Agricultural product sales light up the "Double 11" report card

Reporter Fu Ao Lei

A few days ago, the 14th "Double 11" e-commerce shopping festival ended
.
On the first day of "Double 11", more than 30,000 orders of "Ehime Oranges" were sent out from Meishan outlets in Sichuan; Jiangsu Yancheng Dongtai network collected nearly 5 tons of camelina and more than 2,000 cartons of eggs; Shanxi Linyu outlets ushered in a bumper harvest of apples, and boxes of apples were shipped to all parts of the country through online live broadcast, offline exhibition and sales, e-commerce sales and other modes.
.
.
This set of data shows that the "Double 11" e-commerce promotion has penetrated deep into the countryside, and more villagers enjoy the benefits and convenience of online shopping while selling characteristic agricultural products to the whole country
through e-commerce.

As "Double 11" has gone through 14 years, at the 14th "Double 11" high-level seminar hosted by the 30-person forum of agricultural products e-commerce and the National Vocational College Rural Revitalization Cooperation Alliance, the participants reached a consensus: "Double 11", as an e-commerce festival innovation, has become a national shopping feast, driving consumption upgrading, promoting employment and economic development, and playing an important role
in empowering rural revitalization.

Deep participation in live streaming e-commerce

During this year's "Double 11", various agricultural assistance activities "dominate the screen" live broadcast room
.
As a new online consumption method, live streaming has heated up rapidly in recent years, breaking regional restrictions and becoming one of the
important drivers to stimulate consumption potential.
The sales of agricultural products with the help of e-commerce platforms are conducive to enhancing the competitiveness of high-quality agricultural products and more effective production and marketing docking, which is conducive to continuously helping farmers increase income
.

Live streaming e-commerce is deeply involved in rural revitalization, and live streaming to help farmers has become a new form of
e-commerce inclusiveness.
Song Ying, a professor at Chongqing Technology and Business University, said that this year's Tmall "Double 11" opened a special activity day of "one more agricultural goods", which opened up a new commodity pool for the village planting agricultural goods zone, including more than 1,500 high-quality agricultural products from 49 regions, such as Jiangxi Guangfeng Majiayu, Hunan Yongshun chili sauce, and Shaanxi instant kiwifruit, which is convenient for anchors who have not found suitable agricultural goods to choose
.
"In this way, each Taobao live broadcast room will bring an extra agricultural product, so that the agricultural goods can be the protagonist
of each live broadcast room for 3 more minutes.
" For example, Song Ying said, for example, ByteDance relies on the Douyin and Toutiao platforms to open special agricultural areas such as "Mountain Goods on Toutiao" and "DOU in the Mountains is a Good Scenery" to bring high-quality and distinctive agricultural goods out of the countryside and put them on the tables
of urban consumers.
It is reported that during this year's "Double 11", "mountain goods on the headlines" landed in Gansu, and the "flavor Gansu" special area was launched, and Qilian goat meat, flaxseed oil, Tianshui flower beef apple and other "sweet taste" were welcomed
by consumers.

In addition, under the model of "e-commerce platform + head anchor or new farmers + farmers in the place of origin", the origins of major agricultural products across the country have carried out large-scale live streaming festivals
.
"In this way, the advantages of live streaming and short video e-commerce are highlighted, and diversified and three-dimensional scenes are realized, not only studio scenes, but also scenes of origin and place of consumption, and it is easier to bring immersive experiences
to consumers when combined with multiple scenes.
" Song Ying said
.

Hong Yong, associate researcher at the E-commerce Research Institute of the Research Institute of the Ministry of Commerce, said that Qinglong County in Hebei Province is rich in chestnuts and is a local characteristic agricultural product
.
As one of the former 832 national-level poverty-stricken counties, through the help of e-commerce and the new form of live broadcast sales, Qinglong Chestnut has gone nationwide, achieving the purpose of consolidating and expanding the achievements of poverty alleviation and comprehensively promoting the effective connection of
rural revitalization.

