consumption is a new force丨rural e-commerce ignites a new engine for rural revitalization
2024-10-05
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the research institute of the ministry of commerce recently pointed out in the "big data analysis report on regional development of china's e-commerce" (hereinafter referred to as the report) that the rural e-commerce market has entered a period of steady growth. in 2023, the national rural online retail sales will be 2.49 trillion yuan, an increase of nearly 13 times compared with 2014. in 2023, the national online retail sales of agricultural products will be 587.03 billion yuan, an increase of 12.5%. from 2021 to 2023, the total amount of agricultural product logistics will exceed 5 trillion yuan for three consecutive years. the report also emphasized that e-commerce has broadened the sales channels for agricultural products and attracted many talents to return to their hometowns to start businesses, becoming a new path to promote rural revitalization.
rural e-commerce helps farmers increase income
e-commerce platforms have effectively played a role in helping farmers and enriching farmers, helping farmers achieve a bumper harvest offline and increase their income online.
in recent years, jd.com has been deeply involved in the national industrial belt, cultivating a series of agricultural product brands such as running chicken, swimming duck, flying pigeon, king crab, etc., helping farmers in remote areas get rid of poverty and become rich, achieving agricultural product transaction volume of more than 500 billion yuan, becoming a leading platform for selling agricultural products in poverty-stricken areas. important channels.
the latest data report on agricultural assistance released by douyin e-commerce shows that from september 2023 to september 2024, douyin e-commerce sold a total of 7.1 billion orders of agricultural products, a year-on-year increase of 61%, with an average of 17.4 million orders per day. agricultural special products are sold all over the country.
taotian group has also been committed to the development of rural e-commerce. in the past year, taotian group has relied on the gradual improvement of e-commerce basic capacity building and gradually increased the degree of digitization. at the same time, with the help of e-commerce live broadcast, online semi-hosting and other model innovations, it has helped more agricultural products from xinjiang, gansu, qinghai, yunnan and other western provinces. "out of the circle".
during the autumn harvest season, e-commerce will maximize the advantages of helping farmers and enriching farmers. according to jd.com, this year’s jd agricultural specialties festival has selected hundreds of millions of agricultural specialties from more than 2,000 industrial zones across the country. jd supermarket has exclusively cooperated with a number of national geographical indication agricultural specialties, including inner mongolia grassland sheep, to hold slaughtering and mining ceremonies. , at the same time, a group of internet experts also recommended agricultural products in various art forms such as shaanxi storytelling. in addition to full discounts, jd.com also launches many promotional activities, and special agricultural products are sold at discounts of up to 50%.
live streaming e-commerce allows agricultural products to “get out of the circle”
a report released by the research institute of the ministry of commerce pointed out that rural e-commerce has expanded agricultural product sales channels through online platforms and significantly increased farmers' income levels. live e-commerce has made more agricultural products popular, and some agricultural specialty products have even become "hot commodities." this change has promoted all-round standardization, modernization and upgrading of the rural industrial chain from production, processing, packaging to sales.
taotian data shows that from january to august 2024, live broadcast sales of agricultural products on taobao and tmall platforms increased by 33.2% year-on-year. among agricultural products with sales exceeding 10 million yuan, 20 categories have achieved more than three-fold growth in live broadcast sales. agaricus blazei, king crab, oolong tea, yam slices, and mutton rolls ranked in the top five, with growth exceeding 800%.
during this year's farmers' harvest festival, taobao and tmall fresh food launched the "harvest china tour", with live broadcast traceability as the core scene, spanning ten major provinces, and connecting the core fresh food industry belts in the north and south of the yangtze river, including heilongjiang rice, inner mongolia beef and mutton, and xinjiang apples , jiangsu hairy crabs, etc. industry organizations have established ecosystems such as live broadcasts, store broadcasts, official broadcasts, and industry-driven stores, and invested hundreds of millions in traffic support to trigger an explosion of transactions in origins and increase farmers' income.
during the agricultural specialty shopping festival, jd.com held a variety of offline activities to assist farmers. the first jd agricultural games held recently created an immersive agricultural specialty product experience. jingdong supermarket's purchasing and selling live broadcast room simultaneously broadcast the peasants' games. at the same time, anchors were also on hand to bring goods with internet experts.
on the douyin e-commerce platform, a large number of experts who focus on promoting agricultural products continue to emerge. zeng qinghuan, an e-commerce creator from loudi, hunan whose online name is "xiangmei xinbao," is a typical representative. since october 2019, she started selling baixi fermented bean curd on douyin e-commerce. she once sold out the normal three-month output of a local fermented bean curd factory in a live broadcast. now, she has built a rural e-commerce live broadcast public welfare training base to teach villagers how to appear on the scene as anchors and help them find jobs and become rich.
accelerate the exploration of high-quality development paths
in recent years, with the consumption upgrade of urban and rural residents, the demand for ecological, high-quality, diversified and personalized agricultural products has increased, bringing new opportunities to the development of rural specialty industries, and rural e-commerce has also ushered in good opportunities. however, the current development of agricultural product e-commerce also faces some problems.
at the recently held "high-level seminar on china's agricultural products e-commerce in the first half of 2024", hong tao, director of the institute of business economics at beijing technology and business university and director of the china food (agricultural products) safety e-commerce research institute, released the "china's agricultural products e-commerce in the first half of 2024" business development report” (hereinafter referred to as the report). the report pointed out that the current agricultural product e-commerce still has problems such as serious homogeneity, lack of long-term strategy, and excessive competition between platforms.
regarding the future development direction of agricultural product e-commerce, hong tao believes that the most important thing is to adhere to the high-quality development of china’s digital agricultural product e-commerce, explore the development of chinese-style modern agricultural product e-commerce, and accelerate the development of internet-based e-commerce. the leap forward in e-commerce of agricultural products based on digital technology.
in fact, in march this year, nine departments including the ministry of commerce issued the "implementation opinions on promoting the high-quality development of rural e-commerce," proposing that multiple measures should be taken to fully promote the high-quality development of rural e-commerce. the opinion also proposes that within five years, a rural e-commerce service system with complete facilities, active entities, smooth circulation, and efficient services will be basically established. cultivate about 100 rural e-commerce "leading counties" across the country, cultivate about 1,000 leading digital circulation companies in counties, build about 1,000 county live broadcast e-commerce bases, and cultivate about 10,000 rural e-commerce leaders.
the rural e-commerce market has huge space. hong tao said that it is expected that the national e-commerce of agricultural products will reach a new high in 2024, exceeding the target of 630 billion yuan in online retail sales of agricultural products in the "key points of digital rural development in 2024".
