The Internet "goes to the countryside" and the native products "go online"

Potatoes from Dingxi, Gansu, bacon from Xiangxi, Hunan, and red rice from Hani, Yunnan, these high-quality local specialties, which are hidden in boudoir, are entering the vegetable market in Beijing, the table in Shanghai and the refrigerator in Guangzhou through a thin network line.

When the Internet encounters local products, for rural areas, the "selling difficulties" of "cheap grain and hurting farmers" due to bumper harvests and slow sales are being resolved; for cities, the regret of not having access to authentic local products and "hometown flavor" is about to disappear. The Internet "going to the countryside" and native products "coming online" are rewriting the former rural poverty alleviation model, widening the traditional circulation channels of agricultural products, and correcting the distorted urban-rural dual economic structure.

Native products: the new hot land of e-commerce and the growth point of online enterprises

On the eve of National Day, SUNING Yunshang, China's largest commercial retail enterprise, and the Poverty Alleviation Office of the State Council signed a national framework agreement on rural e-commerce poverty alleviation strategy in Beijing. The two sides will cooperate in four aspects: the "two hundred demonstration actions of e-commerce poverty alleviation", the O2O exhibition and sales area of e-commerce poverty alleviation, the "October 17" Poverty Alleviation Shopping Festival, and the training of rural e-commerce talents. This move will benefit more than 2.34 million poor rural families in 104 poverty-stricken areas and counties across the country.

Not only Zhang Jindong's SUNING Yunshang, Ma Yun's Ali system, Wang Jianlin's Wanda Group, these large e-commerce enterprises are also stepping up their deployment and rapidly massing to the rural areas. When the first-and second-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen have become saturated, the vast rural market waiting to be reclaimed is becoming a hot place for investment in e-commerce and a new growth point for Internet enterprises.

The agreement reached between SUNING Yunshang and the Poverty Alleviation Office of the State Council shows that in the next three years, SUNING will build 100 stores in 100 poor counties suitable for the development of rural e-commerce, including SUNING stores and service stations, as well as 100 "local characteristic pavilions" launched by SUNING to promote online and urban access to agricultural and sideline products, ethnic handicrafts and tourism products.

Sun Weimin, vice president of SUNING, said that he will make use of the advantage of 1600 offline stores to further promote the landing of the O2O double-line poverty alleviation in the city's core business district, and build an e-commerce O2O experience exhibition area in some of SUNING's stores to focus on displaying high-quality, characteristic agricultural products and tourism and other resources in poor areas. At present, it is planned to open a special area in Beijing Lenovo Qiaoyun store to display agricultural and sideline products from Siyang, Suqian, Jiangsu, Yinchuan, Ningxia, and Honghe, Yunnan.

The State Council Poverty Alleviation Office said that the development of rural e-commerce has become one of the key contents of the country's 12 poverty alleviation projects, and the development of e-commerce in poor areas across the country is good. Take Gansu as an example, nine counties and cities in Longnan are all listed as national e-commerce demonstration counties, with online sales revenue of nearly 1 billion yuan last year, without any "difficulty in selling" phenomenon.

Internet + 's Agricultural and sideline products: reconstructing Rural Commercial Ecology

Poverty is a "syndrome", but one of the root causes is poor information. Qu Tianjun, an inspector of the Department of International Cooperation and Social Poverty Alleviation of the Poverty Alleviation Office of the State Council, said: the biggest problem in poor areas is that high-quality agricultural and sideline products cannot be sold at a good price, let alone brands.

When the Internet encounters agricultural and sideline products, the civilized wind of modern commerce, in the vast rural land, quickly "wrinkle a pool of spring water": Internet, big data, crowdfunding, cold chain, logistics …... Carrying these most advanced elements of commercial civilization, e-commerce enterprises began to embrace the "soil", which symbolizes ecological and environmental protection, and the scarce and pure "special". The rural commercial ecology began an unprecedented reconstruction and Nirvana.

The strategic agreement reached between SUNING and the Poverty Alleviation Office of the State Council says that SUNING will help poor areas with their own characteristics to carry out "accurate poverty alleviation" through accurate big data analysis, advanced Internet technology, and their own logistics and distribution system, and explore the O2O two-line poverty alleviation model with "farmers + enterprises + bases + e-commerce".

The idea of poverty alleviation has also changed from "blood transfusion" to "hematopoiesis poverty alleviation", focusing on training e-commerce talents in poor areas. SUNING plans to help poor county governments strengthen practical training in e-commerce and train more rural e-commerce talents, with a total of no less than 10000 person-times in three years.

SUNING has experimented with "hematopoietic poverty alleviation" in Jiangsu, Yunnan, Hunan and other provinces, applying retail CPU capacity to poverty alleviation projects. Special agricultural and sideline products such as Yunnan red rice and Xiangxi bacon have been marketed all over the country. This year, in the "Honghe Pavilion" launched in the "Pavilion with Chinese characteristics" of SUNING supermarket channel, the price of red rice in Yunnan has exceeded 20 yuan per jin.

The bacon of Xiangxi Tujia and Miao Autonomous Prefecture in Hunan Province has also been brought to the dinner table of the whole country in this way. The "Xiangxi Pavilion" launched in SUNING's "Pavilion with Chinese characteristics" analyzes the consumption behavior of similar products in the market by big data to help local agricultural products sell points. At the same time, help local farmers create crowdfunding activities for agricultural products and solve product sales problems in advance through pre-sale.

Barbaric growth cannot overdraw "soil" and "special"

The rural market, especially the "virgin land" of goods to be developed in poor areas, is the last piece of cake in the minds of many Internet companies.

"Internet + native products" has become a hot item on the Internet for a while: moments, clients, Weibo, Wechat, QQ, Taobao, almost everywhere the Internet is covered, there are voices of selling local products.

Whose turnips are rotten in the field, and whose oranges are not collected on the tree, as long as they take a more influential official account, netizens will quickly lend a helping hand. You also sell authentic Dangshan pear, I also sell authentic Shatian pomelo, for a time, the network seems to have become an omnipotent sales master.

This barbaric growth of the "Internet + native products" model, while successfully promoting agricultural products, has also become a means of deception and deception by some lawbreakers. Insiders in the industry believe that some people take advantage of the virtual nature of the Internet to practice fraud in product introductions and pictures, which not only harms the interests of consumers, but also overdraws the credit of the rural market, so there is an urgent need to take measures to regulate it.

It is an effective means to overcome the virtual malpractice of e-commerce to let some e-commerce with strength and good reputation, such as SUNING, be stationed in rural areas to replace the "Internet +" mode of smoking and village lighting.

Hong Tianyun, deputy director of the Poverty Alleviation Office of the State Council, believes that the Internet is like a highway, and some individual e-commerce, like untrained drivers, do not obey traffic rules, bringing chaos to the high-speed flow of goods in rural areas. The introduction of powerful large-scale e-commerce is to let farmers in poor areas know that highways cannot be worn indiscriminately by both people and animals.

Hong Tianyun said that if Taobao stores are opened in poor villages, if the rules of the game and talent training are not in place, it will spoil both local products and the Internet. The scale of native products is often small, and there are many non-standard products and fresh goods, so there are many problems in logistics, transportation and market price. Large-scale e-commerce can effectively organize farmers and connect with the national market quickly and efficiently through standardization and modern logistics.