With the widespread use of innovative technologies such as "triple network integration", the Internet of Things, big data, and cloud computing, the scale of agricultural-related e-commerce will develop in a diversified manner, integrating with smart agriculture, smart circulation, and smart consumption. Connected into an organic whole, the agricultural-related e-commerce service environment is improving day by day. At the same time, my country has an annual import and export business of US$190 billion in agricultural products, and cross-border electronic transactions of agricultural products will play an increasingly important role. Cross-border e-commerce will expand from the coast to the inland and penetrate from cities to rural areas. Internationalization will become an important choice for more rural e-commerce. ”

The rural e-commerce service environment is improving day by day. Various professional service providers have begun to enter rural areas, providing supply of goods, warehousing, photography, online store decoration and operation, financing and wealth management, brand promotion and management consulting, and talent training. and a series of services, various mainstream e-commerce models such as B2B, B2C, C2C, C2B, O2O, as well as micro-commerce, local life, cross-border e-commerce, etc. have emerged in the field of rural e-commerce. The industrial chain of rural e-commerce continues to extend. In order to avoid homogeneous competition, some agricultural-related e-commerce companies began to expand the industrial chain, switching from retailers to distributors, from simple channel dealers to brand owners, from raw material procurement to design, looking for manufacturers to OEM, and finally The goods are distributed to other small online merchants, and a vertical e-commerce industry chain with brands, wholesalers, and retailers as the main body is gradually established. At the same time, the transaction type of rural e-commerce begins to change from a single online retail to a composite model. The trend of online and offline integration

The agricultural product wholesale market will give full play to the logistics, services, experience and other advantages of offline physical stores, promote the integrated development of the physical and online markets, and realize the transformation of the offline physical market in the past two years. , China's rural e-commerce is surging. This article combines the five rural e-commerce models that have been widely reported in the media, including Taobao, JD.com, Lecun Tao, Taobao and Suiwang, to briefly describe their basic practices and characteristics, and then analyze and summarize rural e-commerce. Three issues in the development of rural e-commerce are briefly analyzed: first, the relationship between coverage breadth and depth of coverage; second, the importance of localization in the development of rural e-commerce; third, the collaboration between different participants in rural e-commerce Cooperation problem. Table 1 Five typical rural e-commerce models

Table 1 sorts out the development of rural e-commerce of five enterprises, namely Taobao, Jingdong, Lecuntao, Taobao and Suiwang. With the exception of the earlier launch date, the other four companies all launched rural e-commerce plans around the end of 2014. Under the guidance of different models and positioning, the development levels of these models are also different. The following will briefly describe and compare these models one by one. Similarities and differences and comments. 1. Rural Taobao model Rural Taobao is a product of Alibaba’s Thousand Counties and Ten Thousand Villages Plan. It was launched after Alibaba went public in 2014. It mainly imitates the early Suichang model. The basic approach is to cooperate with local governments. , establish a public service center at the county level, and the government provides support in publicity, finance, venue, training, etc. The public service center is equipped with waiters in Ali County, responsible for the management, business development and village Taobao management of rural Taobao in the region. Assessment of Taobao partners; establish a rural Taobao service site at the village level. Its main functions are sales and purchase for online transactions and collection and delivery of express delivery. The main profit point is the commission for each order. In addition, the village Taobao partnership People are also responsible for the online sales of local agricultural products. The core of Alibaba's rural e-commerce model is to inject the Taobao platform into the rural market. To this end, Alibaba has set up a rural Taobao division to cooperate with local governments across the country to recruit rural Taobao. partners, and provide relevant training. Alibaba’s third-party e-commerce platform has been operating in cities for many years, and its ecological chain is very complete. It serves as a sales platform for external input and adopts a squeeze and substitution approach to enter the rural market. First, it will It has had a great impact on the original rural market and put local businesses under increasing pressure to survive, because most local businesses are weak and often find it difficult to compete with platform giants like Alibaba. Second, the local physical business circulation system has been damaged by the impact of foreign platforms. Original local transactions have been transferred online, and local GDP and tax revenue have been sucked to areas with more mature e-commerce development where foreign platforms are located, increasing regional pressure. development gap between them. Third, it is difficult for rural Taobao to form an effective agricultural product upgrading system in a short period of time by relying on county waiters and village Taobao partners. The income of full-time partners of Village Taobao depends on purchasing commissions. In small and poor villages with limited online shopping demand, Village Taobao cannot The survival situation of the partners is worrying.

