The upsurge of E-commerce Enterprises in the Reconstruction of Rural Circulation system

Han Jun, deputy director of the Central Finance and Economics Leading Group Office and deputy director of the Central Rural Work Leading Group Office, revealed to the reporter of Economic Information Daily at the "2015 Fourth China International Agricultural and Commercial Summit Forum" on the 17th that in 2014, the contracted farmland circulation area of farmers accounted for 30.3% of the total cultivated area, and the circulation speed and proportion were almost the highest in developing countries. However, more than half of this farmland is still transferred among farmers, and less than 10% of the land is transferred to enterprises.

Han Jun said that the outstanding problem facing China's agriculture at this stage is that it still stays in the traditional supply chain model, and the relationship between the secondary and tertiary industries and farmers is basically "two skins", without long-term contracts and lack of trust. Therefore, in order to deeply adjust the agricultural structure, it is necessary to extend and integrate the primary, secondary and tertiary industries and construct a new cooperative agricultural industrial chain.

Some entrepreneurs told reporters that one of the most important innovative practices of collaborative industry chain is the recently popular integration of Internet factors into the original "company plus farmer" model.

"Enterprises are connected to farmers at one end and consumers at the other end. With the rise of e-commerce, traditional channels and supermarkets begin to decline, with great impact." Zhu Yanming, founder and CEO of Xike Group, said that it plans to build a more organic "bridge" between urban consumers and rural farmers through the Internet, so that their agricultural processing products can be sold online through WeChat and e-commerce.

According to Wu Minzhi, senior vice president of Alibaba, Ali did not think that this was a combination of the Internet and the rural market when he started to do the "Village Tao" business six months ago. Now with the rise of "Internet +", rural e-commerce may have a "once-in-a-century opportunity". Agricultural entrepreneurs like Zhu Yanming, who intend to take advantage of the east wind to reform circulation channels, have sprung up like mushrooms.

The reporter learned that rural e-commerce is the biggest and most important strategy among the three major strategies after Alibaba Group IPO. In the next three to five years, Alibaba plans to invest 10 billion yuan to build 1000 county-level e-commerce service centers and 100,000 village-level service stations nationwide, covering one-third of the country's counties and one-sixth of rural areas.

In addition, Ali plans to rely on the development of rural e-commerce in its entire ecosystem. Alipay, Yu 'e Bao, Zhaocai, ant micro-loan and other businesses have been linked to rural areas. In the future, if there is an agricultural product showing great sales potential in big data, farmers can directly obtain loan support through Ali when purchasing agricultural materials.

Ma Jianrong, vice president of Jingdong Group, said that Jingdong also has a plan called "3F" in agricultural e-commerce, which is for industrial products to go to the countryside, farmers to get loans, and agricultural products to the city. In this strategy, Jingdong has built a network covering rural areas through county-level service stations and rural extension personnel, which functions as logistics distribution and marketing of agricultural materials and industrial products into villages, collection and promotion of information credit data of rural finance, and information collection and procurement of fresh agricultural products. Since the beginning of this year, Jingdong has opened service centers in 500 counties across the country, service stores in 1000 counties, recruited 18,000 rural promoters, covering 180,000 villages.

At the same time of the upsurge of enterprises, the policy level is also helping to build a rural circulation system of "Internet +". The reporter learned from the Ministry of Commerce that the Ministry of Commerce officially released the "Internet + circulation" action plan on the 15th, as the first industry plan of "Internet +". The first important task of the action plan is to promote e-commerce into rural areas and cultivate rural e-commerce environment.

Nie Linhai, deputy director of the E-commerce Department of the Ministry of Commerce, told reporters that the action plan is based on key areas and links for deepening the application of e-commerce, and proposes subtle and specific work objectives and key tasks. On the one hand, it is necessary to solve the problem of "the last kilometer" of e-commerce, such as actively developing e-commerce in small and medium-sized cities and rural areas, improving infrastructure such as express delivery and logistics storage, and encouraging e-commerce enterprises to go out and build overseas logistics systems through the construction of overseas warehouses. On the other hand, it is necessary to break the bottleneck of e-commerce "the last 100 meters", such as encouraging e-commerce to enter the community, promoting online and offline interaction, and innovating ways to serve people's livelihood.

Cai Lei, vice president of Jingdong Group, said that in the process of developing rural e-commerce, there is a very deep feeling that the county e-commerce ecological environment needs to be improved urgently. First, infrastructure construction does not match the demand of e-commerce development, basic logistics facilities in some counties are still not popularized, agricultural products entering the city are still subject to the lack of infrastructure such as cold chain logistics, lack of scientific planning in some areas, and waste caused by the construction of parks not suitable for e-commerce development rules; Second, lack of e-commerce technical guidance, it is difficult to break through the technical threshold of buying and selling; Third, lack of brand awareness, many so-called well-known products lack quality inspection reports, low standardization degree, high quality is difficult to achieve excellent prices.

"This time, the 'Internet +' action plan specifically mentions a series of measures in this regard, and looks forward to opening up these problems and obstacles one by one, so that rural e-commerce can be highly developed." Cai Lei said.