What is the relationship between e-commerce and farmers’ names? How to understand the phrase “who saves the other, e-commerce or farmers’ names”?

Fundamentally speaking, e-commerce and farmers should have a growing relationship. Agricultural-related e-commerce should take advantage of the opportunities of the deep integration of the Internet and agriculture to mutually benefit farmers and strive to achieve win-win outcomes for both upstream and downstream sectors. To make production more scientific, make circulation more efficient, and make food safer, both e-commerce companies and farmers should do their best.

Whenever the relationship between e-commerce and farmers is mentioned, the former is somewhat of a "savior" to the latter. In the traditional agricultural production and marketing chain, farmers can be said to be at the bottom of the entire industrial chain, bearing dual risks from nature and the market, but with little bargaining power and voice. However, when agricultural-related e-commerce emerged, it used the power of the Internet to effectively improve information asymmetry, reduce circulation links, and use the "disintermediation" effect to promote fair trade in the field of agricultural products. It will not only help solve the problem of farmers' "selling difficulties" and increase farmers' income; it will also help to standardize the production process from terminal demand and improve the quality of agricultural products. Moreover, the innate “grassroots” nature of the Internet also helps farmers stand directly at the center of the commercial stage.

However, the problem of "difficulty in selling" is ultimately still the "difficulty in connecting" between the scattered small-scale farmer production in the upstream and the large market in the downstream. This problem has been around for a long time. Although the agricultural e-commerce that is now blooming everywhere provides new perspectives and possibilities for solving the problem, it still remains to be seen to what extent it can solve the problem. According to statistics from the Ministry of Agriculture, the national online transaction volume of agricultural products exceeded 100 billion yuan in 2014, accounting for only 3% of agricultural product sales. At the moment, the power of the "savior" seems to be too limited.

In the long run, since the service quality of agricultural-related e-commerce is closely related to the quality of agricultural products provided by farmers, the roles of "rescuing" and "being saved" between e-commerce and farmers are actually interchangeable. . With the development of modern agriculture and the improvement of scale, organization and standardization of agricultural production, the quality of agricultural products will be better improved, which can help agricultural-related e-commerce gain greater development space and more lasting benefits.

Attachment: Interpretation of China’s current top ten county e-commerce models:

Suichang, Zhejiang—Reconstruction of e-commerce ecology + pioneer of rural e-commerce

In 2012, the county’s e-commerce transactions totaled 150 million yuan. In January 2013, Taobao’s Suichang store was launched. In 2014, the street rush project was launched to fully activate rural e-commerce. Suichang has initially formed the "Suichang Phenomenon" of county-wide e-commerce featuring agricultural specialty products, coordinated development of multiple categories, and interaction between urban and rural areas. After the initial "Suichang Phenomenon", Suichang's pace of exploration has not stopped, and has gradually been upgraded to the "Suichang Model", which is driven by localized e-commerce comprehensive service providers to drive the development of county e-commerce ecology and promote local traditions. Industries, especially the agricultural product processing industry, interact with "e-commerce comprehensive service providers + online merchants + traditional industries" to form a county economic development path in the information age.

Following this, the launch of Suichang's "Gongjie" project ushered in the breakthrough of rural e-commerce. The significance of "Gongjie" is to open up the last mile of informatization in rural areas and allow rural people to enjoy The same online shopping convenience and quality of life as in cities allow urban people to eat reliable agricultural products from rural areas and realize the integration of urban and rural areas.

Enlightenment: Multiple products are launched collaboratively, industry links are opened up through associations, and government policy support is in place. With the help of strategic cooperation with Alibaba, relying on the effective interaction between service providers and platforms, online merchants, traditional industries, and the government, It has built a new e-commerce ecosystem that can help county e-commerce take off

Zhejiang Lin'an - Online and offline development

Zhejiang Lin'an is based on its own advantageous product, nut roasting, and is closely linked to Taking advantage of one of Hangzhou's superior geographical advantages, we vigorously promote the development of county-level e-commerce. In 2013, Lin'an produced 250,000 tons of various high-quality ecological agricultural products, with a total output value of 5.15 billion yuan; e-commerce sales of agricultural products exceeded 1 billion yuan.

