December 11, 2023 The annual large-scale ** promotion activities of e-commerce platforms are an important window to observe the consumer market, and many new trends in the consumption of agricultural products can be glimpsed from the changes in this year's "e-commerce promotion". Yushang Small Loan learned that the total sales of this year's "Double 11" reached 1,138.6 billion yuan, a year-on-year increase of 208%。Among them, there is no lack of help from rural consumers, and many high-quality agricultural products are also selling well.
According to the "2023 "Double 11" Consumption Insight Report jointly released by the China International Electronic Commerce Center Research Institute and other institutions, this year's "Double 11", the e-commerce of agricultural products has developed rapidly, and the sales of Dali winter dates, Sanmen blue crabs, Zhouzhi kiwifruit, Mengzi pomegranates, and Zhaotong apples have increased by more than 100% year-on-year. Many rural owners are still actively stocking up to participate in the "e-commerce promotion" at the end of the year, and they have increasingly become an important part of small and medium-sized businesses on e-commerce platforms.
Since its birth in 2009, "Double 11" has gone through 15 years of carnival, from the original merchants to dump the "tail goods" discount to the present, it looks like a return to "low-price competition", in fact, behind the return is not only the perception and insight of the macroeconomic environment and consumer mentality changes, but also the turn of the industry's own development. The change in consumption mentality is a good thing for agricultural and food consumption, which is a rigid demand. Compared with other categories, food and other rigid demand, high-frequency consumption has attracted more attention from consumers, not only "the quantity is rising", the overall scale is expanding, and the pursuit of "quality" is also continuing. According to data from Tmall Global, sales of high-quality Chilean cherries increased by 960% during the "Double 11" period.
In fact, in the field of agriculture and food, the demand of consumers for diversification, personalization and quality is increasing. At present, China's agricultural products are sufficient, and agriculture is changing from increasing production to improving quality. Consumers' focus on agricultural products has changed from "whether there is any" and "whether it is enough" to "whether it is good or not" and "whether it is good or not". How to provide consumers with delicious, green, healthy, nutritious and cost-effective has become a new growth direction for the agricultural and food industry.
A temporary price reduction only requires merchants to be "ruthless", but to maintain low prices and take into account reasonable profits requires a strong and systematic chain capability. "It's the same delicious every time you eat it" puts forward high requirements for the standardization and quality control of agricultural products. For agricultural products with low margins, it is even more necessary to think about how to better meet consumer demand. Low prices are not absolutely king, and the idea of reducing the consumer experience is not advisable. In the previous case of live broadcast e-commerce of agricultural products, there have been cases of out-of-stock and product quality decline due to instability, which has greatly consumed consumer trust.
In short, consumers' yearning for a better life is by no means an "extremely low price" stripped of value. Yushang Small Loan believes that the marketing of agricultural products needs to be vigilant against the vicious circle of bad money driving out good money, and focus more on product quality and differentiated experience. "Native products" to go out of the circle is not only to cultivate new brands, but also to realize the process of renewing old brands.