Agricultural enterprises need to know six patterns

A few days ago, the National Development and Reform Commission issued a report saying that it is working closely with relevant departments to formulate an "Internet +" action plan. The most traditional agriculture industry, how to use "Internet +" to fly, will run through the theme of agricultural change throughout 2015.

Why is agriculture the industry with the most potential for transformation under the “Internet +” pretext?
The Internet has entered the era of Internet economy from tools, channels, and infrastructure. The Internet is transforming various industries, governments, and even the society, especially some relatively backward traditional industries. It is possible to use the power of the Internet to achieve leapfrog development and change of the industry.

Then, what are the characteristics of traditional enterprises with great potential for transformation by the Internet? 1. Market space is large; 2. Industry is backward, information asymmetry is more serious; 3. Large-scale dispersed users; 4. Longer transaction links and high transaction costs; 5. Strong transaction sustainability.

From this perspective, agricultural internet business opportunities are unlimited! Because agriculture is far from the Internet on the one hand, it is prone to a revolutionary growth; on the other hand, the agricultural industry chain is long, there is a lot of room for improvement, and there are many changes.

What is particularly important is that agriculture has become an important economic growth point for the Chinese economy under the new normal. Prime Minister Li Keqiang proposed to formulate an “Internet+” action plan in the government work report; the Minister of Agriculture proposed to encourage e-commerce to promote agricultural products at a press conference. According to a series of signals such as "Internet + Agriculture" broadcasted by the news network, a new wave of reforms in agriculture will come. The application of mobile internet and big data in the agricultural industry chain will accelerate.
Internet+Agriculture, the six new models that agricultural enterprises must know, and the combination of the Internet and agriculture with a huge system, there will surely be many new ideas and new ways to play. There will also be a large number of Internet, informatization, and companies from other industries across the border. The author believes that with the original agricultural enterprises as the mainstay, the following new business models can address the current status of most agricultural enterprises, make up for shortcomings, and promote the rapid development and upgrading of enterprises, which is more practical.

First, industrialized species breeding under the Internet of Things technology. One of the things that Lenovo Jiawo has been doing since entering agriculture was the industrialization of agriculture, which allowed farmers to learn how to standardize planting. Accurate agriculture under the Internet of Things technology will effectively solve the problem of agro-industrial farming. At present, precision agriculture has been applied to some large-scale agricultural enterprises, especially some high-end agricultural products that already have a good market foundation. As a strictly controlled organic vegetable company, the North Vegetable Garden controls various planting indexes throughout the planting period. The quality of organic fruits and vegetables has been recognized by inspection agencies at various levels for many times. In Gujiao City, Shanxi Province, the old agricultural planting and farming cooperatives implemented a water and fertilizer integrated irrigation project with an irrigation area of ​​about 230 acres. After the implementation of the Internet of Things technology, agricultural production has shifted from experience to precision, saving water and fertilizers and reducing pesticide use. Taiyuan Agriculture Commission estimates that the annual savings per acre greenhouse will be around 5,000 yuan.

It is necessary to pay special attention to the fact that, under this breeding mode, the whole process of traceability becomes a very easy to implement solution, as the whole process of breeding is under the monitoring and control of the Internet of Things, and at the same time data collection can be conducted throughout the entire process. The security issue has a reliable basis. All of the organic fruits and vegetables in the North Garden can be traced back by scanning the QR code.

Second, flat logistics distribution model. The flattening and transparency of Internet information correspond to the traditional industrial chain of agriculture and the characteristics of information asymmetry. The problems of high costs, lost logistics, and poor communication of information brought about by traditional hierarchical wholesale models can all be solved quickly through Internet technology. In the future, there will be two major ways for agricultural products to trade on the Internet.

On the one hand, based on the Internet technology and logistics distribution system of large-scale agricultural transaction center, this collection center will be a collection of transport, wholesale, trading, auction and other functions, relying on Internet data, real-time market transactions. Now, Hagistar is a comprehensive service platform for wholesale trading of agricultural products of all categories, covering processing, distribution, warehousing, logistics, import and export trade, customs clearance, commodity inspection, standardized auctions, and financial and other value-added services. On the other hand, wholesale trading e-commerce trading platforms are mainly based on bulk transactions. Just like Alibaba's Taobao, the bulk consumption habits of agricultural products will certainly give birth to an electronic trading platform focusing on large-scale transactions.

Third, the pattern of agricultural product branding accelerated. After the appearance of Taobao, a large number of scouring brands quickly emerged from clothing and other early-electricity products. Now, the e-commerce of agricultural products has entered a period of rapid development. With the help of online marketing, brands such as orange and three squirrels have quickly completed traditional agricultural products for a few years. Word of mouth accumulation and promotion effect. As the overall lack of brand of agricultural products, has more room for brand building than other categories, so the future brand of agricultural electricity supplier will have a broader market space. At the same time, due to the rapid growth of agricultural electricity suppliers and the high logistics costs, e-commerce products are still mainly concentrated in mid-to-high-end products. However, such products have a natural brand dependency and have failed to complete the brand-building products. Get a place in the future competition.

