WELCOME TO XXX MALL!
Rural e-commerce achieved good results again. Just past the "Double Eleven Shopping Carnival", the total order volume of rural Taobao was close to 20 million, and the turnover was close to 3.2 billion yuan, an increase of 8 times over last year's Tmall Double Eleven. Jingdong and Suning's sales in rural areas also increased significantly from the same period last year. In addition to the three major domestic e-commerce, many e-commerce, such as Pin-duo, Le Cun Tao, etc., are also very prominent in rural performance.
According to the data analysis conducted by Yingchao Technology (Rural e-commerce Big Data center) commissioned by the Ministry of Commerce, during the "Double Eleven" period in 2017 (November 1 - November 11), rural online retail sales reached 84.608 billion yuan, of which 39.240 billion yuan was achieved on the day of "Double Eleven", an increase of 66.53%. During the "Double 11" period, the proportion was 46.38%.
In fact, since 2014, rural e-commerce has generally continued to receive attention. "Promoting the development of rural e-commerce" has been written into the central No. 1 document for four consecutive years. A series of policies are promoting the accelerated development of rural e-commerce, and major e-commerce companies have also entered the field of rural e-commerce: Alibaba's "thousands of counties and villages" plan, Jingdong's "Spark", Suning's "rural shopping", postal "postmaster", Lenovo's "cloud farm" and so on.
The achievements of giant e-commerce in the rural market announce the effectiveness of e-commerce in responding to the call of the state and accelerating the rural layout. At the same time, we should also see that rural e-commerce takes advantage of resources to drive rural industry and economic development onto the fast track and boost rural development and revitalization.
The rural market has a huge space for development and has become a "blue ocean" for major e-commerce enterprises to compete for. Major e-commerce enterprises are also accelerating the construction of platforms and systems in rural areas. E-commerce platforms Alibaba, Jingdong and Suning are typical representatives of the domestic e-commerce market.
In 2014, Alibaba announced the launch of the "thousand counties and thousands of Villages Plan" strategy, planning to invest 10 billion yuan in the next three to five years to establish 1,000 county-level service centers and 100,000 village-level service stations. So far, Alibaba has established more than 28,000 village points in nearly 500 counties, and rural Taobao has nearly 1,000 exclusive employees, 28,000 "village secondary students" and 50,000 staff members in the service system. In July 2016, Ali rural Taobao has been upgraded to the "3.0 strategy", and the village Tao partner officially changed its name to "Village Primary two" on October 28, intending to use the new model to make Alibaba's whole ecological service system dip into the countryside and provide villagers with a number of service products covering production and living scenes. Alibaba takes the rural strategy as one of the three strategies, carrying the task of bringing the rural economy to the market.
In April this year, Liu Qiangdong announced that "in the next five years, JD will open more than 1 million Jingdong convenience stores across the country." Half of them are in rural areas, in every village. This is the third offline cooperation project after the plan of 10,000 JD home appliance stores." Industry analysts, from the overall layout point of view, this is Jingdong for the rural market to transform the development of ideas, in a physical way to "penetrate" the rural market. At the same time, the cooperative offline store is an innovative complex combining online and offline versions, which can become a distribution channel for Jingdong.
Suning is also increasing its presence in rural markets. In 2016, Suning invested 5 billion yuan to build nearly 2,000 Suning direct stores, more than 1,900 Suning authorized service outlets, 200 online local characteristic pavilions, and 20 "most beautiful countryside" samples, increasing the logistics coverage of Suning in the third and fourth tier markets to 87%. This year, in response to the call of the state, Suning Tesco plans to open another 1,000 Suning Tesco direct stores in the rural market and continue to increase the rural e-commerce strategy.
In addition, according to the data of the Ministry of Commerce, Alibaba's "thousand counties and ten thousand villages" plan has covered 30,000 villages in about 700 counties, with more than 30,000 partners, Jingdong has recruited 300,000 rural promoters, and Suning has accelerated the localization process to build more than 10,000 service points.
"The big pattern of Internet industry change, urban e-commerce has been saturated, major e-commerce began to seize the rural market, the slow development of rural e-commerce has also begun to attract attention." Cao Lei, director of China E-commerce Research Center, told China Economic News that although the rural business ecology has its complex side, its sufficient development potential is a bright spot.
