市(shi)(shi)場(chang)上生(sheng)(sheng)鮮(xian)(xian)(xian)農(nong)(nong)產(chan)(chan)品?的同質化嚴重(zhong)，缺乏(fa)特(te)色的高毛利(li)的高端生(sheng)(sheng)鮮(xian)(xian)(xian)農(nong)(nong)產(chan)(chan)品。生(sheng)(sheng)鮮(xian)(xian)(xian)農(nong)(nong)產(chan)(chan)品的行業(ye)準入(ru)門檻(jian)較低，對于(yu)一些沒有特(te)殊保鮮(xian)(xian)(xian)要求(qiu)的水(shui)果，大部(bu)分企業(ye)會和第三方平臺進(jin)行交易合作。據(ju)艾瑞咨詢的不完整統(tong)計，80%都是通過(guo)淘寶、微店以及入(ru)駐現(xian)有成熟平臺進(jin)行銷售，低準入(ru)門檻(jian)限制了企業(ye)對市(shi)(shi)場(chang)的熟悉掌(zhang)握度，對于(yu)市(shi)(shi)場(chang)需求(qiu)以及市(shi)(shi)場(chang)現(xian)有產(chan)(chan)品分析不夠，導(dao)致線(xian)上生(sheng)(sheng)鮮(xian)(xian)(xian)農(nong)(nong)產(chan)(chan)品的同質化嚴重(zhong)，低端產(chan)(chan)品供過(guo)于(yu)求(qiu)時(shi)，進(jin)行價格(ge)競(jing)爭，破(po)壞了市(shi)(shi)場(chang)平衡，同時(shi)不利(li)于(yu)企業(ye)的長久發展。  

采購環節(jie)過(guo)多  

按(an)理(li)想情況，產銷(xiao)(xiao)一(yi)體(ti)化是(shi)電(dian)子商務下的(de)(de)生鮮(xian)(xian)農產品銷(xiao)(xiao)售(shou)的(de)(de)核心，也就是(shi)說，實現(xian)農產品的(de)(de)產地直(zhi)接(jie)到消費者手(shou)中(zhong)。但現(xian)實情況是(shi)中(zhong)間還有(you)很多(duo)其他環節，造成(cheng)這樣的(de)(de)情況主要是(shi)由(you)于(yu)電(dian)子商務企業過分依賴于(yu)供(gong)應(ying)(ying)商，使(shi)得供(gong)應(ying)(ying)商在整條供(gong)應(ying)(ying)鏈中(zhong)占據了主導(dao)地位，同(tong)時企業還要考(kao)慮到人(ren)力、庫存、運輸(shu)的(de)(de)成(cheng)本，最終與農貿市(shi)場上(shang)的(de)(de)產品價(jia)格(ge)相比(bi)，生鮮(xian)(xian)農產品的(de)(de)最終銷(xiao)(xiao)售(shou)價(jia)格(ge)并沒(mei)有(you)降低很多(duo)，甚至(zhi)比(bi)農貿市(shi)場上(shang)的(de)(de)產品價(jia)格(ge)更(geng)高(gao)。