Where is the "change" of rural e-commerce ushering in new changes?

　　#Laogao E-commerce Knowledge# Rural e-commerce is developing in full swing, especially the promotion of rural Taobao, JD.com, led by e-commerce giants, has established many rural e-commerce sites on a large scale. It seems that rural e-commerce has many development advantages. Coupled with the support from the national level, rural e-commerce has become a clear stream of economic growth. But even so, there are always many speculators. In the e-commerce village model, there are very limited implementations. A large number of agricultural product restaurants are in the form of obtaining national subsidies?

　　It is precisely this that forces rural e-commerce to embark on a path of self-rescue. Most rural e-commerce companies use e-commerce platforms from the bottom up to start businesses, leading the reverse flow of agricultural product trade. On the contrary, the top-down e-commerce platform's delayed model has encountered many problems in its implementation.

　　So, after several years of development, what level has rural e-commerce reached?

　　According to statistics, the scale of rural online shopping market has shown a continuous growth trend in recent years. In 2015, the market size reached 353 billion yuan, and by 2016, it had risen to 482.3 billion yuan, an increase of 36.6%. It is expected that the data will grow to about 600 billion yuan in 2017. However, the expansion of market size still cannot cover up the low penetration rate. The penetration rate of rural e-commerce in the entire rural area is only a pitiful 7%, which means that rural e-commerce still has great potential to be explored.

　　Compared with production, the imbalance between production and demand directly affects the balance of the real market. The demand for agricultural products has increased sharply and prices have soared, but there are still problems of unsalable agricultural products. In 2015, we had a grain shortage of 50 billion jin, but we imported 250 billion jin. In 2016, China's agricultural product import and export volume was US$187.56 billion, resulting in a trade deficit of more than US$46 billion.

　　In other words, domestic agricultural products need to be sold urgently. At the same time, it also reflects from the side that people are too dependent on imported products. Why? Is it because of the poor quality of domestic agricultural products?

　　We see that the rapidly growing rural e-commerce market urgently needs to change the supply and demand relationship in the agricultural product trade structure. To change this relationship, first of all, we need to recognize the key role of e-commerce platforms, and secondly, how to build a bridge for product transactions through the connection between up and down channels. Finally, attract talents and optimize the allocation of existing rural resources.

　　How to start from the right track, solve the rural e-commerce problem, and balance the supply and demand contradictions?

　　Among them, rural e-commerce plays an important role. As the main tool to connect both supply and demand parties, it is necessary to not only build county-level e-commerce sites, but also to accelerate the transformation of rural e-commerce service points. Make full use of various types of parks, factories, e-commerce platforms, anti-country talents, etc. that have been built, and use existing conditions to accelerate the consumption of agricultural products from rural areas to cities.

　　In addition, we use the current hot rural life experience projects, convenient logistics channels, accelerate product deep processing, and use effective rural hardware facilities to revitalize idle resources to form an effective two-way conversion platform for rural e-commerce.

　　Trust issues and information interaction

　　The central government has a supportive attitude towards rural e-commerce, so there will be subsidies. Measures such as rewards instead of subsidies and loan interest subsidies have been introduced to eliminate subsidies from the regulatory level. After social funds enter, they are subject to government supervision and social supervision, and the three parties jointly promote the allocation of effective resources.

　　Secondly, why are agricultural products not popular among users? In other words, consumers lack trust in some agricultural skins. This requires accelerating the certification and appraisal of agricultural products, cultivating brand and quality traceability, carrying out standardized production, and adopting professional quality certification procedures for the classification, packaging, processing and assembly of agricultural products.

　　At present, many rural products are based on micro-business channels, which is based on personal influence and circles. If you do not follow formal trade channels, you will have no way to complain during the transaction process, and some quality is not up to standard. Therefore, only by standardizing the operating model of the existing agricultural product e-commerce industry and supervising operation channels can the entire market be revitalized.

　　Rural e-commerce talent issues

　　No matter what business model it is, it requires the operation of talents, and rural e-commerce training has become an indispensable link. Professional talents are needed for e-commerce store decoration, product category management, logistics system construction, etc., while the loss of rural talents has been inevitable in recent years, and insufficient supply of market talents has become a well-known problem.

　　One is internal training and the other is external introduction. Both hands must be grasped and both hands must be strong. We will enrich the rural e-commerce operation team and quickly strengthen the operation of the entire operation system.

　　E-commerce enters rural areas as a general trend. Support from the national level and all sectors of society has accelerated the rise of the rural trade industry. The vast number of rural users have huge consumption potential. Adhere to the development of rural e-commerce, e-commerce is a new booster to promote rural economic development.

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