We should fully understand and give full play to the advantages of this model when docking farmers and cooperatives: First, the supply of agricultural products is sufficient. Cooperatives with strong competitiveness can take the lead in organizing local cooperatives to supply together to ensure sufficient supply and variety. Second, it reflects the different positioning. The price of agricultural products docked by agricultural cooperatives is lower than that of supermarkets, and the quality is better than that of farmers' markets. Third, reduce the invalid loss in transportation. It is necessary to simplify the market circulation procedures so that agricultural products can reach consumers as soon as possible and realize point-to-point direct sales. Fourth, we can win outside support from the government, the media and so on. Cooperatives that try to connect farmers and cooperatives can win government support through project establishment, and at the same time, through extensive media publicity, let consumers recognize this sales model. Fifth, the quality of agricultural products is guaranteed. Cooperatives can apply for pollution-free agricultural products certification, green food certification, organic product certification and so on to show that the quality of cooperative agricultural products is guaranteed.
Of course, there are also a series of problems in the process of agricultural cooperation: first, the problem of funds. It is reported that the opening of a rural cooperative docking facade in Shandong, a pilot province of rural cooperative docking, needs to pay employees 40,000 yuan a year, rent 60,000 yuan, decoration 1 10,000 yuan, electronic payment system10.3 million yuan, and the total cost is about120,000 ~/kloc-0.3 million yuan. The second is the type of agricultural products. The agricultural products provided by a single farmer's professional cooperative are often relatively simple, so it is necessary to consider forming a joint cooperative to connect farmers and cooperatives. The third is the transmission of customer value. In marketing, customer value transmission is a very important content, that is, what kind of value satisfaction does the agricultural cooperatives need to give customers when docking agricultural products marketing? In the case of small differences in agricultural products, how can customers distinguish and recognize the agricultural products docked by agricultural cooperatives? This point needs serious consideration. The fourth is the extension of industrial chain. For example, some cooperatives need to extend the processing of agricultural products to meet the needs of customers, and the extension of cooperative industrial chain needs to face a series of problems.
At present, the "docking of farmers and cooperatives" carried out in various places has various forms and rich contents, including fixed shops and mobile stalls; There are both traditional marketing and order distribution; There are both joint operation of multiple cooperatives and independent operation of a single cooperative. According to product characteristics and organizational forms, it can be divided into the following four main types:
(1) Community food shop (point).
Community vegetable shops (spots) are the most important form of "docking between farmers and cooperatives" Generally speaking, it has the following characteristics: ① It mainly sells fresh agricultural products such as vegetables, melons and fruits produced by cooperatives, and some of them run other food materials or kitchen supplies, including grain and oil, eggs, meat and milk and various seasonings; (2) there are fixed marketing places, and they tend to set up stores around or inside middle and low-grade residential areas, based on the principle of being close to consumer groups and facilitating residents to buy food; (3) adopt the management mode of small profits but quick turnover, give full play to economies of scale, mainly serve ordinary consumer groups and meet their demand for basic agricultural products such as vegetables, grain and oil.
The main advantages of community vegetable shop (point) model are long and fixed service time, complete varieties, high quality and low price, comfortable shopping environment, which is deeply loved by community residents; The disadvantage is that the initial investment is more, the operating profit is lower, and the marketing ability of cooperatives is higher. This model is generally suitable for fruit and vegetable cooperatives close to large and medium-sized cities to connect with densely populated communities in cities.
Case: Shaanxi Lvfengyuan Fruit and Vegetable Professional Cooperative
Shaanxi Lufengyuan Fruit and Vegetable Professional Cooperative was established in March 2009, led by Liu, a big vegetable producer and marketer. Up to now, the cooperative has 2 16 households, more than 60 employees 120, including sales employees120, with real assets of more than 22 million yuan. It has built a vegetable distribution center, offices, pesticide residue testing rooms, clean vegetable processing centers and vegetable fresh-keeping warehouses, and has a special delivery vehicle 15.
At present, the cooperative has a vegetable direct-sale store 16 in Baoji, with an annual sales of nearly 80 kinds of vegetables of more than 20,000 tons. Take the petroleum community direct-sale store as an example. In the second half of 20 10, with the cooperation of the community property department, the cooperative built a simple board house in the community as a direct sales store, covering an area of 100 square meters, with sales staff 12 (including 10 laid-off workers in the community), with a daily sales of about 5,000 yuan and an average monthly profit of nearly 2,000 yuan. There are more than 60 kinds of products sold/kloc-0, including not only seasonal vegetables and fruits produced by the agency, but also other ingredients and kitchen supplies. The average price is lower than the market price10% ~ 20%. When purchasing the products of members, the cooperative price is generally 0.2 ~ 0.4 yuan/kg higher than the market price, and the minimum purchase protection price is provided for members.
