Is feed e-commerce a myth or a joke?

E-commerce is the product of the Internet age. At present, the wave of e-commerce has swept through people's life, work, study and consumption, and its service and management also involve the government, industry and commerce, finance and users, which has greatly changed people's production and lifestyle. The Morgan Stanley report points out that "e-commerce is one of the main economic driving forces in China" and predicts that by 20 18, e-commerce will account for15 of Chinese consumption expenditure.

In contrast, due to the particularity of agriculture and animal husbandry, the development of e-commerce is relatively slow. From 20 12, feed raw materials, additives, feed and aquaculture products in agriculture and animal husbandry industry began to test water e-commerce and conduct online sales. Although it started late, it has a strong momentum and is doing well. Various feed Taobao stores, Tmall stores and online shopping malls have mushroomed. I don't know when, "Double Eleven" and "Double Twelve" are not only carnival days for clothing, electronic products and fast-moving consumer goods, but also feed, a "local commodity", has quietly joined these shopping festivals celebrated by the whole country.

The tide of the Internet is coming, and the attitudes of people in the industry are mixed. Supporters regard e-commerce as a god and consider it a banner of industry reform. Standing on the cusp of the Internet, it is bound to usher in a vigorous and subversive revolution. Opponents stay away from this and think that e-commerce is a business that burns money. Don't touch without two skills. Moreover, in the traditional industry such as feed, the basic conditions of e-commerce are immature, and it will only be a joke to lose your wife and lose your soldiers. For a time, the debate about whether feed e-commerce is a myth or a joke is endless. In this issue, we will take a look at the following elements, * * *, feed e-commerce, can you do it?

product

The premix is sparkling and lovely.

First of all, products, whether traditional marketing channels or e-commerce, the ultimate goal is to sell products. At present, most feed e-commerce companies love to operate premix. Obviously, due to the logistics cost, the advantages of full-price materials as e-commerce are not obvious, and the transportation radius of concentrated materials as e-commerce should be considered. In contrast, premix products have high profits, easy standardization, less geographical restrictions and relatively low industrial concentration. Premix users are basically large and medium-sized pig farms. These users have a high technical level and basically do not need too many additional technical services, which is just suitable for becoming the main customer group of feed e-commerce.

price

Cheap is just a gimmick, and cost performance is fundamental.

Looking at the price alone, e-commerce is definitely not the lowest, because the products of many small feed factories can be lower than e-commerce. However, the quality of these products often has certain security risks, and different batches may vary widely. Cheap does not necessarily mean saving money, and customers understand this truth. For pig farms, the feed cost has been reduced, but the production performance decline, vaccine cost, management cost and other economic losses caused by unstable quality are immeasurable. The advantage of e-commerce lies in "rejecting middlemen and benefiting farmers", that is, not talking about price, but only talking about cost performance. On the premise of providing excellent products and ensuring quality, it saves the cost of one intermediate channel after another. Therefore, many farmers believe that the animal husbandry e-commerce platform has disintegrated the huge profits in all aspects of feed distribution, allowing them to buy products with high quality and low price. From this perspective, it is not a brilliant idea to win e-commerce by low price, and improving cost performance is king.

audience

I was not blind, but now I am a foreigner.

Another factor that feed e-commerce is questioned is the audience. Some people say that the customers of feed are farmers, and they always feel that they are behind the times and know little about computers, let alone online transactions. Most people are still used to physical transactions, paying for goods on one hand and delivering goods on the other, but they have habitual resistance to online virtual transactions. If you really think so, then you are out. In fact, with the in-depth expansion of China's Internet to rural areas, it has promoted the rapid development of rural e-commerce. More and more farmers catch the "express train" of the Internet, start to accept online shopping, and get used to it. At present, the post-80s and post-90s new farmers are gradually becoming a new force in the aquaculture industry, which, to a certain extent, has prompted more and more farmers to join the arms of feed e-commerce. And most e-commerce companies have launched a mobile version of the mall. Compared with the complicated operation of the computer, a simple fool on the mobile phone can easily complete the order. Therefore, today's audience factor cannot be a roadblock for the development of e-commerce.

