E-commerce enters the bureau to solve the problem of unsalable agricultural products.

Because of its diverse consumer demand and huge potential, the rural market has always been regarded as the blue ocean of Chinese e-commerce. Unsalable agricultural products is an old problem, mainly due to the high expectations of farmers on the prices of agricultural products, coupled with the lagging development level of local rural e-commerce, farmers' lack of knowledge of online sales of agricultural products, the problem of unmarketable agricultural products still exists. Relevant people suggest that in order to minimize the impact of sharp fluctuations in the prices of agricultural products on farmers' income and make farmers maintain reasonable expectations on the prices of agricultural products, a number of policy measures, including supporting the training of rural e-commerce talents, should be introduced to pay more attention to the development of rural e-commerce.

The storage cellar of crisp pear is trapped by unsalable.

Qianxian County is located in the north of Xianyang City, Shaanxi Province. Many kinds of seasonal and seasonal fruits, including apples, crisp pears and peaches, are the local characteristic advantage industries.

During a recent interview in Shanglu Village, Yanghong Town, Qianxian County, many pear farmers reflected to the reporter that since last winter, crisp pears with good prices and smooth sales in previous years have been obviously unsalable, and there are millions of jin of crisp pears "waiting for buyers" in Shanglu Village alone.

Villager Liang Zhanming said that in 2013, the 18 mu pear orchard he planted harvested more than 80,000 jin of crisp pears. Merchants from Guangdong, Guangxi and other parts of the country bought all these pears at a price of 2.20 yuan to 2.40 yuan per jin a year ago. His family's gross income reached about 170000 yuan last year. "in 2014, due to the freezing injury of pear blossoms and the severe drought at the turn of spring and summer, it was a small year for pear trees to bear fruit. Only more than 50,000 jin of crisp pears were harvested. Due to the lack of attention from merchants, these pears were all stored in their own pear cellar and were basically not sold. Years ago, the price of crisp pears also fell to 1.28 to 1.33 yuan per jin, much lower than in 2013. "

Qiao Bin, deputy mayor of Yanghong Town, said that the planting area of crisp pears in Yanghong town is about 5500 mu, and the output of crisp pears in 2014 reached more than 15 million jin. After pre-sales, there are still 4 million jin of crisp pears waiting for "buyers" in the pear cellar. Sales this year have indeed encountered a little difficulty.

The development of rural e-commerce lags behind

In an interview in Shanglu Village, the reporter found that the reason for the unsalable local crisp pears this year is directly related to the fact that farmers have high expectations of pear prices because of the fact that they have become rich by crisp pears in recent years. The obvious lag in the development of rural e-commerce in the local area is the "underlying reason" that farmers have unreasonable expectations on the prices of agricultural products.

The reporter interviewed in Shanglumo Village and found that the vast majority of pear farmers in this village still sell crisp pears in the form of "waiting for customers". They do not take the initiative to promote crisp pears, and they do not take the initiative to sell crisp pears, such as e-commerce sales and other modern agricultural products. What's more, it is "a blank" in the minds of farmers, because there is no way to obtain information about the price of crispy pears through e-commerce. Many farmers misestimated the sales situation and price of crisp pears, resulting in the unsalable of crisp pears. Therefore, to speed up the construction of county-level agricultural products e-commerce sales platform is the inevitable way to avoid "low prices hurt farmers".

Take multiple measures to promote the development of rural e-commerce

People in charge of grass-roots agricultural departments and experts in the field of e-commerce in colleges and universities interviewed by this reporter said that at present, e-commerce in China is developing rapidly, and rural e-commerce has broad prospects for development, and it is suggested that relevant government departments introduce measures to help rural e-commerce adapt to the needs of the situation and make it develop rapidly.

