The "Amoy" rural consumption market

You can't buy it without you, only you can't think of it. From daily department stores such as toothpaste, toothbrushes, shoes, hats, clothes and socks, to slides, pavilions, ice cream machines and other exotic objects that city people can't imagine, they have become the objects of villagers' online shopping.

Rural online shopping has led to the rapid rise of the rural consumer market, which has been silent for a long time-this is what the reporter learned during an interview in the rural areas of Zhejiang a few days ago.

Xinye Village, Jiande City, which is more than 170 kilometers away from Hangzhou, is surrounded by mountains and has a pleasant scenery. For a long time, it often takes villagers an hour or two to go shopping in the city, but now they can enjoy the convenience of spending without leaving home through Ali's rural Taobao service station.

Ye Zhaodong, who is very busy at the gate of Taobao service station in Xinye Village, is the small boss of "Nongjiale" in the village. When the reporter saw him, he was assembling a flower rack that had just been bought online. "one thing on the Internet is cheap, and the other is that it can be delivered to your door. the most important thing is that there is a full range of products. Take this flower rack, for example, let me go to the city to buy, perhaps three days around Hangzhou may not be able to buy. " Ye Zhaodong told reporters that he had bought 40,000 to 50,000 yuan of goods online at the service station, including popcorn machines, freezers and other large items.

It was Ye Lei, a villager of Xinye Village, who helped Ye Zhaodong complete "Taobao". Ye Lei's other identity is the partner of Alibaba's rural Taobao Xinye Village service station. Ye Lei's main job every day is to help villagers buy the goods they need online, and at the same time be responsible for the delivery and extraction of the goods. Ye Lei is often surrounded by villagers to scan goods on the Internet.

"Village Amoy" doesn't happen in just one place. At the Taobao service station in Zhujia Village, 40 kilometers away from Xingye Village, Xia Qi, a partner in the village, was also surrounded by villagers to issue orders for online shopping. Because there is a large resident population in the village and there is a cement factory nearby, there is an endless stream of people looking for her to buy for her.

"Grandpa and grandmother who have never bought anything online will now ask me to help them buy things for them." Xia Qi told reporters that there was a 70-year-old bamboo carpenter in the village who saw that others had bought a good quality and cheap mat online and asked her to help "Taobao".

"he himself is a mat weaver, and he went to the Internet to 'Amoy' the mat, and the old bamboo carpenter was laughed at by the villagers for many days. But the old man said that it was only 69 yuan online, and it could be used on both sides, so it was worth it. " Xia Qi said.

From shopping in a small supermarket limited to dozens of square meters at the entrance of the village to realizing global sweeping through the Internet, this new consumption phenomenon has become the norm in the rural areas of Jiangsu and Zhejiang provinces in China.

"the sinking of e-commerce channels has solved the long-standing problem of rural logistics that'to the town but not to the village', and e-commerce is releasing the passion of rural consumption." Xu Zheng, head of the Western Zhejiang region of the Rural Taobao Department of Alibaba, said.

Behind the phenomenon of villagers' enthusiasm for village Amoy, there is a rapidly rising rural consumption market. A research report by the Ministry of Commerce points out that at present, there are 25 air conditioners per 100 rural households in China, which is 5% of that in cities and towns. if the consumption of household appliances in rural areas is to reach the urban level, more than 200 million air conditioners, 60 million refrigerators and washing machines are needed. The Taobao Village Research report of China (2014) predicts that the rural online shopping market will rapidly expand to 460 billion yuan in 2016, up from 180 billion yuan three years ago. It is based on this great potential that domestic e-commerce giants such as Ali, JD.com and SUNING began to accelerate their expansion to rural areas. Among them, Ali launched the "thousands of counties and villages" plan at the end of last year, which plans to invest 10 billion yuan within three to five years to set up 1000 county-level operation centers and 100000 village-level service stations to dig deep into the blue ocean market for rural consumption.

"the increase in rural income, the increase in the number of entrepreneurs returning home and the improvement of rural infrastructure in Jiangsu and Zhejiang have further created conditions for the warming of rural consumption in Jiangsu and Zhejiang." Said Li Guoxiang, a researcher at the Rural Institute of the Chinese Academy of Social Sciences.

In addition, the reporter also found in the interview that while the rural consumer market in Jiangsu and Zhejiang is booming, the rural economic ecology is also expected to improve.

Just a month ago, Ye Lei posted a job advertisement in front of the service station: "We are recruiting a Taobao photo processing designer and two customer service specialists. It is not a dream to find a good job at home."

"the lotus seed wine in our village is quite famous, and there are a lot of people interested on the Internet. The next step is to help the villagers sell local products online and start the local products business in the village." Ye Lei said confidently.

"We are rich in agricultural resources here, and some characteristic agricultural industries have a good reputation, but they have been suffering from being unable to find a market. However, at present, rural e-commerce is helping to open the market for local agricultural products, and more and more people go out to work and return to their hometown to start their own businesses. " Tong Dinggan, mayor of Jiande City, believes that rural e-commerce is accelerating the urbanization of rural consumption, industrial online and employment localization, forming a strong pull on rural entrepreneurship and employment.