E-commerce to improve the rural market system

The development of rural e-commerce is becoming the inevitable choice for our country to innovate the rural business model and improve the rural market system.

In order to vigorously develop rural e-commerce, recently, the official launch ceremony of the national supply and marketing cooperative e-commerce platform "supply and marketing e-family" and the first China supply and marketing e-commerce development summit forum was held in Beijing. Relevant experts believe that the development of rural e-commerce is not only an important starting point for changing the mode of agricultural development and adjusting the agricultural structure, but also an important measure to increase farmers' income and release the potential of rural consumption.

"Internet +" solves the difficult problem of Rural Economic Development

Zhang synthetic, director of the Department of Market and Economic Information of the Ministry of Agriculture, believes that at present, China's agriculture and rural economy are facing five major challenges. One is the price "ceiling". The second is the cost of "floor". "the cost runs faster than the price, and the mu income runs slower than the price. At present, the labor cost structure accounts for a large proportion in the cost structure of agricultural products. " Third, subsidize the "yellow box". According to the promise made when China joined the WTO, agricultural subsidies cannot exceed 8.5% of agricultural output value, and with the gradual increase in the cost of agricultural production, the current agricultural subsidy policy is approaching the top of the "yellow box". Fourth, the "red light" restriction of ecology and resources. Fifth, the pressure of huge imports. Zhang synthetic believes that these five major challenges are likely to exist for a long time, and "Internet +" will bring new breakthroughs to the development of agriculture.

In the aspect of "Internet + agriculture", China's continuous policies to encourage the development of rural e-commerce have provided guidance and support for it. On November 2, the State Council held a national teleconference on promoting the modernization of domestic trade circulation to support the development of new forms of e-commerce and promote the circulation industry to improve quality and efficiency. From 2014 to 2015, the central government allocated 4.8 billion yuan to support 256 counties to carry out comprehensive demonstration of e-commerce in rural areas.

On October 15, the executive meeting of the State Council made a combination of punches on the development of rural e-commerce. The meeting decided to improve broadband telecommunications universal services in rural and remote areas, narrow the digital gap between urban and rural areas, and deploy to speed up the development of rural e-commerce. We will encourage supply and marketing cooperatives and other main bodies to build agriculture-related e-commerce platforms, broaden markets for agricultural products, folk products, and rural tourism, and open up more space for agricultural products to enter the cities while promoting industrial products to the countryside.

At the end of August, 19 departments, including the Ministry of Commerce, jointly issued the opinions on speeding up the Development of Rural Electronic Commerce, pointing out that speeding up the development of rural electronic commerce is the inevitable choice for innovating business models and perfecting the rural modern market system. On May 15, the Ministry of Commerce studied and formulated the "Internet + Circulation" Action Plan, which proposed to promote e-commerce into rural areas and cultivate rural e-commerce environment. The decision of the CPC Central Committee and the State Council on deepening the comprehensive reform of supply and marketing cooperatives announced in April this year proposes that supply and marketing cooperatives should "conform to the new trend of profound changes in business models and consumption patterns and speed up the development of e-commerce."

As early as the beginning of this year, the all-China Federation of supply and Marketing Cooperation also issued the "opinions on accelerating the Development of Electronic Commerce," calling for the active construction of a national e-commerce platform and an "online supply and marketing cooperative." make it an important starting point and key link in the e-commerce work of the national supply and marketing cooperative system, and so on. According to incomplete carding, since the beginning of this year, China has issued more than 10 documents to promote the development of e-commerce in our country.

The development of rural e-commerce needs the organic combination of various elements.

Zou Tianjing, deputy director of the all-China supply and Marketing Cooperative, believes that the development of rural e-commerce is related to rural production, investment, and consumption, as well as agricultural efficiency, farmers' income, and rural prosperity. its comprehensiveness, particularity and complexity determine that the urban e-commerce development model cannot be simply copied. "starting from the law of the production of agricultural products, it is very important to design a regular e-commerce platform. We must design it according to the technical characteristics and production and marketing characteristics of agricultural products."

According to Wang Zhengwei, chairman of China supply and Marketing Electronic Commerce Co., Ltd., "supply and marketing e-family" is a unified comprehensive e-commerce platform for supply and marketing cooperatives across the country. it gives full play to the unique advantages of both supply and marketing, two-way circulation, and comprehensive management. it not only supplies consumer goods and agricultural means of production, but also buys and sells agricultural and sideline products and renewable resources, and uses Internet means to realize the organic docking of supply and demand. At present, the first phase of the "supply and marketing e-family" function has been completed, and the first batch of more than 100 supply and marketing cooperative e-commerce enterprises from nearly 30 provinces, municipalities and autonomous regions across the country have successfully settled in.

Wang Rujing, executive deputy director of Hefei Institute of Intelligent Machinery of the Chinese Academy of Sciences, said that e-commerce is a part of modern agriculture, and it cannot be called modern agriculture without developed agricultural materials and agricultural products. However, how to combine big data, cloud computing, the Internet of things and e-commerce, and how to find their own position is the key. E-commerce enterprises should not do e-commerce for the development of e-commerce, but should do a good job in service, do users, and lead the development of e-commerce through high-quality service. In addition, the development of agricultural products and agricultural e-commerce is inseparable from the mechanism environment of Innovation 2.0, and needs to be organically integrated with various systems such as industry-university-research.

Li Jianhua, deputy secretary-general of the China Electronic Commerce Association, said that rural e-commerce is a big project, and its contradictions have become increasingly prominent with its development. At present, there are more than 4000 e-commerce of agricultural products across the country, but the profit is less than 1%, and the clear profit model is still being explored and discussed. Li Jianhua suggested that, first, the development of rural e-commerce must be linked as a whole, the combination of government and enterprises, and full participation. Local governments should make efforts in setting policies, connecting networks, building platforms and organizing sellers to sell. Second, the non-standard nature of agricultural products, cold chain, logistics, capital, talent and other new problems need to be solved. For example, the demand for talents related to e-commerce platform, such as network construction, consulting services, financial services, electronic payment, warehousing logistics, information technology and so on.