Lin'an actively carries out linkage between urban and rural enterprises, including 7 agricultural product e-commerce demonstration villages, and the total sales of 38 e-commerce enterprises with more than 5 million yuan reached 565 million yuan; forming "two parks and multiple points", Lin'an City Electronics Business Industrial Park, Longgang Nut Roasted Seeds Food Park (city), and multiple agricultural product bases (villages).

Enlightenment: Online and offline cooperation go hand in hand, "One Belt, One Hall + Micro Lin'an", Alibaba Lin'an Nut Roasted Seeds Industry Belt ("Tmall" platform) has become China's No. 1 online wholesale platform for nut roasted nuts, "Taobao·Characteristic China—Lin'an Pavilion" is a WeChat platform with Lin'an's local feelings that integrates tourism, media, entertainment, life, and services—WeChat Lin'an.

Lishui, Zhejiang——The Wutong Project has miraculous effects

To some extent, county e-commerce is a process of planting Wutong. Only with Wutong can there be a phoenix. The Wutong Project in Lishui is to make every effort to create a regional The e-commerce service center helps e-commerce companies provide supporting services and allows e-commerce companies to incubate and grow smoothly. This is the biggest feature of Lishui rural e-commerce.

The e-commerce service center has four major functions: subject (government departments, enterprises, individuals) cultivation, incubation support, platform construction, marketing and promotion, and is responsible for "government, online merchants, suppliers, platforms", etc. Participate in the transformation of resources and needs of all parties to promote the healthy development of regional e-commerce ecology.

Enlightenment: Lishui's construction model is "government investment, corporate operations, public welfare as the main focus, and the market as the supplement". It is necessary to effectively combine government services with market efficiency to attract a large number of talents and e-commerce entities to return.

Tonglu, Zhejiang - It’s good to enjoy the shade under the big trees

Tonglu is a county under the jurisdiction of Hangzhou. It is only 80 kilometers away from Hangzhou city. It is the most economically powerful county in western Zhejiang. , China’s famous hometown of logistics and pen-making, and its unique location advantages provide good support for the development of e-commerce in Tonglu. In October 2014, Alibaba’s first rural e-commerce pilot chose to settle in Tonglu, creating a good environment for Tonglu The industry atmosphere for the development of e-commerce

Enlightenment: Tonglu has a good industrial foundation and e-commerce development trend, especially in logistics. It has the inherent advantage of full logistics for village-level units; it also has a good social environment and Policy support from government departments provides a good environmental foundation for the development of e-commerce

Qinghe, Hebei - E-commerce brings a second spring

In Qinghe, Hebei, "e-commerce" has become The most distinctive business group in Qinghe County, Qinghe has also become the largest online sales base for cashmere products in the country. There are more than 20,000 Taobao and Tmall stores in the county, with annual sales of 1.5 billion yuan. Cashmere yarn sales account for more than 70% of Taobao, making it a veritable Taobao county.

In the previous era of traditional industries, the cashmere industry in Qinghe, Hebei Province was almost completely defeated in the competition. In 2007, it unexpectedly succeeded in selling cashmere on Taobao, which immediately triggered uncontrollable consequences. In terms of infrastructure construction, the county Continuously increasing efforts, a large number of e-commerce industry cluster service platforms such as e-commerce industrial parks, logistics industry clusters and warehousing centers are currently under construction. Qinghe is realizing the transformation and upgrading from "Taobao Village" to "Taobao County"

Enlightenment: Following the trend during the outbreak, the first is association + supervision + testing to maintain normal market order; the second is emulsification center + e-commerce park, improving training, transformation and upgrading; attacking across the board to build New Baifeng Cashmere The (electronic) trading center has attracted nearly 200 domestic companies to conduct cashmere electronic transactions; the third is to establish the B2C model "Qinghe Cashmere Network" and the 020 model "Baironghui" network, on which more than 100 merchants have set up online stores. ); The fourth is to implement the brand strategy. 12 brands have been awarded the Chinese Apparel Growth Brand, 8 brands have been awarded Hebei Province Famous Trademarks, and 24 cashmere companies have ranked among the "Top 100 Cashmere Industry in China"

Shandong Boxing— —New countryside surrounds cities

When there were only 20 Taobao villages in the country in 2013, there were two Taobao villages in one county in Boxing, Shandong. This is an intriguing phenomenon. In 2013, e-commerce transactions in the two villages 417 million yuan, one makes straw weaving and the other makes homespun cloth. Boxing County connects traditional arts with physical operations and e-commerce sales platforms, allowing characteristic industries such as straw and willow weaving and old coarse cloth to enrich the people with the wings of the Internet, realizing the second level of farmers' Taobao online Start a business.

