Four manifestations of the vigorous development of rural e-commerce

By reading "New Agriculture, Countryside and Farmers" and Electronic Commerce, we can see that rural e-commerce has shown a trend of outbreak since 2009. By 2013, about 1.4 billion parcels had been sent from counties on Taobao and Tmall alone. There are many expressions about the vigorous development of rural e-commerce. I would like to summarize the achievements in four areas.

Individual farmers'e-commerce business has sprung up spontaneously. A large number of migrant workers, college students and some university student village officials have begun to use e-commerce as a convenient platform to sell a large number of rural native products. In 2013, on Taobao and Tmall platforms, there are more than 2 million online stores registered in rural areas (including counties). For example, as a classic case, du Qianli, the founder of the national hundred best online merchants "Mountain pregnancy" specialty store, is a native of Yangshuzhuang, Shangbali Town, Huixian County, Henan Province, whose family is very poor. MBA graduate students returned to rural areas to start a business, using a network cable to sell wild medicinal herbs, green miscellaneous grains, wild walnuts, red dates, Hawthorns and other health food in the Taihang Mountains through the Internet, achieving an income of 1.5 million yuan in 2011. It not only meets the city people's demand for natural green food, but also helps poor villagers to sell and increase their income. The purchase price of local wild walnuts has more than doubled from 6 yuan per jin to 13 yuan per jin. Wild Hawthorn slices have increased from 1 yuan per jin to 7 yuan per jin, a sevenfold increase.

Take the countryside as the area to realize the gathering. Not only do enterprises and individuals get rich in e-commerce, but also a number of villages have developed rapidly because of their e-commerce economy, such as "Taobao Village" is the representative of the legend. "Taobao Village" refers to the ecological phenomenon of e-commerce in which a large number of online businessmen gather in rural areas and take Taobao as the main trading platform to form economies of scale and synergy. The main basis for judging Taobao Village is: 1. Rural areas: rural grassroots online merchants spontaneously formed, that is, farmers set up their own online shops, not calculated enterprises; 2. Scale: 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; 3. Coordination: the formation of a relatively complete industrial chain, with the characteristics of collaborative development, that is to say, production, storage, processing, packaging, logistics are relatively complete. According to the Taobao Village Research Micro report released by Ali Research Center, by the end of 2013, the number of Taobao villages found in China had increased to 20, covering 15000 online stores, bringing direct employment to 60, 000 people. and brought a large number of indirect employment in logistics express, packaging and other service industries. Qingyan Liu Village, Yiwu, Zhejiang Province, which is known as the first Taobao Village in China, has a total population of less than 2000 people, but lives in more than 8000 people. It has more than 1000 Taobao online stores, two Golden Guan shops and dozens of Crown shops, with an annual turnover of more than 2 billion yuan.

Take the county as a unit to form a new e-commerce economy. In July 2014, Alibaba hosted the first national county economy and e-commerce forum and released a number of county e-commerce models, indicating that county e-commerce has entered a period of all-round development. Yiwu City, Zhejiang Province, which is famous for its small commodities wholesale, has realized the transformation of recreating Yiwu online. the number of Taobao sellers (including Tmall) accounts registered in Yiwu reached 100000 in 2013, surpassing the number of merchants in Yiwu International Trade City (about 70, 000). It has become the largest group of businessmen in Yiwu; the trading volume of e-commerce is 85.6 billion yuan, and the transaction volume also exceeds that of the physical market. In Suichang, Zhejiang, under the circumstances of low standardization of agricultural products and difficult market trust, the county's e-commerce transactions totaled 150 million yuan in 2012, and Suichang Hall, a Taobao website, was launched in January 2013. the county e-commerce "Suichang phenomenon" characterized by agricultural special products and coordinated development of multiple categories has been initially formed. As the martial arts of the first e-commerce demonstration counties in Shaanxi, this paper puts forward the county e-commerce development idea of "buy the northwest, sell the whole country", build an e-commerce park, set up four major service platforms for the e-commerce industry, and successively attract more than 20 e-commerce enterprises. train more than 300 Taobao stores online, and ship 8000 orders online in only half a year, which has become a bright spot in the development of county economy.

Agricultural products e-commerce enterprises create marketing myths. Relying on the e-commerce platform, a large number of fast-moving consumer goods Amoy brand myth at the same time, agricultural e-commerce enterprises also began to show their heads temporarily. Anhui three squirrels e-commerce company, its label is the first Internet forest food brand, mainly sells nuts, only 65 days online sales in Taobao Tmall nut industry leapt to the first place; only one year after its establishment, turnover reached 300 million; in 2013, "Singles Day" one day sales of 35.62 million yuan, creating a sudden rise of agricultural products e-commerce network miracle. Uncle Panda, a local agricultural product e-commerce enterprise in Shaanxi, mainly specializes in specialty food, green pollution-free agricultural products, imported snack food, etc., using the "full network marketing + self-built platform" model, and its turnover reached 60 million yuan in 2013.

The achievements of rural e-commerce in these four aspects show that e-commerce has taken root in rural areas and is changing from the spontaneous behavior of individual farmers to a new trend of economic development driven by the government, and the basic bottleneck factors troubling the development of rural e-commerce, because of the increasingly strong momentum of development, the attention and positive resolution of all parties, the prospects of rural e-commerce have every reason to be more optimistic!