As an old user of e-commerce, I used to buy together on 6.18 and Double 11. Because the big promotions are cheap, I bought TVs, air conditioners and washing machines for my home, or bought clothes, shoes and socks, or stocked up on paper towels and laundry detergent. As I get older, the desire to consume seems to be less strong, but I am still concerned about food, and I also start to care about Pinduoduo's "Super Farm Products Festival". On Pinduoduo, I have bought sunshine roses from Xichang, Sichuan, winter dates from Dali, Shaanxi, pomegranates with soft seeds from Binchuan, and kiwis from Zhouzhi. Of course, the most commonly bought rice is from Panjin, Liaoning. I went to Panjin more than ten years ago to sell fodder, saw the grand occasion of raising crabs in the rice fields there, and never forgot the rice in Panjin.
I used to like to spend money on electronic products and clothes, but now I think it is the most affordable to spend on food. Didn't the old saying say that people depend on food. In the past two years of the epidemic, travel has been troublesome and work is also busy. There is no way to travel all over the great rivers and rivers of the motherland, and taste the special agricultural products, good ingredients, good fruits, and good rice noodles from all over the country. It is very easy to buy directly online , without leaving home, I still hope to eat more delicacies from all over the world.
Tea, tobacco and alcohol should be the earliest products with regional signs. Every province has its own famous cigarettes and wines. When it comes to tea, everyone knows Hangzhou Longjing, Dongting Yinzhen, and Xinyang Maojian. Picky old tea drinkers even drink Pu’er tea to the top of a certain mountain. The same seems to be the case in foreign countries, such as wine, whiskey and Japanese sake, which are also divided into regions and wineries. For example, ham must be from Iberia or Parma.
More and more local governments and practitioners are also consciously promoting local landmark agricultural products and creating branded agricultural products. In the train era, it was Dezhou grilled chicken, Daokou grilled chicken, and Wuchang fish. In the past few years, the most popular dish was Yangcheng Lake hairy crabs. Hairy crabs, a super category, also became popular in Panjin rice crabs and Jinji Lake hairy crabs. The later story is about Chucheng. The popularity of Chucheng also made the rock sugar oranges in Yongxing, Hunan and Mayang, Xiangxi become famous. The CCTV documentary "China at the Tip of the Tongue Mountain" was once crowded with everyone. In addition to promoting Jinhua ham, it also made cloud hams - hams from Yunnan Xuanwei and Nuodeng popular.
In the branding and industrialization of local landmark agricultural products and agricultural products, e-commerce platforms have played an indispensable role. Many people look at the world "beyond this place" through the Internet. In addition to beautiful scenery and stories, another big longing for "somewhere else" is actually food. The beauty needs to be appreciated in person, but for food, many people have bought specialty agricultural products across the country through e-commerce platforms.
From August 2019 to the present, Pinduoduo has held the Agricultural Products Festival for four consecutive years, and its radiation production areas have also expanded from 500 in 2019 and 1,100 in 2021 to nearly 2,000 this year. This set of data shows that Pinduoduo's view of agriculture as the foundation of its business is not empty talk, and it also shows that local governments and farmers attach importance to e-commerce. Through the "Super Farm Products Festival", many agricultural products have been sold, and while farmers have increased their income, they also have the opportunity to brand agricultural products like industrial products.
Judging from the history of the evolution of China's e-commerce, the emergence of the "Super Farm Products Festival" is inevitable. At the beginning of the birth of e-commerce, it was mainly highly standardized products such as books and 3C, and then clothing and beauty products. Although the e-commerce platforms all cover the whole country or even the whole world, these categories that were popular on the e-commerce platforms before actually mainly cover the urban population. The biggest increase brought about by the mobile Internet is actually in towns and villages, but in the early days of mobile e-commerce, more industrial products went down, and various platforms are trying to sell various products to the countryside. The birth of the "Super Agricultural Products Festival" is the completeness of rural e-commerce in the true sense, because one thing after it completes the "downstreaming of commodities", it is "uplinking of agricultural products". For e-commerce, rural areas are not only a demand market at the consumption level, but also a supply side.
For agriculture and rural areas, e-commerce is not only for farmers to spend money, but also for farmers to make money.
JD.com's 618 and Tmall Double 11, the basis behind the two big promotions are made in China and China's urbanization process. The short-term value of 618 and Double 11 is to drive consumption and promote employment. Their long-term value is to accelerate the construction of commercial infrastructure at the logistics and transportation level and promote the improvement of commodity circulation efficiency. In 2012, the number of national express service packages was 5.69 billion In 2021, the number of express parcels nationwide will be 108.3 billion. Ten years ago, the average daily parcel volume was 15.58 million. In 2021, the average daily parcel volume will be 296 million parcels. At the same time, the average delivery time nationwide in 2011 was 60.5 hours, and the average time in 2021 is 53.45 hours.
The jewels of 618 and Double 11 are in front of me, which also makes me look forward to the "Super Farm Products Festival", not only because I am a foodie, I can buy all kinds of cheap and delicious agricultural products from all over the world through the food festival, and more importantly, The "Super Agricultural Products Festival" can bring real industrial upgrading and improvement of the circulation efficiency of agricultural products to agriculture and rural areas. The construction of fresh food, cold chain and rural warehousing and logistics needs a festival like the "Super Farm Products Festival" to drive it.
