How can e-commerce help rural areas prosper?
Rural e-commerce, with its rapid development, has not only changed the lifestyle of city dwellers but has also stirred up a fierce whirlwind in the countryside. The spread of internet access in rural areas and the extension of logistics to the countryside have driven the development of rural e-commerce. People have started shopping online, which has become a trend in rural areas. Without realizing it, farmers have also begun to see that the development of e-commerce has brought them a path to wealth, and farmers can now open online stores at no cost.
In fact, rural e-commerce has already been developing for several years. In the field of rural e-commerce, major e-commerce platforms are eagerly waiting to be fed, and although no notable progress has been seen yet, they will still occupy a large share of the market in the near future. From a strategic perspective, developing rural e-commerce is a major project, and we need to start from the following aspects:
1. Supply information
"Supply information" may sound like a very technical term, but for farmers it is easy to understand. In plain terms, it means growing whatever others grow, rather than growing whatever city people need. This is caused by poor information flow, and the result can only be that agricultural products cannot be sold or cannot fetch a good price. On the other hand, it is not that agricultural products have no buyers, but that buyers cannot be found, which is also caused by poor information flow. This phenomenon is particularly prominent in certain areas, leading to large quantities of agricultural products going unsold and rotting in the fields. All of this is due to the asymmetry of supply and demand information.
Recommendation: Conduct preliminary market research before opening a store, and identify the target and audience so as to better develop the market. Encourage more rural business entities to open up markets through e-commerce, attract more e-commerce service providers, and form a sound rural e-commerce ecosystem. Fully achieve information sharing and expand the online sales channels for agricultural products.
2. Unblock logistics
The development of the logistics system lags behind, and the "last mile in rural areas" has never been unblocked. The Ministry of Commerce recently issued the "Notice on Carrying Out the Comprehensive Demonstration of E-Commerce Entering Rural Areas in 2016," which pointed out that, with the goal of modernizing rural circulation, it will focus on relying on enterprises in postal services, commercial circulation, supply and marketing, e-commerce, and logistics to build and improve the rural e-commerce public service system. Policy is ultimately just policy, and relevant measures are still slow to be carried out, so rural logistics still faces bottlenecks.
Recommendation: Improve infrastructure construction. Accelerate the construction of rural communications infrastructure and strengthen the construction of the logistics system. Integrate the logistics distribution resources of postal services, express delivery, supply and marketing cooperatives, and various logistics enterprises and agricultural product distributors, make full use of idle transport capacity, and gradually improve the infrastructure network of logistics nodes at the county, township, and village levels.
3. Talent development
An Alibaba vice president once said that the true core of rural e-commerce is actually talent development. Many thoughtful young people in China have gone to big cities and are unwilling to stay in rural areas, which has caused great changes in the talent structure of rural areas. How to change today's rural talent structure is one of the key factors determining the future development of rural e-commerce. Compared with cities, rural areas should pay even more attention to talent development.
Recommendation: Provide training to farmers on internet knowledge. Raise farmers' internet awareness, increase their interest in information technology, and enable farmers to achieve shared consumption, shared economic benefits, and shared development. Teach rural residents how to open stores, maintain them, and operate them, so they can see the results and benefits.
4. Brand building
To improve the competitiveness of your own products, you must strengthen your own brand building. It is very important to build an important strategy centered on branding. Perhaps everyone thinks that only enterprises need this so much, but as a Taobao merchant, we even more need to strengthen our own brand building. For example, the relatively large nut merchants today, such as Xin Nong Ge and Three Squirrels, have all established a firm foothold through their brands.
Recommendation: Strengthen traceability management for the quality and safety of agricultural products. Strengthen the construction of a traceability system for the quality and safety of agricultural products, make online agricultural trading products traceable, and make comprehensive use of online and offline regulatory resources to ensure the quality and safety of agricultural products sold online. Fully mobilize your own enthusiasm and innovate product features. If the product is very different from existing products, it is recommended to improve your own service quality, win through quality, and win repeat customers through service.
If you want to do a good job in agricultural product e-commerce, you are not fighting alone. If you are optimistic about the market for rural e-commerce, it is recommended that everyone make full preparations before starting, so as to win the opportunity to create wealth.
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