the establishment of a regional integrated agricultural product production and marketing docking platform.

Today, taking hairy crabs, the most distinctive agricultural product in the Yangtze River Delta, as the entry point, one city and three provinces are linked together, and e-commerce platforms such as Pinduoduo are working together to create an integrated agricultural product production and marketing platform in the Yangtze River Delta, and in the new agriculture Strengthening cooperation in areas such as talent e-commerce training, new digital agriculture infrastructure, and regional brand building will not only contribute to the high-quality development of the hairy crab industry, but is also in line with the integration of the Yangtze River Delta. To be made into a benchmark case for integrated agriculture in the Yangtze River Delta, it can also provide effective reference and reference for the subsequent development of modern agriculture in the Yangtze River Delta and even China.

Of course, agricultural modernization still faces many problems, and agricultural standardization still has a long way to go. Specific to hairy crabs, online sales currently account for only about 4% of total sales. More ideas and methods are needed in the future. At least for now, we have seen the efforts of the Yangtze River Delta and Pinduoduo.

Source/Logistics Information (ID: wuliuzhiwen)

Author/Ye Shuai