农产品销售O2O模式分析

Analysis on the Innovation of Online to Offline Sales Pattern of Agricultural Products

近几年来,社会、经济环境的变化以及人们生活水平的提高,使得大众的消费需求变得越来越复杂化。消费者对于消费品的要求不仅停留在优质的层次,更要求产品融入创新特色和非凡的体验感。所以,能够明显地感受到,农产品传统的线下批发和电商渠道都出现了不同程度的滞缓甚至下滑趋势,在这种情况下,农产品新零售O2O模式应运而生,为传统的农产品销售吸引流量,开辟新的利润增长点。文中将首先从O2O模式产生的背景切入,阐述传统农贸市场与B2C、C2C交易模式的缺陷,以及消费者对于农产品购物体验要求的改变。继而简单描述了O2O模式的概念、运行机制和特点,主要包括不断创新,信息资源的整合,社会化、移动化、本地化的结合和产销一体化集成品牌效应。最后针对缺乏明确质量标准,物流体系不完善和消费观念需转变等问题提出相应的未来发展策略。

In recent years,with the changes in the social and economic environment,as well as the improvement of people s living conditions,there is a tendency that public tastes towards consumption have become more and more complicated.The requirements from customers are not simply featured in high quality any more,but also include factors,such as innovation and sense of experience.So it can be obviously seen the traditional channels for selling agricultural products,like offline wholesales and online sales seem to be presented a sluggish or even declining result.In this condition,the new O2O pattern for agricultural products sales accordingly gives a rise,which subsequently has managed to attract the public attention and improved the financial performance.This article will start with the introduction of the background of the pattern by depicting the drawbacks of traditional markets and B2C and C2C patterns,as well as some changes in the consumers’requirements of shopping experiences,then give a brief description of the definition,operating mechanism and characteristics,which includes continuous innovation,the integration of resources and information,the combination of socialization,mobility and localization and the improvements of brand awareness resulting from the linkage between production and sales.Finally it presents the identification of potential problems in terms of lack of quality standards and complete logistics,plus with the consumption values,then proposes future response strategies accordingly.