How should we develop rural e-commerce in the current environment?

As China's economic development has entered a new normal, further development of market power has become a more and more prominent problem. Under the severe situation of weak export demand growth, China, as the largest developing country, must strive to build a domestic demand-oriented dynamic mechanism for economic growth. With the help of "Internet +" to vigorously develop rural e-commerce and speed up the innovation of rural circulation system is a new way to explore. At present, the foundation for the development of rural e-commerce in China is relatively sufficient:

First, the Internet has entered the countryside, the number of online farmers is increasing, and there is great potential for the development of rural e-commerce. Second, the "thousands of villages and townships" market project makes the rural circulation network densely spread, which provides a physical store basis for the development of rural e-commerce. Since February 2005, the ten-thousand-village market project has been launched by the Ministry of Commerce for more than ten years. From a national point of view, various provinces and cities have improved the commodity circulation network so that farm stores can benefit rural households. A large number of physical stores provide convenience and premise for the development of rural e-commerce. Third, the network advantages of rural postal services and supply and marketing outlets provide convenience for the development of rural e-commerce. For example, China Post covers all cities, counties and towns in 31 provinces (autonomous regions and municipalities directly under the Central Government), has 118000 express service outlets, and supply and marketing cooperatives have covered 1/3 administrative villages nationwide. Supply and marketing cooperatives have 600000 rural service outlets. Fourth, the tremendous progress in urban and rural transportation and communications infrastructure has provided a technical basis for the development of rural e-commerce. The period from the Eleventh five-year Plan to the Twelfth five-year Plan is an era of great investment, rise and change in China's transportation, communications and other infrastructure. China has taken the lead in entering the era of high-speed rail and highway network, and there are more and more counties, townships, towns and villages connected by high-speed rail, high-speed and civil aviation. Fifth, the attention of governments at all levels and the effect of policy support preference provide a policy dividend for the development of rural e-commerce. Sixth, the construction of new countryside and the development of characteristic agriculture provide a material basis for the development of rural e-commerce. The great changes in the rural appearance of the new rural construction have provided an environment for e-commerce to go to the countryside, and modern agriculture and characteristic agricultural products have provided circulation objects for e-commerce, such as Yanling yellow peach, Anhua black tea, Jiangyong taro, Dongjiang duck, Taojiang bamboo ware and so on. In addition, with the deepening of domestic market competition under the new normal economy, urban e-commerce takes the initiative to go to the countryside, implement the blue ocean strategy, and compete for the rural market, which provides a market driving force for the development of rural e-commerce. Alibaba, SUNING, JD.com and other e-commerce giants are all tapping the rural market, and some start-up companies have also built e-commerce platforms based on rural purchasing agents.

There are some problems that can not be ignored in the development of rural e-commerce. In the development of rural e-commerce, we must not engage in impulsive political achievements or engage in the "Great Leap forward" of rural e-commerce. The difficulties and bottlenecks that may be encountered in the development of rural e-commerce in China should be fully estimated:

The infrastructure of rural e-commerce is lack. Due to the wide geographical distribution in China's rural areas, coupled with the characteristics of high agricultural investment and long cycle, as well as the scattered living and consumption of rural residents, it is determined that the rural commercial flow logistics infrastructure and information infrastructure lacks the attractiveness and attention of its investment, and the lack of complete and efficient commercial flow logistics infrastructure and communication facilities hinders the rapid development of rural e-commerce.

There are many "three remaining personnel" in rural areas, and there is a shortage of e-commerce talents. Although the rural population is large, but a large part of the population has not been activated by e-commerce users. At present, most young people and adults with strong knowledge and ability in rural areas have gone to work and work in other places one after another, and the people who stay in rural areas are mainly old and weak women and children, that is, the elderly, women and children left behind. Very few of these three remaining personnel can really be converted to e-commerce users.

