A Brief Discussion on Blue Ocean Strategy of the Farm Product Electronic Business Under the Booming O2O Pattern

Jun Ma

Abstract With the rapid development of electronic business, the increasing demand of fresh farm products stimulates the growth of farm product electronic business. However, nonstandard product, severe product loss, logistics deficiency and unstable supplying constrain its further development. The article begins with the narration on the necessity of breaking traditional farm product distribution frame, then put forward the theories of farm product electronic business and O2O pattern, finally on the basis of the analysis on the present situation and problems of farm electronic business and O2O pattern operations, the effective solutions that can help the farm product e-business to get access to Blue ocean successfully are presented: restructuring more effective distribution channels, improving strategic capability and shaping e-business farm product brand depending on O2O pattern, this also can create higher value of the farmersrsquo; work and bring more benefits to them.

channels Strategic capability Building brand Keywords Farm product electronic business O2O pattern Restructuring

1 Background

Agriculture is the lifeblood of our national economy, it is also the foundation to realize the industrial modernization. China has always been the biggest country to produce, circulate and consume farm products, the output of all kinds of farm products has been steadily increasing year by year. According to the statistics, the output of farm products reached 1.946 billion tons in 2014, how does such a large quantity of agricultural products enter to the terminal market? At present, the majority of farm products still continue to sell through the traditional channel that

J. Ma (amp;)

Department of Marketing, Shengda Economics, Trade and Management College of Zhengzhou, Zhengzhou, China e-mail: 2856989343@qq.com

copy; Atlantis Press and the author(s) 2016 685

E. Qi et al. (eds.), Proceedings of the 22nd International Conference on Industrial Engineering and Engineering Management 2015,

DOI 10.2991/978-94-6239-177-2_70

starts from the market of the farm products origin, and distributes to millions of households by the supermarket and community market. The farm product distribution channels are complicated, farmers get the least benefit but bear the greatest risk. How to find a way to acquire reasonably higher income through their farming work? How can they have the right to price their products? The farm product electronic business is the best solution, which is also strongly supported by the government now [1–12].

The farm products electronic business as an advanced farm product distribution pattern will replace the traditional sales channels. Obviously this pattern can bring farmers more profit and better lives, but it is quite opposite that the farm product e-business is experiencing tough operation. That means few farm product e-businesses made money although there is 2 trillion market potential. Almost 4000 farm product e-businesses exist in this segment, merely 5 % of them can survive, 95 % suffers a loss. Through collecting, researching and analyzing a great deal of related information, some suggestions are presented on how the farm product electronic businesses survive and make a profit based on the discussion of the current situation of the farm product e-business and O2O pattern in the article.

2 Theories Survey

2.1 Electronic Business Theory

Governments, academics and business people defined electronic business in various ways on the basis of their different perspectives and the degree of involvement of e-commerce. In broad sense, E-business originated from lsquo;electronic Businessrsquo;, it refers to operate the business affairs by electronic means. The companyrsquo;s internal, suppliers, customers and partners share information to achieve business processing depend on Internet and other electronic tools, which together with the enterprise internal electronic production management system to improve the enterprisersquo;s efficiency. Electronic business in the narrow sense refers to the business activities based on the network technology. Some scholars also defined the electronic business as a new efficient business operation mode that realize online shopping, online transactions, online electronic payment and a variety of business activities, financial activities and related comprehensive service activities without meeting between merchants and consumers.

2.2 Farm Product Electronic Business

To understand the fresh farm products e-business, the concept of farm product should be figured out firstly, it is unprocessed primary commodity that does some necessary preservation and arrangement works on the store shelves. Perishable and vulnerable farm product mainly includes vegetables, flowers, meat, egg, milk and seafoods etc. the farm product e-business refers to sell the mentioned farm product directly online. The farm product e-business developed dramatically rapid in 2013.

2.3 O2O Online to Offline

1. O2O

O2O is an abbreviation of lsquo;Offline to Onlinersquo;, which combines the business opportunities with Internet, thatrsquo;s to say, Internet is applied as the foreground of the offline transaction. Consumers transfer their demands on the O2O platform, the offline businesses also publicize the commodities and services information what they provide to the platform, the two information lines aim at establishing an efficient and win-win situation of value realization (Fig. 1). The O2O e-business pattern not only better satisfies the consumersrsquo; needs, also help traditional stores to reduce the cost and increase new distribution channel. The profits and survival spaces of the offline shops are being squeezed severely by electronic businesses, the presence of O2O pattern changes the

浅谈蓬勃发展的O2O模式下农产品电子商务的蓝海战略

马军

摘要

随着电子商务的快速发展，新鲜农产品需求的不断增长，刺激了农产品电子商务的发展。但是，非标准产品、严重的产品损失、物流不足和供应不稳定限制了其进一步发展。本文首先叙述了打破传统农产品配送框架的必要性，然后提出了农产品电子商务理论和O2O模式，最后在分析农产品电子商务和O2O的现状和问题的基础上，提出了有效的解决方案，可以帮助农产品电子商务成功进入蓝海：根据O2O模式重组更有效的分销渠道，提高战略能力，塑造电子商务农产品品牌，这也可以创造更高的农民工作价值，为他们带来更多的利益。

关键词 农产品电子商务O2O模式、重组渠道、战略能力、建立品牌

1 背景

农业是我国国民经济的命脉，也是实现工业现代化的基础。中国一直是农产品生产，流通和消费最大的国家，各类农产品产量逐年稳步增长。据统计，2014年农产品产量达到19.46亿吨，如此大量的农产品如何进入终端市场？目前，大多数农产品仍然通过传统渠道继续销售，从农产品市场开始，由超市和社区市场分销给数百万家庭。农产品分销渠道复杂，农民受益最少但风险最大。如何通过农业工作找到获得合理收入的方法？他们怎么能有权为他们的产品定价？农产品电子商务是最好的解决方案，现在政府也大力支持[1-12]。

农产品电子商务作为先进的农产品分销格局将取代传统的销售渠道。显然，这种模式可以为农民带来更多的利润和更好的生活，但农产品电子商务正在经历艰难的运作，这恰恰相反。这意味着虽然有2万亿的市场潜力，但很少有农产品电子商务赚钱。该细分市场中存在近4000家农产品电子商务，其中只有5％能够生存，95％遭受损失。通过对大量相关信息的收集，研究和分析，在讨论农产品电子商务现状和O2O模式的基础上，提出了农产品电子商务如何生存和盈利的一些建议. .

