Development mode of the E-commerce of eco-agriculture products in China

With the extensive use of the Internet and mobile technology, E-commerce in China has shown tremendous growth advantages and market potential, especially in promoting the access of eco-agriculture products. The E-commerce of agriculture products has shown diversification on the mainstay. "Three products, one indication"(pollution-free, green product, organic product, geographical indication) has becomes the primary character. Although the market of fresh products occupies a limited and meager profit, the blue sea effect has caused capital to enter into a large-scale development. It is very clearly shown after the analysis that the market of eco-agricultural E-commerce is vast and the expansionist policy for E-commerce environment is favorable. Meanwhile the required hardware and software of network in E-commerce are basically equipped with rapid development of service technology and strong driving force for innovation and development as well as an endless stream of new models and platforms. The whole phrase of development can be divided into five major stages. Through the analysis of five perspectives, such as platform, driver, participant, food supplier and Taobao, 16 types of agro-products E-commerce models and their different types of e-payment support systems are summarized, revealing the two major bottlenecks of development, namely the markets with limited share and low profit-making and the impact of cold chain services on E-commerce development. The thesis finally fortells the ten trends for the future development.