How does rural e-commerce develop steadily to gain benefits?

With the widespread popularity of the Internet and the promotion and use of the Internet of things technology, following the rise of urban e-commerce in China, rural e-commerce is developing rapidly.

According to the statistics of China Agricultural products E-commerce Development report 2014-2015, the number of agricultural e-commerce enterprises in China reached 31000 in 2014, of which 4000 were agricultural transaction e-commerce, forming a "two super, multi-strong, minority" market pattern. Among them, the "two supermarkets" composed of Ali and JD.com occupy the main share, and in recent years, some emerging agricultural products e-commerce have also formed their own characteristic development model after receiving capital injection. According to statistics, the sales of agricultural products on Ali platform increased from 3.7 billion yuan in 2010 to more than 80 billion yuan in 2014, with an average annual growth rate of 112.15%. In terms of fresh e-commerce on Taobao, the transaction volume of fresh e-commerce nationwide reached 13 billion yuan in 2013, an increase of 221% over the same period last year and is expected to reach 26 billion yuan in 2014.

For the development of rural e-commerce, some people think that it is like the spring thunder in May, which comes and goes quickly. According to the "report" statistics, at present, only 1% of domestic agriculture-related transaction e-commerce can make a profit, 7% have huge losses, 88% have slight losses, and 4% are flat. As for the problems existing in the e-commerce of agricultural products in China, the famous scholar Hong Tao believes that the homogenization of the construction of e-commerce websites is serious, which leads to disorderly competition, loss-making operation, and even the coexistence of station construction and station closure.

The characteristics of the Internet, such as freedom, openness, equality, free, interaction, cooperation, personality, virtual, continuous and global, determine that e-commerce is closely related to people's work and life in the new era of continuous development of information technology.

The wide application of the Internet in rural areas has promoted the revolutionary changes in the production and marketing of agricultural products. In the past, the state of self-sufficiency and closed operation of rural residents who "only care about planting, not marketing, only production, regardless of the outside world, and food and clothing, regardless of wealth" is quietly changing.

With a piece of optical fiber, a computer, a number of cameras and other devices, sitting at home in the countryside, you can send out the sales message of agricultural products to people all over the world. Even consumers who are thousands of miles away can follow the clues and buy their favorite agricultural products at any time.

Seemingly simple rural e-commerce, why so many agriculture-related transactions e-commerce profits are rare, the loss is greater than people expected?

From the analysis of the current operation of agriculture-related e-commerce, the main reason lies in "homogenization, homogenization, miscellaneous brand".

Homogenization makes the agricultural products sold through e-commerce dazzling, but it is difficult to find the personalized products that consumers need; homogenization makes agricultural products sold through e-commerce look familiar, but it is difficult to find the differential commodities that consumers need; hybrid brands make thousands of agricultural products sold through e-commerce, but for the excellent brands of agricultural products that consumers need.

In order to make the rural e-commerce people develop steadily and obtain the best economic benefits in the highly competitive market economy, it is necessary to make an article on "individuation, differentiation and branding".