2 理论调查

2.1 电子商务理论

政府，学者和商界人士根据他们的不同观点和电子商务的参与程度，以各种方式定义电子商务。从广义上讲，电子商务起源于“电子商务”，它指的是通过电子方式经营商务。公司的内部，供应商，客户和合作伙伴共享信息，实现业务处理依赖于互联网和其他电子工具，它们与企业内部电子生产管理系统一起提高企业的效率。狭义的电子商务是指基于网络技术的商业活动。一些学者还将电子商务定义为一种新的有效的商业运作模式，实现网上购物，网上交易，在线电子支付和各种商业活动，金融活动和相关的综合服务活动，而不会在商家和消费者之间进行会面。

2.2 农产品电子商务

要了解新鲜农产品电子商务，首先要弄清楚农产品的概念，是未经加工的初级商品，在商店货架上做一些必要的保存和安排工作。易腐脆弱的农产品主要包括蔬菜，花卉，肉类，蛋类，牛奶和海鲜等。农产品电子商务是指直接在线销售上述农产品。农产品电子商务在2013年发展迅速。

2.3 O2O线上到线下

1. O2O

O2O是“离线到在线”的缩写，它将商业机会与互联网结合起来，也就是说，互联网被应用为离线交易的前景。消费者在O2O平台上传递他们的需求，线下业务也向平台宣传他们提供的商品和服务信息，这两条信息线旨在建立一个实现价值实现的有效和双赢的局面。O2O电子商务模式不仅能更好地满足消费者的需求，还能帮助传统商店降低成本，增加新的分销渠道。线下商店的利润和生存空间受到电子商务的严重挤压，O2O模式的出现改变了线下商店之间的替代关系，将他们整合在一起，创造了一种先进的，更优越的商业模式。

沃尔玛是最早展示和实践类似模式的零售业务。其营销团队在2006年提出了“网站到商店”战略并建立了网上商店，消费者在线订购和支付，然后他们自由选择任何沃尔玛连锁店来购买他们购买的商品。这是O2O模式的原型。作为TrialPay创始人的Alex Rampell在2012年总结了O2O概念，他还预测O2O模型的业务规模将是未来十年移动互联网传播下电子商务规模的10倍以上。根据“iresearch”统计，2012年中国电子商务规模已达1.5万亿，O2O业务模式进入快速发展阶段，主要归功于2013年移动设备的整合与改善，O2O的盈利模式模式逐渐变得成熟和清晰。

表1中国主要电子商务细分市场的销售规模预测

大班	小类	2014年规模（1亿元人民币）	2014年规模（1亿元人民币）	卡格尔 (2014– 2018) (%)
B2B的 电子商务	S＆M大小的企业 B2B电子商务	61,358.6	116,627.3	17.4
	企业规模以上的B2B电子商务	28,782.6	42,140.1	10.0
网上购物	网上购物 （手机 PC）	28,145.1	73,000.0	26.9
	移动互联网购物	9297.1	45,039.7	48.4
	PC网络购物	18,848.0	27,960.7	10.4
在线旅行	在线机票	1607.3	3250.0	19.2
	在线酒店	636.1	1620.0	26.3
	在线度假	426.5	1286.7	31.8
O2O	餐饮O2O	941.9	2127.3	22.6
	娱乐O2O	660.0	1521.5	23.2
	婚礼庆典 O2O	45.2	227.1	49.7
	亲子O2O	55.7	135.9	25.0
	化妆美容O2O	54.1	88.7	13.2

在成熟的移动技术和应用的前提下，根据Alex Rampell的预测，到2022年，中国的O2O市场规模将达到20万亿。这表明O2O的模式在未来有巨大的增长空间。除了Rampell Alex预测之外，“iresearch”咨询公司提供的统计模型也可以看出发展趋势（表1）。

除了移动在线购物领域最快速发展外，表1还清楚地表明在线旅游（严格意义上也是O2O模式）和O2O模式将引人注目，增长率超过20％。中国的电子商务细分市场。

2. O2O模式的优点

从客户的角度来看，O2O模式可以带来以下好处：它可以帮助客户最大限度地降低搜索和消费成本；平衡客户和线下商店之间的信息不对称；为客户提供离线试用机会，以提高客户的满意度。对于线下商店，O2O模式除了扩大销售渠道和覆盖更多消费者外，还可以帮助他们在注册客户的统计分析的基础上进行精准营销，提高满意度；它还使传统商店实现有效的订单管理，以降低库存成本。对于O2O电子商务公司而言，其O2O平台将电子商务的高效率与完美的线下体验相结合，为客户和线下商店带来更大的价值，同时也创造了巨额利润并加强了O2O电子商务公司由于业务流程和资金流动的网上交易和交易，最终将实现双赢。

3 我国农产品电子商务现状及O2O模式分析

自2011年以来，生鲜农产品电子商务以前所未有的速度发展，并因其被视为新的“蓝海”而引起众多财务问题和追捧。《2014 - 2015年中国农业电子商务发展报告》显示，中国新鲜农业电子商务规模为