Hong Tao, a professor at the School of Economics of Beijing Technology and Business University and the dean of China Food (agricultural products) Safety E-commerce Institute, said in an interview with a reporter from China Sankei News that rural e-commerce has developed rapidly since 2014, with continuous improvement of infrastructure, platforms (online and offline) and technology, attention to the mining of ecological products, coupled with the support of national policies. This is an important reason why e-commerce has made great achievements in rural areas.
It is worth mentioning that Hong Tao believes that the development of rural e-commerce in these years has not only formed a "new retail" situation of high-quality products and good goods to the countryside, but also continuously opened up a new link of "direct supply and direct sales" of rural products to the city. At the same time, the e-commerce platform began to pay attention to the interaction between online and offline platforms, pay attention to the mining of ecological products and tourism resources, work hard on the quality and brand building of new agricultural products, and promote the industrial poverty alleviation where the products are located. For example, recently, officials of the Ministry of Agriculture publicly praised the "Luochuan Apple" industry poverty alleviation model of rural e-commerce and promoted it as an example throughout the country.
In fact, e-commerce has long been on the way to help rural economic development. Social e-commerce platform Pinduoduo, in this year to help Shaanxi Huayin Miaojia village sell 15,000 pounds of Shaanxi walnuts, five days to sell 1 million pounds of Zhongmou garlic, to help Shaanxi poor villages open online stores to sell 700,000 jujube, for the poor areas of the masses to solve the difficult sales, poor sales of the dilemma.
As a targeted poverty alleviation project of rural Taobao, Aksu apples produced in Xinjiang region sold 1.7 million jin on Tmall in just 12 hours. In addition, the 20 types of agricultural products jointly sold by Village Tao and Tmall completed a turnover of 450 million yuan on the day of "Double 11".
Within 10 hours of this year's "Double 11", the villagers of Wanganji Village in Heze City, Shandong Province, sold more than 4,000 sets of four beds, worth about 5 million yuan. In Heze, a less-developed urban area in Shandong Province, rural areas are relatively backward, and rural e-commerce directly promotes the development of poor areas.
Lecun Tao also in the "double eleven" actively force the rural market, develop the offline online combination of the model, Gaoling town black rice, Longwan township passion fruit, as well as the township's original beans, the town of Su woven straw hats and other agricultural special products sold out, in November 11 to 12 this year, Lecun Tao in Guangxi Duan, to achieve agricultural products and crafts online and offline sales of more than 80,000 yuan.
Indeed, e-commerce has also made many achievements in promoting poverty alleviation and poverty alleviation in rural industries. Data show that e-commerce into rural comprehensive demonstration county network sales growth momentum is good. 756 e-commerce into rural comprehensive demonstration counties achieved a total of 25.960 billion yuan of online retail sales, accounting for 30.68% of rural online retail sales, of which 11.872 billion yuan of online retail sales was achieved on the day of "Double 11", an increase of 88.21%.
At the same time, national-level poor counties also achieved good results. 832 national-level poor counties in the country achieved online retail sales of 8.526 billion yuan during the "Double 11" period, accounting for 10.08% of rural online retail sales, of which the "Double 11" day achieved online retail sales of 4.63 billion yuan, an increase of 102.48%.
The development of rural e-commerce has created a new industrial chain in rural areas, including product production, processing, warehousing, inspection, packaging, distribution, logistics and other links, and the complete industrial chain has been more helpful to promote employment.
"At present, the problem of agricultural products and industrial products going to the countryside is still not well solved. Farmers have low informatization and limited purchasing power. From a national perspective, rural e-commerce has not yet emerged a truly successful model."
Major e-commerce enterprises in the county and township layout accelerated development, China's rural e-commerce ushered in a good opportunity for development: unprecedented increase in policy support, rural Internet penetration rate increased year by year, rural residents gradually improve the consumption power, rural e-commerce personnel employment increasingly localized. Rural e-commerce has become an emerging force that can not be ignored in affecting the development of China's rural economy and helping rural revitalization, indicating that rural e-commerce has good prospects for development.
