Recently the media reported: China's current national agriculture-related e-commerce platform has more than 30,000, of which 3,000 agricultural e-commerce platform. However, agricultural e-commerce operating at a loss is the status quo of the industry. Among them, the vegetable stewardship operation for four years total investment of 35 million yuan, to date, is still operating at a loss; Wuhan home easy just two and a half years of electronic vegetable box covering more than 1,200 communities, the cumulative investment of more than 60 million yuan, although the daily turnover is not small, but basically are losing money to support ...... What's the reason? \x0d\ As I personally have had varying degrees of in-depth exchanges with the senior management of the various agricultural products e-commerce, from an industry perspective, the analysis is probably the following important factors. I hope to inspire you all! Welcome to pat \x0d\ a traditional B2C thinking \x0d\ this is a big misunderstanding, many e-commerce platforms that an online B2C platform, through the guide flow, customers will go online shopping, in fact, wrong! Agricultural e-commerce must not be the traditional B2C thinking to engage in, that to engage in the absolute dead end. Customers buy more than just products, is a healthy life, so agricultural products e-commerce needs to let consumers from the story behind the goods, planting base, picking experience, logistics experience, traceability, supply chain visualization and other dimensions of the whole show, so the traditional B2C thinking is a fatal injury. \x0d\2, the target population definition deviation, marketing strategy to take a detour \x0d\ agricultural products e-commerce how to generate traffic is a matter of concern to everyone, demand, this market is still a period of cultivation, and the target population is mostly urban female white-collar workers are mainly in the pursuit of a healthy life + Internet shopping needs, as well as the cost of time is too high high rich man. You have to define the crowd as _ silk, to meet the needs of those "two lean meat + two cabbage + three garlic cloves", you are doomed to two words: exhausted, loss of life. \x0d\ Many agricultural e-commerce companies spread advertisements all over the place, pushing to the men, old ladies crowd, that is definitely off track! Therefore, how to realize the precise marketing of the target customers, is a big agricultural products e-commerce thinking about the problem. \x0d\\ Next agricultural products, fresh food e-commerce explosion is the 90 generation of housewives after the family, so agricultural business must pay attention to this category of people. \x0d\three, will "electricity" will not "business" \x0d\base integration + marketing + traffic + transactions + supply chain services + word-of-mouth marketing, this closed loop is the lack of agricultural products can not play. Currently, many agricultural products e-commerce business has a major business management misunderstanding, that the center in the "marketing + flow + transaction" three, only in the importance of "electricity" and not ignored the "business"; in fact, the real profitability, the key in the business. 2013 China's economic man of the year selection site, Gree Dong Mingzhu said: "I tell you today, the marketing do even better, if we deviate from your support point - technology and quality, as well as integrity, your marketing is a flimsy, you are a liar." Similarly, the role of the back-end services of agricultural products e-commerce did not do a good job, the front-end marketing, traffic are gimmicks, of course, ultimately must be a loss. \x0d\four, can't afford to hurt the customer unit price and logistics costs \x0d\customer unit price is agricultural products e-commerce fatal injury, industry data: if the customer unit price is less than 200 yuan, it will be a fatal injury, because the logistics costs and losses will be loss of blood money. On the current agricultural products, fresh food business situation, 40 yuan per single logistics costs + loss is inevitable, so if the customer price can not get up, logistics costs can not come down, profitability that can only be a fantasy. Even SF Preferred to do high-grade imported food and seasonal goods, in the selection of categories will be positioned from the price per unit. \x0d\5, the lack of integration of procurement base integration \x0d\ neglect of the integration of the base is the current problem faced by agricultural e-commerce, a lot of agricultural e-commerce is only to directional purchasing way to cooperate with the base, talk about what to create a strategic synergistic supply and demand relationship. As to whether the market-oriented to guide the base of the planned planting of products, this domestic is still only a vision. \x0d\\ Look at people's international brand Starbucks, people not only realize the integration of the base, the synergy of demand, Starbucks supply chain and then back to the planting of coffee beans as well as precipitation, wind, soil and a series of management. \x0d\\ Domestic agricultural e-commerce bosses have understood the integration of the procurement base, the commercial value of this is not only the quality assurance, but also branding, intensive procurement and demand synergy is an important way, of course, is to reduce costs, reduce waste, and get the important means of profit work. \x0d\ and then give an example of Chongqing, Chongqing has a fresh food e-commerce, their integration of the base of the