(2) Vehicle market.
The on-board market first appeared in Beijing in August of 20 1 1. It is a docking mode that the government set up a platform and created conditions to help the vegetable production and circulation cooperatives in the suburbs of Beijing to enter the city for direct sales. At first, the car market only provided services on weekends, so it was also called "weekend car market". With the successful demonstration of the weekend car-mounted vegetable market in Beijing and the vigorous promotion of the business department, the car-mounted market in large and medium-sized cities across the country has risen rapidly. The on-board market generally has the following characteristics: ① The products sold are mainly fresh seasonal vegetables and fruits. (2) directly enter the urban community, or sell with transport vehicles as carriers, or set up temporary sales counters. (3) parity sales, small profits but quick turnover.
The advantages of on-board market are flexible operation, low requirements for venues and low initial investment; The disadvantages are limited sales time and product variety, high demand for distribution capacity, and active cooperation of residential properties. Therefore, this docking method is generally only applicable to the docking of fruit and vegetable cooperatives with strong distribution ability in the suburbs of cities and densely populated communities in cities.
Case: Beijing weekend car vegetable market
On weekends, the on-board vegetable market promotes the docking of vegetables from vegetable farmers to the community, reduces the cost of intermediate circulation links, and the community exempts vegetable merchants from rent and management fees, so vegetables are cheap and fresh, and the price is cheaper than the surrounding markets 15%. According to the monitoring data, at the "Haidian No.9" food stall located in Lanqiying Community, Haidian, the purchase price of small rapeseed is 1 yuan per catty, and the price is 1. 18 yuan. The purchase price of cucumber is 2.75 yuan per catty of 2.5 yuan. There are forty or fifty kinds of vegetables and fruits sold in the community, and five or six kilograms of fruits and vegetables are sold every day.
The main sellers of the weekend car-mounted vegetable market in Beijing are mostly vegetable companies and cooperatives in the suburbs of Beijing, and it has gradually developed from the "weekend car-mounted vegetable market" to the daily "community car-mounted vegetable market" three to four times a week. According to Wei Yuhua, head of Hongwei Anmin, who owns 25 community vegetable direct-selling cars, "Although selling vegetables does not make money, the community vegetable car market has attracted a large number of consumers by relying on parity and small profits but quick turnover. At present, each direct-selling car has achieved a monthly profit of more than 10,000 yuan by selling fruits with higher gross profit margin." In order to respond to the government's policy of benefiting farmers from vegetables and expand the influence of the company, Hongwei Anmin took the initiative to set up 18 kinds of "price-limited dishes", which are the most popular seasonal dishes for the public, and the varieties also change according to the seasons. The price of "price-limited vegetables" is 20% ~ 30% lower than that in ordinary vegetable markets, and there is basically no profit.
At present, a new model of vehicle-mounted vegetable direct selling community like Hongwei Anmin has taken root in more than 70 communities in 10 streets in Haidian, Xicheng and Chaoyang. According to statistics, by May, 20 12, the daily vegetable supply capacity of the vehicle-mounted vegetable direct selling community model in Beijing exceeded 50,000 kg, and the accumulated fresh and affordable vegetables were 2.25 million kg.
(3) high-end distribution.
High-end distribution means that urban residents submit purchase orders for agricultural products through internet, telephone and other channels, and cooperatives deliver products directly to residents' homes or designated places according to the order requirements. With the development of Internet technology, high-end distribution, as a new mode of "agricultural cooperation", is a concrete application of B2C mode of e-commerce in the field of agricultural product sales, which has a very broad development prospect. High-end distribution generally has the following characteristics: ① It mainly sells high-end agricultural and sideline products, such as organic vegetables and high-grade miscellaneous grains, which have high nutritional value and market value. ② There is no fixed sales store, but there is an intelligent distribution cabinet in the community, and the service background and distribution center are close to the product origin. ③ Take the high-end sales route, mainly for the middle and high-end consumer groups in cities.
The main advantages of high-end order distribution are moderate production and on-demand distribution, which can reduce transportation loss, ensure the freshness and safety of products and maximize the market value of high-quality agricultural products; The disadvantage is that the technical requirements and distribution costs are high, which is limited to high-end consumers. This type of "agricultural-cooperative docking" is generally suitable for the docking of cooperatives that produce high-end agricultural products and have certain network marketing capabilities with middle and high-end urban communities.
