Foreign pesticide enterprises have set up key account managers and launched "The Way of Rice" and "More Rice" in the industry trend of land circulation and crop solutions. Why is there no progress in e-commerce? The author has communicated with a number of insiders in this field and gave a relatively consistent answer:

1. With products, foreigners are indispensable to ordinary people, and there is no need to engage in e-commerce;

2. Foreign enterprises are Westerners' ideas, which are very realistic: e-commerce has no soil in China's rural areas (smart terminals are not popular in rural areas, farmers do not understand the Internet, and farmers are too scattered to quickly educate), with large input and small output;

3. Foreign enterprises have just learned to attach importance to the channel, and engaging in e-commerce may hit the channel confidence again, thus affecting sales. They can only bear to part with it. After all, they can't have multiple products with one certificate or operate with multiple brands like state-owned enterprises;

4. Don't understand, just look first;

There seems to be some truth in the above views, but most of them are known by Chinese people. Nobody knows what foreigners think. The author analyzes foreign enterprises from the seven-word policy of Internet thinking -- "focus, perfection, reputation and speed", and obtains a surprising result:

1. Focus: Lei Jun said, "Focus is when you focus all your attention on one model and one product. In fact, the competitiveness is very strong. This is the pressure ability. Because there are few products, you know your products better than your peers.". FMC has achieved several times of growth since it took over "Park Haiin" from Bayer. Both FMC and Bayer have achieved a win-win situation, and the spirit of focus has produced value. In this way, foreign enterprises have Internet genes. The magic weapon for the development of domestic enterprises for many years - the multi-brand, multi-certificate and multi-specification model is no longer popular. They began to focus on brands, and the creation of explosives also confirmed the old ancestor's famous saying "less is more, more is less".

2. Extreme: Dow's old product "Dasheng" continues to grow, which is inseparable from Dow's continuous exploration of product opportunities; Redomir's annual planning book has several pages in the single directory; Whether it is the experiment of multiple batches, multiple crops, and multiple regions before the new product is launched, or the label, poster, and PPT, every word and every picture should be improved. They have achieved the ultimate in their products and work, but they are often ridiculed by Chinese people for being too stupid and stupid. If the Chinese people still don't change their old style (when they go to the toilet, they will have a new product formula), it is really silly to talk about Internet thinking.

3. Word of mouth: Foreign enterprises have been doing consumer education work (germination pots, small experiments, farmers' associations, and observation meetings) since they entered China. Foreign enterprises have achieved transcendence step by step through the participation of consumers and the spread of word of mouth, and their products have penetrated into the hearts of the people one by one. The price of expired products has been reduced by half, and the sales volume still cannot catch up with foreign enterprises. Why? It is not that the quality is poor. To a large extent, foreign enterprises have taken the lead in occupying the minds of farmers.

4. Fast: Foreign enterprises are good at using resources (relying on the power of the government) and willing to spend money. As soon as the new product goes on the market, it will produce a sensational effect.

Compared with the seven-word policy of Internet thinking, foreign pesticide enterprises are all Internet experts. The O2O model advocated by the Internet of Agricultural Means of Production stresses offline and online. Foreign enterprises have taken a step ahead of the Chinese people offline. If foreign enterprises use government relations and strong technology integration capabilities to integrate offline scattered user resources online, it will achieve the latter.

Source: 191 agricultural means person