way especially worth learning, they first do not B2C, but to do B2B, group-type purchasing led to the integration of the base, and then derived to do the B2C service and O2O experience, which has an absolute purchasing power, the cost of natural reduction down, and quickly open up with the base of the supply and demand information This has realized relatively efficient synergy. Currently promoting the new O2O shopping experience. Such a play is worth thinking about to learn from. \x0d\6, customer experience is a double-edged sword, an unpleasant shopping experience, will lose a large group of customers \x0d\ Never treat consumers as fools, will be a customer is not satisfied with the order to ignore, this is the biggest mistake. Eating this thing is most likely to bring word of mouth spread, if there is dissatisfaction, will hurt a large group of your customers. I remember an agricultural products e-commerce boss said to me: no matter what the reason, leading to customer refusal, if the value is not ridiculously high, to be able to send customers to send customers, leaving behind a word of mouth and customers touched. Not to mention that some goods even if returned back can not be sold twice. \x0d\\ Future agricultural e-commerce must cultivate a loyal fan base of eaters, which is the commercial value of the development of the fan economy, tethered to a person may be tethered to a family, more likely to tether a group of people. \x0d\\ There is also a case of agricultural products e-commerce, he positioned the target population in the IT Internet circle, these people are typical online shopping crowd, belonging to the small white-collar, and the spending power is not low, but more home, through the penetration of the IT Internet circle to do e-commerce to a good word of mouth to quickly occupy the customers in this field. \x0d\ a few days ago I and the president of Shunfeng Preferred Li Dongqi in the CCTV interview site chat, Mr. Li frankly: agricultural products, fresh food e-commerce, once with the customer to establish a good shopping experience, which will usher in sustained consumer power, and will affect the groups around. \x0d\7, must face the problem of localization \x0d\\The trend of e-commerce is migrating to the community, the trend is online community + offline community, and the business model of the change of the fermentation is rapid, the localization of the O2O has become an inevitable trend, it is reported that 60-70% of the consumption is now occurring in the 3 kilometers. So how agricultural products e-commerce online to create a circle of food, offline to create the experience of the circle, become an important strategy for the integration of localization. \x0d\\\\x0d\\\\journal article classification query, as much as in the periodical library \x0d\\\x0d\\ not start from the localization, will certainly lose. As agricultural products are subject to commodity quality, logistics limitations and other factors, whether it is a small and beautiful agricultural e-commerce, or a nationally spread marketplace like SF Preferred and Alibaba. The establishment of a localized service system is an inevitable trend, unless it is a high value-added goods, this can be achieved without regard to the cost of the premise, other popular agricultural products must be defined in the localization. \x0d\\\alphaH3D}The localization of agricultural products e-commerce, the trend is to integrate with community service stations, convenience stores and other institutions, the traditional B2C e-commerce to penetrate the early end of the community, the need for a huge operational support, and the need for a larger integration of capital and manpower, the general agricultural products e-commerce is not good enough to play. \x0d\8, socialized and mature cold chain logistics is the heartache of agricultural products e-commerce \x0d\ play agricultural products e-commerce, cold chain is never avoid the problem, not only do you have to build a warehouse, but also must have a refrigerated + frozen mixed distribution vehicles, as well as refrigerated containers and thermostatic equipment, otherwise even better merchandise, sent to the customer will become a problem merchandise. Cold chain investment is not the average agricultural products e-commerce business can play well, continuous investment in assets, the return on investment cycle is long, which are alone to play agricultural products e-commerce problems faced. Even if you have the money and invested assets, the seasonality and instability of orders will make your operating costs greatly wasted. What's more, how many of those who play e-commerce understand cold chain logistics and can establish their own cold chain logistics team. Therefore, socialized cold chain logistics team, intensive and professional management has become a much-needed resource for the entire agricultural products e-commerce. \x0d\\ Now China's agricultural products e-commerce cold chain logistics play is as follows:\x0d\1.