The spring of "Internet +, agriculture, rural areas and farmers" is coming.

What is "Internet +, agriculture, countryside and farmers"? From the perspective of practice, rural e-commerce is an important form of expression. In recent years, rural e-commerce is booming, which not only promotes the increase of farmers' income, but also promotes the development of rural economy.

The rise of rural e-commerce

Rural e-commerce has broken out since 2009. By 2013, about 1.4 billion parcels were sent from counties on Taobao and Tmall platforms alone, and more than 2 million online stores in rural areas (including counties) were registered on Taobao and Tmall. The development effect of rural e-commerce is mainly reflected in the following three aspects:

Individual farmers'e-commerce business has sprung up spontaneously. A large number of migrant workers, college students and some college student village officials began to use e-commerce as a convenient platform to sell rural native products. Du Qianli, founder of the national hundred best online merchant "Mountain pregnancy" specialty store, returned to the countryside to start a business after graduating from MBA, using a network cable to sell wild medicinal herbs and green miscellaneous grains in Taihang Mountain area through the Internet. In 2011, the income was 1.5 million yuan, and the purchase price of local local products increased sevenfold on average.

Take the countryside as the area to realize the gathering. The new thing of "Taobao Village" began to appear, that is, a large number of online merchants gathered in rural areas, taking Taobao as the main trading platform, forming an e-commerce ecological phenomenon of scale effect and synergy effect. in general, the number of online merchants reached more than 10% of the local households, and the scale of e-commerce transactions reached more than 10 million yuan. By the end of 2014, China had found 211 Taobao villages, covering 70, 000 online stores, directly employing 280000 people, and bringing a large number of indirect employment in logistics, express delivery, packaging and other service industries.

Take the county as a unit to form a new e-commerce economy. According to the summary of Ali Research Institute, the country has initially formed ten models for the development of county e-commerce. Yiwu City, Zhejiang Province, which is famous for its small commodity wholesale, has realized the transformation of recreating Yiwu online. the number of Taobao sellers (including Tmall) accounts registered in Yiwu reached 100000 in 2013, exceeding the number of merchants in Yiwu International Trade City (about 70, 000). The transaction volume of e-commerce is 85.6 billion yuan, and the transaction volume also exceeds that of the physical market.

Internet +: new opportunities for Agriculture, Countryside and Peasants

E-commerce brings great opportunities for the transformation of agricultural and rural development, which is highlighted in five aspects.

It has created an effective platform for young people to start businesses in rural areas. E-commerce business, as long as a computer, a network cable, register a Taobao account can be opened, start-up capital only a few thousand yuan, products produced by farmers, delivery agents of logistics companies, they only need to make good use of the network, but also to meet the entrepreneurial psychology of young people to be decent, good income, very fashionable.

It provides an effective carrier for the docking of agricultural products market. The network has greatly promoted the dissemination and docking of information, and effectively alleviated the unmarketable phenomenon of agricultural products. On November 25, 2013, the Hainan Provincial Agriculture Department and Alibaba Group officially launched the "China Hainan Pavilion with Taobao characteristics", with only coconut rice, which sold 63% of the previous offline total annual sales on the island in three days. The Alibaba Research Center predicts that the size of e-commerce for agricultural products in China is expected to reach 100 billion yuan in 2014, double that of 2013.

It has created an effective way to increase farmers' income. At present, the average monthly income of rural e-commerce workers ranges from 2000 yuan to 5000 yuan, while that of unconnected farmers ranges from 1500 yuan to 2000 yuan. The former has quickly become a "white-collar worker in the village" through e-commerce. In particular, some local characteristic agricultural products, with the e-commerce platform, can meet directly with consumers, greatly reducing the intermediate links, and significantly increasing farmers' income. In Tiandong County, Guangxi, "the hometown of mango in China", there are already more than 3500 online stores selling Tiandong fragrant mango. Generally, the fruit is picked on the same day, delivered on the same day, and delivered to consumers in 3 to 4 days. The cost of online stores is lower than that of physical stores, and the added value of mangoes is higher than physical stores. More profitable space.

