E-commerce goes to the countryside to "spread the cake" and "plough deeply".

This year's "double 11", rural e-commerce has become a new bright spot. With the improvement of farmers' income and living conditions, the huge rural consumer market with 600 million people is becoming more and more attractive. The rural market with great potential has become a must for businessmen.

While the prospect is promising, the reality is somewhat "bony". Infrastructure such as network communications in rural areas is still lagging behind, the shortcomings of logistics and distribution are obvious, and it will take time to cultivate network consumption habits. A series of problems make it difficult for many e-commerce enterprises to exert their skills in rural areas, especially in the underdeveloped central and western regions.

If we do not give full play to the first-mover advantage and expand quickly, it is easy to fall behind in the competition in the rural e-commerce market and make strategic mistakes. But blindly "spread the cake", long-term paste money, is not a long-term solution. E-commerce enterprises in the countryside are very tangled.

As a result, in order to improve their days, some e-commerce enterprises choose to operate selectively and go to the countryside with high price differentials. They are very enthusiastic and invest a lot of money in going to the cities for agricultural products that farmers care about to a large extent, because the rate of return is low. More of them are just symbolic "signboard projects".

Other enterprises are keen on fast "horse racing enclosure", individual enterprises do not hesitate to use clever tricks to attract attention, with a sea of tactics plus demagogic language to obtain users. In the "Internet +" era, with economies of scale, it can not only reduce operating costs, but also "wool comes from pigs", earn a lot of advertising revenue, account for revenue, and so on. These enterprises blindly want to "spread the cake" as soon as possible, but do not think much about how to give farmers more convenience and benefits, and do not do enough.

From the perspective of enterprises, the adoption of the above business strategy is necessary for survival and development, as long as there are no violations of laws and regulations, there is no reproach. However, enterprises are obsessed with making quick money and hot money, which is not enough for the sustainable development of e-commerce market and e-commerce enterprises. At present, the fertile soil of rural e-commerce market needs more "deep ploughing". Among them, the role of enterprises is very important, and some aspects are even irreplaceable.

For example, to cultivate farmers' online consumption and sales habits as soon as possible is a basic project to speed up the development of rural e-commerce. There are many people left behind in rural areas, and many of them do not understand the Internet, so they are accustomed to "pay with one hand and deliver with the other". To invigorate farmers, a huge group of e-commerce participants, of course, the government needs to play an important role, but it also needs enterprises to act actively. Wise people such as rural promoters and rural partners of enterprises can help farmers purchase and sell, and can teach farmers how to shop online and how to promote and sell agricultural products on the Internet. By letting farmers experience the substantial benefits brought by e-commerce, they can develop online consumption and sales habits faster and better.

Industry insiders have a consensus that what is most lacking in the current rural e-commerce market is a sound e-commerce ecology. Not only the basic project of participating subjects, but also the key projects of rural e-commerce ecological construction such as the deficiency of rural logistics as soon as possible, all need enterprises to "deep ploughing".

Of course, "deep ploughing" is not an easy task, it requires continuous investment and requires time and patience. The enterprise is doing business. From a commercial point of view, "deep ploughing" is not a loss-making business.

Not to mention that in the long run, the rural e-commerce market has been cultivated, "big rivers have water and small rivers are full", enterprises "have meat to eat". Even from the perspective of short-term operation, "deep ploughing" can also achieve good returns. Many e-commerce enterprise organizations sell agricultural products with local characteristics on the Internet, and their sales volume and prices have increased, resulting in a large spread income. From a strategic point of view, who can "plough" the rural e-commerce market, break through the bottleneck, develop a sustainable business model and replicate quickly, he will be able to occupy the commanding height in the current fierce market competition. With the benefit of "deep ploughing" and the expansion of "cake", enterprises can win the future of the rural e-commerce market.