First, cooperatives operate their own websites. Through the network, we can establish contact with customers in production and sales, and sell our products at home and abroad. For example, more than 200 cooperatives in Beijing have established their own websites or webpages. Daxing District, Beijing has established the marketing model of e-commerce transaction system, and initially established the framework of "online transaction and offline distribution". In 2009, the e-commerce transaction volume of agricultural and sideline products reached 10 million yuan, and innovative exploration was carried out.
The second is to open a shop online. Cooperatives can enter Alibaba, Taobao and other online trading platforms to realize the online marketing of agricultural and sideline products of cooperatives. Compared with the cooperative self-operated website, the cost of entering a mature e-commerce platform is relatively low.
The third is the marketing mode of online joint agency. For example, in 2008, Fangshan District of Beijing built an "online cooperative" on the basis of "Fangshan Rural Cooperative Network". In the two years since the online cooperative began to operate, online stores have been established for 120 cooperatives, and 562 kinds of member products have been introduced, involving 20,059 members and farmers, and the accumulated operating income has been170,000 yuan. The website has set up columns such as cooperative introduction, product exhibition hall, management construction and technical service. Promote products for cooperatives, provide technical services for members, establish the cultural image of cooperatives, and strengthen external exchanges of cooperatives. The opening of the information service platform of "Online Association" has broadened the income channels and increased the income for cooperative members.
When developing e-commerce, cooperatives need to solve the following problems: first, there is a shortage of talents, especially professional e-commerce talents, and attracting excellent e-commerce professionals is very expensive for a single cooperative, so training e-commerce salespeople may be more suitable for the current development of cooperatives; Second, financial difficulties, to run a good website requires continuous capital investment, many cooperatives will invest in the early stage of developing e-commerce, but often give up in the later stage, resulting in all previous efforts being wasted; Third, it is difficult to promote the brand of cooperatives, especially small-scale cooperatives, whose agricultural and sideline products do not have scale effect or brand effect, and the input-output ratio is very low when conducting e-commerce.
Case: Sanlian Fruit and Vegetable Professional Cooperative in Chengdong Village, Chang 'an Town, Haining City
Sanlian Fruit and Vegetable Cooperative in Chengdong Village, Chang 'an Town, Haining City, Zhejiang Province is a cooperative specializing in grape production and sales, with a base area of 3,000 mu and an annual output of 6,600 tons of grapes. 20 1 1 In March, the cooperative spent about 20,000 yuan to set up a website to publicize and promote "Shengyou" grapes. College student village officials in Chengdong Village provide photos, news and other materials to improve market visibility, and at the same time build a complete information platform to facilitate communication between the supply and demand sides and expand sales. After the establishment of the website, it has attracted more and more attention from wholesalers and consumers. Recently, there are four or five hundred hits every day. Wholesalers from Shandong, Jiangxi, Guangzhou, Hangzhou, Jinhua and other places have come to purchase grapes. In addition, some varieties of grapes are in short supply.
Cooperatives cooperate with "a website" to participate in search ranking. Pay per click, 80 points per click, 300 to 400 yuan every day. Although the cost is not low, considering that "one website" covers more than 90% of netizens in China, it can bring huge customer flow to the grape brand of the cooperative and turn it into business opportunities and income. At that time, the cooperative decided that it was worthwhile. After the website was put into operation, the cooperative quickly realized that this was not "value for money", but "value for money". According to the person in charge of the cooperative, after adopting online marketing, the brand awareness has gone up, and the sales volume and sales price have increased by more than 20% compared with last year. At present, 30% of the total sales revenue comes from obtaining information through the network platform. According to a preliminary estimate, this income is about 6.5438+0 million yuan, which is undoubtedly a drop in the bucket compared with the 20,000 yuan needed for website construction and post-maintenance costs.