When e-commerce goes to the countryside, "deep ploughing" will be rewarded.

The General Office of the State Council issued the guidance on accelerating the Development of Rural E-commerce on November 9, making comprehensive arrangements to guide the healthy and rapid development of rural e-commerce. The "opinion" proposes that by 2020, a unified and open rural e-commerce market system with orderly competition and green environmental protection will be initially established. Yang Qian, an expert on rural e-commerce and president of the Beijing Institute of Business Management, told the Economic Daily that "opinions" are of far-reaching significance for expanding domestic demand, promoting consumption, promoting agricultural transformation and upgrading, and continuously increasing farmers' income. "

The "opinion" defines three key tasks. The first one is to "cultivate the main body of the rural e-commerce market." We will encourage e-commerce, logistics, commerce, finance, supply and marketing, postal services, express delivery and other social resources to strengthen cooperation and participate in the development of rural e-commerce. " Judging from the reporter's interview, the development of rural e-commerce depends on the "deep ploughing" of third-party e-commerce platforms at the village level.

As for the rural e-commerce integrated service station, Tang Zhongqiang, head of Taobao Operation Center in Tonglu County, Zhejiang Province, said: "take Alibaba's village Amoy partner as an example, it currently covers more than 180 administrative villages in Tonglu, with sales of nearly 30 million yuan a year. More importantly, combined with the village Amoy service station, logistics can really reach the administrative village. "

JD.com also solves the problems of promotion, payment and distribution of rural e-commerce sales through county-level JD.com service stores, county-level service centers and rural promoters. In 2015 alone, JD.com added more than 1000 Jingdong service stores, 700 county-level service centers and 100000 rural promoters.

It is worth noting that in the "opinions" released this time, there is also a special reference to "increasing financial support."

From the perspective of market trends, with the promotion of the layout of rural e-commerce integrated service stations, Internet micro-loan products for rural farmers also emerge as the times require. Ant Financial Services Group's online merchant bank announced on September 15 that it would start a pilot project of "Wangnong loan" to provide unsecured, pure credit micro-loan services for rural farmers and small and micro operators. On September 18, JD.com released "Beijing Agricultural loan", including two major product lines: agricultural material credit and agricultural product credit. Hong Jie, head of rural finance in JD.com, told the Economic Daily: "the team of rural promoters not only helps e-commerce go to the countryside better, but also JD.com 's tentacles in the countryside, collecting rural and peasant household data."

Chen Jiayi, head of rural financial business at Internet Merchants Bank, said, "first establish consumption habits, and then change the links of agriculture, Internet and data go hand in hand, can really open the door to rural e-commerce." This view also coincides with the "opinion" released this time. The opinion puts forward: "expand the application of e-commerce in agriculture and rural areas." Strengthen the application and popularization of Internet technology in agricultural production, processing, circulation and other links. We will broaden the markets for agricultural products, folk products and rural tourism, so as to expand more space for agricultural products to enter the city. "