The development of rural e-commerce still needs to be decided and moved later.

In February 2015, Alibaba listed Binchuan County in Dali Prefecture as the first pilot county of the "thousands of counties and villages" project in Yunnan to carry out the two-way circulation of "online goods to the countryside (downlink)" and "agricultural products to cities (upstream)" on rural Taobao. However, according to sales data, the downside sales of Binchuan County in 2015 were 200 million yuan, while the uplink sales were only more than 5000 yuan, with a huge deficit between the uplink and the downside (Xinhuanet)

Through the Internet e-commerce platform grafting a variety of resources serving rural areas, "rural e-commerce" plays a very positive role in promoting China's rural economic and social development and changing the lives of hundreds of millions of farmers. Premier Li Keqiang of the State Council once pointed out: "it is necessary to improve the compensation mechanism for broadband telecommunications universal services in rural and remote areas and narrow the digital gap between urban and rural areas." Deploy to speed up the development of rural e-commerce, through the expansion of new business type to promote consumption and benefit the people's livelihood. Under the wave of "Internet +", rural e-commerce has developed rapidly, and various places have been "electrocuted" one after another, striving to push products with local characteristics to the Internet, so as to achieve the purpose of promoting rural economic development and increasing farmers' income.

However, in some places, especially at the county level, local governments blindly regard the development of "rural e-commerce" as local political achievements, resulting in e-commerce projects that do not conform to the reality of local economic and social development. Individual local blind e-commerce projects have been criticized by the people. In fact, the rural e-commerce service platform has a set of strict operation mechanism, which combines with intensive management, market-oriented operation and systematic cross-regional and cross-industry by means of digitalization and informationization. is a compact and orderly business association. In addition, the market attention of characteristic agricultural products, the educational level of employees, Internet coverage, logistics and distribution and transportation infrastructure all restrict the development of "rural e-commerce".

As far as Binchuan County is concerned, there are special reasons for the huge deficit between uplink and downlink sales. Binchuan County is a state-level poverty-stricken county, located on the edge of Yunling Hengduan Mountains and the southwest of Yunnan-Guizhou Plateau. It is a typical mountain county with poor transportation infrastructure, and most of its agricultural and special products belong to fresh category. High logistics cost is the biggest problem restricting the development of rural e-commerce in this county. The construction of information network infrastructure in the county is also lagging behind, and the coverage of wireless WiFi and optical fiber in the county is not up to 100%. The lack of local e-commerce talents is also the weakness of the county's development of "rural e-commerce". In addition, in the operation process of existing e-commerce projects, dishonesty phenomena such as inferior quality and shortage also occur from time to time. In fact, the dilemma of Binchuan County is not a problem of "personality". Most places are faced with the same problem more or less in the process of developing "rural e-commerce".

The development of "rural e-commerce" can not be achieved overnight, it should be in line with the reality of the region and carried out step by step. Local governments must also establish a correct concept of political achievement, e-commerce projects can not blindly pursue quantity, the key is to stress quality, to achieve the fundamental goal of promoting rural economic development and increasing rural income. To do everything possible to develop the real economy is the primary task of the local government, to strengthen the construction of transportation infrastructure with strong economic strength, in order to break the biggest problem restricting the development of rural e-commerce. Secondly, it is necessary to strengthen the popularization of rural broadband telecommunications, strengthen publicity and guidance and the construction of integrity system, and strengthen the rural people's awareness of "touching the net" and trustworthiness and abiding by the law. In addition, we should actively cultivate local e-commerce talents to ensure that the development of "rural e-commerce" is supported by sustainable talents.

"Rural e-commerce" is a new engine of rural economic development, and the development of "rural e-commerce" is not only a new topic, but also a difficulty. How to make good use of this "engine" to benefit rural areas and generate income for farmers, local governments also need to proceed from their own reality.