Rural e-commerce model
As the entity terminal of rural e-commerce platform, it is directly rooted in rural areas to serve agriculture, rural areas and farmers, which truly makes the services of agriculture, rural areas and farmers the biggest beneficiaries of the platform. Then, the following is the rural e-commerce model I am sorting out for you. Welcome to read and browse.
rural e-commerce mode 1
Three embryonic forms of rural e-commerce mode:
The first one is Suichang mode, taking the platform road.
It is understandable that Taobao has played an important role in promoting the "electronic dream" in rural areas, especially the key project "Characteristic China" has an irreplaceable role.
Suichang is located in Lishui City, Zhejiang Province. Suichang Pavilion is the first county-level agricultural products pavilion in China. It was launched at the beginning of this year. Its core is a unique Matteron distribution platform. With the strong support of the government and the great cohesion of its own system, Suiwang has gathered more than a thousand local small sellers for development. They provide professional training services for more than a thousand small sellers who are loose, nonstandard and unprofessional, unify the upstream sources of goods and draw up purchasing standards, and the professional team of Suiwang conducts unified operation and management, while the offline operations are carried out in accordance with standardized operations such as unified packaging, unified distribution and unified after-sales. The Suichang model is more like a regional ShoppingMall, and they are just a service provider, selling "standardization".
the second is the county-level model, taking the road of resource integration.
Chengxian County is located in Longnan City, Gansu Province. The development of e-commerce in this county is closely related to the promotion of Li Xiang, secretary of the county party committee. Secretary Li is respected as "secretary of walnuts" by netizens because he frequently sells fresh walnuts from his hometown online.
With the support and promotion of the government, Chengxian has also set up an e-commerce association, whose main products are local specialties such as walnuts and earth honey, which are sold on Taobao shop and Longnan Life Network www.939.net group buying platform, sales platform, news platform and other websites. It is worth mentioning that they have tasted the sweetness of promoting products on Weibo and WeChat, and recruited many young salespeople. Give them professional micro-marketing training. Up to now, 8% of their sales come from these free social media, and the greater value of "online shop" for them lies in trading, which is a wise choice in the early stage of starting a business.
"Longnan Life Network" reported many times that e-commerce workers climbed mountains and waded around to find high-quality agricultural products. When they found one, they integrated one and immediately started selling. Although limited by scale, it was small and flexible. Although the brand of "Mountain Spring Old Tree Walnut" has also been registered, it has not been deeply developed.
The third mode is Tongyu mode, taking the road of branding.
The biggest difference between Tongyu County and the above two counties is that it comes straight to the point and carries out brand operation, giving the local agricultural products a good name of "Sanqianhe" and directly entering the Tmall flagship store. Like the other two counties, county e-commerce associations have been established and operated by professional third-party entities.
If Suiwang is understood as a platform, Tongwang is a B2C, and Sanqianhe presents you with a commodity brand, but its more important charm is standardized operation in the whole industrial chain, unified procurement, unified packaging, unified operation, unified distribution, unified after-sales and many other standardization attempts.
Tongyu has a unique geographical location, which will greatly increase the added value of the brand. At present, it mainly sells miscellaneous grains and beans, sunflower seeds and grassland red bull meat with national geographical indications from one of the three black lands in the world.
One thing needs special reminding. Don't simply imitate the road of branding. Branding agricultural products requires certain basic conditions. The most basic condition is that cultivated land needs a certain scale and intensification. Without intensification, there will be no efficiency. Without scale, there will be no output. Tongyu County is located in the northeast. Compared with Jiangsu and Zhejiang, it has natural advantages in both scale and intensification, and professional branding operation will be even more powerful.
There is another point that needs special consideration. After agricultural products are branded, it is a multi-channel strategy, and e-commerce is one of the important battlefields. The strategic value of branding is that it can drive industrial clusters, the upstream producing areas can be more intensive, planned and modernized, and the downstream can drive the development of semi-finished products, deep processing industries and affiliated industries. The ultimate benefit of industrial development is the people. This is the unique place of Tongyu County Government.
The above three models do not mean that they are unchangeable. After all, the industry has just started, and innovation and changes have been affecting the development of the industry.
the "three musts" of rural e-commerce
There are different genes between rural e-commerce and e-commerce in the capital market. My shallow conclusion is that developing e-commerce in rural areas requires the following three musts:
First, to develop rural e-commerce, we must rely on the credibility of governments at or above the county level
Without the strong organization and support of local governments, we will never lay out the so-called three models. This kind of support is not only "selling", but more importantly, it is a primary credit endorsement for the quality of agricultural products and provides practical support for third-party enterprises such as company registration, taxation and capital.
most of our cultivated land is small and scattered, so the integration of resources needs the help of the government, and "agriculture, countryside and farmers" are related to the vital interests of the people. It is also reasonable for the county party secretary to stand up and promote the agricultural products in his hometown.