2. JD.com’s model JD.com’s rural e-commerce model can be summarized as “dual-line development and sinking channels.” The so-called "dual-line development" refers to the simultaneous promotion of Jingdong's county-level service centers and Jingdong's service stations: Jingdong's county-level service centers were reconstructed and upgraded from the original Jingdong distribution stations. They are mainly self-operated by Jingdong and are responsible for the Jingdong platform. In addition to the marketing, distribution and display of products other than major home appliances, it also recruits and trains JD rural promoters to open up rural markets; the JD Help Station operates through franchise cooperation and is responsible for the distribution and installation of major home appliances on the JD platform. , maintenance and marketing. "Channel sinking" is aimed at the pain points of JD.com's home appliances going to the countryside. JD.com intends to use county-level service centers and JD.com service stations to open up the 4-6 level market. Taking advantage of the genuine licensed goods of self-operated e-commerce, JD.com proposes "let the villagers With the goal of "enjoying the same consumer services as urban residents", we will enter the rural consumer market. Compared with the rural Taobao model, the core feature of the JD model is to use the advantages of its self-operated platform and logistics system to sink channels on the original basis, and create the brand advantage of genuine licensed goods in the rural e-commerce market, thereby opening up rural areas. Consumer market; through the Jingdong service station, it absorbs local service providers to join, quickly realizes the coverage of village-level markets, and at the same time solves the after-sales service problems of products (especially large appliances). The shortcomings of JD's rural e-commerce model are that the downward trend of industrial products is much greater than the upward trend of agricultural products. As the largest self-operated B2C e-commerce company, there is still considerable work on how to use its centralized procurement advantages and how to integrate with rural industrial chain services to truly help the upward trend of agricultural products. Big space for effort. 3. Lecun Tao model Lecun Tao model can be summarized as the so-called "two-way O2O". According to Lecuntao itself, it is to build a two-way supply and demand platform that "quickly transports goods, services, and information to rural areas, and then transports agricultural products, labor, and agricultural information to cities" to promote rural infrastructure construction and optimize rural industrial structure. , forming a closed cyclic system of "business flow, logistics, information flow, and cash flow". The operating model of Lecuntao is to directly face rural consumers and suppliers and is based on batch centralized procurement (for example, Lecuntao has specially established an "Agricultural Products Wholesale Trading Center" to integrate agricultural products by establishing a specialized agricultural and sideline products circulation service system. Efficient output of by-products), in order to reduce intermediate links, reduce transaction costs, realize communication and connection between urban and rural areas, and build a "two-way supply and demand circulation platform (two-way O2O model)" between urban and rural areas.

4. Taobianxiang Model The design and operation concept of Taobianxiang e-commerce platform is to make each county a center, allowing "data, talents, and GDP" to remain in the county, and through connections with the external ecology , building a nationwide large ecosystem based on the self-circulating small system in each county. Taobao’s main approach at the county level is to build a localized e-commerce platform. Localization is reflected in the self-ecology of the county Internet, that is, using the Internet at the county level to build an e-commerce ecosystem around the local circulation system, helping local circulation formats achieve informatization transformation and upgrading, and needs and resources to be met and allocated within the county first. The Taobao Benefit model connects counties through specific channels at the national level, activating the flow of goods, funds and information between counties that were originally silent. With the help of local stores on the Taobian platform, local products from various counties can flow in Taobian's national supply chain, and information and funds can be quickly and efficiently shared and settled in the Taobian system. The ecology of each county Get connected in the Taobao system and form a national circulation market ecosystem.

5. Suichang Model The Suichang Model is a rural e-commerce model born in Suichang County, Zhejiang Province. Roughly speaking, it can be divided into three parts: first, it is a market company engaged in the downgrading of industrial products; Mainly engaged in rural purchasing, rural entrepreneurship and local life services; secondly, Suiwang Company, which is engaged in the upstreaming of agricultural products, mainly building agricultural product supply chains and marketing systems; and finally, Suichang Online Store Association, which is engaged in incubation and publicity, mainly Provide training to participants in rural e-commerce. Among them, the most noteworthy feature is that in the regional rural e-commerce market, a relatively leading agricultural product e-commerce supply chain support system has been established through innovative exploration around local agricultural products. The Suichang model far surpasses e-commerce platforms such as Cuntao and JD.com in deepening the local supply chain system of agricultural products e-commerce. The core of the Suichang model is to use local comprehensive service providers as the main body to drive the ecological development of county-level e-commerce and realize the online access and upstreaming of local agricultural products in Suichang County.

Ganjie Company mainly expands outwards by copying its business model in Suichang. The main methods include self-operation and franchising. It transplants its own exploration of rural e-commerce and spreads the experience formed in Suichang to other counties. .

6. Summary Generally speaking, the current popular rural e-commerce model is mainly based on the downward trend of industrial products. The exploration of the upward trend of agricultural products has just begun, and methods and models with strong promotion significance have not yet been formed. The main There are three reasons: First, the problem of agricultural products. There are many types of agricultural products and the degree of standardization is low, making it difficult to form a set of universal practices. The second is the problem of rural areas. There are more than 600,000 administrative villages in our country. The natural conditions and resource endowments of each place are different. With vastly different industrial bases, it is very difficult to find a mature development model for the upstreaming of agricultural products. The third is the issue of the participants in rural e-commerce. The upstreaming of agricultural products requires a service system that integrates quality control, logistics and marketing. It requires various The establishment of this system can only be completed by the close cooperation of the main bodies, but the emergence of this coordination mechanism has not yet been seen.

Localization is another important issue in the current development of rural e-commerce in my country. The so-called localization simply means "down-to-earth". It is an important symbol of how an outsider's e-commerce platform can integrate with the local market foundation, environment and conditions and form a synergy. In the issue of localization, from a micro perspective, it is necessary to clarify the relationship between foreign e-commerce and local "stores". Localization requires foreign e-commerce to be well integrated and to be able to help the original local "stores". To achieve informatization transformation, the relationship between the two should not be pure competition, but mutual integration and co-evolution; from a macro perspective, foreign e-commerce platforms should be able to promote the original traditional business system in rural areas , improve its circulation efficiency and help local economic development. However, in practice, if it is not handled properly, it will also lead to fierce conflicts between foreign entities and local entities, e-commerce companies and store operators. Generally speaking, after the rapid layout of China's rural e-commerce in 2016, it will soon enter the "mid-market stranglehold" period in which various e-commerce companies compete and penetrate each other. During this period, it is increasingly important to handle the three issues mentioned above: First, we must make trade-offs in aspects such as depth and breadth of coverage based on our own positioning, and concentrate resources around our own goals; second, e-commerce To achieve coordinated development while pursuing advantages and avoiding disadvantages, it is necessary to integrate with the local rural market, borrow local original resources as much as possible, and achieve the purpose of promoting business transformation through integration with the local and offline; finally, rural e-commerce is a System engineering requires the collaborative cooperation of all participating entities.