In 2011, the Ministry of Agriculture began to launch the pilot docking of agricultural societies, and arranged special funds from the construction projects of farmers' professional cooperative economic organizations to support fresh and live agricultural products production cooperatives to set up direct sales points or direct sales stores in urban communities to carry out direct sales of fresh and live agricultural products. At present, the pilot farmers and cooperatives docking mainly in Beijing, Jiangsu, Hubei, Hunan, Shandong and other 13 provinces and cities in 63 large and medium-sized cities to carry out.
When carrying out the docking of agricultural cooperatives, it is necessary to fully recognize and give full play to the advantages of this model: first, the supply of agricultural products is sufficient. Stronger competitive cooperatives can take the lead in organizing various local cooperatives to supply together, to ensure adequate supply and variety. Second, reflect the different positioning. Farmers docking agricultural products in the price should be lower than the supermarket, the quality should be better than the farmers' market. Third, reduce ineffective loss in transportation. To simplify the market circulation procedures, so that agricultural products can reach the hands of consumers as soon as possible, to achieve point-to-point direct marketing. Fourth, outside support from the government and media can be enlisted. Try to agricultural cooperatives docking cooperatives can be established through the project to fight for government support, while through extensive media publicity, so that consumers recognize this sales model. Fifth, the quality of agricultural products is guaranteed. Cooperatives can apply for pollution-free agricultural certification, green food certification, organic certification to reflect the quality of the cooperative's agricultural products are guaranteed.
Of course, there are a series of problems in the process of docking agricultural cooperatives: First, the financial problem. It is reported that in the farmers docking pilot province of Shandong to open a farmers docking storefronts need to pay staff wages of 40,000 yuan per year, rent of 60,000 yuan, renovation of 10,000 yuan, 13,000 yuan of electronic payment system, the total cost of roughly 120,000 to 130,000 yuan between. Second, there is the problem of the types of agricultural products. The agricultural products provided by individual farmers' specialized cooperatives tend to be relatively homogeneous, and consideration needs to be given to the formation of a consortium to carry out farm-society docking. Third, the problem of customer value transfer. In marketing, customer value transfer is very important content, that is, the agricultural society docking agricultural marketing needs to give customers what kind of value to meet? In the case of small differences in agricultural products, how can customers distinguish and recognize the agricultural products of the farmers' union docking? This point needs to be carefully considered. Fourth, the extension of the industrial chain. Such as some cooperatives need to extend the processing of agricultural products to meet customer demand, and the extension of the cooperative industry chain needs to face a series of problems.
At present, all over the world to carry out the "agricultural society docking" in various forms, rich in content, both fixed store type, there are mobile stall type; both traditional marketing type, there are orders for the distribution type; both multiple cooperatives jointly operated type, there are individual cooperatives independent operation type. According to product characteristics and organizational forms, can be divided into the following four main types:
(1) community food stores (points).
Community food stores (points) are the most important form of "farmers and cooperatives docking". Generally have the following characteristics: ① to the sale of cooperative production of vegetables, fruits and other fresh agricultural products as the main part of the business of other ingredients or kitchen supplies, including grain and oil, eggs, meat and milk, as well as various types of seasonings, etc.; ② fixed marketing place, and tend to be in the middle and low-grade neighborhoods around or within the store, in order to be close to the consumer groups, the convenience of the residents of the principle of buying food; ③ to take a small profit and multi-selling way of doing business to give play to scale Economic efficiency, mainly serving the general consumer groups, to meet their needs for basic agricultural products such as vegetables, food and oil.
The main advantages of the community vegetable store (point) mode are long and fixed service hours, complete varieties, high quality and low price, comfortable shopping environment, favored by community residents; the disadvantage is that the initial investment is more, the operating profit is low, and the cooperative marketing ability requires higher. This model is generally suitable for fruit and vegetable cooperatives that are closer to large and medium-sized cities to dock with densely populated communities in the city.
Case: Shaanxi Province, green source of fruit and vegetable professional cooperatives
Shanxi Province, green source of fruit and vegetable professional cooperatives in March 2009 by the vegetable production and marketing of a large Liu led the establishment. Development so far, the cooperative has 216 members, more than 160 employees, including 120 sales staff, real assets of more than 22 million yuan, built a vegetable distribution center, office, pesticide residue testing room, net processing center and vegetable preservation library, with a special distribution vehicle 15, mainly engaged in green, pollution-free fruits and vegetables planting and sales.