Second, in order to sell agricultural products higher and farther, we must realize professional branding.
We need to understand a core. The fundamental thing to develop e-commerce in rural areas is to help farmers increase their income. The key to increasing their income is: First, reduce the unsalable agricultural products and get more sales; Second, let agricultural products sell at higher prices and get a single premium. Brand operation of agricultural products creates a prerequisite for realizing premium income increase of agricultural products.
Lenovo Group's strategic investment in the high-end fruit brand "Jiawo" is the right choice at the right time. Liu Chuanzhi admits that "Lenovo is not in a hurry to make money in agriculture" because brand building is a long-term strategy, and its greater value lies in the future market, but now it is necessary to take the first step.
Third, the quality of agricultural products should be differentiated by regional characteristics.
The phenomenon that bad money drives out good money in agricultural products market is serious. Most of what we hear and hear is "regional brand", not product brand. The biggest problem of regional brand is that both good people and bad people can use it. Just like today, it is difficult for you to identify who is the authentic Yangcheng Lake hairy crab, consumers have lost their correct judgment on the market, which is a devastating blow to the industry.
Every region has its uniqueness. Different latitude and longitude, temperature and humidity, light duration and soil structure will produce different agricultural products with obvious regional characteristics. On this basis, we need to tap the unique selling points of products and carry out professional brand packaging. Tongyu County has built a "Three Thousand Crops" based on its unique geographical location, which is a breakthrough road.
the trend of e-commerce of agricultural products
finally, let's talk about another trend, that is, "direct sales of origin", just as Tongyu wants to build an "e-commerce black land" next year. This practice is the "C2B" model that we talk about. Agricultural products are different from industrialized products and have a natural growth cycle, which reserves a huge imagination space for C2B.
If you have great trust and love for miscellaneous grains and beans in this black land, you can make an appointment for the whole year's rations next year, and the black land will be yours in the future. With the continuous improvement of logistics facilities and the continuous development of cold chain logistics, this imagination will gradually become a reality. Rural e-commerce model 2
[Abstract] The Chinese government attaches great importance to the development of rural e-commerce. In recent years, China's rural e-commerce has grown rapidly, from the growth period to the development period. The key to the sustainable development of rural e-commerce is to cultivate talents. Based on the structural reform of education supply side, this paper discusses the training mode of rural e-commerce talents.
[Keywords] structural reform of education supply side; Rural e-commerce; Talent training mode
On November 11th, 217, CCTV Financial Channel and the Institute of Finance and Economics of China Academy of Social Sciences released the 217 Annual Development Report of E-commerce in China. The report pointed out that rural e-commerce in China has grown rapidly in recent years and has become a bright star of e-commerce in China in 217. This heavy report lists a series of shining figures. By the end of 216, there were 8.32 million online stores in rural areas, driving more than 2 million people to work. From January to September 217, the online retail sales in rural areas reached 836.14 billion yuan, accounting for 17.14% of the national online retail sales. It increased by 38.3% year-on-year, 5.6 percentage points higher than the city. Our government attaches great importance to the development of rural e-commerce. In 216, China's ministries and commissions successively issued more than 4 policy documents related to rural e-commerce. In 217, the No.1 Document of the Central Committee clearly pointed out "promoting the development of rural e-commerce". In recent years, rural e-commerce has maintained rapid growth and has become an important engine of economic development in many places. Rural e-commerce has leapt from the growth period to the development period. While rural e-commerce is booming, a series of problems have emerged. For example, rural information infrastructure construction is lagging behind, rural e-commerce talents are lacking, rural logistics infrastructure is weak, agricultural product quality and safety supervision system is not perfect, and rural e-commerce laws and regulations need to be improved. Because the business model of the enterprise itself is defective or the marketing links are chaotic, a number of agricultural products e-commerce enterprises, such as Purchasing Brothers, Houchu.com, Slow Time, Kaka Fresh, Vegetable Butler, Delicious Qiqi, and Fruit Food Gang, have suffered losses and closed down successively. The problem of homogenization competition of agricultural products e-commerce enterprises is more prominent, and the phenomenon of repeated construction of e-commerce parks and logistics parks is more serious. Rural e-commerce has changed from blue ocean to red sea. The most important thing for rural e-commerce to maintain sustainable development is to cultivate talents. In order to accelerate the upward movement of agricultural products and build a complete rural e-commerce ecosystem, a large number of talents are needed in the fields of product development, promotion and operation, channel extension, public services, logistics and distribution, media promotion and market regulation, especially high-end compound talents who know the countryside, are familiar with e-commerce and are well managed. In the past 2 years, China's e-commerce industry has developed continuously and rapidly. Especially in recent years, the industry competition is particularly fierce. New Year's Day, May Day, "Double Eleven" ... Every festival has become a battlefield for e-commerce enterprises without smoke. The core factor of e-commerce enterprises is talent. With the continuous expansion of e-commerce in the agricultural field, there is a strong demand for rural e-commerce talents in China. Many colleges and universities in China have set up e-commerce majors. By the end of 21, the Ministry of Education approved 339 schools to set up e-commerce undergraduate majors, and more than 65 schools set up e-commerce specialist majors, training tens of thousands of e-commerce talents for the society every year. However, due to the consideration of enrollment and employment, few colleges and universities offer rural e-commerce majors to train rural e-commerce talents for the vast rural areas. The contradiction between supply and demand of rural e-commerce talents is prominent, so it is necessary to carry out structural reform on the supply side of education to solve the dilemma of the shortage of rural e-commerce talents and promote the prosperity of rural e-commerce market.
