Great potential and rapid development of rural e-commerce market is facing challenges

China's rural e-commerce is developing rapidly, and the rural business of more than one e-commerce platform is growing rapidly in 2015. The reporter learned from the interview at the grass-roots level that the low price of online shopping is attracting the enthusiastic participation of farmers. With e-commerce entering the countryside, some agricultural products have not only increased the added value, but also entered the city through the e-commerce platform, increasing the income of rural residents exponentially.

"post-70s" Chen Xin is the director of the Women's Federation in Guangming Village, Suqian City, Jiangsu Province. she is also a JD.com e-commerce promoter. Every day she uses a loudspeaker to broadcast the promotion message of JD.com Mall in the village. Chen Xin said: "things in e-commerce are much cheaper than those in village shops. During the Singles Day promotion, a bottle of shampoo worth 48 yuan sold for only 28 yuan. The villagers didn't know how to place an order, so I bought it for them." E-commerce is becoming a new way of shopping for farmers, and the amount of online shopping in this village exceeded 400000 yuan in 2015.

Across the country, offline promoters like Chen Xin have reached 120000 in JD.com 's family alone. This way has become a special strategy for e-commerce to develop the rural market. Chen Xin told reporters that many villagers are not familiar with computers and do not trust online shopping, and offline outlets can guide them to be "electrocuted." In a short time, 60% of the people in the village have become accustomed to shopping online.

Guangming Village is the epitome of the vigorous development of rural e-commerce. Ma Junsheng, director of the State Post Bureau, said in an interview with reporters earlier that he saw many such new business type in rural areas. For example, when farmers started online shopping, they did not dare to buy it. Some young people who came back from working invented new business type, who acted as an agent for online shopping. Farmers are also very happy that an item that costs a few yuan but can be bought tens to hundreds of yuan cheaper. Now the speed of express delivery and e-commerce to the countryside has exceeded that of cities.

In November 2015, the General Office of the State Council issued the guidance on accelerating the Development of Rural Electronic Commerce, proposing to give full play to the existing market resources and the role of third-party platforms to cultivate diversified main bodies of the rural e-commerce market. encourage e-commerce, logistics, commerce, finance, supply and marketing, postal, express and other social resources to strengthen cooperation, build a rural shopping network platform, and realize the docking and integration of superior resources. Participate in the development of rural e-commerce.

Liu Qiangdong, founder of JD.com Group, believes that the development of e-commerce in rural areas is becoming a bright spot in China's economy. On the one hand, e-commerce facilitates farmers' shopping and lowers the threshold for farmers to start a business, and more importantly, e-commerce has opened up the outward circulation channels of agricultural products.

In Suqian, the income of the 8 mu of cauliflower planted by Chen Zhonggui, a 66-year-old resident of Dingzui town, has increased significantly after it has been sold through e-commerce. The two sons who used to go out to work also returned to their hometown, and the whole family grew vegetables together. "in the past, a few cents a jin can now be sold for three yuan per jin, and the annual income of an acre of vegetable land exceeds 10,000 yuan, four times that of the past." He said.

A number of e-commerce smelled the business opportunities in rural areas, and in 2015, JD.com Mall launched a rural e-commerce strategy. Alibaba also issued the "Thousand villages and Thousand Counties" plan in 2014, investing 10 billion yuan to set up 1000 county-level service centers and 100000 rural service stations within three to five years.

China's rural e-commerce market has great potential, but the development of rural e-commerce is not an easy way, facing many challenges. Such as homogenization of agricultural products, difficult certification of quality standards, and so on. At the same time, the sorting, packaging, distribution and acceptance standards of circulation links also need to be improved. At the same time, in underdeveloped areas, due to imperfect infrastructure such as roads and freight centers, logistics costs are high.