\ Shunfeng Preferred, a completely self-built logistics system, the current room temperature has been spread throughout the country, perhaps 2014 will be paved low temperature. Within 24 hours this year, the southern lychee sent to Beijing, northern Inner Mongolia's mutton to Hainan, some of these classic cases are having self-built cold chain logistics quickly realized. \x0d\2.Alibaba, to be precise, the cold chain logistics of the Cainiao, is currently the integration mode, has been integrated similar to the Zongcui Logistics + fast line of these two pieces of excellent cold chain logistics enterprises, they are from the trunk line + end of the home distribution integration, successfully sent 80,000 single car Bali from the U.S. farms to the Chinese families, Alaskan seafood sent to more than 40 cities across the country, this kind of "two-stage distribution" to explore the possibility of a "two-stage distribution" of the cold chain logistics. Two-stage distribution" to explore the platform, networked agricultural products toC cold chain logistics new trend. \x0d\3. Jingdong, launched the terminal distribution service station model. It is reported that in the future Jingdong will try from the field directly to the table of the "ABC" (AgriculturaltoBusinesstoCustomer) mode, which the B link will cover all procurement, warehousing, distribution, camping and sales after the link. December 14th news Jingdong self-owned fresh food distribution station has been Trial run, this model just caters to the O2O end of the last kilometer of the shopping experience. However, Jingdong's cold chain warehousing, trunk and feeder distribution still have to be integrated, we can only wait and see. \x0d\\ So, agricultural e-commerce cold chain logistics if you can't get it right, then you simply shut down! \x0d\9, category positioning error \x0d\ when it comes to category positioning, we have to think about why Shunfeng Preferred to start to choose imported food, Alibaba why to choose the United States Chelsea and Alaskan seafood, the definition of these categories is not only related to the needs of the crowd, but also closely related to the supply chain to support the ability. Play supply chain professionals know that whether traditional retail or e-commerce, the core of the operation is category-driven supply chain. Scientific category selection is a big part of your success, so agricultural products e-commerce positioning category is quite important, never too many categories to attract more purchase demand, in the multi-category mixed supply chain system, especially agricultural products category, will make you lose sound, or even smash your brand. \x0d\\ we look at this life to sell _ orange, Liu Chuanzhi sold willow peach, Shunfeng preferred to sell lychee, Tmall sell Alaskan seafood, etc., these can be seen in the segmentation of category definition to be able to do a good job of agricultural products e-commerce has an important value. \x0d\ From the supply chain point of view, as a category-driven supply chain, the science of choosing categories in the e-commerce platform determines the potential for your profitability. Once discussed with the supply chain director of a well-known domestic e-commerce company, when the category increases by 10 times, the management complexity of the supply chain will increase by 100 times, or even higher. \x0d\十、Return ratio control \x0d\this is the agricultural products e-commerce must focus on the assessment of the KPI indicators, a return brought about by the loss of not only the loss of goods, the loss of the important customer shopping experience and word of mouth, so agricultural products e-commerce to control the proportion of returns has become the focus of the CEO's attention. Of course, as mentioned earlier, would rather send customers, but also try to avoid the losses caused by returns. \x0d\ I actually research data show that many agricultural products e-commerce returns reached 10%, a better 6% of the proportion, such a return ratio of losses can not be ignored. But now agricultural products e-commerce also made a lot of innovations, such as prepaid C2B mode, will greatly reduce the proportion of returned goods; another is the O2O mode of Shanghai's Kitchen Ease era, penetrate the community, membership prepaid, it is said that the proportion of returned goods can be controlled at less than 1%. \x0d\ So control the proportion of agricultural products e-commerce returns, not only to think from the operational point of view, but also from the point of view of the business model to change the business ideas. \x0d\ Summarize \x0d\ why agricultural products e-commerce loss, the above 10 dimensions of the analysis may allow you to get some inspiration, in fact, this is not only the problem of operation and management, but also the problem of the business model, but also involves marketing strategy, the ability to integrate resources and so on! \x0d\categorized to summarize, the loss of agricultural products e-commerce mainly from the following aspects: \x0d\1.marketing waste; \x0d\2.the integration of procurement is not in place; \x0d\3.the lack of integration and application of social cold chain logistics; \x0d\4.the loss of the entire supply chain process; \x0d\5.the positioning of the category of the wrong; \x0d\6.the proportion of returned goods control Problems. \x0d\ To realize a real loss reduction, it boils down to one sentence: the customer experience to do to add, supply chain operating costs to do to subtract. \x0d\ Eat for China's 1.4 billion population base, the Internet life is an inevitable trend, agricultural products, fresh food e-commerce must be a big market, the end of 2013 today, China's agricultural products e-commerce has not yet been presented with an industry benchmark, the entire field there are a lot of problems, there is a problem is the opportunity to develop, to the Internet thinking to explore China's traditional industries, there must be a potential for business value! This is not a company's mission, is the industry participants *** with the mission.