What are the four major manifestations of the booming development of rural e-commerce?

Through reading "The 'New Three Rural Issues' and E-Commerce," it can be seen that rural e-commerce has shown an explosive trend since 2009. By 2013, on the Taobao and Tmall platforms alone, parcels sent from county areas reached about 1.4 billion pieces. Regarding the booming development of rural e-commerce, all parties have expressed much, and I would like to summarize it from the achievements in four areas.

Individual farmers' e-commerce entrepreneurship arose spontaneously. Large numbers of returning migrant workers, returning college students and some college-graduate village officials began to use e-commerce, this convenient platform, to sell large quantities of rural local specialty products. In 2013, on the Taobao and Tmall platforms, online stores registered in rural areas (including counties) exceeded 2 million. For example, as a classic case, the founder of the national top 100 online merchant "Shanzhiyun" specialty store, Du Qianli, is a native of Yangshuzhuang, Shangbali Town, Huixian County, Henan, whose family was very poor. After graduating as an MBA student, he returned to the countryside to start a business, using a single network cable to sell wild medicinal herbs, green coarse grains, wild walnuts, red dates, hawthorn and other healthy foods from the Taihang Mountain area through the Internet, achieving 1.5 million yuan in revenue in 2011. It not only met urban people's demand for natural green food, but also helped poor fellow villagers sell products and increase income. The local purchase price of wild walnuts in the mountains rose from 6 yuan per jin to 13 yuan per jin, an increase of more than double; wild hawthorn slices rose from 1 yuan per jin to 7 yuan per jin, an increase of sevenfold.

Agglomeration realized with villages as the regional unit. Not only enterprises and individuals became wealthy through e-commerce, but a number of villages also developed rapidly because they engaged in the e-commerce economy. "Taobao villages" are the legendary representatives. "Taobao village" refers to the e-commerce ecological phenomenon in which a large number of online merchants gather in rural areas, with Taobao as the main trading platform, forming scale effects and synergy effects. The main criteria for judging a Taobao village are: 1. Rural: rural grassroots online merchants form spontaneously, that is, farmers themselves run online stores, not enterprises set up by calculations; 2. Scale: the number of online merchants reaches more than 10% of local households, and the e-commerce transaction scale reaches more than 10 million yuan; 3. Synergy: a relatively complete industrial chain is formed, with characteristics of coordinated development, that is, production, storage, processing, packaging and logistics are all relatively complete. The "Taobao Village Research Micro Report 2.0" released by the Ali Research Center shows that by the end of 2013, the number of Taobao villages discovered in China had increased to 20, covering 15,000 online stores, bringing 60,000 people direct employment and also bringing a large amount of indirect employment in service industries such as logistics and express delivery and packaging. Qingyanliu Village in Yiwu, Zhejiang, known as China's first Taobao village, has a total population of less than 2,000, but more than 8,000 people live there, and more than 1,000 Taobao online stores have been opened, including 2 gold crown stores and dozens of crown stores, with annual transaction volume exceeding 2 billion yuan.

A new e-commerce economy formed with counties as units. In July 2014, Alibaba hosted the country's first county economic and e-commerce forum and released a number of county e-commerce models, marking that county e-commerce entered a period of comprehensive development. Yiwu City, Zhejiang Province, known for small commodity wholesale, realized the transformation of recreating a Yiwu online. In 2013, Taobao seller (including Tmall) accounts registered in Yiwu reached 100,000, exceeding the number of merchants in Yiwu International Trade City (about 70,000), becoming Yiwu's largest merchant group; the e-commerce transaction scale was 85.6 billion yuan, and the transaction volume also exceeded the physical market. In Suichang, Zhejiang, under the circumstances of low standardization of agricultural products and difficulty in market trust, the government's endorsement was used to integrate and promote development. In 2012, the county's e-commerce transactions reached 150 million yuan. In January 2013, the Suichang Hall on Taobao went online, initially forming the county e-commerce "Suichang phenomenon" featuring agricultural specialty products and coordinated development of multiple categories. Wugong, one of Shaanxi's first batch of e-commerce demonstration counties, proposed the county e-commerce development idea of "buy the northwest, sell the whole country," built an e-commerce park, and established four major service platforms for the e-commerce industry in support, successively attracting more than 20 e-commerce enterprises to settle in and training more than 300 Taobao stores to go online. In just more than half a year, it achieved a shipping volume of 8,000 online orders shipped per day, becoming a highlight of county economic development.

Agricultural product e-commerce enterprises created marketing myths. While relying on e-commerce platforms, many fast-moving consumer goods Taobao brand myths appeared rapidly, and agricultural product e-commerce enterprises also began to emerge. Anhui Three Squirrels E-Commerce Co., Ltd., whose label is the first Internet forest food brand, mainly sells nuts. Just 65 days after launching, its sales jumped to first place in the Taobao Tmall nut industry; after only 1 year of establishment, its revenue reached 300 million; on "Double Eleven" in 2013, it sold 35.62 million yuan in one day, creating a miracle of an agricultural product e-commerce network that rose suddenly. Shaanxi's locally grown agricultural product e-commerce enterprise, Panda Uncle, mainly deals in specialty foods, green pollution-free agricultural products, imported leisure foods, etc., and adopts a "full network marketing + self-built platform" model. In 2013, its revenue also reached 60 million yuan.

The achievements of rural e-commerce in these four aspects show that e-commerce has already taken root in rural areas and is changing from farmers' individual spontaneous behavior into a new wave of economic development driven by the government. The basic bottleneck factors troubling the development of rural e-commerce have also, because of the increasingly strong development momentum, received attention from all parties and been actively resolved. There is every reason to be more optimistic about the prospects of rural e-commerce!