At present, the cooperative has 16 vegetable direct sales stores in Baoji City, with annual sales of nearly 80 kinds of vegetables more than 20,000 tons. In the second half of 2010, with the cooperation of the community property department, the cooperative built a simple boarding house as a direct sales store inside the district, covering an area of more than 100 square meters, with a sales staff of 12 people (including 10 laid-off community workers), daily sales of about 5,000 yuan, with an average profit of nearly 2,000 yuan per month, and a one-time rent subsidy of 10,000 yuan provided by the government to cover nearly 10,000 households around. It covers nearly 10,000 households in the surrounding area. The variety of products sold reaches more than 160, including not only seasonal vegetables and fruits produced by the cooperative, but also other ingredients and kitchen supplies, with an average price 10% to 20% lower than the market price. And when purchasing members' products, the cooperative's prices are generally 0.2 to 0.4 yuan per kilogram higher than market prices, and it provides members with a minimum purchase protection price.
(2) Vehicle-mounted market.
The vehicle-market, which first appeared in Beijing in August 2011, is a docking model in which the government sets up a stage and creates conditions to help suburban vegetable production and distribution cooperatives in Beijing to sell directly in the city. Initially, the market was only available on weekends, so it was also known as the "weekend car market". With the successful demonstration of Beijing's weekend vehicle-mounted vegetable market and the vigorous promotion of the business sector, vehicle-mounted markets have sprung up rapidly in large and medium-sized cities across the country. Vehicle-mounted market generally has the following characteristics: ① sales products to fresh seasonal vegetables, fruits and vegetables. ② directly into the urban community, or transport vehicles as a carrier for sales, or set up temporary sales counters. ③ flat-rate sales, small profits.
The advantages of the vehicle market are flexible operation, low requirements for the site, and low initial investment; the disadvantage is that the sales time and product varieties are limited, the distribution capacity of the high requirements, the need for active cooperation with the community property, etc.. Therefore, this kind of docking method is generally only applicable to fruit and vegetable cooperatives with strong distribution capacity in the suburbs of the city and densely populated communities in the city for docking.
Case: Beijing Weekend Vegetable Market
The Weekend Vegetable Market facilitates the docking of vegetables from farmers to the community, which reduces the cost of the intermediate circulation link, and the community is exempted from the rents and management fees of the vegetable traders, so that the vegetables are both cheaper and fresher, and the price is 15% cheaper than that of the neighboring markets. Monitoring data show that is located in Haidian blue flag camp community "Haidian 9" vegetable stalls, small rape purchase price of 1 yuan per catty, selling price of 1.18 yuan, cucumber purchase price of 2.5 yuan per catty, selling price of 2.75 yuan. Cell sales of vegetables and fruits total **** forty or fifty kinds, daily sales of five or six thousand pounds of fruits and vegetables.
Beijing's weekend car vegetable market sales for vegetable companies and suburban cooperatives, and also gradually from the "weekend car vegetable market" developed into a week 3 ~ 4 times a day "community vegetable car market". According to have 25 community vegetables direct sales car red Wei Anmin responsible person Wei Yuhua introduction, "although selling vegetables do not earn money, but by the flat price, small margins, community vegetables car market has attracted a large number of consumers, through the sale of higher gross margin fruit, each direct sales car have realized more than ten thousand yuan of monthly profits". In order to respond to the government's vegetable policy to expand the company's influence, Hongwei Anmin took the initiative to set up 18 kinds of "price-limit vegetables", these price-limit vegetables are the most popular seasonal vegetables, the types of seasonal changes. The price of "limited vegetables" is 20% to 30% lower than the price of ordinary food market, basically no profit.
At present, like the red Wei Anmin such a new model of vehicle-mounted vegetable direct marketing community has taken root in Haidian, Xicheng, Chaoyang and other districts and counties in 10 streets more than 70 communities. According to statistics, by May 2012, the daily vegetable supply capacity of Beijing's vehicle-mounted vegetable direct marketing community model exceeded 50,000 kilograms, with a cumulative supply of 2.25 million kilograms of fresh and affordable vegetables.
(3) High-end distribution.
High-end distribution refers to the form of production and marketing docking in which urban residents submit purchase orders for agricultural products through the Internet, telephone and other channels, and cooperatives deliver the products directly to the residents' homes or designated locations according to the order requirements. With the development of Internet technology, high-end distribution as a new mode of "agricultural cooperative docking" is a specific application of e-commerce B2C model in the field of agricultural sales, has a very broad development prospects. High-end distribution generally has the following characteristics: ① to sell high-end agricultural and sideline products, such as organic vegetables, high-grade grains, etc., the nutritional value and market value are higher. ② no fixed sales stores, but in the district with intelligent distribution cabinets, service background and distribution centers close to the origin of the product. ③ Take the high-end sales route, mainly for urban middle and high-end consumer groups.
The main advantage of high-end order distribution is that the right amount of production, on-demand distribution, can reduce transportation losses, ensure product freshness and safety, and maximize the market value of high-quality agricultural products; the disadvantage is that the technical requirements and distribution costs are high, and is limited to high-end consumer groups. This type of "farmer-society docking" is generally suitable for cooperatives that produce high-end agricultural products and have certain network marketing capabilities to dock with urban middle- and high-grade communities.
