Rural e-commerce will usher in a historic opportunity for development

On November 2, the third China Business Innovation Conference, jointly organized by China Business Daily, China Commercial Publishing House and China Chamber of Commerce, was held in Beijing. With the theme of "Internet + 's New Business", the conference revolves around issues such as innovation and bottleneck of China's economy, green commerce in the "Internet +" era, path choice for the development of e-commerce, business omni-channel innovation, venture capital and business innovation. An in-depth discussion was conducted from the aspects of policy interpretation, expert theory and practical cases, among which the historical opportunities of rural market development and rural e-commerce were concerned by the participants.

At the sub-conference venue "China Retail O2O Omni-Channel Innovation Summit", the participating experts pointed out that from 2003 to 2013, China's retail industry has gone through a decade of "golden period". As the beneficiary of the active economic development of China's reform and opening up, the retail industry is bidding farewell to the past three dividends: the dividend brought by rapid economic growth, the dividend brought by China's urbanization and the demographic dividend brought by China's large consumer population base. In order to create resplendence, retail enterprises must start a new profit model with the help of the Internet. Omni-channel retailing is a new reality that all retailers have to face. Only by providing services to urban and rural consumers anytime and anywhere, can we not be eliminated in the competition.

At the "Business Model Innovation Summit in the Internet + era", as one of the sub-venues of the conference, the participating entrepreneurs and experts and scholars were thinking: when the transformation of physical retail meets "Internet +", what on earth "+"? How to "+"? Whether it is traditional shopping malls or malls, as well as SUNING, Gome and other enterprises represented by chain home appliances, are constantly exploring the transformation of traditional business areas. Whether they are actively close to the Internet or forced to transform, under the guidance of mobile Internet, these traditional commercial enterprises continue to break through their limitations under the decline of traditional retail. According to their own characteristics, strengthen the community function, mode innovation, expand rural e-commerce, return to the supermarket and other ways, improve the online and offline, combine the two organically, so as to improve the consumer stickiness of consumers. Stimulate more consumption potential. Among them, the potential of the rural market was concerned and affirmed by the participants. More than half of China's 1.3 billion people are in rural areas. In the past year or two, the slogan of commercial enterprises going to the countryside has resounded throughout the land of China. Although the level of income in rural areas is relatively low and there is a gap between the unit consumption capacity of households and the city, the total amount is still not inferior to that of the urban market. Participants believe that with the support of national policies and the needs of the people, rural e-commerce will usher in a historic opportunity for development and will become a golden point for the future development of e-commerce in China.

During the discussion, enterprise representatives and participating experts also offered advice on how to develop rural e-commerce. Urban e-commerce is difficult to serve rural users, mainly the last kilometer service and the last kilometer interaction is a "dead point" for urban e-commerce. Rural consumers' recognition of the Internet is getting higher and higher, but the traditional trading habits are still obvious. therefore, in order to build a rural e-commerce platform, we must take our own unique path, integrate local resources and create a localized e-commerce service platform. Building a rural localized e-commerce platform is faced with great challenges, such as difficulty in technological development, weak basic capacity, difficulty in resource integration, large capital investment, lack of professionals and professional operation. Some rural e-commerce enterprises believe that rural e-commerce should actively create conditions, integrate resources in many ways, help member stores grow rapidly, comprehensively enhance their supply chain management capabilities, online and offline and non-product management capabilities, and speed up the transformation and upgrading to a rural community O2O service platform. They expressed confidence in doing a good job in rural e-commerce platform, so that villagers and urban people enjoy the same consumer services.