Rural e-commerce helps agricultural transformation and upgrading-- experts focus on rural electricity

Xinhua News Agency, Beijing, November 13 (Reporter Yu Jiaxin Zhou Ke)-"Singles Day" has once again proved the huge market of rural consumption, and e-commerce that drives rural consumption will benefit more from the policy "red packet": the State Council recently issued the "guidance on promoting the accelerated Development of Rural Electronic Commerce." Experts believe that the opinions will help the transformation and upgrading of agriculture, promote farmers' entrepreneurship and employment, promote poverty alleviation and development in rural areas, and better release the potential of rural consumption.

How to speed up the healthy and rapid development of rural e-commerce? The opinions clearly define the key tasks of cultivating the main body of the rural e-commerce market, expanding the application of e-commerce in agricultural and rural areas, and improving the development environment of rural e-commerce, which points out the development direction of rural e-commerce in our country.

Wang Sheng, secretary-general of the Rural E-commerce Research Center of China E-Commerce Service Alliance, said that the introduction of the opinion indicates that rural e-commerce work has been incorporated into the national strategy, marks that the comprehensive demonstration of e-commerce into rural areas has been comprehensively upgraded by the Ministry of Finance and the Ministry of Commerce, and is a guide to the construction of the rural market system during the 13th five-year Plan.

It is suggested that we should deepen the reform of the rural circulation system, innovate rural business models, cultivate and strengthen the main body of the rural e-commerce market, strengthen infrastructure construction, and improve the policy environment. We will speed up the development of a modern rural commodity circulation and service network that is integrated online and offline, covering the whole process, comprehensive, safe, efficient, convenient and affordable.

Rural e-commerce has become a new highlight of this year's "double 11", highlighting the great potential for the development of e-commerce in rural areas of our country. Data show that the number of "Jingdong gang" covered by JD.com in China's rural market has reached 1200, "JD.com county-level service center" has reached nearly 700, and "JD.com rural promoters" has exceeded 120000. The sales of "double 11" of JD.com 's service store are five times that of Jingdong store.

On the day that the "double 11" rural Taobao first participated in the activity this year, all the more than 8000 village sites that had landed in rural Taobao had transactions. Wu Minzhi, senior vice president of Alibaba Group and president of B2B business group, said that this time let farmers enjoy the happiness brought by the Internet wave, really activate the rural areas and connect the rural areas with the cities.

"E-commerce makes agricultural production and market demand information more symmetrical, through market demand to adjust agricultural industrial structure, improve the quality of agricultural products, through online sales of agricultural products, innovative agricultural production methods, order agriculture, customized agriculture, crowdfunding agriculture, pre-sale agriculture will be the mainstream trend of agricultural production in the future." Wang Sheng said that the development of rural e-commerce has provided a new space for agricultural and rural development, not only effectively increasing the income of poor households, but also attracting a large number of young people to return home to start and work. The reporter learned that in Daji Town, Cao County, Shandong Province, the online sales of the whole town in 2014 were nearly 500m, attracting 168 college students and more than 2500 young migrant workers, effectively improving the phenomenon of "hollowing out" in rural areas and increasing the vitality of rural development.

Behind the rural e-commerce entrepreneurship is the plight of e-commerce talent shortage. A large number of farmers have not yet formed the living and consumption habits of touching the Internet, and are not familiar with the management ability of e-commerce, which has become an important factor restricting the development of rural e-commerce. Wang Sheng suggested that the first task to do a good job in rural e-commerce is to increase training, popularize e-commerce knowledge, and improve the application ability and level of e-commerce.

According to opinions, increasing investment in infrastructure construction such as network facilities, hardened roads, and cold chain logistics, and building a "cloud highway" for the development of rural e-commerce will make it easier for industrial products and means of production to go to the countryside. Agricultural products and handicrafts go to cities faster and more effectively to promote the integrated development of urban and rural areas.

Li Mingtao, deputy director of the Research Institute of the China International Electronic Commerce Center, said that rural e-commerce, as a national strategy, has become more and more popular and is leading the development of the rural economy and rural market system. When developing local rural e-commerce, all localities should formulate scientific development plans, make full use of the existing offline network resources, avoid starting another stove, make full use of social platform resources, avoid the "Great Leap forward" construction of e-commerce parks and e-commerce platforms, and constantly explore and try e-commerce service models suitable for local development.