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Tell you a real rural e-commerce: the situation is not optimistic

tell you a real rural e-commerce: the situation is not optimistic

September 26, 2016

[China paint information]

statistics from the Ministry of Commerce show that the purchase transaction volume in rural areas reached 353 billion yuan in 2015, an increase of 96% year-on-year; The retail sales of agricultural products reached 150.5 billion yuan, the number of rural residents reached 56.59 million, and 1.18 million new stores were added. 250000 e-commerce village level service points have been built in 1000 counties across the country

some experts predict that in 2016, the total purchase market in rural areas is expected to exceed 460billion yuan, showing a blowout market. Alibaba,, Suning Tesco and other e-commerce giants' wall brushing wars and point competition in rural areas have even burned rural e-commerce. When the urban market has fallen into white hot competition, more and more industrial and commercial capital has poured into the countryside. You come and I go hand in hand. How lively it is

however, is this really the case? Sorry, at least what I see is not

speaking from a survey,

the rural market is different from the city. The city is one thousand people, while the countryside is one thousand people. The differences in life and consumption between cities are mainly affected by the income level and the stage of urban development. Through several key indicators, we can calculate the general situation, and even infer according to the situation of its surrounding cities, but the situation in the countryside is too complex and there are too many influencing factors, Not to mention the situation of each county, even the situation of each village is different

in addition to economic factors, the influence of local human conditions, customs, regional characteristics, ideas and so on can not be ignored. Therefore, to engage in rural e-commerce, we must conduct field research, and we must not blindly follow the trend

I don't deny the authenticity of official data. I'm also optimistic about the future development of rural e-commerce, but the data are often macro, and the significance of research is to make you see more real and specific. Although rural e-commerce is developing rapidly nationwide, the situation in each county is different. Whether others develop well or not may mean that you can develop well. The same development ideas may be suitable for others, but not necessarily for you

this time, we were invited to a county in western Jiangxi to do research. This county has a population of more than 300000, and its GDP in 2015 was 12.563 billion yuan. During the "12th Five Year Plan" period, the average annual growth rate was 10.5%; The per capita disposable income of urban residents reached 26057 yuan, and the per capita disposable income of rural residents as the main engine reached 14189 yuan, an increase of 9% and 10% respectively over the previous year

it seems to be growing steadily, but in fact, it is in danger. Because of the determination of the elongation of presumptive force, the growth of economic indicators in Dongxian county is mainly the traditional industries with high energy consumption and high pollution, such as electric porcelain, building materials, thermal power, coal, etc. The proportion of primary, secondary and tertiary industries is 13.8:64.1:22.1, and the structure is seriously maladjusted. With the state's restrictions on the development of high energy consumption and high pollution industries in recent years, the county's economic growth will soon face bottlenecks, so the county government leaders are very anxious. At this time, the State advocates the development of rural e-commerce, and has allocated a large amount of financial funds to support it. Those who get the "e-commerce into rural demonstration counties" can get tens of millions of yuan of project funds, so they also aim at rural e-commerce in the future, A "interconnection + action office" was formed by temporarily transferring personnel from the following departments to coordinate the operation

at present, the e-commerce Industrial Park funded by the county is nearing completion, which has attracted a number of local enterprises to settle in, but it is unclear about the specific implementation plan of rural e-commerce in the future. This is also the purpose of our research

the real situation is not optimistic

we spent a week visiting all administrative units, leading enterprises, industrial parks, new farmers, logistics enterprises, small shopkeepers, farmers and other relevant parties in the county, but the final conclusion is not optimistic. Although this is only the case of a county, many of its problems are very representative

1. The biggest obstacle to the development of rural e-commerce is talent

this is the most profound point we have learned in this survey. The development of rural e-commerce is essentially driven by capable people. The operation of e-commerce involves professional knowledge such as Internet technology operation, network marketing and upstream and downstream docking. Traditional farmers do not have such quality at all, and rural e-commerce needs a group of new farmers

new farmers need to have the following conditions: diversified professional experience and background, Internet thinking, strong agricultural skills, innovative thinking, group thinking (understand group development, attach importance to sharing and communication), strong brand awareness, and distinct cultural genes

according to the above conditions, the best candidate for new farmers is the educated youth who return home to start a business. Only they can control the Internet and know how to use agriculture + Internet. But the situation in this county is: the vast majority of young workers go out to work, leaving behind women, children and the elderly. According to the leaders of the human resources and Social Security Bureau of their county, they can't find anyone to organize e-commerce talent training every time. In the end, there is really no way. In order to complete the task, the village can only bring a group of women to listen, and some still come with children

we also went to a local vocational school to learn that according to their principal, children here generally have a mentality of "taking the train" and run out as soon as they graduate. Because there is no new change in the development pattern of domestic new materials in the local area: from an international perspective, what decent enterprises can't keep young people at all

this also brings another very serious social problem. According to the headmaster, there are more than 200 singles in his village, many of whom can't get a wife in their forties and fifties, because young girls have married outside. This incident shocked us very much and fully showed that the local brain drain situation was very serious

some people may say that college student village officials are not the best candidates? I thought so at first, but unfortunately, this is not the case. In our imagination, college student village officials are educated young people who take root at the grass-roots level and lead the villagers to get rich together, but in reality, most college students apply for village officials in order to enjoy extra points when taking the examination of civil servants and public institutions. As a transition of official career, few of them really settle down to do a few practical things (of course, there are also those with dedication, but few)

lack of talents is a very practical problem. There is no talent to talk about rural e-commerce! We can't even find people for training. What about e-commerce targeted poverty alleviation

