Landing service system is the key to the development of rural e-commerce.

In the past two years, rural e-commerce has developed rapidly, which is not only reflected in the rapid expansion of quantity, but also, more importantly, it is a new stage transformation. The stage of development has changed, and the central problem to be solved has changed, which is the key point to correctly grasp the trend of rural e-commerce today.

Rural e-commerce has entered a new stage of development.

1. From "morning layout" to "mid-plate strangulation". In 2015, online shopping in rural areas increased by 96%, online sales of agricultural products increased by more than 70%, and the number of rural e-commerce outlets reached 250000 by the end of last year. The new development of rural market coverage shows that rural e-commerce is rapidly moving from "morning layout" to "mid-market strangulation". The new situation of multiple market entities entering the rural market to carry out competition has become a reality in some areas, and will be carried out on a larger scale.

two。 From a single development model to a multi-mode competition situation. In the market, especially since 2015, the main body involved in the rural e-commerce market has significantly increased, making the style of rural e-commerce richer. As wide-area platforms, Ali, JD.com, SUNING, etc., have launched rural e-commerce; take to the streets, Le Village Amoy, Amoy material benefits, etc., these dedicated platforms focusing on rural e-commerce, have long broken through the local market of one city and one province, facing the rural layout of the whole country. Businesses in transition, especially supply and marketing cooperatives, postal services, and operators of thousands of villages and townships, based on the conditions of deep ploughing offline for many years in the past, began to play offline to online; Nongshang No. 1, Yun Farm, agricultural doctors, and so on, these e-commerce platforms from different brands of merchants are also set up in villages, towns and counties. This new development of rural e-commerce not only makes its model rich and colorful, but also provides more choices for local governments, rural consumers, entrepreneurs, investors, service providers and online businesses. The game of interests in the rural e-commerce market has become more and more obvious. Rural e-commerce is not onlyway, but manyways. Pluralistic competition is a new situation brought about by the new development of rural e-commerce.

3. From the "online transaction stage" to the "service system stage". Rural e-commerce has developed from the "information service stage" to the "online transaction stage" and entered the new "service system stage". Its symbol is the construction of three-level service system in e-commerce village and county. In its dynamic mechanism, in addition to the joint efforts of multiple subjects, it is also shown that the two types of rural e-commerce began to converge. Although cultivating the main body of e-commerce is still one of the main tasks, its core business has not only stayed on online transactions, but a more important change is to begin to aim at rural e-commerce and even rural circulation system, such as human quality, logistics and distribution. cold chain, traceability, marketing and other deep pain points, that is, around the rural online and offline combination, uplink and downlink localization service system The transaction from the front end extends deeper along the industrial chain.

Build a strong landing service system

In the new stage of rural e-commerce development, the most critical task is to establish a local, online and offline combination, uplink and downlink rural e-commerce service system.

First of all, it is the requirement and guarantee to achieve the national development goal of rural e-commerce. The guidance of the General Office of the State Council on accelerating the Development of Rural E-commerce issued last year clearly stipulates three key tasks of rural e-commerce: actively cultivate the main body of the rural e-commerce market, expand the application of e-commerce in agricultural and rural areas, and improve the environment for the development of rural e-commerce. The first one is about the service system. In addition, in order to achieve the other two goals, that is, deep integration with rural primary, secondary and tertiary industries and achieving remarkable results in application, it is inseparable from the service system as a guarantee.

Secondly, it is a necessary condition for e-commerce to take root, blossom and bear fruit after entering the village. When e-commerce enters the countryside, it is most difficult not to let it become a decoration after it enters the village, so that it can take root, blossom and bear fruit for the benefit of agriculture, rural areas and farmers. In order to avoid the phenomenon that things go against one's wishes and the capacity is idle in the rural information construction in the past years, the above-mentioned landing service system has become a rigid demand.

Third, it is the focus of "Internet + circulation" in rural areas. The development of rural e-commerce is not only to add a new increment, but also to use e-commerce to help the stock format, including the transformation and upgrading of the rural service system.

Fourth, it is the guarantee to support the upstream of agricultural products. For the uplink of agricultural products, "Internet +" and "e-commerce +" have added a magnifying effect. Hello, it is magnified, if you are not good, it is also magnified. This is a double-edged sword. If you don't grasp it well, you may hurt yourself. This also shows the necessity and importance of the landing service system.

