A Research On The E-commerce Development Of Fresh Agricultural Products And Its User Experience In China

As the booming of e-commerce, the e-commerce of fresh agri-products has become further popularization and deepening in China, which especially from 2012, those traditional off-line super markets, e-commerce enterprises and internet investors have paid great attention to the field in succession, highlighted the researches on e-commerce patterns of fresh agri-products and enlarged the investment in the field. However, nowadays, the primitively development of e-commerce of fresh agri-products, the traditional concepts on purchasing fresh agri-products, and the restriction on brand and logistics hinder the progress of the industry. During the exploring and improvement of e-commerce patterns, the e-commerce of fresh agri-products owners have confronted various problems which include both the limited resource integration competence and the bad impression on experience or perception, which has been at the stage of probe. This article focuses on the state-of-the-art and the problems of user experience on e-commerce of fresh agri-products in our country, puts forward the appraisal system of user experience in the industry, and combines with the case of Chinese e-commerce of fresh agri-products enterprise --Too Too Club to analyze the current user experience and at last proposes the user experience of e-commerce of fresh agri-products.Currently, the challenges and opportunities of Chinese e-commerce of fresh agri-products confronting are as follows:(1) The consumers of e-commerce of fresh agri-products groups are comparatively concentration, which mostly distribute intensively in the east of China, especially in Beijing, Shanghai and Guangzhou etc. and most of them are white-collar class who are rich experience on online shopping, percipient in new things and unavailable on buying fresh agri-products through traditional path.(2) The purchase frequency of consumers who are willing to buy fresh agri-products online is instable. As the price of fresh agri-products itself is cheap while the package and transport cost is expensive, most owners of e-commerce of fresh agri-products have try every measures to increase the unit price of fresh agri-products during purchase, but this action will turn user experience worse. Thus, the purchase frequency is susceptible.(3) The website designs of e-commerce of fresh agri-products are similar with each other. These days the work of e-commerce website design in our country has been highly mature, while the layout of large number of fresh agri-products websites are basically following the style of Tmall and Jingdong which are categorized distinctly and obviously with big goods pictures but also giving rise to visual fatigue to consumers.(4) The last kilometer problem of e-commerce of fresh agri-products is difficult to tackle. As the temperature for fresh agri-products is sensitive, which requires the cold-chain logistics running through the whole business process of fresh agri-products. However, the technology of cold-chain logistics is hard to satisfy the demand for whole course distribution timely, except the developed districts. Thus the business on e-commerce of fresh agri-products has not covered the whole country.(5) It is hard to deal with supply chain integration of the e-commerce of fresh agri-products. As comparing other products, the production controllability of fresh agri-products is poor, which lowers the standardization of them. Hence, for the guarantee of providing the greenly, freshly and safely fresh agri-products, it is urgent for owners to integrate the supply chain on e-commerce of fresh agri-products.(6) Consumers have a bad impression on buying e-commerce of fresh agri-products. Nowadays, comparing the consumption of traditional fresh agri-products, the e-commerce of fresh agri-products has finely differentiation with each other and is easy to substitute. Furthermore, there is a highly requirement for every link of e-commerce of fresh agri-products and there are various factors for practically consumers experience, which results in the badly user experience of e-commerce of fresh agri-products.This article summarizes problems which meet during the development of e-commerce of fresh agri-products, analyzes consumers’ currently consumption process of e-commerce of fresh agri-products and the perception of consumer experience on every process, constructs the measurement system of user experience on e-commerce of fresh agri-products, which analyzes the influence factors from the six parts, such as brand, fresh agri-products, fresh agri-products websites, purchase process, logistics and after-sale service. Furthermore, the author combines the currently famous and public praised enterprise--Too Too Club which deals with self-supported e-commerce of agri-products, analyzes the strengths and weaknesses of user experience on the website, and at last sums up the problems of user experience on e-commerce of agri-products in China to recommend directions for the research of user experience on e-commerce of agri-products.The researches have obtained such enlightenments through researching the development of e-commerce of agri-products and problems on user experience:The owners of e-commerce of fresh agri-products should enhance promotion of brands and fresh produce, improve the consumers’awareness of online shopping for fresh agri-products and the recognition of brands; second, consummate and enrich websites of e-commerce of fresh agri-products, and facilitate online shopping and improve consumers’attraction for it; third, the supply chain should be integrated to guarantee the standardization, security and freshness of agri-products supplying; forth, highlight the differentiation advantages on e-commerce of fresh agri-products and build acceptable marketing model basing on advanced brands.;fifth, let consumers percept fresh agri-products directly; sixth, optimize the logistics cost to fulfill target consumers real demands and make sure the timely and safely goods transportation; seventh, attach importance to the after-sale services and intensify the consumers’recognition of e-commerce of fresh agri-products of e-commerce to boost the loyalty of consumers.