How to get to the last kilometer of rural e-commerce?

Just over the weekend, several college students met to pick in the suburbs of Beijing. However, the old driver encountered new problems. He was used to driving around under the guidance of navigation at ordinary times, but this time he lost the guidance of navigation because the destination was only a small village, and lost his way only more than 1 kilometer away from the picking place.

Relying on the vague memories of the classmates who had been there, the people in the cars finally arrived at their destination. It was discovered that this was a place only 10 kilometers away from Beijing's famous Summer Palace, and just because they left the road and entered the village, they were out of navigation range.

So everyone's question comes, if I live here, can not leave the online shopping how to do? How can this last kilometer be delivered? Who can lead the courier brother to deliver the online shopping items to the door in time and accurately? Further, the return rate of online shopping is very high, if several times toss down, this logistics cost can bear the cheap brought by online shopping? Think about it again. What if it was a remote village in the field?

How to achieve the last kilometer of rural e-commerce economically and quickly?

After 10 years of explosive growth, online shopping user growth slowed to less than 20%. E-commerce tycoons have burning eyes and frequent actions. They want to expand rural e-commerce territory on a large scale and open up a new blue sea of online shopping.

A report released by Alibaba Research Institute predicts that the total rural online shopping market in 2016 is likely to exceed 460 billion yuan. Compared with the rural e-commerce market scale of 180 billion yuan in 2014, this will be a promising "wilderness".

E-commerce giants are eager to see rural e-commerce become a "ruthless role" in online shopping, and the general trend of Internet + has made the blowout of rural e-commerce a dream come true. But how to sail in the new blue sea is not a simple problem.

Experts pointed out that logistics distribution is a major problem in the development of rural e-commerce. China's rural areas are scattered and the total amount of logistics transportation is small, resulting in high distribution costs and serious return no-load. This objective and natural geographical reason is a big problem that cannot be circumvented in the development of rural e-commerce and a major bottleneck that rural e-commerce has to solve.

For China's e-commerce, low prices and money saving are frequently used in competition with traditional retail. All kinds of network marketing promotion in e-commerce Jianghu are inseparable from the basic element of low price. According to iResearch, 48% of consumers choose to shop online because of price.

However, if rural e-commerce wants to develop greatly, it must face different operation modes from urban online shopping. At present, most logistics distribution systems in our country only reach the county level (some reach the big towns), so some rural e-commerce pioneers set up operation center sites (general warehouses) at the county level to connect with logistics companies, and then build their own secondary distribution logistics from the county to the countryside, so that the online shopping commodities can reach the villagers smoothly.

In view of the logistics, hardware equipment, Internet access conditions and cultural skills faced by rural e-commerce, the solution of "Ganjie Network" is to establish a service site in each village (relying on the commercial shop or health center in the village), equip the service site with computers free of charge, and cooperate with telecommunications to solve the Internet problem; Find a young person in each village, train them as waiters in the village (part-time), and let the young people help the villagers to purchase on Ganjie Network through the rebate mode.

These methods are very creative and are also one of the effective means to develop rural e-commerce. However, there is no doubt that the laying of logistics network not only requires a large amount of investment in the early stage, but also requires continuous investment in the later stage to maintain the normal operation of the network. Relevant reports show that the average annual online shopping consumption amount in rural areas is predicted to be 500~2000 yuan, mainly concentrated in daily necessities, clothing, household appliances and other categories. On the one hand, under the premise that farmers 'income does not grow rapidly, online shopping consumption will not develop abnormally; on the other hand, it is not easy to lay a perfect logistics network.

At present, the overall mode of rural e-commerce in China is still in a chaotic state, and the path is not clear. E-commerce talents are very familiar with the environment of urban e-commerce, and they have a very good grasp of the online shopping psychology of urban people. There are many ways to promote online shopping, publicize and cultivate loyalty. It can be said that these methods are effective for rural markets. What are the characteristics of the rural online shopping market? What are the commodities most needed in rural networks? "Agricultural goods into the city" and "net goods to the countryside" how to achieve the most perfect combination, a large number of practical problems to be solved, not empty shouting a few slogans, with sensational words on the line. We must show our true ability and real money to do things, and we must also show our sincerity towards the rural market.

The last kilometer of rural e-commerce market is not only geographical, but also material, cultural and psychological. Although rural China has a population of 800 million, the market outlook is imaginative. However, we must also face up to the fact that rural e-commerce development faces five bottlenecks. In addition to logistics, there are concept bottlenecks, talent bottlenecks, policy bottlenecks and model bottlenecks.

Only by really working hard to open the bottleneck can we usher in the blowout development of rural e-commerce.