Good agricultural products must not only be produced, but also sold. Strictly speaking, our country has never been short of good agricultural products. Take the story of the "Sunshine Rose" grape, which has been very popular in the past two years, as an example.
"Sunshine Rose" is a high-quality grape variety bred in Japan, which only appears in various imported high-end fruits, and is known as "Hermes among grapes". Around 2013, Sunshine Rose was introduced into my country. Because of its good quality and high price, many farmers planted it one after another. According to statistics, in 2016, the planting area of sunshine roses in my country was nearly 100,000 mu. By 2021, the planting area of sunshine roses will reach 800,000 mu. Correspondingly, the planting area of Sunshine Rose in Japan is less than 3,000 mu, and the planting area of South Korea is only 4,500 mu.
The good result brought about by the expansion of production capacity is that the once "noble" grapes have become more and more close to the people. In the old days, Wang Xietang Qianyan flew into the homes of ordinary people. Of course, the expansion of production capacity also brings a risk. Farmers follow suit and planting can easily lead to slow sales.
How to let more people eat "noble" grapes with affordable prices, and at the same time, let growers grow grapes with more peace of mind without worrying about slow sales? At this time, the value of the "Super Farm Products Festival" is reflected. Simply put, the "Super Agricultural Products Festival" is to use the "agricultural land cloud competition" model to promote large-scale "production and consumption docking" of high-quality agricultural products.
Among the many planting places of Sunshine Rose, Xichang, Sichuan has unique geographical advantages and industrial foundation. Xichang has enough sunlight and a large temperature difference between day and night, so it is known as the Little Spring City. Thanks to its unique geographical advantages, Xichang began large-scale grape planting in the 1980s. According to official information, at present, the grape planting area in Xichang City is more than 100,000 mu, with a total output of more than 250,000 tons, including many sunshine roses. The aroma of wine is also afraid of deep alleys. With the high yield of Sunshine Rose nationwide, many growers in Xichang are also facing the problem of unsalable grapes. This year's Pinduoduo's "Super Farm Products Festival" has attracted many grape growers in Xichang. In addition to the "zero commission" of agricultural products, Pinduoduo has also invested tens of billions in subsidies and spiked 10,000 people. It solved the sales problem of Xichang grapes and launched the brand of Xichang Sunshine Rose. Xichang Sunshine Rose also became a "super item" at this year's Farm Products Festival.
The core of the "Super Farm Products Festival" is "competition". Through activities such as subsidies, group fights, and spikes, the demand is gathered and further stimulated, and it is easier to produce explosive agricultural products. According to the official data disclosed by Pinduoduo, as of the end of 2021, more than 6,000 models of agricultural products with an order volume of 100,000+ on the Pinduoduo platform have exceeded 6,000, and there are more than 50 types of agricultural products with sales of more than 1 million orders. In addition to Xichang Sunshine Rose, there are also nationally popular fruits such as Shaanxi Dali Dongzao and Zhouzhi Kiwi.
Cases such as Xichang Sunshine Rose, Shaanxi Dali Dongzao, and Zhouzhi Kiwi have achieved industrial upgrading and solved sales problems with the help of the "Super Farm Products Festival", and at the same time realized branding for the whole country. Such a story should be the development trend of agriculture in the future.
The ancients summed up the double dilemma of agricultural development in two sentences: one is that people depend on food, and the other is that low grain prices hurt farmers. On the one hand, agricultural products cannot be sold expensively, which is the basis of people's livelihood; on the other hand, agricultural products cannot be sold too cheap, which will damage the enthusiasm of farmers.
Let’s use the different development paths of sunshine roses in Japan and China to illustrate the dilemma of agriculture: protected by policies and regulations, the production of sunshine roses in Japan is limited, and they are sold at sky-high prices. Because they are expensive, many people cannot afford them. Correspondingly, the planting area of sunshine roses in my country has expanded year by year, and the increase in production has also led to a plunge in the price of sunshine roses, which has further caused grape growers to increase production but not increase income, and even walk on the verge of bankruptcy.
How to let everyone eat cheap and high-quality agricultural products, and at the same time make farmers profitable and profitable? This requires the design of a new business model, as well as continuous practice and iteration. The commercial practice of the "Super Agricultural Products Festival" undoubtedly provides a new idea for solving this agricultural dilemma—that is, to promote large-scale production and consumption docking through the "Agricultural Land Cloud Consolidation", so that both ends of demand and supply become more efficient. With certainty, the gap between peaks and troughs caused by market price fluctuations in agriculture is reduced, and the two curves of demand and supply become smoother.
Mencius said that the people are the way, and those who have permanent property have perseverance. The core of connecting production and consumption through "agricultural land cloud spelling" is actually sustainable development, that is, "constant". Through group joining, consumers can not only eat cheap and high-quality agricultural products, but also allow farmers who have worked hard to have enough harvest. As the old saying goes, small profits make big profits. Behind the "Super Agricultural Products Festival", what consumers gain is the value that spans space—that is, high-quality agricultural products from different places. In addition to the actual income of agriculture, there is also value that spans time—that is, the long-term value brought by the branding of agricultural products.
It is expected that there will be more cases and explorations of agricultural upgrading beyond the "Super Farm Products Festival" in the future.