Case: Beijing Beicaiyuan Agricultural Products Production and Marketing Specialized Cooperative Society
The Beijing Beicaiyuan Agricultural Products Production and Marketing Specialized Cooperative Society takes organic vegetable cultivation and sales as its main business. 2011, the organic vegetables sold through order distribution exceeded 50% of the cooperative's total production of organic vegetables, and allowed organic vegetables to be sold at an organic price.
The cooperative order distribution channels are mainly two: one is the customer ordered organic vegetables and other distribution to the district's smart locker. Intelligent lockers are generally placed at the entrance of residential buildings, a smart locker *** there are 18 vegetable safes, controlled by a remote computer, each smart locker can ensure that 60 to 110 community residents repeated use. Cooperative every morning before 8:00 a.m. to sort out customer orders placed on the website, in accordance with the order requirements from the cooperative base picking organic vegetables and packaging directly in the distribution center, through the refrigerated transport trucks will be sent to the smart cabinet of vegetables, consumers with the bar code obtained from the website directly in the smart cabinet to get the ordered vegetables. In order to ensure the freshness of organic vegetables, from the confirmation of the order to the distribution of vegetables to the smart cabinet, the entire process will be controlled within five hours. At present, the cooperative has set up 24 smart cabinets in 15 neighborhoods, concentrated in Haidian, Chaoyang and East and West cities. Secondly, the cooperative provides direct home delivery service according to customer orders, as a supplement to the community without smart cabinets. As long as a customer whose home is within the fifth ring road buys more than 100 yuan of agricultural products on the website, the cooperative can deliver the products to the customer's home free of charge. If the produce ordered is less than $100, the co-op will charge the appropriate $20 to $30 for shipping.
(4) Comprehensive exhibition and sale.
Comprehensive exhibition and marketing refers to a single cooperative or multiple cooperatives to form a consortium to set up a comprehensive display and sales platform to operate a variety of famous agricultural and sideline products as the main form of docking. Comprehensive exhibition and sale generally have the following characteristics: ① to the sale of cooperatives or associations produced and processed by a certain type or several kinds of high value-added characteristics of agricultural and sideline products, such as bee products, lotus root products, soybean products, tea, fruits, as well as gourds, straw mats, and other folk crafts, and so on. ② have a fixed place of business, and more sites in the mid- to high-grade neighborhoods, shopping malls or city centers, with convenient transportation, heavy traffic as a principle. ③ Packaged into medium and high-grade gifts, highlighting the local flavor and regional characteristics. Both wholesale and retail functions, both based on the local market, for community residents to sell, or supply to the local supermarkets, but also radiation around the country and even set up a chain of stores in other large and medium-sized cities to play the role of wholesale agents.
The main advantage of the comprehensive exhibition and sale of the store image is good, good economic efficiency, easy to build a brand, expanding the market impact; disadvantages are less to provide fresh agricultural products, and the close degree of life of the residents is low. This type is generally suitable for cooperatives that produce agricultural and sideline products with higher added value or are able to process and package agricultural products to interface with urban middle- and high-end consumer groups.
Case: Hubei Longgu Changshouyuan Agricultural Products Specialized Cooperative Union
Hubei Longgu Changshouyuan Agricultural Products Specialized Cooperative Union was jointly formed by 12 professional cooperatives and registered on March 16, 2012 at the Industrial and Commercial Bureau of Zhongxiang City, which is a professional joint organization that integrates production, processing, packaging, refrigeration, logistics and sales. Union **** there are members of 5822 households, radiation city 7 townships, covering rice, peanuts, vegetables, pigs, bees, aquatic, edible fungi, poultry and other advantageous industries. The federation will be distributed in different sectors of the professional cooperatives organized, coordinated allocation of high-quality resources of each branch, focusing on the development of agricultural products deep processing industry, to improve the market competitiveness of cooperative products and brand value.
At present, the federation has 7 registered trademarks, 2 pollution-free agricultural products certification and 1 green food certification. In addition, the cooperative is also actively for the cooperative specialty products "rice tea" and "coiled dragon vegetables" for the national geographical indications. Under the guidance of the municipal government, the Economic and Administrative Bureau and the Industry and Commerce Bureau, the cooperative has rented a supermarket store in a newly built commercial and residential community with a business area of 1,700 square meters and a monthly rent of 37,000 yuan, and is ready to invest in a large-scale comprehensive supermarket for agricultural products integrating exhibitions of special agricultural products, direct sales and catering, etc., so as to promote and sell the special agricultural and sideline products of the various branch cooperatives. The total number of households in the district design nearly 3,000, is expected to move into tens of thousands of people within five years, will bring broad business opportunities for agricultural products integrated supermarket.