Pioneering RaaS Model: Restructure Agricultural Upward Circulation to Solve High-Quality Mountain Farm Products Dilemma – Farmers Get Paid First, Platform Charges Later

As a new domestic player, Deyu Technology engages in full-domain e-commerce business covering the production and marketing of agriculture, rural areas and farmers, breaking through the pain points in connection and docking.

A new player has emerged in the production and marketing sector of agriculture, rural areas and farmers. Wuhan Deyu Technology, which focuses on the full-scenario rural e-commerce track, owns the Youdian Kaijuan platform, with the mission of "enabling farmers to sell all their agricultural products without unsold stocks". Relying on AI, Internet of Things and big data technologies, it has built a "one platform, two chains" production and marketing service system, trying to solve the long-standing industry pain points that "high-quality agricultural products are trapped in mountains and rot in fields, with unsold stocks in rural areas and unobtainable supplies in urban areas". At present, the project is advanced with independent investment from the team, and financing information has not been disclosed for the time being.

Mismatch between production and demand ends leads to long-term unsmooth upward circulation of agricultural products

China has about 1.9 billion mu of cultivated land and nearly 500 million permanent rural residents. According to the data from the China National Intellectual Property Administration, by the end of 2024, a total of 2544 geographical indication products had been recognized nationwide, with the direct output value of geographical indication products exceeding 960 billion yuan. On the demand side, 118,000 urban communities across the country gather more than 900 million permanent urban residents, with a daily per capita consumption of agricultural products exceeding 1 kilogram, and the demand of the consumer side for high-quality origin-specific agricultural products continues to grow. However, problems such as poor production-marketing docking, high traffic costs, and inefficient logistics performance have long restricted the upward circulation of agricultural products.

At the policy level, 9 departments including the Ministry of Commerce issued the *Implementation Opinions on Promoting the High-quality Development of Rural E-commerce* in 2024, proposing to basically build a rural e-commerce service system with complete facilities, active market entities, smooth circulation and efficient services within five years, which points out a clear direction for the innovative development of rural e-commerce.

"Youdian Kaijuan and Cangting Cloud Chain": Reconstruct the production and marketing chain with result-oriented principles

In response to the above pain points, Wuhan Deyu Technology has built a three-layer service system that integrates online and offline operations.

On the online side, the "Youdian Kaijuan" AI + full-scenario rural e-commerce cloud system integrates the functions of public domain customer acquisition and independent private domain stores, realizing the interconnection of public and private domain traffic, cost reduction and efficiency improvement. Relying on AI, the system provides farmers with intelligent recommendation, intelligent customer service, live streaming and content creation support, pushes customized recipes and authentic agricultural products to consumers, and provides urban consumers with rural emotional value through field live broadcasts and rural content columns. At the model level, the project launched the RaaS "Result as a Service" model, putting forward the concept of "farmers make money first, then the platform makes money", and charges platform fees only after farmers obtain stable operating results, which is different from the path of traditional e-commerce that relies on buying traffic to acquire customers.

On the offline side, the "Cangting Cloud Chain" fulfillment system builds a logistics network of "thousands of warehouses in thousands of cities + thousands of kiosks in thousands of towns" with AIoT cloud technology: "thousands of warehouses in thousands of cities" realizes 300-meter door-to-door delivery with 1500 households in a community as a unit, and "thousands of kiosks in thousands of towns" completes sorting and packaging, cold chain preservation and origin traceability at township nodes, opening up the 3 kilometers before delivery from the fields. The linkage between kiosks and warehouses realizes the end-to-end door-to-door service of the whole chain. At present, the OS 1.0 version of the system can support the full-chain digital operation.

At the front-end service level, the project launches a zero-yuan store opening full-trusteeship accompanying operation plan, providing farmers who do not understand operation with full-process trusteeship from store registration to after-sales service, and also supports the semi-trusteeship independent operation mode. At the origin supply end, the project builds county-level shared sorting and packaging centers with a maximum radiation radius of 100 kilometers, sharing the site, equipment and personnel costs for farmers, and uniformly completes origin traceability and quality control to ensure that consumers can obtain high-quality agricultural products with "original origin and original taste".

Promoting preparation with independent investment, targeting the result delivery of full-scenario rural e-commerce

In terms of business model, the project collects platform service fees based on farmers' operating results relying on the RaaS model, and Cangting Cloud Chain collects logistics service fees, forming a clear and sustainable two-layer revenue structure. According to the team's calculation, the project's cumulative target of platform transaction value from 2027 to 2029 is about 1.056 trillion yuan, which is planned to drive a total of 60,000 settled farmer merchants and 95,000 direct employment opportunities, and will drive 75,000 employment opportunities in a single year by 2029.

In terms of the team, the founder has focused on the rural production-marketing docking issue for nearly three years after returning from overseas, and officially launched the project preparation in June 2025. The information of team members has not been disclosed to the public for the time being. Talking about the original intention of starting the business, the Wuhan Deyu Technology team said that in the past three years, they only focused on creating practical value for the agriculture, rural areas and farmers sector. In the future, they will always uphold the concept of serving farmers and being responsible for users, and promote high-quality agricultural products to truly connect urban and rural areas. In the next step, Wuhan Deyu Technology plans to complete the project landing preparation, promote the layout of the kiosk-warehouse network and system iteration, and the long-term goal is to become the leader in the result delivery of full-scenario rural e-commerce.

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