Rural e-commerce must be approachable

The situation in rural areas is very different. If e-commerce is to take root and blossom, it must be adapted to local conditions. The reason why Zhejiang supply and marketing cooperatives enter the network is remarkable because they meet the needs of modern agricultural development and farmers.

Although the development models of e-commerce are different in different parts of Zhejiang, they are all made by local supply and marketing cooperatives according to their own reality, combined with local agricultural industrial resources, farmers' needs, logistics development, e-commerce foundation and other relevant environmental conditions.

The rural area is vast and sparsely populated, the logistics cost is high, and it is not easy to develop e-commerce. The reason why Zhejiang supply and marketing cooperatives enter the network is that they adapt measures to local conditions and meet the needs of modern agriculture and farmers.

During his visits to various parts of Zhejiang, the reporter found that although it is also under the banner of supply and marketing cooperatives, the development model of e-commerce is different.

In terms of platform selection, some supply and marketing cooperatives build their own platforms, some with the help of third-party platforms, some with both self-built platforms and third-party platforms; in business choices, some only provide platform services, and some open online stores to sell themselves. some are both self-supporting and providing platform services; in the choice of channels, there are pure online, online and offline. In logistics, there are self-built logistics systems, but also with the help of third-party logistics. These models have their own characteristics and advantages, and they are all choices made by local supply and marketing cooperatives according to their own reality, combined with local agricultural industrial resources, farmers' needs, logistics development, e-commerce foundation and other relevant environmental conditions. The actual operation has proved that these models are indeed effective platforms and carriers for the development of e-commerce in local rural areas.

In choosing goods purchased online, we still adhere to the principle of adjusting measures to local conditions. The supply and marketing cooperatives are surnamed "farmers", and the grass-roots supply and marketing cooperatives focus on agricultural products with local characteristics. For example, a number of brands, such as "Erdu Waxberry", "Fengming Hangzhou White Chrysanthemum" and "Shanyuanzi Hickory", which have been launched through online marketing, all belong to local characteristic agricultural products. A number of county-level supply and marketing cooperatives, such as Qujiang, Shangyu, and Longyou, have set up rural e-commerce service stations by making use of their network resources to provide farmers with a variety of services such as online purchasing and selling, electronic payment, sale of agricultural products, and e-commerce training. Good results have been achieved. As a result, supply and marketing cooperatives have become an important starting point for local government departments to develop rural e-commerce.

From a practical point of view, of the 20 local characteristic pavilions built by Zhejiang provincial supply and marketing cooperatives, 16 are built by county-level supply and marketing cooperatives, and the 74 rural e-commerce service stations built by the whole province are also run mainly by county-level supply and marketing cooperatives. County-level supply and marketing cooperatives directly face the rural areas, are the direct organizers and guides of grass-roots network construction, and play an indispensable role in the development of rural e-commerce. To develop e-commerce for agricultural products, supply and marketing cooperatives at the county level are the most direct and convenient organizations for agricultural products. Allowing county-level supply and marketing cooperatives to "perform" is precisely a measure in line with local conditions.

The situation in rural areas is very different. If e-commerce is to take root and blossom in the vast wilderness, it must be adapted to local conditions.