Finally, it is also an important part of optimizing the e-commerce environment. Whether the county e-commerce environment is good or not, the most important point is whether there is a landing and strong service system.

The construction of rural e-commerce calls for "airport mode"

At present, the overall characteristics of the construction of rural e-commerce service system are:

First, more and more areas have laid out and implemented the construction of rural service system as the core content of rural e-commerce in the new stage. This is really from the requirements of the combination of online and offline, touching the deep constraints of the rural circulation system, and its significance is far-reaching.

Second, the county, township and village three-level service system has become the standard allocation of rural e-commerce, whether the government, or the market-oriented platform, take the construction of such a three-level service system as an important "prescribed action".

Third, the combination of online and offline (O2O) has obviously shown different paths. There are mainly three kinds: for example, Ali Village Amoy is represented by playing from online to offline; like supply and marketing, like the original Wancun Qianxiang store, it goes from offline to online; and there are some e-commerce platforms, such as Amoy material benefits, to a place, adopt the way of joining and integrating, that is, external online platforms join hands with local offline business entities to do the combination of online and offline locally.

Fourth, uplink and downlink are out of sync. In particular, the upward lag of agricultural products has become an unavoidable topic in the development of rural e-commerce.

Fifth, the local industrial support, the main industry is different, so the service system around the specific industry is also different. A really good service system must be in line with the local industrial structure in order to form a strong support for local rural e-commerce.

Finally, in the current construction of rural e-commerce service system, repeated construction is very serious. Different platforms from outside are building their own independent service systems. Just like Air China, China Eastern Airlines, China Southern Airlines and many other airlines, do they need to build their own airports wherever they go? In this way, there is a great waste of social resources. The author expects that rural e-commerce can also have its own "airport model". It is enough for a place to build a set of rural e-commerce "airport" with open access, resource sharing and a network of multi-uses.

Rural e-commerce should be "favorable to the weather", "approachable" and "subdued to soil and water".

What is the development trend of rural e-commerce? Now we see several trends:

The first trend is that e-commerce is rapidly entering adulthood. The 12th five-year Plan is the five years with the fastest development of e-commerce in China. Even if the development speed of e-commerce in the 13th five-year Plan has slowed down, it is doomed to continue to grow rapidly, and it will usher in its own adulthood. E-commerce in adulthood is different from that in infancy, and the policy system and regulatory system of e-commerce, including rural e-commerce, will change.

The second trend, the struggle between "county self-ecology" and "platform self-ecology", calls for an open, integrated and shared new ecology of rural e-commerce. "County self-ecology" is based on the existing market ecology of the county in the development of rural e-commerce, which brings changes and promotes transformation and upgrading through local growth and external integration. "platform self-ecology" is based on the ecological model of the platform as the principle, foreign platforms into a county, regardless of the original market ecology, based on their own platform, more adopt a way of external force squeeze, or even strong subversion, to bring about changes in the local market ecology. "County self-ecology" and "platform self-ecology" actually represent two different ways for rural e-commerce to land in the county, thus bringing different effects to the local area. During the 13th five-year Plan period, it is hoped that the development of rural e-commerce can properly handle the relationship between foreign and local, and strive to find and enter an open, integrated and shared rural e-commerce market ecology with a lower cost through market games.

In addition, there are other trends, for example, the uplink of agricultural products will get more policy attention and resource input; cross-platform, micro-platform and sharing economy will play a more and more important role in the development of rural e-commerce; e-commerce will play a more and more role in the supply side to promote the transformation of stock; and, in the above process, mechanism innovation, system innovation becomes more and more important, and so on.

During the 13th five-year Plan period, the development of rural e-commerce, like all other work, should be led by the "five major development concepts" of innovation, coordination, green, openness and sharing. As far as the rural e-commerce service system is concerned, the author thinks that it is necessary to grasp the following trend characteristics: first, "with the weather", rural e-commerce is a major trend and must comply with the weather. Industrial transformation and upgrading is a major trend, which must comply with the weather. Second, "approachable", rural e-commerce is different from urban e-commerce, its special scene, special subject, determines that it has its own special law, can not take the past successful experience and some template mechanically applied to the specific scene of rural e-commerce, unapproachable people will suffer. The third "soil and water", especially considering the uplink of agricultural products, so many different subdivided products, their corresponding service system is different.