Case: Beijing North Vegetable Garden Agricultural Products Production and Marketing Professional Cooperative Union
Beijing North Vegetable Garden Agricultural Products Production and Marketing Cooperative specializes in the cultivation and sales of organic vegetables. 20 1 1 year, the organic vegetables sold through order distribution exceeded 50% of the total output of organic vegetables in the cooperative, and the organic vegetables were sold at the "organic price", achieving sales income of more than 3 million yuan.
There are two main distribution channels for cooperative orders: one is to distribute organic vegetables ordered by customers to smart lockers in the community. Smart cabinets are usually placed in front of residential buildings. One smart cabinet has 18 vegetable safes, which are controlled by remote computers. Each smart cabinet can be used repeatedly by 60 ~110 community residents. The cooperative arranges the orders placed by customers on the website before 8: 00 every morning, picks the organic vegetables from the cooperative base and packs them directly in the distribution center according to the order requirements, and sends the vegetables to the smart cabinet through the refrigerated truck. Consumers can get the ordered vegetables directly in the smart cabinet with the bar code obtained from the website. In order to ensure the freshness of organic vegetables, the whole process from order confirmation to vegetable delivery to smart cabinet will be controlled within 5 hours. At present, the cooperative has set up 24 smart cabinets in 15 community, which are concentrated in Haidian, Chaoyang and Dongxicheng. Second, cooperatives provide direct door-to-door delivery service according to customer orders as a supplement to communities without smart cabinets. As long as customers who live within the Fifth Ring Road buy agricultural products over 100 yuan on the website, the cooperative can deliver the products to customers' homes free of charge. If the agricultural products ordered are less than 100 yuan, the cooperative will appropriately charge 20 ~ 30 yuan freight.
(4) comprehensive exhibition.
Comprehensive exhibition refers to the docking form in which a single cooperative or multiple cooperatives form a joint agency and set up a comprehensive exhibition and sales platform to operate various famous and special agricultural and sideline products. Generally speaking, the comprehensive exhibition has the following characteristics: ① It mainly focuses on one kind or several kinds of characteristic agricultural and sideline products with high added value, such as bee products, lotus root products, bean products, tea, fruits, gourd, straw mats and other folk handicrafts. (2) have a fixed business place, and most of them are located in middle and high-grade residential areas, shopping malls or downtown areas, with convenient transportation and large flow of people as the principle. ③ Packaging into high-end gifts, highlighting local customs and regional characteristics. It has both wholesale and retail functions, not only based on the local market, selling to community residents, or supplying to local supermarkets, but also radiating to the surrounding areas and even the whole country, and setting up chain stores in other large and medium-sized cities to play the role of wholesale agents.
The main advantages of comprehensive exhibition are good store image, good economic benefits, easy to build brands and expand market influence; The disadvantage is that fresh agricultural products are rarely provided, and the closeness with residents' lives is low. This type is generally suitable for the production of agricultural and sideline products with high added value or the cooperation that can process and package agricultural products to connect with high-end consumer groups in cities.
Case: Hubei Longgu Changshouyuan Agricultural Products Professional Cooperative Union
Hubei Longgu Changshouyuan Agricultural Products Cooperative Association was jointly established by 12 professional cooperatives and registered in Zhongxiang Industrial and Commercial Bureau on March 20 12/6. It is a professional joint organization integrating production, processing, packaging, refrigeration, logistics and sales. The United Society * * * has 5,822 members, covering 7 towns and villages in the city, covering many advantageous industries such as rice, peanuts, vegetables, pigs, bees, aquatic products, edible fungi and poultry. The United Society organized professional cooperatives distributed in different industries, allocated high-quality resources of all branches as a whole, focused on the development of intensive processing industries of agricultural products, and improved the market competitiveness and brand value of cooperative products.
At present, Lianhe has 7 registered trademarks, 2 pollution-free agricultural products certifications and 1 green food certification. In addition, the United Society is also actively handling national geographical indications for the cooperative's characteristic products "rice tea" and "Panlong cuisine". Under the guidance of the municipal government, the Economic Management Bureau and the Industrial and Commercial Bureau, the United Society rented a supermarket storefront in a newly-built commercial and residential community, with a business area of 1700 square meters and a monthly rent of 37,000 yuan. It is going to invest in building a large-scale comprehensive supermarket for agricultural products that integrates multiple functions such as exhibition of special agricultural products, direct sales and catering, and promote and sell the special agricultural and sideline products of various branches. There are nearly 3,000 designed households in this community, and it is estimated that 10,000 people will live in this community within five years, which will bring broad business opportunities for agricultural products comprehensive supermarkets.