E-commerce can not only help the masses get rid of poverty, but also promote rural revitalization, which has a lot to offer. China's rural areas are rich in natural resources and human resources, and the rural industry market space is wide and the development potential is great, but some places are limited by the geographical environment, and the industrial development is facing the dilemma of "the aroma of wine is also afraid of deep alleys". The development of rural e-commerce can break the geographical space limitations, solve the problems of low industrial concentration and long chain, so that more high-quality agricultural and sideline products can "fly" out of the mountains, face the national and even global consumer markets, and help rural revitalization. The "National Rural Industry Development Plan (2020-2025)" issued by the Ministry of Agriculture and Rural Affairs proposes to develop rural e-commerce, and by the end of 2025, the online sales of agricultural products will reach 1 trillion yuan.
Assist in establishing brand effect and promoting the development of industrial agglomeration. The development of industrial agglomeration is conducive to the formation of industrial scale effect. Some villages are limited by the scattered population and living space, and the rural industries are relatively scattered, making it difficult to form the agglomeration effect of industrial development. The development of rural e-commerce can help establish brand effect and promote the development of rural industrial agglomeration. First of all, the e-commerce platform can assist the rural industries that have formed a certain brand to carry out digital transformation and platform development, and attract high-quality enterprises in the industry to invest and cooperate through the network promotion with wide radiation and fast circulation, so as to achieve cross-regional and integrated development and form industrial clustersSecondly, for rural industries with low brand value, rural areas can take advantage of the digital integrated operation of e-commerce platforms to establish a regional public brand matrix with many enterprises in the region, establish brand effect collaboratively, and enhance the visibility and influence of the industryIn addition, the e-commerce platform can also cooperate with the local government to establish a brand industrial park, absorb the rural industries that are more restricted by the geographical environment, and the first department is committed to improving the local infrastructure and service system, and the e-commerce platform is mainly responsible for brand operation and logistics and transportation, so as to create a good development environment.
Promote the extension of the industrial chain and realize the integrated development of the three industries. The extension of the industrial chain can enhance the added value of agricultural products, improve economic benefits, and achieve diversified development. At present, most of the rural industries are facing problems such as insufficient extension of the industrial chain, a large number of business entities but small scale and low level, and insufficient development momentum of the development of the three industries. The development of rural e-commerce can promote the extension of the rural industrial chain and realize the integrated development of the three industries. First of all, the development of rural e-commerce can not only realize the online marketing and sale of rural industrial products, but also promote the transformation and upgrading of rural industries. For example, with the help of the immediate, explosive effect of rural e-commerce marketing to drive the development of related processing industries, extend the rural industrial chain, increase the added value of products, some areas can also establish industrial parks according to local conditions, to achieve industrial upgrading and integrated development;Secondly, the development of rural e-commerce can also drive the development of related industries. After the maturity of rural e-commerce, it will give birth to the development of related industries such as logistics, packaging, warehousing, etc., and after the further agglomeration of capital, talents and other factors, it will also drive the development of catering, accommodation and other related industries, so that the industrial chain will be further extended, and the three industries can be integrated and developed. In addition, rural e-commerce will also be promoted.
The multi-dimensional integration of primary, secondary and tertiary industries has given birth to more new business formats. The development of rural e-commerce has broken the barriers between rural industries to a certain extent, not only to make agriculture and processing industry deeply integrated, but also to make the tertiary industry to be fully developed.
Promote the upgrading of the chain and improve the efficiency of products. The traditional sales model of agricultural products is mostly farmers-wholesalers-farmers' markets or supermarkets-consumers, with too many circulation links, high storage and transportation costs, and higher retail prices, resulting in farmers not making too much money and consumers complaining that the price is too high. The development of rural e-commerce can promote the continuous upgrading of the agricultural product chain and improve the efficiency of agricultural products. First of all, rural e-commerce can solve the problem of information dislocation between farmers and consumers, give full play to the advantages of its information platform, carry out digital marketing of agricultural products, and accurately match the consumption needs of agricultural products and consumersSecondly, in the process of development, rural e-commerce has actively laid out the construction of rural logistics infrastructure to improve the circulation efficiency of agricultural products. Under the guidance of policies such as "express delivery to the countryside", "express delivery to the west" and "coordinated development of e-commerce and express logistics", the e-commerce platform actively participates in the construction and improvement of the county, township and village ** rural logistics system, and drives the construction of the cold chain logistics system to meet the needs of fresh transportation and improve logistics efficiencyIn addition, rural e-commerce can integrate the front end of the chain and innovate the chain model of agricultural products. Rural e-commerce can separate the retail link to achieve the pre-transaction, the first chain model from the previous "picking-logistics-distribution-retail" to "picking-retail-logistics-distribution", to achieve on-demand distribution of agricultural products, on the other hand, rural e-commerce actively integrate the first link, to achieve direct supply of the base, through the pre-sale model, etc., the first chain model is further transformed into "retail-picking-logistics-distribution" to reduce the loss of circulation links.
Author: Wang Yude, is a researcher at the Party School Base of the Tianjin Municipal Party Committee of the Tianjin Municipal Party Committee, Tianjin Research Center for the Theoretical System of Socialism with Chinese Characteristics