As the national export base for straw and wicker handicrafts, the formation of Boxing Taobao Village can be said to have grown naturally. Not only is the supply sufficient, but the quality and reputation have always been good. The e-commerce threshold and cost are not high, and it is easy to learn and learn. imitate. The success of Taobao Village has further promoted the online transformation of traditional enterprises in the county. Currently, the county has more than 3,000 e-commerce companies with more than 20,000 employees, and 80% of industrial enterprises have conducted online trade.

Enlightenment: First, the timely transformation of traditional foreign trade; second, the key role of talents must be played; third, the combination of industrial parks and online; fourth, timely guidance and improvement from the government.

Haining, Zhejiang——E-commerce reverses industrial transformation

Haining is a famous fur city in the country. It has also been following the pace of the Internet to promote the development of e-commerce. By the end of 2012, Haining Online Commerce ( B2C/C2C) has exceeded 10,000, more than 40,000 new jobs have been created, and annual online sales have exceeded the 10 billion mark.

Currently, there are more than 1,500 e-commerce related companies*** in the city, more than 20,000 online merchants, and 780 registered Tmall stores, accounting for more than 40% of the total number of Tmall stores in Jiaxing City; above In half a year, the city achieved online retail sales of 5.198 billion yuan, a year-on-year increase of more than 11%. It successfully created the "First Batch of E-Commerce Demonstration Cities in Zhejiang Province" and the "E-Commerce Innovation Sample in Zhejiang Province" and was listed among the "Top 100 Counties for E-Commerce Development in China in 2013" "No. 3 on the list

Problems in the process of Haining's e-commerce: 1. Extensive growth, lax quality control, small and scattered entities; 2. Affected by the economic situation, total sales have declined sharply , serious inventory backlog.

Enlightenment: To use e-commerce to promote transformation and upgrading, the first is to introduce talents and change thinking (reflection after burning money); the second is to connect with the platform and attack as a whole (to stabilize the country and strengthen cross-border); the third is to strengthen Supervision and brand protection; the fourth is to carry out the park and strengthen services (six major parks have been invested and built successively); the fifth is to improve management and upgrade enterprises (modern enterprises are the main body).

Chengxian County, Gansu Province - A Counterattack of Walnuts

Li Xiang, Secretary of the County Party Committee of Chengxian County, Gansu Province, vigorously promoted Chengxian walnuts through his personal Weibo before the local walnuts were put on the market. "Walnuts are growing very well this year. Everyone is welcome to come to Chengxian County to eat walnuts. I also use Weibo to sell walnuts. People in big cities such as Shanghai have already started to make reservations. Buy some walnuts from our Chengxian County." This Weibo post was forwarded by netizens Reviewed more than 2,000 times.

From establishing rural e-commerce, to contacting walnut sellers on Weibo, and even showing various ways to eat walnuts in Chengxian County, in the following days, Li Xiang’s Weibo content did not mention walnuts every day. Nicknamed "Secretary of Walnuts" by netizens

Under the leadership of Li Xiang, cadres across the county opened Weibo to still sell walnuts, and established an e-commerce association to still sell walnuts. In summer, they sell fresh walnuts, and in winter, they still sell walnuts. What we sell is dried walnuts, and processed walnut products are being launched online. We use walnuts as a single product to break through, open up the entire e-commerce industry chain, and then gradually promote the e-commerce of other agricultural products.

Inspiration: First, make e-commerce the leader The second is to focus on building a product from point to surface; the third is to concentrate the county's manpower and material resources to make breakthroughs.

