How can local pavilions sustain their momentum to achieve better development?

The popularity of local pavilions cannot be achieved without the joint efforts of multiple actors, including local governments, e-commerce platforms, agricultural product producers and operators, and investors. Local pavilions have broken the long-standing situation in which local agricultural product e-commerce platforms fought alone, enabling local platforms and major e-commerce platforms to leverage each other's strengths and providing a mechanism-level possibility for shared development and co-construction between local platforms and major platforms. Relying on the trading popularity of market-oriented third-party major e-commerce platforms to redirect buyer traffic helps overcome the long-standing buyer-side shortcomings that restricted transaction completion on previous top-down platforms, and improves the transaction conversion rate of agricultural products. At the same time, local pavilions' pursuit of the best and most distinctive local agricultural products also sets higher requirements for the quality and safety of agricultural products, providing an opportunity to sort out regional agricultural resources and build brands.

With the in-depth development of local pavilions, some problems have also emerged. Some large third-party trading platforms have developed into giant platforms gathering massive buyers, sellers, and traded goods, which has led to rising transaction costs. Coupled with layer upon layer of market screening, local pavilions have become a "high threshold" that many agricultural product producers and operators shy away from. In the future, giant platforms should move toward more precise transactions, making transactions more convenient. Promote transaction precision along the dimension of territoriality.

At the beginning of opening, transaction volume increased significantly, but the subsequent fading of enthusiasm has also become a dilemma faced by many local pavilions. For local pavilions to successfully channel traffic from major platforms, relying on temporary operations alone is difficult to sustain. In addition to continuous vigorous marketing to increase customer traffic and transaction conversion rates on local pavilions, what is more important is the cultivation of the industrial chain. E-commerce marketing must satisfy people's pursuit of cultural value, and this should be reflected through real products and services.

The sustained momentum of local pavilions cannot be achieved without innovation-driven development. At the current stage, the most important institutional and mechanistic obstacle in China's agricultural product e-commerce field is that the government system and the market system each fight separately. Between the government system and the market system, between local platforms and major platforms, among multiple platforms and cross-platform frictions, between local pavilions at different levels, and among different actors of local pavilions, the question of through what mechanism to integrate forces has only just begun to be addressed. The space for future exploration is enormous, which requires market innovation and mechanism innovation to work together, continuously exploring operating mechanisms suited to different stages of development, and promoting dynamic adjustment of existing mechanisms to keep pace with the times.

Looking at local pavilions at different levels at present, county-level pavilions are closer to market resources than higher-level local pavilions, are more convenient for making solid progress along the industrial chain, and have advantages in decision-making, coordination, implementation, and adjustment in market innovation and mechanism innovation. This will be a good development direction for local pavilions in the future.