The continuous expansion of rural e-commerce coverage promotes greater vitality in the rural market

　　The coverage of rural e-commerce continues to expand, and new circulation models and new consumption scenarios continue to emerge——

　　Promote greater vitality in the rural market (consumption kaleidoscope)

　　Comprehensively promoting rural revitalization, the rural market with a permanent population of about 500 million has huge potential and is an important starting point for expanding domestic demand and stabilizing growth in the future.

Identifying the new characteristics of rural consumption, grasping the key areas of consumption expansion and upgrading, and breaking through the bottleneck of consumption expansion are of great significance for improving people's livelihood, expanding domestic demand, and building a new development pattern.

　　In recent years, my country's rural e-commerce has flourished, and new models of rural circulation and new consumption scenarios have emerged, injecting new vitality into the rural economy and effectively promoting rural residents' employment, entrepreneurship and income growth.

A small network cable has allowed agricultural products that were once "hard to sell" to be sold at a better price, and gradually solved the problem of "hard to buy" large-scale consumer goods in rural areas in the past, driving the rural consumer market to take on a new look.

　　Improve distribution channels and expand market size

　　"This year is another bumper harvest year, and the income has also increased." Liu Jian, general manager of Fengmanyuan Fruit Industry Co., Ltd. in Zaoyang City, Hubei Province, said happily.

This year, the "Golden Honey No. 3" yellow peach planted by the company is especially suitable for the local climate, with a long tree-hanging period and a yield of about 3,000 jin per mu.

A good harvest means a good sale. The yellow peaches produced at the company’s base are sold nationwide through JD.com, from the fields to the dining tables of citizens.

The sales revenue of 800 mu of yellow peaches exceeded 7 million yuan, driving more than 300 surrounding farmers to increase production and income.

　　At the end of last year, the "14th Five-Year Plan" Domestic Trade Development Plan issued by 22 departments including the Ministry of Commerce made arrangements for deepening the development of rural e-commerce.

This year, the Ministry of Commerce, the Ministry of Finance, and the National Rural Revitalization Bureau jointly organized the implementation of county-level commercial construction actions to support localities in speeding up the filling of shortcomings in rural commercial facilities and expanding the coverage of rural e-commerce.

In the first half of the year, 69 county-level logistics distribution centers and 65,000 village-level convenience stores were built and renovated nationwide.

All localities have actively explored and innovated, forming a batch of good experiences and good practices, and promoting the continuous expansion of rural e-commerce.

　　According to data from the National Bureau of Statistics, in the first three quarters of this year, the national rural online retail sales reached 1,497.85 billion yuan, a year-on-year increase of 3.6%.

According to the data released by Meituan, more than 98% of the counties supported by the national rural revitalization have connected to Meituan, and there are 480,000 active online merchants.

In the first three quarters of this year, about 120,000 riders from key counties supported by the national rural revitalization achieved employment in the province.

　　Experts said that it is necessary to further improve the circulation channels in rural areas and expand the scale of consumption.

Support the development and application of rural consumption big data.

Make up for the shortcomings of rural digital infrastructure such as base stations and broadband, improve the digital skills of rural residents, and cultivate online consumption habits.

Support relevant areas to build regional e-commerce platforms in counties and districts to promote the high-quality development of rural e-commerce.

　　Strengthen the talent team and drive employment and entrepreneurship

　　"Hello aunt, here are the vegetables you ordered yesterday, and they are on the table." Cun Wenbiao, who graduated from Southwest Forestry University, now returns to his hometown Lanping Bai and Pumi Autonomous County, Yunnan Province, and opened a rural online supermarket.

In his view, with the rapid popularization of the Internet in his hometown and the increasingly perfect infrastructure, the rural retail market has great potential.

　　The rapid development of rural e-commerce has accelerated the return of talents to their hometowns for employment and entrepreneurship.

Since the 18th National Congress of the Communist Party of China, the Ministry of Commerce and other relevant departments have used the comprehensive demonstration of e-commerce in rural areas as a carrier to expand the coverage of e-commerce in rural areas and drive all kinds of talents to actively return to their hometowns for employment and entrepreneurship.

According to data from the Ministry of Agriculture and Rural Affairs, as of April 2022, there will be more than 11 million people who have returned to their hometowns to start businesses.

The "14th Five-Year Plan for the Construction and Development of Agricultural and Rural Talent Teams" clearly stated that by 2025, 1 million rural entrepreneurial leaders will be cultivated, and 15 million entrepreneurs will return to their hometowns.

　　In the online live broadcast room, village cadres became "cargo kings".

They either promote local high-quality and characteristic agricultural products in the way of experience and interaction, or communicate with netizens online, set up pots and stoves in the live broadcast room, display local specialties, and help farmers increase their income.

Live broadcasting has opened up sales for local agricultural products, increased popularity, and saved villagers from traveling outside, so they can make money at their doorstep.

　　Experts said that it is necessary to give full play to the "head goose" effect, build a three-dimensional talent support system, attract and cultivate more rural e-commerce talents, reserve sufficient human capital, and let rural e-commerce show greater achievements in the new journey.

　　Accelerate the sinking of channels and improve the business system

　　"I never expected that we could embrace cloud technology when we sell agricultural products." In Yanbian County, Panzhihua City, Sichuan Province, with the technical support of JD Cloud, local enterprises have realized intelligent management of order receipt and product distribution.

JD Technology provides merchants with full closed-loop services from entry to financial settlement, helps establish service systems such as platform operation and product promotion, helps enterprises expand product sales channels, reduces operating and management costs, and promotes the coordinated development of enterprises and regional economies.

　　Last year, 17 departments including the Ministry of Commerce issued the "Opinions on Strengthening the Construction of County-level Commercial Systems to Promote Rural Consumption", proposing to "strengthen the overall planning capabilities of county-level e-commerce public service centers, and provide services for e-commerce companies, family farms, farmers' cooperatives, professional operating companies, etc. The main body provides services such as market development, resource docking, and business guidance to improve the application level of rural e-commerce.”

For more than a year, large-scale enterprises have given full play to their own advantages, provided support for small and medium-sized rural e-commerce enterprises by building technology and service platforms, carried out supply chain empowerment, and worked together to expand the rural e-commerce market while enhancing rural e-commerce stamina of development.

　　The relevant person in charge of the Ministry of Commerce said that in the next step, we will intensify the work with relevant departments to guide local governments to focus on channel sinking, focus on counties and townships, and use digitalization, chainization, and standardization as means to speed up the completion of infrastructure and Public service shortcomings, continue to expand the coverage of rural e-commerce, promote the improvement of the county-level commercial system, increase the high-quality supply of urban and rural consumer markets, and contribute more to promoting the continuous recovery of consumption and rural revitalization.

(People's Daily Xie Fei)