Young people return home when express business incubates in Ali

Original title: how to develop rural e-commerce

Exploration and practice from Yuanqu, Shanxi

In the rural Taobao village-level service station (data source: Shanxi News Network)

In June 2015, Liu Jinhui, a girl who worked abroad, heard that her hometown, Yuanqu County, Shanxi Province, was going to build a Taobao service station in her village and was recruiting partners to join. She was a little moved and hesitant: rural e-commerce is a fresh and fashionable sunrise industry. I can use this platform to start a business, but e-commerce focuses on consumption and logistics capacity, and it is worth pondering whether it can be done in rural areas far away from the city.

On January 6th, Yuanqu rural e-commerce and Alibaba rural Taobao project was officially launched, and the first batch of county-level warehousing and logistics, service centers and 30 village-level service stations were opened at the same time. Liu Jinhui became the partner of Taobao service station in Ruicun. On the opening day, more than 100 orders and a turnover of nearly 50,000 yuan gave her reassurance.

Did Liu Jinhui's original concerns not be a problem in front of other rural e-commerce?

Opening up consumption and logistics at the county and township levels is the "last kilometer" for products to go to the countryside and agricultural products to enter the city, and it is also becoming a breakthrough for the government and e-commerce enterprises to develop rural e-commerce. From the cooperation practice between Yuanqu County and Alibaba, we may be able to explore the current password for the development of rural e-commerce.

Select the right e-commerce to connect with the rural market

At the Taobao service station in Ruicun, Huafeng Township, a front room, two computers, a network cable, a wall-mounted TV and some physical exhibits have become Liu Jinhui's entrepreneurs. "from signing up and training to becoming a partner in the rural Taobao service station, I invested less than 20,000 yuan. Except for the exhibits bought by myself, everything else is provided by the government." She said. This also relieved her initial worry and pressure on investment in starting a business, and made her feel more at ease.

"with the help of Internet +, the development of rural e-commerce is an opportunity for Yuanqu, where the economy lags behind but the ecological environment is dominant." Wang Xiaoyuan, deputy magistrate of Yuanqu County, said that the local e-commerce enterprises are few and weak, and the platform is limited. It has become the consensus of the government to choose an e-commerce enterprise with strength and big brand to connect with the rural market.

Out of the county, Yuanqu County focused on the national e-commerce platform, focusing on the long-term, Yuanqu County will focus on the resource dividends owned by e-commerce. "after docking and communicating with several domestic e-commerce enterprises, we chose Alibaba. What we value is its comprehensive resources such as circulation, finance, medical care and information. The introduction of these resources will enable agricultural products to go out and extend the industrial chain of rural e-commerce." Wang Guoping, director of the Economic and Information Bureau of Yuanqu County, said.

Only by planting a plane tree can we attract the Phoenix. Yuanqu County starts with infrastructure construction, financial support and the cultivation of consumer awareness to pave the way for the entry of e-commerce enterprises.

According to the idea of "government investment and construction, operation and management of professional teams, and free entry in the early stages of enterprises", Yuanqu County has set up a team led by the county government to invest in the construction of an "e-commerce park". Build 2500 square meters of county-level warehousing, logistics and service centers, planning and construction of 100 village-level Taobao service stations, in order to reduce the investment cost of e-commerce enterprises.

At the same time, we should construct the service system of county and village, go to the village to publicize e-commerce, cultivate villagers' consumption consciousness, encourage young people and college students to participate in entrepreneurship, guide the location of service stations, and screen and determine the convenient transportation and personnel.

In June 2015, Yuanqu County applied for the project of "e-commerce into rural comprehensive demonstration counties" to the Shanxi Provincial Department of Commerce, and became one of the 200 "comprehensive demonstration counties" of e-commerce into rural areas in the province. It has won funds and policies for e-commerce to enter the countryside.

In October 2015, Yuanqu County formally cooperated with Alibaba, and the rural Taobao project was signed.

Set up a talent network for rural e-commerce

I want to buy a ventilator and a pair of shoes. On the opening day of the Yingyan village Taobao service station, villager Zhou Jiwen said to the partner.

After asking about the size and use, partner Jin Nana skillfully found several products on the website and introduced them to the villagers: "this is a cheaper, five-star online store with a good evaluation."

On the TV hanging on the wall, the villagers watched the introduction and entrusted the partners to place the order and pay the money.

"when we get the goods, the villagers will pay us in cash." Jin Nana said that the service station carries out purchasing and payment on behalf of the villagers, which solves the problem that the villagers do not know how to access the Internet and pay.

After three rounds of examination, screening and training by Alibaba, Jin Nana became a partner. From simple purchasing agency guidance to service station management, she said, there is a lot of knowledge in it.

"first of all, the villagers want to buy things that are cheap, practical and durable, so it is very important to choose a good thing. Secondly, it is the villagers' shopping habits to see and touch the real thing, and it is also important to cultivate their online shopping habits and confidence. " After training, she invested more than 10,000 yuan to buy common daily necessities as exhibits for villagers to see before buying.

Jin Nana is only one of the trainees trained by Alibaba's rural Taobao project team. From the basic business knowledge and ability of e-commerce to the management philosophy, the first step of the rural Taobao team is to train and guide the partners.

"popularizing purchasing agents is a level of partners, and what is more important is to achieve online sales of agricultural products in the future, which is not only to take a picture of products and sell them online, but also involves supply, distribution, channels, maintenance and other industrial chain content." Luo Jizhong, general manager of Alibaba Group Shanxi region, said that the support and training for partners is to set up a talent network for rural e-commerce.

"at the same time, the rural Taobao project also has to solve the problem of rural logistics." According to Luo Jizhong, the reduction of logistics costs is a key link in county and rural circulation.

At present, the high logistics cost is the current situation of logistics from county to rural areas, which has become a cost accounting problem for many e-commerce. How to solve the problem determines the pace of e-commerce going to the countryside.

"our approach is to set up a county and township logistics system in the region, and the county-level warehousing center is the logistics distribution center, which is distributed to the rural Taobao service station through the logistics companies in the region." Yan Jizhong said that the goods are gathered together in this way to form a unified price, which avoids the high cost of single express delivery. "at present, logistics is in the form of subsidies, with a subsidy of 2-3 yuan for a piece of goods, without letting farmers and entrepreneurs pay the bill."

Get through "the first kilometer" and "the last kilometer"

A group of college students and young migrant workers have joined the entrepreneurial development team. Rural Taobao has become a business incubation base for them. At the same time, Alibaba will also introduce Ali Finance to provide financial support to honest farmers, do not need real estate mortgages, and can enjoy interest-free loans only by credit. And Ali Health, Cainiao Logistics, Taobao University, Ali Travel, characteristic China and other Ali enterprise resources will form entrepreneurial resources, Luo Jizhong said, which will greatly solve the employment problem of rural labor force and attract outstanding talents to return.

In the interview, the reporter learned that some local e-commerce enterprises expressed concern about the entry of this project: this will aggravate the competition and survival pressure of local enterprises.

Wang Guoping has his own judgment: "in the short term, the market competition in e-commerce will be fierce, but in the long run, survival of the fittest will force local e-commerce enterprises to learn from each other and improve their brand and marketing ability."