It provides an effective starting point for changing the mode of agricultural development. E-commerce gradually shifted its blind production to rely on the market to locate and get orders for re-production, which fundamentally avoids the difficulty of selling. Jixi County, Anhui Province, launched the country's first private customized farm project-"gathering Land" in March 2014. Users can receive vegetables and fruits produced by the land every month as long as they order a certain amount of land in advance, and travel to the local accommodation for free. The project was released in just 5 days, clicked 500 million times, participated in the purchase of more than 3500 people, sold land of 465 mu, 2.28 million yuan, and farmers increased their land income by more than 2000 yuan per mu.

We will open up new growth points in the rural consumer market. In 2006 counties across the country, more than 30 million people went shopping on Taobao in 2012, spending 179 billion yuan. The research shows that of the 100 yuan consumed by consumers through online retail, about 61 yuan is alternative consumption, that is, it is transferred from offline consumption to online consumption, but the other 39 yuan is the consumption increment caused by the stimulation of online shopping. on the other hand, the new consumption in the county network of the third and fourth line is as high as 57 yuan, which plays an obvious role in stimulating consumption. In some places, Taobao visitors have emerged who specialize in online shopping for villagers. A large number of Internet and e-commerce enterprises began to open up the rural market, Alibaba began intensive research on rural e-commerce, JD.com, SUNING and other e-commerce giants began to set up rural distribution points, the rise of a round of rural upsurge.

"Internet +, agriculture, rural areas and farmers" need the help of the government

To guide the healthy development of "Internet +, agriculture, rural areas and farmers", we must enhance our understanding, clarify our thinking, and take the right measures.

Raise awareness and introduce more proactive policies. Popularize the knowledge of e-commerce among leading cadres, improve their understanding of rural e-commerce, and intensify their work. On the basis of issuing opinions on the overall development of e-commerce, we should pay attention to the development of rural e-commerce. In addition to the overall coordination of e-commerce development by commercial departments, agriculture, supply and marketing, poverty alleviation and other agriculture-related departments should also attach importance to and strengthen the introduction of clear e-commerce support policies for agricultural products, cultivate a number of agricultural products e-commerce demonstration counties, demonstration townships, Taobao villages and a large number of rural e-commerce demonstration enterprises (shops), and promote the overall packaging of agricultural products with local characteristics. Centralized online launch We will carry out poverty alleviation projects through e-commerce on a pilot basis.

Strengthen personnel training and grasp the key elements of the development of e-commerce. E-commerce is the integration of Internet industry and traditional industry, which needs a large number of modern talents who are familiar with Internet knowledge and technology. at present, there is a shortage of 1.5 million e-commerce talents in the country, and the talent foundation of rural e-commerce is extremely weak. it is estimated that in the next two years, the gap of e-commerce talents below the county level is about 2 million. In order to develop rural e-commerce, we should put the cultivation of professionals in an important position, attract a group of people through preferential policies, train a group of people through the establishment of training bases and e-commerce incubation bases, and support and strengthen a group of people through policies such as supporting start-up loans, so as to lead the development of rural e-commerce with talents. As the main body engaged in e-commerce is young people, it is suggested to list special funds and implement the youth e-commerce entrepreneurship training plan.

Highlight local characteristics, flexible e-commerce development strategy. Make good use of the regional characteristics of agriculture, give full play to the advantages of ecological diversity in various places, establish the key points for the development of county e-commerce according to local conditions, select representative characteristic products, and give priority to focus on launch; not only do a good job in retail e-commerce of agricultural products, but also expand online wholesale transactions of agricultural products. According to the thinking of e-commerce, we should transform the marketing mode of agricultural products, improve the standardization of production, processing and packaging and the construction of the whole traceability system of quality, and accelerate the regional brand of agricultural products to the market brand with enterprises as the main body.

Strengthen the supporting of industries and strengthen the actions of the government. From the published county e-commerce model, the common feature is that the government promotes, especially in the western underdeveloped areas, the role of the government is more important. In what direction and to what extent the county e-commerce should develop, the government should put forward a clear strategy, have long-term and phased goals, form an executable development plan, and guide practical development. Special attention should be paid to industrial supporting suggestions, including e-commerce parks, communications, logistics, packaging and processing and other industrial chain construction issues and supporting policies. At the same time, it is necessary to create a good atmosphere, make efforts in propaganda, change the concepts of cadres and masses, and keep up with the ever-changing era of "Internet +, agriculture, rural areas and farmers."