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Report on Operation and Investment Strategy of China’s Fresh Food E-commerce Industry

  • August 2013
  • 115 pages
  • Beijing Orient Agribusiness Consultant Ltd.
Report ID: 1911257

Summary

Table of Contents

Research Background

China’s agriculture has stepped into a period of high-speed development, and the agriculture industry as a whole is faced with many development opportunities such as the improvement of industrialization, the improvement of industrial integration, the speeding-up of logistics and information, and the diversification of development channels, which, on the whole, signifies the change from “traditional agriculture” to “modern agriculture”. The so-called modern agriculture, a concept in comparison with the traditional agriculture, refers to the socialized agriculture with wide application of production material and scientific management method provided by modern science and technology and modern industry. Compared with the traditional agriculture of the small-scale production pattern, the modern agriculture is an agriculture mode with the characteristic of high input and high output.

China has stepped into the mid-stage of industrialization, and the relationship between industry and agriculture is changing into the pattern of industry supporting agriculture. With the policy support and encouragement, the constant innovation of agricultural production management technology, the constant improvement of consuming capability and food safety awareness of the public, China’s new agricultural industry has aroused great concern from investors.

In such a context, the E-commerce of agricultural products/fresh food enjoys prosperous development. Its sales revenue grows rapidly. According to the 2012 Ali Agricultural Products E-commerce White Paper by Ali Research Center, the number of online shops engaging in the sales of agricultural products in the Ali platform exceeded 260,000 and the sales revenue of agricultural products reached nearly 20 billion Yuan. It is estimated that the number of online shops engaging in the sales of agricultural products will exceed 1 million in 2013, and the sales revenue of agricultural products will exceed 50 billion Yuan in 2013 and 100 billion Yuan in 2014.

Meanwhile, we also noticed that the E-commerce rate in the sales of agricultural products is less than 1%, while E-commerce rate of the cosmetic products retail was 16.3%, E-commerce rate of 3C products retail was 15.6% and the E-commerce rate of clothes retail was 14.3% in 2011. The trade of agricultural products, especially the fresh agricultural products, is considered the last fertile land of E-commerce and the most difficult one to handle.

Recently, E-commerce platforms such as JD.com, Store No.1, and many industry giants, such as SF Express and COFCO, all enter into the E-commerce filed of fresh agricultural retail, a “blue sea” in the eyes of industry insiders. On the other hand, currently only some direct E-commerce business of fresh agricultural products could gain profits, and the market has come to question the commercial pattern of the direct E-commerce of fresh agricultural products.

Whether the fresh food E-commerce has a promising future? What is the future development trend of the industry? Which commercial patterns and operation strategies will be successful? And where are the potential investment opportunities in the production and circulation of agricultural products? This report will use methods such as Five-Force model industry analysis, the value chain analysis and SWOT analysis to analyze the data of E-commerce enterprises and seek answers to the above questions, analyze the current condition of the industry, provide scientific prediction of the future development of the industry, so as to provide precise reference for each practitioners the investors, and the government departments engaging in the circulation of fresh agricultural products.

Beijing Orient Agribusiness Consultant Ltd.(BOABC) is a company providing professional agricultural information service. Since its establishment, BOABC has adopted the standards and the operation specifications of international agricultural consulting companies, focused on the information service to large agricultural fields and research into the market and industries and provided professional and in-depth services concerning strategies advice. In the past decade since its establishment, BOABC has successfully provided services of a wide range and of a variety of levels to many customers at home and aboard, including world-famous agricultural companies, comprehensive trading companies, and financial investment institutions, agricultural and corresponding institutions. Many of BOABC’s customers are leading companies in each field of agriculture and 30 of the top 500 companies in the world has subscribed our information products for many years.

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