The rapid development of agricultural products e-commerce is becoming a new force to change the future of rural areas.

"Double eleven" 57.1 billion yuan transaction volume, Alibaba will be related to agriculture e-commerce as the future blue sea direction, as well as the rapid growth of Taobao village, Taobao town... are witnessing the rapid development of agricultural products e-commerce.

Agricultural e-commerce is not only the expansion of rural space and consumption market, but more importantly, it breaks information asymmetry, provides a brand-new free space for grass-roots farmers, injects new vitality factors into rural social development, and is becoming an emerging force to change the future of rural areas. What changes will happen when the "genes" of e-commerce are integrated into ancient rural society?

Agricultural product sales pattern or face change

Net name "counterclockwise" shop, is Shanxi Luliang out of a college student. Her name is Zhang Meili. After graduating from college, she chose to open an online store and sold her honey, flax oil of Luliang, powder skin of Lin County and other specialties to all parts of the country.

It turns out that honey in the home often cannot be sold, or good honey cannot be sold at a good price. Now,"counterclockwise" to their own honey named "Zhang Ma honey", the production process, production environment are one by one hanging on the Internet, pure natural products are very popular. Zhang Ma's honey no longer worry about selling, the family also did not go out to work, life is happy.

At present, like "counterclockwise", more and more people are opening up sales channels for their own agricultural products online. They set planting, processing, production and sales into one, forming a closed industrial chain. With the network from web1.0 era into web2.0 and even web3.0 era, online shop is becoming a rural survival state, profoundly affecting people's lives and thinking.

Wang Zhiqiang, who has been upgraded to "five crowns," now sells more than just his own products. He is helping Shanxi farmers "break through" their own brands. Di Xinsheng from Gaofu Village, Yuanping, Xinzhou City put his own eggs in Wang Zhiqiang's online store. Some buyers placed orders, and Di Xinsheng delivered goods directly from Yuanping. This not only ensures the quality of eggs, but also unblocks the sales channels, buyers and sellers are happy.

Also, Linfen Ji County apples are very famous, we all know. However, Wang Jixiang, located in Shangping Village, Ji County, encountered the problem of "hiding in boudoir people do not know", good apples can not sell at a good price. He cooperated with Wang Zhiqiang to manage fruit trees strictly according to ecological green standards and insisted on picking them only when they were ripe every year. Now, Wang Zhiqiang signed a contract for 30 mu apple orchard in Shangping Village, so he didn't worry about buying and selling.

In the shop of "Yue Jiangjun", the boss made the annual sales of organic small turmeric 15 million yuan. He had his own plantation, which he could order and commission. The pre-sale mode opened by "Yue Jiangjun" in the store provides sellers with a production mode of selling first and then supplying, and provides buyers with high-quality and distinctive commodities. This model can collect consumer demand in advance, receive orders first, and then produce according to quantity, greatly reducing inventory pressure and avoiding production risks.

The Internet's enormous potential is revolutionary, connecting the world at the click of a mouse. On the e-commerce platform where almost everyone participates, the sales pattern of agricultural products is facing changes.

Farmers 'thinking is changing quietly

Grassroots farmers have found a place to display their talents with e-commerce entrepreneurship. They can buy and sell globally with a network cable. The threshold of the market, the size of the platform, the flow of funds, the distance of reality, the number of contacts... are becoming more diversified, more equal and more open on the e-commerce platform one screen away, where the provincial, national and even global markets can be docked.

The just-concluded "Double Eleven", Shanxi Gongtianxia Trading Co., Ltd., sells specialty products and agricultural products outside the province through Gongtianxia specialty network platform and cooperation channels, with sales exceeding 40 million yuan. Liu Yafeng is a typical representative of them. She is from Pingyao, Shanxi Province. She has her own micro-shop and artistically manages homemade handmade soap. At the same time, all her needs, including cereals, were purchased online.

E-commerce allows farmers to trade with remote business partners without leaving their homes, bargain equally, form orders, and enjoy a brand new way of trading freely. Many rural online merchants do not have to leave the countryside, do not have to stay away from relatives, operate their own online stores, enjoy the opportunities and changes brought about by informatization. Their market view, resource view, management view and life concept are undergoing rapid changes.

However, Shanxi's current situation is still in the stage of consumption outflow. Taobao agricultural products sales map in 2013 shows that Shanxi sells mainly dates and millet, belonging to one of the regions with the lowest transaction volume in the country.

According to the rural e-commerce consumption report released by Ali Research Institute, the proportion of Taobao rural online shopping was 8.6% in 2013, but it showed an increasing trend. Rural residents 'acceptance of online shopping mode reached 84.41%, and the per capita online shopping consumption amount was predicted to be between 500 yuan and 2000 yuan. It is expected to exceed 460 billion in 2016.

It is precisely because of the focus on agriculture-related e-commerce as one of the three future development directions that go hand in hand with big data business and cross-border e-commerce services, Alibaba launched the "Thousand Counties and Ten Thousand Villages" plan in October 2014, which will invest 10 billion yuan in 3 to 5 years to establish 1000 county-level operation centers and 100,000 village-level service stations. This means that Alibaba will sink its supply chain deep into the rural market and cover 1/3 of the counties and 1/6 of the rural areas in the country with the situation of offline service entities.

In the global village one screen away, agriculture-related e-commerce is becoming an emerging force to change the future of rural areas.

E-commerce boosts rural economic and social transformation

Wang Zhiqiang moved to the city with his Taobao shop, and his children and lovers also lived in the city. His planting base, processing workshop, and uncle and aunt farming on the land all arrange production and life around his Taobao shop in Lin County. College students Wang Jixiang and Wang Zhiqiang also united, with their own dreams, back home for the apple "shout".

Whether planting apples, raising chickens, brewing honey or packaging, processing, transportation, they are the masters of their own lives. They have more information, more voice, and they are docking with a big market beyond imagination.

E-commerce is no longer an exogenous factor for rural network merchants, nor is it forced to impose things. On the contrary, it has become a labor mode and life dependence that they actively choose according to their own internal needs. Wang Xiangdong, director of the Information Research Center of the Chinese Academy of Social Sciences, said: "E-commerce brings farmers not only quantitative changes in transaction radius and transaction scale, but also qualitative changes in order power and pricing power when docking the market." However, on such a large platform, we should still pay attention to the natural weaknesses of the rural market. For example, in terms of consumption, the rural market has a weak commercial foundation and farmers 'consumption needs cannot be met; in the production link, the circulation efficiency of rural means of production is low, market information lags behind, and farmers have to pay for various costs; in the sales link, there is still a phenomenon of increasing production but not increasing income, and the sales channels for high value-added agricultural products are not smooth.

As a result, more and more e-commerce participants in the rural population have changed their social identities, from farmers to online merchants, workers, customer service providers, and brokers. They have their own circles. In order to discuss development strategies and solve problems in development, they will fly around from time to time to seek directions for business by interrogating each other; they have their own e-commerce conferences and summit forums to stimulate the potential hidden in rural areas through the flow of various elements between urban and rural areas. The successful ones among them also inspire relatives and friends around them and attract more farmers to join in rural e-commerce.

When talking about the impact of agricultural products e-commerce on rural economy and society, Wang Xiangdong believes that "Internet and e-commerce applications have developed to a stage of natural expansion from cities to villages." the role of electronic commerce in boosting rural economic and social transformation is not limited to the surface of rural economic and social activities, but also changes the deep structure of rural areas. The intervention of this element of network overcomes the information vulnerability of farmers and provides a new possible and realistic means." reporter Zhang Xiaomin