|
| Initial categories | Initial concepts | Original data statements |
|
| Growing climate of agricultural products | Status of cash crops | The climate of Wuyi mountain is suitable for growing tea, so we are planting Wuyi mountain rock tea; we mainly grow Mandarin oranges, which are greatly affected by the weather |
| Status of food crops | We usually grow sweet potatoes in a small area of three or four mu |
| Climate for agricultural production | The weather has been bad these years and drought led to a sharp decline in tea production; fruit production is affected by the weather |
| Growing temperature of agricultural products | Temperature for agricultural production | The weather is hot these two years and our planting is affected by high temperatures |
| Growing environment of agricultural products | Weather for agricultural production | The sweetness of the oranges will be affected by rain, too much of which will cause oranges not to be as sweet as they used to be |
| Producing areas of agricultural products | We live in Zhengyan mountain farm, where the tea is sold so well for its quality that you do not even need to sell it online; our tea is in Tianxing village in Wuyi mountain, but there are fewer tourists here these years |
| Qualification of agricultural products | Quality certification of agricultural products | “San pin yi biao” agricultural products can get government subsidies; consumers are more inclined to have agricultural products of certification, such as pollution-free agricultural products, and green food; we can sell our own produce; however, if they are to be strictly examined, it may be difficult to guarantee their quality |
| System certification of agricultural products | Food industry certification requires ISO22000, HACCP system, which is also a large amount of expenditure |
| Standardization of production | Branding of fresh products | The same produce, once branded, costs a lot more; slightly better packaged tea sells well in douyin studios |
| Construction of standardized production system | From these years of operation, I also realize that the standardized production of agricultural products is very important |
| Advanced production technology | Production technology of agricultural products | Nowadays, the management of agricultural products is also very particular about production technology; technology is now necessary for everything, such as how to store produce, and how to process it |
| Scientific packaging, storage, and transportation of agricultural products | Online sales challenge the supply chain; although live-streaming can bring orders, but how to deliver, how to pack, etc., must be considered clearly before live-streaming; now, a large part of the operating cost is spent on packaging, storage, and transportation |
| Production costs of agricultural products | Production of agricultural products | The product volume is relatively small, so it is not easy to sell; our own Mandarin oranges usually come to market around winter; our tea farmers pay special attention to the growth of tea leaves and dare not to use pesticides |
| Expiration date | Because fruit has a very short shelf life, it is usually picked and sent out before it is fully ripe; otherwise, the fruit will easily rot in transit |
| Logistics costs | Product packaging costs | We do not sell our own products online because of the high cost of packaging; the packaging alone costs a lot of money, but in fact, the product itself is not expensive |
| Logistics and delivery | The epidemic has increased the difficulty and cost of logistics operations; the epidemic has made national distribution difficult |
| Marketing and promotion costs | Costs of the operating team | I am too old to know much about Internet; a small amount of product is not worth paying someone to live stream; I cannot afford to have people conduct live streaming; typically, the cost of operation teams and platforms is high |
| Advertising expense | It is not worth the cost; if there is no advertising, there is no traffic; without money, there would be no traffic and no consumers to buy our products |
| Local traditions and customs | Behavioral modes | With a low level of education, we can only play on mobile phones, but do not know how to run live streaming and short videos; we watch live streams and short videos, but we cannot operate; I will use e-commerce only after many of my peers have adopted it |
| Living habits | After dinner, young people watch Douyin or play cards; usually, when we are not working outside, we get together to chat and play cards |
| Social cognition | Social experience | In our village, people who go out to start businesses have experienced many things; now, the outside world is changing a lot; we really need to learn more |
| Reflections on social activities | The women here generally do not like to talk in front of others and feel very uncomfortable; I get so nervous in front of the camera that I cannot run live streaming, and I do not know what to say; I do not feel comfortable exposing myself to cameras or interacting with fans in the studio; |
| Local customs | People in our village are conservative and do not like live streaming, and we feel the same as the host; Minnan people are quite bold and willing to try new ways |
| Population structure | Family structure | We have a larger family and the children will come back to help when they grow up; we only have two kids, and the whole business is dependent on us, so we do not have the energy to do anything else |
| Cultural structure | My own education level is low, but my kids know a little bit about it, and they will make live streaming on Douyin when they have time; I went on to a junior college later; with more communication with my classmates, I am much braver |
| Policy and technology development | National policy | |
| Scientific and technological development | In recent years, the government has issued a lot of e-commerce policies to benefit farmers and provided a lot of training; our cooperative runs special e-commerce training courses, which we attend whenever we have time; thanks to good policies, times, and technology, we can sell things at home; mobile phones and the Internet are developing rapidly; Ii you do not learn, you will be left behind |
| Characteristics of farmers | Level of education | The county’s agricultural machinery station provides farmers with e-commerce training; there are many college students in our village now |
| Scale of incomes | I opened a taobao shop a few years ago and made a little money; I was an early e-commerce entrepreneur in my village, so relatively speaking, I earn more than others |
| Personalities | I have a quick temper, and I do what I decide to do; in retrospect, I made the right decision; I like making friends, more friends and more opportunities; I am ordinary and conservative |
| Interpersonal connections | We should get to know more people and learn their advantages; most of the time, judgment is important, and the correct judgment comes from experience; I am used to rely on my experience |
| Product price | Product price | Fruit prices have not changed much in the past two years; tea prices have been heavily affected by the pandemic |
| Differences in different sales channels | Products are purchased by customers at a low price but sold online at a high price; live streaming can lead to better prices for produce |
| Sales risk | Differences in sales | If products are sold to buyers, we can quickly sell out the products, but the profit is low; selling products by live streaming is a matter of luck; sometimes products sell well, sometimes they do not |
| Differences in channel risk | The buyer can take all the products at once; I just wait at home; online sales take a long time; customer source depends on accumulation; the product will be easy to sell on some accounts that run for a long time |
| Risk of damage | Online sales require seven days of gratuitous compensation service for bad fruit, which makes online sales more risky and in debt; what we fear most is that the fruit will spoil in transit; poor logistics will make us lose money |
| Investment costs | Pre-investment restriction | I Know e-commerce will be profitable, but it will take a big investment to start with; what we farmers need most is money |
|