Jilin Tongyu - System Commission

Tongyu County in Jilin Province is a typical agricultural county with abundant agricultural products, but it is limited by various factors such as talent logistics. The Tongyu government actively "brings in foreign aid" according to its own situation, and carries out systematic cooperation with Hangzhou Ivy Industrial Co., Ltd. to tailor the "Sanqianhe" brand for Tongyu's agricultural products. At the same time, supporting e-commerce companies, green food parks, offline exhibition stores, etc. were established. In the early stage, a strategic cooperation agreement for origin direct sales was signed with the online supermarket "No. 1 Store", and the products were sold to all parts of the country through high-quality e-commerce channels such as "No. 1 Store". In the later stage, full-network marketing will be carried out, and the "direct sales from origin" plan will be fully implemented with the help of e-commerce to sell local agricultural products nationwide

It is worth mentioning that in order to solve consumers' doubts about agricultural products, the Secretary of the Tongyu County Party Committee He and the county magistrate jointly wrote a letter to consumers across the country - "An Open Letter to Taobao Netizens", which was posted on the homepage of Taobao Juhuasuan. This sincere and people-friendly approach won unanimous praise from netizens, and to a large extent This has boosted consumers' trust in Tongyu's agricultural products

Enlightenment: The government integrates local agricultural product resources and systematically entrusts packaging, marketing and online operations to powerful large companies. Local governments, farmers , e-commerce companies, consumers and platforms jointly create and share value, which not only meets the value needs of all parties, but also drives the development of the county economy

Shaanxi Wugong - from county e-commerce to The leap forward in the e-commerce economy

Wugong County in Shaanxi Province is a traditional agricultural county. The problem of "difficulty in buying and selling agricultural products" has always plagued the development of the rural economy. In order to solve this problem, the Wugong County Government actively develops e-commerce and explores the model of "buying in the northwest and selling nationwide". It bases on Wugong, links with Shaanxi, radiates to the northwest, faces the Silk Road Economic Belt, and builds Wugong into an e-commerce talent in rural Shaanxi. Training place, rural e-commerce enterprise gathering place, agricultural product logistics distribution center

Wugong County has now become an e-commerce demonstration county in Shaanxi Province, attracting more than 20 e-commerce companies such as Xiyu Meinong and Ganji.com to settle in and develop, with 300 people Multiple online stores have been launched one after another. The county's daily e-commerce transaction volume has exceeded 10,000 orders, and the daily transaction volume has reached more than 1 million yuan; more than 10 express delivery companies have been launched successively, and rural e-commerce pilots have been fully launched in 14 villages, making e-commerce truly Go into rural areas and benefit the people

Enlightenment: a set of leadership institutions; two associations for overall coordination; grasp the three keys of operation center, logistics system and support mechanism; build e-commerce incubation center, product testing center, data The four major platforms of the Guarantee Center and the Agricultural Products Health Guidance Laboratory have five exemption policies: free registration, free office space, free supply information and free uploading of products to individual online stores, free training of personnel, and free wifi in the county.

Jiangsu Shaji - grassroots creation out of thin air

Most of the villagers in Shaji Town, Jiangsu Province used to be engaged in traditional planting, breeding and production and processing of vermicelli. There was a time when they recycled waste Plastic has even become the main way for villagers to make money. At the end of 2006, Sun Han, then 24 years old in Shaji Town, Suining County, northern Jiangsu, tried to open a store on Taobao with the help of his friends Xia Kai and Chen Lei. Later, he successfully tried selling simple assembled furniture, attracting fellow villagers to follow suit. With the rapid development of e-commerce in the local area, Shaji Town, which does not produce wood, has actually formed a sizable furniture processing and manufacturing industry. Almost all kinds of furniture in a complete range are made here.

From the king of rags in the past to the king of furniture today, from the focus of a village to the prosperity of a town, as of June 2012, Shaji Town had 3,040 Taobao stores, including 126 Tmall stores. . According to statistics, in 2013, Dongfeng Village Logistics' monthly express delivery volume reached more than 1,000 tons and nearly 10,000 pieces.

Enlightenment: The transformation and improvement of Shaji include: first, the transformation from working alone to fighting as a group, and the transformation from individual-based to enterprise-based; second, seeing that plagiarism has a price, it gradually began to establish its own brand ; The third is that the industrial chain space is large, and furniture drives the development of supporting industries; the fourth is that from villages to towns and then to parks, the industrial model is continuously upgraded; the fifth is that there is no end to competition, and small wealthy owners have no choice but to transform into modern entrepreneurs.