Ten years ago, for most citizens, online shopping was just a new term. In the eyes of merchants, online transactions are like a mirage. How many people would have thought that Taobao, a little-known website in 2004, only took four years, and its sales exceeded 40 billion yuan, and it continued to grow at a rate higher than 100% for five years, nearly ten times the total retail sales of consumer goods in the same period. Compared with Taobao, the annual growth rate of 40% large chain retail enterprises in the same period is only equivalent to the mantissa. Taobao's sales exceeded Wal-Mart in 2005, Carrefour in 2006 and even the sum of Wal-Mart and Carrefour in 2007. In 2009, the transaction volume exceeded 200 billion yuan, and it is expected to exceed 300 billion yuan in 20 10. For the vast majority of consumers and online merchants, it is simply a miracle and myth.
The growing popularity of the Internet and the maturity of netizens have expanded the development space of e-commerce. From the day when intnet was officially opened in China from 65438 to 0996, network e-commerce began to sprout and develop. After the freezing adjustment period from 2000 to 2003 and the recovery period from 2004 to 2006, 2007 entered a period of rapid development. Even during the international financial crisis, e-commerce still shows great development advantages and market potential. According to the statistics of CNNIC (China Internet Information Center), at the end of 20 10, the number of netizens in China reached 446 million, and the Internet penetration rate climbed to 33%. It is estimated that the total amount of e-commerce transactions in 20 10 will reach 4.2 trillion yuan, including 3.8 trillion yuan of B2B transactions and 430 billion yuan of online shopping transactions (the online shopping transactions increased by more than 100% in 2007, 2008 and 2009). The growth rate of online payment, online shopping and online banking users is around 30% for half a year, and it is expected that the number will increase in recent years.
[exploration]
Agricultural e-commerce is full of vitality.
The development speed of agricultural e-commerce lags behind some advantageous industries. The main reasons are as follows: First, the current degree of agricultural production intensification is not high, and there are fewer participants in agricultural e-commerce, resulting in high operating costs; Second, some fresh agricultural products have higher requirements for logistics and transportation and are difficult to operate; Third, the profit of agricultural products is relatively low, which is not attractive to venture capital and commercial capital. However, the development of agricultural e-commerce, as an important content to improve the level of agricultural informatization, has been paid more and more attention by government departments. In the second half of this year, the Ministry of Industry and Information Technology and the Ministry of Agriculture jointly issued the Action Plan for Agricultural and Rural Informatization (20 10-20 12), which not only proposed to speed up the construction of rural information infrastructure, but also specially formulated the expansion plan for agricultural e-commerce, and the state's support for agricultural informatization was unprecedented. In addition, the gradual improvement of agricultural standardization, the development of cold chain logistics system of agricultural products, and the increasing popularity of online banking and electronic payment also provide a strong guarantee for the development of agricultural e-commerce. The external environment for developing agricultural e-commerce is becoming more and more mature, and the spring of agricultural e-commerce is not far away.
Like other industries, after long-term exploration and practice, a number of successful cases have emerged in the field of agricultural e-commerce. In the field of B2B, there are the commercial version of China Agricultural Information Network built by the Ministry of Agriculture and the new rural commercial network built by the Ministry of Commerce. The "food basket" information network has been connected to more than 3 10 wholesale markets in the production and marketing area, and the wholesale prices of 348 varieties of meat, eggs, fish, fruits and vegetables are collected every day to serve the public. These websites integrate the functions of agricultural product information release, consultation and interaction, purchase and sale docking, etc. At the same time, the integration of TV version and digital TV allows farmers to inquire about the supply and demand information of agricultural products while sitting at home and sell their own agricultural products without leaving home. Some areas have also started local agricultural specialty brands with the help of Taobao C2C platform, such as Henan Xinzheng and Tieguanyin Tea, which are now household names.
With the continuous promotion of triple play and the continuous improvement of rural information service network, the "last mile" bottleneck problem of agricultural information is expected to be completely solved, and the rural information service network will directly extend to township agricultural service centers, intermediary organizations, leading enterprises, wholesale markets, villages, brokers and large farmers. The unblocked omni-directional three-dimensional information superhighway will clear the last obstacle for the popularization of agricultural e-commerce.
