Analysis on the Development of E-business of Fresh Agricultural Products in China

Abstract

The fresh agricultural products refer to the primary agricultural products which aren’t through deep processing methods such as cooking, manufacture and so on, including vegetables, fruits, meats, aquatic products, milk, flowers, etc. The electronic business of fresh agricultural products, (e-business of fresh agricultural products for short), refers to the direct sales of fresh agricultural products to meet the need of consumers on Internet platforms by all the means of electronic business. The traditional transportation of the fresh agricultural products from farmers to consumers generally includes four or five circulation links. The circulation cost remains high because of the excessive circulation links and wastage. E-business of fresh agricultural products [1] helps to directly transport the agricultural products from the producers to consumers and accelerate the circulation of fresh agricultural products owing to the decrease of circulation links. Meanwhile, e-business of fresh agricultural products can solve the information asymmetry problem and informationize the circulation of agricultural products, which can lift the restriction of time and space to some extent. Therefore, it’s necessary to understand the operating mode of e-business enterprises of fresh agricultural products and probe the ways they profit. This article is aimed to draw a conclusion after analyzing the e-business of fresh agricultural products in China from four aspects—the current situation of e-business of fresh agricultural products, the problems in purchasing fresh agricultural products online, the case study of e-business of fresh agricultural products (take Tmall’s business of fruits for example) and four suggestions concerning the development of e-business of fresh agricultural products in China.