How to innovate and develop e-commerce in traditional rural areas?

In recent years, e-commerce in China has developed rapidly, which has not only created new consumer demand, triggered a new upsurge of investment, opened up new channels to increase employment and income, and provided a new space for mass entrepreneurship and innovation. And e-commerce is accelerating its integration with the manufacturing industry, promoting the transformation and upgrading of the service industry, giving birth to new forms of business, and becoming a new driving force for economic development. It is worth mentioning that how to innovate and develop e-commerce in traditional rural areas? The mode of e-commerce in different rural areas is different. What way to take and what path to choose are related to whether rural e-commerce can achieve healthy and sustainable development. Can traditional agricultural areas achieve high benefits by relying on agriculture? What role should the government play in it? The exploration and practice of Suyu District, Suiqian City, Jiangsu Province, Suichang County, Lishui City, Zhejiang Province, and Dongchangfu District, Liaocheng City, Shandong Province are worthy of attention. -- Editor

Suichang "Street Network" opens urban and rural express

Recently, a group of young people in Luzhou City, Sichuan Province used online stores to sell agricultural products from their hometown in the e-commerce department of Luzhou Southwest Trade City. Since last year, the city has actively set up an e-commerce platform to provide start-up funds, in-kind and other preferential policies, and continue to attract a group of young people who understand computers and are good at selling to join them.

Two years ago, Taobao and Alibaba Research Center released a research report called "Suichang Model" in Suichang, Zhejiang Province. at the same time, experts also found a rural e-commerce service station called "street rush" for the first time. This service station can provide online shopping services for villagers and help export agricultural products.

When the ancient traditional farming civilization met the passionate e-commerce, Suichang, Zhejiang Province, a small mountain county located in the southwest of Zhejiang Province, became popular at once.

Net goods into the village, native goods into the city.

In 2013, Zhejiang Gunjie Electronic Commerce Co., Ltd. was established in Suichang. "go to the street" means "go to the market" in the local dialect. Consumers in Jiangsu, Zhejiang and Shanghai can immediately receive fresh Suichang local products the next day as long as they place an order through the street network. Even fresh agricultural products such as native chickens, native eggs and native pork can be delivered safely and freshly to the door the next day.

"the 'street' project developed in Suichang County is to help farmers sell agricultural products online and then help them buy the consumer goods they need, in order to help villagers solve the problem of supply and marketing." A person in charge of "street rush" told the reporter that the annual transaction volume of "street rush" reached 480 million yuan, and many agricultural products were still in short supply. For example, the famous local baked potato in Suichang can sell more than 10,000 jin a day, and the goods will be out of stock every three or five times.

"We help rural residents buy daily necessities on Taobao. We can also provide online goods and services to the countryside, such as recharging mobile phone charges, paying water and electricity bills, booking tickets and hotels, and making medical appointments." Pan Dongming, head of the Suichang County online Shop Association, said that through the "street rush" project, villagers can also release information on the supply and demand of agricultural products, so that farmers can easily find buyers, and try their best to avoid blind cultivation of agricultural products and unsalable products.

Two years ago, Suichang County built its first "street-driving" network in Wangcun Kou Town, Wangcun Village, 75 kilometers from the county seat. In the following months, the "street rush" project was rolled out one after another in various villages in Suichang. Up to now, there are 210 "street-rush" service stations in Suichang County, which have achieved full coverage of the county's administrative villages, providing services nearly 10,000 times a month, and the monthly purchase amount of some village service stations is as high as 90,000 yuan, saving hundreds of thousands of yuan for villagers every month.

Get through the "last kilometer" and let the express delivery into the village.

The reporter saw at the scene that most outlets are equipped with LCD televisions, and the other end of the TV is connected to a computer, synchronously broadcasting records that have recently helped villagers buy on Taobao, ranging from farming machines, pumps and other farming utensils to daily necessities such as razors, clothes hangers and paper towels.

Liu Zhijun, head of the "street rush" project, said that the construction of the "street rush" project is to extend online shopping services to rural areas, so that rural people with inconvenient transportation, relatively backward information, and imperfect supporting service systems can enjoy one-stop services such as shopping, selling goods, paying fees, starting a business, travel, entertainment, and access to information.

However, compared with online shopping into the county, it is obviously much more difficult to enter the village, the first link to get through is logistics. There is no express delivery in most rural areas of Suichang, except Shentong Express can be sent by the government seat of Shiliang and Dazheng townships, other villages in the county only have postal EMS and deliver it only once a week.

In order to solve this problem, the relevant departments of Suichang and the online shop association have jointly set up a logistics system from Suichang county to each village, with an order of 4 yuan per order, arriving in one day. Every day, the first thing the network staff do when they go to work is to register the express delivery to the network, and then inform the villagers to pick it up. Similarly, if the villagers have anything to send, they only need to hand it over to the village "street" network.

"now, villagers can enjoy convenience without leaving the village." Liu Zhijun said that the key point of "street rush" also lies in quality control, the use of industry and commerce, quality supervision and other departments to strictly control the quality of products to avoid allowing villagers to buy fake goods.