202103090105 king.
In the report of the 20th National Congress of the Communist Party of China, it was important to comprehensively promote rural revitalization and accelerate the construction of "digital China"."Major arrangements have been made to implement the "digital business to rejuvenate agriculture"."The project is an important measure to comprehensively promote rural revitalization. At the beginning of 2022, in the "Opinions of the Communist Party of China on Comprehensively Promoting the Key Work of Rural Revitalization in 2022", it was proposed to implement "digital business to rejuvenate agriculture"."The project will further deepen the integration of "business" and "agriculture" with digital technology, expand the coverage of e-commerce in rural areas, promote the popularization of new models such as live broadcast e-commerce and short e-commerce, promote the upgrading of traditional rural e-commerce to digital commerce, and drive the transformation of agriculture and rural fields with business upgrading, and rural e-commerce will enter a new stage of high-quality development.
Digital commerce and agriculture is a systematic project launched to promote rural development, and it is an important action to help rural consumption upgrade. With the emergence of new business formats such as live broadcast e-commerce and social e-commerce, rural e-commerce has shown a trend of rapid development, and has gradually become a new development model that drives rural industrial integration and economic and social development, and has played an important role in promoting rural revitalization. All localities have fully grasped the opportunity of e-commerce development, attracted and cultivated rural e-commerce talents, vigorously tapped talents, reserved human capital for the development of rural e-commerce, and let rural areas in the new era develop new vitality in e-commerce.
The Internet infrastructure in rural areas is constantly improving. By the end of 2022, the proportion of administrative villages in China connected to optical fiber had increased from less than 70% before the universal telecom service pilot to 98%, and the 4G network coverage rate in administrative villages reached 98%.The proportion of poor villages with broadband access increased to 97%, of which the number of fixed broadband users increased to 111.8 billion households, and the number of mobile broadband subscribers increased to 2746.9 billion households, which has achieved the "13th Five-Year Plan" ahead of schedule"The goal of broadband network coverage of more than 90% of impoverished villages proposed in the National Informatization Plan accelerates the bridging of the digital divide in impoverished areas and provides a solid network guarantee for rural revitalization.
As of 2022, more than 1,500 county-level e-commerce service centers and county-level logistics distribution centers have been built across the country, and 39 rural service stations have been builtMore than 10,000, express outlets have covered more than 3 townships50,000, the national express network coverage rate of 96 townships36%。Second, the basic conditions of rural e-commerce have been improved at an accelerated pace, and there are 28 administrative villages that have built e-commerce service sites340,000, with 39 e-commerce service sites10,000 people, and the coverage rate of e-commerce sites reached 640%, 606 counties (cities, districts) across the country have realized the full coverage of administrative villages of e-commerce sites, accounting for 289%。The project of information entering villages and households has been promoted in 18 provinces, and village-level Yinong Information Agencies have been established2720,000, covering half of the administrative villages in the country.
At present, Alibaba, JD.com, Pinduoduo and other large e-commerce platforms have transferred to the rural e-commerce track"Resource integration and digital village model based on platform empowerment", Pinduoduo"Farmland cloud spelling + origin direct hair mode"and other models to boost the sales of agricultural products. At the same time, actively build a rural e-commerce ecosystem, and adopt a multi-level, dynamic and static combination of innovative models, such as the organizational structure of "e-commerce platform + regional operation center + village-level ** point", 1ct technology + professional knowledge + service institution" resource connection mode, oriented to agricultural production and trading (rural inclusive finance, inclusive medical care, education and health) The value of the service is delivered to the content"Key forms of activities such as connection + learning + writing + service, etc. Through innovative models, online sales are driven, farmers are driven to continue to start businesses, and farmers are helped to increase production.
E-commerce platforms can increase sales opportunities for agricultural products. In traditional sales methods, the sales of agricultural products are often affected by factors such as seasons and climate, and e-commerce platforms can break these restrictions and allow consumers to buy the agricultural products they need anytime, anywhere. At the same time, the e-commerce platform can also attract more consumers to buy agricultural products and increase the sales volume of agricultural products through activities such as ** and discounts.
E-commerce platforms provide a broader sales channel for agricultural products. Traditional ways of selling agricultural products mainly rely on physical stores such as farmers' markets and supermarkets. However, these channels are often limited by time, place and sales scale, and cannot meet the demand for large and rapid sales of agricultural products. E-commerce platforms can break through these restrictions and expand the sales scope of agricultural products to the whole country and even the world, so that more consumers can understand the information of agricultural products, thereby promoting the sales of agricultural products.
Live e-commerce empowers the upward movement of agricultural products. The big data strategy of the platform transforms the passive waiting search of traditional e-commerce products into the active marketing of agricultural products to "go" to potential customers, so as to expand the consumption scenario and improve the efficiency of production and marketing matchingThe dominant sales position has defined and strengthened the management of the production chain backwards, and promoted the standardized production and quality improvement of agricultural productsThe vivid short ** and live broadcast display have expanded the width of consumption and promoted the dissemination of local culture and the integrated development of agriculture, culture and tourism. In the next step, the focus should be on strengthening support and guidance in supporting the social responsibility of live broadcast to help farmers, strengthen the shortcomings in county-level graded packaging, cold chain logistics sinking, regional distribution center construction, etc., and make more efforts to improve efficiency in the whole chain quality supervision, so that live broadcast e-commerce can contribute more actively in driving the upward movement of agricultural products.
Compared with traditional agricultural product e-commerce, the empowerment effect of Dongfang Selection's new live-streaming e-commerce on the upward movement of agricultural products is mainly reflected in three aspects: expansion, quality improvement and integration promotion. First, the big data strategy of the live broadcast platform strengthens the traffic spillover effect, enriches consumption scenarios, and improves the efficiency of supply and demand matching. In the traditional e-commerce environment, the typical uplink sales of agricultural products are usually based on the classified search of agricultural product e-commerce or comprehensive e-commerce**, and the information on the sale of agricultural products is passively discovered by consumers and further transformed into actual purchase behavior. Second, the position of advantageous sales channels has defined and strengthened the management of the production end chain backwards, and promoted the standardized production, quality improvement and brand management of agricultural products. The third is the vivid short and live display, which expands the width and viscosity of consumption, and promotes the spread of local culture and the integrated development of agriculture, culture and tourism.
"Digital business to rejuvenate agriculture" is the new direction of the development of rural e-commerce in the future, rural e-commerce to develop, talent is the cornerstone, we must always put the development of e-commerce talents in an important position. Therefore, it is necessary to actively explore effective paths and strategies for the cultivation of rural e-commerce talents, and form a "first-class industry + college + enterprise"."The cultivation model of the four parties working together. **The department needs to give policy support and guidance, the industry and enterprises need to actively participate, and the school needs to change the concept of education, deepen the reform of education and teaching, provide strong rural e-commerce talent support for the sustainable development of rural e-commerce, and make e-commerce a new engine for the commercial development of agricultural products.