Taobao's latest data provides the answer—many consumers are beginning to turn to purchasing organic food. Over the past month, the Taobao Ecological Agriculture Channel (http://ny.taobao.com) organic agricultural products日have seen average transaction volume exceed 500,000, with more than 20,000 households across the country on average each day using this “organic agricultural products market” to solve their household grocery needs.
Organic red dates, milk, and rice are selling the best.
Well-known organic foods and local specialties from across the country—such as “Haoxiangni” red dates from Henan, apples, raisins, and flat peaches from Xinjiang, hairy crabs from Yangcheng Lake, and Red Fuji apples from Yantai—were previously thought to be available only in specialty stores along bustling streets. Now, through the Taobao Ecological Agriculture Channel, with a simple click of the mouse to place an order, express delivery brings them right to your door.
The Taobao Ecological Agriculture Channel currently focuses primarily on organic agricultural product transactions, including vegetables and fruits, meat, poultry and eggs, and grain, oil, and side products. Although it has been “open” for only a little over 2 months, it already has more than 300,000 loyal consumers.
Data shows that the best-selling organic agricultural products are currently organic red dates, organic milk, organic tea, organic rice, and organic cooking oil, because these products are suitable for long-distance transportation and have no regional restrictions. Among them, organic red dates produced in Xinjiang have topped the sales list for two consecutive weeks. Buyer Ms. Ma said that she used to buy fruit in fruit supermarkets, but the prices and quality she found were uneven and not always satisfactory. Some looked very nice, but she worried there might be problems. When buying online, however, she can clearly see the merchant's qualification information, the fruit's place of origin, and other consumers' experiences and feedback, which actually makes her feel more reassured, and the prices are also much cheaper.
In addition to fruit, over the past month, the transaction volume and search growth for rice from Heilongjiang in Northeast China have risen the fastest. In the store messages, the reporter found that many consumers buying rice are repeat customers, gradually increasing from buying a few kilograms the first time to 20 kilograms or even more. “I used to buy organic rice in the supermarket for about 50 yuan per kilogram. I bought the same brand of organic rice from Taobao at about 30% off, and it tastes exactly the same when cooked, especially for porridge—the taste is excellent.” “Fast shipping, good rice, I'll come back to buy again.” Comments like these from consumers fill the page.
In addition, relevant Taobao staff introduced that as organic food is gradually recognized by consumers and the Spring Festival and other日holidays approach, some organic nuts have recently日also shown an upward trend in transaction volume.
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Organic farm owners are competing to open stores online.
Although selling organic agricultural products online is still a new thing, it has already become a trend in agriculture. Merchant Mr. Tang told the reporter: “After joining Taobao at the end of August this year, because I had no previous online sales experience at all, I didn't receive a single order in the first week. Later, under the guidance of Taobao's operations staff, we retook photos of the red dates, revised all the descriptions, and by September, orders from all over the country kept coming in. In the few days before the Mid-Autumn Festival, transaction volume almost exceeded 30,000 yuan every day. Previously, in my offline physical store, my customers were at most within about ten kilometers around me, but through Taobao, more than 70% of my customers come from cities such as Beijing, Zhejiang, Guangdong, and Shanghai.”
By comparison, Ms. Fan is much more experienced. In fact, as early as last year they began exploring how to use e-commerce to sell food produced on their own farm. After the Taobao Ecological Agriculture Channel opened, they seized the opportunity and quickly became one of the leaders in it.
“In fact, we have always supplied high-end offline supermarkets, and demand exceeded supply, but even so, we still wanted to open a store on Taobao. Because we believe online sales are an inevitable trend, and opening an online store allows us to face consumers directly, eliminating many intermediate links. Although the final selling price is much lower than in supermarkets, our profits have actually increased.”
According to Chen Qingtan of Taobao's New Agriculture Development Department, over the past six months or more, the Taobao Ecological Agriculture Channel has made multiple visits to agricultural-product-rich provinces and cities such as Xinjiang, Guizhou, Guangxi, and Heilongjiang for inspections, hoping to use the internet to promote organic specialty agricultural products from all over the country nationwide, and to let consumers across the country know about, understand, and accept them. Judging from the operations and sales over the past two months, it has completely exceeded initial expectations. At present, the channel brings together organic agricultural products produced by正规 farms with enterprise qualifications from more than a dozen provinces, municipalities, and autonomous regions, including Zhejiang, Shanghai, Jiangsu, Liaoning, Heilongjiang, Beijing, and Xinjiang, as well as organic agricultural products from the United States, Australia, Europe, Israel, and other regions. Nearly 300 organic farms have already joined, and another nearly 700 are in the consultation, inspection, and onboarding stage. The categories cover grain, oil, and beverages, vegetables and fruits, meat, poultry, eggs, and dairy, nuts and dried goods, tea, and milk powder, enough to satisfy a family's日daily living needs.
Public information shows that the entry standards for organic farms may be the strictest on all of Taobao. Not only must enterprise qualifications and organic certification qualifications be reviewed, but farm environmental testing reports (water, soil, air), production standards must also be reviewed, and production commitments must be signed. At the same time, it is also necessary to understand whether each farm has had any negative news before, listen to industry peers“ reputations, and have staff conduct on-site inspections. All agricultural product packaging must also bear an anti-counterfeiting ”organic code," and only then can it finally pass review. Such a complex entry review process is intended to ensure that the farms that join are trustworthy and capable of providing high-quality organic agricultural products.
Regarding this, Director Hu Shan of the Organic Culture Research Office at Zhejiang University, known as China's “first person in organics,” feels deeply about it. She has spent more than ten years promoting organic food and organic lifestyles offline through various means. She believes that the significance of an “organic lifestyle” is not only to promote physical health, but also to promote environmental protection and sustainable development. In response to the current sales situation of domestic organic farms and consumers' level of awareness, Teacher Hu Shan believes that only by expanding sales channels on a larger online platform can more consumers know the benefits of organic food and buy more organic food, thereby bringing more people into the organic industry, reducing the cost of organic food, and promoting the development of the organic industry.
Consumers can “trace” the source of food online.
Compared with traditional channels, the Taobao Ecological Agriculture Channel solves the hardest problem in food safety—“trust.” Previously, because there were too many intermediate links, consumers could not see the real producers, and producers could not see consumers, resulting in severe information asymmetry.
Now, Taobao Ecological Agriculture notes all farm owners' information in their stores and requires public disclosure of information such as production location, production process, and agricultural product safety standards. Data such as farm certificates and organic codes are directly connected with the data center of the China Certification and Accreditation Information Network. In every product listing on the Taobao Ecological Agriculture Channel, consumers can learn where the agricultural product's production base is, what the production environment is like, the production specifications, valid certification qualifications, and so on, and can verify authenticity through the organic code on the product packaging, thereby consuming and eating with confidence.
In early September, when the Taobao Ecological Agriculture Organic Channel officially launched,日transaction volume reached more than 300,000. Before the Mid-Autumn Festival, organic red dates alone日had pre-orders reaching 10,000 units.
Judging from the data provided by Taobao Ecological Agriculture, consumers are currently concentrated in the Beijing, Shanghai, and Guangzhou areas, with the majority being female users from Zhejiang, Guangdong, Shanghai, Jiangsu, and Beijing.Өгүүлэл нь ...-аас авсанFOFCC-http://fofcc.org.cn/mn/11395/
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