recently, county e-commerce is making headlines, and the second China county e-commerce summit was held in Tonglu, Zhejiang. "Small county, big ecology", the e-commerce outlet has blown to the countryside. What model is the shortcut to develop county e-commerce? Netease Technology reported eight county-level e-commerce development models in China, and analyzed and reconstructed the rural e-commerce ecology through interpretation. Which model is the pioneer?
I. Suichang Model
As early as 2113, Ali Research Institute specially summarized, put forward and popularized the Suichang Model, which was well known. If you want to fully understand the Suichang model, please search online. Limited by space and time, I will only briefly introduce the core points here.
traditional economic characteristics: Suichang county belongs to Lishui city, Zhejiang province, with mountainous areas accounting for 88% of the total area. It is known as "nine mountains, half water and half fields" and is a typical mountainous county. Therefore, Suichang's industrial economy is average, mainly agricultural economy. But there are rich agricultural and forestry products here, which can be regarded as a window opened by God for Suichang people.
E-commerce mode: With the support of the local government, the E-commerce Association of Suichang has worked out such a mode of selling characteristic agricultural and forestry products (bamboo charcoal, baked potato, chrysanthemum rice, etc.):
Producer+service provider+network distributor
According to the statistics of Ali Research Institute, by 2114, the e-commerce transaction scale of agricultural and forestry products in Suichang County had reached 531 million yuan. In addition, e-commerce of agricultural products has also driven the consumption of agriculture-related tourism. In 2114, the "Nongjiale" in the county received 2,629,511 tourists and earned 266 million yuan. The total of the two items exceeds 811 million yuan, which is the additional bonus brought by the development of rural e-commerce.
key features: the core of Suichang model is "service provider", that is, the "online shop service center" under Suichang Internet Merchants Association, which is semi-public. Its core business has three parts: integrating saleable goods sources, organizing network distributors (mainly local online merchants), and unifying warehousing and delivery services.
"Online Shop Service Center" has played a very important role in the process of e-commerce of agricultural products in Suichang: 1. Formulated and implemented the production and marketing standards of agricultural and forestry products. This makes the chaotic transformation of "agricultural products" into "commodities" standardized, and makes the communication between the three parties of "sales management" have a basis. 2. Directly or indirectly through rural cooperative organizations, farmers and processing enterprises are promoted to produce and process according to the above standards, which improves the quality of local online goods. 3. A "product exhibition hall" and a "network distribution platform" were set up in the county, and data packages (pictures, descriptions, etc.) of goods were uniformly made to support online distributors to select goods and sell them online, thus lowering the technical threshold of online merchants. 4. Unified warehousing, unified delivery and after-sales service according to the orders obtained by network distributors, which enabled them to realize zero inventory operation and lowered the capital threshold of online merchants. 5. Promote the socialized cooperation in all aspects: farmers and cooperatives only do a good job in production, processing enterprises only do a good job in processing, and network distributors only do a good job in promotion and sales.
Imitation prompt: Suichang model imitates the "process" model in industry, establishes the socialized cooperation of agricultural and forestry products, and undertakes the trivial and complicated work such as source integration, commodity data, warehousing, delivery and after-sales, so that the upstream production end and the downstream sales end can concentrate on their best work without worrying about the whole industrial chain, thus improving the overall operating efficiency and competitiveness of local e-commerce. This model has the advantage of high efficiency in the early stage of the development of county e-commerce, and is especially suitable for promoting the batch development of local small e-commerce. The problem is that the "network service center" is the "single point of failure" in the entire e-commerce chain in Suichang. Once this link goes wrong, the upstream and downstream will be greatly affected, and the whole chain may stop running. It's like putting all your hard-earned eggs in one basket. Although it looks easy, once the basket is turned over, it will be in trouble.
applicable area: this model is more suitable for areas with weak e-commerce foundation, many small brands and many small online merchants.
Second, "Tongyu Mode"
While the iron is hot, let's talk about "Tongyu Mode" by the way, because it is very similar to "Suichang Mode", but it has its own characteristics in branding and sales.