1 The specialty setting is connected with the industrial demand, and the rural e-commerce specialty is set up
At present, the training direction of e-commerce specialty in many colleges and universities is vague, the training goal is unclear, and the employment direction of students is not clearly defined. To sum up, there are two main training directions for e-commerce majors in colleges and universities: one tends to cultivate related technologies such as website construction and web page design; The other kind tends to cultivate business activities related to online marketing and online customer service. The curriculum is out of line with the actual needs of rural e-commerce business. The students trained by this model do not understand agriculture, rural areas and agricultural products, and do not understand the characteristics and processes of agricultural management, so they cannot successfully carry out rural e-commerce related businesses. Under the new economic normal, the specialty settings of colleges and universities should meet the needs of economic development, and some mature colleges and universities should be encouraged to set up rural e-commerce majors.
2 Connecting the teaching process with the production process to cultivate grounded talents
2.1 Exploring the talent training mode of order-based training
The living conditions in rural areas are relatively difficult, and the salaries of employees are relatively low. Many students don't know enough about rural areas and rural e-commerce, and there are not many e-commerce talents who really want to go to the countryside. Facing the talent gap, we should take effective measures to solve it. There are 2,8 counties, 7, administrative villages and 1.8 million natural villages in China, and the agricultural development models in different regions are different. Colleges and universities should conduct market research before making a decision to set up rural e-commerce specialty. Conduct a detailed market survey of rural e-commerce industrial parks, rural e-commerce enterprises and affiliated enterprises in counties and villages in the province, and design courses according to job requirements. In areas with relatively complete policy support, the government appropriately gives preferential policies to encourage e-commerce enterprises and relevant institutions with the same needs to jointly train local rural students in order to attract more rural students to return to their hometowns to participate in rural e-commerce construction after graduation. The school signed a joint training agreement with the enterprise to train skilled and applied talents for the enterprise. From the time students enter the school, schools and enterprises * * * make reasonable plans for students' jobs and careers, and * * * work out talent training programs and construct curriculum systems. Establish a strategic partnership between universities and enterprises, build a teaching team and a training base together, and cultivate new rural compound talents for the society.
2.2 Try the talent training mode of modern apprenticeship
In areas with active e-commerce atmosphere in rural areas, universities supported by policies can try the talent training mode of modern apprenticeship. The talent training mode of modern apprenticeship is an effective channel for the growth of skilled talents and an extension of the order-based talent training mode in connotation. This training mode is jointly recruited by the school and counterpart enterprises, and the school and enterprise work out the talent training plan together. Apprentices have the dual identities of enterprise employees and vocational college students. In 214, the State Council's Decision on Accelerating the Development of Modern Vocational Education (Guo Fa [214] No.19) pointed out that it is necessary to "carry out the modern apprenticeship pilot of joint enrollment and joint training between schools and enterprises, improve the support policies, and promote the integration of schools and enterprises to educate people." The talent training mode of modern apprenticeship can be innovated according to the characteristics of the school. The pilot work of modern apprenticeship in Yunnan Institute of Technology and Business can provide us with some reference. Yunnan Institute of Technology and Business has set up a School of Excellence, and selected some outstanding students to form a pilot class. Set up corresponding courses according to the shortage of jobs in the market and the job demand of high-paying jobs. According to the "six truths" principles of real office environment, real project training, real project pressure, real project manager, real project team and real project laboratory, we will create a real enterprise environment. Teachers and students participate in a real project every month, and the project is from small to large, from shallow to deep, in order to accumulate practical work experience. Through intensive training with high standards and strict requirements, students can realize the rapid transition from school to enterprise in the employment stage.
3 the course content is connected with the post objectives, and the teaching is carried out with the task as the guide.