Agricultural products stand on the "C position" of e-commerce (Online China)

  The person in charge of the e-commerce department of the Ministry of Commerce said a few days ago that the monitoring of key e-commerce platforms by business big data shows that the online retail sales of agricultural products in China will grow relatively well in 2022, and the national online retail sales of agricultural products will increase by 9.2% year-on-year.

The vigorous development of rural e-commerce has built a new platform for the circulation of agricultural products for the vast countryside, broadened the path for farmers to increase their income, and activated the potential of rural revitalization.

A rural youth who sells agricultural products on an e-commerce platform said: "Looking at last year's sales data, agricultural products have entered the 'C position' (the leading role) of e-commerce."

  The platform accelerates the pace of "going to the countryside"

  The online sales of agricultural products achieved gratifying results.

According to business big data, in 2022, the national rural online retail sales will reach 2.17 trillion yuan, a year-on-year increase of 3.6%.

Among them, the online retail sales of physical commodities in rural areas were 1.99 trillion yuan, a year-on-year increase of 4.9%.

The national online retail sales of agricultural products were 531.38 billion yuan, a year-on-year increase of 9.2%, and the growth rate was 6.4 percentage points higher than that in 2021.

  The rapid growth of online sales of agricultural products is inseparable from the strong support of policies.

In 2022, the "Opinions of the Central Committee of the Communist Party of China and the State Council on Promoting the Key Work of Rural Revitalization in an All-round Way in 2022" proposes the implementation of the "Digital Business Revitalization of Agriculture" project to promote e-commerce into the countryside.

"Digital Business Prospering Agriculture" is the abbreviation for the development of digital commerce to revitalize agriculture, including guiding e-commerce companies to develop new infrastructure for rural e-commerce, improving the digitalization, networking, and intelligence of e-commerce infrastructure such as agricultural product logistics and distribution, sorting and processing, and developing The smart supply chain connects the "first mile" of agricultural products uplink and the "last mile" of industrial products downlink.

  With the support of the policy of "Digital Commerce to Prosper Agriculture", e-commerce has accelerated the pace of "going to the countryside", from the initial network of the sales end to the digitalization and intelligence of the circulation and production ends.

The major e-commerce platforms have made efforts in the supply chain of agricultural products, accelerated the process of structural reform of the agricultural supply side, realized the close connection between production and sales, and helped comprehensively promote rural revitalization.

Pinduoduo adopts the model of "commercial purchase + direct delivery from the origin", sets up a special project of "tens of billions of agricultural research", explores participation in the formulation of agricultural product standards, and helps the modernization of agriculture and rural areas. launched the "Agricultural Specialty Shopping Festival" to launch a variety of high-quality agricultural products.

In addition, there are e-commerce platforms launching short video live broadcast competitions for rural revitalization and new farmers, which help high-quality agricultural products to go up in various forms, and promote farmers to create wealth and increase income.

  "Soil" video with fire local specialties

  In Huanggang City, Hubei Province, Xu Zhixin, the first secretary of Yanwoyuan Village, Luotuo'ao Town, Luotian County, became an anchor to help farmers, promoting Luotian chestnuts, red Anchovy, tea and other agricultural products, with monthly sales of more than 6 million yuan; Luzhou, Sichuan Province Wu Qiuyue from the city has achieved a monthly sales of more than 100,000 catties of dried small alpine radishes; Li Chunwang took root in the Northwest in his forties, bringing high-quality kiwifruit, red dates, and apples to more people.

  In recent years, short videos on rural themes have become popular frequently, and short videos and live broadcast platforms have become a fast lane for agricultural products to go to cities.

The report "Short Video Builds a Platform for New Farmers and Boosts the High-quality Development of Agriculture" released by the Agricultural Products E-Commerce Research Group of the Institute of Agricultural Economics and Development, Chinese Academy of Agricultural Sciences pointed out that short videos and live broadcasts can attract and keep returning home to start businesses Young people, bring advanced production and management concepts, drive the development of the upstream and downstream of the industrial chain, and then help cultivate new agricultural management entities, increase employment opportunities for rural residents, and expand the space for farmers to increase income.

For example, the Douyin e-commerce "Mountain goods on the headlines" agricultural aid project has penetrated into Fujian, Guizhou, Sichuan, Jilin and other places, allowing high-quality agricultural products that are far away in rural areas and have not been seen by more people to come out of the mountains and reach consumers across the country.

"Shanhuo Shangtoutiao" has helped double the sales of agricultural products such as Pinghe honey pomelo, Liancheng red sweet potato, Laifengteng tea, Duyun Maojian, and Yanbian rice on the Douyin e-commerce platform.

  "Since its inception, Douyin e-commerce has continuously tapped high-quality agricultural products on the platform to help it expand the market and create distinctive brands." The relevant person in charge of Douyin e-commerce told this reporter that in the future, the Douyin e-commerce platform will On this basis, go deeper into the whole chain of agricultural product production, and work with the origin of agricultural products to develop regional characteristic agricultural products into a representative agricultural product industry, help the industry develop in depth and drive more employment.

  Farmers go from "know how to plant" to "know how to sell"

  "Sell agricultural products and find e-commerce" has become the consensus of many farmers, but many people are not good at how to "connect to the Internet".

The villagers know their own products best, but they are not good at online marketing; the anchors know the Internet, but they are not good at field work.

How to give full play to their respective advantages so that agricultural products "grow well" and "sell well"?

  In 2021, in Li Jie Village, Qiaodian Town, Binchuan County, Dali Bai Autonomous Prefecture, Yunnan Province, the pomegranate harvested by villager Li Benbin had a bumper harvest. He wanted to continue selling through traditional channels, but asked several buyers, and the highest purchase price was only 1.8 per catty. Yuan, he remembered the live broadcast team of "Fruit Farmer Dad" he had seen, several young people yelled into their mobile phones in the field, "Pomegranates are freshly picked and fresh, and the seeds are not spit out and taste sweet."

  Li Benbin took the pomegranates to the Yunnan Guonongba Agricultural Technology Co., Ltd. in the town. His pomegranates were of good quality and big.

Yuan Xiaowei, the person in charge of the company, said: "This kind of pomegranate is suitable for e-commerce channels to do high-quality retail."

  Binchuan County is vigorously cultivating and developing the rural e-commerce industry, attracting young people to return to their hometowns to start businesses, to be anchors, and to help bring goods. Now more than 100 kinds of special agricultural products have been sold online. Upward trading of agricultural products has become increasingly active. The online retail sales of agricultural products in the county have increased significantly. rise.

  Experts believe that the benign interaction between the farmers from "know how to plant" to "know how to sell", and the rural e-commerce practitioners from "know how to sell" to "know how to grow" will help to improve the quality and efficiency of rural e-commerce It is of positive significance to enter the city with agricultural products.

  Yang Junfeng