Agricultural E-Commerce Logistics First, Pinduoduo And China Post Plan To Build 150 Agricultural Product Bases In Three Years

On September 19, China Post Group Co., Ltd. and pinduoduo reached a strategic cooperation agreement. The two sides will conduct in-depth cooperation in the fields of agricultural products entering cities and poverty alleviation and agricultural assistance, and plan to build 150 China Post agricultural product bases in three years, so as to provide high-quality agricultural products from the source for pinduoduo platform.

In recent years, pinduoduo has continued to cooperate with China Post on local level, exploring the "Shaanxi Weinan model" and "Guangxi Guigang mode" of the national agricultural products up speed channel. The two sides will continue to promote the docking of agricultural products production and marketing nationwide, and help to build a multi win win rural e-commerce ecosystem.

New ecology of rural e-commerce

As early as 2016, China Post's local branches have launched the first wave of e-commerce pilot projects in agricultural production areas on the newly established pinduoduo platform. Among them, Shaanxi Weinan post took the lead in poverty alleviation in pinduoduo. One year later, pinduoduo opened a green channel of "Shaanxi Post's targeted poverty alleviation official store", which promoted a large area of each county from Weinan to sell apples, melons, crisp pears, sweet potatoes and other local agricultural products, creating a new mode of organic integration and efficient development of postal system and new e-commerce platform.

Guigang post of Guangxi, under the situation of local government pushing passion fruit industry, settled in pinduoduo in 2017, mainly selling baixiangguo and other agricultural products. With the help of the new e-commerce agency's delivery sheet fission, Guangxi Guigang post, in conjunction with the local government and postal savings bank, created a new mode of "integrated development of e-commerce + logistics + finance".

According to Qiao Yu, responsible person of Weinan post, "186 postal outlets are all over Weinan towns. We are always the first to know the difficulties of local farmers. Naturally, we have the information and organizational advantages of receiving goods. Farmers' land is scattered, and the scale is not large, and consumers' order matching just matches the agricultural products with different maturity and production areas. "

Pinduoduo enables upstream through big data, uploads information such as the situation of production areas and logistics conditions, so as to standardize the circulation and make agricultural products directly distributed to consumers all over the country from the fields. The local post integrates e-commerce and logistics into one, with the second delivery and controllable circulation, thus establishing the rapid advantage of agricultural products.

Both enterprises cover the most extensive urban and rural areas in China and have the largest audience. Logistics and e-commerce have penetrated into all parts of the country like a capillary. Since 2016, e-commerce pilot has been extended to many provinces and cities from north to South and from west to East. Among them, pinduoduo started with agricultural products. It has been established for five years and has nearly 700 million active buyers. The annual transaction volume of the platform is more than 1.2 trillion yuan. It has become the largest agricultural products uplink platform in China.

Through the e-commerce platform to connect the production and marketing of agricultural products, pinduoduo store of Weinan post has achieved "the average delivery time is 17.78 hours shorter than that of peers, the signing time is 15.75 hours faster than that of peers, and the arrival time is 29.22 hours faster than that of peers".

"As a direct e-commerce business, the post can make full use of the full coverage system of postal services, penetrate the capillary vessels into remote" small production areas ", explore the potential demand of nearly 700 million consumers with the help of a lot of big data, and rapidly promote the small number of agricultural products through social fission." Pinduoduo said.

The front line of poverty alleviation and agriculture

Since 2020, pinduoduo has further developed in-depth cooperation with some local branches of China Post, and assisted the development of rural e-commerce with the help of the emerging mode of city and county magistrate live broadcast to help agriculture.

In 2019, during the "Duoduo poverty alleviation day" activity, Weinan post sent 13000 Red Fuji apples a day for pinduoduo consumers, most of which were directly collected from poor households. Since August this year, Gansu Post alone has many pinduoduo stores in Wuwei, Jiuquan, Tianshui, Linxia and other branches. With the help of live broadcast by the city magistrate, Gansu Post has achieved sales of agricultural products ranging from tens of thousands to hundreds of thousands.

Before that, Su Guobo, the head of Gulang County in Wuwei City, Gansu Province, carried goods live in the official post store of pinduoduo Wuwei, attracting more than 940000 people to watch and make orders. Under the leadership of Li Minghai, deputy governor of Linxia, Gansu Province, leaders of seven counties and one city, the live broadcast of pinduoduo stores operated by Linxia post attracted more than 600000 people to watch and make orders. To attract more and more people from Longquan, Gansu Province. It is reported that more than one Prefecture and city will join in the cooperation.

The relevant person in charge of China Post said that in the future, China Post will give full play to the advantages of China Post's brand, direct access to the source and integration of three flows, deeply embed the three links of agricultural production before, during and after production, and build a system of agricultural products source supply chain, agricultural products production and marketing docking system, agricultural products storage and logistics facilities, and development rural e-commerce ecosystem with pinduoduo and other platforms.

In addition, pinduoduo also stepped forward at the moment of agricultural emergency. In 2016, the poor village Pingding village of Liujiawa Township, Chengcheng County, Weinan City, Shaanxi Province, had poor persimmon sales. It was through pinduoduo that poor households were helped to sell persimmons online. The villagers not only sell persimmons to make money, but also participate in packing, packing and handling, earning extra wages. They sell nearly 50000 Jin persimmons in 10 days, bringing more than 50000 yuan of direct income to the villagers.

In 2019, no merchants came to purchase Baiyu sugarcane in Muge Town, Gangnan District, Guigang City, Guangxi Zhuang Autonomous Region due to the continuous winter rain. Muge town has been selling white jade cane offline for many years. A bundle of 40 Jin white jade cane can be sold for 60 yuan when the market is good, which is an important source of local farmers' income. Baiyu sugarcane is faced with unsalable situation, which has affected sugarcane farmers.

The local post has joined hands with pinduoduo and other platforms to solve the problem of the unsalable Baiyu sugarcane in Muge town. Guigang post has set up 14 processing and packaging points in six administrative villages of Muge town. It organizes more than 500 villagers to process, pack and seal boxes every day, and puts them online at the purchase price. In less than 10 days, 2 million catties of unsalable white jade cane are sold out. Most of them go out of Guigang through e-commerce platforms such as pinduoduo and youtesco.

"The best online experience of agricultural products e-commerce is pinduoduo." At the China Post agricultural products production and marketing docking Conference on September 19, Professor Hong Tao from the Business Economics Research Institute of Beijing Business University said that pinduoduo has been leading the social development of agricultural products e-commerce, and the penetration rate of agricultural products live broadcasting and the transaction volume of agricultural products e-commerce are constantly rising.

Data show that the trade volume of pinduoduo's agricultural products will reach 136.4 billion yuan in 2019, and it is expected to exceed 250 billion yuan in 2020. As of the end of August this year, more than 360 heads of cities, counties and districts across the country have participated in the live broadcast of helping farmers on pinduoduo platform.

From point to area, agricultural products have been operated in scale from single product to multi category. There are successful e-commerce demonstration of Weinan post in Shaanxi, Guigang post in Guangxi, Gansu Post, etc. this time, pinduoduo has reached strategic cooperation with China Post, and has also moved from poverty alleviation to a broader upward channel of agricultural products.