logistics

One-step distribution service

Logistics is an important part of e-commerce. Without modern logistics technology, it is impossible to talk about the convenience brought by e-commerce to consumers. The logistics cost of feed is relatively high and the supply radius is small. At present, the traditional feed sales model is basically dealer model, that is, enterprises transport products to dealers, and then dealers sell them to customers. Feed e-commerce has no intermediary link to rely on, and the cost of express delivery is too high. How to deliver products to customers quickly and safely has become one of the main factors limiting its development. In order to solve this problem, we can establish a distribution service station similar to the dealer but different. The distribution service station can be established by itself, or it can be transformed by the previous dealer. Farmers buy feed online, and distribution service stations provide value-added services such as logistics and technical guidance, which not only makes information more transparent, eliminates farmers' doubts about dealers, but also enjoys convenient logistics services and after-sales services, and helps dealers transform and upgrade.

service

From face to face to telecommuting

At present, the breeding level is generally not high, and what users lack most is technical service and guidance. Therefore, pure online transactions cannot meet all the needs of users, and offline services are often more reliable for farmers. While buying feed through traditional channels, we also bought professional services of feeding management and disease prevention and control from technicians of feed enterprises. Indeed, compared with the traditional marketing form, face-to-face technical service is an inherent weakness. Customer orientation, the main body of e-commerce, is located in large and medium-sized pig farms. These users generally have their own technical strength and do not completely rely on or even trust the services from manufacturers. What they need is not service, but cost saving.

In addition, people also ignore another feature of the Internet-communication. Although Qianshan Mountain is thousands of miles apart, it is easy to narrow the distance between people. In particular, the popularity of mobile Internet makes it possible to communicate in different places at any time and anywhere. Face-to-face service, a technician can only serve one pig farm. But through the Internet, technicians can answer hundreds of users' questions online. This not only improves the service efficiency, but also reduces the service cost.

Real evidence

Try it or share it with everyone.

Feed is the means of production, and the input-output ratio needs to be calculated. Choosing feed is not the best, only the most suitable, and what criteria are used to judge whether it is suitable, then you can only speak with data. So feed e-commerce, like traditional marketing, is an unavoidable topic. However, e-commerce is limited by people and regions, and demonstration seems to be a weakness. However, since it is a reference for consumers, of course, the more accurate and reliable it is. At present, no matter how many people can still believe the empirical data given by enterprises, short-term comparative experiments can't explain too much because of the influence of animal growth cycle. It often takes several months to measure growth performance, not to mention reproductive performance. Except that some powerful enterprises can provide empirical data in a down-to-earth and systematic way, the reference value of empirical data of other enterprises needs to be considered. It's not that they don't want to do it well, but that they really can't afford manpower, material resources, financial resources and time. In the Internet age, positivism can actually break the traditional form, similar to comments, photos and additional comments of Taobao users after purchasing goods. Feed e-commerce users can share the real usage of feed through shopping websites or social networks to provide reference for others.

Trust degree

It is difficult to do, but it is not impossible.

Online transactions are invisible and intangible, and without trust, cooperation is impossible. Especially feed, as a special commodity, needs a long time to verify its quality after use, and a little carelessness will bring disaster to farmers. Therefore, in order for customers to accept online trading mode naturally, they must be trusted. In contrast, brands that customers trust are more likely to increase e-commerce channels, while unfamiliar brands that do e-commerce are very difficult to win the trust of customers. Therefore, feed e-commerce should not only attract customers by ensuring product quality, but also strengthen its own brand building, establish a good corporate image and enrich the interactivity of the website. At the same time, we can refer to the practice of e-commerce in other industries, and put the product quality inspection report or production license and other related certificates online to win the trust of users. As long as you have established a good corporate image and accumulated a certain degree of customer satisfaction, even gold and diamonds can be sold online. Why is it difficult for feed e-commerce?

After all, feed e-commerce is just a marketing tool, far from a myth or joke. It does not necessarily subvert anyone, nor does it necessarily destroy anyone. Try to accept it and embrace it, it's no problem! The tide of the Internet is unstoppable. Sticking to tradition is not necessarily waiting for death, but if we can seize the opportunity, we will have a chance to achieve greater success.