In the process of brand building, enterprises must take into account the consumption habits, cultural characteristics, and the personalization and sharing of the Internet. On the one hand, there should be a story, a temperature, a feeling of brand. Share with stories, move people with temperature, and keep people with feelings. There are 182 hundred-year-old wild persimmon trees growing in Lingtou Village, Fengkeng Township, Songyang County, Zhejiang Province. The locals call it the “golden date persimmon”. After being packaged and planned, this kind of natural persimmon has become a “good fruit” that bears nostalgia. It quickly sold on the Internet and prices soared by more than ten times. On the other hand, online marketing has come to the present, brand building does not necessarily have to start from the big spread, starting from the real users around, using products to move people, can produce natural sharing, to create a loyal fan base. The official WeChat of Tutu Bulk Beef Sauce began with employees and customers. With strong products and creative promotion, the company formed a sharing and fan base quickly expanded.

Fourth, the multi-form agricultural products trading e-commerce platform. At present, agricultural electricity suppliers on the market can be divided into four levels according to their sales: Alibaba is in the first echelon, market size is in the leading position in the industry; Jingdong, No. 1 and COFCO Memai.com are representatives of the second tier, among which Jingdong is The second largest tier is the largest, with annual turnover exceeding 10 billion; third tier sales are between 1 and 10 billion yuan; and the fourth tier has annual sales of less than 100 million yuan. Although the current Alibaba family is the only one, the first and second echelon platforms are all national sales platforms. However, because of the sales radius characteristics that agricultural products cannot avoid, vertical e-commerce and regional e-commerce will continue to emerge and form a characteristic profit model.

There will be four types of agricultural e-commerce platforms in the future. First, e-commerce platforms that rely on the advantages of the original Internet to expand into agricultural products, such as Jingdong; second, the e-commerce platform for agricultural products formed through the transformation of traditional wholesale markets, such as the agricultural appraisal Market transformation of the trademark pole of the Chongqing Xiangmanyuan e-commerce platform; Third, the strength of agricultural products companies to create vertical agricultural e-commerce platform, and gradually expand the category, such as Luzhou Laojiao Mall; fourth, the formation of personalized high-end products Small and beautiful light mode.

At present, there are few e-commerce platforms that form a mature profit model. Due to the special nature of agricultural products, many e-commerce platforms for agricultural products are not mature in terms of talents, management, and technology, and agricultural enterprises have rushed to invest in transformation with higher risks.

Fifth, market forecasting and product development based on big data. Due to the long farming period and the large market forecast deviations of agriculture, both farmers and agribusinesses can hardly make accurate judgments on the market for the second year. Market analysis based on big data support will greatly increase the accuracy of market pre-judgment, reduce the risk of breeding enterprises and raw material costs of production companies.

As we all know, every ups and downs of the pig cycle will cause a large number of farmers and businesses to lose money and invest blindly. Through big data technology, we can not only monitor the growth of the pigs, but also effectively understand the timing of slaughter, the matchmaking business, and expectations. Earnings, etc. Both aquaculture companies and slaughter companies can effectively understand the market conditions and make the market orderly. At the same time, it is also possible to predict the pig cycle through big data and cloud computing, use cloud computing, and big data to research, analyze, and judge large data, develop a model, establish an information system, and effectively predict the trend of the market. And early warning to reduce the impact of the pig cycle on businesses and farmers.

Product development based on big data analysis will also greatly increase the survival rate of new products. Every year, we can see a large number of newly launched foods or processed agricultural products. However, there are very few people who can actually survive. Most food companies or agricultural product processing companies do not have a clear understanding of the development of new products. Market research, usually what others do with what. Through the accurate analysis and research of big data, it is possible to more effectively analyze the current real needs of consumers and improve the market vitality of new products.

On the other hand, the Internet has made it possible for companies and customers to communicate in real time. Many WeChat and Weibo platforms of agricultural companies have acquired a good fan base. Based on the fan base, they have conducted targeted product research and even played the power of fans. Participate in product development, new products will have a better market foundation. The R&D team consisting of Xiaomi's fan clubs is known as the “Jun Group.” These very professional users have brought many innovative suggestions to Xiaomi's products and are a very important part of Xiaomi's mobile myth.

Sixth, give agriculture more possible agricultural crowdfunding models. Internet agriculture finance is an important part of the integration of the Internet and agriculture. It does not involve more in-depth discussions on the broader scope of the financial aspect. The most direct benefit for agribusiness is that the internet provides a more flexible, diverse, and more attractive investment for agricultural crowdfunding.

Yunlian Farm, a subsidiary of Li Nong Sheep Farm, is committed to the brand building of "Prairie Leader". It breaks the information asymmetry of the traditional industries and traditional models, helps the front end of the industry to “complement” the capital and reduce the intermediate sales links. As long as there are 1,000 yuan, it can subscribe for a fattening sheep online and it can be recycled after 3-4 months. All the principal and interest allow consumers not only to eat lamb, but also to become ranchers. Fulai, the first custom-made tea garden for poverty alleviation and custom-made tea gardens, was integrated with agriculture, the Internet and poverty alleviation. It did not sell tea to sell tea gardens and carried out poverty alleviation until the end. During the two sessions, it was already approved by the committee members. Agricultural crowdfunding does not currently have a very mature model. Agricultural enterprises need to use other industry experience to jump out of the industry to see the industry, break the traditional thinking, and create new models that meet their own conditions.

The integration of agriculture and the Internet is by no means a simple addition. Instead, it is through the integration and innovation of industries. With the latest Internet industry, it can make up for the shortest tradition of agriculture, and even create a new industry model. Agricultural entrepreneurs must To fully understand their own strengths, tap the best entry point with the Internet and achieve enterprise upgrades.