Supply chain and packaging issues still need to be solved

Song Ying said that through "Double 11", we can see that there have been deep-seated problems
in agricultural product e-commerce that have not yet been solved.
First, it is reflected in the
supply chain of agricultural products.
A stable supply chain system is the key to supporting the development of e-commerce, and agricultural products e-commerce is not only to bring goods, but also to promote the transformation
of agricultural product supply chains through the development of e-commerce.
The most urgent task is to realize the organizational and digital transformation of agricultural product production, so as to support the high-quality development of
agricultural product e-commerce.
The second is reflected in the packaging of
agricultural products.
The report of the 20th National Congress of the Communist Party of China proposed to "accelerate the green transformation of development mode", and China should attach great importance to the problem of excessive packaging and incorporate packaging governance into the
green environmental protection system.

"First of all, we should strengthen source control, pay attention to the application of new technologies and new materials to develop green, low-carbon, low-cost and suitable for online sales of fresh agricultural products; Secondly, to strengthen green education and green social responsibility, the government, enterprises and consumers need to take a three-pronged approach; Third, it is necessary to establish a unified recycling system and intelligent recycling facilities, recycling incentive policies and other measures
.
Song Ying said
.

Zheng Yuhong, chairman of Wanglai Yunshang Global Information Technology Co.
, Ltd.
, believes that the high-quality development of agricultural products e-commerce must conform to the development of branding and the development of supply chain stability, so that agricultural products can truly achieve "from the field to the table"
.

"Double 11" continues to maintain vitality

It is worth noting that this year's "Double 11" major e-commerce platforms have chosen to keep a low profile
in terms of sales data such as gross merchandise transaction volume (GMV).
Tmall's "War Report" emphasized that domestic products accounted for more than half of the super items with sales of more than one million yuan or even 10 million yuan during the "Double 11" period; Jingdong focused on "standardizing" nearly 10,000 kinds of agricultural products with a turnover of more than 100,000 yuan and other agricultural assistance data; Kuaishou has introduced differentiated service standards for consumers, such as "Double 11" to purchase fresh food, and also enjoy the policy
of "return of broken food and return of damaged".

With the continuous development of China's e-commerce, the market has become saturated, and only relying on GMV data is far from considering "Double Eleven", but should use more diverse indicators to look at "Double Eleven"
more comprehensively.

In this regard, Hong Tao, one of the initiators of the 30-person forum for agricultural products e-commerce and director of the Supply Chain Finance Committee of the China Association for Trade in Services, proposed to advocate 7 aspects of "e-commerce culture" to comprehensively promote rural revitalization, empower consumption upgrading, and empower a better quality of life, that is, advocate a positive and healthy new culture of digital agricultural products e-commerce, advocate digital agricultural products as the core content of empowering digital village construction, advocate exploring the ecological development of a variety of digital agricultural products e-commerce models, and advocate the provision of agricultural products of excellent quality in the market , advocate the compliance of agricultural products e-commerce, a positive new culture of live streaming goods, advocate the ethical culture of e-commerce with standardized operation and civilized operation, and advocate the elimination of monopoly, tax evasion and other e-commerce behavior culture
.

Industry insiders said that with the continuous prominence of e-commerce in the retail service industry and the production and manufacturing industry, "Double 11" should also do more in supporting more small and medium-sized businesses, brand promotion, customer acquisition and sales increase, through the creation of various new technologies and new online and offline infrastructure, so that the integration of the digital economy and the real economy is accelerated, and finally on the basis of the continuous increase in consumer welfare, to achieve the common growth and development of agriculture, manufacturing, service and other industries, so as to be "Double 11" The ultimate value provided to the social economy is also the key to the continued vitality of
Singles' Day.

China Food News(November 18, 2022, Version 07)

(Responsible editor: Zhu Meiqiao)