[practice]
Vigorously develop the network marketing of Yixing agricultural products
Our city is located in the south of Jiangsu Province, with developed agriculture and rich specialties. There are more than 400 agricultural products processing enterprises, more than 800 large-scale agricultural bases and more than 0/000 specialized households in the city. In order to promote the rapid development of agricultural e-commerce in our city and let high-quality agricultural products embark on the fast lane of online sales. The Municipal Bureau of Agriculture and Forestry concentrated on the development of high-quality agricultural products production enterprises in the city, and specially built the agricultural special network mall-Tianlv Agricultural Special Network as a window to display high-quality agricultural products in the city, concentrated superior resources, accelerated the optimization and promotion of Tianlv Network, and improved the competitiveness of agricultural special products in the national market as a whole.
The government takes the lead and agricultural enterprises participate to form a network marketing pattern. In May, 2065438+00, according to the principle of "government leading, social participation, market operation and farmers benefiting" of the Ministry of Agriculture, the Municipal Agriculture and Forestry Bureau led some leading agricultural enterprises to hold a working meeting on the construction of "Yixing Tianlv Quality Agricultural Products Marketing Network" to analyze and study the development status of agricultural products e-commerce. After detailed investigation and study, we decided to set up Yixing Tianlv Quality Agricultural Products Marketing Company. During this period, we commissioned a professional company to develop the B2C mall "Tianlv Mall" (Tianlv Agricultural Specialty Network) and opened Tianlv Taobao flagship store on Taobao C2C platform. Opened a physical franchise store in the city. The establishment of physical stores is not only the storage of online sales, but also the supplement of online sales, and it is also a powerful guarantee for online sales companies.
"Tianlv Mall" is a combination of physical store and online mall, and its marketing adopts direct selling and distribution mode. Through a series of commercial operations, Yixing "Tianlv" high-quality agricultural special products were finally launched nationwide.
Vigorously promote, actively promote sales, and gradually push to the market. "Tianlv Agricultural Specialty Network" has been paid attention to and supported by leaders at all levels since it was officially launched on July 20 10. Wuxi Daily, Yixing Daily and other media carried out a series of in-depth reports.
During the Mid-Autumn Festival, Tianlv. Com and Taobao launched the slogan "Welcome Mid-Autumn Festival, celebrate the National Day, and kill the discount in Tianlv Mall", launched various targeted gift packages, and used some products to promote sales at low prices and provide some leisure snacks. With the favorable opportunity of Mid-Autumn Festival, they opened up the market in online sales. In just a few months, the monthly turnover of physical stores is 50,000 yuan, and the online monthly transaction volume exceeds 1 10,000 yuan.
Based on local conditions and facing the whole country, we will strengthen and expand the brand of Tianlv. The most important thing for online merchants to become bigger is to establish their own brands. To be strong, Tianlv.com should make full use of network marketing technology and pay attention to brand promotion. First, at the level of product management, with brand management as the core, we will unite large agricultural enterprises in our city, integrate small-scale bases, and build a core enterprise group with light asset structure and heavy marketing network. The second is to absorb social capital and venture capital through capital operation, strengthen the strength of Tianlv Company and establish the whole industrial chain of agricultural products production. Third, according to market demand, encourage enterprises to develop products with large market consumption and guide enterprises to produce agricultural products with high technical content and high added value. Four, professional planning Tianlv network promotion activities: in Google, Baidu and other search engines and well-known portals to promote keyword, advertising space, link exchange, reasonable analysis of keyword prices, timely advertising, while testing, in order to obtain the highest rate of return on capital. Fifth, flexible use of a variety of online marketing models. Heaven's law Com operates in the mode of direct selling+distribution. The website integrates powerful distribution functions at the time of design, that is, realizing membership system and agency system. Sixth, implement the Tianlv.com upgrade project and integrate it into a B2B2C comprehensive website. B2B plate of integration of SkyTravel. Com is used for online sales, and at the same time, it provides agricultural products supply and demand information publishing services for agricultural enterprises, large breeders and agricultural specialized households free of charge, making Tianlv truly become a two-way interactive and multifunctional agricultural e-commerce website.