see recent media reports: China current agriculture related e-commerce platform has exceeded 3 million, of which agricultural e-commerce platform has reached 3000. However, the loss of agricultural electricity supplier operation is the industry status quo. Among them, food steward 4 years operation total investment of 35 million yuan, is still operating at a loss to Wuhan; just two and a half years electronic family easy food boxes covering more than 1 thousand and 200 communities, total investment about 60000000 yuan, while the daily turnover is not small, but basically is losing support, what causes
because I have a variety of agricultural products and electricity suppliers have different levels of in-depth exchanges, from the industry perspective, the analysis of the following several important factors:
a traditional B2C thinking;
this is a big misunderstanding, many business platform that an online B2C platform, through the guide flow, the customer will go online shopping, in fact wrong! Don’t get the electricity supplier of agricultural products with the traditional B2C thinking, so to make absolute one. Customers buy not only products, is a healthy life, so the electricity supplier of agricultural products need to let consumers from the story behind the item, planting base, picking experience, logistics experience, traceability, supply chain visibility and other dimensions of the whole show, so traditional B2C thinking is fatal.
two definition of the target population deviate from the marketing strategy detours;
electricity supplier of agricultural products to produce flow is a concern, demand, the market still belongs to the cultivation period, and the target population are mostly urban female white-collar workers, the pursuit of healthy life + Internet shopping needs, at the same time, there is the cost of time is too high Gao Fu handsome people. You must define the grass root people, to meet the "22 + two + three lean cabbage root garlic bolt" demand, you’re two words: dead, dead loss.
many of the electricity supplier of agricultural products you Montreal and advertising, push the crowd to man, the old lady, that is absolute deviation! So, how to achieve precise marketing target customers, is a reflection of the problems of agricultural products business.
under a farm produce, fresh electricity supplier explosion point is a generation after 90 married family, so the electricity supplier must pay attention to this kind of agricultural products.
three will be "electricity" will not "business";
base integration + marketing + flow + transaction + supply chain services + word of mouth marketing, this is a closed loop of agricultural products can not be played. The current major misunderstanding many management center in the electricity supplier of agricultural products, that "marketing + flow + transaction" three, only to pay attention to "electricity" and not to ignore the "business"; in fact, the real key to achieve profitability, in business. 2013 Chinese economic person of the year, GREE Dong Mingzhu said: "I told you today, marketing do better, if we turn away from your supporting point of technology and quality, and integrity, your marketing is a fool, you are a liar". Similarly, the end of the electricity supplier of agricultural services