War epidemic view | “visible” dishes come, how to “get” faster?
Recently, Shanghai has entered the most critical stage of the battle against the epidemic. Whether the living supplies, especially vegetables and other agricultural products, can keep up has become a topic of particular concern to the public.According to the information given by all parties, there is no shortage of life support materials.Take vegetables, for example. Whether it is the fields on the outskirts of the city or the support from other provinces, the “green oil” that Shanghai residents love is growing in stubble and being transported by truckload.But why many citizens still feel “buy food difficult”, why are still trying to “store food”?The key issue is to ensure that people can “get” these goods smoothly while “seeing” them.For residents living in lock-in communities, “whether they can buy food online” has become an important symbol of “whether the market supply is sufficient”.Because of emergency times, consumption patterns have changed — for the vast majority of residents in locked-in communities, online procurement is the only way to meet their daily needs.Even in the early stage when some communities had not been locked down, the CDC had publicly suggested online procurement for many times, making residents more inclined to purchase through online platforms.As a result, even though there are plenty of daily necessities such as agricultural products in supermarkets and vegetable markets near the neighborhood, residents still feel that they cannot buy them.How to solve this problem?It’s not as simple as increasing the capacity of fresh e-commerce.According to the consumption characteristics of Shanghai agricultural products market in the past, although fresh e-commerce is a new way of consumption in the era of mobile Internet, the proportion of trading volume of “online ordering and offline distribution” is not high in the total consumption of agricultural products in the city.Roughly 70% of Shanghai’s vegetable trade is still based on the traditional “wholesale market-retailer” model.The “retailer” here may be a supermarket or a husband and wife fresh shop on the street. It is more of a stall in the vegetable market than a fresh electricity supplier.It can be seen that the total transaction volume of fresh e-commerce is not large, so even if the transportation capacity of fresh e-commerce is increased, it still cannot meet the demand of most citizens to buy vegetables.In this case, it is necessary to change the idea of “visible” to “accessible” : to promote the sales channels that previously did not or could not provide online ordering, offline distribution, and quickly meet the online ordering needs of citizens.In fact, some communities have found ways to do this.For example, in the grassroots cadres, property or warm-hearted residents under the lead of, they will HuJiao agricultural cooperatives, the supermarket stores, the resources of agricultural products in the market through the way of “village group”, has realized the unified booking, unified distribution “set set set”, avoid residents “seconds and kill” individually, and solved the problem of the supply channel capacity is limited, greatly improving the efficiency of distribution,Alleviating residents’ difficulty in buying vegetables.However, this model also has defects, is the lack of unified deployment, is still a piecemeal.As far as I know, many agricultural cooperatives, supermarket stores and vegetable markets do not have logistics resources themselves. In order to deliver goods to your door, they have racked their brains by using private cars, express delivery companies and off-topic platforms, but only part of the community can solve the problem of buying vegetables.No wonder the head of a suburban agricultural production cooperative cried out: “We have food, but how can we get it to the city?”At this time, there is an urgent need for support from all sides.For example, local governments are already coordinating bus resources to deliver centralized orders for fresh food e-commerce in some areas.Can we also consider connecting the above distribution capacity with the supply resources of supermarkets, vegetable markets and production bases?In this way, it opens up a broader supply channel, and also enables the main force of Shanghai agricultural products trading to play a role, turning “visible” life support materials into “accessible” at the doorstep of citizens.At a deeper level, the contradiction between “visible” and “unavailable” is actually a mismatch between market supply mode and citizens’ consumption habits in the special period, as well as the gap between traditional transaction and digital operation.At present, many operators of traditional trading methods are spontaneously connecting supply and demand through “online group buying” and “community solitoring”. If the government can push forward at this time, it may not be able to achieve positive and long-term results:On the one hand, it can relieve the anxiety of current citizens about “buying vegetables is difficult”. On the other hand, it encourages traditional operators to try new models and make a contribution in the era of mobile Internet.Declaration: The copyright of this article belongs to the original author, if there is a source error or infringement of your legitimate rights and interests, you can contact us through the mailbox, we will promptly deal with.Email address: email@example.com