The rapid development of rural e-commerce will change the rural business model.

The General Office of the State Council announced on the 9th the "guidance on promoting the accelerated Development of Rural E-commerce", making comprehensive arrangements to guide the healthy and rapid development of rural e-commerce. Experts believe that this guidance is of far-reaching significance for expanding domestic demand, promoting consumption, promoting the transformation and upgrading of agriculture, the healthy development of rural areas, and the continuous increase of farmers' income.

"Rural e-commerce is an important means to change the mode of agricultural development, to make agriculture large-scale and more efficient, and is of great significance to overcome and solve the small-scale and decentralized operation of agricultural production." Said Li Daoliang, a professor at China Agricultural University.

At present, the development of rural e-commerce in China is still in its infancy, and its development has the characteristics of fast, wide and hot: the rapid growth of rural online shopping users and the scale of online shopping; the coverage is getting wider and wider; all sectors of society are actively involved in the construction of rural e-commerce. Data show that online retail sales of fresh agricultural products reached 38 billion yuan in the first nine months of this year, more than 1.5 times the total for the whole of last year.

The reporter learned from the Ministry of Agriculture that at present, China's agricultural e-commerce is forming a development pattern of common development of cross-regional e-commerce platform and local e-commerce platform, competition in the eastern, central and western regions, and two-way interaction between agricultural products in cities and industrial products in the countryside.

Wang Xiaobing, deputy director of the Market and Economic Information Department of the Ministry of Agriculture, said: the development of rural e-commerce is an important platform for mass entrepreneurship and innovation, and it is also an inevitable requirement for speeding up the construction of modern agriculture.

Industry insiders said that the rapid development of rural e-commerce will greatly change the rural business model. On the one hand, make farmers shopping more convenient and fast, enrich shopping options; on the other hand, promote the sale of local agricultural products to cities and other places, and enrich the sales channels of agricultural products. With the establishment of two-way channels for online goods to the countryside and agricultural products to cities, e-commerce will further promote markets such as rural tourism, rural medical care and financial services, better improve the lives of farmers and promote the integrated development of urban and rural areas.

The opinions regard cultivating the main body of rural e-commerce market, expanding the application of e-commerce in agriculture and rural areas and improving the development environment of rural e-commerce as three key tasks.

"E-commerce is extending from transaction to production and consumption, to refrigeration, transportation, packaging and other links." Wang Xiaobing said: at the same time, it is also expanding from practical information in the past few years to the entire agricultural products, including fresh products, financing, leisure and sightseeing agriculture, and so on. A variety of business models are constantly innovating and emerging.

It is suggested that by 2020, a rural e-commerce market system with unified and open, orderly competition, good faith and law-abiding, safe and reliable, and green environmental protection will be initially established.

Li Daoliang believes that rural e-commerce is a systematic project, which requires the construction of a multi-level and multi-directional system. The opinions are planned from the top-level design and overall layout, pointing out the direction for the development of rural e-commerce in the future.

With the rapid development of rural e-commerce in China, it is still facing some problems and challenges: the degree of standardization is not high, the standard system has not been established, the lack of rural e-commerce talents and so on.

The opinions clearly propose to strengthen policy support, encourage and support development and innovation, vigorously train rural e-commerce talents, speed up the improvement of rural logistics system, strengthen rural infrastructure construction, increase financial support, and create a standardized and orderly market environment.

Cao Lei, director of the China E-commerce Research Center, said that in terms of e-commerce personnel training, the government and enterprises should work together to provide good practical conditions for trainees. In addition to basic training, the government also needs to carry out forward-looking planning and arrangements, strengthen the enrollment of e-commerce professionals, and pay attention to exchanges with large domestic online trading platform companies.

China's rural e-commerce has broad prospects for development. Experts said that in the future, the continuous development of e-commerce will further guide the broad masses of society to invest in the research and development of rural e-commerce innovation, and comprehensively promote the coordinated development of agricultural products, agricultural means of production and leisure and sightseeing agricultural e-commerce.