2. The concept consciousness is not in place

"agricultural products into the city, industrial products to the countryside" is the main content of rural e-commerce. Farmers are the direct participants of rural e-commerce. In this process, they play the role of producers on the one hand, and consumers on the other hand

the reality is that as an important party to the transaction, farmers' awareness of taking the initiative to use e-commerce is quite weak, and the degree of participation is too low to bring enough transactions, which will not bring the normal development of e-commerce enterprises

although the use of Internet shopping has been very common in cities, there is a lack of sufficient understanding of shopping in rural areas. Most people have a questioning attitude, worried about risks, and dare not try

in the process of research, we found that some grocery stores have been equipped with affordable touch-screen terminals. Villagers can buy goods through this pad, and can also sell their agricultural products online. Store owners provide purchasing services to help them place orders and launch products. However, we learned that the effect is not ideal, because most of the people left behind are middle-aged and elderly people aged 40 or even 50, They don't believe in networks at all, and they are unwilling to try

in addition, as a producer, there is a serious lack of brand awareness, food safety awareness, division of labor and cooperation awareness, interconnection thinking, etc

the concept is deep-rooted, and it is not easy to change it

3. There is a serious shortage of funds

in a few developed areas, the financial situation of most counties is not very good. If they want to start a project, they must apply for funds from the above, most of which are fund oriented. That is to say, they will think of doing this thing only after they have the project funds first. For example, many counties now engage in rural e-commerce for supporting funds such as "e-commerce targeted poverty alleviation funds" and "e-commerce into rural demonstration counties", If there is no relevant support funds, they usually don't take the initiative to do it, which is no wonder that they need to invest in everything

the county we investigated is currently applying for "e-commerce into rural demonstration county", but to get the quota, they must have a certain planning and foundation, so they must "pay their own money" to start some projects, such as e-commerce Industrial Park, and some are tasks from the top to the bottom, such as the training of new vocational farmers. How many training quotas should be completed every year, and the top does not give funds, Only a part can be transferred from other support funds

the development of rural e-commerce obviously requires a lot of capital investment, such as the training of e-commerce talents, the support of e-commerce projects and the construction of relevant infrastructure and supporting facilities. At present, those who do well in rural e-commerce get the quota of "demonstration counties", while "demonstration counties" are a few after all, and most of the counties are still in the state of capital diversion. Of course, the development of county economy cannot rely on national blood transfusion alone, but the problem is that most counties do not have hematopoietic function

4. The administrative departments of the government fight their own battles

this time, we almost went all over the administrative units of the county: the Ministry of agriculture and industry, the Bureau of agriculture, the Tourism Development Commission, the Bureau of Commerce, the Bureau of science and technology, the Commission of industry and information technology, the national development and Reform Commission, the human resources and Social Security Bureau, telecommunications, and postal service. Although the county has issued instructions, the more common ones are stretch, pressure resistance, and twists and turns, so that they can actively cooperate with the work of "Internet + action office" and report their action plans, But our feeling is that these departments are not screwed together at all, and they all have their own careful thinking

take e-commerce talent training for example. The Bureau of agriculture, the Bureau of science and technology, the Bureau of Commerce, and the Bureau of human resources and social security are all doing it by themselves, and there is no communication and cooperation between them. The leaders of the human resources and Social Security Bureau told us that they had intended to do it together with the help of the teacher resources of the science and Technology Bureau, but the answer was "we have done it", and all departments did it with the mentality of completing the task, rather than with the purpose of pursuing the effect, doing it by themselves and completing the task

from the plan they submitted to the "Internet + action office", it can also be seen that it is purely for coping. The leader of a department told us the truth: "Internet + action office" is still a temporary department. The personnel are transferred from below, and the office equipment is solved by the help of brother departments. Why should other departments accept their leadership

this is a very practical problem, and the organizational structure directly affects the final result. The problem of this county is that a new Department has been set up for this work, but this temporarily established department has no funds and real power. Some counties are dominated by an original department, such as the Bureau of Commerce, the tourism administration, and the Bureau of agriculture, and other departments cooperate. As for which way of organization is better, we can't draw a conclusion, but we can be sure that if we want to mobilize the unified cooperation of all departments, it must be done by the top leaders of the county

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