The traditional mode of agricultural production is scattered, small and poor, which naturally repels modern e-commerce. China's agriculture is basically a small-scale production with the family as the production unit, and individual farmers can not adapt to the rapid changes of the agricultural product market, so there is a contradiction between "small farmers and large markets". Farmers' decentralized production of agricultural products has a low degree of standardization, it is difficult to tell the good from the bad, and netizens do not dare to place orders; at the same time, the added value of agricultural products is very low, making little money, and e-commerce is unprofitable, which affects the enthusiasm of its generation operation.

The dispersion and small scale of rural residents' living and life bring difficulties to logistics and distribution. Almost all express companies are difficult to extend their tentacles to the village level, in short, logistics and distribution has become the biggest bottleneck restricting the development of rural e-commerce.

The dilemma of online payment in rural e-commerce. On the one hand, rural finance and online finance lag behind, and there is a shortage of financial service institutions in rural areas; on the other hand, the popularization rate of online banking and mobile banking is still low. Farmers are still more accustomed to relying on rural financial institutions such as postal savings and credit cooperatives to carry out capital settlement.

The lag of traditional consumption consciousness and consumption habits in rural areas. The consumption consciousness and habits of rural residents are more traditional and conservative, the transaction behavior and mode are accustomed to the traditional transaction of money and goods, and there is a lack of understanding of the separation of online payment and money and goods in time and space. these changes are by no means overnight.

In addition, under the environment of developing rural e-commerce, there are many problems that should be paid attention to:

The development of rural e-commerce should pay attention to promoting the development of modern agriculture through circulation, so as to fundamentally solve the contradiction between Chinese-style small-scale agricultural production and large market. Speed up the construction of the standardization system of agricultural products through e-commerce, force the production mode of small farmers to move forward to modern agriculture, and realize large-scale cultivation, standardized management, and brand marketing. promote the grading of agricultural product quality, packaging standardization, label standardization, product brand, speed up the construction of fresh agricultural products quality and safety traceability system, and lay the foundation for high-quality agricultural products to enter the field of circulation through e-commerce platform.

With the help of rural e-commerce to reconstruct the innovation of rural circulation. Rural circulation system includes rural consumer goods circulation system, agricultural products circulation system, agricultural means of production circulation system, rural renewable resources circulation system, rural service industry circulation system. Through rural e-commerce is not only industrial products and agricultural products up, but through rural e-commerce to promote the revolution of rural circulation and reconstruct the whole rural circulation system.

To develop rural e-commerce, we should speed up the cultivation of circulation subjects and improve the degree of organization of rural circulation. We will promote the corporatization, scale and branding of agricultural products dealers, and improve the degree of industrial concentration. We will support and cultivate a number of large-scale agricultural product circulation enterprises, leading agricultural industrialization enterprises, transport enterprises, professional cooperatives and other agricultural cooperative economic organizations that operate together online and offline, and urge them to become bigger and stronger. In order to vigorously develop a new rural e-commerce platform and make use of the opportunity of rural e-commerce to highlight the development of rural circulation intermediary organizations and leading enterprises is the focus of the organizational innovation of rural circulation system.

The development of rural e-commerce should fully integrate and give full play to the advantages of rural postal network. It is necessary to increase the coverage of postal public services and give full play to the advantages of postal enterprises in "many points, long lines, and wide coverage" to benefit the rural market. It is necessary to strengthen the construction of postal e-commerce platform, strengthen the support of postal logistics, enhance the logistics distribution capacity in rural areas, and build a national-prefecture-city-county-township-village four-level logistics distribution network system.

To develop rural e-commerce, we should improve the policy support for rural e-commerce. The government policy support should highlight the use of solving the shortcomings and bottlenecks of rural e-commerce, and establish a database of all kinds of products suitable for network sale and rural e-commerce purchasing and sales outlets in the form of purchasing social and public services by the government. to open up the "last kilometer" of e-commerce, and provide preferential policies for investment in e-commerce, cold-chain logistics, rural logistics distribution and other infrastructure and platform construction, as well as e-commerce personnel training.