Wei Yanan, head of the Rural Youth work Department of the Communist Youth League of Shaanxi Province, who has long been engaged in rural e-commerce research, said that rural e-commerce has shown an explosive growth trend since 2009, and by 2013, on Taobao and Tmall platforms alone, 1.4 billion parcels have been sent from the county, and more than 2 million online shops in rural areas have been registered on Taobao and Tmall. The recent micro report on county e-commerce talents jointly released by Ali Research Institute and Taobao Business School points out that in the next two years, the demand for e-commerce talents by county online merchants will exceed 2 million. In the context of the current return of rural youth groups to start their own businesses, the relevant state departments can consider combining farmers' training and education with the development of e-commerce, using a variety of means and methods, such as professional farmer training and college students' entrepreneurship training, to speed up the training of rural e-commerce talents. "

Wei Yanan said: at present, there are still several outstanding problems in the development of rural e-commerce:

The first is the problem of understanding. He said that the concepts of Internet thinking, e-commerce concept, and micro-marketing that have been rampant in cities are still new in rural areas, and even cadres in some counties and townships do not know enough about them. At most, they know that opening a Taobao store is e-commerce, which is still a long way from the real concept of e-commerce. Those forerunners in the field of rural e-commerce often go into misunderstandings in two directions, either regard e-commerce as an independent industrial form, develop e-commerce for e-commerce, do not combine closely with the physical industry, and eventually become water without a source; or regard e-commerce as a general marketing means and operate as a new channel, ignoring the integration with existing industries.

Second, the issue of policy. Wei Yanan said that the development of agriculture depends on policy, input and science and technology. this sentence is also applicable to the development of rural e-commerce. To engage in e-commerce in rural areas where the development obviously lags behind that of cities, the government's actions are very important, which is also the common experience in the development of county e-commerce. Now in the development direction of rural e-commerce, many places still stay in the platform thinking, often want to spend a lot of effort to build their own platform, spend a lot of money, but the effect is not good. In fact, it is more realistic to be an honest incubator. In addition, now people often focus on supporting e-commerce parks and enterprises to attract investment, but do not pay enough attention to grassroots e-commerce entrepreneurship, it is difficult to open online stores to borrow money and enjoy policies, and the "ant male soldiers" of e-commerce entrepreneurship are unable to form; e-commerce soft environment construction is not enough to follow up, supporting services can not keep up, e-commerce economy is very fragile.

Third, the problem of logistics. Wei Yanan said that rural e-commerce, a lot of people want to do, but not many really move, the reason, logistics is a big bottleneck. If you want to develop e-commerce in rural areas, the current distribution cost is very high, especially in non-plain areas, the cost is several times higher than that of cities, and it is not efficient; second, the return trip is seriously empty, which drives up the logistics cost. "the relevant government departments should attach importance to the construction of the industrial chain, including communications, logistics, packaging and processing, large enterprises should be introduced, and small entrepreneurial online stores should also be supported. Through the development of highlighting local characteristics, strengthening the brand construction of agricultural products, supporting county e-commerce development platform and other measures to promote the rapid development of rural e-commerce.

Li Qi, an expert from the Electronic Commerce expert Advisory Committee of the Ministry of Commerce, said that the rapid development of rural e-commerce is a good opportunity to solve the problem of unmarketable agricultural products. "at present, some agricultural products produced in rural areas in China are still primary raw materials, and their packaging and specifications are often relatively simple, while 'online goods' sold through e-commerce require fine packaging and processing, from agricultural products to processed products to online goods. It is a key link in raising the prices of agricultural products, and relevant government departments need to train farmers in this regard. In addition, for the rapid development of rural e-commerce, commerce, agriculture and other departments should also increase the research, formulation and implementation of rural e-commerce policies, so as to truly supplement agriculture with industry and cities. "

In terms of the construction of rural logistics platform, Li Qi said that due to the limited conditions, the logistics cost in rural areas is often high, and the problem of the last kilometer of agricultural products and related industrial products "can not get out or enter" is quite prominent in rural areas. at present, China Post has established a relatively perfect mail delivery network throughout the country, and it is suggested that government departments can use postal service as a logistics platform for the rapid development of rural e-commerce. At the same time, through the leading enterprises, farmers' professional cooperatives to promote the rapid development of rural e-commerce.