Traditional economic characteristics: Tongyu County, which belongs to baishan city, Jilin Province, is a typical agricultural county in Northeast China and a national poverty-stricken county; Located in a remote place with inconvenient transportation, selling agricultural products in the traditional way of selling raw products through wholesale and retail channels; The development foundation of rural e-commerce is backward; It is a famous "hometown of miscellaneous grains and beans" in China, and the output of mung beans, sunflower and other agricultural products ranks first in the country.
E-commerce mode: In order to develop e-commerce, at the end of 2113, with the full support and in-depth participation of the local county party committee and county government, an e-commerce company named Yunfei Hewu was established by social forces, forming this e-commerce mode:
Producer+e-commerce company
Tongyu's Yunfei Hewu has relatively good e-commerce operation ability in the local area, which belongs to the nature of an enterprise. Similar to the "service provider" in Suichang Model, "Yunfei Crane Dance" is also the core of "Tongyu Model": it integrates the products (millet, mung beans, oats and bamboo beans, etc.) of producers (farmers, production bases, cooperatives or agricultural products processing enterprises, etc.) with its left hand and sells them with its right hand through Taobao platform. This project started in October 2113. In just one year, "Tongyu", a little-known county, began to enter the eyes of consumers all over the country. As the third pilot county of rural Taobao in China, it was included in the development strategy of "thousands of counties and thousands of villages" by Alibaba.
Key features: 1. "Yunfei Crane Dance" is mainly direct selling online, and a small number of products are sold through online distributors, mostly from other places. 2. Registered a unified brand "Sanqianhe" to unify the packaging, sales and service of all agricultural products. 3. The county party committee and the county government deployed capable forces from various departments to form the Tongyu County E-commerce Development Center to fully cooperate with the work of the e-commerce company.
imitation prompt: similar to Suichang mode, this e-commerce company is also a "single point of failure" in the entire e-commerce chain in Tongyu County. If there is a problem, it is easy to reduce the operation efficiency of the whole chain or even "stop", which requires special attention. In addition, compared with Suichang mode, Tongyu mode has not yet played a good role in promoting the development of local small online merchants, because there are not many local small online merchants. In the future, if the measures are proper and the benefit-sharing mechanism is reasonable, "Yunfei Crane Dance" may also bring small local online merchants into the distributor system.
applicable area: it is suitable for areas with weak e-commerce foundation, low product branding and few local small online merchants.
III. Mode of "Cargo Connect the World Agricultural Industry Alliance"
Background: The operation headquarters of "Cargo Connect the World Agricultural Industry Alliance" (referred to as "Alliance") is located in Shanghai, and it is currently positioned as a non-profit organization.
E-commerce mode: The "Merchandise World Agricultural Industry Alliance" is striving to build an e-commerce circulation mode BAB(Business AgentBusiness)： This is a type of B2B. Among them, alliance is the core of this model. The main task of the alliance is to integrate high-quality agricultural products suppliers (farmers' cooperative organizations, cooperatives, production bases and agricultural products processing enterprises, etc.) with the left hand, and to integrate agricultural products buyers with good brands and large demand (including processing enterprises, catering groups and circulation enterprises, etc.) with a variety of agriculture-related service institutions in the middle, providing a variety of services centered on transactions for both mining and supply. The alliance charges 1-3% service fee from the transaction reached. according to the data of "the State Council Development Research Center", since the electronic trading platform of "Goods Connect the World" agricultural and commercial industry alliance was officially launched in the second half of 2114, it has nearly 2,111 full members and more than 3,111 pending members. The trading varieties cover more than 2,911 kinds of agricultural products in ten categories, with a cumulative trading volume of 351 million yuan and intentional orders of more than one billion yuan. Members of the trading platform (including suppliers and buyers) are distributed in more than ten provinces such as Hebei, Liaoning, Shandong, Zhejiang, Anhui, Shanghai, Fujian, Sichuan, Shaanxi, Xinjiang and Taiwan Province, involving farmers' associations, private enterprises, state-owned enterprises, central enterprises and foreign-funded and Taiwan-funded enterprises, covering five industrial chain nodes, including planting and breeding, production and processing, catering, domestic trade and foreign trade, and financial insurance, including Yum! (Pizza Hut! At present, the total annual procurement demand being matched exceeds 5 billion yuan, showing a good development prospect.